Sina publishes the first full media coverage advertising platform "Eiyō"

September 6 Afternoon news, "2013 Sina Business Thought Openday" held in Beijing today. At the meeting, Sina first released the internet full media coverage advertising platform "Eiyō", as well as the full platform content marketing, network linkage, micro-blog selection, data closed-loop and other four marketing solutions for the Internet marketing field to bring new ideas.

Sina "Eiyō" Subversion internet Marketing

In the tide of Internet development, Sina as the leader, to insight into user behavior as the fundamental, continuous change and innovative marketing methods. Relying on Sina's massive user resources, and break the portal and social media, mobile Internet and PC end of the marketing media partition, Sina recently launched a faster and more effective way to build brand and user of the pluralistic relationship of the advertising platform "Eiyō", which is the first time in China's internet industry to put forward the concept of full media coverage of advertising platform, That means Sina will redefine the future of Internet industry marketing.

In the early days of internet marketing in China, the portal home page represents the entrance of Internet marketing, can attract users "eyeball" position is the "marketing treasure", access to the portal of gold resources to become the important work of digital marketing, selling the way mainly to sell the main position; over time, Internet marketing into the high-speed development period, as users of the Internet behavior tends to be rational, sales have begun to change to the time of sale and the marketing of events, to adapt to the habits and needs of netizens, and with the advent of social media, internet users tend to be more fragmented reading habits, How to realize the breadth and depth of the coverage of users becomes a new subject to test internet marketing.

The launch of Sina covered advertising platform, 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 user control. "Cross-screen" includes computer screen and mobile terminal screen; "Cross-product line" refers to the portal, video, micro-blog, mobile end of the four product lines; The system based on "UserID + cookieid + user behavior log" and other multiple positioning network virtual fingerprint identification technology for user differentiation, And then for individual users to do frequency control. At the same time, Sina covered advertising platform to fully accept third-party monitoring, to ensure that the effect can be monitored. Compared with the traditional network advertising, Sina covers the advertising platform without the need to make advertising scheduling, only to determine the number of coverage and frequency and time to complete the launch.

In the coverage of the crowd and the user to receive the frequency of secondary performance indicators, Sina launched the coverage of advertising platform for reference to the television media advertising sales model, but compared with Sina's overlay advertising platform to show more powerful functions. First, internet users are younger and more consumed than the TV media. Second, the timeliness of the Internet is much stronger than television media. Again, the accuracy of the Internet repetition frequency control will make the Internet advertisement achieve the best result. According to the relevant data, 39.7% of the audience that the advertising word repeat 2~3 the best, Sina can be through technical means in order to ensure that the frequency of advertising display to effectively control the display of the "upper limit", television media is difficult to do this.

The name of the overlay advertising platform is "Eiyō". Eiyō in China Spring and autumn and Warring States era of the famous Sword Dragon, 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, indicating that something valuable to be excavated, and as a portal, social, video integrated media platform, Sina has the user coverage value and the big data marketing value urgently needs to be further discovered by the advertisement main.

Four marketing solutions define digital business value

In "2013 Sina Business Thought Openday", Sina North District sales general manager Comprehensive said, four big marketing solution's launch, will bring the brand-new marketing opportunity for The Advertiser, the commercial ecological chain is more perfect. According to the introduction, Sina released the four marketing solutions, including the full platform content marketing, network linkage, micro-blog selection, data closed-loop.

1. Full Platform Content Marketing

Sina full platform content marketing for the Internet media Marketing value to make a new interpretation. Talk about the whole platform content marketing, comprehensive said, the platform content marketing two big Foundation is the massive deep user and the high quality content assets. On this basis, the formation takes the content asset as the core, to user demand-oriented, using a variety of media forms and products will be brand customer communication requirements into its positioning and dissemination of relevant channels, columns, products, through the content of users and brand customers deeper binding, so as to achieve a full platform of marketing communications.

Sina Sports as an example, Sina Sports has more than 90% of the quality of sports events in the market, many sports commentators are also gathered in Sina, while Sina will also open 24-hour sports live platform and is building a large sports community. These high-quality content assets to the vast depth of users and brand customers connected to achieve the connection of the media is information, community, micro-blog, live broadcast, competition, such as quality content assets on demand. On this basis, you can also use these high-quality assets for brand customers tailored homemade programs, to achieve coverage of the Portal + micro-bo + video multi-platform content marketing. At present, Sina has accumulated a lot of high quality assets and loyal users in the field of sports and finance, and its whole platform content marketing value is becoming more and more prominent.

2. Network linkage

Taiwan Network linkage is also one of Sina's four marketing solutions. Since the "good voice of China" and other variety show popular, the topic of micro-blog talk about the trend and television program ratings to maintain positive correlation, Taiwan network linkage has become the inevitable trend of social media development. According to Nielsen Research, 60% of TV viewers have smartphones, ipads or laptops on hand while watching the show, and more and more people are commenting on their tweets while watching TV. In addition, 78.57% of respondents said they were willing to use social media to watch a TV show at the same time as their friends and to publish their views synchronously. With the complementary value of TV and network platform becoming more and more prominent, "network linkage" has become an important feature of Internet media and traditional TV media integration, and the discussion of micro-blog has also spawned TV ratings and movie box office.

In response to this trend, The advertiser's marketing appeal and the hot topic of combination, Sina homeopathy launched a network linkage marketing solutions. In the second half of 2013, Sina will be popular TV program set as "Hot Topic", in the PC end and mobile end set topic entrance, attract netizens to enter the "Hot Topic page", causing netizens to share and interact, further enlarge the title of the corporate marketing rights and interests; In addition, the live broadcast, Sina will be synchronized in the information flow on the topic of the program to recommend, to ensure that the time period to show the opportunity to enhance the effectiveness of the enterprise again; through the user to obtain information in the core area-flow and topic list of recommendations, the topic of the maximum heat, in order to enhance the brand awareness.

3. Weibo selection

Following the ads for small and medium advertisers to achieve good results, Sina launched a new "micro-Bo Select", designed to help brand customers more accurate information touch, this is the first time information flow advertising to the brand advertising customers open. Weibo selection in addition to the brand users of the fans, but also through data mining analysis to and brand users have had an interactive behavior of the fans to launch, not only to enhance the accuracy of the launch, but also to avoid harassment of users.

It is worth mentioning that the micro-blog selection will also break the traditional advertising CPM sales, to take Cpta (each target user to the cost of a one-time) model for sale, the sale of information in accordance with the "Touch of the" charge, will bring social ads "precision" revolution. And in the form of delivery, in addition to the traditional text, picture form, there are 6 seconds of video, such as rich media patterns show.

4. Data closed loop

In the field of data integration, Sina's marketing value is not to be underestimated. Sina Weibo, as the largest social media platform in China, has not only the social relationship and interest map of users, but also the massive user behavior and preference data. After the establishment of strategic cooperation between Sina and Ali Group, users will be able to browse behavior, social data, interest mapping, shopping behavior through to the data mining, establish a complete marketing analysis system, further describe the marketing image of Internet users, the data feedback to the ecological chain of relevant partners, optimize the enterprise marketing decision To promote the efficiency of enterprise promotion.

Sina through this business thought Openday exchange, around the "1+4" (a core advertising platform, four marketing solutions) to the outside world to pass on Sina's internet marketing trends, Sina will rely on its "portal + micro-BO" dual platform advantage and its multiple terminal advantage, for the marketing industry to bring a new revolution, and redefine the media value.