Yanping: China's Internet effective audience has reached 303 million

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January 7 News, Dcci Internet Data Center Director Yanping attended ADWORLD2009 Interactive Marketing annual festival, revealed that as of December 31, 2008, China's Internet effective audience size reached 303 million.

Dcci Internet Data Center Director Yanping (Tencent Science and Technology)

January 7, 2009 to 8th, Adworld2009 Interactive Marketing annual festival will be held in China hotel, Beijing, China. Tencent technology to do live live.

The following is the Dcci Internet Data Center Director Yanping Speech record:

"Host": Thank you for your wonderful speech. Thank you for the fire we brought. Thank you so much. Then the speakers are from the first line of experience and experiences, the next forum into a climax link. The following speakers are the organizers of this forum, Yanping, director of the Dcci Internet Data Center. In the 2008 Beijing Olympic Games throughout the monitoring, the Olympic Games related media and dynamic monitoring. Is the history of the Centennial Olympic Games, the first time for the Internet Olympic transmission of continuous investment. Below, please president Hu for us to do 2008-2009 China online advertising market annual data release.

Yanping: Thank you to the moderator for your praise. The moderator just said that everyone is looking forward to my report, the more I expect to be disappointed, why? Because data work is a very impetuous job, in the data many very small changes, from the overall view, is insignificant. In today's report, I'm just going to share with you some of the most basic data that we've created about the annual market for online advertising, and the media for the year, about the annual audience, about the brand and consumption of the year.

When I share these basic data with you, I will try to have a very simple interpretation of the data. I think that every tiny change in the micro-level may be the basis of a macroscopic change. If you have patience, you can come with me to see these more boring data.

These figures, before we look at some microscopic data for 08, we also saw some other figures in 08, and these figures, each of which represent a significant event in the market, are very enlightening for everyone. Then we also do a simple collation, this collation in fact in this adworld before the release of the information inside, also believe that some friends have seen, we released the Adworld above, the industry will discuss the Internet, As for the eight to nine important events of the 2008, these are the numbers that can be used to represent these events.

The first is 303 million people, by the end of 2008, December 31, China's Internet effective audience size reached 303 million, in June, China to 253 million as the world's largest Internet users. From this foundation, from the media fundamentals, has gone through the market a value inflection point, this is 2008 years to give us a basic signal. The second number is 244 million, for the 08 market, a monitoring of the Olympic Games, then according to our monitoring, in the whole process of the Olympic Games, a total of 244 million users, through the mainstream network video media, to watch, to browse the Olympic Games related information reports and video content.

What is this concept? This is also a very important change in the 08, the Internet through the Olympic Games, the first formal proof of their value as the mainstream media, has been able to achieve local and television media to contend with. Including such a value highlighting has been a lot of advertisers fully recognized, the entire Olympic Games in the Internet communication process, in fact, is also equivalent to a whole event marketing process. Therefore, this point is obvious to all.

The third number is 90.84 million people, what data does this involve? It is Youku's 2008 monthly average internet audience reach scale. This number, not Youku's own statistics, is that we use the Internet Monitoring system, and then to produce a result. Video media has, including relevant communities, has become the mainstream media of the Internet. And the value of each aspect, indeed has arrived at a very considerable stage, but this value how to cash, is the network video media before a problem.

The fourth number, 11.9 billion yuan, this is 2008, China's annual network advertising market, the total size of media revenue, which compared with the same period in 07, an increase of 54.2%. What is this concept? The Internet advertising market was driven by the Olympic Games in 08, but some non-Olympic sponsors during the Olympic Games reduced the advertising.

For non-Olympic sponsors, the Olympic communication is a noise period, 11.9 billion yuan, the proportion of the advertising market is more than 7%, because the 2008, the overall size of China's advertising market is based on the DCCI survey is more than 220 billion, of which the network part, does not include the search engine is 11.9 billion yuan , as a whole it is still in a missing state of value. It does not match the size it can cover.

General data will be released how, I just use such a form, we discuss the form of our data to publish. The fifth data, there is a key data, is 24 hours x15 days, is Mengniu 2008 Milk storm, in order to save the brand image, launched on the internet 15 days a day 24 hours of playback process, for the network advertising industry, this is a very big event. From a crisis marketing point of view, to create a very interesting many successful cases. So if we go back and talk about 2008 marketing, these big events are not to be ignored.

The sixth number is 3.15, the audience by the CCTV exposure. The entire internet is still very fragile, the value of interactive marketing, itself is facing a lot of arduous challenges, in this case, the competition in the industry, exacerbated the process of ecological weakening. This is an area of great concern to us.

Seventh Digit, we look back to the 2008, we throughout the research process, many friends in the industry talked about a more than one thing, that is 47 million shares, converted into cash is more than 1 billion U.S. dollars, this number is divided into numerous and Sina change the number of cards, this number to make the pattern of media agents, In the 2008, drastic changes took place. The deep integration of the value chain of the agent market and the centralization of purchasing, as well as the relative weakening of the local independent agents, should be a more obvious trend, and the market concentration is improving.

And the increase in market concentration behind the reallocation of resources, but also means that the relevant agents or relevant media, relying on technical means, relying on capital means to carry out the entire interactive marketing layout of a process. Of course, this is a relatively deep topic.

In our early information collection, we pay attention to another point, is 4 trillion. This is our interactive marketing at the end of 2008, when we entered the 2009, we all had to face a problem, 4 trillion is a very large number, is actually an economic crisis, which has not been in the past more than 20 years. Many people actually have a distance to estimate and prepare for such a crisis compared with the real situation of the market.

So this is about what I'm going to tell you about the annual survey of the ad market, and the growth and decline of the data in the relevant subdivision areas. We officially released a 09 market expectations, this is a lot of home advertisers and the media after a group of interviews produced by a result, China's internet advertising after several years of growth, and for many years to maintain more than 50% of growth, in 09, the growth rate has been significantly reduced, the decline in 20多个百分点, Almost halved in magnitude.

But for traditional media, such as television, newspapers, magazines, internet advertising will still maintain a relatively high growth rate. Such a growth rate in the media more and more fragmented market fragmentation, increasingly concentrated agent procurement, including in the Distributed Advertising Alliance, because the relevant technology, and related resources, in fact, is not really effective in solving the situation based on fragmentation marketing, in fact, there is a big problem.

Such a low growth, in fact, will suddenly make the industry in all aspects of the deep sense of the surrounding environment, the sharp drop in temperature. I believe that 09, like the front of the good Yes Yang always said, is really a process of the fittest. But this process, we look at it from the front, some from the technical aspect, from the whole resources integration aspect, including from the capital operation level, can do better, including some has the platform, or relies on the big group background the media organization or the proxy structure is good, certainly will have the certain superiority in the competition. This is a less optimistic situation for all of us in the 09.

Then we look at the market segments, it should be said that the market is mixed, although many people talk about the 09-year market, may be based on a lean marketing technology, including such a distributed advertising network, or advertising trading platform system, will be more favorable. But from what we know, in the 09 case, including in the interactive Marketing section, a considerable portion of advertisers, including agency strategies, are somewhat conservative. The growth rate of the search engine in 08, in fact, did not meet the requirements of the search engine companies themselves, because many companies themselves on the 08 market is expected to increase in 100%, especially after three months of growth has not reached.

08 86.2%, 09 search engine in 67%, the growth rate of the ad league, in the last year when relatively high. In 09, its growth rate will be higher than the comprehensive portal, and everyone will be lower than the search engine. Video site advertising revenue growth is the most full of expectations, but also the most hope to quickly break the bureau, but in fact, video site advertising revenue growth in 09 will be significantly lower than 08, this is certainly due to the expansion of the market base, of course, another more important reason is because of the market environment. From the domestic video site, as the media value, including the audience scale based on the billion units, including the user's annual relevant value, get a full demonstration, must solve a fundamental problem, is the video medium itself a value measurement, as well as the video media as a marketing carrier, its marketing effect measurement, As well as the marketing effect and other media, especially the television media between a comparability, thereby realizing the video media itself in the customer media program, can be operable. Can be measured and can be evaluated on a basis.

Sales team, including content segmentation, the object of these all need to do, including how to make video media and brand advertising has a deep connection, there is a mutual gain effect of a launch, this is also the key to the problem, we see the relevant video media challenges, in fact, to a large extent also in this direction in the effort.

Then online community advertising, in 09, in 08, is actually an area of anticipation for all people. But in this field, the growth rate of 08 is not as high as everyone believes. Included in the Community section, of course some Word-of-mouth marketing is also included in this, community advertising in 08, we think it aisle a crossroads. The style of Community advertising marketing, product shape, degree of standardization, effect evaluation system, including the relevant accounting mode, including the development of key marketing customers, or brand-form customers, or to do projects for customers, or to become a part of the launch, these problems, in the past a considerable period of time, Relevant community marketing practitioners, in fact, from different angles, have done a lot of an effort and exploration. In fact, this proves that everyone has gone a lot of detours, or step by step and then go this way.

Another aspect of Community marketing Word-of-mouth problem is that Word-of-mouth marketing in some ways has been broken. Even make some false word-of-mouth, this to a certain extent damage to the customer's community marketing a trust, in this case, also hinders marketing. Including an organization that participated in domestic community marketing in the previous period, they have been deeply aware of this, including their desire to be a practitioner, to be more mainstream and to be proactive in some community marketing practices, and then to define a relationship.

The growth of game-like advertising, in all areas is relatively good, because it is relatively small impact on the environment, and the game industry itself by the growth and relatively strong industrial base, then it is clear that this aspect of a beneficiary, and the game built-in advertising form, also caused a lot of brand advertisers interest. In this case, we will have a more discussion and direction in the case section of tomorrow afternoon.

Vertical professional website, in our research, has been a more promising direction, because the vertical professional website, for the audience, the impact on the user's procurement, in fact, in the vertical consumer area, has surpassed the comprehensive portal, has exceeded the integrated portal vertical channel, but vertical professional website, in the advertising marketing growth, Faced with a problem, because their sales force, including their ability to combine the open platform resources, seems to be relatively limited, so some vertical professional website advertising revenue growth, not as optimistic as everyone imagined.

By 2009, from the big environment, car, real estate, IT, finance, almost can say all important areas of advertising customers budget drastically cut, I heard the most shocking one of the cuts is what? should be a car brand in the western direction, As if from more than 70 million yuan to about 10 million yuan, according to the traditional method of operation, can not implement the annual advertising market to launch a budget. Vertical professional website, although has a stronger impact on the user, including users in the relevant content of the browsing advisory request, has been and vertical professional website has established a trust relationship, but vertical professional website in the advertising market regulation, may be relatively obvious victims.

Wireless advertising revenue growth, we do not say 09 years of its growth rate, particularly bullish, despite the 3G licensing factors. In terms of wireless advertising, we don't see anything except texting, in addition to such as the wireless SMS, very effective form of advertising services, of course, we do not see that it does not exist, that is, practitioners, from all aspects, have done a lot of useful exploration, including this area to do a good job, so far, with the car, IT, the financial field of some well-known brands, reached a deep cooperation. The growth of this market, I think need to look at.

Then we look at, according to our monitoring, the user visited the site, or a different site for the user a possession, from 08, 12 months, the average monthly audience rate of arrival, search engine became the first major Internet applications, The 0.8% advantage over the integrated portal is an important change in the 08. From the arrival rate, this long tail has been growing longer, and the rest of the area of subdivision, in terms of user arrivals, from the arrival rate of the percentage of the previous years, compared to the statistical data, has been significantly improved. There is also the arrival rate of E-commerce, related fields are the Internet in the media, from recent years, the rapid development of growth. Including the development of the community, from the user point of view, is indeed in full swing, including in 08 all the Internet, from the per capita view, the highest site is the community site, reached everyone, more than 400 PV per month visit.

This is the 08 statistics of the arrival rate of a different media. 08 per capita monthly visits to the site number of 75.2, this compared with last year, almost doubled, access to 0.685 hours. The Internet's occupancy of user time is gradually increasing.

Just now we are looking at a situation of the arrival rate and then looking at the length of the visit. From the length of the visit, the long tail of the Internet, relatively speaking, the gap and comprehensive portal search engine, compared with the arrival rate index, there is a relatively large gap. Everyone light from the angle of view, the two charts have a comparison, from the integrated portal and search engines, as well as blog sharing, for the Internet user time, especially the integrated portal, or has a very advantageous position, this is also a considerable part of the brand advertisers, despite the knowledge that the portal price, But still for the portal is not abandoned one reason.

Look at the number of page views, this is a subdivision of the field and integrated portal area of a gap. The growth of e-commerce Consumer-to-consumer and community forum, compared with 07, has a remarkable growth, especially Consumer-to-consumer E-commerce and community forum part, E-commerce platform more and more media characteristics. including many brands and products of the transmission path, to a large extent, even through e-commerce sites to achieve.

Then another 08 change, is the top ten websites, there have been Youku, Taobao. And then we look at the clicks on the ads, from the ads click Statistics, 08, the comprehensive portal of the proportion of ads is still relatively high, search engine is the second, followed by E-commerce sites, that is, the synthesis of their own advertising a volume, and advertising a exposure, relative to the user, is more. But overall, at least the advertising advantage of the integrated portal has not been particularly weakened.

Especially the 08 Olympic factors, so that the combination of brand and portal, seems to become more tacit understanding in a moment. Fundamentally speaking, we tend to be more user-independent, to interact with the new media and community forms. But the relevant media and the community, in terms of marketing, there are a lot of problems that can not explain themselves.

Then the daily user information channel distribution, in the e-mail also occupies a considerable proportion, including Consumer-to-consumer E-commerce site, we have been talking about some of the previous years, such as some classified information, or some vertical areas of the site, but also more effective. But in the source of information, the distribution of words, relative to the position of the relatively close. Then from the contact of the media, we do a user restoration of a monitoring and research, we do not say that just put users in the Internet environment, but to put users in the Internet, including other media, even relatives and friends and colleagues Word-of-mouth, recommend information, A full media environment to restore the user in the end to which media contact is relatively many, to which the media is relatively small. We found the referral information of relatives and friends, the second place in the whole media information.

Then we look at Internet users for different products and services to access the consumer information, the previous statistic is relatively vague statistics, it only reflects the user's contact with different media, but different needs and the combination of different types of media, will show different characteristics.

This form is very interesting, in the distribution of access to consumer information, whether it is related to the needs of digital products, or to the recruitment, all the way to catering, to sports, the Internet is the first, and has a very obvious leading edge, once the user becomes an Internet user, The internet does become an important source of information for him in every way. In addition to a point is not, is catering, catering, is Word-of-mouth, relatives and friends of the recommended information in the first place.

In the catering aspect is more prominent, the clothing aspect is more prominent, these are the Friends chats out the information, then the entertainment leisure in the public praise aspect benefit also is more prominent. Then look at the purple color separation line, is the television media in the information channel of a value performance, television media in it digital products, in household electrical appliances, clothing apparel, in health care, for users, the composition is a more important source of information.

From the newspaper point of view, is related to an education training, or recruitment job, in these areas have some advantages. But the advantage is not obvious. Overall, the Internet is no doubt the first choice for all of us, all internet practitioners, from such a data, can see our value and our hope.

That's the end of my speech.