The Communication Research Of Interactive Online Ads In China

The development and application of network media has a serious impact on traditional media-driven society. In the new media environment, in order to break the communication barriers encountered by the traditional media, the upstart of advertising industry-interactive online ads has entered our version.The interactive online ads is a forms of online ads,it refers to online media as the basis, users can exchanges easily. In the actual communication process, the main industry of advertisers is complex and highly concentrated, products or brands become nationwide, fashion and younger; the Internet advertising media have developed rapidly, the media applications of mobile networks have rised and developed rapidly; The audience is large-scale, the most job occupation is students and white-collar, integrated portals, search engines, instant messaging, C2C website are they frequently contact with the type of site. Interactive banners, rich media ads, ads sites and search engine ads are the main typical forms in interactive online advertising with its strong technical support and friendly interactive content. Interactive online ads shows some spreading characteristics:the diversification of communication, the audience involved in differentiation, terminal operating technology-based, interactivity and the effective feedback channels.In the actual communication process, although the dissemination of interactive online ads has many advantages, it has suffered a series of embarrassing situations, such as the audience property limits the brands involving in, audience participation is less, communication channels single and the flexibility of assessment system is poor. The reason for these communication problems can be classified as subjective reasons and objective reasons. The subjective reasons include professionalism constraints of advertising agency, human factors constraints for advertisers and the constraining factors from the advertising audience. The objective reasons include technical limitations, the advertising budget constraints, communication platform restrictions.In view of this, this paper gives some countermeasures for the communication research of interactive online ads based on audience. That is, a clear brand positioning, identify target audiences, increasing advertising performance, expanding media channels, enhancing the effect assessment.