Arts Studies and Criticism

This paper takes interactive advertising as the research object. The research process starts with the concept of interactive advertising to analyzes the current situation and characteristics of interactive advertising in the new media environment. By considering the needs of the advertising industry, this paper lists the problems of interactive advertising in the new media environment, selects representative cases from the market for demonstration, and points out the direction to promote interactive advertising. It is concluded that the development of interactive advertising should provide more humanized choices, and pay attention to user experience by perfectly integrating creativity and technology. The paper also concludes that innovative advertising forms can make interactive advertising to become more preferred by more advertisers in the new media era.