Small websites can also attract large advertisements

For most of the emerging Web 1 million websites in South China, the daily traffic does not exceed. What do they rely on to survive? A few days ago, iResearch Consulting Group released the results of the survey for participating websites at the first "China South WEB2.0 website selection" and "witness today's outlook for tomorrow"-website operation forum, of the 104 websites that participated in this activity, only 33 websites have a daily traffic of more than 1 million, and about 1/3 of the website's daily traffic is less than 10 thousand.

In the age when traffic is used for advertising, the survival status of most websites is worrying. However, Huang Yan, Yahoo China South China sales director, said that website traffic is of course very important, but "selling data is not the only one ". Cheng Tianyu, a well-known internet analyst, also believes that the impact of traffic is decreasing, and advertisers pay more attention to regularly and quantitatively sending advertisements to specific netizens.
The traffic is not the same as the advertising value Huang Yan believes that the traffic is good, but only traffic does not indicate the value of the website. For many web websites, to seize the rapid development of online advertising opportunities in China, we must also understand the packaging and positioning of websites.
According to the 2007 China internet survey report published by the China Internet Association last week, in 2006, domestic online advertising revenue (excluding search engines) reached 4.98 billion yuan, an increase of 2005 from 50.91%, it is estimated that the growth rate will be 2007 in 2008 and 51.8% in 55.6%.
Zhang Xiangdong, president of the 3G Portal attending the forum, also believes that traffic is not necessarily equal to the value of advertising. 3G Portal received the first advertisement two months after it was officially launched. At that time, the number of registered users of the website had rapidly increased to about 10 million, however, the Advertiser Benji looks at a large number of users who are familiar with mobile phone models, features, and data on the 3G Portal. At that time, 3G portals were not even set up by the advertising sales team.

Cheng Tianyu believes that at the beginning, the website did not know how to tell advertisers, but only used traffic. However, with the development of network technology, advertisers can get more and more accurate data, and the real situation of websites can no longer be hidden. In addition to clicks, advertisers also need to ask about active user data, monthly active user data, and weekly active user data. The increasingly fierce competition on the Internet directly leads to increasingly transparent information. Therefore, "now you must tell advertisers a good story, rather than simply telling PV ." Huang Yan believes that the traffic of different websites is different in terms of commercial value, and the most important is the common users of websites.

To analyze the advertisements of different websites, we must first look at the advertisement products. For example, Tmall's products are doing very well. They are interesting and unique, and they have in-depth cooperation with advertisers. Although its traffic is much smaller than those of Sina's portals, the traffic comparison shows that its most real estate advertisements are quite different from those of Sina. Some Web websites have fewer PVS. It is obviously unrealistic to make large advertisements such as cars. In this case, you can develop advertisements based on your own characteristics.
Li Xunling, vice general manager of POCO, said that POCO did not seek the overall traffic of the website. Instead, it seized the shopping spree and gathered a large number of users, soon, it attracted one of the world's top 500 companies to advertise.