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Researches on New Media Advertisement Technology

MA Yan1, HUANG Hongye2, PENG Siyu1 1. School of Business Administration, Guangxi University of Finance & Economics, China, 530003 2. College of Journalism and Communication, Guangxi University, China, 530003 170099842@qq.com Abstract: With the development of science and technology, the study of new media is in the spotlight; new media advertising has become the center of concerned problems. Focusing on advertising technology research is an innovative research angle in the past under the new media environment. This article uses qualitative analysis, text analysis and face-to-face interviews for the research methodology, based on management, communication, advertising, and sociology theories for support. Analyzing related concepts of new media advertising technology is also a new research angle. This article presents some views on the problems excised for such a long time, thereby proposing four recommendations: grasping the trend of new media, making more efforts on network advertising regulation, paying more attention to technological inputs, innovating advertising content and style. Keywords: New media, Advertisement, Technology, Trend

1 Introduction
We all know that with the application of electronics, digital technology, a series of high-tech laser technology and information technology, the production of advertisements have not only become more beautiful, but also more connected with technology. The intelligent application of high technology bolsters advertisements through highlighting product features, and also enhances the performance of advertising art, therefore giving a new trial in advertisements. It has a strong impact which effectively affects the consumer's inner being. Similar to the development of the industry, support cannot be separated from the related technical specifications. Technical specifications that support the survival and development of the advertising industry constitute its technical environment. With the development of science and technology as well as social productive forces, self-development and self-improvement of the advertising technology itself features an increased and stronger momentum of development. Hence, researching new media advertisement technology would serve to meet such needs. Researches on the advertising industry in foreign countries started early, and produced an abundance of information and results. Both the degree of prosperity from economic development and the diversification of the media, have provided a good support for research. Those researches focused on the properties of function, characteristic, prospects, trends and so forth. New media advertising research has flourished in recent years in China. Our studies also focused on new media technology, especially after 2005. There are 1316 related articles in the authority journals database, with keywords related to new media advertisement. All studies were focused on the direction of concept, characters, and trends and so on, while only a few scholars paid attention to advertisement technology. Ma Qin referred to the concept of advertisement technology in his Masters paper, Advertising Technology Ethics. Shen Liqin considered that advertising technology influenced our life in three ways in her Masters paper The Influence of Advertisement on Contemporary Life.
Table 1 Research statistics area number Cultural 684 economy 345 industrial technology 122 art 93 literature 10 Social Sciences 7 Others 55

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There are three innovative points in this article: first, it could fill the gaps of research in the field. Second, it employs qualitative and quantitative analysis methods of research. Third, it provides interdisciplinary support from sociology, ethics, communication, management, humanities and so on.

2 The Concept of New Media Advertisement Technology

2.1 The new media New media is different from traditional media. It is an evolving concept which contains the media and various application forms. In conclusion, media that is based on digital information technology, characterized by interactive communication with innovative forms can be called new media. With the continuous development of the Internet and digital technologies, new forms of media are constantly expanding. Statistics show that popular new media accounts for more than 30 varieties such as digital TV, live satellite TV, mobile TV, IPTV, blogs, podcasts, network TV, screen on buildings, mobile multimedia, online instant communications group, virtual communities, search engines, simple aggregate, E-mail, portal websites and so on. Characteristics of the new media features interactivity and immediacy, mass and the shared nature, multimedia and Hypertext, individuation and socialization. 2.2 Advertisement technology The concept of Advertising technology has not received sufficient research in universities. Ma Qin described the concept of advertising technology in his master's thesis (Ethics of Advertising Technology), where he thinks Advertising technology is the specific method that could produce an effective influence on the public, meet the needs of marketing plans and products and disseminate advertising, products, services and concepts. Advertising and technology are closely linked. Technology is a key factor in the development of advertising. It is a professional technology that is sector-specific. This professional technology not only applies to the advertising production and dissemination processes, but also applies to a series of obstacles encountered in the process. The technical coordination and support in related issues carried out a vital support in the course of successfully advertising work. 2.3 Impacts on our life Advertising decoding is very easy, which has no special technology requirement. A variety of technical means provide a powerful support for decoding technologies, when Internet technology becomes the core medium for advertising. Anyone may advertise information, initiate dissemination, design, or become a recipient on the Internet. The new media advertising is more and more prominent as an information source of contemporary lifestyle, playing the roles of guiding and strengthening the idea. The new media advertising affects an audience more effectively. According to consumers psychology and behavior, it spreads several choices to their life circle by the guarantee of the new media technology. That enables the advertisement to develop in width.

3 Features of New Media Advertisement Technology

3.1 Interactivity The biggest advantage of interactive media is the Internet. It is different from other media, which only has a one-way information transmission. For example, when the audience receives useful information from the network, manufacturers may also receive valuable feedback from the audience. Interactivity is more obvious in the outdoor media. Nowadays outdoor advertising refers to outdoor video, outdoor projection, outdoor touch, which includes the outdoors interactive factors, in order to attract attentions and promote media value.

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3.2 Across time and space New media advertising covers a very wide range and is not restricted by space or time. The Internet advertising spreads uninterrupted information, 24 hours all over the world. Traditional media such as newspapers, or journals have strong geographical restrictions, while the Internet has closely linked more than 160 countries and regions in the world. Global Internet users are growing. Anyone with an Internet access can browse through advertisement information at any time and from any place. 3.3 Strong sensory Using a variety of advanced technology in new media advertising enables consumers to experience products, services and brands. This variety of forms (text, sound, graph, and image) can transmit multiple-sensory information and enable the customer to physically feel as if he or she was at the scene of a commodity or service. Taking subway tunnel advertising for example, the subway tunnel advertising system is a digital imaging system that contains computer technology, electronic technology, communication technology, and computer image engineering as a whole. It uses the principle of the film, with the help of high performance LEDs on tunnel walls and the persistence vision; passengers could see a continuous series of color animation advertisement picture in high-speed. This new subway tunnel advertising relies on its high stability, high clarity and vivid-effect pictures to attract passengers attention, improve the interests of audience for advertising information and strengthen commodity memory. 3.4 Statistical accuracy It is difficult to know exactly how many people receive this advertising information through traditional media advertising. On the contrary, the Internet can accurately count the number of advertising audience through authoritative and judicial statistics, and obtain the access times and geographical distribution of the audience. 3.5 Timely, flexible, low cost Advertising has changed at the expense of high cost and complicated procedures in traditional media. Advertising in New media could be in accordance with the need for timely change content, including the correction of errors of course. This change makes management decisions timely in the implementation and promotion process. New media advertising fees are much lower than traditional media. We can save more cost if we directly use the network advertisement for product sales.

4 Development of New Media Advertisement Technology

4.1 Problems to be solved The forms of advertising will appear to correspond with the new media. At present, the government monopolizes almost all traditional media. The management and supervision from the government has directed mandatory characteristics. While the new media investors are from various private operators in majority. These characteristics of new generation make government management relatively weak, and lacking in self-discipline. So in the state of rapid development, inevitable problems occur. To achieve healthy and rapid development, the new media advertising must solve the problems first. 4.1.1 Illegal ads are endless although they have been banned over and over again Some false ads are often seen on the Internet and other new media. Such ads transfer to network when the traditional media advertising market imposes restrictive regulations. The network has become a shelter for illegal advertising. 4.1.2 Phenomenon of Internet fraud and lack of honesty are serious issues Virtual property of Internet brings great freedom, and it also increases the online business activities and establishes difficulty in the Internet credit environment. In the network, the existence of a large number of outdated and redundant information not only causes a lack of honesty, false information is

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deliberately spread, which has also become a public disaster. False information promulgators deceive consumers by setting consumption traps to profit from fraudulent information through legal and regulatory loopholes. Loss caused by dishonesty in traditional industries will be repeated in the online industry if the network credit system is not perfect. 4.1.3 Spam messages spread widely Mobile phone text messages have been developed rapidly in a few short years. In the multitude of mobile phone short message, coupled with a large number of worthless rubbish short message. Recipients are repulsive towards spam messages, which affect the normal development of mobile phone advertising. 4.2 Development strategy 4.2.1 Grasping the trend of new media Don't exclude the new technology. We should study the trend and apply in practice because a major impact on the development of new media to traditional media is not a substitute for it after all. There is one point we should be clear on, the new media is a representation of the general trend, which cannot be stopped. It will become the future mainstream media. Therefore, our press and publishing units must increase in the new media inputs, such as mobile phone, mobile phone newspaper publication, digital publication, and electronic magazines and so on. Otherwise, several hot communication companies will replace it in current times. 4.2.2 Making more efforts on network advertising regulation In the US the third party certification system could monitor the views, and some ads in violation of state regulations, such as tobacco, pornography or violence. In our country, the network advertisement management has attracted national attention. A few months ago Google network supervision and our government lawsuit reflected this point. At present, our country electronic commerce policies, laws and regulations, and standards have been published or are stepping up efforts to develop, but also need to strengthen. 4.2.3 Paying more attention on technology inputs The government must improve and expand the existing optical transmission network, and promote the basic telecommunications universal service at the same time. Also it should develop and take advantages of contemporary new communication and information technologies to accelerate the construction of large capacities, the safety and reliability of a new generation of public information network. Once the broadband technology can be applied in our country, and technical obstacles restricting of network development can be eliminated, the development of electronic commerce and Internet advertising will be immeasurable. The scope of online advertising will expand from the current IT, communication, automobile, hotel, real estate and a few industries to the whole society of all industries. At the same time, location of network advertisement will be more accurate, by detecting the length of usage of registered users on business websites, and what website landed in a period of time, as well as which sites are consumed frequently. According to this information, advertisers can provide accurate advertising for users who are interested in this field. 4.2.4 Innovating advertising content and style Creativity is an eternal topic for advertising, both for traditional advertising and new media advertising. Network advertisement's biggest attraction is its creativity. To break the types of advertising, enhancement of the user experience is key. Such as the Diantong Inc of Japan, it has combined network advertising with online games, making users receive advertising information during the game. The users spontaneously take more and more video entertainment advertisements from such websites. These consumers made "grassroots" advertising become a new landscape of the Internet. It is expected to become a powerful new means of profit podcast. The rich media ads can effectively improve the interactive advertising, offering a wider range of creative space.

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5 Conclusion
Constant innovations in new media provides a broader communication platform and development space for advertising development and creation. It is clear that reading drawings, emotions, entertainment, and leisure technology will be the major trends of the new media advertising in the future. Advantages of new media advertising forms will be recognized by more and more advertisers while market demands diversify and new media continues its rapid development. The achievements have already been made. New media advertising industry cheered on at the same time, should also actively explore the new features and development direction of network media, timely introduce new technologies and new ideas, develop the form of advertising which could be more relevant with online media development, better suited to the audience and market demand, so that the advantages can be sustained over extended periods of time.

References
[1]. Zhang Shanqing. The Characteristics and Development Trend of New Media Advertising. Journal of Langfang Teachers College (Social Sciences Edition). Feb. 2013, Vol29, No1: 87, 88 (in Chinese) [2]. Cui Lei, Shu Yongping. Introduction of new media advertising and its integration services. Journal of Hubei Normal University (Philosophy and Social Science). Jan 2011, Vol31, No3: 105-107 (in Chinese) [3]. Stahl Bernd Carsten. Responsible Management of Information Systems [M]. Hershey, PA: Idea Group, 2004. 78-85

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