Analysis of the development situation of the major advertising alliances in China

With the development of the Internet in China, the survey of the first half of the major network industry, the same as the first half of the summary stage, in this rapid development of the "internet bubble", from all walks of life from the Internet are facing more and more market competition.

Photo: Cnnic released in early 2011 statistical report on the status of Network development

As shown in the Picture: network services, search engines, instant messaging, with its overwhelming advantage of the use rate occupies a huge http://www.aliyun.com/zixun/aggregation/8691.html "> user groups, the market and the user is always necessarily related to "Same-life", with the "Same life" brought about by the development of space and then arose based on these services-advertising alliance.

By the "internet bubble" the development of the era of influence, at present, according to the domestic advertising market three big giants: "Baidu, Taobao, Google", the same face a variety of market competition. As we all know, the previous Advertising alliance application threshold to Google, Baidu, Taobao (Ali mother) The difficulty of sequencing, with the current domestic development situation, the original sort happened to be the opposite.

"Acclimatized" Google: from the previously alleged single click of the most profitable alliance, until Google announced the withdrawal of the Chinese market and the transfer of Hong Kong, since all of Google's services seems to become so remote, the same as its payment of the transfers restrictions, so that the vast majority of registered users for their "free labor", But the same is true for registration thresholds.

Baidu's "Lidaitaojiang": Disorderly type of advertising, so that "money" has become the only thing Baidu know, repeatedly ignoring the user experience results will eventually fail.

"Amoy" and not "Bao": once with its unique advertising products as a selling point Ali mother, is also inseparable from its products are renamed the fate of transformation, the original characteristics of the service has now become Taobao customer market.

According to the above point of view, it seems that the development of the domestic Advertising alliance is down, but in fact, the major alliances are also aware of the development of their respective platforms, facing the domestic market competition Google chose to exit, Baidu chose the reform, Taobao chose to merge and face some "rising star" of the catch-up, How do these choices affect their development?

All user-oriented products, we have been talking about the topic is "user experience", but for this topic, the main platform gradually gradient is the "humanized" service, it is very regrettable that one of the Giants Google's exit options, in fact, many times the domestic innovation awareness of most of the work from abroad.

The general direction of the user experience:

At present, the domestic advertising alliance is used all, still is the traditional code text, picture ads, with the rapid development of user groups, this development has changed not only the number of users, more users of the views, views, experience, from the current giants of the coping strategies, it seems that the Giants still do not focus on the form of advertising innovation, However, another form of advertising that has been brought by the "picture View" of one of the Up-and-comer representatives has been slightly different.

Examples of innovation in advertising form-mosaic ads

From the platform reform of Baidu: "Crowd directional" precision, "mesh Union filtration" perfect, "induced click" of the renovation, "Ivy" and so on, when we see more and more changes in Baidu, in fact, how can not the prodigal son to face it? But Baidu's existing problems, is still its interests driven by the change of conscience, "not to root, how to remove the disease"!

The diversification of Taobao, the user brought more choices, although the original commercial advertising also exists, but has been faced with Taobao guests, but Taobao customers are facing the same product clutter, false, quality and other factors, in fact, resources integration is understandable, when the two conflict, and not blindly just integration, But how to make a trade-off between the two.

The author PostScript:

Competition brought by the user market, promote a variety of new advertising innovation, but will reform, integration, diversification of the object form point to-end users, including the advantages of mosaic advertising is also to achieve the crowd orientation, information filtering, resource integration, the same in the face of a large user groups, compared to the traditional form of advertising, As more and more new advertising innovation, I believe that these innovative forms of advertising will eventually be the trend of the popularization of the future forms of advertising.

(Responsible editor: Duqing first)