A New Approach for Reaching the Customer of the Digital Age： Cross-Device Advertising  

作　　者：R.Gülay Oztürk 

机构地区：[1]Istanbul Commerce University, Istanbul, Turkey

出　　处：《Journalism and Mass Communication》2016年第1期19-25,共7页新闻与大众传媒（英文版）

摘　　要：One of the most significant advantages of the digital era is the fact that it presents a wide array of choices, without any time or place restrictions, to the target audience of the past who obtains information from the relatively passive and restricted sources. The role of the mobile devices that people carry with them almost everywhere and the Internet is undeniable in determining the speed of access to the information among these many choices. For brands, it is getting more and more difficult to reach users who spend their days and hours in front of different screens and consume information very quickly. Cross-device advertising, which has become one of the important subjects of the digital advertising studies in 2014, has established itself as an important method for reaching out to the customers of the digital age who use multiple devises. In this context, this study aims to discuss the essentials of a new advertising method called cross-device advertising. It is an advertising method utilized in digital platform by brands that would like to deliver their messages through the right ads, at the right place and time to the users who have multiple device options in today＇s world.

关 键 词：DIGITALIZATION digital advertising new customer cross-device cross-device advertising new advertisingapproach 

分 类 号：TP311.13[自动化与计算机技术—计算机软件与理论] TN929.53[自动化与计算机技术—计算机科学与技术]