Effectiveness and authenticity of Internet Advertisements

For Internet advertising, there are two most common purposes: Brand and effect (real sales, registration, and so on ).

* Let's just define our goals so narrowly. *

For the former-brand, the exposure level, the effective contact time and frequency of the advertising media are the key to the high quality and effectiveness. This kind of campaign has many recessive indicators, and the tracking of the full life cycle is too idealistic and difficult to implement. So we will not discuss it more here. Generally, large-brand merchants will choose this serving mode.

For the latter-effect, such as the sales volume and number of registered users mentioned above, it is very rough to say that the cost of achieving various KPIs should be strictly differentiated and several levels can be set, the most basic requirement is that "traffic" is specific to each click cost (CPC), each new registration cost (CPA), each purchase cost (CPA), and many other details. Then compare it with other marketing channels to find out If Internet advertising is really effective.

Of course, this is just a simple example.

The conclusion is:There is no doubt that Internet advertising is really effective. However, if the effect is good, we should really care about it. I don't think the author's point of view and example mean one thing: Most of the advertising revenue of 360 is text chain ads on the navigation homepage rather than pop-up advertisements (at least not yet). The purpose of users to navigate the homepage is clear, it is to do what he planned to do in the next step through the classification directory; Search Keyword matching, capture the user's intention is more obvious; but the advertisement on the right side of Netease news, it is a clear "advertisement" for most users. When news is browsed, it is not clear about its purpose. At this time, the exposure of brand advertisements on a single website cannot generate effective accumulation and stimulation, therefore, it is often a set of online serving combinations, such as videos, searches, and portals ...... You just saw the customer's advertisement appear on the right of a portal you are familiar. Therefore, in comparison, the first two channels have more conversion effects for public users, while the latter is more about brand or activity notifications. Using this channel for sales will definitely lead to a loss, however, the value of banner advertising or video placement in brand promotion cannot be erased. For example, it is very likely that the white user has watched countless advertisements on Youku, "I am Han, I am Fan Ke", and then saw Fan Ke on the navigation station, it's easy to click in. However, Advertisers tend to overestimate the effect of navigation sites and searches, because from the statistical point of view, these channels bring obvious results, but they cannot know the direct force of brand investment in other channels. The questioner's question is: "When I look at the webpage, I basically ignore the advertisement on the webpage visually." Is the advertisement still valid?

Not only are you reading webpages, but you are also consciously ignoring advertisements when reading magazines, waiting for buses, and watching TV.

This is not a problem of Internet media alone, but a common annoyance of advertisers. The neglected advertisement is not because it is on the internet, but because it is not good enough. After all, one of the important tasks of advertising is to make yourself look like an advertisement, so that you can turn your head to stare at them.

The survival of Internet advertisements has proved its value.
Advertiser: Advertising-> popularity, brand promotion, order conversion-> profits to a small part of the advertising platform-> mutually beneficial coexistence
Consumer: Interested, curious, click by mistake-> learn, buy, consume-> quit, get an impression

Ad platforms include "Many people", advertisers "VIP", and consumers "want to consume". Once the deal is made, the three-win situation is met.

1. most of the customers of advertising operators such as Baidu, 360, and Netease portal have data tracking. They will use some indicators to measure the advertising effect, such as registration volume and turnover, of course, there are also some customers who do not have detailed tracking, but if these customers make all the money for advertising, the company will collapse ~ They will not continue to invest ~

2. there are two profit models for advertising users: one is making money by yourself, and the other is earning a second jump. For example, if I do a group buying navigation, I bought a lot of traffic for advertising on Baidu, they entered various group buying websites from here. I am looking for group buying websites to ask for money. Now the profit model is growing ......

3. There is also a subtle brand promotion effect in advertising. Large companies will give some advertising funds, regardless of the effect, regardless of the order. They just want to have an overwhelming advertisement for brand promotion.

Yes, of course.

Different advertising methods have different purposes. For the gaming industry, it is necessary to accumulate a large number of users in a short period of time and cultivate user familiarity in a long period of time, but their commonalities are: Hey, they are effective. Not only effective, but also very effective.

First, let's explain the question: Obviously, either you and your friends are not the user group of the advertisement, Or you underestimate the impact of the advertisement on you. If you are a car enthusiast, you will naturally pay attention to related car advertisements when browsing the car website. If you want to buy a large TV, when you go to the home appliance forum, you will at least glance at the advertisement above. This is enough for advertisers. In many cases, publicity is a process of accumulation. When you open 6 of the 10 webpages on a certain day, it is related to a specific product, the name and some information of this product have been forcibly entered into your mind-yes, what we want is this effect.

Moreover, online advertisements are 1000 times better than traditional advertisements.

A marketing guru from the miguo, who has been operating for hundreds of billions of dollars, onceFamous sayingSaid: "I know that 50% of my advertising fee is completely invalid, but the hateful thing is that I don't know where the 50% is ."

However, the network uses technology to solve this problem. Perfect monitoring means can be used to track users. I also put 1000 advertisements on 10 media sets, and then I can open the background every day, the number of clicks, registration, and payment for each advertisement is displayed. Then adjust the advertising policy instantly. I can even pay the advertising fee by clicking, registering, or paying. This was just like a dream 10 years ago. Think about your advertisement in a newspaper, which can be precise to tens of thousands of people, is already an old strong. What about now? Everyone. Not to mention Google's innovative advertising push model.

The purpose of advertising is to let more people know about their products.

Now, as a portal for users to access and understand the world, the Internet is undoubtedly very energetic.

For Advertisers, if this portal is not used, there will be fewer ways for others to recognize their own products. Although its effect cannot be immediate, it is like closing their eyes and shooting with a shotgun, it is good to have one.

Finally, we are focusing on three-dimensional marketing, not just advertising, various online press releases, word-of-mouth marketing, search engine optimization, etc., all of which are Internet commercial promotion methods.

I would like to ask, who are the friends around the questioner?

For my friends around me, I have read computer majors to understand Baidu's search results and advertisements.
Most of the other friends even do not know the common method of making profits on the website, let alone the specific advertisement mode on Baidu and other websites. Therefore, they are often unable to determine the advertising segment.

Chinese netizens have little knowledge about Internet operation. I believe that with the change of Internet cognition, Internet advertisements will become increasingly difficult to do well...

First of all, from an experience perspective, the direct effectiveness of Internet advertising is about 1‰ less than (without a brand), and the direct effect is quite limited.

Second, Internet advertisements are the same as traditional advertisements. A large number of repeated advertisements can make people recognize and recognize brands.

Thirdly, there are rich Internet advertisement models, including pictures, animations, text chains, press releases, forums, recommendations, meager content, and SNS, among them, image animation is the easiest and most expensive, and the effect is not necessarily good, And the legend is that the slight and SNS can technically reduce costs and improve the effect.

Finally, any advertisement is a technical activity. If you look at the comparison between fanke and mengbasha, you will know that the effect depends on yourself. You cannot simply look at the advertising company.

Advertising, especially on the Internet where information explosion occurs, has a cumulative process. For a long time, it has no effect on guiding you to consume, all the effects can only be achieved in your mind. This has a critical point. To a certain extent, when you do have the motivation to purchase such products, the role of this product is revealed: because you have already occupied a place in your mind among many similar products in advance, you naturally pay more attention to this product when purchasing it, the probability of purchasing this product is higher than that of similar products. (In fact, advertisements on any platform are still intended to stand out among many similar products), of course, it is actually silly to carry out this kind of "brain-platinum" advertising bombing on the Internet with so many interactive and expressive means. This is why Hu GE's alternative advertisements spread on SNS social networks such as Renren: interesting and value-appreciated advertisements that give back to us can truly spread "viral. This is actually the same as "Can XXX medicine cure the disease ?" "Is communism really more advanced than capitalism ?" The same principle
Everything can be analyzed on paper. This is especially true for the internet. The Internet theory has been widely used in several years.
This is also true for Internet advertisements. What is Precision Marketing, precision advertising, data marketing, and smart user behavior analysis ..... there are a lot of bullshit, but there are a few that can really be done. There are several that really do Household Behavior statistics and analysis. What are their theories and bases.
Therefore, Internet advertising is theoretically very effective, but at the execution layer (most Chinese companies) are still in the "concept of play" stage. 360 of revenue mainly comes from navigation sites. It is not so much an advertisement as the yellow pages that most junior users use. this success 360 was not the first, but it quickly occupied the new user market with its free anti-virus software coverage advantage. (but currently the biggest one is Baidu's hao123 ). in all fairness, 360 of advertising operations are not very successful... however, due to the simple operation of the navigation station, advertisement sales are fast... therefore, it can only be said that it is easy to make quick money. It is not the main profit model of 360 in the future,
As for Netease, it is a well-known game company. Online advertisements are not the main services of people. The first role of advertisements is to make user awareness, and then call to action. Generally, advertisements are divided into brand advertisements and marketing advertisements. The former focuses on awareness, and the latter focuses on call to action.
Therefore, starting from the first role, as long as the user can be reached to the maximum extent, it is effective to enter the user's line of sight. Starting from the second role, this requires the cooperation of a variety of marketing methods and content planning to improve the conversion rate from seeing the purchase. However, even the latter, the first step is to reach the target user.
Therefore, Internet advertisements are effective like other advertising channels, and there is still much room for innovation and breakthrough. Reprint please indicate the source: webmaster tool Information Source: http://www.chayiba.com/Content/312