Status Of Research On China Internet Games Media Advertising

In recent years, the development of China's Internet advertising goes very fast, but the efficiency of Internet advertising is gradually being questioned. With the lower sense of fresh, the traditional passive and compulsory Internet advertising have moved away from the development direction of the entertainment. Internet advertising has gradually become the form of advertising which most Internet users dislike. the average click-through rate from Internet advertising in the early 30 percent decline gradually to 0.4 percent. The author believes that in order to enhance the efficiency of Internet advertising, Internet advertising must be integrated with its own characteristics and trend of development, from the forms of advertising and operation of the means of innovation, rather than confined to the contents. Only in this way can make more effective use of network resources, and Internet advertising will develop towards a more healthy direction. Internet games media advertising posted fully with the interactive nature of the network and the characteristics of the development trend of entertainment, Internet advertising has injected new vitality. We explore online advertising for the direction of development has brought new inspiration.Internet games media advertising is advertising dissemination activities based on Internet games, In the Internet Age, Games and advertisements on the Internet have the opportunity to fully integrate On the one hand, due to the large number of online gamers, Merchants on the network are more and more interested in the Internet games media advertising; On the other hand, to the online gaming companies, Internet gaming industry competition is becoming increasingly fierce, asking them profitable way to increase the diversity of their vitality, and advertising is gradually becoming one of the main ways which provide Huge gains. Therefore, a new form of Internet advertising which based on game platform——Internet games media advertising is developing. Interactivity is the fundamental differences between Network media and other media. Traditional network advertising is only copying other media advertising model to the network, do not meet the characteristics of interactive media, so it will inevitably encounter development bottleneck. The net game which embodies the interactive nature of online is the best media of Internet advertising. Internet games media advertising advantages and core competitiveness of the "two-way interaction", "Audience-based", "Entertainment spread" will also be other types of online advertising direction of development. Internet advertising needs more formal innovation, and not just the content of a creative mind. China's Internet advertising industry needs new form of advertising just like the Internet games media advertising, Internet games media advertising has brought inspiration to specify the correct direction of China's Internet advertising's development.At present, on the subject of research is very rich, but the vast majority of research from an individual perspective, the real system research is very little, there are only limited to the discussion of various junior levels, and no mature theoretical support, the lack of Internet games media Advertising holistic, systematic approach, macro, comprehensive analysis. The author believes that as a network game of the times, and mixed audience age of the special nature of most of the studies scholars on the individual online games full and comprehensive understanding of sufficient understanding of the game resulting in a media advertising on the network in the study had a certain Cognitive differences and knowledge barriers, thus affecting the media advertising on the network game further in-depth study. At present the majority research believe that Internet games media advertising is the corresponding extension of traditional online advertising, but I believe that online games with traditional media advertising online advertising relevance little from the essential character and dissemination of results perspective, the online game is a full-media advertising the new network forms of advertising. Therefore, this paper put Internet games media advertising out of traditional Internet advertising, to conduct an independent study. This paper first defined the concept of Internet games media advertising with the study of other research of Internet games media advertising-related, and then pointed out that the cause of Internet games media advertising. Internet games media advertising is not simply the rise in recent years along with the rapid development of online games produced, but rather a complex process. The author do research of Internet games media advertising on the nature of the various comprehensive analysis, and through the dissemination of the theory to analyze the value of its spread, and by the feasibility of placing ads online games media strategy and assessment tools, and the final give practical significance and prospects for the development of Internet advertising, as well as proposes Internet games media advertising-related field of study a systematic, comprehensive reference.