Internet advertising must be popularized

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The times when the hits were king

Do not know when to start online advertising has been to click rate as a measure of the effectiveness of network advertising, so the result is that the effect of online advertising is a large part of our neglect. As the first modern-day advertiser, John Wanamaker, once said, "My advertising fee is half wasted, the problem is I don't know which half." ”

The result is that we are too focused on click-through, ignoring the nature of Internet advertising, the fact that it was actually exposed before it was clicked, and accepted by the audience. We can make an analogy with the banner ad, now seemingly the most old-fashioned. You can't always want the viewer to open the page, browse to a large banner ad and click on it, because this is the behavior that requires the viewer to be "very, very" interested in the ad, and the only thing you can expect is to be seen, so that the purpose of the promotion you need is actually reached, And even if you don't need any more clicks, your ad has been exposed. After this, the viewer clicks on the banner ad, skipping it to do other things, the effect of advertising is already very obvious, that is, it has been shown in front of the audience before, to achieve the expected publicity effect. What does all this have to do with the click rate? Plainly not at all. So we do not have to go to superstitious click-through, we should pay attention to the actual effect of online advertising.

Current consumer groups

Now, let's put aside the click-through rate to talk about who advertisers and professional online advertisers should be targeting. According to the latest China Internet Development Statistics Report data, the current Chinese netizens are about 26.5 million, of which under the 24-year-old accounted for 51.9%, under 30-year-old accounted for 68%. It is clear that the middle-aged and young groups are the largest network advertising audience groups. They now control the big part of the network. And their way of thinking and requirements have always been on the most common level, so the network advertising must be able to be in such a popular level.

Internet advertising needs to be popularized, which does not mean that as long as the content of the popular, in the form also needs to be popularized. Nowadays, the trend of domestic network broadband popularization is obvious, and the coastal developed cities have even become a common phenomenon. This can bring convenience to the popularization of the network advertisement in form. We can no longer rely solely on search engine advertising to open the market, because the market Baidu has been playing for a long time, in addition to the "huge" has been the click rate has not been able to play any new ideas.

Now Sina began to publish classified advertising information, in addition to the Chinese network and Sohu recently began to have similar columns. Put this kind of information as a column in the first navigation bar, the position and effect are more than the previous network advertising effect to come much better, and more popular, let people a scene to understand, more can attract such a audience group, for online advertising is a good development direction.

The appearance of the advertisement in the text

The appearance of advertisement in the text brings a fresh air to the network advertisement market. This kind of advertisement is the key word folder in the content article, in the Netizen makes the mouse movement this behavior while causes the advertisement to be exposed automatically, moreover this kind of advertisement exposure effect can do directly effectively faces is reading the article the Visitor, can the advertisement content display completely in front of it. Its characteristic is that it can calculate the network advertisement exposure rate, this is a huge leap for the above mentioned only relies on the click rate to judge the network advertisement effect. And it can adapt to the demand of the popularization of network advertisement more. Because the ads can be placed in any content article, this is for those who spend most of the time on the Internet to read the more suitable for ordinary netizens, after all, those Internet users whose purpose is to access the Web to get more information.

In the text advertising this piece, foreign already have such as Kontera, vibrant media such as advertising online advertising network advertisers, and the first of the advertising model into the domestic market vogate in scale and technology has far more than the previous two. And its already with Sina, Tom, Yahoo, mop and so on a number of large websites have cooperated, and agent Dior, Nike, ipod and other world-renowned manufacturers of network advertising, has a considerable amount of advertising experience.