The Information Design Analysis Of Advertising Network

Advertising network is an important part of the online advertising market.With the rapid development of Internet, the major sites are developing as much as graphic advertising and dynamic visual effects in the limited space for the realization of economic benefits. Chaotic visual informations of advertising interfere with the users and the offensive led to users, which are not conducive to online click and conversion.It shows that the design of information for online advertising is very important.The visual information conveyed from network advertising has been wildly accepted as key parts in the clicks, transaction and other acts of the advertising pages.This paper focuses on the visual information in the network advertising.It was analysed theoretically for advertising information factors on the impact of performance data and built model of various factors relationship between performance data of advertising and information communication by the theory of information communication.In this paper, on the Taobao trading platform, different size advertising space has been selected on four Chinese well-know Websites,and the top five visual elements for network advertisement: brand symbol,color information,text information,page layout and the richness of content have been tested in phases,then the subsequent data has been conducted statistical analysis.The results and conclusions will provide useful references for the information design of network advertising.This paper concludes the following three core issures of exploratory studies:1. The AIDI model of Taobao online advertising has been constructed. Based on Heinz M Goldmann's AIDI, P4P marketing steps of attention, interest, desire and action have been built and reflected in the experimental design and following data.2. Visual information has an important influence on the A_CTR of advertising page. There is a positive correlation between visual elements of hypothetical model and ACTR, SCTR.3. Complex relationship has been anylasised between visual information and the follow-up conversion in this paper. Correlation analysis has been built between visual elements and ALIPAY, finance consumption, ECPM.There was a stage test on Taobao which is the Chinese e-commerce site and statistical analysis and summary of the performance data, in order to make up for our online advertising in the field of information design,and provide a useful reference for the design of online advertising.