Sina Weibo commercialization accelerates

Absrtact: A micro-live quote 150,000; two quotes 150,000; Apple mobile client Top announcement quote 1.4 million yuan/week yesterday, Sina Weibo ad quotes first exposure. Industry insiders believe this marks the beginning of the commercial operation of Sina Weibo began to accelerate. Someone root

Micro-Live a quote of 150,000; Micro interview two quotes 150,000; Apple mobile client Top announcement quote 1.4 million yuan/week ... Yesterday, Sina Weibo advertising quote for the first time exposure. Industry insiders believe this marks the beginning of the commercial operation of Sina Weibo began to accelerate. Someone in accordance with the advertising quotation to calculate a sum, if all advertising can sell light, regardless of discount, is expected to Sina Weibo monthly advertising revenue as high as 170 million!

-Events

Sina Micro-Blog quote leaked

Yesterday, a large number of ad quotes were forwarded from the "Weibo ad" (Sina Weibo advertising service official plus v Weibo).

The document, titled "The 2012 Q2 (two quarter) Sina Weibo quote", impressively lists the details of Sina Weibo's charges for PC Weibo clients and wireless microblogging clients. Among them, Sina Web version microblogging "My home page" top announcement advertisement quote 40 Yuan/CPM (cost per thousand people, a measure of the actual effectiveness of the cost of advertising input unit), 20,000 CPM up for sale; Sina Weibo apple phone client top announcement quote 1.4 million yuan/week; Sina Micro live broadcast a quote of 150,000 yuan, The quotation for two times of micro-interview is 150,000 yuan (see schedule).

-Response

Sina says quote is trial

The ad quotes, which were circulated online, were quickly removed from their v Weibo ads by Twitter. Sina related person in charge yesterday said in an interview, he did not see the quote, so do not know true or false. Reporter then called Sina Weibo advertising customer service, customer service staff to the advertising quotation to confirm, but stressed that "it is only a trial price list", the specific price of advertising and Sina Weibo advertising department to verify. Customer service staff also revealed that advertisers if the direct customer (directly customers, not through the advertising agency), you can enjoy 70 percent discount.

-Background

Sina Weibo commercialization accelerates

This is the first time Sina Weibo ad quotes exposed to the outside world. Previously, Cao Chao, Sina's chief executive, had said publicly that he would not pay particular attention to the earnings of Weibo this year, but he also noted that this year would speed up the commercialization of microblogs and establish a valuable commercial model, including the introduction of display advertising systems, self-service advertising systems and fee-charging games.

The exposure of Sina Weibo's ad quotes seems to suggest that Sina Weibo's commercialization is faster than the outside world expected.

-Accounts

170 million monthly income if sold

Some netizens in accordance with the above advertising quote to Sina Weibo sketchy calculate a sum, found that if all micro-blog ads can be sold, regardless of normal discount, Sina Weibo is expected to earn a monthly income of 170 million yuan, up to 80.93 million U.S. dollars per quarter, and the fourth quarter of Sina's 2011 revenue (133.4 million U.S. dollars), The future is likely to account for half of Sina's revenue.

Internet analyst Jie that, compared with other portals, the current Sina only rely on portal advertising revenue, and micro Bo can be said to be Sina's lifeline, if Sina Weibo commercialization success, will undoubtedly change the issue of Sina's single income, and further enhance its competitive position.

-reaction of all parties

Household

Fear of falling reading experience

For Weibo users, the fear is that the reading experience of Sina Weibo will decline after an increase in advertising. Netizen "small stone" said that if Sina Weibo to its own good at the portal business model directly copied to the microblogging, then there is no doubt that the user is hurt, "micro-bo commercialization of more opportunities in advertising, such as corporate micro-blog, games, social E-commerce and so on." ”

Great potential, but it's still a while.

Huang, dean of the Advertising College of the University of Communication, said that there is no doubt that micro-blog advertising this precision network advertising and traditional media compared to the development potential, because it can be tailored for advertisers, the limited funds to the precise crowd, and the effect can be monitored, advertisers can also and consumers timely interaction, Quickly adjust the advertising strategy.

However, Huang pointed out that microblogging advertising model in the domestic only just started, advertisers to accept the need for a very long process, so the short-term will not explode a great profitability. In addition, he believes that Weibo's advertising marketing model and Sina portal belong to different types, will not have a significant impact on the revenue of Sina portal advertising and diversion.

The charge will affect the degree of trust

"Microblogging is not a media right now, media interviews and advertising case price?" One media source has complained about the "micro-Interview" charging program in the Sina Weibo ad quote.

The person thinks, if the media to the interview charge, then the user to the interview content and the media itself trust degree will be greatly reduced.

Lack of innovation in advertising mode

Marketing think tank Domarketing analyst Lone Boat thinks, from the outflow of quotations, Sina Weibo, whether it is PC micro-blog or wireless micro-blog, advertising sales model is still the traditional CPM, CPD (Costperday, day fee) model, and network media socialization marketing also exists the essential difference, And the real-time advertising model in the big Data age is far from the same. "There is no doubt that Sina Weibo's monetization or advertising is forced, otherwise it will not be able to achieve normal commercial blood transfusion and expansion." Happy NET, Renren's premature commercialization has strangled the vertical SNS industry in the domestic development, this lesson is still yesterday, Sina Weibo to step their footsteps? said the solitary boat.