What are the characteristics of online advertising?

Features: 1. Strong interactivity is the biggest feature of the network itself. The network is different from the one-way communication of traditional media information, but the two-way interactive communication of information. Users can get information they think is useful, and manufacturers can get feedback from consumers at any time. From the perspective of marketing communication, interactive advertising on the Internet has two basic characteristics: one is to publish information to meet personal needs, and the other is that advertisers can choose information freely. It is different from advertisements appearing in traditional media. Interactive advertising allows different audiences to choose different advertising information, thus meeting the individual's demand for information. 2. The spread of widely spread online advertisements is not limited by time and space. It spreads advertising information all over the world through the Internet, creating a brand-new online communication and interaction platform on the earth where human beings live. As long as you have the conditions to browse the Internet, anyone can set up a business at any time and any place and read online advertising information at any time and any place. This is unmatched by traditional media. 3. The audience of targeted online advertising is the youngest, most energetic, most educated and most purchasing power group. Online advertising can be the potential consumers who are most likely to buy in the target consumer groups that advertisers directly face. 4. It is difficult to accurately count the target audience of advertising information when traditional media publish advertisements, but on the Internet, through authoritative and fair access to the statistical system, we can accurately count the contact amount of each advertising information, understand the time and regional distribution of heavy contact with advertising information, and lay a solid foundation for advertisers to scientifically evaluate the advertising effect. 5. Flexible advertising and low cost. Internet advertising is a real-time, flexible and low-cost advertising form. Advertising is difficult to change after it is published in traditional media, and it will cost a lot of money. On the Internet, after the advertisement is published and broadcast, it is convenient to change the advertising content in time according to the changes of the market and the adjustment of marketing strategy, so that advertising activities can serve the marketing strategy in time and effectively. 6. The carriers of various and effective online advertisements are basically multimedia and hypertext files, which enable the audience to know more detailed information about the products they are interested in and enable consumers to experience the goods and services themselves. This multi-sensory information is conveyed in the form of pictures, texts, sounds and images, so that the target audience can personally feel the goods and services, and order, trade and settle accounts through the Internet, which greatly enhances the effectiveness of online advertising. The limitation of online advertising is that the communication effect is worse than that of TV, and the development of online advertising needs the development of local science and technology. Type: Banner: a picture showing the content of a merchant's advertisement, which is placed on the advertiser's page and is the most basic advertising form in Internet advertising. Its size is 468*60 pixels, or 234*30 pixels. Generally, it is an image file in GIF format, which can use static graphics or be spliced into an animated image from multiple frames of images. In addition to the common GIF format, emerging rich media banners can give banners stronger expressive force and interactive content, but it generally needs the support of browser plug-ins used by users. Banner is generally translated into banner advertisements, banner advertisements and so on. Logo advertisement: a trademark or a specific logo usually used to promote business, and its size is generally120 * 60,88 * 31pixel. Because the size is smaller than the banner advertisement, it is flexible in location, easy to place and relatively low in cost. Button advertisement: an advertising form evolved from banner advertisement, which is smaller than the graphic size of banner advertisement. There are 120*60, 120* 180, 80*40, 40*20 pixels and other sizes. It can be placed anywhere on the web page more flexibly. Moving icon: a kind of flying button advertisement, which can design a "flying" trajectory according to the requirements of advertisers and the characteristics of the webpage itself to enhance the exposure of the advertisement. Picture-in-picture advertisement: Picture-in-picture advertisement exists on the last page of all non-picture news in a certain kind of news, and it will link to the website tailored for customers according to their needs. Greatly improve the hit rate of advertisements. It can achieve considerable attraction in the inner page, and with the dynamic and sound effects of using Flash, the click rate is higher than that of Banner. Textlink advertising: directly connect to the customer's advertising content page through the general short text link. Advertising is simple and clear, directly covers the theme, and has strong pertinence and guidance for visitors. Pop-up window advertising pop-up: after opening the home page, a new small window will pop up and advertisements will appear. Link directly to the customer's advertising content page. Optimus Prime vertical advertising: it is an advertising form designed by using vertical advertising spaces on the left and right sides of the website page. This form of advertising can directly explain customers' products and product functions in detail, and can conduct specific data surveys and prize-winning activities. Banner advertisement: the advertisement is placed in the middle of the whole page and can be published on the home page and channel page of the media website. Because the wide-screen advertisement is placed on the golden page of the website, on the one hand, it increases the gold content of the advertisement, on the other hand, because it is in the middle position, visitors will inevitably come into contact with the advertisement when browsing the information at the bottom of the page, thus improving the effective exposure rate of the advertisement. Text link advertisement: A text link advertisement takes one line as an advertisement, and you can click it to enter the corresponding advertisement page. This is a more effective online advertising form with the least interference to visitors. Sometimes, the simplest form of advertising works best. E-mail advertising: E-mail advertising has the characteristics of strong pertinence (unless you send spam at will), low cost and unlimited advertising content. In particular, it has a strong pertinence, and it can send specific advertisements for specific people, which cannot be achieved by other online advertising methods. Sponsorship: There are various forms of sponsored advertisements, which provide advertisers with more choices besides traditional online advertisements. For example, TCL sponsored Sohu World Cup Channel. Combination with content: the combination of advertising and content can be said to be a kind of sponsored advertising. On the surface, they are more like content on a web page than advertisements. In the traditional print media, this kind of advertisement will be clearly marked, pointing out that it is an advertisement, but there is usually no clear boundary on the web page. Interrupt advertisement (pop-up advertisement): When a visitor requests to log in to a webpage, the advertisement page or pop-up advertisement window will be forced to be displayed. They are a bit like TV commercials, interrupting normal programs and forcing them to watch them. There are various sizes of spot advertisements, including full screen and small window, and the degree of interaction is also different, from static to full dynamic. Browsers can stop watching advertisements by closing the window (TV advertisements can't do this), but advertisements appear without any warning. Tourists are sure to see children. Rich media: Generally speaking, it refers to online advertisements with complex visual effects and interactive functions written by browser plug-ins or other scripting languages and Java languages. Whether these effects are effective depends on the server-side settings of the website on the one hand, and whether visitors' browsers can view them smoothly on the other hand. Generally speaking, rich media can show more and more exciting advertising content.