Advertising creativity: Embedded ads in the website

In the recently held "International Symposium on Advertising Development and advertising education and the 2009 Asia-Pacific Conference of the American Advertising Association", the University of China's advertising academy Dean Huang People published under the pressure of the advertising--2009 China's advertising industry development trend analysis of the keynote speech, said the Chinese advertising market is the first to rebound.

It is reported that the International Symposium on Advertising Development and advertising education and the 2009 Asia-Pacific Conference of the American Advertising Association, organized jointly by the American Advertising Society, the Communication University of China and the Chinese commercial Advertising Society, were held in May 2009 28-30th in Beijing Capital Hotel. The seminar, approved by China's Ministry of Education, was the first large-scale international advertising symposium in China and the first ever bilingual annual meeting of the American Advertising Association.

Recently, white-collar often on the social networking site appeared a lot of interesting things, hot day, a friend to send Root "dream dragon" Popsicle satisfy; thirsty, a friend to send a bottle of freshly squeezed "yue Live" juice. Such intimate care is actually some virtual goods on the web, community-type dating sites hope to explore more profit opportunities through such implantation ads, although the commercial flavor is quite strong, but still make many white-collar very useful. A few days ago, the report of the joint Eric Consulting survey also showed that 40.31% of users will be aware of the site's implanted ads, and advertising creative appreciation.

Fu to spread the organization Lou Xiangpeng

Compared with the traditional form of advertising, implantable advertising will be the brand into the entertainment elements, easy to obtain consumer identity and goodwill, in imperceptible spread brand influence. NET swims the main audience group is the white-collar workers, the work pressure makes them more willing to accept the easy dissemination way.

The home page does not recommend the placement of ads, to avoid users think that the opening of the Web pages become someone else's money machine. Implantable ads do not quantify the sales and actual results of the evaluation indicators, so the promotion of the existence of a great difficulty, as traditional ads as easy to statistics.

Implanted ads to take care of the user experience

The user experience is one of the main concerns that the website operator puts on the advertisement, how to put the advertisement moderately under the premise of not interfering the user experience, and obtains the good promotion effect, is the question which causes everybody to ponder. Most of the community dating sites embedded ads are in the popular game, so that the ads in a more interesting way to present, from the user to see the process, and did not have an aversion to such ads, for some unfamiliar brands, on the contrary will produce goodwill. But the way to put the advertising itself is very high creative requirements, do not recommend a large-scale delivery.

The introduction of embedded advertising and the site is mainly for the crowd to coincide, the survey showed that the network embedded advertising Adidas "basketball superstar" game to become the most impressive users of the dating site implanted ads, 42.93% of users are impressed. Both inside and outside the school mainly for students, and Adi's user group is also in school students, so received good results.

Full mobilization of user participation

Community dating sites because of the different audiences, in the form and content of online advertising can not be like the portal and vertical type of Web site as competitive, but if the network advertising and its characteristics of the combination of services, to mobilize the user's participation and creativity is a way. Recommended to provide a complete set of network marketing solutions, so that the audience from the passive acceptance of online advertising for the initiative to seek advertising product information.

The website also can conveniently statistic the attribute structure and consumption behavior characteristic of each brand target customer through the user's personal information, which lays the foundation for the accurate launch of the advertisement in the future. On the other hand, the site's profit center may also be transferred to the Internet advertising, there will be no need to charge users for more revenue from advertisers, and if there is no need to pay for virtual items, users who choose to beautify their personal space with virtual objects will grow rapidly, and advertisers ' brand influence is naturally more widespread. The result of such a win, it is the user and advertisers hope that there will be long-term vitality.

In fact, the health and sustainable development of the advertising market is deeply dependent on some noticeable trends, which provide a strategic perspective for looking at the direction of the advertising market:
 
First, the need from differentiation to reunion. The market demand contains the dialectical unification of "divide and gather", the traditional marketing school is used to view and solve the problem with the viewpoint of "divide", however, the unrestricted and endless subdivision, besides considering the marketing cost of investment, should take into account the availability and operability of the market segment.
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Second, the evolution of the advertising propagation function. In the mass consumption market stage, the main function of advertisement is to publicize, to inform, but in the increasingly differentiated consumer market, the main function of advertisement is to make difference, construct brand, and facing the re aggregation consumer group, advertisement from stimulating consumer's need--product promotion to spiritual level brand construction, And then into long-term stakeholder relationships to establish and maintain.
 
Third, media communication platform. With the development of information technology and network technology, the original "siege bombing" of the consumer "media mix" method of communication is "respect for the demand of the ontology" model replaced by the media from one-way communication tools into information collection platform, cross-interaction, to achieve "search" and "sharing" function. The media function realizes the platform transformation, on the digital media communication platform, the advertisement industry realizes and the consumer share, with the advertisement advocate altogether wins, the advertisement company conspires.