New interactive experience of online advertising in website production (graphic tutorial)

As the Internet era becomes more mature, the development of online advertising is also rising. The domineering advertising revenue and perfect brand display have become users' first choice for advertising media. As the "frontline fighters" of online advertising, how should we defend our frontier positions and make new contributions? This will be an issue worth exploring.

Internet advertising originated in the United States in 1994, when Hotwired magazine launched the online version of Hotwired and introduced online advertising on its website for the first time. Three years later in 1997, Chinabyte launched its first online advertising in China. This marked the beginning of the development of online advertising. In just over a decade of development, online advertising has grown from nothing to something, from small to large, and has now become the dominant force in the advertising industry. The scale of advertising is expected to exceed 46.2 billion in 2012 (DCCI data). At the same time, in the website's profit model, online advertising has become one of the main sources of income for major websites. Because it has excellent qualities that other media do not have:

(1) Large audience

(II) Accurate delivery

(III) Strong interactivity

(IV) Low cost

(V) Data objectivity

As advertising designers, one of the things we need to deeply understand is "interactivity of online advertising". The presence or absence and strength of advertising interactivity can directly affect the effectiveness of online advertising. This may in turn affect the brand’s word-of-mouth communication.

So when did online advertising begin to focus on the concept of interactivity?

With the advent of WEB2.0, major portals have developed steadily and blogs, Weibo, WeChat and other network tools have been widely used. Online sharing platforms such as Douban, Kaixin, Huaban, and Thunder Ark are becoming increasingly mature and complete. This has led to people becoming more and more dependent on the Internet. Because almost everything users want to do can be done through the Internet. During this usage process, some online advertisements that are convenient, easy to understand, easy to learn, and can simulate the actual usage process are more easily accepted by the audience and will produce better delivery effects. The audience is more likely to have a desire to learn more about it, and then tell their friends or people with common interests. In this process, the role of the audience also changes from an information receiving terminal to an information publisher or disseminator. This cheap way of communication can amplify the advertising effect exponentially. Minimize product advertising costs.

Therefore, interactive online advertising should not only focus on the picture and layout, these most basic visual elements should be experienced and can not only be watched, but also touched. Attract audiences through visual elements such as pictures, and effectively convey brand image and brand culture by increasing users' active participation.

Slogans are also of paramount importance in interactive online advertising. It is necessary to distinguish the primary from the secondary, grasp the key points, and be concise. It should be easy to remember and help users to spread it for the second time. The language used is approachable and close to daily life, making the product information easier for the audience to accept. (The standard for measuring the value of advertising will also change. The success or failure of an advertisement will not be determined by the number of clicks, but by the cost per click and the conversion rate.) Therefore, interactive online advertising should have three characteristics:

(a) Interactivity.

(2) Operability.

(3) Equal dialogue of information.

So how do you design interactive online advertising? Here are a few examples for your reference.

(A) Establishment of mind map . (Divergent thinking)

Find the flashes of thought that are most relevant to the topic in each branch. Interpret it and refine the creative copy and slogan on this basis.

Example: Xunlei Membership Function – Quick Transfer

After analysis, we concluded that the essence of Thunder Quick Transfer is a high-speed network transit platform. From these keywords, we can not only see its characteristics, but also reflect the importance of its services. Thunder Quick Transfer provides users with not only fast transmission resources, but more importantly, the service that Quick Transfer provides to users. It treats users as its own friends and delivers our fast service to users like a gift with a package number every day. What is more important is to reflect this emotion. So based on these, we decided on the slogan: In the Internet age, sharing gifts is still complicated? Quickness is our purpose.

Thunder Quick Transfer.SWF

(ii) Use mouse responses to interact with target users .

Use the mouse to move, click and drag. And other basic usage principles make it easier for audience users to participate in interactive advertising. Try to simulate as many real-life actions as possible to reduce the learning cost for the audience. It won't make them feel confused about the unknown.

Example: Xunlei member functions - high-speed channel, online game accelerator, offline download, Xunlei playback privileges

High Speed ​​Channel.SWF

The high-speed channel simulates the material conveyor belt in real life. By dragging the joystick, you can feel that the Thunder High-speed Channel brings you not only speed, but more importantly, it gives you time to have a cup of coffee.

Online game accelerator.SWF

The online game accelerator can make players feel like flying by comparing the speed of a truck (traditional without acceleration) and a sports car (after using the online game accelerator).

There is no need to count down when moving materials; offline download can help you do it.

Xunlei can give you not only tools, but also a simple way to enjoy happy time.

Source: Thunder CUED