Viewing the advertising value of the website from IDC data

The main challenge for MySpace, IDC said in a report released last week, is to provide advertisers with accurate demographics to provide an environment that does not threaten the brand security of advertisers. The report says that if you choose not to restrict or filter user generated content, social networking sites will not be able to support larger-scale brand advertising.

It seems that advertisers are concerned about two points: 1, the accurate user population, 2, advertising environment. first, the more accurate the object of advertising, the higher the value of advertising. The so-called advertising target actually includes two aspects: the audience's population demand attribute and the advertisement contact behavior depth. Sina's news content is unable to distinguish the specific user, therefore can only according to channel and flow exposure to charge, and Baidu can be based on each user's specific search behavior, identify users, targeted advertising, so launched a precision advertising, click the effect of charges; Tencent QQ According to the user's registration information, Put and charge according to group. To this view, regardless of the advertising alliance, narrow, Dot fine advertising, and so on, the core is the user group and user behavior identification, the more accurate user groups, the higher the relevance, the more prominent purchase behavior, advertising value is greater. Sina's high intensity, but the user group is not accurate, so according to exposure/day charges, Baidu is clicked charges. There are two completely different modes of advertising. second, the better the advertising environment, the higher the value of advertising. The so-called advertising environment also includes two aspects: media content atmosphere and surrounding advertising environment interference degree. For example, Sina's media attribute, its content atmosphere is better, can promote the advertisement Advocate's activity to provide various soft Wen's support and the public opinion's propaganda, rises to the event marketing and the public relations plan, but at the same time, Sina's advertisement position is limited, the page numerous advertisement mutual interference degree is bigger. Baidu, different from Sina "see" The media, its "search" characteristics, determines the content of promotional support is not its advantage, but its advertising interface concise, less interference. So, when companies put their ads on, if the brand hype, you can choose Sina, because it will use news channels and blog channels, such as public relations support, enhance the influence of the brand; if it is product promotion, you can choose Baidu, because of its advertising environment, low interference, and can carry out more accurate crowd, Reduce the cost of ineffective brand exposure. Of course, the above is just Sina and Baidu's most distinctive characteristics of the comparison, is not to say that Baidu will not be able to carry out the brand, because of its low advertising interference, so the exposure depth of brand advertising is good. add: The importance of brand marketing in the mediaSina itself as a media, so the influence and advertisers accept the degree is greater than Baidu. Baidu in people's minds of the basic or stay in the "search engine" tool stage, the need to rely on a large number of online salesman to the small and medium-sized enterprises to promote sales. Because Baidu's sales concept is too complex, precision marketing and other concepts need a lot of market education, improve the cost of communication. Compared with the traditional products to see the comparison, in the long tail of the intangible product market advertising, and not necessarily the case, the product concept is too complex, the general quality of business owners is obviously not easy to accept, even if its cost-effective may be much better than the traditional portal. Take a look at the audience, its advocacy of "Life Circle Media" concept has been deeply rooted, a variety of "small points" springing up. It can be seen that the media's own branding and communication is important to reduce communication costs in the media marketing process.