网络广告与传统媒体广告有着显著不同,除了在传播渠道和传播内容上具有自身特性之外,更重要的在于网络媒体是一种互动媒体,广告主可以准确、快捷地得到受众反馈,并与受众建立针对性的沟通。从本刊采访的广告主应用网络广告的情况来看,目前广告主能够根据自身产品和受众特点,选择相应的网络广告位置以及新颖的广告创意,并且还有广告主将网络广告与传统广告整合起来传播。但是,做到这一层仅仅是将网络媒体作为传统媒体的一部分来使用。应该注意到,网络广告因新技术的介入而扩展出很多价值颇高的新功能,使传媒和广告的特性都发生了质的变化。虽然已有一部分广告主利用了网络广告的监测系统、数据库等新技术功能,但真正把新技术和营销手法全面结合起来,充分开展网络广告与受众之间“互动”的广告主,则仍不多,更多的广告主还处于观望之中。当然,对此问题不能单单归咎于广告主。网络运营者的广告形式创新不够、推介不力、服务不完善等问题,均成为拒广告主于门外的重要因素。 Internet advertising and traditional media advertising has a significant difference, in addition to the communication channels and content has its own characteristics, the more important is that online media is an interactive media, advertisers can accurately and quickly get audience feedback, and the audience Establish targeted communication. Advertisers interviewed from this issue of the use of online advertising situation, the current advertisers based on their products and their own characteristics, choose the appropriate location of online advertising and innovative advertising ideas, and advertisers will be online advertising and traditional advertising integration spread. However, to do this layer is to use online media only as part of traditional media. It should be noted that because of the involvement of new technologies, online advertising has expanded many new and valuable features that have changed the quality of both media and advertising. Although some advertisers have taken advantage of the new technology functions such as online advertising monitoring system and database, the full integration of new technologies and marketing practices will make full use of the “interactive” advertisers between online advertising and their audiences More, more advertisers are still waiting to see. Of course, this issue can not be attributed solely to advertisers. Advertisers in the network of innovative forms of advertising is not enough, poor promotion, service imperfections and other issues, have become advertisers refused to be an important factor in the door.