Whose pie did the ad network Rob?

Global advertising Network Market Size

Data from JPMorgan show that the global ad network market was 8.65 billion dollars in 2009. New Zealand Analysis Agency newmediarating analysis that 2011 global advertising network Market will continue to grow, is expected to reach 10.38 billion U.S. dollars, 2009 growth of 20%, 2012 market size is expected to reach 12.47 billion U.S. dollars.

According to the "2009-2010 China Network advertising Industry Report" research shows that the 2009 Chinese network advertising market size reached 20.74 billion yuan, 2010 will be more than 30 billion yuan. In the next 3-5 years, will continue to maintain an average annual growth rate of more than 50%.

The 2010 China Ad Network (AD receptacle) market size of 6.37 billion yuan, is expected to reach the 2011 market size of 10.4 billion yuan.

Ad Network (ad receptacle) is an important part of the network advertising market, whether it is for advertisers or agency companies, the value of marketing is more and more prominent, mainly manifested in:

First, the number of Internet web sites in China, according to CNNIC statistics, 2010 China's Internet site number exceeded 3 million, of which a large number of small and medium-sized long tail site has the value of marketing can not be neglected;

Second, the Netizen's demand diversification, impels the specialized Netizen's attention to the medium and small long tail website to incline;

Third, the advertisement owner's maturity, impels the advertisement main demand the transformation, wants to fully cover own audience, must realize the investment return value maximization through the advertisement network;

The domestic advertisement network grows rapidly, the type is gradually rich

Domestic advertising network started relatively early, but also relatively mature. Advertising network companies are also gradually increasing, from the original several to the current dozens of, the growth rate is more obvious, but the total amount is far less than 465 of the size of the United States. From the number of consolidated media resources, the coverage of the audience is different.

Advertising network According to the coverage of industry content and the number of audiences can be divided into integrated advertising network, vertical advertising network, niche advertising network (Niche ad receptacle).

Integrated advertising network: to AdChina as the representative of the Integrated advertising network, characterized by integrated portal and vertical media resources, covering a large number of audiences, has a very high UV and PV, service brands for the mass consumer products. Similar companies have Adsame,yoyi media.

Vertical Ad Network (Vertical ad receptacle): business-to-business vertical Advertising network represented by Adreach, through the integration of Business-to-business media to cover a number of industries of SMB professional audiences, service brands for commercial products and business solutions.

Niche advertising network: To well-known planners personal marketing as the representative of the niche advertising network, characterized by the integration of Third-party market information platform, covering the small and medium-sized electrical business audience, service brand for the electrical business customers. (Niche, niche, business terms.) Refers to the advantages of the enterprise segmentation of the market, although the market is not large at present, but there is still a basis for profitability.

The proportion of integrated advertising network service providers is obvious, whether from media resources or audience numbers. But in the long run, the marketing value of medium and small long tail media is still not underestimated. Here need to emphasize is the value of medium and small long tail media, not the surplus flow of the simple cash and packaging sales, but medium and small long tail media professional audience value of the change.

Integrated advertising network can maximize the coverage of all audiences!

Extensive coverage through the combination of portals and vertical media, to achieve high quality exposure and click, to help advertisers improve marketing results; According to the actual delivery results, CPM Billing is more meaningful; multiple directional technology makes the delivery more accurate, eliminates the overlap between the media by means of technology, and optimizes the advertising effect and value in real time. These are the advantages of the integrated advertising network. At the same time, CPM's price advantage is more favored by advertisers.

Vertical AD network: For advertisers, it is a platform that can affect users deeply

Vertical advertising network characteristics are obvious, the integration of industry media resources, so that the coverage of the audience more accurate, so that the dissemination of more effective.

As we all know, the vertical advertising network is facing more small and medium-sized enterprises, they have professional knowledge of the industry, the industry has a more mature views, and some are industry areas of opinion leaders, they often in some community-type sites to share the results of the industry, to share their experience.

The active platform for such audiences is their platform for acquiring and sharing expertise, whether they are participating groups or discussing topics. The impact is far-reaching enough.

Although the vertical ad network exposure and clicks than the integrated advertising network, but in the audience accuracy, audience influence and deep communication advantages are very prominent. When marketers decide to buy a vertical advertising network, should not be too much emphasis on CTR, arrival rate, but should focus on the value of industry marketing from a professional marketing point of view, vertical advertising network marketing value is greater than the integrated portal and integrated advertising network.

In advertising form, the vertical ad network is different from the integrated advertising network, for those who seek specific information, the article or the depth of the content of the product ads will attract more attention.

The misunderstanding and perplexity of advertising network Marketing

At the moment, advertisers are most concerned about how much money we spend and how much money we earn back.

But the reality is, will the audience's attitude affect their behavior? Can high quality exposure and clicks prove that your target audience will buy your product?

Andrea Ofans, a researcher at Northwestern University, found it difficult to predict future behavior from people's buying intentions. It is often impossible to predict accurately the long-term buying behavior of any product, whether new, old or durable.

And for the unit user's low exposure cost plus a brief exposure time, the result is that the user's attention drops, followed by the user of your products gradually forgotten.

If you do not know who the target users are, do not know how to continue with them, deep communication, but excessive pursuit of exposure and the direct result of clicks is that your spending will be more and more, the effect will be worse and less, and not last, your product will disappear in the advertising ocean, which will go into an endless cycle of death.

Understanding and transformation

If you are a marketing person, are the following situations ever or are happening to you?

"When customers mention ERP solution products, our products are not mentioned by them!" "--a brand manager

"Ads on the integrated portal, no longer have any new ideas, sales department feedback data is not optimistic, advertising has no effect." --A marketing person

"Recently, some of the competition products have begun to adjust the annual launch plan, investment in various advertising networks, more than in the past years, we have to adjust the strategy." --Media planning of an agency company

To some extent, different advertising network platform has different user groups and propaganda effect. Indeed, some advertisers and agencies have come to realize that network advertising not only to play "face", but also to play "point", comprehensive utilization of advertising network platform, Multi-directional, in-depth guidance of the audience to participate in interactive marketing, as long as the brand exposure and potential customers of the double harvest, in order to achieve long-term sustainable development of brands and products.

Find your audience and maintain deep communication with them

As an advertiser, you need to know what you want, and you need to be aware of what your product is and what kind of people you are suited to. Do you want to get a high quality brand exposure or do you get potential customers through deep communication?

For example, a manufacturer of ERP for small and medium-sized enterprises, if the ads are placed in multiple CIOs, IT Manager-related community forums, the click will be more effective. The chances of winning a potential customer through a product trial are 5-10 times higher than on a portal, an integrated ad network. The establishment of enterprise and product area will be more able to capture the professional audience. Through EDM, you can maintain effective contact with your audience.

Thus, single coverage does not solve the problem of marketing. In the spread of the network today, the need to use a variety of advertising marketing tools to communicate with your audience for continuous, effective communication, and advertising network is a "energy-saving", "efficient" way.