Advertising format reform is coming

To improve consumer and guest http://www.aliyun.com/zixun/aggregation/7714.html "> Online advertising experience, many publishers and technology providers have launched new advertising units. At the end of last year, I introduced some of the typical new advertising units that publishers and technology vendors have launched. Of course, every new advertising option takes into account profitability, but not just that. Typically, these new ad units have four identical goals: to improve the user experience, to create more interactive and valuable branding, to make metrics more measurable, and to attract more brand advertising spending to the Internet.

And that's what another organization that is interested in online advertising units, the American Interactive Advertising Agency (IAB), wants to achieve. Over the years, the organization has been conducting an annual analysis of market conditions in this area to determine which modules should be included in its advertising module guide. Some changes have taken place in the 2009. Interactive advertising in the United States to "reshape interactive advertising", not only to listen to the creative agencies and publishers of the leadership of the views, but also to listen to the advertising agency leaders. In other words, we should make full use of the wisdom of the masses.

Peter Minnium, leader of the Task Force on Reinventing Interactive Advertising, said, "I have a eight-year-old daughter who, in order to protect her safety, I tell her two things, one is not to talk to strangers, the other is not to click on banner ads, because there may be bad things happen." He said the rich media was a key factor in changing the area, but now 95% of the advertised ads in the market are very unsatisfactory in function and attractiveness. The Task Force's study found that of the 18 IAB standard advertising units introduced in turn last year, 11 of the advertising units did not meet the level guaranteed to digital marketers. As a result, these ad units were withdrawn from the market in time, leaving seven advertising units occupying more than 80% of the display ads in the market. But this is not the ultimate goal of the interactive advertising agency.

To promote newer, richer advertising and introduce them to brand marketers, the US interactive advertising agency launched its "Tomorrow Star" competition last fall. The organization invites advertisers and publishers to submit their own new advertising units, which are selected by the media and advertising industry executives based on the following five criteria: branding, user experience, functionality, page integration, and acceptance. The winning advertising format will be announced in February and evaluated based on its 2011-year market performance. By the end of the year, advertisers will see a series of new IAB standard advertising units.

If the response to this competition suggests something, it is that brand marketers will soon be able to choose some very interesting advertising units. The competition presented 36 new advertising units, including the AOL Project Devil and the AOL acquisition of Pictela. These advertising units will be very different from the standard ads in the past, and these are the first time the standard rich media features. "Minnium said.

To make their brand marketing customers believe the value of these online ads, media planners and buyers often have to struggle to do it. Historically, the rich media have become synonymous with branding, especially the large advertising units that mimic television or magazines. However, these advertising units do not always achieve the desired goal. The United States Interactive advertising agency to standardize the advertising unit of the initiative more "brand-friendly", although some vague, but it is indeed commendable, to be able to cause great changes in the industry. Years later, we are still trying to determine what type of advertisement is best for which type of activity, and this is not a static problem. The interactive advertising agency doesn't know what the industry needs after five years, but at least for now, we're really going to benefit from richer, more efficient advertising units.

When the interactive advertising agency sets up advertising standards and some people in the industry wait and see, and some brand owners start adopting and selling promotions, we can find that a very interesting year is starting to kick in.

(Original: January 13, 2011, compiled: Zeng Cui)