The evolution of interactive advertisement of Web site from the view of major portal revision

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Some time ago, the major portals have been revised, is considered to be the portal of the media industry, the collective transformation of the State. Yahoo has introduced a new design homepage, introducing a new era of Facebook-like social platform style. Sina has also carried out the 15 years since the establishment of 1998, a major revision, through Sina Weibo and Sina Weibo two platforms, and further innovation interactive advertising.

The rise of social media and the advent of large data era, let the new media become a myth, "first financial weekly" even did two special articles to explore the new technology to the traditional advertising industry invasion. "The Harvard Business Review" even shouted "traditional advertising is dead", many of our advertisers on the one hand to tout the new media, on the other hand completely with the traditional media completely break, which seems to be a lot of new media advertisers accustomed to the position.

Is the advertising media really falling apart or even disappearing? I would like to cite the opinion of the American media Research scholar Roger Fidler. He once referred to the three principles of the evolution of media form, namely the principle of common evolution, the principle of convergence and the principle of complexity in the book of media morphological changes. The core point of view is that the development of media is a common evolution and coexistence, not linear vertical replacement, nor the disappearance of the existing traditional media. Fiedler the media as a species, he argues that the main features of all forms of media will be part of the entire media system, as is the case with biological genetic codes. His view is recognized by many experts and scholars in the research media.

In fact, the problem of the change of media advertising, we often used to two yuan opposite thinking mode, rarely with an evolutionary evolution of the vision to look at the development of media advertising. Especially in the age of social media, advertisers ' marketing needs change rapidly, innovative interactive advertising is endless, we can not use it to abandon, abruptly stressed the new and old.

Here, we need to first comb the development of interactive advertising network. For a long time, in the Austrian-American interaction in the industry tip 4 a advertising company, the so-called interactive advertising is also only a form of extension and transformation, that is, the graphic format of the main visual design into Flash format animation, and interactive advertising producer is the traditional advertising companies do not have new jobs, He is an important link between creative and technical people. At that time, the early portals such as Yahoo, in many people's view is just a big newspaper with the title hyperlink and Flash advertising, which we often say web1.0. Advertisers do not have a clear and complete concept of online advertising, the ROI assessment of marketing is not so rigorous, as long as the advertising exposure and click-through in place.

Now, advertisers to the advertising effect of more refined requirements, summed up, three factors affect the final advertising effect: platform, creativity and how to reach the audience accurately, that is, where\what\who problem. The portal itself has the advantage of media resources, so will focus on the other two direction.

In a certain sense, the change of portal website still affects the development way of interactive advertisement. In the age of social media, traditional public portals face great challenges, and interactive advertising based on portals needs a new evolution. One important reason is that the traditional public portals are still flooded with a large number of simple display types, to the pursuit of exposure of interactive advertising, and the audience is the face of the public is virtual the main body, the user in the browsing ads to anonymous identity, and did not link their ID, so advertising can not produce substantial interaction effect.

Remember last September, I used to discuss with OgilvyOne's old colleague Tony about the current digital interactive advertising problems, we all think that many brands in the dissemination of a common misconception: too much attention to the superficial integration of marketing, advertisers think through the main vision, advertising language extension can be an interactive advertising.

Online interactive advertising, especially those on traditional portals, is an extension of integrated marketing, and these so-called interactive ads lack the creative genes that are rooted in the social age, but have no vitality to interact with. "Now we are all studying the social media microblogging, and many of our interactive ads are still refusing to intervene in social factors." I still remember the words Tony was worried about.

Perhaps a coincidence, this April Sina Portal revision of a basic idea is to get through with Sina Weibo, with the help of social elements, to achieve the evolution of the portal form. On this basis, Sina proposed interactive function advertising model, the interactive advertising social, hope to shorten the interactive process with the audience as far as possible. It is said that the ads can also be implanted into the brand official micro-Blog Interactive button, users can directly click, a key concern, a key forward, in the microblogging share brand information. Even advertising can be easily implanted in marketing promotion often used in video, form and other core elements, in order to match advertisers in the creative level of easy to achieve. It is obvious that Sina wants to win advertisers ' approval through the innovation of advertising products through a new social portal.

In my opinion, if Sina can persuade more advertisers to identify and use this interactive functional advertising model, it will at least solve the four problems of interactive advertising development:

First of all, the mass communication paradigm of the network interactive advertising into the social gene, so that it upgraded to version 2.0;

Secondly, based on the large data advantage of Weibo, we can dig deep into users ' needs and provide more accurate marketing for advertisers.

Third, interactive advertising and real users to establish a correlation, provides a good interactive context;

Finally, with the help of Weibo's social network, the spread effect of the brand can be doubled and the advertising effect will be further improved.

But what Sina still needs to note is that creativity is still the core component of Web Interactive advertising. If you don't focus on creativity and rigidly bundle social elements with display ads, there is a risk of becoming a traditional interactive advertisement, which has two words to pay attention to: context.

In the personalized communication context, it is necessary to improve the compatibility and synergy between the brand communication information and communication environment. This is important in interactive advertising in the 2.0 era. Because of the age of social media, the two basic routines of brand marketing are dialogue and listening, and any interactive advertising that is out of context is not a work of marketing. Based on the context of social marketing communication, in essence, skillfully into the consumer life circle of the spread of consumer language, intonation, vocabulary, sentence patterns, and so on and equal communication with consumers.

At this time, should give full attention to the user or consumer subjectivity. Professor Chen of Peking University has proposed in the book of "Creative Communication Management": When facing the traditional media, the individual subject of the audience is falsified. The user blurred image makes the brand spread out of focus. and micro-Bo appeared, each person on the internet has its own personal entrance, user subjectivity in the social media era is clearly stressed that everyone becomes the main part of the dialogue with the brand.

From the major portals of the revision we are not difficult to find such a fact: Portal advertising is still evolving, the integration of social genes is already a necessary direction of interactive advertising evolution, because the future of interactive advertising will not be facing the audience is silent, mediocre public, but is a unique feature of the real individual.