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不断扩大的市场规模和日益深入的渗透程度,也使得互联网越来越成为企业开展营销推广活动的主战场,由此带来的直接结果便是网络广告营业额的不断攀升。我国第一则网络广告涎生于1997年,到现在为止已经从零的突破迅速成长为近千亿级。根据《现代广告》对中国广告业的统计数据显示,2014年中国网络广告经营额增长了51.%,达到了969.09亿元。按照这种发展态势,2015年网络媒体广告将有望超越电视,成为传播力最强的复合传播渠道。由此可见,网络广告正逐渐从新兴市场过渡为成熟市场。
The ever-expanding market scale and increasing penetration have also made the Internet more and more the main battlefield for enterprises to carry out marketing and promotion activities. As a direct result, the turnover of online advertising has been on the rise. China’s first online advertising salivary was born in 1997, up to now has been rapid growth from zero to nearly one hundred billion level. According to the “Modern Advertising” statistics on the Chinese advertising industry, the online advertising business in China increased by 51.% in 2014, reaching 96.909 billion yuan. According to this trend of development, online media advertisements in 2015 are expected to surpass television and become the most widely distributed compound communication channel. This shows that online advertising is gradually emerging market transition to a mature market.