基于地铁媒体的互动广告创意策略探析

目的 研究基于地铁媒体的互动广告创意策略。方法 在分析地铁媒体广告现状的基础上,探讨了“互联网+”时代对地铁媒体广告互动化发展趋势的影响,以及现有的地铁媒体互动广告创意形式和存在问题,着重阐述了的地铁媒体互动广告“互动机制、互联网+内涵、体验式设计、人性化思维、内容为王”等为指引的创意策略。结论 在地铁媒体广告中融入互动式创意,是创意发展趋势的一种优选,但互动广告创意的核心其实还是“用户思维”,不能只过于注重酷炫概念、花样功能技术的堆砌,而应充分利用地铁媒体并结合互动技术的特性,建立互动机制,遵循内容本质,才能最终创造出基于地铁媒体的互动广告的真正价值。

Strategy of the Interactive Advertising Originality Based on Subway Media

The work aims to study the interactive advertising creative strategy based on the subway media. On the basis of analyzing the present situation of subway media ads, the influence of "Internet +" era on the development trend of subway media advertising interaction, and the interactive advertising creative forms and existing problems of the existing subway media were discussed. The emphatically expounded "interactive mechanism, Internet+ connotation, experience design, human thinking, contents as the king", etc. of the subway media interactive advertising were treated as the guidance of the creative strategies. The interactive originality integrated into the subway media ads is the optimization of originality development trend. However, the core of interactive advertising originality is still the "users'' thinking"; it cannot just place too much stress on piles of cool concepts and different functions and technologies, but should make full use of the subway media and combine with the features of interactive technology, set up the interactive mechanism, and follow the content essence, so as to eventually create the true value of the interactive advertising of subway media.