Precision Advertising: A new round of innovation and war

"I have not seen you, but I know what you are doing, what you want", and this seemingly mysterious and somewhat ethereal discourse is now rooted, and it is precisely the rapid advertising that has turned this into reality. "2007 China Internet Survey Report" pointed out that 2006 China's network advertising (excluding search engines) revenue reached 4.98 billion yuan, the report predicted that the 2007, 2008 China's network advertising market will continue to maintain the growth of 51.8% and 55.6% respectively, Market size will reach 11.763 billion yuan by 2008.　　Such a huge market share, no doubt for the development of precision advertising provides a huge impetus and room for growth.　　And for the pursuit of precision, not only is the current into the field of precision advertising Baidu, Google, narrow, and so on, the traditional website also began to work precision, many portals, are in the geographical development, Sina Sohu to establish a local portal for local food and drink entertainment enterprises to serve, including precision marketing considerations.　　"Precision, precision, and precision", from the geographical location, time set to behavioral positioning, from knowing where you know what you are doing, precision advertising began a new round of innovation, from technology to form a comprehensive upgrade. Precision everywhere "on our collaborative website, there are 1 million or 2 million articles every day, so I pick out the articles that are relevant to you, and then put your ad up, which is equivalent to playing ads in a professional electronic magazine." The first entry into the field of precision advertising in China, "the narrow report　　The head Sheguiking often makes such an analogy to his clients. "Although I know what you want, will you accept it when I give it to you?"　　Accurate advertising is the emotional rich thinking of active people, so in a one-to-one communication mode, the elite of precision advertising in the form of innovation to play a big emotional card, in order to be willing to accept the ads to the Internet users. Sheguiking to this newspaper reporter to disclose their innovative form: "From the form of advertising, more traditional ads including couplets, text chain, these ads are in the outside of the article, then we think there is no and people's interests linked to the ads, so we did a text ads" " For example, when we look at an entertaining news story about TSE, we draw two antennas under Nicholas Tse's name, a false one, then people will wonder how this is going on, the mouse put up, will pop up a box, the upper part of all are related to the TSE-Feng news, the bottom is related to the TSE front of the form of advertising, The right side of this box will also have a flash "Sheguiking said, previous ads are forced ads, and the text ads to provide customers with the ductility of information" In fact, you can have more information to provide, you like in addition to Nicholas Tse's news, you can also transfer some of his information, such as Constellation, blood type, songs and so on , we can bring together something about him and offer it to the client, from the Netizen's point of view, to provide him with the information he wouldMore willing to look at these things, and advertising exposure will increase. "Word-of-mouth marketing will also become a common tactic of emotional guides warfare, Sheguiking analysis Way" You for example a star of FA many, if she in own blog say like Spicy temptation, that her FA will think this thing good also go to eat, of course this word of mouth how to define still need further discussion, but this is a future development direction. "　　"Sheguiking Analytics" portal site by channel, and then go down one step, even if it is a car channel then there are pre-sale, sale, and after-sale, so has been down the branch, the trend of network advertising is to go to precision "from this view, who is accurate to the extreme who will have the opportunity to eat the most large market cake."　　"including television advertising, including outdoor media, including mobile advertising, can be said that the entire advertising industry in the pursuit of precision to the extreme," one day in the future, even if the price of vegetable prices can be conveyed to the neighborhood residents of the mobile phone. Has entered the third stage, "the rapid development of precision advertising, there are several stages of development, the first stage is the geographical direction of delivery, the second stage is based on the interests of customers, a person to read an article when the randomness is there, but also have some points of interest, we through the article said the content,　　A match between advertisers and their target customers, and right now, precision advertising has entered a third phase, that is, behavioral advertising "Sheguiking in the interview with this economist, pointed out the current precision advertising of the battleground." What is behavioral advertising? Sheguiking cited an example: "For example, I recently wanted to buy a house, I am more concerned about the real estate information, I do not login which site, basically will look at this information about the real estate, this time if there is a real estate advertising can always follow me, the ad is missed, So how to analyze what I need, in addition to my recent interest in reading articles, there are some of my recent behavior. "At present, the elite in the field of precision advertising are beginning to occupy this seductive territory, strong database analysis has become the core of the technical contest, last July, Baidu High-profile launch of precision advertising, Through the analysis of the cookie files in the user's PC, the in-depth analysis of the Internet users ' online behavior is carried out on a one-to-one communication.　　Baidu leader Robin Li further said: Baidu will carefully create a collection of senior experts in various industries, "precision advertising" service team, the service content coverage of strategic solutions, material recommendations, effect monitoring and so on, can be adjusted according to the effects of changes at any time, continuous optimization, so as to effectively ensure the economic interests of advertisers. "We are all studying using cookies because this is open to all web merchants, this approach should be the general trend" and whether this approach will involve personal privacy is the focus of the current technical debate, and this analysis is not very mature, Sheguiking said: "For example, a computer at home, in the companyThere was one, looking at the property in the company, look at the furniture at home, so the positioning will have problems, and through the Internet cafes, this part of the behavior of how to analyze, this is a difficult point "so how to ensure the authenticity of the database, how to determine the scientific operation of the database and analysis methods is the ultimate precision of network advertising." "Of course, there are other ways to capture behavior, such as blogging, Bloger's behavior is now written in the content of the article, so you can locate a person." "The rise of electronic magazines can make behavioral positioning more accurate," for example, you subscribe to a digital product magazine, the old point about MP4 content, you must be interested in MP4, then I can collect the data, and the next time I send the electronic magazine, I can put more MP4 ads.　　Through the electronic magazine reading rate, reading time, as well as user identity analysis, blog and electronic magazine strong customer data feedback capabilities, so that they are born with accurate advertising is inextricably related. At the same time, emphasis on participatory, interactive, interesting question advertising has become a positive way of positioning behavior, just the rise of the "earn a passenger net" is the use of the developed countries advertising industry is the title of advertising, the use of the form of a big question, the user to fill out personal information to ensure that the real, Otherwise, even if the audience answers the question, they will not win prizes and bonuses.