ANALYSIS THE CURRENT SITUATION OF INTERACTIVE ADVERTISING
ABSTRACT:In a media-led network of new media context, two-way communication is gradually replacing the traditional one-way communication and comes into the mainstream,which main feature is interactive,advertising interactive communication has become a trend. In the process of digital TV, interactive TV guides the future direction of television, and interactive TV advertising came into being. This paper introduces the concept of interactive television, and then analysis of the concept of interactive TV advertising, its advantages, interactive advertising's forms and so on . From these we can get a whole understanding on interactive TV ads. On this basis, explore and think about some questions:the state development of interactive TV ads and its major development bottleneck, At the end, sort and summarize the future direction of the development of interactive TV advertising,then make some constructive comments on the development of interactive advertising communication in the context of new media.
Key words: new media context；advertising media；Interactive TV；Interactive TV advertising
