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In traditional media advertising to the media as the main body, a pair of many mode, the target audience is always advertising. Increasingly, rich in media today, traditional media model has been deconstruction. In present information high-speed development of the digital age to Internet, mobile phone, outdoor electronics, etc, as a representative of the new media put one-way information into a two-way interactive communication, advertising from passive into active and the audience identity undergone a fundamental change.

New media rooted in the interactive strong cultural system, with the new media technology unceasing renewal, advertising design will no longer be the traditional advertising mode, began to shift by gravity to interactive advertising up. "The media achievements originality, creativity subversion media", in addition to advertising design aspects of the media is also affect advertising bearing the advertisement effect is an important condition. Advertising is reflected in the effective coverage on the creative design media. The birth of new media advertising, let the audience closer to products, understand the product.

This paper writing, first of the digital age and new media, then briefly outline the concept of new media, especially in the development of new media account under various characteristics and advertising design performance. Based on the analysis of the new media advertising practice, concludes the different kinds of new media advertising technology and characteristics. Then pointed out that under the influence of new media in the development of advertising condition, and the new media advertising facing opportunities and challenges. Finally, the article put forward new media advertising the exploratory the development prospects, supplemented by advertising case to illustrate.

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