Study on the Application of Web2.0 in Advertising Communication

The arrival of web2.0 era, prompted the new mode of network operations and new media to be born. For example, the new mode of network operations are marketing2.0, work2.0, search engine and so on. The new media is blogs, mobile phone, online video, and digital and mobile television and so on. Which become the new medium of advertising carriers. The application value of web2.0 technology in advertising has been increasing concern by advertisers and businesses. KEYWORD: Web2.0; Blog; Online video; Mobile phone; Digital and mobile TV; Search engine International Conference on Industrial Technology and Management Science (ITMS 2015) © 2015. The authors Published by Atlantis Press 717 emergence of new media, advertisers advertising in new media carrier. 2.1 Blog advertising Blogs were considered the most major forms of web2.0.It is a device used to express personal ideas, content, arranged in chronological order, and constantly updated online publishing and communication forms. B1og is a new way of web information issuance, it is simple and easy to use, and spread rapidly, many blogger produced a large amount of information, they are spontaneous internet information producers. Blog advertising is personal blog site as a carrier, spreading forms of online advertising through the Internet. There are three main forms: one is a general online advertising, ads on blog sites; Second, enterprises raise professional writers, in a blog post published on blog website. Articles emphasize the knowledge, professionalism, mainly for high-quality consumer groups. This way is suitable for high tech industries, such as IT industry, the automotive industry, such as; Three is to establish business or trade thematic blog site, the blog sites are responsible for the layout of the design notes, links, and other features of the setting, companies are only responsible for content delivery. This mode for a day, or fashion industry closely related to people's daily lives. 2.2 Online video advertising In 2005, true online video advertising is still relatively uncommon in the country. Beginning in 2006, surging video sites, advertisers and advertising agencies are also active in promoting the sector. Network video advertising has two a performance form: in page Shang put of video advertising and in network video flow media Shang put of video advertising, are has Internet and TV and some features: coverage wide, and form novel, and promotion efficient and content rich, these features gives network video advertising three a advantages: first, network video advertising of innovation sex and interactive sex improve has advertising hits. Secondly, the participatory and measurability of online video advertising boosted brand-building. Third, standardize online video advertising service and eliminate the bias against Internet advertising. 2.3 Mobile advertising As the penetration rate of mobile phones have gotten higher, the combination of mobile phones and the Internet have made it an important mass media. People can call via cell phone, you can also read news, send and receive E-mail, Internet access, games and entertainment, ordering goods and services, and so on. Mobile phone is not only a representative of the modern communications industry, and is an extension of Internet media and constituent elements, as a new one by one media mobile media. Phone as the last key press. Its operations are: MMS, SMS advertising, product brands, such as ringtones, games, advertising and mobile video advertising. These mobile advertising business to demonstrate individual and personal, timely, reliable, bi-directional, and scalability features. Advantages of mobile media advertising was also evident: first, large user groups can point to point communication to everyone: Secondly, publication of advertising information, receiving, browsing is not limited by time and space; Once again, accurate positioning, target. Finally, with the 3G step by step approaching, mobile television and other multimedia will be reflected on the screen, properties of the mobile phone as media will be strong, leaving advertisers space will be larger. 2.4 Search engine advertising Search engines help users on the Internet through technical means at full speed in a huge information resource library to find the content you need. Because the search engine has the advantage of convenient, quick and concise, making users more convenient access to information, become the new darling of the broad masses of netizens. Many companies targeting opportunities, advertising in search engines on the web to increase ad clickthrough rates and ad effectiveness, it is also a kind of network advertising marketing[6]. Search engines has spawned new business profit models, have become a new economic growth point, a new advertising model. There are three main forms: the first is based on the hits of paid search engine advertising; Secondly, banner ads: third Portal promotion landing. Search engine advertising Internet advertising as an important form of development, based on broad and effective to win the majority of the audience advertisers favor. 2.5 Digital and mobile TV advertising Now the social market economy, commercial flying. You take a bus, a mobile TV advertising; You fiddling with cell phones, mobile TV advertising; You're waiting for the elevator, there are building LCD advertising; You go to work, Internet advertising now focus media is making your life in each circle is surrounded by advertising. Despite its monopoly of the market for audience management system into a strategic ambiguity, confusion, malaise, but focus media Chairman and CEO JIANG Nanchun still insisted that "China's largest digital