Media Innovation On The Internet Platform For Research And Advertising Value

With the development of technology, it has been a reality of marketing towards target people correctly in the time of Web2.0. It is said that Things of one kind come together', today the content generated by users according to their interests becomes the great important content and value for the internet new media. And this kind of content will help sponsors find out the real target customers more effectively.Correspondingly, Chinese advertising market has kept fast growing over 20 years, and it also has opened the door to the world. As a result, Chinese advertising is facing both good market opportunities and huge pressure that it never did before. It appears some features in traditional mass media market as follow: compete multiform, target segments clearly; media character becomes similar, media running massively. Besides, sponsors become more captious and it becomes more and more irregular for segmented client in using media. All the AD media in the market eat and swallow each other, and it appears inflexion in mass media advertisement income and it also appears continual decline of the advertisement income for news paper and magazine. Most of this flows to the Internet media which develop rapidly.On the basis of technology development, as the integrating media platform, Internet creates such new media forms and advertise running model as IPTV, Padcast, Blog, Emagzine. Internet combines the way which mass media deal with information and the specialty itself such as opening platform and interactivity especially it support users generate content in the time of Web2.0.And the WAP even more integrates almost all media character by mobile phone and creates new Peer to Peer communications model and overflowed advertisement value.To view the new media on the communications sight, media technology becomes the original power of media innovation on the Internet platform in the environment of medial overflowed. Media not only extends human's ability to feel the external world, but also creates advertisement itself. The idea of Peer to Peer has accepted by everyone in the web, and it also filly meet with the audience which use media. The theory of integrated marketing communications offer full academic support and realistic opportunity for new media.It is all along act important role for technology during media innovation. It brings accurate marketing segment, data analyze and Peer to Peer marketing into reality, capital and brand roles powerful accelerator in this process. Overview these rapid developed new media which on the platform of Internet, we should not only look at brilliant future, but to see there problems. Overview all the problems and expect the future, I think, in the future, the opinion of digital media idea will be accepted widely and media will cooperate each other unprecedented. In the future, new idea will continual create new advertise media, new technology will powerful support new advertise media and the capital even birth strong advertise media.