What is the value of advertising in the new media?

In the eyes of an advertiser, what is the value of advertising in the new media? The advertising value of new media, in short, is determined by two parameters. First, the media and a target customer base matching degree, the higher the degree of matching means the more willing to choose the media business. In other words, the higher the matching degree, the higher the advertising value. Second, the media can reach the size of the user. Simply put, the larger the scale, the higher the advertising value.

Based on the two dimensions of traffic matching and traffic scale, the advertising value model of new media is established, and the advertising value of new media can be divided into four categories, and presents different characteristics.

A class is a high flow scale, low flow matching degree, we call "huge and disorderly." In this category the new media converged on massive traffic, including Sina, NetEase, Sohu, such as the news portal, as well as Tianya, mop and other such a large forum, as well as Sina Weibo, Tencent Weibo, such as the new rise of the new media power, and of course, such as QQ, MSN, such as instant messaging software. There is also a special need to pay attention to the business of telecommunications operators, this kind of business in fact has a very large user size, but also very media attributes, such as telecommunications operators of the letter, Sky Wing space, 139 mailbox, 189 mailbox and so on. These applications have significant new media features, while the flow is huge.

However, if in-depth analysis, you can find that the entire category is called large and disorderly, because despite the huge flow, but these traffic targets targeted customer base effective communication ability is relatively weak, that is to say, advertisers do not facilitate advertising targeted delivery.

The main reason for this is that such new media attract a high level of customer aggregation and fragmentation, Sina news every day to watch the user groups are complex, and to various forums of users are all kinds of people exist, micro-Bo is the same, which will greatly limit the type of traffic manufacturers of advertising value play. Even the traffic giant such as QQ, in fact, for quite some time, QQ advertising business revenue has not achieved with its flow of growth, the essential reason is this.

Therefore, for this new type of media, if you want to attract more advertisers attention, they need to do is to focus on traffic segmentation, so that it can and advertisers target customer base to achieve an organic match, such as the news portal according to different Web content to launch different ads, such as BBS based on the theme of the Forum ads, Weibo's advertising model is now very unclear, but it can be predicted that the general trend will also be based on keywords, based on the content category of segmentation to further prove its advertising value. Relatively speaking, the start of the latest is the telecom operators of traffic advertising business, and now mainly stay in the scale itself on the operation, completely did not develop the flow behind the hidden value, so the potential is the largest.

B class is a high flow matching, low flow scale, we call "fine and small." The feature of this type of media is that its service points to a very clear target customer base, which is attractive to advertisers, but not enough to be relatively small. Typical examples of this type include, for example, hospitals and airports, where there are very targeted customer-focused advertising sites, like some professional industry websites that attract professional and industry-specific customer groups. There is also the target customer base positioning is very clear, the service model clear new media, such as focusing on the beauty of women groups such as the same site. In general, this part of the media is easy for advertisers to focus on advertising. At the airport, we will see more and more of the cycling, banking, tourism advertising; In the hospital, we can see a lot of medicine or medical device ads through the yellow and yellow media; in financial magazines, we can also see ads for high-end groups of insurance, money management, health and collectibles.

However, this type of media is also facing a very big challenge, its main challenge is the overall size of the small, while the relevant alternative media impact, so that its media value will continue to be weakened. The bigger change is that with the development of mobile Internet, a lot of media content is moved to mobile terminals, so that the content value of these media is fragmented. Instead of buying the entire newspaper in order to read an article like the traditional media, readers choose to tailor a specific piece of paper to an intelligent terminal. This means that when the media content is moved to the mobile Internet, the audience will be further subdivided, resulting in a further decrease in the audience size. So this is a very big challenge for this type of media.

The basic strategy of this kind of media value promotion is that first, the size of their own customers larger, but this strategy is often limited by its business model itself, narrow and difficult to achieve the division, and second, integrated operation, such as the current trend of the various media institutions of mergers and acquisitions, the media has acquired a number of media organizations, The goal is to form a nationwide consistent large-scale media platform. Another way to integrate is through the presence of Third-party agencies, for example, the Advertising alliance to integrate professional media, so as to obtain the larger advertisers advertising orders; third, if the flow can not increase, at the same time can not carry out effective integration operations, then only in advertising to reach the effectiveness of the audience, further promotion. This means that fine and small media companies need to provide advertisers with a more accurate description of the value of advertising, such as a more professional performance in improving customer conversion rates, and so on.

C class is high flow matching degree, high flow scale, we call it "preferred position". The characteristic of this kind of media is that the flow scale is huge, have good match degree at the same time. Typical representative is Google, Baidu and other search engines and Facebook-type community. First of all, this type of media is the flow of the empire, at the same time, can be filtered to the flow of a very good subdivision and adaptation. Therefore, such enterprises can get large-scale business collective choice. But from the actual operation of these enterprises, it faces two challenges. The first is the authenticity of ad clicks, such as how to effectively solve the problem of click fraud. A bigger challenge is to avoid the gradual weakening of the free media attributes that have begun because of excessive advertising. In fact, more and more consumers are complaining that the search engine algorithm is actually determined by business interests, which makes people start to question the fairness of the algorithm. SNS community Facebook also faced with such a challenge, how not because too much advertising to affect its own should have a good atmosphere, this is the challenge of this class of enterprises.

Class D enterprises are low flow scale, low flow matching degree, we can call it "can try, but that's all." The media feature of this class is that the traffic is relatively small and the matching degree is not validated. More typical, including small game sites, into the long-term lbs business, by amateur created by the media---such as self-compiled network magazine, self-propagating blog and so on. Because this kind of media enterprise has the medium attribute relatively small, the match degree is low, it is difficult to arouse the advertiser interest. This kind of media even obtains some advertisement order, also is only The advertiser's some attempts sexual behavior. The new media in this category will need further proof of advertising.

(Author micro-letter public account: shentuo-2011 Sina Weibo: @ Shen 2011)