The purchase and introduction of online advertising

Not long ago, online display ads appeared to face the danger of exiting the Internet arena. However, the analysis data released by the EMarketer (Chinese Internet Data Research Center) in December made the display ad new. EMarketer, by counting online videos, banner ads, rich media and sponsors, finds that advertising is growing faster than search advertising, thanks in large part to the huge role of the brand (which has seen the growth rate of 44% per cent of advertising). EMarketer predicts that by 2015, the total amount of advertising spending will exceed search advertising.

Based on this projection of display advertising, I think it will be the perfect time to take the opportunity to buy and put online ads.

Buy online ads

• Single site/Direct distribution. When dealing, the media buyer negotiates the placement of online ads directly with publishers, as well as custom advertising opportunities for individual or multiple sites.

1. Specific specifications and/or locations. Perhaps you've found the most appropriate advertising specs, page or page position, and you want to include it in your media plan.

2. Sponsor. An advertiser who has a Web page or a website.

3. Channel/node operation. Support different sizes of ads through a node or a "channel" service on a Web site.

4. The operation of the website. The entire site must support different specifications of the ads.

5. Custom advertising opportunities. What kind of special specifications do you want to show your ad? Choose the custom function of the website directly! This is the creation.

Portal。 Portals such as Yahoo, AOL and MSN can provide advertisers with a variety of services.

Network。 Ad networks allow ads to be distributed across different sites.

1. Positioning service. Some networks offer certain special services or vertical services that allow for more sophisticated display of advertising.

2. Run. Like the Web site, the network runs through the entire AD network to support unspecified areas of different specifications of the advertising display.

• Advertising Trading/DSP (demand platform). Advertising trading is a market for publishers and advertisers to offer trading platforms, and the DSP (demand platform) provides another access layer where buyers can enjoy different kinds of advertising services across the platform.

Positioning AD Type

Although you have only one online ad campaign, you can increase your chances of responding by using a variety of positioning methods.

Geographical。 Geographical positioning, can take a variety of forms: by country, region, region, postcode and even GPS coordinates (mobile phone).

Content。 Content-related positioning means that you can search for relevant ads based on the content of the Web page.

• keywords. It is either part of the content locator or it can be positioned separately as a search. Advertisers can allow ads to be displayed according to the key words, to facilitate users to browse related ads.

Behavior。 According to the user's past browsing habits and interests, the network provides products or services that users may like.

• Redirect. When the user does not complete the current search behavior, the site needs to be based on the user's habits to redirect the relevant information.

Cast。 A positioning form based on consumer psychology.

• Guide users to fill out information. The time has passed for advertisers to struggle to get user information (gender, age, postcode), and now websites such as Facebook and LinkedIn are volunteering to provide information. What a big temptation it is for advertisers, advertisers can easily get information to test the applicability of ads.

1. Social advertising. When new members join the community, they can see the ads.

2.media6degrees. A company that aims to analyze customer loyalty and relationships.

Weather。 The weather forecast refers to the change in the form of advertising at any time according to the weather conditions (such as snow, the production of the advertising scene).

Shopping。 Identify potential customers, positioning methods are:

1. Comparison engine. The comparison engine includes Bizrate, Shopzilla and Nextag, which can provide users with relevant display ads based on their search history.

2. Retail website. Discovering potential revenue, more and more retail websites are starting to sell ads online to show bits.

3. Service eyesight. The Advertising service platform analyzes the behavior of the product retailer and the buyer's intention to determine what kind of timely service is required.

Exchange。 Advertisers must be involved in a specific online theme exchange.

Language。 Many publishers have developed multiple language versions of the Web site (especially Spanish), which makes it easier for audiences in special languages to get information.

Music。 Includes online music platforms such as Pandora, Last.fm and Grooveshark.

(Original starting on December 13, compiled: Hollisa)