Abstract: the rise of online media and online advertising has brought great impact to traditional media and traditional advertising industry. Internet advertising has become a new economic growth point of advertising industry. Its appearance makes the whole
The development of advertising industry has entered a brand-new historical period. With the further popularization of broadband network, new advertising forms will emerge one after another, and the advantages and characteristics of online advertising will become more obvious.
Our development prospects will be limitless. However, online advertising not only has the advantages of free time and space, flexible interaction, but also inevitably has the disadvantages of lack of customer pertinence. Therefore, we should foster strengths and avoid weaknesses and make extensive changes.
Only by improving the quality of online advertising can it develop better.
Keywords: online advertising; Advertising form; 1 characteristics and development countermeasures of online advertising
Advertisers use the Internet to advertise for many reasons. The popularity of the internet has made
More and more people turn to the Internet from TV, which will inevitably bring advertisers more contact with target customers.
Family opportunities. As a mass media, the communication function of the Internet has been widely used.
Recognition. Compared with traditional media advertising, the characteristics of online advertising are obvious.
1. 1 interactivity: consumers can choose the advertising information they are interested in at will, and
Spread quickly, publishing and receiving are basically synchronized.
1.2 Universality: The globality of the Internet makes the advertisements published on the Internet global;
1.3 pertinency: At present, it has been possible to analyze the preferences of website visitors and accurately locate the delivery.
Advertising technology.
Diversity of 1.4 forms: online advertisements can adopt banner advertisements and huge advertisements in size.
Technically, animation, flash and games can also be used, and formally, you can listen, watch and try online.
Play, investigate, etc. , can gather the essence of various traditional media forms, so as to achieve what traditional media can't have.
Some effects.
1.5 is easy to be counted: the publishing times and effects of online advertisements can be accurately unified through technical means.
Rice.
2 advantages of online advertising
2. 1 Wide coverage: According to the research of American mass communication experts, in today's various media,
It took about 38 years for radio media to win 50 million listeners and 5,000 TV media.
It has been used for 13 years, cable TV for 10 years and Internet for 10 years.
It was opened to the outside world in 2000, and it took only four years to have 50 million users. From the perspective of the advertiser market,
The user market covers every corner of the world, and even a small enterprise can become a country overnight.
International companies; Secondly, the universality of the information audience, the current global network users are close to 200 million, the network
Users include people of all ages, occupations and races, among which young people account for a large proportion.
Big, and most network users are more thoughtful; From the perspective of advertising media, the Internet
With wide coverage and wide information audience, online media is the carrier for enterprises to establish international and domestic image and carry out advertising.
Choose high-value media.
2.2 Rich and detailed content, strong expressive force and strong visibility: advertising content is not limited by layout and time.
The system can provide detailed product information, and the network realizes the three-dimensional space of words, sounds, images and animations.
The combination of reality and reality will provide products to network users comprehensively and truly. The essence of computer screen
The accuracy is getting higher and higher, and the visibility of advertising pictures is getting stronger and stronger.
2.3 Direct introduction of advertisements into purchase behavior: Online advertisements can change the contents of advertisements in time according to needs and make management decisions.
Policy changes can be implemented and promoted in time, and the latest product information can be conveyed to consumers at any time; network
Advertising not only promotes products, but also allows consumers to buy online, and the purchase behavior can happen in time.
3 the development history of online advertising
Tracing back to the origin of online advertising, we should mention Prodigy. Also on the Internet.
Prodigy began to try online advertising before commercialization. 1990 online advertising book
At the beginning of this service, Prodigy was just a "lonely experimenter" in this field because it expected.
Advertising can be used as a source of income, but this goal has not been achieved. Until then, the plan
CompuServe has online service at 1979, but it didn't exist until 1995.
Just sold the first advertisement. AOL didn't really start until 1995.
Network advertising operation.
The original online advertisement was the web page itself. When more and more commercial websites appear, how do they appear?
Consumers know that their websites have become a problem, and advertisers urgently need a way to attract them.
A way for visitors to come to their own websites, and online media also need to rely on it to make profits. First kind
The form of online advertising is banner, which is somewhat similar to traditional print advertising. but
Limited space limits the performance of web advertisements, and the click-through rate is declining. At present, the ordinary network
The click rate of this advertisement is less than 1%. Faced with this situation, the online advertising industry has developed a variety of
A form of online advertising that can attract visitors.
Today, whether we like Flash advertisements on web pages or countless emails.
Advertising information, but there is one fact that we have to admit: netizens are already in the package of online advertisements.
Surrounded.
4 the form of online advertising
4. 1 Banner: refers to the top of the home page of the current website (generally in the upper right direction).
Home page) screen advertisement. Image files created in GIF, JPG and other formats are located in web pages, and most of them
Used to express advertising content, you can also use Java and other languages to make it interactive and shocking-
Plug-in tools such as wave enhance expressiveness.
4.2 drift advertising: This kind of advertisement keeps floating on the web page to attract the attention of web visitors.
Meaning.
4.3 Pop-up ads: called picture-in-picture ads. This kind of advertisement is also called "picture in picture" advertisement.
4.4 Full-screen advertisement: This kind of advertisement covers the full screen and has strong shock. Like robust in Sina
Full-screen advertising done online, full-screen advertising of 263 free mailboxes of Lianzhong Games. Although these
Advertising is very eye-catching and appealing, but it is counterproductive because it over-stimulates netizens and is suspected of coercion.
And caused dissatisfaction among netizens.
4.5 button advertising: also known as icon advertising, is a special form of banner advertising, its production
There is no difference between methods, payment methods and their own attributes, but their shapes and sizes are different.
It's different.
4.6 Audio advertisement: 20065438+0 July 1 4 pm, the first automatic audio broadcast on the Internet.
Make an official appearance. Log on to Sina, Sohu, Netease, People.com, China.com, FM365 and TOM.
Com, China, Guangming, Qianlong and other 10 websites, netizens will hear "Warmly celebrate China!
* * * The voice of the 80th anniversary of the founding of the Communist Party of China. This is the "Celebrate China * * *" jointly launched by the above websites.
The 80 th anniversary of the founding of the production party. " Different from the traditional online advertising form, this kind of public service advertisement
For the first time, it was broadcast on the internet in a brand-new automatic voice advertisement way. As soon as the web page is opened, advertisements will
Play automatically.
4.7 Keyword advertisement: (Keyword) There are two basic forms of keyword advertisement: one is keyword search.
As a result, the advertising banner at the top of the page can be bought out by advertisers, with strong pertinence and brand pertinence.
Good effect and high click-through rate; Second, in the keyword search results of the website, advertisers can
To buy the corresponding ranking, in order to improve the chances of your website being clicked by searchers. When an advertiser buys
Under the popular keywords of popular search engines, all users who enter this keyword can be sucked in.
Lead it to his website.
5 problems in the development of online advertising
5. 1 There are few advertising spaces and creative spaces to choose from: generally speaking, they are only on the homepage of the website.
The effect of advertising is reflected, and the space on the home page is quite limited. Advertising effect of banner advertisement
The fruit is good, but banner ads will occupy a considerable position, so banner ads on the page can be counted.
Only a handful.
5.2 Mandatory online advertising: This mandatory one-way push-pull strategy not only reveals online advertising.
Contrary to human nature, it also highlights the high convergence of profit models of website operators at present, in order to
In order to pursue the advertising effect, they sacrificed the efficiency of the network and harmed the interests of netizens.
5.3 netizens' purchasing power is not high: from the perspective of commercial value, netizens' monthly income is in
The majority of netizens are below 1000 yuan. The commercial value of these netizens is not high, and their spending power stays at one.
At a low level, the consumption structure is unstable, and the willingness to consume is not strong, so it is difficult to form a purchase.
A powerful group. Judging from the purpose of surfing the internet, the vast majority of netizens are limited to reading news.
Get information, chat and play games. Indifferent to online advertising, avoid it, not to mention some.
Advertising and online shopping. In this way, the advertising information flow between the sender and the receiver is blocked.
Conclusion: The online advertising industry in China is still in its infancy, and online media and online advertising will follow closely.
With the popularization of broadband network, it has been further expanded and developed. Establish a set of advertising operation mode suitable for China network.
The theory and norms "organically combine new ideas with new technologies and our national culture and fill them."
Make use of the advantages of online advertising, foster strengths and avoid weaknesses, and meet online advertising with a more positive attitude.
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