Technology Pry Marketing: Reshaping the rules of Internet advertising survival

Our correspondent

Bean Rising

In order to achieve accurate advertising, in addition to the accurate identification of user needs, but also from a large amount of information to choose to achieve accurate matching. This process requires very strong computing power, and cloud computing technology is a big deal.

The Chinese Internet, which is dominated by free economic model, relies heavily on internet advertising, which promotes the development of Internet advertising industry, but also leads to extensive growth of internet advertising. Now the Internet browsing content, the most need is a wide range of online advertising. Some of the formal web site ads can also be accepted, and some of the edge of the site, advertising is biased against violence or pornography. Blindly pursue clicks, ignore conversion rate, let alone create a good brand image, these are the drawbacks of online advertising for a long time.

At the same time, because the advertisers lack of understanding of network advertising, one-sided pursuit of form, demand coverage, resulting in a large number of advertising investment is wasted. Advertising companies blindly cater to the needs of advertisers, emphasis on advertising creativity, media choices, but neglected the importance of technology. This makes the advertisement like a performance, the pomp is big, pleases The advertiser, finally has not had the effect.

In the mobile Internet field, because of the emerging, network advertising is relatively convergent, but also has appeared such as forced pop-up ads such a bad phenomenon. If the network advertisement also wants to walk on the mobile Internet the traditional Internet path, is doomed to fail. and advertisers and online advertising companies are clearly unaware of this.

The biggest cost of a good advertisement is not in the creative or the medium, but in the technology and effect monitoring. Many advertisers are now prone to choose large media, pay a lot of media to choose the cost, in fact, the ultimate effect, may also use precision technology, a limited range of advertising.

"Compared to television, the Internet is more anarchic, so targeting becomes very important and efficient," said Dean Donaldson, Technologies Media experience Director Dien Donaldson, a digital advertising marketing software developer MediaMind. "The future technology will become the key to the development of the network advertising industry." At present, some new technologies have appeared, showing the trend of Internet advertising in the future.

Let users select Ads

In the inability to achieve the absolute precision of the premise, give users the right to choose, let users choose their own want to see the ads, to improve the effectiveness of the advertising "killer." Research reports show that when users are able to choose their own ads, they are twice times more likely to click on ads than they would normally. "When you give people the opportunity to choose, they tend to have a crush because you show respect," says Beth Uyenco Shatto, head of global research at Microsoft's Advertising division, Besse Yunko Chateau. Without advertising, they would not be able to get free content. ”

To this end, Microsoft, Yahoo and video website Hulu specially developed the relevant technical tools: ASQ. The technology allows viewers of online television programs to choose to watch ads from more than three ads rather than passively accept display ads. This technique is not complicated in terms of difficulty, but the idea behind it is very important. As Yunko Chateau said, "We are becoming smarter about how to make more effective advertising." The best way to do this is to let the video viewer choose a specific ad for themselves. ”

The utilitarian nature of internet advertising is too strong, often make the advertisement can not achieve the expected effect. A real good advertisement is one that can bring value to the viewer and can satisfy their needs. So who knows more about users ' needs? is undoubtedly the user himself. Abroad, including CBS.com (CBS website), AOL.com and discovery.com (Discovery Channel) and Google's video site YouTube have launched a study of ASQ to provide users with a better advertising experience.

LinkedIn, a business social network, has recently launched a new web-advertising campaign that allows users to actively advertise. If users focus on a company, or recommend a product or an enterprise, LinkedIn will use the data to showcase a range of resources that users need to get the job done. For example, a user who publishes a Google job advertisement in LinkedIn can also show who is working on Google in his network for reference.

At home, basically all of the video sites, its advertising model has followed the traditional form of television advertising. Video sites do this only because advertisers are relatively easy to accept. This simple duplication ignores the characteristics of the Internet, ignores the technical inherent nature of the network advertising itself, and reflects the deep-seated drawbacks of the current network advertising. and internet advertising is more backward than TV commercials. TV commercials are now banning the insertion of ads in the program, while video sites do not have such restrictions. This also results in a relatively poor advertising experience for online video.

Semantic Search and cloud computing: making advertising Intelligent

In addition to giving users more options, advertisers and advertising companies also need to explore how to improve the production and delivery of advertising, so that advertising more intelligent. Semantic search and cloud computing are two of the most popular new technologies.

The biggest problem that Internet advertisement faces is information surplus. Users face a huge amount of information do not know how to choose, advertisers and advertising companies face a huge amount of information, do not know what information is true, which is false. What is useful and what is useless. At this time, the design of a more accurate identification and matching technology, can solve this problem. Semantic search and cloud computing technology can do this.

Semantic search can greatly simplify the user's search process, but also can analyze more information, such as the user's feelings, needs and motivation behind, so as to give users accurate search results. Google is now brewing from keyword search to semantic search, trying to achieve the user and search results of a high degree of matching. This technology will revolutionize internet advertising. The results of search engine recommendations will be more accurate, more user-oriented, rather than increasingly utilitarian, advertising-oriented.

Cloud computing is the technology necessary to achieve accurate matching. Search engine advertising is able to grow up because of Google, Baidu in computing power is strong. In order to achieve accurate advertising, in addition to the accurate identification of user needs, but also from a large amount of information to choose to achieve accurate matching. This process requires very strong computing power, and cloud computing technology is a big deal.

In the future, the use of cloud computing and semantic search technology ads will be highly intelligent, and even some of the user's subconscious needs, the user itself is still unable to capture the needs of the machine can also be identified. The application of such technology in the field of online advertising, will create a new perspective.