在网络科技、数字信息技术的发展带动下,数字时代已然到来,并且已经成为信息化社会的主要标志。数字时代下,数字电视正取代传统电视,为人们提供更优质的服务。数字电视具有功能多样、节目清晰丰富、互动性强等特点,是电视行业全新的经营模式。然而,传统的电视广告却因此受到威胁,其未来发展将面临巨大挑战。本文重点分析数字时代下电视广告的特征及发展趋势,从数字时代给电视广告创意带来的影响和数字时代电视广告的创意创新两个角度指 Driven by the development of network technology and digital information technology, the digital age has come and it has become the major symbol of the information society. In the digital age, digital television is replacing traditional television to provide better service to people. Digital television has a variety of features, programs clear and rich, interactive and so on, is the TV industry a new mode of operation. However, traditional television advertisements are therefore threatened and their future development will face enormous challenges. This article focuses on the analysis of the characteristics and trends of television advertising in the digital era. From the perspective of digital advertising creative era and digital advertising innovation