The success and failure of the "dotting advertisement"

Absrtact: The success and failure of the focus ads: a product in the market is the key to success is the business model and product value, we have to say that the focus of advertising to create a seamless media and advertising business model, through the focus of advertising, users can pass the media

The success and failure of the "dotting advertisement":

The key to the success of a product in the market is the business model and the value of the product, we have to say that the eye-dotting ads create a seamless media and advertising business model, through the eye-dotting ads, users can be random, direct and frequent media to see ads, at the same time it is a forced, active, Intentional advertising delivery behavior. It provides media and advertising docking platform, in the distribution of income, three parties are profitable, but it ignores users. More directly, it ignores the user experience. The initial success of the eye-dotting advertisement lies in the right business model, that is, the three-win situation, and the failure is that it ignores the product value. In fact, the source of product value is not the media, not advertising, but users. This is just the side of the eye, so the real and sustained success of the business model is not only a three-win situation, should be a four-win situation, and this is the "information gene" the value of the road.

Four win situation of information gene

The product value embodiment of "information gene": from the user experience

The user experience of the dotting advertisement is mainly passive acceptance of the advertisement. The user's direct experience is the mouse over the ads flying, hard to plug to the user do not need things. And a large number of ads caused by the loading of images when the browser card dead, greatly affect the user to read the Web page fluency. The most important thing is that the user is not interested in most of the key words chosen by the dotting. For example: questions, responsibilities, data, cars, sports and other words with a wide range of meanings.

The attention of this kind of words can not arouse the user's curiosity and thirst for knowledge, but let users passively accept words related to the class of ads, which is very low-level to the user experience, and even greatly reduce the user's experience, so did not reach four win situation, Most users can't get the information they want from the dotting ads. The information gene does not think the eye-dotting advertising business model is wrong, but the product value is not good, we should transform perspective, from the user's point of view, mining user needs, to meet user needs, to attract more users, the establishment of a transfer of valuable information road.

The realization of the product value of "information gene": Specialized mining vocabulary

1, information gene selection some difficult to understand the unfamiliar terminology or network of new words, to help users to facilitate timely understanding of these words contain the inherent information, and provide users with timely relevant information. The information gene divides the key words in detail and does not mark words that users don't need to know.

2, the user only clicks on or the mouse pauses in the keyword certain time, the related information will eject. The mouse disappeared immediately after the stroke. Ensure that each pop-up is the user initiative awareness.

3, when users visit the Web page to encounter the key words of interest, direct Click can obtain relevant information, remove users need to go to other sites to find relevant content steps. Of the 20 respondents, the use of information gene Plug-ins was recognized by 100%.

4, by the information gene team independent research and development of plug-ins, can not affect the user to browse the Web site fluency, even if the information gene server downtime, users browsing the Web site will not feel it a short time of failure.

The "information gene" approach to operation minimizes the risk factor

Shang, founder of the information Gene, revealed to reporters that the founder of the Cai Lingyun has given a lot of valuable experience in private, and also talked about the failure of the point. He believed that the main reason was that the expansion was too fast to make ends meet, leading to the success of the project. At the same time he acknowledges that there are problems with the user experience, but he believes it is not a fundamental problem that can be improved in future operations. He said that at that time the eye-dotting ads to buy a large number of media, including Tencent, NetEase, Sina, Sohu, Tencent is only a media, a year will require more than 10 million of the input, and the point of view ads at that time through the user clicks advertising revenue, it is difficult to achieve this income, long-term input-

The information gene is very concerned about the failure of the dotting ads, so take the risk with the media pool model. First, the information gene provides real-time information to the goods and is profitable in a CPS way. At the same time through a fast hot word library, improve the display rate, and thus improve the advertising click-through. Through the purchase of keyword categories, and then improve the matching degree, increase the rate of ad clicks.

"Information gene" pursues the road of value information transmission

Perhaps the difference between the information gene and the eye-dotting advertisement is the understanding of the needs. The starting point of the advertising is to see the media and advertisers direct demand, therefore, the media, advertisers, the three-point ads on the basis of a large number of users, which for users, is an unfair experience, so there will be users click Ad revenue can not make up for the point of view advertising media expenditure, In fact, the root cause is that it does not inspire the majority of users interest. And the information gene is different because its starting point is from the user needs and experience, it is meaningful for users to meet and arouse the user's initiative experience, because through the information gene, he will know more valuable information, he will be more convenient and quick to meet his information needs. So the information gene can be said to be a channel platform for conveying valuable information.