On the position of brand advertisement in the network.

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This article from 1, the current Internet rely on what survival? 2, the current brand of several forms of advertising and advantages and disadvantages of analysis; 3, suitable for the site of the brand advertising type analysis, 4, suitable for brand advertising site type analysis, 5, passive advertising, active advertising and mutual transformation. and other aspects of the brand advertising and the relationship between the Internet, a few humble opinions, welcome you to criticize the heroes! Hope interested friends to visit my blog (Endless emptiness of the blog,http://blog.sina.com.cn/sz0730) or add QQ16703585, together to explore.

One, the current Internet depends on what survival?

First of all, let us look at a group of data: June 22, 2007 Sina, NetEase, Sohu three major web portal advertising launch:

Sina Home Page currently has 12 ad spots. Banner Ads 4 (sports lottery tickets, Haier air-conditioning, the Great Wall computer, brand investment advertising), couplet ads 4 (respectively, Wang Lao ji, Nike 2 and F1 racing competition), other picture Classes 4 (Sina women, Guang-Ben Car, wide net letter and real estate advertising). By refreshing, some of the ads and banner ads will change content (this is a good way to increase the advertising, but the advertising effect will certainly be compromised). Brand advertising accounted for 90%.

Sina News Page has 19 ad spots. Banner Advertising 10 (Minsheng Bank, Bank of Communications, Sina Podcast contest, Intel processor, website advertisement, Yi Li Milk and 4 car ads), 3 posters (respectively, 2 of China Merchants Bank, Mengniu Milk) pop-up ads 1 (brand video ads) Other picture ads 4 (respectively, watermelon Frost, Chery Sedan, Maotai and Vanke real estate advertising accounted for more than 95% of the brand advertising.

NetEase Home currently has 10 ad spots. Banner Ads 3 (NetEase blog, ebay shopping, IBM computer), couplet 2 (ebay 2) Other picture ads 5 (Wahaha beverages, eye drops, mobile phones, apparel and brand investment). Brand advertising accounted for 90%.

NetEase News Page has 14 ad spots. Banner Ads 6 (HP computer, Toyota Motor 2, Saint-Angelo Costumes, NetEase blog and NetEase sports Channel) Couplet 2 (ebay shopping) Other picture ads 5 (respectively, Li Ning Sports brand, Shangxun, cosmetics, racing games, NetEase Electronic magazine) Special One is the weather report name Snowflake Beer. One of the brand advertising accounted for 85%, NetEase has a lot of advertising in the promotion of their own network products.

Sohu Home currently has 10 ad spots. Banner Ads 5 (respectively, Sohu Blog, FAW-Volkswagen, Renhe Pharmaceutical, Sohu Blog assembly and Merchants to join) Couplet 2 (Nokia mobile phone 2) Other picture ads 3 (Youku, HP Printers and Sony Ericsson mobile phones), brand advertising accounted for 90%. Click Refresh, and the content of the couplet and banner ads can be transformed.

Sohu News Page has 27 ad spots. Banner Ads 15 (Canon printer, founder Computer 2, Sohu Sports, Tcl computer, Yi Li Milk, HP computer and 8 car ads), 3 (Tianlong eight online Games 2 and Sohu Blog competition) Other picture Ads 9 (real estate, Maotai, AMD graphics card, Yi Li Milk, Huaxia Bank, Sohu Blog and 3 models of car brand advertising accounted for 90%.

Xinhua article "Sina Advertising revenue growth will vigorously develop podcasts" (http://www.bj.xinhuanet.com/bjpd_djzgc/2007-02/09/content_9270984.htm) which mentioned two groups of figures: " Sina 2006 Annual net revenue of 212.9 million U.S. dollars, compared to the previous year's growth of 10% "" Sina 2006 Annual advertising revenue of 120.1 million U.S. dollars, the year-on-year growth of 41%. It can be seen that Sina's advertising revenue accounted for more than half of the annual net revenue, and its growth rate is constantly accelerating. China's economic network has a report from Xinhua News Agency: Industry review----online advertising competition intensified (http://www.ce.cn/frontpage/hotsport/pl/200704/10/t20070410_10987795.shtml) , with such a group of figures, "statistics show that in recent years the global network advertising business has grown rapidly, of which the United States 2006 online advertising revenue reached 16 billion U.S. dollars, an increase of 27.6% from the previous year." The late start of the Chinese market more fully highlights the strong growth momentum: 2006 China's Internet advertising scale of 4.66 billion yuan, a 49.9% increase than last year.

From the above series of data we can see, what is supporting the current portal site, advertising on the internet is the food and clothing parents, and brand advertising accounted for more than 90%, brand advertising market prospects can be a bright future.

Two, the present brand advertisement several forms and the advantage and disadvantage analysis.

1, from the above portal site advertising form, the main banner ads, couplet ads, picture ads, pop-up ads and the name of the advertisement. These ads are more in Flash animation (and other animated forms). The advantage of these ads is that they can effectively attract viewers ' eyeballs and attract some clicks. Its disadvantage is that it is very easy to arouse the resentment of some viewers, especially some websites used by the flashing strong, rough picture of the couplet ads (some black-hearted webmaster will also close the key to hide or fake, so that clicks on the ads), so that viewers annoying. Banner ads are relatively good, and she can play the role of distinguishing between categories, in the current domestic web site to pursue "one page performance" Today, there is a certain role (Sohu News 9-10 screen of a single page, no 15 banner ads are really difficult to identify the target content), these ads for the business to promote the product has indeed played an effect, But they are also passive forms of advertising browsing, and their presence is bound to affect the browsing experience of most viewers.

2, Google AdSense, the Alliance ads. "Google AdSense is the current Chinese webmaster Comprehensive evaluation of one of the higher advertisers," This is an indisputable assessment. Domestic webmaster are now in their own web site hanging Google AdSense, not to say they can really get the dollar, first let us analyze the current status of domestic stationmaster. Since 2004, ebay, Taobao for market share, launched a series of advertising war, to feed a group of stationmaster, SP High return also let a lot of stationmaster tasted the sweetness of the internet, and now, profiteering to become the past, followed by the reduction of suckers and SP market overhaul. At the same time, there are garbage advertising alliance, host bandwidth costs and more and more difficult to serve the netizens, so that the current lovely webmaster fell into a difficult predicament. It's too bad to give up, but not to make money. Businesses can not be directly on the individual station ads, and the league ads not only affect the structure of the site, but also the profit is too low to be pressed, a click of 2 cents, compared to Google AdSense a few cents a dime a click, it is not worth mentioning, and the situation has often been due to fees. We have to choose Google AdSense is helpless to lift. In fact, many webmasters in the early time to try Google Adsense, but after a period of time have withdrawn. And why? Google AdSense audit mechanism is too strict, some SEO promotion, some unintentional operation will be Google AdSense think is cheating, but the site to develop, to attract popularity, do not promote how to do? See To 100 dollar remittance bottom line, behold oneself was clicked off, depressed more than! Now there is no way to go, borrowed seven aunt eight of the identity card constantly apply for Google AdSense account, every day the fear of maintaining the site, looking forward to Google can be mercy, hoping to earn dollars.

To a network joke relax: "Webmaster Ten afraid" one, afraid of being blocked by Baidu, traffic is gone; two, afraid of being Google K off, the income is all gone; third, fear of the site was Hung horse, not the butt of the do; four, afraid of server problems, unable to visit, I wish to go straight to the engine room to see; There are fewer and less good faith alliances; fear of being asked a career, over the past few years the network's negative example, TV newspapers are all day cybercrime, pornography; seven, afraid to think of the future, a few garbage stations, today do not know tomorrow's way out, the individual most of the time to live in a narrow circle; eight, fear not on the outdated, spiritual emptiness ah; Afraid to leave the internet, think about it, will do a few garbage stations, leaving the Internet more afraid; Ten, afraid of moderators do not give this post add essence, fear that others have read posts not top post. Oh, relax and continue.

3, the search category of advertising is currently the most successful online advertising, Baidu CEO Robin Li said: "We currently 80% of the revenue from the bidding rankings, another 10% from the enterprise-level search service, the remaining less than 10% of the site to use our search engine costs." "Combined with the data provided by Sadie," Baidu's revenue reached 275.6 million yuan in the first quarter of 2007, an increase of 103.3% compared with the same period last year. Judging from the data, the ad is a super big cake. Baidu, Google, Sogou, Yahoo has been spared no effort to promote their own search platform product advantages, for small and medium enterprises advertising this big cake. Only their old super predators can eat the cake. 3721 toss over again after being acquired, now odd Tigers and play the ball, there are Soso, NetEase search, in these not afraid to die in the squeeze this bridge. In my opinion, only the old week's odd tiger ending will be better-again be acquired, because his goal and NetEase, Tencent is not the same. NetEase and Tencent's core is not search, and they are not allowed to be acquired by others, their end will be forever with Baidu, Google, Yahoo back to pick up food to eat.

4, video advertising. Google bid 1.6 billion U.S. dollars to acquire the YouTube video sharing site, so that such sites are in the pursuit of a large number of capital markets, a large number of funds into the future, the video site does not live up to the expectations of many netizens to attract the attention. But has anyone ever thought that YouTube was an unprofitable site before it was bought? Now the idea of these domestic video sharing stations may just be to increase the flow of money first, think that some people will make money naturally. Hehe, the individual thinks the video website novel profit pattern exploration and how makes own station can the long-term steady growth flow, is now these stationmaster should put in first, rely on propaganda extreme, scandal such social dark side and attract the flow will not be long, however, now have a few video station is self-discipline? In addition to the traditional form of advertising, podcasts can be in their own short film titles and the end of a number of ads, this most traditional way is perhaps the best way, the television media is not just on the ads for profit? But how many commercials can you send in a few minutes of a movie? (Perhaps my vision problem, personally feel that the video station is just a grandstanding clown, his vitality will not be too long, a lot of bad video clips, full of various countries scold, pornography, retarded, crazy video clips and many of the quality of the Internet users of the aesthetic, values, outlook on life and the world view of the contrary. The eyes of the masses are discerning, all reactionaries are paper tigers! When they burn the investors ' money, the left will only be the past, a period of brilliant memories! If they do not change, their good days will not be too long. ）

5, floating advertising. A type of ad that only the garbage station can use, the personal feeling is only four words-very annoying.

6, lattice ads, navigation ads. Once a British teenager created a sell pixel lattice network myth, the Chinese People's doctrine again in mischief, some lack of imagination "stationmaster" original copy of use, the result can be imagined, dead. The Myth of Hao123 (www.hao123.com) is only staged once, and many imitators are just trying to trouble themselves. is not to say imitation is not good, 265 (www.265.com) not also successful? Said he didn't imitate hao123. But 265 of thousands of changes, so that he has been very good, self-help chain, community, forum, log, collection and so on the collection of new features so that he has enough appeal to netizens, his proposed navigation portal concept is gradually accepted by people. When an act is conditioned, it is terrifying. 265 put in more, to replace the old hao123 but still need a long time, because Hao123 has let the first contact with the network of people accustomed to, and they are currently the internet world more active people. (Here again, a bad habit of the people, 265 when the promotion of the use of the weather forecast, alarm clock, calendar and other gadgets attractive, and there are "a lot of" netizens said very convenient and easy to use, as long as the big and small, as far as the site is placed on these content. Especially now the blog also use these useless things occupy the narrow personal space.

Third, suitable for the site to launch the brand advertising type analysis.

Front analysis of the portal site advertising, the current main page is difficult to have any breakthrough, once rage the whole picture pop-up animation ads are also difficult to see, Sina woman "L ' oreal" title ads are not new. To be different is to take the road of innovation. Brand advertising in the previous analysis of the data is accounted for the absolute share of network advertising, we may wish to start from the form of the brand to think of ways. Here to their own website to play an advertisement, although she just started, logo station www.logoz.cn Click on the homepage face can enter the icon version (icon version Www.logoz.cn/logo). Logo station is also a lattice ads, just logo station of the lattice larger point, logo station is also counted navigation, just logo and traditional navigation station in the content of the difference. Logo Station's plan is to build a brand promotion of the network kingdom, not only for the network services, but also for the promotion of national independent brands a force. Why here when it comes to logo station, is to let everyone pay attention to a situation, whenever a bit famous brands are very pay attention to their trademark logo, these enterprises in the promotion of their products more and more attention to the shape of the brand. Even the monopoly industry's mobile, unicom, power grids, Tiero are playing brand. Now you walk in the street, you can see everywhere is the logo as the main body of the store door and advertising, Unicom even in 2006 to spend hundreds of billions of renovation costs updated its own new logo. On the role of logo and brand promotion again here is not much to say, interested friends can go to my blog, (Endless emptiness of the blog,http://blog.sina.com.cn/sz0730) of which there are several articles about these. I'm sorry to advertise again.

Why is the current Web site advertising more animation? My analysis is because the theme of the general Web site content is the content of the main content, the narrative of words to achieve the role of the explanation. However, the image can be highlighted in many words, animation can attract more attention. In the past, when working in an advertising company, I read a few books about print advertising and television media advertising, and it is more impressive that dynamic images combine sound to impress people. Of course the original text to express more professional, but that is the meaning. CPM Concept--per thousand people costs, cost/technologists (http://baike.baidu.com/view/335119.htm). Public Media elevator advertising not only effective to make their own CPM effect reached the limit, more importantly, he effectively grasped the target audience. Network advertising also through the classification of content, targeted ads, mobile sites on the brand mobile phone ads, clothing sites on the brand clothing advertising, the conversion rate of its CPM is also quite high.

Four, suitable for the brand advertising site type analysis.

Portals, search, recruitment, industry classification, yellow Pages, navigation these have been mature advertising mode, here I will not say more, chatterbox! What's more, I am just a not well-known garbage station small webmaster, do not want to be disorderly shot dead. Let me talk about some of the models that have not yet appeared, even if the idea of rubbish is not very good verification, oh, the brick must be less. At present, the WEB2.0 model is another capital-pursued model, although I have not yet seen a perfect explanation for this concept, but from the point of view of the interaction he is advocating, blogs, podcasts, geeks, forums, communities, post bars, etc. should be counted in this category.

Blogs, podcasts, Granville guests, forums, communities, bar paste these are the current network speculation WEB2.0 mode, not only attracted to the capital market a lot of money, but also really let this kind of website popularity. As the search engine of the year, at that time, we all know that search engines will make money, but how to make money, Baidu is also in the process of burning money slowly groping out. WEB2.0 everyone knows it's going to make money, but it's hard to find a few websites that have made money from her. Some people may say, my website will make money, but can you make money like Baidu? No, we are still through the WEB2.0 mode circle popularity, that as long as I registered more members, my click rate is high, there is always a time to make money. Yes, you can get a hit rate, you can make money, but you will never be like Baidu to make a lot of money. You are simply through your click-through rate to attract businesses to your website advertising, how many ads you have? Too much advertising will reduce the user's browsing satisfaction, if blindly to pursue advertising will affect the user's browsing experience and loyalty. Lost users will gradually lose advertisers, your site will eventually be other similar sites to eat. How to put ads cleverly, and so that viewers do not have feelings of disgust, and even actively click on your ads is the smartest site to do things. Baidu search can be said to do this, he searched for the content is advertising, people are actively accept his ads. He is not an ordinary commercial advertising, but the extension of advertising to various fields. But the traditional website, in addition to search, navigation, recruitment and yellow pages, other web sites, other portals, entertainment sites, as well as business-to-business, Consumer-to-consumer and other e-commerce sites must be based on commodity advertising for survival. Previous figures show that more than 5 billion of the advertising costs in China are disappearing every year, and that the number will increase by 50% a year, a huge market.

Must change, as I said before, who can skillfully put the merchandise ads on their own website, and will not affect the viewer's mood, you will be successful. If you can also arouse viewers interested in your ads and click on him, you will be more successful. If you have completed the above tasks and made money for your users, you will be as successful as Baidu.

The internet world is now a star-making world, and many people write blogs, take podcasts, bubble forums, build circles, pick up the task of the mission and famous, they are communities, forums, blogs, Granville Guest, podcasts, bar-type site of the core characters, many of the same kind of web sites have been engaged in competition for users, competing for these advantages of the user's war. (Some time ago even saw the X-Tiger to provide the overall content of the X-Wave blog to move the service, it seems that another battle to be launched) I think this means a little too much. Personally think that improving the quality of their products and their quality of service is the key. You have a better model than others, can give users the services that others can not provide, we will naturally be attracted to you. If now also carry out the selection of "The most lovely people" activities, I think the prize must be "netizens", they are selfless in the various sites to increase popularity, selfless in the site to make money without return. What do the community, forums, blogs, geeks, podcasts give to these "cutest people" in return? No, if there is only a very small number of people (Granville Network may have to speak, the completion of the task will be able to get the money, but you also said that only 3% of the people may be rewarded, and this figure has slowly become less). Community, forum, blog, Granville Guest, podcast website operators, you have to for these "most lovable person" to think about, give them to find a in the entertainment at the same time, in the dedication and can make money, so, you will face a good win situation. Let's get the advertisers ' money together. If you think this is an impossible task, then I will tell you "Can't blame you!" "Because you have not seen this Arabian-style pattern, the so-called Internet predators do not think the solution is really a difficult problem." Please pay attention to my blog (Endless emptiness of blog,http://blog.sina.com.cn/sz0730), perhaps you can find the answer from my blog.

V. Passive advertising, active advertising and mutual transformation.

1, passive advertising is the main form of the current advertising, television, radio, newspapers, outdoor and most of the Internet advertising has adopted a passive form of advertising. It is characterized by the advertisement on a carrier, so that attention to the carrier of the audience passively accept the content of the ads.

2, the active advertisement is the advertisement audience has own target demand, needs to understand the target content, the initiative to look for that kind of advertisement. At present, the network search category, classification industry, navigation and yellow pages of the Web site services are relatively standard active advertising.

3. The transformation between passive advertising and active advertising. Its manifestation is: through the passive advertisement propaganda lets the audience produce the interest, and the active attention related information as well as buys the product.

Traditional media (television, radio, newspapers, outdoor) because there is no interactive platform, it is difficult to realize this transformation intuitively, people must use the network information and supermarkets, shopping malls such as the integrated category of stores to understand products, contrast products, buy products. Traditional media through intensive bombing and the tireless repetition of the passive left impression (three-year-old children also know that "this year is not a gift!" "), through the star effect, exquisite picture to attract attention, thus causing audience concern, guide consumption. Public elevator advertising is to achieve this transformation is relatively high form of advertising, of course, the conversion rate of CCTV is also very high, but the station such a carrier, its entry threshold is too high. Network advertising relatively low entry threshold, and its classification is more detailed, the form of online advertising has a broader space for development. The above mentioned CPM conversion rate problem is the merchant more concerned about the problem, explore CPM conversion rate is the webmaster in the search for good advertising form the most central task, seize the merchant at the same time to seize the user can go farther, walk better.