Currently, online advertising companies have such existence status: They apply online media in brand marketing communication strategy according to traditional advertising operation mode. Interaction activities kick off just for marketing campaign, lack of participation value of users. Online print advertising just adds the application of rich media, but doesn’t offer obvious value of user clicks. Online public relations are only gunman operation. Online interaction marketing starts to decline before it gets mature. 

 

For online media, ads and pop-up windows on websites are one of sources for their advertising income, but many of these ads and pop-up windows are clicked by accident and compulsively, or by advertising researchers and rivals, with few of them real consumers. One of the features of online media is interaction, which means that users have great room for information option, so the “compulsive violence spreading” mechanism adopted for traditional media basically fails in online media environment. For the audience of online media, the content is the point of contact, as well as media. Therefore, the point of contact is a necessary channel for information contact. Integrating content and brand information based on content positioning and audience’ interest is significant for efficient communication of online media. 

 

Online media has such status: those which have prices don’t have value, and those which have value don’t have prices. In such case, CPA billing mode starts to emerge. CPA billing mode may change the cognition of advertisers on effects of online advertising, if it is scientifically operated. Online advertising mode such as online hard ads and text links is just a port of information notification in the brand marketing communication system, so the precondition of communication is to guide the audience via this port to link to active pages or core platform integration, so as to achieve persuasion of brands and aggregation of effects. CPA to some degree helps online advertising bring clear and scalable effects, as well as relatively valuable effects, for advertisers. Of course, CPA poses some threats to advertising websites, for the income of websites must be hooked with actual effects that advertising brings to advertisers. 

 

AISAS mode based on online communication requires advertising to draw attention from the audience before stimulating actions of the audience. How to raise attention? The appeal point of advertising belongs to the audience, so the establishment of this appeal point must be based on analysis on selling points of advertisers’ products and observation on demands of the audience. The accordance of the appeal point of advertising and demands of the audience is the precondition for the audience’s being involved in advertising. Channels of advertising are inevitable contact point of the audience. The space of information of online media is vast, so it’s very “accidental” for the audience’s meeting with ads in such vast space. Advertising should be set above the obvious contact point of the targeted audience, on basis of analysis of characteristics of the audience and content of media. Enhance creation and interaction of advertising itself. Creation absorbs eyeballs of the audience, and interaction reduces threshold for the participation of the audience for the convenience of involvement of them. 

 

Therefore, setting up related advertising information on tracks of information contact of the targeted audience will definitely cause involvement in advertising, so as to bring traffic flows for advertisers and provide income for websites. 

 

In the practical operation, a seductive operation means is very popular. Websites set up “text link” titles that can spark the interest of netizens, and guide the audience to related websites through some seductive links. This can bring remarkable effects, but will obviously trigger disgust of the audience. Therefore, online advertising should set up text links based on brand products or value relevance between marketing campaigns and consumers, and set up titles related with the value products will bring to consumers within acceptable range of the audience, in a bid to improve involvement of users.