The influence of media brand value on advertising revenue

Recently, have contacted Ali mother, Baidu TV, Easy Media, SmartMedia (Kuan Tong), Youku, potatoes, excellent as uusee, pplive and other websites advertising sales.

Previously, for these emerging sites and advertising forms more dizzy, now the "long Tail model" combined with my "two-cycle model" of thinking, it is more clear:

1, the brand advertisers pay attention to the "media brand" (media influence) on the promotion of corporate brand role. Therefore, the media status and image is very important, CCTV and Sina is expensive, because of its authority and influence, can help enterprises to enhance the brand. Or, the media discourse right has the recessive lethality (PR protection fee).

2, the long tail of the media (lack of influence and credibility), the main advantage of its advertising is the price is cheap, can help advertisers to supplement exposure scope and frequency. Therefore, for those who do not have the bargaining power of this part of the "garbage flow", often by the Advertising alliance agent, integrated flow, in accordance with CPM or CPC, even the CPA effect payment mode.

3, Baidu and other search engine advertising mode is the essence of this, its advantage lies in the depth of the user and relevance, you can achieve accurate advertising ads, in addition, the advertising environment is relatively concise; Finally, there is a huge user flow and stickiness. Its shortcomings lie in the lack of traditional portals such as Sina's media influence, lack of independent authority of the right to speak (Sina is relying on long-term accumulation and thematic production capacity to achieve credibility, and Baidu is basically just a simple list of information). Therefore, Baidu's revenue model is also mainly dependent on the bidding rankings ads, etc. (I said is the main, do not take the opportunity to attack I do not understand Baidu).

It is understood that similar to "every customer-prudential products" and other attention to the effect of large capital advertisers, and similar to the TV direct sales of "Acorn International", tens of millions of funds to buy a large number of Sina and other selling "garbage flow", according to the actual effect of pay. And Baidu also began to try and Dangdang and other E-commerce companies in accordance with the CPA effect of the cost of cooperation. The reason is also here.

As far as the profit model is concerned, Sina-like web sites rely mainly on "media brand Power" and "PR fee"; Baidu and other search engines mainly rely on the "user depth" (sales force), then the most difficult is the "community" site, neither the right to kill, nor the direct sales force, So the Web site and Facebook and other sites have not yet found a particularly effective profit model.