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Shanda Online CEO, Grand Group senior Vice President Tuoc Luong (TechWeb map)

June 21 News, in the recently held "2012 Grand Advertising Media Resources Promotion Meeting", Shanda Online CEO, Grand Group senior vice President Tuoc Luong said, Shanda will rely on users, content and technical resources to help the grand ads into the Internet display advertising field.

Tuoc said that internet advertising can be subdivided into two areas: first, the search advertising, the field of Baidu accounted for the majority of the market share; second, the display of advertising, this part of the current does not have a very large monopoly pole. "Shanda has also started to show advertising in the past year, and this year we will officially announce our entry into the field." We hope that in the near future, we can become the leader in the field of Internet display advertising. ”

Tuoc that the current Chinese display advertising industry and the United States is not very mature, but it and the United States display advertising industry trends, advertisers will pay more and more attention to advertising effects and conversion rates. As in the United States, you will see more and more Chinese brand advertisers pay more and more attention to advertising effect and conversion rate.

Tuoc said: "From the search ads, users tell you what he wants, so you know what he wants, but in the display of advertising users do not directly tell you the information he wants." So in the search advertising field, because the user clearly tells you what he wants, and the display AD Domain users do not clearly tell you, you have to the user's understanding and judgment to understand what users want. ”

Tuoc that in this respect Shanda has three advantages: first, do a good job of display ads, you need to have a lot of registered users, to understand the user's information, this is a grand already owned; second, you need to have a lot of content, because users use these content, through interactive user behavior can accumulate user data, So that users can make some judgments, to promote his want to see the ads; third, the need for a strong technical team to do accurate analysis, to understand the interests of users, based on these data for accurate advertising.

Tuoc said that in the above three aspects, Shanda can provide a large number of registered users, as well as the group's literature, cool 6, games and other media, "now we will work with the external media, so there are many interactive content can accumulate user data." In addition, in the technology, Shanda also set up a research institute at home and abroad to attract talent to engage in display advertising business.

Tuoc also revealed that, "in the past year, Shanda has made a lot of technical and talent reserves, in the business has some start, this year will be relatively large action, the second half of this year will begin to launch a greater publicity." ”

It is reported that the Grand advertising platform has been officially online on October 25, 2011, the Grand advertisement to take prepaid system, the current source of traffic including Shanda's various literary sites. Grand CEO Chen recently revealed that group over the past three years will be a grand online split into a payment company (Sheng), a cloud computing company (Sheng) and an advertising company, the predecessor of the Grand advertising is Shengwei, the latter is the development of the Grand Advertising department, the current Grand advertising business single quarterly revenue has exceeded 100 million. (Chuck)