Research On Creative Performance Of Interactive Advertising In Era Of New Media

With the continuous development and progress of social science and technology,the Internet and digital technology based on the new media show rapid development momentum,the traditional advertising communication model had a disruptive impact.New media to bring unprecedented advertising interactive technical support,interactive advertising has become the majority of advertisers in the new media environment,the main mode of transmission.In this case,advertising practitioners to take advantage of the opportunity to seek new ideas and ideas,we must explore the creative strategy of new media advertising,advertising information to maximize the value of the spread.This paper analyzes the existing problems of the New Media Interactive Advertising Creative Performance,correctly recognizes its current opportunities and challenges,grasp the new social development situation under the new media advertising development opportunities,and promote the healthy and rapid development of new media advertising.The main body of this research is divided into four parts.The first part is the introduction,The present research on the new media interactive advertising is reviewed.The second part defines the relevant theoretical concepts of new media and interactive advertising,and analyzes the creative forms and characteristics of interactive advertising in the environment of new media technology.The third part summarizes the plight of new media interactive advertising creative performance.The fourth part puts forward the concrete implementation method out of the predicament.The fifth part will apply the research results in the concrete case-taking Xi'an Hongliang Tangningfu voice red envelopes project as an example.The purpose of this paper is to explore how to realize the creative expression of interactive advertising in the new media environment in order to provide useful support for the diversified development of interactive advertising in the new media environment.In this paper,the case analysis method,literature review method,supplemented by quantitative and qualitative research methods,selected new media advertising creative case for the research object,by screening in the creative unique highlights of the advertising case,and according to its creative focus on the different,Its classification study.Explore the success stories of new media advertising to analyze,demonstrate the feasibility of the solution and applied to specific projects...