Sina "Eiyō" will subvert traditional marketing way

December 12, 2013, the first Internet full media coverage advertising platform-Sina "Eiyō" officially on the shelves. According to the introduction, "Eiyō" break through the Internet traditional advertising mode, aimed at maximizing the coverage of advertising target crowd, improve the efficiency of advertising procurement, and through large data insights to reduce advertising loss. Marketers expect that "Eiyō" will subvert traditional marketing methods, bringing new changes to the Internet marketing market.

According to the introduction, Sina covers the advertising platform "Eiyō" relying on Sina Weibo and Sina Weibo coverage of China's nearly the vast majority of users of the natural advantages of the Internet, the realization of cross-screen, cross-product line mixed platform high-quality display ads, according to independent users to optimize the frequency of the launch. "Cross-screen" includes a computer screen and a mobile terminal screen; Cross-product line "refers to the video, portals, micro-blog, mobile end, such as the four major product lines, the delivery system based on" UserID + cookieid + user behavior log "and other multiple positioning technology for user differentiation, and then for individual users to do frequency optimization. At the same time, Sina covered advertising platform to fully accept third-party monitoring, to ensure that the effect can be monitored. Compared with traditional network advertising, Sina advertising platform does not need to make advertising scheduling, only to determine the coverage of the target population and frequency and budget, promotion period can be completed.

For advertisers, the introduction of "Eiyō" will solve two major problems: improve the efficiency of advertising procurement and reduce advertising losses. Eiyō improve the efficiency of advertising procurement through the communication efficiency, sales efficiency and after-sales service efficiency of the media delivery process. In the promotion of communication efficiency before the sale, "Eiyō" adopts the programmed resource reservation system, customer input cycle, frequency, budget and other basic information, the system can give the relevant index estimate accordingly; The system will also automatically calculate the total amount of resources available for the period and the UV coverage estimate. In the advertising campaign, Eiyō will adopt a smooth delivery mechanism to ensure that advertising is properly allocated to the day, these are all controlled by the system logic complete, no need to manually set the amount of daily delivery. Sina also revealed that the future will be on line pre-Sales forecast tool Eiyō radar, further simplifying the pre-sales communication process, improve procurement efficiency.

And the efficiency of performance in the sale Eiyō do not need to purchase according to fixed position, not to experience the process of resource selection, scheduling and scheduling modification, the Eiyō purchasing mode is to set up the basic information of customer input cycle, frequency, budget and so on, directly from the system to generate media platform across the screen resources integration plan; Greatly improve the efficiency of the implementation of advertisers. In addition, eiyō or the whole process of receiving third-party monitoring of the advertising system to ensure the objective authenticity of the data, after the launch, the system can timely provide standardized data monitoring reports.

It is worth the advertisers concern is that the "Eiyō" marketing advantage is also reflected in reducing the loss of advertising. First of all, the Eiyō has greatly optimized the average contact frequency of the users to maximize the coverage of the same budget audience. Eiyō take "real-time strategy" and "Day End strategy" to filter Non-normal access users, the specific embodiment of the same UV one-day access frequency is too high, a single user multiple page access to stay longer than 1 seconds, single users for a single page of the frequency of visits and other unusual browsing behavior of users. In addition, Eiyō can also accept the customer frequency control requirements, the deployment of a large number of server clusters, there is enough dynamic memory storage space to support large-scale activities during the period of the massive user access frequency records, so as to achieve accurate control of the frequency of the launch.

Second, the Eiyō also optimizes the target frequency, achieves the same budget coverage effect most strengthens; Through the user's current and historical browsing behavior, Eiyō can predict this user to return a visit in the activity cycle time, chooses with the customer target frequency demand matches the user to carry on.

Finally, Eiyō optimizes the independent user selection and achieves the same budget with independent user selection optimization. The Eiyō system is seeded with microblogging and portal common users, based on the analysis of the behavior habits of the seed users, the author builds the model, digs up the amplification, and guesses the population attribute of the whole Sina network. In addition, Sina deployed a mass server cluster, there is enough dynamic memory storage space to keep the basic information of Sina's whole station users, When the engine is launched, the corresponding advertisement is placed according to the information of the current user.

It is understood that the word "eiyō" in China Spring and Autumn Period of the qin and Warring States era of the famous sword, on behalf of integrity, Sina has been adhering to the principle of good faith, has a strong media credibility; At the same time, Eiyō also has the meaning of the dragon hidden in the deep, that the value of things to be excavated, and as a video, portals, social integration of the mixed media platform, Sina has the user coverage value and the big data marketing value urgently needs to be further discovered by the advertisement main.