New network Advertising Emerging

Advertising | network "Advertising Effect" is the 2004 Internet advertising industry, the highest utilization of a word. Network media in the way to optimize the location of the page ads, the introduction of new forms of advertising, network advertising agencies to optimize the media mix program, improve the overall advertising effect, advertisers are no longer only to see the ads display volume, click Rate, and the first question locked in the "My ROI is how much". In the 2004, China's online advertising market in the pursuit of "advertising effect" of the industry calls for rapid development.

The rapid development of network advertising market is more mature

2004, China's online advertising market has grown from 1.08 billion yuan in 2003 to 1.9 billion yuan, to maintain the rapid growth of the state. At present, China's network advertising market as a whole
China's advertising market is still less than 1.4%, far below the international average of about 5% of the level. Combined with the growth of the whole Chinese traditional advertising market and the continuous growth of the number of netizens, it is expected that China's online advertising market will maintain a high growth rate in 2005 and in the next few years.

In this year, China's online advertising market, the development of the industrial form more mature and complete, from the increasingly specialized network media, to the increasing number of network advertising agencies, to the technology of the escalating network advertising management system technology providers, and to provide Internet access monitoring and competitive brand analysis of professional research companies to intervene, The whole network advertisement's industrial chain development is more complete, the industry is also more mature.

The network media advertisement of portal class grows steadily and the competition will become fiercer

In the portal media, Sina is still the boss of China's network advertising market, the number of visitors and customers in the portal camp in the leading position, the 2004 annual network advertising revenue in more than 500 million yuan, advertising revenue has been comparable to some of the traditional large media group income.

Sohu through the previous two mergers and acquisitions, online gaming professional media 17173 and real estate professional media Focus Network, 2004 is the rapid development of the two professional media year, the income has doubled the growth. Including the two professional media Sohu Matrix, network advertising revenue has narrowed the gap with Sina. NetEase in 2004 years to pay attention to the construction of media channels, news and information classes have a larger number of visits have increased. In some such as the automotive industry, FMCG industry has a certain advantage. Other portal media such as Tom, QQ development has also made a relatively rapid development. TOM's development continued the 2003-year portal Dark Horse State, continue to network advertising agency company to expand in-depth work, network advertising revenue has climbed steadily. In addition, qq.com site although only set up a year, but the use of a large QQ user base, coupled with the use of the new version of QQ software login pop-up box to promote the site from scratch, has become a relatively young Chinese netizens access to information is an important channel.

Yahoo China in 2004 and 3721 of the merger process, the network advertising operations managers of the local management, and use their own international brand advantages to dig into the network advertising industry, but also achieved a good network advertising performance. In addition, 2004, is worthy of industry concern is the MSN Chinese Portal Project has entered the preparatory period, 2005 ready to kill into the Chinese market, the current content partners have been basically finalized, the official release date is already in sight. China's portal market has more than a strong contender, the market competition will be more white-hot.

Search engine integrated into the network advertising market, advertising rankings are growing rapidly

Search engine is often considered as a kind of special enterprise promotion form before 2004, it is not paid much attention by network advertisement industry. But in 2004, search engine advertisement, especially the advertisement form of PPC, has already highlighted a kind of characteristic of network advertisement ——— according to "advertisement effect" pay. In fact, as early as two years ago, Sina and other industries leading the company on the proposed "directional advertising" concept, but, in these years, the portal in the direction of advertising on the pace of not fast, search engine ranking has been a part of e-commerce companies sought after. They said that "PPC ads" is able to carry out "accurate content-oriented text chain network advertising." Now, the mainstream search engine, led by Google, has been able to provide ads that display images in the form of keyword search, which has reduced the definition of Internet advertising and search engine advertising. At present, more than 600,000 companies in China have used or are using search engines for internet marketing, which is much larger than the number of online advertisers on the mainstream network media. 2004, China's search engine operators revenue scale of more than 500 million yuan, the overall industry market size reached 1.2 billion yuan. Among them, the auction rank advertisement form in the next few years will be the fast growth state.

In addition to the surge in advertising revenue in 2004, Baidu also acquired the favorite Internet navigation website of Chinese netizens, Hao123, and formed a special marketing media group. After the 3721 was acquired by Yahoo, launched a brand-new specialized search portal, the visit amount in 3 months promoted to the world around 40, created a development miracle. 2004, Sohu also in the search engine market frequently, in addition to the introduction of a new Sogou search, the CPC (Pay-per-click) of the text chain Advertising Alliance has become the main revenue of Sohu search engine composition.