Advertising in the interactive network era must face up to the reality that interactive communication has become the mainstream, and strive to adapt to and use the interactivity of communication to enhance the communication effect. High-precision technology makes accurate dissemination based on database possible. In the new era, consumers consume and receive communication as individuals, and advertising communication will face individuals rather than the public.
If it is based on a developed consumer database, it can ensure that advertising communication is not only aimed at consumers, but also personalized and extensive. Therefore, advertising communication has become an accurate and effective means of communication and reduced costs.
Due to the dilution of the media, the proportion of advertisements in the media will probably decrease, while the proportion of advertisements with interpersonal characteristics such as promotion will increase. Advertising communication activities will be more integrated.
Characteristics of online advertising creativity
1. Jumping
Advertising creativity is inevitably restricted by the form of expression, so it must conform to the performance characteristics of the media. Online advertising appears on the screen, but it is impossible to show a life scene or a vivid story like TV.
It is a flat banner or slogan, but it can be moved. Not only the scenery, objects and characters in the banner can be moved, but also the whole banner can be moved, which is more dynamic than newspaper advertisements. Therefore, jumping is the characteristic of online advertising, and it is also the characteristic of online advertising creativity.
2. Linkability
Link function is an important feature that distinguishes the network from traditional media, and online advertising should give full play to this advantage. When making online advertisements, we must consider the relationship between this layer and the next layer (or more layers), regardless of pictures and words.
What is displayed at this level, what is displayed at the next level, and how to connect. Link is a unique attribute of the network. If all levels are interrelated and integrated, it can fully play its role in online advertising.