Html5互动广告在移动终端的用户体验探究

User Experience of Html5 Interactive Advertisements in Mobile Terminals

伴随着移动互联网的兴起,广告业为了适应新的媒体环境与市场环境,诞生了众多新型的广告形态,如手机App中的LBS广告(Location Based Service,基于位置的服务)、HTML5广告等。移动端HTML5广告凭借其精美的设计风格、有趣的交互性以及良好的体验性迅速成长与发展,吸引了越来越多的品牌用它进行数字化营销。文章结合实际案例来探究新型互动HTML5广告中的交互设计形式及广告中的用户体验。

With the rise of mobile Internet, the advertising industry has created various new advertising forms for adapt to the new media market environment, which like the LBS ad（Location Based Service）, HTML5 advertising and so forth. With its exquisite design style, interesting interactivity and good experience, HTML5 advertising of mobile has rapidly grown and developed. More and more brands are attracted to use it for their digital marketing. With examples, this paper explores the interaction design form and user experience in new interactive HTML5 advertisements.