移动互联网广告发展现状、问题及对策  

Mobile Internet Ads' current situation, problems and countermeasures

作　　者：夏超群[1] 

机构地区：[1]中国传媒大学南广学院

出　　处：《中国广告》2016年第9期117-119,共3页China Advertising

基　　金：中国传媒大学南广学院2016年度校级科研培育项目"数字时代互动广告发展现状及对策研究"的阶段性成果;编号2016KYPY012

摘　　要：近年来,移动互联网广告由于定向性、便捷性、双向性、可测量性等特征,受到了越来越多广告主的青睐,其市场规模越来越大,市场潜力不容小视。但快速发展的移动互联网广告在探索发展中也存在创意表现形式单一、个人隐私泄露、虚假违法广告盛行、精准运作缺乏等诸多问题。移动互联网广告市场的长足发展,既需要移动互联网广告从自身出发关注广告信息传播链条上的每一环节,也需要政府、行业、消费者等各方努力共同营造健康有序的市场环境。In recent years, Mobile Internet Advertising has been favored by more and more advertisers due to its orientation, convenience, two-way and scalability. It has great potential with its growing market size. However, there are still lots of problems in its rapid development, like lack of creativity, privacy disclosure, prevalence of false and illegal advertising, lack of precise operation, etc. To ensure its stable development, Mobile Internet Advertising needs to pay attention to every link of the chain of advertising information transmission from itself. In addition, the government, the industry, consumers and other parties should also work together to create a healthy and orderly market environment for Mobile Internet Advertising.

关 键 词：移动互联网广告 发展现状 问题 对策 

分 类 号：F49[经济管理—产业经济] F713.8