Research On Web Advertising Of New Media Era

The coming of Web2.0 era make plentiful network new media grow up rapidly, they provide web advertising with diversification diffuse carrier. They have become the part of progressing most quickly and being more business potential of the new media industry. More and more advertisers will pay more attention on the unique platform marketing value of the new media and spend budget on the dispersive network media in order to try different web marketing means.In 2007, by right of 90per of the user' s using rate, Search Engine has become the first Internet application. The advantage of user' s initiative and exact effect have make Search Engine become new media platform to generalize the industry' s brand. In the same time, with the development of market subdivision, another new media market such as blog, video frequency site, Instant Messaging and so on will also develop quickly, they will provide new marketing means for the advertisers. As the new kinds of advertisement, the Blog advertising, video advertising and TM advertising will enlarge their specific gravity and become the main factors to promote the development of brand market. Therefore, this article first introduces the general principle about Web advertising then probes into the progress trend in new media era, and last puts forward some representative web advertising types as research objects. Thesis mainly contains such sections:1. Probing into the definition of new media and then analyze about it' s forces; Researching on the origin, ten years' progress course, industry scale and the progress trend in new media era about web advertising.2. Researching on the progress of Search Engine advertising from these ways: industry progress, market scale, and user scale; probing into the marketing value and model; analyzing the theory of the long tail and it' s reference to constitute key words strategy.3.Introducing the marketing progress of video frequency advertising; researching on it' s marketing model: push model, sponsor model, UGA model and their different forms.4.Blog advertising and TM advertising are being a elementary phase, they haven' t formed into industry scale, their forms and profit mode need us to o search after further. The chapter uses reference of some developed country such as America and Japan researches on some contents about Blog advertising and TM advertising: analyzing the progress process and trend, Probing into convergence effect, word-of-mouth marketing of blog and marketing value of TM advertising; researching on their marketing model and analyzing about the model that has been put into practice combining with marketing cases.