Research On The Innovation Path Of China Digital TV Advertising In The Internet Era

TV as a media authority traditionally,is the required media to brand advertising.However,with the Internet spreading and rising,various new media has a rapid developing when it chose the Internet as a platform,and become an important way in mass medium.Advertising is not limited to television,the new media holding many advantages such as precise delivery and good quality experience,threaten the TV advertising market share more and more,which brings impact to the traditional TV advertising business.Although television advertising occupy a higher market share,it has become a topic that the advertising business of traditional domestic digital TV how to innovate to seek survival and development in facing the TV advertising experience optimization and market competition from new media in the era of Internet.This paper adopts the method of literature review and case study analysis,and focus on the service features,operation environment,problems and innovation of the domestic digital TV advertising,and is demonstrated by the success cases of domestic TV advertising.There are four innovations including communication optimization based on the experience,marketing optimization based on precision delivering,production optimization based on the cross-border interaction and delivery strategy Optimization based on Big Data.These innovations help domestic digital TV operators discovering the development path of television advertising in the Internet era and under the new media environment,including the development of immersive experience of TV products,producing high quality TV programs,enhancing creative experience,providing advertising program of purchase,and so on.