Many websites introduce embedded advertising network advertising face inflection point

Since March this year, a kind of web page embedded ads quietly appeared in Tencent, NetEase and Tom Online portals, such as Web pages, when the reader browsing the page, the mouse moved to a specific keyword, the screen will appear text, pictures, flash, video and other suspended advertising. Users can read the content of the ads, and click on the ad to enter the link site containing the content of the advertisement.

Not only is the portal site, in more news sites, vertical sites, embedded ads on the Web site can also be seen everywhere. Reporters in the above Web site randomly click into an article on health knowledge, the article in the treatment, health, cough and other words have been cleverly taken on the cough of the ads. Advertisements such as snow beer, DHL, BMW and Lady Ashley also appear in articles related to the word. This new type of advertising mode is the Web page embedded advertising mode.

Analysys International analyst Hou Tao said, according to the Pay-per-click ranking is the most important search engine advertising methods, the biggest advantage is that the Pay-per-click approach to hit a large number of advertisers in the financial psychology, but also to ensure that the ads to reach the target customers in the hands of the maximum, but because the keyword is more limited, Many times the advertising effect or the advertising audience is subject to a certain limit, the display effect is also relatively single.

"The core of the search engine was the precise positioning, that is, the user search what words can get the word related ads." However, embedded advertising is clearly also able to achieve the requirements of precision positioning, which is the greatest pressure on us. "A search engine is responsible for the advertising business," said the relevant person.

Embedded Ads Challenge Search Ads

is the Dragon Extension Interactive company launched early this year, the Web page embedded ads, Baidu and other search engines crawl Web pages, and then return to search results on the page to provide keyword ads, as a text based on the content of the keyword ads, the point of contact with the site through direct cooperation in the site background settings keyword, and the content of the page to match, Generates a link that automatically surfaces an advertisement or Content index window when the user's mouse moves over the keyword.

Data show that the eye has already put its own web page embedded advertising coverage of the top 500 domestic web site half, built a large network across many large-scale advertising platform. Because these ads do not occupy the site has resources, these sites do not need to advertise the launch and investment has any input, all by the professional marketing company to deal with, which for the huge profit pressure of the site, obviously quite seductive.

According to Lontro Interactive CEO Suyi introduced, the current eye-point advertising page daily PV more than 200 million times, "the point of view of the model is not complex, but also easy to replicate, but there are two bottlenecks, the first is sales market, you can let these media and your cooperation, you can quickly sell advertisers." Second, the technical bottleneck, which is a large flow system. It's not hard to draw a word out of a page. The hard part is to have 100 million or 200 million exposures like ours. "Suyi said.

According to Suyi, although the launch of the Web page embedded advertising only about two months, but the ads to bring the revenue of Lontro is close to tens of millions of dollars. "This year's sales target is 100 million yuan, accounting for precision marketing advertising market one-tenth." ”

In marketing strategies and methods, web-embedded advertising can be brand high exposure marketing, public relations marketing, interactive marketing, research and marketing to provide a novel solution, this is the traditional search engine of the form (text) and marketing methods (ranking) difficult to do. In addition, this kind of low interference and the content of the keyword advertising mode of expression is also possible for blogs and forums to provide a new advertising solution.

"As portals continue to introduce video-clip advertising, video search ads, web-embedded ads and other new advertising models, once underestimated online advertising will still play a pivotal role in the Chinese internet market, and the portal will continue to work with Google, Baidu and other search engines to maintain a delicate balance of interest.