Characteristics of interactive advertising

The characteristics of interactive advertising are: it will not become an advertisement without agitation, and both print advertising and video advertising must have strong agitation. This is because:

1, human beings have the desire to pursue beauty, and interactive advertising works spread beauty, which will naturally cause * * *.

2. The visual images, words, language and sound of interactive advertising works, as well as the structure, rhythm and plot of innovative interactive forms, can capture the audience.

3. The intuitiveness of interactive advertising makes it communicate directly with the audience, and it is easy to infect and impress the audience. It can be said that agitation is a sign of the success of interactive advertising. Georgetalk (1988) published Time-the Next Competitive Advantage Resource in Harvard Business Review, and put forward the concept of TimeBasedCompetition(TBC). He believes that time is becoming the main factor affecting demand and competition. Interactive advertising can realize instant communication between advertisers and consumers, and it has more competitive advantages than traditional advertising in timeliness.

Traditional advertisements are mainly delivered through mass media, which has a large audience, but many people are not the target consumers of advertisers. This way of delivery may cause a lot of waste of advertising expenses. In addition, in today's information explosion, people receive more information than the load. People are afraid to avoid a lot of advertising information released by mass media that has nothing to do with them, so they can't accept it or can't accept it. Even if there is a desire for feedback, but because of poor feedback channels and high cost, only give up; Interactive advertising can communicate with consumers through efficient interactive media, and consumers can speak freely with advertisers through low-cost and very convenient interactive media, thus achieving better advertising communication and feedback efficiency. Traditional advertisements are spread to consumers in one direction through radio, television or print media. Target consumers are interested in advertising products, but even if they are aroused by factors such as time or space, they may not be able to take immediate action. As time goes by, consumers' willingness to buy gradually decreases, and advertisements gradually lose the opportunity to promote sales. However, through interactive media, interactive advertising can not only vividly display the performance of goods, but also cooperate with interactive shopping platforms, once consumers' purchase intention is stimulated, they can order immediately. In this way, the advertising effect is directly converted into sales.