1、Viewing Workshop P64新新北师大选择性必修北师大选择性必修Book 2 Unit 6 THE MEDIA The rise of digitaladvertising in AsiaWhat is digital advertising?Digital advertising is the process of publishing promotional material through online platforms such as social media,search engines,websites,and any other program that can b
2、e accessed digitally.Consumers are spending the majority of their time on the Internet,so digital advertising helps you take your business directly to where your audience is.What types of digital advertising do you often see in your life?1.Display advertisingDisplay advertising appears on third-part
3、y websites and uses videos,images,or text elements to market products or services.2.Mobile advertisingMobile advertising refers to any form of advertising that appears on mobile devices such as smartphones and tablet computers.3.Video advertisingVideo advertising is promotional content that plays be
4、fore,during or after streaming content.4.Search advertisingSearch advertising is a technique that displays ads in search-engine results whenever someone searches for the services or products offered by the advertiser.1Pair Work.How do you feel when advertisements pop up while you are using your phon
5、e or computer?You will follow the pop-up advertisements.You will block the pop-up advertisements.orWhy?Kevin Huang attends a show Trending Business.What would you like to learn from this interview?2Kevin Huang,CEO of an interactive media company,discusses the surge in digital advertising,programmati
6、c advertising and where he sees growth.What would you like to learn from this interview?1.What makes digital advertising widespread？2.What does the rise of digital advertising bring?Maybe you would like to learn:What would you like to learn?3What types of advertising may be considered digital?Tick()
7、the forms below first.display advertisingsearchbanner ads on mobile phonesmobile advertisingvideosocial media in terms of popular advertisingThen watch Part 1 of the interview and check.4Watch Part 1 again.Decide if the statements are true(T)or false(F).1.Clients in Asia have no interest in digital
8、advertising.2.The advertising communities believe that they need to be where the consumers are.3.Advertisers tend to take a wait-and-see approach to find out if digital advertising is going to be a trend before putting major investments in it.4.The real catalysts for growth within digital advertisin
9、g are only on the mobile phone.FTTF5Watch Part 2.What is the basic idea of programmatic advertising?How does programmatic advertising work?Complete the information.Identify a users _ from his online behaviourGet the customers data and go back _Sell the advertiser an _ against that particular user be
10、haviourintereststo an advertiseradvertising space6Watch Part 3.What is Kevins team trying to do?a.to make advertising as relevant and less annoying to a particular user b.localise the product offering.c.to bring control and transparency back to advertisers.7Group Work.Why is digital advertising popu
11、lar nowadays?What are the advantages and drawbacks of it?What is Digital Advertising?Digital advertising is the process of publishing promotional material through online platforms such as social media,search engines,websites,and any other program that can be accessed digitally.Consumers are spending the majority of their time on the Internet,so digital advertising helps you take your business directly to where your audience is.AdvantagesDisadvantagesDigital advertisingTry to finish the form by yourself.Thank you!
