Network advertising healthy development needs Network Marketing industry standard

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According to the latest data from market research agency Eric, 2008, the overall scale of online advertising increased to 18 billion yuan, the annual growth rate of 71%. Since the first Internet advertisement in China in 1997, Network marketing based on Internet advertisement has been becoming the most stable business model for the development of Chinese network enterprises, and attracting more advertisers to transfer the market budget to the network. China's internet has been a hurricane that has quickly grabbed the internet marketing market.

However, with the further development of China's network advertising industry, a real problem is more and more urgent in front of the media and advertisers: the form of network advertising is diverse, the concept is complex, then the effect of network advertising should be how to monitor and measure? Over the years, in the field of online advertising, There have been many methods and models of effect assessment, such as CPC, CPM, CPA, CPS and so on, although some third-party service providers began to provide network advertising effect monitoring and analysis tools, such as DoubleClick, 99click and other domestic and foreign network marketing analysis service providers have begun to provide relevant services to the media or advertisers, but there is still no industry standards, media and advertising diverging, and difficult to mutual recognition, such a situation will inevitably affect the long-term healthy development of network advertising.

Chaos: Friction costs hinder development

"The effect of online advertising is getting more and more advertisers pay attention to, but also often let them overwhelmed." Professor Liu Wenxi, director of marketing Department of Beijing Business and Industry University, said that the main form of internet advertising at this stage is the network category ads, including banner, Button, banner, full screen, huge and skyscraper ads, as well as Baidu Google and other popular text link ads, in addition, there are e-mail ads, Pop-up windows, video ads, and so on. Layers of new forms of advertising form a blue sea of Chinese Internet advertising, but for advertisers, the most concerned about the problem is not the form, but "in the end can bring us what can see clearly the effect?"

According to CCW Information deputy general Manager Cao Kaibin introduced, in the industry, usually CPM (according to the number of visitors) and the CPA (according to the actual delivery effect) two forms of advertising billing, network advertising cooperation is based on mutual trust, but in daily contact, it will inevitably produce some "friction", Most of the focus is on the Internet advertising data are suspect. Although there are third-party network marketing to provide analysis, but at this stage of the network advertising effect analysis is emerging industries, basic technology, such as the lack of uniform norms and standards, the lack of standards, restricting the advertising parties more interaction, increase unnecessary friction costs, the implementation of the effect is uneven, hindered the market development.

Order: Calling for industry unification standard

Domestic well-known network marketing analysis service provider 99click strategy director Rei Tao, network Analysis Services can help advertisers grasp the successful marketing of the road, the advertising effect of real-time monitoring and analysis, but also from the point of view of Third-party service providers to resolve the distrust between buyers and sellers. However, due to the lack of uniform industry standards, the conclusion of Third-party analysis service providers often can not be docked, which in fact also restricts the role of network marketing Analysis Services play, will eventually restrict the development of network marketing industry. In particular, some foreign analysis service providers, it is difficult to have the energy to pay attention to the market education and training, often earn after the hot money left to advertisers a pile of inscrutable data, advertisers on the network advertising effect awareness and monitoring evaluation is still difficult to improve substantially.

In Rei Tao view, to "netizen browsing two jump rate" as the monitoring standards for the industry consensus, coupled with the transformation analysis, path analysis and other data analysis, and the International Network advertising effect analysis of the industry to coincide with the law, can help advertising buyers and sellers to reduce the invalid user included, scientific and detailed and objective reflection of network advertising effective flow of the full picture, Effective monitoring and analysis of network marketing results, but also can help advertisers and agents to establish a good trust relationship. However, if the industry practices can not be upgraded to improve the industry standards, its authority and influence will be greatly reduced, "Network marketing Analysis service industry standards is imperative, has a strong industrial value and significance." ”

Balance: Promote Network advertising prosperity

"Whether the advertisers or the media, are indeed looking forward to the network marketing analysis of the industry standards, because of the prevailing standards, will be able to greatly enhance the standardization of network advertising and direction, reduce unnecessary communication costs." "China internet Marketing Working Committee under the Deputy Secretary-General, Pole Media Group vice President Wang Haijing, said that China's Internet sales have been developed for 10 years or so, became a large industry with more than 10 billion, I believe that in the relevant institutions and the mainstream industry manufacturers work together, The development of a set of unified network marketing analysis and evaluation standards and continuously improve the network marketing of the healthy growth will undoubtedly be of great benefit.

Wang Haijing also said that as the Internet Industry Association organization of the China Internet Association's two-level organizations, the Chinese Internet Association Network Marketing Work Committee is very much hope that the appropriate time, lead the domestic mainstream research and service agencies, together to explore the establishment of network marketing industry unified standards, Provide a useful communication and communication platform for the healthy development of Internet industry.