In line with the development of the new media era, vertical short videos were born, ushering in a new way of advertising and marketing - vertical short video advertising. With this significant development opportunity, vertical screen short video advertising has enormous advantages in terms of marketing and aesthetics. However, as with any new creation, it also comes with new challenges. We need to develop and make good use of the advantages of vertical screen short video advertising to meet the needs of the times. Still, we should also be realistic about the benefits and drawbacks of these advantages and be proactive in addressing the difficulties and problems that may arise. This paper aims to study the marketing strategy of vertical short video advertising in terms of its development status, advertising model, communication logic, advantages, and challenges.

Shao Yudan. Vertical short video advertising marketing strategy in the new media era. The Frontiers of Society, Science and Technology (2023) Vol. 5, Issue 11: 44-48. https://doi.org/10.25236/FSST.2023.051107.

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