Shanda enters the Internet Display advertisement field to co-ordinate its literature game resources

Shanda Online CEO, Grand Group senior vice President Tuoc Luong

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 has a large quantity of users, high-quality content and technical advantages, will help grand advertising into the Internet display advertising field.

Tuoc said internet advertising has grown rapidly in China and has become the second largest media after television advertising. 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 not very large monopoly pole. Shanda has also started to show advertising in the past year and will officially announce entry into the field this year.

China's display advertising industry is not yet mature compared with the US, but it can be seen as a trend in the US advertising industry. In this industry, advertisers will pay more and more attention to advertising effect and conversion rate. As in the United States, more and more brand advertisers in China are paying more and more attention to advertising effects and conversion rates.

"From the search ads, the user tells you what he's searching for, so you know what he wants, but the user does not directly tell you what 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 points out that Shanda has three advantages: first, do a good job of display advertising, need to have a lot of registered users, to understand the user information; second, there needs to be 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. These three aspects are grand now have the advantage.

In these three aspects: first, Shanda has a lot of registered users; second, Shanda as a whole group, there are literature, cool 6, games and other media, and now will work with the external media, so there are many interactive content can accumulate user data; third, technology, Shanda not only from the domestic attract first-class talent, Silicon Valley in the United States has also set up innovative institutions, to gather the world's talent to do display ads, in the United States, Shanda attracted a lot from Yahoo and Google to the very good technical personnel, they are helping the grand in China to do display ads.

Tuoc said that in the past year, the grand has been silent in technology, talent has done a lot of reserves, in the business has some start, this year Shanda has relatively large movements, the second half will have greater publicity.

It is reported that in the Shanda literature, video, game three main business, Shanda Online has been split into 3 companies: payment companies, cloud computing companies, advertising companies. Grand CEO Chen said that the grand advertising business single quarterly revenue has exceeded 100 million.