Online advertising is multidimensional. It can organically combine words, images and sounds, convey multi-sensory information, and make customers feel goods or services as if they were there. The carriers of online advertising are basically multimedia and hypertext documents, so that advertisers can learn more about the products they are interested in and let consumers experience products, services and brands personally.
This kind of advertising form combining pictures, texts, sounds and images will greatly enhance the effect of online advertising.
The essential characteristics of online advertising;
1. Online advertisements need to be attached to valuable information and service carriers.
Online advertising relies on some valuable information and services, such as search engines, instant messaging, e-mail, etc. Without these valuable carriers for users, online advertising cannot achieve the purpose of online marketing. This feature shows that the effect of online advertising is not only determined by online advertising itself, but also closely related to its existing environment and attached carrier.
2. The core idea of online advertising is to attract users' attention and click.
Due to the limited information carried by online advertisements, it is difficult to directly assume the responsibility of selling products. The direct effect of online advertising is mainly browsing and clicking, so the core idea of online advertising strategy is to attract users' attention and clicking.
3. Online advertising has the dual attributes of mandatory and user-oriented.
Although theoretically speaking, whether users browse and click on advertisements is autonomous, more and more advertisers use coercive means to force users to browse and click, such as pop-up advertisements, full-screen advertisements, interrupted advertisements, floating advertisements, browser plug-in advertisements and so on. Although these advertisements have aroused strong dissatisfaction from users, they have achieved the objective effect of increasing browsing and clicking.