Internet advertising is a new form of advertising. Currently, about Network production There are many definitions of online advertising. Hawkins, a famous American media researcher, defines online advertising as electronic advertising, which refers to advertising spread to consumers through electronic information services; China Advertising Business Information Network defines online advertising as advertising spread and released on the Internet. Its grave, shape, advertising form, loading chess form, advertising characteristics and so on are very different from the traditional; Others believe that online advertising refers to various initial advertisements with digital code as the carrier published on Internet sites; Some people also believe that online advertising refers to the process that advertisers use some websites with dense audiences or characteristics to place business information and set up links to a certain destination page. In fact, online advertising is a kind of commercial advertising that is released and spread through the Internet. Applying the general definition of advertising, it can also be said that online advertising refers to an information dissemination activity that certain advertisers use Internet media to persuade the public by paying.
Recently, there is no special term for online advertising, which is generally called Net AD (Internet Advertising) or Web AD. The five major precepts that constitute online advertising are: (I Advertising refers to the enterprises, units or individuals that publish online advertising. (2) Advertising information refers to the content of online advertising. The information transmitted by online advertising includes the insights and ideas of products, labor services or certain actions: real material products and unrealistic ideas and tendencies. (3) Advertising media is a kind of media used to expand and extend the transmission of price and information in the process of communication. As far as online advertising is concerned, the so-called advertising media is the network, which refers to both the Internet and the World Wide Web. (4) Advertising audience refers to the advertising object targeted by online advertising, or the recipient of online advertising. (5) Advertising expenses refer to the expenses to be paid for engaging in online advertising activities.
2、 Relevant concepts of online advertising
With the development of online advertising, some new concepts related to online advertising have also emerged. Both as advertisers and target audiences, they need to know some common online advertising terms. Some related new concepts are introduced as follows: (1) Ad views are also called ad browsing. The number of times a user views a web ad page is generally calculated by time. (2) Hit, ClickThrough, and ClickThrough Rate are the numbers of information points extracted from a web page. The number of clicks refers to the number of times that online advertisements are clicked and browsed by users. The click rate refers to the ratio of the number of clicks on online ads to the number of times they are "loaded". (3) Impression, per thousand impressions. When a viewer sees your ad, we say that he or she creates an impression. Impression is equivalent to page view. Impression has a great price to create brand awareness and brand recognition. The cost of one thousand impressions is the online advertising fee collection based on 1000 times of advertising graphics being broadcast. (4) A series of clicks after a user clicks to enter a website are a visit. It is a good statistic to measure the popularity of the site. (5) In order to avoid the expense risk, the advertiser of Cost Per Action will pay the advertising site a higher fee than the general advertising price according to the number of sales only after the advertising causes the sales behavior. (6) The online advertising charging mode based on the cost per thousand click through (cost per thousand click through) number of times that the Guangyao graphic is clicked II1 'and connected to the relevant website or the X on the side I of the page with detailed content).
