論原生廣告精準投放之品效合一

Relationship between Precision Delivery of Native Advertising and Unity of Brand and Effect

現階段，移動端逐漸成為人與人，人與物建立聯繫的基礎性工具。時間「碎片化」，螢幕「割裂化」，IP「多元化」，媒介逐漸向去中心化轉變。新的移動生活方式提供了新的溝通機會。「廣告，也可以是生活的一部分。」這句話出自微信團隊2015年1月21日向部分使用者朋友圈發佈的推廣消息。大資料時代，要求廣告行銷逐步進化到了原場景的精准投放階段，精准性對於品牌，媒介平臺，使用者而言，都是不可或缺的因素。本文從原生廣告的核心主旨切入，結合文獻資料總結歸納出原生廣告與精准投放的概念，明確原生廣告與精准投放的關係，以及兩者結合產生的商業價值和傳播價值。結合精准投放初期的案例，指出原生廣告在精准投放存在「品」與「效」不能合一的弊端。此外，立足于新生代人群分析，「品效合一」實質歸納等關鍵節點，根據於個別的改善案例分析，進而總結出可以推廣的解決路徑，希望本文的研究與探討能為原生廣告精准投放的實踐帶來一定的啟示意義。

At the present stage, mobile terminal is gradually becoming a fundamental tool, which helps building relationship between not only man and man, but people and things. As the time’s fragmentization, screen’s separating and IP’s diversification develop, the medium starts to lose its centre. Beyond that, the new mobile lifestyle offers new communication opportunities. 'Advertising can also be a part of life.' This sentence comes from the popularization information of WeChat on January 21, 2015. In such a big data era, advertisement marketing is required to evolve into the precision delivery stage of original scene. Precision, is now absolutely necessary to not only the brands, but media platforms and users. This paper starts with illuminating the core purport of native advertising, after which it summarizes the concept of native advertising and precision delivery, and then clarifies not only the relationship between native advertising and precision delivery, but the commercial and communication value of the combination of them. In the initial of precision delivery, this study points out the contradiction between brand and effect. In addition, through the analysis of the Cenozoic people, key nodes such as the 'unity of brand and effect,' as well as some individual cases, the study concludes the scientific solution. It is hoped that the research and discussion in this paper will be helpful in precision delivery of native advertising.