Advertising becomes the main battlefield of traditional internet and wireless internet struggle

Wireless advertising media has great potential

With the rise of China's wireless new media, the 3G era approaching, mobile phones will gradually become the press, radio, television, the internet after the new media form, with any contact, at any time to communicate, at any time feedback, one-on-one to many points of interaction and other characteristics. The future trend of mobile phone will not only be limited to meet the needs of people call, entertainment, E-commerce and other functions will be more in-depth people's lives.

China's wireless advertising market will reach 780 million trillion yuan in 2007, up 56% from the previous year, according to a new study published by Iris. With the popularization of 3G network and the more and more rich of mobile products, the market scale of China's wireless marketing will reach 2.2 billion yuan in 2010.

Therefore, in the current domestic and foreign development trends, wireless advertising media has great potential, it will become the traditional Internet's biggest competitor. Internet advertising will once again become the main battlefield of traditional internet and wireless internet struggle.

Air network was founded in 2002, when the main wireless value-added services. In July 2006, the Ministry of Information Industry launched a new policy for SP, and in the face of this abrupt policy shift, the air network quickly launched the wireless internet portal Kong.net, which was called "beautiful strategic Upgrade" by the media, So that the air network won the mobile wireless value-added areas and wireless internet portals in the two areas of the flagship position.

In fact, as the country's biggest investment in wireless internet portals, the air network's performance in advertising revenue has become a new bright spot in this year's earnings: in the first quarter of 2007, wireless advertising in the air network grew by nearly 30% in the fourth quarter of 06, to $150,000 trillion, and was awarded the "New Marketing" award Air network Mobile advertising revenue reached 265,000 U.S. dollars in the third quarter, up 19% from the previous quarter, so far, the air network has been a steady increase in advertising revenues for five consecutive quarters. In 2007, the Air network expects wireless advertising revenue to reach 1 million dollars a year.

Wireless advertising forms Rich diversity

The form of wireless advertising is very diverse, more abundant than the Internet. For example, the advertisement of the aerial network includes the text chain on the wireless internet portal kong.net, picture, ringtone, blog, forum, community, game, live room, interview, search, also include the ring tone, MMS, IVR, Bluetooth, two-dimensional code and so on.

In general, the current wireless advertising can be divided into two types: WAP link ads and targeted wireless ads. WAP link ads are similar to traditional internet advertising, that is, the operator's official WAP site and the Free WAP Site page link advertising forms. Targeted wireless ads mainly include SMS ads, MMS ads and WAP push, such as directional wireless ads. It can be said that the current business model of wireless advertising in a blooming stage. Therefore, the Kong.net wireless internet portal advertising, which is personalized, focused, real-time, reliable, interactive and measurable, provides a brand-new platform for advertisers ' precision marketing.

Although the current share of mobile wireless advertising revenue in the total operating income of the air network is still relatively low, only 1.5%, mainly some such as Nike, Nokia and other large companies, over time, I believe that well-known enterprises in various industries will be interested in wireless advertising services, especially the rapid changes in consumer products. In the current situation, the whole of China's advertising is estimated to have 1000多个亿, wireless internet mobile phone ads will be torn from the 100 billion inside a big seam.

(Excerpt from December 18 "information times" interview Talk}