As a relative concept, new media has had a far-reaching impact on people's daily life, especially on the platform where some new media advertisements gather. People can not only get unprecedented convenience and services, but also search for information content suitable for their own development and needs in the rich new media information, and then continue to apply and promote it to more fields. 1. Definition and characteristics of new media and advertisements 1. 1 Definition of new media At present, there is no unified definition of new media. Generally speaking, it is different from traditional media because it is new media. Among them, the academic definition of new media mainly focuses on "new" and "digital information technology", and defines new media advertising as a brand-new media advertising type above new media. 1.2 Characteristics of New Media and Advertising (1) Interaction and information transmission are the most practical underlying requirements in Internet media, and new media and new media advertisements give full play to the advantages of media and network data information dissemination. Especially under the influence of new media and other forms of advertising communication, the traditional single communication has become history. Subversive interactive features can not only allow advertisers to fully participate in advertising, but also make use of the interactive features of new media advertisements to understand and master customer needs at the first time, comprehensively adjust and optimize the content and communication form of new media advertisements, and further improve and optimize the quality and effect of new media advertisements. (2) Cross-time integration "Media integration", as the current development trend, fully embodies the cross-time integration characteristics of new media and advertising. Compared with traditional media, the broadcast and dissemination of new media advertisements will not only be limited by space, time and other factors, but also have a broader impact on the scope of communication and secondary communication. For example, traditional media mainly spread through newspapers, magazines, radio, television and other traditional media. Not only will it be limited by region and time, but there will also be many restrictions in terms of funds, communication efficiency and communication efficiency. However, the new media uses technologies such as network and digital information to undertake the communication media, which not only fully breaks the time and space constraints, but also can be appropriately adjusted and optimized according to the actual reactions of netizens and audiences. For example, the integration of Internet hotspots and emerging technologies that traditional media can't do can not only further enhance the communication influence and effect of new media advertisements, but also promote the vigorous development of new media advertisements. (3) Personalization At present, the speed and efficiency of introducing new media advertisements far exceed that of traditional media. To ensure the "competitiveness" of products and advertisements, the application of advanced technology and interactive communication means to meet users' needs are important ways to ensure the effectiveness of new media advertisements. Among them, in order to meet the needs of the target audience, adopting personalized and characteristic communication methods can not only effectively improve the user experience and communication effect, but also enhance the influence of products and brands and enhance the trust of audience users in advertisers and products. In this regard, the characteristics of personalized new media advertising and satisfying the sensory needs of the audience have gradually become prominent. For example, high-traffic advertisements such as subways and buses can give audiences a more intuitive and profound visual and sensory impression, and short and clear advertising content and length can also meet the needs of most diversified electronic display technologies, thus saving advertising costs. During this period, with the help of some novel, continuous or distinctive dynamic advertising pictures, we can not only innovate the advertising communication mode and marketing strategy, but also attract and enhance passengers' interest in advertising and strengthen their memory and exploration desire for goods in the process of deepening passengers' visual impression. 2. Advantages and disadvantages of new media advertising communication 2. 1 Advantages New media advertising communication has the advantages of strong carrying capacity, high interactivity and diversified channels. Among them, combined with the characteristics of new media communication, making and publishing advertising information in various forms such as video, pictures, sound and text can not only meet the actual needs of different audiences, but also meet the superposition effect and moire effect in communication effect. For example, new media advertisements can not only be "one-to-one" spread through Internet TV, mobile TV, mobile TV and digital TV, but also be "one-to-many" spread with audiences through online media, social platforms and emerging media interaction channels. In addition, because the new media itself has the characteristics of large storage capacity and fast communication speed, multi-channel display of new media advertisements can achieve similar overwhelming advertising effects, so that new media advertisements can spread in all directions in the form of "virus", further increasing the audience's participation and the word-of-mouth effect of advertising products themselves. 2.2 Insufficient (1) inaccurate positioning At present, China's "Advertising Law" has not clearly defined the obligations and responsibilities of new media advertisers. On the one hand, at present, the advertising subject of new media, that is, the publishers and operators of advertisements are mixed, which can be both advertisers and publishers and disseminators of advertisements; On the other hand, the diversity of webcasting, online shopping and emerging online media platforms also increases the development possibility of new media advertising. In order to further innovate and enhance the influence of advertising, some advertising subjects will not only implant invisible advertisements, but also choose some IP with large traffic as endorsements, excluding the situation that some subjects simply "generate electricity for love". These types of advertising marketing and soft implantation are also difficult to locate the core purpose of advertising marketing. In this regard, all individuals and advertisers who have the right to use the Internet can be publishers and subjects of new media advertisements, which also increases the difficulty of defining the responsibilities and obligations of new media advertisements and advertising subjects. (2) The uncontrollable factors and infinite development of the network environment bring infinite possibilities to people's material, production and life. Among them, the abundant possibilities also increase the uncertain factors of network development, such as the pop-up window of advertisements that the public is relatively resistant to, which not only occupies an extremely important position in new media advertisements, but also plays a decisive role in promoting the development of self-developed software in the early stage of popularity. However, the lack of effective control over the network environment has spawned a large number of innovative "follow-the-trend" advertisements. Although the same form of communication and repeated advertising content promote the development of new media advertisements, a large number of false and fraudulent advertisements not only directly lose the public's trust, but also increase the public's boredom with pop-up advertisements. Of course, from a dialectical point of view, the uncontrollable factors of pop-up advertising are mainly reflected in the uneven starting point of advertiser marketing and the quality level of advertising itself. The public's resistance to pop-up advertisements has also aroused the enthusiasm of computer network technology developers, and then developed a program to stop online pop-up advertisements with interception ability. Generally speaking, there are still many problems and shortcomings to be solved in the development of new media advertising, and uncontrollable factors can not be judged as positive or negative. However, in order to adapt to the development trend of the new media era and create more high-quality advertisements, we can explore and study from the perspectives of overall industry development, new media advertising management and advertising innovation. 3. The mode of communication of new media advertisements 3. 1 Personalized communication In the new media era, the creativity and personalization of new media advertisements can quickly attract the audience's attention. The personalized advertising communication mode that does not stick to formalism not only has the innovation that traditional media forms do not have, but also can enhance the influence of new media advertisements by using all novel communication methods. For example, Tmall Mall, a subsidiary of Alibaba, used the title of "20 15 Apple's new product release to change the world again" to attract huge traffic, personalized slogan declaration and advertising effect, and let the public think that the iphone officially released new products, which in turn caused huge public opinion effect, triggered a large number of forwarding and secondary communication, and achieved unprecedented advertising communication effect. 3.2. Multimedia combined communication is one of the effective ways and development ways of new media advertising communication, especially in the context of current media integration development, two or more forms of combined communication can not only maximize the advantages of new media communication, but also enhance and optimize the communication effect of new media advertising. For example, establishing official accounts on various media platforms, and then adjusting and optimizing the advertising copy, video and text content according to the audience preferences of different platforms can increase the trust and understanding of the audience on the basis of rapidly forming a "viral" communication effect. At the same time, with the help of some new media advertising communication modes of mainstream media, Weibo, Big V or other forms of combined communication modes, we can also maximize the influence of advertising communication and observe and understand the feedback performance of the audience in time. 3.3 Compared with the well-known "dominant" means of communication, invisible communication has become the first choice for most new media advertisements. On the one hand, the development of network information technology has comprehensively improved the circulation of network information interaction, and people often come into contact with a lot of advertising information in their daily lives. In the long run, it will not only produce certain "antibodies", but also form a certain "stress reaction" to advertisements, which conflicts with the existence of advertisements. The implantation of soft culture and advertising can influence the audience's ideas from the subconscious level, reduce the audience's resistance, and guide the target customers to actively explore the information of advertising products through continuous guidance and interest stimulation. On the other hand, invisible communication can create a relatively harmonious marketing environment, and the audience will not feel a profit-oriented or utilitarian publicity and marketing atmosphere, so as to choose their favorite products and advertising types more rationally and actively meet their actual needs. For example, after receiving a large number of commercial advertisements, even if some audiences think that the products are more competitive, they will have greater resistance to the brand because of overexposure and other factors, fearing that they will become one of the many "leeks". However, some rare invisible advertisements, such as "Red and Black List", have no drainage and marketing operations, which can not only make consumers happy about "treasure hunting", but also actively search for corresponding product information, and then take the initiative to buy and produce consumption behavior. 3.4. Interest-driven communication Compared with the profit-oriented communication behavior of new media advertisers, the benefits created by platforms and advertisers can attract and drive consumers to participate in consumption to the maximum extent. For example, the common red envelope and full reduction activities promoted by major APP consumption platforms can not only enable consumers to enjoy a cheaper and more affordable consumption experience, but also actively assume the role of secondary forwarding and communication driven by interests, thus helping platforms and advertisers to promote activities or products. In addition, compared with unfamiliar advertising information, friends, family members or acquaintances sincerely recommend information about goods and activities, which can quickly gather communication effects and produce a large number of consumer behaviors. Similarly, positive communication caused by public opinion or word of mouth can also effectively improve the communication effect. 4. New media advertising marketing strategy 4. 1 Narrative marketing has become the mainstream form of advertising marketing in the new media era. By narrating and explaining brand culture and product stories, tell stories and guide consumers to consume. On the one hand, the form of story narration can make people know the ins and outs of brand and product stories step by step with the plot and rhythm of the story, and guide users to have a certain familiarity and cognition of brand and advertising products by mobilizing their emotional experience and visual experience, and stimulate users to have consumption desires and ideas; On the other hand, rich narrative forms of short videos and stories can also enrich the forms of product advertisements and increase the opportunities for new media advertisements to interact with users. For example, micro-movies, short videos, micro-novels and other narrative forms break the shackles of the length and form of traditional media advertisements, enrich the content and theme of advertisements, not only give full play to the creativity and ideas of advertisers, but also enable target users and audiences to quickly understand the brand and advertising product information, thus fully stimulating the public's emotional singing and emotional experience, and allowing target users to take the initiative to consume according to their own needs and emotional experience. In addition, narrative marketing strategy is also a personalized marketing form. Narrative marketing in the form of creating brand stories and product features can not only complete the interaction and integration of advertising information, but also enable users to actively participate in the participation, forwarding and comment of advertising topics while realizing self-satisfaction and psychological communication, further enhancing the exposure and communication effect of advertising itself. 4.2 Hunger marketing strategy Hunger marketing strategy has a long history and has achieved remarkable results in promoting goods and services. In the new media era, the strategy of hunger marketing can still play a great role. For example, the "pre-sale" activity that people are familiar with now is a typical marketing strategy. They use pre-sales publicity to pave the way for after-sales, use new media platforms and information channels to publicize product advantages, attract more target users, and create the illusion that "supply exceeds demand". At the same time, through the combination of limited marketing and pre-sale, we can improve the enthusiasm of snapping up and selling, stimulate consumption and enhance the image of products and brands in people's minds, so as to further achieve marketing effects. Conclusion Under the background of the new media era, the innovative development of new media advertisements is diverse and full of characteristics of the times. Combining the communication characteristics and advantages of new media, strengthening the innovation and reform of new media advertisements can also create more high-quality new media advertisements and promote the vigorous development of advertising industry and new media in the process of constantly enriching marketing strategies and communication methods.