随着互联网进入3.0时代,工业化进入4.0时代,整个媒体环境也真正的进入了新的发展时代,新媒体出现,基于互联网的特质与媒体传播的特性,新媒体营造出了新的机制,新媒体下的广告形式也得到了宣传和创新,以求积极应对这个变化发展的时代和自身蝶变升级的需要。本文正是基于这样的媒体广告环境变化对广告宣传的创新提出了改善路径和新的创新方式方法。 With the Internet entering the era of 3.0, industrialization into the 4.0 era, the entire media environment has really entered a new era of development, new media appear, based on the characteristics of the Internet and media communication, new media to create a new mechanism, new media Under the form of advertising has also been publicity and innovation in order to actively respond to the changing development of the era and its own butterfly upgrade needs. This article is based on such changes in the media advertising environment for advertising innovation put forward to improve the path and new ways of innovation.