A big talk about advertising attitude

This article combines two groups of big talk, the key to explore the thing is: advertising.

The first is big talk:

Speech man: David Kap, founder of the Tumblr of Light Blog

Time: 2010

Words: "We are very resistant to advertising, it really makes people feel queasy." ”

Follow-up: In 2013, he said: "We have always been awed by the advertising industry and have been serving this." ”

The second is a big boast:

Word Person: Mayer, when Google vice President

Time: 2005

Words: "Google homepage or Web search results page will never appear banner ads, Google site will never appear maddening, flickering and gaudy extras, never." ”

Follow-up: 2013, Google page banner ads appear, such as:

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(The advertisers for Southwest Airlines, advertising itself is not what flashing flashy, but is undoubtedly a banner ad)

There has always been a stereotype in the Internet community that products have no advertising, and that is a cool product. But the problem is that Internet products are mostly focused products, and the easiest way to sell attention is advertising. A lot of products to the end, the method of cash is only advertising.

Hard advertising is not cool, but at least it's not a big problem in ethics. The so-called "implanted advertising", PR soft wen, looks like not hard to insert what, but in fact for a product, there will be a lot of damage. Imagine, when the user is full of expectations to open a TA think is the actual content of information, but found here is full of some kind of marketing means, experience will not be a big drop?

Hard wide not cool, soft and wide is not cool, Internet products to free, but always want to income, left flush right under the sudden, finally still have to pick up ads. The attitude toward advertising--like our founder of the Tumblr--has turned into a puff of nausea. His later words were rather disgusting, as the full text says: "You are more gifted than any of the employees who work in the Tumblr office, Palo Alto or Sunnyvale." "The target is an advertising executive," he said. There was no such thing as cool. Of course, we also want to see, when saying this, Tumblr has been attributed to Yahoo, Yahoo is the first to prove that the Internet free content advertising model viable Internet companies.

The internet economy has the "attention economy", and since it is attention, it is always sold to people or organizations that need such attention. My personal view is that the advertising model, for a very long time, is a business model for many internet companies. Who is the boss of China's electricity business now? Many people will answer: Ali. But Ali's basic model is "advertising mode".

The core problem lies in the previous sentence: "When the user is full of expectations to open a TA think is the actual content of the information"-in Ali's model, users think there is actual content of information, in fact, is a commodity information. Taobao home page is everywhere ads, but few users will think: This is advertising, you do not bother ah? Look at Sina home page and Taobao home page, the user's expectation is completely different.

Media (whether digital media or traditional media) is a difficult problem is: clearly is mainly to provide users with this content, but also have to desperately push another content to the user. It's like being in a school classroom trying to sell pork in a vegetable field-it's no surprise to show pork in a small piece of cake.

One smart thing about Google is to match ads to users ' information needs, such as tablets and tablet computers. This approach is not too annoying to users, after all, the user initiated it. Google is still "inserting" ads, but it's a big difference from the way the portal is forced to push. The difference is: the school classroom to sell pork, but this classroom is the teaching of pork-related content, and students are themselves into the lectures.

But Google eventually considered the banner ad, the reason: it needs greater growth. Banners can sell more money. Keyword ads are selling well, but the market has occupied more than 50%. How to maintain the frequency of high growth? A share of more than 50% is unlikely to double the growth. Google's layout efforts on the mobile side, but unfortunately, the mobile end of the current advertising growth even missed the growth of television advertising (according to Business Insider report), the future of the future, the fiscal quarter to this quarter. Although Google has not always been very accommodating to Wall Street, the necessary compromises are always needed.

Advertising is a nasty thing in general because they don't always match our expectations. In order to show that I'm not going to let you hate it, business bosses always talk about advertising: We're not going to do anything. As the founder of Tumblr said, the CEO of Twitter also said so (see previous boast). I think there is nothing to say about this, because unless you come up with a different kind of advertising, the big talk will be swallowed.

This article is composed by the main Wei of the Yu Weixin/NetEase Cloud Reading/Tencent News client search ittalks to subscribe to the public account, or in the Sohu News client technology channel subscription "Wei Wave"