Online advertising industry is maturing in the pursuit of advertising effect

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"Advertising Effect" is the 2004 Internet advertising industry, the highest utilization of a word. Network media in the way to optimize the location of the page ads, the introduction of new forms of advertising, network advertising agencies to optimize the media mix program, improve the overall advertising effect, advertisers are no longer only to see the ads display volume, click Rate, and the first question locked in the "My ROI is how much". In the 2004, China's online advertising market in the pursuit of "advertising effect" of the industry calls for rapid development.

The rapid development of network advertising market is more mature

2004, China's online advertising market has grown from 1.08 billion yuan in 2003 to 1.9 billion yuan, to maintain the rapid growth of the state. At present, China's online advertising market accounted for the overall Chinese advertising market is still less than 1.4%, far below the international average of about 5% of the level. Combined with the growth of the whole Chinese traditional advertising market and the continuous growth of the number of netizens, it is expected that China's online advertising market will maintain a high growth rate in 2005 and in the next few years.

In this year, China's online advertising market, the development of the industrial form more mature and complete, from the increasingly specialized network media, to the increasing number of network advertising agencies, to the technology of the escalating network advertising management system technology providers, and to provide Internet access monitoring and competitive brand analysis of professional research companies to intervene, The whole network advertisement industry chain development is more complete, the industry is also more mature.

The network media advertisement of portal class grows steadily and the competition will become fiercer

In the portal media, Sina is still the boss of China's network advertising market, the number of visits and customers in the portal camp in the leading position, the 2004 annual network advertising revenue in more than 500 million yuan, advertising revenue has been comparable to some of the traditional large media group income.

Sohu through the previous two mergers and acquisitions, online gaming professional media 17173 and real estate professional media Focus Network, 2004 is the rapid development of the two professional media year, the income has doubled the growth. Including the two professional media Sohu Matrix, network advertising revenue has narrowed the gap with Sina. NetEase in 2004 years to pay attention to the construction of media channels, news and information classes have a larger number of visits have increased. In some such as the automotive industry, FMCG industry has a certain advantage. Other portal media such as Tom, QQ development has also made rapid development. TOM's development continued the 2003-year portal Dark Horse State, continue to network advertising agency company to expand in-depth work, network advertising revenue has climbed. In addition, qq.com site although only set up a year, but the use of a large QQ user base, coupled with the use of the new version of QQ software login pop-up box to promote the site from scratch, has become a relatively young Chinese netizens access to information is an important channel.

Yahoo China in 2004 and 3721 of the merger process, the network advertising operations managers of the local management, and use their own international brand advantages to dig into the network advertising industry, but also achieved a good network advertising performance. In addition, 2004, is worthy of industry concern is the MSN Chinese Portal Project has entered the preparatory period, 2005 ready to kill into the Chinese market, the current content partners have been basically finalized, the official release date is already in sight. China's portal market has more than a strong contender, the market competition will be more white-hot.

Search engine integrated into the network advertising market, advertising rankings are growing rapidly

Search engine is often considered as a kind of special enterprise promotion form before 2004, it is not paid much attention by network advertisement industry. But in 2004, search engine advertisement, especially the advertisement form of PPC, has already highlighted a kind of characteristic of network advertisement ——— according to "advertisement effect" pay. In fact, as early as two years ago, Sina and other industries leading the company on the proposed "directional advertising" concept, but, in these years, the portal in the direction of advertising on the pace of not fast, search engine ranking has been a part of e-commerce companies sought after. They said that "PPC ads" is able to carry out "accurate content-oriented text chain network advertising." Now, the mainstream search engine, led by Google, has been able to provide ads that display images in the form of keyword search, which has reduced the definition of Internet advertising and search engine advertising. At present, more than 600,000 companies in China have used or are using search engines for internet marketing, which is much larger than the number of online advertisers on the mainstream network media. 2004, China's search engine operators revenue scale of more than 500 million yuan, the overall industry market size reached 1.2 billion yuan. Among them, the auction rank advertisement form in the next few years will be the fast growth state.

In addition to the surge in advertising revenue in 2004, Baidu also acquired the favorite Internet navigation website of Chinese netizens, Hao123, and formed a special marketing media group. After the 3721 was acquired by Yahoo, launched a brand-new specialized search portal, the visit amount in 3 months promoted to the global 40, created a development miracle. 2004, Sohu also in the search engine market frequently, in addition to the introduction of a new Sogou search, to the CPC (Pay-per-click) Text chain Advertising Alliance has become the main revenue of Sohu search engine composition.

Professional network media volume surge industry needs resource integration

2004, the number of professional network media in China increased significantly, there is a certain network advertising professional sales force of the network from more than 40 rapid rise to about 80, network advertising professional media market hot. Professional media growth in one of the fastest growing industry is the online gaming industry, from 2003 only 17173, Angel online, such as a handful of professional media network games, development to the end of 2004 has been nearly 10 have a certain scale of network game professional media, For example, the Sky Game Network by virtue of games, such as creative communication tools quickly become the top three of the flow of industry media.

Automotive Professional Media, in addition to China's automobile network, car new network, such as the old website, but also emerged a group of love card car network, such as several new types of automotive community media.

Zol Zhongguancun by CNET High-priced acquisition, become the IT professional network media the largest industry news. It is said that CNET may also use capital to acquire some other advantageous professional it media, forming a strong It media group in China. It seems that the strength of capital has begun to pay attention to the development of professional network media, the future industry resources integration will be a professional network media direction.

User traffic is Money Community class network media budding

At the beginning of 2004, Chen said Shanda has a huge user base, Shanda is also advertising media, and announced the grand preparation of formal access to the Chinese network advertising market, the industry is one of the surprises. When the Internet advertising industry is still skeptical about Shanda's ability, ebay and the grand signing of the more than 40 million advertising contract has to let industry people admire. Ebay also said the deal was deliberate and that the deal would be worth it for ebay. This fully explained that to the grand-headed network gaming community and other types of network community, with huge user traffic, if the good planning and use, can play a very good advertising value.

In addition, in the ranking of website visits in China, we can see West, West Shrine Hutong, Tianya, Mop led a group of network community has extraordinary traffic, but the network advertising revenue has not been proportional to the flow, the future of these communities and new forms of blog and other community network advertising will have more and more development potential.

The rapid Development Specialization division of Network advertising agency is becoming more and more obvious.

Network Advertising agency in the 2004 years of rapid development, the larger network advertising agency advertising business has generally achieved more than 2003 years of 70% growth. To network advertising management system started, good yes under the interpretation of advertising companies, in 2004 years achieved extraordinary performance, ranked the industry leader in the position. Yang Lian-chuan also won the Chinese network advertising in the history of the largest order, become China Mobile internet advertising agents, one by one, China's network advertising industry superstar Enterprises. Other such as Beaus-Saint Yunfeng, Genesis Miracle, Century Huamei and other companies, but also achieved more than 1 time times or even several times the performance growth.

Electronic communication is 4 a company's network advertising service team The most professional companies, it and automotive advertising is the main electronic services of the mainstream customers. The strength of the media has Nokia, such as a number of core customers and the spirit of professionalism, in the 4 a company to maintain a leading edge. McKenning, RSCG Ocean and other 4-a advertising companies continue to help Mi-crosoft, Dell and Intel and other established network advertisers have achieved good online advertising performance.

At present, in China has been engaged in network advertising agency advertising companies have more than 100, to network advertising agency-oriented advertising company has more than 20 companies, the agency's development into a professional division of labor stage. Creation Miracle 90% of the customers from the online gaming industry, the century-rich advertising has the most mobile phone class customers, Koss ads most advertisers from the automotive industry. Xinhai Heng, ka Hua Hengshun, Lontro and other advertising companies are mainly real estate advertisers mainly, Red Horse Lian, the new economic and trade mainly serve the type of education and other types of industry customers. Advertising agencies in-depth understanding of a particular industry advertising demand, and a series of specialized network marketing services, will also be the future of service-oriented network advertising agency development trend.

Internet Service customers ' advertising budget picks up traditional big consumer goods manufacturers are still watching

Network advertisers in various industries in 2004 in the network advertising investment in the total cost of more than 1.8 billion yuan, including it, network services, mobile communications, traffic cars, real estate are the top five industries respectively. Network Service customers, mainly including network games and E-commerce Enterprises, network economy and another upsurge in the network services industry advertising budget in 2004 years, only the network game industry-wide network advertising budget over 100 million. Taobao and easy to compete for the advertising resources of some "battle", but also to the industry added a topic, injected vitality.

Let's be a little disappointed that in the 2004 years, a large number of Chinese television media spending a lot of budget advertising companies to the importance of online advertising is not enough, and in the United States, the FMCG industry has become the most expensive online advertising industry. Of course, this and China is only about 100 million of the number of netizens and 800 million TV audience has a magnitude of the gap, but it is certain that in the near future, it may be 2005 years, we will see more and more traditional advertising vendors will pay attention to the application of online advertising.

New network advertising Emerging video advertising form is accepted by the public

2004 Interactive Tong Co., Ltd. further developed the ICAST Rich Media advertising collaboration platform, as at the end of 2004, Icast and the main portal to establish a cooperative relationship, a total of more than 200 advertisers have chosen the way video network advertising. In addition, the Adforward system also launches a video advertising format named ITV. After the survey, netizens have gradually become accustomed to and began to like to see on the network similar to television advertising video ads, which used to be just text and pictures of the network advertising, is a great progress.

In the second half of 2004, a well-known international company into the Chinese network advertising industry vision, he is from the United States Eyeblaster, this is a world-renowned provider of rich media solutions to provide a variety of special forms of online advertising, And can be aimed at different advertisers advertising campaign to give a good effect of rich media advertising forms. In addition, the mainstream network media are also trying to reduce such as pop-up windows, such as intrusive online advertising forms, and provide more effective online advertising forms.

Advertising alliances paid for results are favored by third party netizens
DoubleClick's influence in the international network advertising market is gradually valueclick in some areas, and ValueClick's cj.com in the United States is the world's largest online-paid Network Marketing Alliance, making ValueClick Performance is better than DoubleClick. Yes, yes. The company in 2004 vigorously promote the development of intellectual easy marketing interlocking
smarttrade.cn development, that is similar to the cj.com business model, intellectual easy marketing interlocking currently has more than 3,000 sites to join, 2004 turnover has exceeded 10 million yuan, the development potential is enormous. In addition, Korea's largest paid web site Alliance Linkprice also officially entered China, launched the linktech.cn website, mainly for e-commerce types of enterprises to provide CPS (according to sales) mode of marketing methods, and the formation of their own web site alliance. There is such a professional service provider, on the one hand, for small and medium web sites to solve how the flow into advertising costs, but also for the network service types of enterprises to provide a cost-effective most reasonable marketing program.

International network Media evaluation company NetRatings from 2003 began to enter the Chinese market, the introduction of China's Sitecensus products have been with the main domestic portal site signed a service contract, ready to from the third party for China's network media to do user analysis assessment, now, The results of research and analysis by Chinese netizens are already apparent. With the fair third party data release, will be more conducive to advertisers to network media to generate trust, more conducive to the development of network advertising industry.

In addition, looking back on 2004 years, the network advertising industry should also thank NetEase to fully sponsor the 2004 China Network Advertising competition, for the network marketing industry has played an excellent job. Looking to the future, I believe that China's young network advertising industry will be in the "success of advertising" theme of sustained and rapid development.