A discussion of advertising mode: Users and websites share advertising revenue

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Website and advertisers are the important forces that continue to promote the development and change of internet advertising patterns. Web site to promote the change in advertising mode is the motivation of the old advertising model outside the courage to tasting, and constantly open up in order to occupy a new market. Advertisers ' motivation is more pure: money is spent.

From CPM display to CPC Click to CPS effect, always follow these two foundations. "From the advertising effect to see CPS is a trend" has gradually become a consensus. Another explanation for the fact that CPS pays for actual sales (effect) is that advertisers simply pay for the 100% acceptance of an ad by the--100% means enough to produce actual sales behavior.

However, a complete chain of advertising is made up of advertisers, websites and netizens, taking into account the role of the subjective participation of netizens in advertising, things become different.

Advertising display (including advertising creative) is the user to the advertising of how to accept the decisive factor, but in the advertising show to the user acceptance of the impact before, there are some factors priority on the net users have an impact. For example, "Users and websites share advertising revenue" is such a factor: as an ordinary netizen, I saw an advertisement at the same time can get 1 cents (the process is too complicated, except), and see the ads can not compare, undoubtedly in the former case of advertising content will be "pleasing to the eye" a lot.

Such extensive description, can only understand "Netizen and website share advertisement revenue" literally some simple meaning. We can do more discussion.

Everyone sharing

When we see "netizens and websites sharing advertising revenue", we can't help but come up with the idea that someone has done this already.

The most typical is, dot net last year launched the blog open platform, users can set up in their own blog ads, and Dot Dot network will not participate in the advertising of the divided. The "user" here refers to the bloggers who dot the net-and it is only some elite bloggers who can eventually get ad revenue by setting up ads. Similar to the Potato Podcast advertising program is also the same, the sharing of ads is also the elite podcast-quality content providers.

But "Netizen and website share advertisement income" in Netizen, emphasize is website all ordinary user.

"Benefit sharing" cannot be done in isolation.

Let users and websites share advertising revenue, but can not be the core of the site experience to make "benefit sharing", otherwise the site on the benefit of users with the benefit of bundling the crossroads of users--it is also difficult to continue to produce positive social and commercial value.

Best way to combine, interest Group + share ad revenue

An interest group is a collection of people of the same hobby. Advertisers choose and advertising products in line with the interests of the group put ads, is a manifestation of precision delivery; advertising investment in funds, groups and team members can also share, so that users of the advertising attitude changes-will not conflict is welcome to join the ads.

The income of the group and the team members, the website will guide them to participate in the intention of the interest group to get a richer interest group experience, rather than directly to "make money" for the purpose. Here "group and team" actually represent three parties: Group team, group management, team members. Collective income can play a role in group development and group welfare, and management income is a guarantee to keep managers active.

So, what can the average member earn in order to do?

Another way of thinking about digital copyright and digital music

Ordinary members of the income, accumulated to a certain amount can be raised, but the site will spend more power to guide members to pay to browse the good posts, pay to read novels, pay to listen to music download songs and so on.

With all the users to share advertising revenue, the fundamental purpose is to join the "money" in order to enrich the experience of users in the interest group. At the same time, it has fostered an "ability" to have a stronger "willingness" to pay for the experience of the user group-this is not our fundamental goal, but it is just the right thing to do.

As the future of digital music from the pay-for-experience perspective says, let net friends do not pay from the wallet, but from the account--not money from the wallet, said it is not from the reality of the charge;

Han Cold Group

If the Han group had 10,000 members, advertisers every day ads input 1000 yuan, the site is divided into 20% to 200 yuan, the group 20% of Han Cold team get 200 yuan, management 10% get 100 yuan, all the net friends divided into 50% to 500 yuan--every ordinary team members can effectively get 5 cents per day. 5 cents can do very little, but in the early days, can make the circulation of interest groups to turn up more than the amount of money more important.

The site has money is not strange, group groups and management of money is not unusual, now a lot of bars bar the Lord can make a lot of money. However, no one has tried to let all the members (netizens) have money and then guide the flow of the design, in our view, this is really the experience of the group of interest, advertisers in the delivery effect, the original content protection and incentives, and so more sustainable play a positive role.

It's more important to get money than to get an allotment.

Music for free at Spotify, regular advertising, Spotify will be the advertising revenue to the musicians, instead of users to enjoy the genuine pay; a variety of points to redeem gifts; Fill out a questionnaire to give gifts; Download app xx coins and so on, these are the distribution feedback--the feedback that the netizen gets is valuable, But the path of circulation is also fixed.

The emphasis on getting money is more important because we believe that the flow of money is more flexible and means that it can have more important meaning and value-just as we spend freely on the money we earn in real society, rather than directly receiving clothes, food and entertainment.

vs. Vertical site

Already have a lot of users of the novel, music or other operating vertical site in thinking, using and netizens to share the way of advertising revenue can?

Sure, but in the long run the flaws are also obvious. Users of various interests, and in a platform to join the different interest groups, in various different sites to switch between the fast and convenient to a few-different sites of currency units, integration system and other differences increased the cost of switching.

Money, someone, have a site, so that the development of interest groups under the platform will gradually reduce the vertical site of the single-minded operating advantages.

System and mobile Internet

I guess it's a system and not just a function.

And the Smartphone application store system relies on the handset this hardware different, the share advertisement income relies on is the advertisement main, the website, the Netizen relations strategy change. Of course the former is more real, but I also believe in the energy of the latter.

Mobile screen Small, the mobile internet age ads show the largest natural enemy, "netizens and web site sharing advertising revenue" negative force is minimized.

The influence of Netizen's subjective participation on advertisement

CPM, CPC, CPS three main ways to pay for advertising, and "netizens and the site to share advertising revenue" is the worst adaptation of the CPS according to the effect of pay--users in the site to see an advertisement, after the purchase of merchandise advertisers pay the website advertising fees, the site splitting part of the advertising revenue to netizens. It's more like a way to buy back.

Interest group + Share advertising revenue to play the necessary energy, the most basic point to meet is: to allow all the ordinary team members can be a lower threshold to share income.

If there is a Subaru and another quality similar car advertisers at the same time in the Han group put ads. Subaru invested 1000 yuan a day, the site is divided into 20% to get 200 yuan, Han group 20% to get 200 yuan, management 10% get 100 yuan, all of the users are divided into 50% to 500 yuan--each ordinary team members can effectively get 5 cents a day. Another brand of car advertisers and the site agreed to "CPS plus share advertising revenue-the team will be generated after the purchase of advertising revenue into the" mode of delivery. Both put one months did not produce actual sales, and concluded-Subaru one months to invest 30,000 did not produce orders is the failure of advertising, another brand car advertisers an order No but he does not need to pay advertising costs at least not to suffer. In the short term this is the case, but from a longer-term perspective, Subaru has won the market for the acceptance of the ads they put on.

With the previous Subaru one months 30,000 yuan advertising input all for the Web site, after joining the subjective participation of netizens, the group and netizens get 80% a total of 24,000 yuan-this is a need for new statistical methods to calculate the effect of advertising variables. This is also the most important point of view of the advertising model: in addition to advertisers and websites, the role of user subjective participation can not be ignored.

User Experience

Advertisers and netizens are users of the site, to do a good job of interest groups + share advertising revenue, must also ensure that advertisers and users experience. This will promote the site in the public funds transparent management, team members to select group management, original content protection and incentive, and so on above, need to make more positive efforts.

............

These conjectures are a matter of opinion.

We will try to push it as a project, to say the advantage, to think about it, there are some genes doing this project seem to be our only advantage. Hope to get more advice and feedback on these conjectures.

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