用数字看网络广告

本文在分析现有网络广告研究的基础上,尝试进行网络广告的数字研究。在收集实际调研数据的基础上,对网络广告现阶段的一些现象和特征进行数字化,并采用横向、纵向的类比法对这些现象和特征进行定量分析研究。笔者在选定的时间内,选择国内具有代表性的网站,每天于固定时段抓取这些站点中固定页面上的横幅广告和弹出式广告,共抽取样本二百余条,分别对这些广告的行业分类,技术分类,品牌标志的使用情况、人物、产品图片和文案的使用情况,互动功能的使用情况等进行分类统计,并在此分类统计的基础上进行分析研究。

The View of Internet Advertising Base on Digital

Based on the current situation of researching, the author tries to study internet advertising by the method of digital analysis. the method of data collection, the regular of data handle and the way of analysis to data are introduced too. Then, according to the investigation, the author analyses the dates by vertical and horizontal analogy, and shows several features of internet advertising in China. In selected period of time, the author got the samples of banner and pop-up advertising from fixed pages of selected websites every day. There are more than 200 cases are sampled. The author classified these samples by several standards such as industrial distributing of advertisers, technological classification, the use of brand, people and products pictures, and so on.