Research On The Performance Strategies Of HTML5 Advertising In China

Like the water and the air, “advertising” has become an indispensable part of our life and it permeates everywhere in our society. Besides meeting people’s information demand, ads also turns into an important weapon for marketers to spread their information. Therefore the update of advertising forms somehow reflects the changes in current development of economy, technology and information dissemination environment. Especially under the current era of internet, static graphic advertising cannot meet the advertisers’ demand any more. Gradually, HTML5 advertising, with more vivid interactive effects, has become a new favorite among advertisers.This research, takes HTML5 advertising as the research object, combines content analysis and depth interview, to analyze the originality, vision and interaction of HTML5 advertising. The author aims to use these outcomes to show current domestic representation forms of HTML5 advertising and audiences’ corresponding reactions such as related recognition, affection and behaviors.After this research, the author gets three conclusions. Firstly, HTML5 advertising earns audiences’ attention and love by its rich interactive effects and funny forms. Secondly, owing to overmuch pages and complexity, audiences often lose their patience to watch. Besides, some of the ads involves personal privacy, thus causing audiences close them disgustedly. Thirdly, the same presentation forms of current HTML5 ads lead to aesthetic fatigue.Base on the above results, the author summarizes the successful strategies of HTML5 ads performance in China, and to point out the problem and currently HTML5 ads performance improvement strategies, in the hope that through this research can fill the academic performance on HTML5 advertising policy research gaps and provide reference industry.