The competition between advertising Network and advertising Alliance

Ad League is also known as the Network Alliance, can be seen as the current ad network (ad receptacle) predecessor.

Advertising alliances and advertising networks are different, the first is the media differences, advertising alliance gathered mostly for online ranger site, network Money portal, trojan bundled download site, through the number of advantages, or even zombie computers to provide advertising services to customers, although the exposure clicked up, but the effective customer inclination is very low, Mostly ineffective clicks and exposures, customers are wasting their advertising fees while at the same time greatly affecting their own brand image. The brand image of these international enterprises is through many years of market promotion, Word-of-mouth was established.

Although advertising alliances and advertising networks emphasize technology orientation, crowd analysis, but there is still a complete difference in the actual delivery, due to the nature of media types, different user groups, advertising Alliance in the reception of customer demand, the customer's goal is to target the game crowd, the net to make people and the Navy group, As a result of the interests of the drive, these users are scrambling to carry out ad clicks in exchange for return, as for what content clicked, may not see. This is also a large number of advertisers, 4A media planners face the biggest doubt, advertising budget to these ad league many, but effective two jump, three jump almost no, not to mention the purchase intention of the leads. If the return on advertising is almost zero, there is nothing, the impact of these media on the brand is a huge intangible damage, it can be said that this is not to spend money advertising, but spend money Shino. Some of the so-called precision marketing, in the guise of telecoms operators, directed to the company is nonsense, some telecom operators in China, such as the local branch of Netcom will be the sale of broadband user resources, through the number of advantages to help advertisers to carry out advertising, the form of only one, is pop-up ads, theoretically, This advertising marketing does not ask for the permission of broadband users, the advertising itself has become an illegal advertising marketing, telecommunications operators around the number of complaints received by users this year there is a surge in the situation, compared to the advertising alliance, the marketing model of the damage to the brand greater.

said the ad league, and then the more popular advertising network, because of the media industry nature, making user groups and advertising Alliance has a significant difference, advertising network in the United States the most mature, classification is the most detailed, operating in the United States more than 500 of all kinds of advertising networks, These advertising networks are divided into consumer advertising networks, tourism advertising networks, business-to-business advertising networks, commercial advertising networks, mother and child advertising networks, women's advertising networks and so on. The characteristic of these ad networks is that the media type is divided clearly, the user classification is clear, and the user's network access needs are clear. In the initial stage of China's advertising network, at present, there are two types of advertising networks, the first category of easy media, Chuan Yang, Mediav as the representative of the Consumer advertising network, integrated the second echelon of the integrated Web site, such as the northern Green, global network, the Millennium network such as the news media and some large it sites, Location is mainly related to content page ads, customer service types are mainly consumer customers, such as Pepsi, Master Kang, Rexroth, Samsung Electronics and other FMCG products, there are some cosmetics, household brands. Through the content matching, most can obtain the good effect return. The second type of advertising network is to Adreach as the representative of the commercial advertising network, according to industry characteristics of the media integration, the basic can be divided into manufacturing, logistics, electricity, education, finance, medical and other dozens of industries, serving it, tourism customers and other professional fields. Each industry has the enterprise user, the scale, the development highly similar, the demand homogeneity, according to this characteristic adreach the related product to carry on the matching delivery.

Through the above analysis, it is not difficult to find the difference between the advertising alliance and advertising network, you can also see that even the internal advertising network has a focus on the consumer advertising network to rely on the number of users to win. effect, strictly speaking is the category of probability theory, and the industry advertising network is more by industry division, user matching, demand orientation and other aspects to ensure the realization of the advertising effect.

It is generally believed that the conversion includes effective responses such as the number of active downloads, messages, registrations, or interactive actions, or even unsolicited phone advice, after the user arrives at the specified page:

Ticket Hotel reservations are concerned about the number of orders I can bring;

It customers are concerned about how many calls come in, and how many to go to the mall, how many to buy a notebook;

Software customers are concerned about how many people have downloaded the software and registered;

Customer demand for conversion rate is getting higher. Exposure Click, jump two jump, user telephone consultation, user registration, customer and brand chat, etc., by a single indicator of concern, and gradually pursue comprehensive indicators. Like a basketball game, we will not only care about three, rebounds, assists and other indicators, but a comprehensive index, such a game will be wonderful.

In addition, in order to improve the effect, most consumer advertising networks by controlling the frequency of advertising to display ads to users, the result is that the front-end data indicators rose quickly, but the backend data did not significantly improve. That is, you can control the advertising playback/pop-up frequency to control the user's eyeball, but you can not control the user's follow-up behavior, even if the user's attitude on the endorsement, also does not represent the user's behavior on the support of your brand, these behaviors include the registration of customers as brand members, call Consulting products, consulting mall customer service personnel. Users are more than the frequency of display ads, the brand will produce fatigue, even the sense of boredom, not to mention the conversion rate of the back end.

The author has served in a well-known international software manufacturer, the manufacturer's products for the price of 300,000 yuan/year of enterprise management software, has selected a variety of media for delivery, such as well-known portals, it portals, consumer advertising networks and business-to-business advertising network, the assessment is CPS, That is, sales for the evaluation index, the result is the portal and it class media to put the most cost, the effect of the worst, after 3 months of delivery, resulting in the purchase of 2, the consumer advertising network allocated less than the portal, but the effect and the feedback effect similar to the portal, resulting in the purchase of Because the media of consumer advertisement network mainly originates from above two kinds of media. Business-to-business advertising networks are the least expensive, but generate 12 of purchases. If the effect of consumer advertising network is to win by probability, that business-to-business advertising network is based on media segmentation, user matching, industry research as the basis to ensure the launch effect. Its budget is only about one-tenth of the consumer advertising network.

If you use to describe the advertising alliance and advertising network inheritance relationship, it is better to say that advertising network is the advertising alliance of the Broken cocoon of the beautiful metamorphosis of the butterfly.