数字电视网络广告伴随着数字电视的大规模平移,在探索中得以快速发展。就目前业界推出的数字电视网络广告综合起来分析,其形式可概括为终端时隙类、浮插类、互动类三大类广告。这类新型广告具有高效、精准、互动、低成本的传播特征。本文将对这类广告的表现形式及传播特征进行初步探讨。 Digital television network advertising accompanied by the massive shift of digital television, to explore the rapid development. On the current digital TV network industry launched the analysis of the ads, the form can be summarized as the terminal slot class, Floating class, interactive class three categories of ads. These new types of ads feature highly efficient, accurate, interactive, low-cost communications. This article will conduct a preliminary study on the manifestations and characteristics of such advertisements.