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有“互联网女皇”之称的美国风险投资基金KPCB合伙人玛丽·米克尔(Mary Meeker)在2017年发布的互联网报告中指出,2016年全球网络广告支出达370亿美元,增长22%,2015年增长20%。同时,中国在线广告收入达400亿美元,同比增长30%。随着众多互联网企业的创意驱动,在线广告市场充满生机与活力。互联网社交平台因其流量源泉的天然优势,在广告营销行业备受广告主追捧。然而,流量价格红利退去,社交场景化突出,信息流碎片化明显,品牌营销环境复杂
In an internet report published in 2017, Mary Meeker, a partner of KPCB, a US-based venture capital fund known as Queen of the Internet, pointed out that in 2016, global online advertising expenditures reached 37 billion U.S. dollars, an increase of 22% In 2015, an increase of 20%. Meanwhile, China’s online advertising revenue reached 40 billion U.S. dollars, up 30% over the same period of last year. With the creative drive of many Internet companies, the online advertising market is full of vitality and vitality. Internet social platform because of its natural source of traffic flow in the advertising marketing industry has been sought after advertisers. However, the flow rate dividend receded, social scene prominent, fragmented information flow, brand marketing environment is complex