在线广告发展态势与特性分析

Developing tendency and characteristics of online advertisement

在线广告作为广告新的形式和互联网的重要组成部分 ,比传统广告的信息覆盖面更宽 ,可以遍及全球 ;能够实现信息的双向传播 ,表现出强大的交互性 ;具有独特的多媒体形式 ,能够提供超大容量的信息 ,并且制作成本低廉 ;出色的广告效率、灵活多样的运作模式和可以测试和评估的广告营销效果更具有传统广告不可比拟的优势。在线广告一经出现就得到了十分迅猛的发展 ,在线广告的年营业收入成倍地增长 ,在所有广告收入总额中所占的比重也逐年上升 。

Online advertisement, as a new and important form of advertisement on Internet, is developing at a fast speed due to its many advantages. First, it may cover a wider range all over the world and is able to transmit information in dual-direction. In addition, it presents a strong cross-mutual property and special features in applying multimedia. It can supply exceedingly great amount of information at low cost but high efficiency. Furthermore, its multiple operating models and measurable effects also account for its quick development. The income brought by the online ads is geminating annually, and its proportion in the income of ads of all kinds is increasing too. It is estimated that in the near future, online ads income will exceed that of television.