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英语阅读:数字广告创下纪录

浏览量: 发布时间:2018-11-14 19:06 点击在线免费咨询

尽管在线平台加强了对政治广告的监管,但在2018年美国中期选举中,数字广告支出创下了新纪录,似乎有望在2020年实现进一步增长。
 
 
据研究公司博瑞尔联合公司(Borrell Associates)的初步估计,从2014年中期选举开始,数字媒体广告支出增加了244%,至18亿美元,约占89亿美元广告支出的20%。
 
 
10年来,在线支出(大部分是在Facebook等社交网络上)一直是竞选活动的一个重要因素,但在2016年大选之后,数字巨头实施的更为严格的规定,可能在一定程度上抑制了这种增长。
 
 
博瑞尔研究报告的主要作者卡西诺(Kip Cassino)表示,尽管Facebook、Twitter和其他公司出台了新的指导方针,要求对广告客户进行核实,以应对外界对海外影响力活动的担忧,但在线广告行业仍保持着强劲的增长势头。
 
 
与电视等传统媒体相比,数字媒体有一些独特的优势,尤其是能够快速发送针对特定选民群体的信息。
 
 
博瑞尔说:“他们可以在几秒钟内迅速抓住机会。”“传统媒体无法做到这一点。”
 
 
此外,根据网络公司收集的数据,竞选活动可以根据地理位置、年龄、隶属关系和利益来精确定位选民。
 
 
卡西诺说:“你可以把你的信息集中在那些打算投票给你的人或你想投票给你的人身上。”
 
 
“你不想把钱浪费在那些不想听你说话的人身上。”
 
 
然而,目前还不清楚,在2020年大选之前是否会有新的隐私规定生效。从理论上讲,任何类似于欧洲的法规都可能限制广告活动在未经用户同意的情况下投放广告的能力。
 
 
波士顿大学(Boston University)专门研究政治沟通的教授米歇尔•亚玛齐恩(Michelle Amazeen)表示:“如果本届政府出台(针对广告的严格监管)措施,我会感到惊讶。”

ven as online platforms tightened rules for political ads, digital spending set new records in the 2018 US midterm elections and appears poised for further growth in 2020. Digital media campaign spending rose 2,400 percent from the 2014 midterms to $1.8 billion, roughly 20 percent of the total $8.9 billion in ad spending, according to preliminary estimates from the research firm Borrell Associates. Online spending, much of it on social networks like Facebook, has been a significant factor in campaigns for a decade, but tighter rules imposed by digital giants in the wake of the 2016 election could have curbed some of that growth. Kip Cassino, lead author of the Borrell study, said the online sector kept up a strong growth pace despite new guidelines from Facebook, Twitter and others requiring verification of advertisers to address concerns about foreign influence campaigns. Digital has some unique advantages over traditional media like television, notably the ability to send out messages quickly that are targeted to specific groups of voters. "They can take advantage of an opportunity very quickly, within seconds," Borrell said. "You can't do that with legacy media." Additionally, campaigns can finely target voters by geography, age, affiliation and interests, based on data gleaned by online firms. "You can focus your messages to those people who are going to vote for your or those you want to vote for you," Cassino said. "You don't want to waste your money on those who don't want to listen to you." It remains unclear, however, what if any new privacy rules may come into effect before the 2020 election. Any regulations similar to those imposed in Europe could in theory limit campaigns' ability to target ads without consent from users. "I would be surprised if [tough ad targeting regulations] happen with this administration," said Michelle Amazeen, a Boston University professor specializing in political communication.
 

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