网络广告的现状、危机与对策

Internet Advertising: The Present Situation, Crisis and Strategies

网络广告的市场发展状况、广告主关注状况、广告受众接受状况等方面的资料显示,网络广告在迅速发展的同时,也在传播效果、广告形式、主体规范、受众价值等领域存在着短期内无法克服的危机。为了促进网络广告的发展,网络广告应定位于传统媒体的有益补充的地位,并开展研究小众化网络广告受众、开发网络广告友好互动技术、建立网络广告检测与评估体系、加强网络广告市场的监管与法制建设等基础性工作。

The data from the current Internet advertising market, sponsors＇ attention and audience＇s attitude indicate： with the rapid development of web advertising industry, there exist some inherent crisis in terms of communication effects, advertisement forms￡ subject norms and audience values. In order to accelerate the development of web advertising, it should be positioned as a valuable supplement to traditional media. In addition, research work needs to be done to analyse divided audiences, develop friendly interactive web technologies, set up inspection and evaluation systems and to strengthen the legal system for the web advertising market.