Internet advertisement refers to the advertisement placed through the network communication platform, which has the advantages of fast communication speed, high accuracy and strong interaction. With the continuous development of new media technology, online advertising has also begun to use new media to realize its own development. The following article begins to analyze the new forms of online advertising in the new media environment.
The definition of new media
Mcluhan said in "Media is Information": In the long run, the truly meaningful information is not the content spread or prompted by the media of all ages, but the media itself. Mcluhan believes that "the content conveyed by the media itself is another kind of media", and the emergence of each new media will bring about social changes and new behaviors. He believes that the basic driving force of social development is the media itself rather than information. Because only after the emergence of some new media can human beings spread information through these new media or people engaged in related social activities, the most striking feature of the media is that the public has a certain influence on social understanding and thinking. Therefore, for each era, the content spread by different media is not really meaningful information, but the really valuable information is the nature of the media itself and the communication tools used in each era, the possibility of its creation and the social changes it brings.
There is no precise definition of new media, because "new" is a relative concept. In the early days, UNESCO gave a new definition of new media: new media is network media. Similarly, new media is defined as: a medium for information dissemination based on digital technology and taking the network as the carrier. With the passage of time, the concept of new media will inevitably change. Traditional media combines new technologies, produces new forms, and constantly updates its own forms.
Second, the characteristics of online advertising
(A) rich in content and form
In the traditional advertising era, the advertising model is relatively simple. Radio advertisements convey auditory information, magazine and newspaper advertisements convey static visual information, while television relatively integrates vision. Hearing, with dynamic pictures and limited interactive elements. The appearance of the Internet has broken the limitations of the original advertising content. In any ordinary webpage, you can find all kinds of advertisements. From simple text links to vivid picture advertisements, there are sometimes eye-catching video advertisements and interactive advertisements, and online advertisements will expand the imagination of the audience.
(b) large information capacity
Traditional advertisements are limited by layout or duration, and the amount of information transmitted is limited. However, the Internet is a borderless world. Users can visit other websites through the links of online advertisements to learn more detailed commodity information, which greatly exaggerates the capacity of information space.
(3) Wide coverage
Internet advertising has penetrated into everyone's life. As long as people can access the Internet, anyone can access the Internet. This invisible net covers every corner of the world, which is difficult for traditional advertising. Therefore, in today's developed network, even a little-known company can achieve a well-known advertising effect through the network.
The target population is accurate
It is the hope of every advertiser to send advertising information to every consumer group. In traditional TV advertisements, TV stations will launch advertisements for different channels and different types, newspaper advertisements will launch advertisements for different content sectors, and magazine advertisements will launch advertisements according to different sub-categories, all for the precise positioning of the audience. In the Internet age, social media is a real-name registration system, which can greatly help advertisers find specific consumers. With the application of network technology and big data, online advertisers can deliver advertising information to the target audience according to various conditions of screening netizens, thus reducing advertising expenses and improving advertising effect.
(5) The advertising effect is easy to be counted.
Remember, with the application of network technology and big data, every browsing and clicking behavior of users can be accurately recorded. The final purchase behavior of online advertising team users can be directly analyzed through data. Therefore, advertisers can clearly see the effect of online advertising, and then make even judgments and timely adjustments to marketing activities.
(6) Strong interactivity
The whole process of online advertising highlights the characteristics of interaction. Reflected in the connection between users and brands, users can communicate with brand merchants at any time, access instant messaging tools, contact customer service and consult relevant product information. At the same time, the form of advertising also reflects the interaction of advertising, users can participate in the interaction of advertising, and even directly participate in the production of content.
Third, the new form of online advertising.
(A) viral network video advertising
Viral online video advertising is a relatively new form of online advertising, and its appearance has attracted the attention of advertising industry. Due to the development of network communication mode, network users' habits and social networks, viral advertising came into being and developed. Among them, several successful viral online video advertisements are shocking. They can promote products on the Internet with very low advertising production cost and no advertising media cost at all, and advertisements can be widely recognized through the spread of millions or even tens of millions of people. This low-cost and high-yield advertising form has simply become an advertising myth.
Weibo advertisement
According to these characteristics of Weibo, its advertising forms also have their own characteristics. Weibo is a comprehensive media platform. Pictures, videos, websites, texts, animations and other meta-diversified contents can be spread on Weibo, and so can advertisements. Almost any form of advertising can be spread through Weibo. Weibo's communication characteristics and attributes make Weibo's advertisements not only propaganda products, but also marketing through Weibo. Some advertisements were released by Weibo, a celebrity on the Internet. Because these celebrities have a large number of popularity and fans, they can be said to be responsive and influential, but this kind of publicity is difficult to form long-term popularity. However, the events in Weibo can stimulate the participation of the audience, cause emotional buzz, and can be heated for a certain period of time.
(3) WeChat advertising
In recent years, mobile terminal devices such as smart phones and tablet computers have been rapidly popularized, the scale of users has increased rapidly, and the user's stickiness has been continuously enhanced. Instant messaging tools represented by WeChat have become the focus of advertisers' attention and delivery. The data shows that the number of WeChat users has exceeded 600 million, and WeChat has become an important mass media. Text, pictures, voice, video or comprehensive information can be quickly transmitted through WeChat. Wechat has developed from a simple voice chat function to the present, and has developed into a comprehensive media integrating chat, social, e-commerce and financial functions. At present, the advertising forms provided by WeChat for users mainly include the following:
1. WeChat official account pushes advertisements.
Advertisers open public accounts and send information in time by attracting public subscriptions.
2.O2O advertising
We often see such information in front of some shops: scan the QR code, pay attention to the official WeChat, become a member, and enjoy in-store discounts. Users only need to scan the unique QR code of the merchant with their mobile phones to get an electronic membership card stored in WeChat and enjoy the preferential services provided by the merchant. This form of advertising is the marketing model of O2O, which obtains preferential qualifications online and makes purchases offline. This way can attract a large number of customers in a short time. After paying attention to merchants, merchants will cultivate loyal customers through a series of promotional means such as launching preferential information and releasing product information.
3. Push ads based on LBS
Push advertisements based on LBS(LocationBasedService) are common in the push of life service information. You can find the surrounding WeChat users according to their geographical location. For example, users looking for restaurants in unfamiliar places can use WeChat to search for nearby food. From the audience's point of view, this is a way to actively seek advertising information. Another situation is brand search, which accurately finds the target group and sends information by searching users in a certain range around.
4. WeChat game
The embedded games in WeChat make advertising flourish. The most common type of advertisement is artificial planting. It is a necessary element to implant advertising content into the game so that users can experience the product during the game. The WeChat game designed and produced for this product is also very popular among users. The game is easy to use, interesting and has social functions, which is very suitable for the communication characteristics of WeChat. In addition, cross-screen interaction with QR code is also one of the ways of WeChat advertising.
label
Everything has its production and development process, and the growth of new things is also a development process from small to large, from weak to strong, from imperfect to perfect. Advertising is a product of commodity economy and an information dissemination activity. The complexity of the new media environment has led to the traditional advertising production methods can no longer meet the needs of the audience, the traditional advertising marketing methods have been subverted, resulting in new marketing methods, and the new forms of online advertising have gradually been recognized and accepted by everyone.