Advertising Alliance, the bitter experience

In China's internet, there are too few companies that can make money at the moment, and seem to have been labeled "free" since the advent of the Internet. But the ad league can be counted as an exception, they use the internet is still making money, some also got the VC investment, but, although the SP Alliance was moved by the strict control, advertising alliance platform is gradually facing a new round of challenges!

The problem facing the advertising alliance is:

1, the Advertising alliance = Webmaster Alliance, the Alliance group overlap is high, the webmaster characteristics determine the advertising must be paid by effect form.

From the current major alliance organizations, advertising Alliance Central non-Webmaster Alliance, and the more influential alliance few, this with the narrow early push of the union spend all the money to attract Sina, Xinhua joined such as the formation of an influential web site disdain to join the advertising Alliance, or they are not tired like a webmaster to consider the problem of advertising consumption, And this gives the stationmaster to bring the profit space, they will through each kind of unexpected method in oneself platform consumes advertisement, with this profit. Therefore, the webmaster will be through a number of alliance platform to make money, their loyalty is not high, and the purpose is clear. and is therefore, the Advertising Alliance is not a brand advertising alliance, it is doomed to the group will be paid according to the effect, but have to say, the effect will certainly be a discount, therefore, there are often advertisers and the Alliance site litigation.

2, CPC, CPM, CPA and other http://www.aliyun.com/zixun/aggregation/17580.html "> Advertising forms are receiving challenges.

As mentioned above, the contrast between the surface effect and the actual effect is further affecting advertisers ' questioning of the form of paid advertising. Although the Advertising Alliance platform data Statistics in the form of third-party data, even according to advertisers to provide data payment, but advertisers hope that the data behind the continued increase in the number of active users, this aspect of the ad stopped after the effect is not too obvious.

3, advertising Alliance next can profit space where?

In the past, the Advertising alliance made three major money: SP, bidding, E-commerce, from the beginning of last year, the SP business has been greatly regulated, but also for the advertising Alliance has brought a great impact, most of the bidding business by Baidu, Google, such as the company directly to do the alliance, self-development, therefore, they put ads in the advertising alliance is less. E-commerce business due to Taobao, ebay and several other sites to support, there is not much change, so, you can see that the profit of the advertising alliance is gradually narrowing, if they do not seek innovation, the next road will be more difficult.

So where is the next step for the advertising alliance? I consider the following:

1, differentiation, and establish industry norms.

Research Doublieclick Why Google to buy at sky-high prices, because it has not only the Internet advertising technology, experience, at the same time it has not replicated 1500 of advertisers resources, and good yes by the audience, also because it has been recognized by the industry as a whole adforward-- Network advertising management and monitoring software. This is not to say that every advertising alliance has changed to do software development, but it shows that the way to find a way lies in the difference between the establishment of industry standards. At present, the advertising Alliance from the main body to advertisers, there is no difference, so the next step who can solve the problem of differentiation, who may lead the industry.

2, advertising innovation, strengthen the upstream advertisers service.

Here the advertising innovation contains two aspects, the first is for advertisers to provide advertising ads to the quality of their own innovation, the second is the Advertising alliance to provide advertising to the main form of innovation.

At present, the Advertising alliance is still playing the role of advertising agency, advertising itself long do not participate in opinion, get advertisers ads, no matter how bad, only give money, there are a lot of webmaster happy to find ways to create results. Of course, here does not mean that the advertising alliance must participate in the design of each advertisement, but the advertising alliance must have the awareness of advertising innovation, not only pull AdSense and pull customers with the advertising alliance has a relationship, the customer's advertising design depends on the effect of advertising, actually also determines the webmaster's "workload." High-quality advertising, perhaps webmasters do not bother to consider the promotion, its effect will soon be seen, and for advertisers, that is, because of high-quality advertising for its product impact of the bonus points, but also reduce the "effect of false" possibility, and for the Advertising Alliance platform, that is, less disputes, and changed the advertising Alliance can only do the effect of advertising and no brand strength of the original state, at the same time, the Advertising Alliance platform has been correspondingly benefited from the return.

And for the Advertising Alliance to provide the form of advertising innovation, but also need to pay attention to the Advertising Alliance platform, there is no more to say.

3, improve management, pay attention to the downstream webmaster services.

If the webmaster are the trend of the benefit of the doctrine, unavoidably drastic, for many stationmaster unfair. Stationmaster Group need opinion leader to guide, the Alliance advertisement is the current stationmaster group the only long-term profit channel, therefore, from the position Aspect Alliance advertisement platform already stood in a more advantageous status, but because the Alliance advertisement platform is too many, the alliance management lacks, causes the stationmaster and the Alliance platform is not very friendly and the loyal state. The Alliance platform is to ensure the interests of advertisers, but also to ensure that the webmaster to make money, this kind of plywood is also very uncomfortable, but, this seems to be caused by external causes of the splint is actually subject to the impact of a lot of internal factors, how to fully understand, service webmaster, how to guide them in the right way to make money, to provide them with better technical means, Advertising innovation (mentioned above two points) to motivate them to make money, rather than throw them advertising code to let them find ways to consume, perhaps all of the above is to solve the current alliance platform problem. Only in this way, the Alliance platform can rush out of the industry pain, become the industry and webmaster leaders, and win more advertisers of all ages.

Ad League, only the bitter experience, will find a faintly visible opportunity, will have a broader prospects of the new life. Expect the Black Horse of the Alliance platform to appear!