| 智能广告的程序化创意及其RECM模式研究 |
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| 引用本文： | 段淳林,任静.智能广告的程序化创意及其RECM模式研究[J].新闻大学,2020(2):17-31,119,120. |
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| 作者姓名： | 段淳林 任静 |
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| 作者单位： | 华南理工大学新闻与传播学院 |
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| 基金项目： | 国家社科基金项目“大数据与国家品牌形象的构建”(16BXW020)研究成果;广东高校哲学社会科学重点实验室项目“广东省新媒体与品牌传播创新应用”(2013WSYS0002)阶段性研究成果;广东省级科技计划项目“广州智家科技有限公司科技特派员工作站建设”(2017A090905052)阶段性研究成果. |
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| 摘 要： | 以智能化为核心的程序化创意是智能广告的典型形态,程序化创意是智能广告时代广告创意的智能化、个性化和程序化,其本质是以算法为核心,解决用户、环境和创意内容的匹配。传统的以人工为核心的经验创意演变为以智能算法为核心的程序化创意,后者以智能算法技术和创意DMP平台为基础,在用户协同、场景匹配以及内容相关上实现了广告创意的动态生成和优化。基于精准营销理论、场景营销理论、内容营销理论以及用户画像理论,本文提出RECM模型,用来总结分析程序化创意的特征及发展,并探讨智能广告创意的未来发展趋势。
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| 关 键 词： | 智能广告 程序化创意 RECM模式 |
Programming Creativity of Intelligent Advertisement and its RECM Mode |
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| DUAN Chun-lin,REN Jing.Programming Creativity of Intelligent Advertisement and its RECM Mode[J].Journalistic University,2020(2):17-31,119,120. |
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| Authors: | DUAN Chun-lin REN Jing |
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| Abstract: | Programmatic advertising with intelligent advertising as the core is a typical form of intelligent advertising,and programmatic creativity is the intelligence,personalization and programming of advertising creativity in the era of intelligent advertising.Its essence is algorithm as the core to solve the match between users,environment and creative content.The traditional artificial-centered experiential creativity has evolved into a programmatic creativity centered on intelligent algorithms,which,based on intelligent algorithm technology and creative DMP platform,has realized the dynamic generation and optimization of advertising creativity in terms of user collaboration,scene matching and content correlation.Based on the precision marketing theory,scene marketing theory,content marketing theory and user portrait theory,this paper proposes the RECM model to summarize and analyze the characteristics and development of programmatic creativity,and discusses the future development trend of intelligent advertising creativity. |
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| Keywords: | intelligent advertising program creative RECM mode |
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