Abstract: Online advertisements first appeared in the United States in 1994, and the earliest commercial online advertisements appeared in China in 1997. Internet advertising has many advantages that traditional media do not have, so it is widely used in enterprise product promotion, brand promotion and other fields. With the continuous development of the Internet and the increasing number of netizens, online advertising will get greater development, and its application fields will also expand. The development prospect and space of online advertising in China are very broad. China should sum up the problems existing in the online advertising industry in time and take targeted measures to promote the sustainable development of online advertising. [Keywords:] The development of online advertising application 1994, and the formal connection between China and the Internet have made the Internet develop rapidly in China, and the number of netizens in China has also increased rapidly, laying an important foundation for the rise and development of online advertising in China. From 65438 to 0997, Bitnet (www.chinabyte.com), an IT website in China, won the first online advertising fee income in China [①]. Since then, on the basis of traditional media in China, online advertising has become a new platform of advertising industry, which has been rapidly developed and widely used. I. Introduction Internet advertising refers to a kind of advertising form with good interactive function, which is designed and produced with digital code as the carrier, published and disseminated through the Internet by using multimedia technology. Online advertising first appeared in the United States in 1994, and the earliest commercial online advertising appeared in China in 1997. Subsequently, online advertising appeared in various online media and gradually developed, and was widely used in enterprise product promotion, brand promotion and other fields. Since 2 1 century, China's network economy has gradually stepped onto the road of standardization, and China's network-based camp has basically taken shape. From 2000 to 2002, although the IT industry in China entered a low tide after the bubble burst, online advertising continued to grow. During this period, the progress of network bandwidth technology provided an opportunity for China's online advertising to get rid of the simple picture advertising form. With the development of streaming media technology, online advertisements in the form of audio and video began to appear. In 2003, China's online media attracted a large number of netizens and advertisers in the timely coverage of the Iraqi war and SARS, and achieved a leap-forward development. According to statistics, the online advertising revenue of China in 2004 was 654.38+09 billion yuan, with a growth rate of 75.9%, and in 2005 it was 365.438+03 billion yuan, with an increase of 77. 1% compared with 2004, and it was 4.66 billion yuan in 2006, with an increase of 48.9% compared with 2005. Compared with traditional media advertising forms, online advertising has many advantages: First, the transmission of online advertising information is obviously interactive, which is conducive to enhancing the initiative of consumers. Second, the spread of online advertising is extremely extensive, and it is less limited by time and space. Third, online advertising can put different advertisements for different consumer groups, which is more targeted and targeted. Fourth, the online advertising production cycle is short, the cost is relatively low, and it has obvious economy. These advantages determine that online advertising has a wide range of application space and application prospects. Second, this theory 1. The rise of online advertising since 1994 Internet was opened to commercial application, in just a few years, online media officially entered the forest of mass media. With the wide application of the Internet, all kinds of information have made unprecedented breakthroughs in scope, speed, communication ability and information interaction. The development of e-commerce has a far-reaching impact on traditional advertising media. With the rapid expansion of the network scale, Internet-based online advertising has developed rapidly and gradually become the most popular advertising form in developed countries in Europe and America. Since 1990s, it has developed into the fifth largest media after the four traditional media (TV, radio, newspapers and magazines). The earliest online advertisement appeared in 1994. On June 4th, the famous American Wired magazine199410, www.hotwired.com's online version and at&: T 14 customers' advertising banners were launched, which was a milestone in the advertising history. Since then, online advertising has gradually become a hot spot on the Internet, and online media operators are trying to attract more viewers and advertisers. From 1997 to 1998, the IT industry in China began to realize the development prospect of online advertising, and gradually online advertising appeared in the websites of China. 1In March, 1997, the first commercial online advertisement appeared in China, that is, the advertisement released by Bitnet (www.chinabyte.com) for IBM's new product AS400, in the form of a 468×60 pixel animated banner advertisement. It marks the birth of online advertising in China. Although the form of this advertisement seems monotonous now, it has played a vital role in the development of the Internet industry in China. Today, online advertising can be seen everywhere on the Internet, and even quite a few websites regard online advertising service as the main source of their profits. For example, 70% of Yahoo's revenue and 60% of Sina's revenue come from online advertising. These facts show that online advertising plays an irreplaceable role in the profitability of today's Internet websites. And online advertising has also had a great impact on enterprise advertising management. 2. Application of online advertising At present, online advertising is widely used in three major fields: First, the promotion of new products of enterprises. The second is the publicity of the activity project named by the enterprise. The third is the daily promotion of corporate image and corporate brand. Specifically, the application of online advertising in business activities generally has nine mature forms [②]: (1) registering an independent domain name on the Internet, establishing a website for publicity, and releasing information to the public through the company's homepage; (2) button. There are four most commonly used button advertisement sizes: 125× 125, 120×90, 120×60, 88×3 1 in pixels. Positioning in the web page, because of its small size and simple expression; (3) banners. The most popular advertising method on the Internet accounts for about 60% of all Internet advertisements. Advertisements usually include the company name, short messages and words that encourage users to browse the web. It can be static or dynamic, such as clicking on advertisements to get more detailed advertising information or entering corporate websites; (4) Rich media expansion banner. This banner combines multimedia technologies such as Flash, Shockwave and Java to provide images, sound effects, animations and photos. You can shop or register information at will without leaving the original webpage. Rich media advertising is not only more effective than static advertising, but also more effective than Flash and Html advertising. It provides a creative space and makes online advertising as memorable as traditional advertising. For example, Honda's online car advertisements use animated images of mountains, lakes and flowers; (5) advertising. Also known as "bounce advertisement", a new window appears to display the advertisement before the user enters the website or column; (6) e-mail. E-mail is the cheapest and most effective way of publicity on the Internet. Electronic magazines and other forms. Information is regularly sent to target consumers by e-mail at a very low cost. E-mail is the most successful advertising method on the Internet, which is convenient for accurate advertising to target consumers and saves advertising costs. (7) Full-screen advertisement When the user opens the browsing page, the advertisement will appear in full-screen mode for 3-5 seconds. You can use static pages or dynamic Flash effects, and then gradually shrink to the normal banner size to enter the normal reading page; (8) Network video advertisement: directly convert TV advertisement into network format to realize play online; (9) Spreading advertisements through newsgroups. Newsgroups are also a common Internet service, similar to bulletin boards. Everyone can subscribe to it and become a member of the newsgroup. Members can read many announcements on it, publish their own announcements or reply to others' announcements. 3. The development of online advertising in the current society With the rapid development of the Internet, online advertising, as the main source of online media income, has been highly valued, and as the most promising new advertising media form, it has attracted the attention of the advertising industry. Therefore, online advertising has been greatly developed in the current society. PricewaterhouseCoopers, one of the four largest financial consulting companies in the world, recently predicted that in the next five years, the Internet will become the fastest-growing media form for obtaining corporate advertising expenses. In the era of e-commerce, market competition will enter a more intense stage. Moreover, due to the disappearance of the intermediate link between producers and consumers, the role of advertising will become more prominent. Advertising is the main form of communication between producers and consumers, and consumers will rely more on advertising for product selection. The saving of intermediate costs also enables enterprises to have the ability and motivation to increase advertising investment. Therefore, the competition of enterprises in the network era will mainly be the competition of effective information dissemination, not the competition of advertising. The unique advantages of online advertising make it an important link in the implementation of e-commerce. Internationally renowned enterprises have set up corporate websites on the Internet to publicize enterprises, brands and products, and set up online marketing channels. According to the statistics of the National Science Foundation (NSF), commercial applications have occupied more than 565,438+0% of Internet registered websites. Market analysis shows that online advertising has brought good returns to customers, and 82% of automobile consumers will check the advertisements online before buying. Take Toyota Motor Corporation as an example. It painted road sign advertisements in many places on the Internet and found that online advertisements made the company sell 7,329 cars, accounting for 5% of the online advertising visits. With the development of global advertising industry and the recovery of network economy, online advertising with low price, wide spread and obvious effect is increasingly favored by enterprises. China's online media is also constantly exploring, breaking through the inherent mode of online advertising and trying to diversify. Since 2004, some new ideas have led the development of online media in China, such as web2.0, blog and rich media. , has had a great impact on the development of online advertising in China. In 2005, the online advertising market in China reached 310.3 billion yuan, surpassing the magazine advertising market for the first time and becoming the fourth largest advertising media in China. Conclusion With the continuous development of the Internet and the increasing number of netizens, the influence of the Internet on people's daily production and life is becoming more and more significant. Therefore, online advertising will be further developed and its application field will continue to expand. At present, looking at the online advertising market in China, the online advertising business volume and its proportion in the whole advertising market are on the rise. The team of online advertising operators, including portals and various professional websites, is constantly growing, the number and structure of advertisers who invest in online advertising are constantly optimized, and the forms of online advertising are constantly innovating [③]. However, online advertising in China is still in its infancy, and its foundation is still very weak. Problems such as the lack of legal norms of online advertising, ineffective law enforcement by online advertising management departments, low creative level of online advertising, and extensive communication methods of online advertising need to be solved urgently. Generally speaking, the development prospect and space of online advertising in China is very broad, because the overall development trend of advertising in China is good, which has created a good environment for the development of online advertising, and the rapid development of the Internet in China has also laid a solid audience base for the development of online advertising. In addition, the continuous development of China's economy and society and the continuous expansion of market scale also determine that online advertising itself has huge development space and broad development prospects. In view of the existing problems, we should take corresponding countermeasures. On the one hand, the legislature should strengthen the legislation of online advertising industry, and the relevant government departments should strengthen the management of online advertising. On the other hand, online media and advertising companies should strengthen the creativity of online advertising, increase the breadth and depth of enterprises and industries' participation in online advertising planning, and use integrated marketing communication strategies to make online advertising in China embark on the road of rapid, stable, healthy and sustainable development. For more related papers, please refer to:/p-457018939.html. I hope it will help you!
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