Advantages and disadvantages of interactive advertising

Interactive advertisements use advanced interactive communication technologies and adopt a more reasonable interactive communication mode, breaking through the limitations of time and space, the speed and speed of information transmission far exceeds that of traditional advertisements. At the same time, it improves the convenience, low cost and timeliness of consumers to receive or disseminate ad information. In particular, the spread of the new construction of interactive advertising is subject to the relationship between the two parties, infinitely releasing the enthusiasm of consumers for advertising participation, and stimulating their desire to create and spread advertising. As a result, interactive advertising has many advantages over traditional advertising.

1. More vivid ads

As an economic phenomenon of attention, advertising is particularly important to strengthen its attractiveness. In traditional advertisements, TV advertisements are more attractive than broadcast advertisements or print advertisements because they provide visual and auditory stimulation and enjoyment for consumers at the same time. Interactive Advertisements provide more vivid visual and auditory stimulation to consumers than traditional TV advertisements, and combine them with the control and presence of interactive functions, more vivid and interesting interactive ad user experience makes consumers better remember.

2. Stronger timeliness and higher efficiency

George stalk (1988), in Harvard Business comment, published time-next competitive advantage resource, and proposed the concept of time-based competition (TBC. He believes that time is becoming the main factor affecting demand and competition. Interactive advertising can achieve immediate communication between advertisers and consumers, and has a competitive advantage that traditional advertisements cannot compare in terms of timeliness.

Traditional advertisements are mainly delivered through the mass media. The mass media has a large audience, but many people are not the target consumers of advertisers. Such advertisements may cause a waste of advertising costs. In addition, as information explosion occurs today, people are receiving more information than they are. The mass media publishes a large amount of AD Information irrelevant to itself, so people may not be able to accept or accept it. Even if there is a desire for feedback, but because the feedback channel is not smooth and the cost is high, only give up. Interactive advertisements can communicate with consumers through efficient interactive media, consumers can speak freely to advertisers through low-cost and very convenient interactive media, thus achieving better advertising communication and feedback efficiency.

3. Unlimited contact time or space

Traditional advertisements only have a few seconds, dozens of seconds of playing time, or a small space to spread information, which leads to monotonous, one-sided, and incomplete information. Interactive Advertisements provide consumers with more choices. As long as consumers are willing, they can have unlimited ad contact time or space. This greatly improves consumers' access to more comprehensive and comprehensive information, and facilitates them to make reasonable consumption decisions.

4. personalization of information content and forms

Traditional advertisements are generally designed and produced for a certain group, and their content and forms are becoming more popular. This consistent presentation of popular advertisements makes consumers feel that advertisements have nothing to do with themselves, so they lack the interest and motivation to pay attention to and accept them. Through interactive media, interactive advertisements can precisely identify the interests of individual consumers, and then design targeted ad content and forms to precisely target consumers who are interested. However, consumers do not like advertising information, but these personal information appears at the right time, at the right place, and under the right circumstances, advertising is often able to touch peripheral nerve cells.

5. Precise serving and performance measurement

Traditional advertisements are combined and delivered based on the demographic characteristics of the audience of advertising media. This advertising method is extensive and extremely inaccurate. The effect measurement is usually carried out through indirect means, while interactive advertisements can directly manage contact points based on the characteristics of target consumers and directly track consumers' responses, to accurately determine the advertising effect.

6. Direct conversion of advertising effect to sales

Traditional advertisements spread to consumers through radio, television, or print media. The target consumers are interested in the products of advertisements, but they may be inconvenient due to time or space, even if the purchase intention is aroused, it cannot take immediate action. As time passes, consumers' willingness to purchase gradually decreases, and the advertisement gradually loses the opportunity to promote sales. However, through interactive media, interactive advertising not only vividly shows the performance of goods, but also works with the interactive shopping platform. Once a consumer's purchasing intention is stimulated, the product can be ordered immediately. Therefore, the advertising effect is directly converted into sales.

However, interactive advertisements also have defects, such as requiring consumers to possess a high level of communication technology and be highly involved in advertisements. According to the elaboration likelihood model (ELM), when an individual has the ability and motivation to process information, he or she is persuaded to use the central path. At this time, the information argument is considered strong and powerful, and people will think carefully and produce associations, so that their attitudes will change in the direction of information proposition. That is to say, under this condition, the information of the advertisement through the central path is more effective. When a person lacks motivation or ability to process information, attitude persuasion occurs through the peripheral path, that is, whether people decide whether to change their attitudes depends on some peripheral clues, it is not through careful consideration of the information content, that is to say, under this condition, the advertisement is more effective through the surrounding path. It can be seen that interactive advertising is only applicable to some audiences and some products. Interactive advertising does not play a major role in information processing capabilities and Low-motivation audiences and low-level products.