The Nature of Interactive Advertising

Interactive advertising as an advertising campaign, it must have the following four conditions: content theme, audience, time, medium or carrier. Leaving any one of these conditions does not constitute interactive advertising. Interactive advertising as a means of advertising is in line with the natural human communication behavior of a two-way communication concept. It is different from traditional advertising.

In the current era, the Internet is the largest and most common medium or carrier of interactive advertising. That's why we usually call it "online advertising", "online marketing" and so on. Therefore, interactive ads are often displayed in front of us on terminals such as "websites" or "web banners".

Interactive advertising means of communication include: visual images, audio language, interactive forms.

Visual image is the visual feeling of interactive advertisement, including the use of color tone, picture composition, text arrangement, animation design...and so on. The beauty of the visual image, good or bad, directly affects the accurate expression of product advertising ideas. It needs to match the temperament and characteristics of the product itself, and leave a beautiful external image to the audience.

Audio-visual language is composed of two elements: language and sound, and it carries thoughts and emotions with flowing language or music sounds, matching the rhythm and temperament of the visual image, and directly appealing to the audience's auditory organs. It requires direct and accurate accentuation of the rhythm and atmosphere of interactive advertising works.

The interactive form is the soul of the interactive advertising work, and it is also the key point that distinguishes interactive advertising from print and video advertising. The interactive form directly sets which audio-visual elements appear first, which audio-visual elements appear later, and under what conditions and in what way? These are pre-designed by the designer according to the purpose of the advertisement. Compared with traditional advertising, it has a broader creative space. It prompts or guides the audience in the process of receiving advertising information can go beyond the latitude of time to directly choose the information they want to see the most, from this time and space to choose the conversion of the audience to experience the product's temperament, characteristics, spiritual connotations, and produce the feeling of beauty, the real interaction with the advertising terminals, so as to have a deep impression of the product. And the design of this interactive system is the interactive form.

As seen in the above table, interactive advertising has a richer means of communication and a wider range of applications because of its interactive features of optional viewing. Therefore, in the process of its creation will involve a richer variety of artistic disciplines, and the requirements for creators are also higher.

At the same time, interactive art as an emerging form of comprehensive art also has such characteristics, its means of expression, the scope of application of almost all of the current era of film and television art and graphic arts, making interactive advertising creators have a deeper digging space and source of inspiration.