试析媒介融合背景下二维码对广告业的影响

在媒介融合的时代背景下,手机广告作为一种新兴的广告形式日益引起人们广泛关注。相对于传统媒体广告,二维码广告具有受众卷入程度高、传播内容立体化、较强的伴随性和互动性等特点。本文从精确测定广告效果、精准定位消费者、拓宽广告营销渠道、改变广告传播方式等四方面探讨了二维码对广告业的影响,并预测随着互联网的发展、智能手机的普及、3G服务的渗透,手机直接访问互联网将越来越便利,二维码这一新型广告形式将大有作为。

Two Dimensional Code Impacts Advertising Industry

On the background of Media Convergence, as a new advertising form, mobile advertising has attracted people’s attention increasingly. This article aim at discussing the influence of two-dimension code’in advertising from four perspectives, including determining advertising effect and positioning consumer accurately、broadening the channels of advertising market and changing the communication ways of advertisement. Furthermore, with the development of Internet, increasing popularity of smart phone and the permeation of 3G Technology, it becomes more convenient for mobile phones to get access into Internet. It is believed that the new advertising form——two-dimension code will achieve a huge difference in the future.