The analysis report of online advertising market in 2009?

Advertising Simulation Placement Analysis and Research

Advertising Simulation Placement Analysis and Research

In recent years, China's online advertising (Web advertising) spending has shown geometric growth, and the development momentum of online advertising is still strong. However, the current low penetration rate of China's Internet and the fact that the main body of the Internet population is not the main body of purchasing power have affected the effect of online advertising. Over time, as the advantages of online advertising are realized, people will gradually get used to online advertising, and online advertising has a bright future.

This paper introduces the Dream Game Interactive Entertainment Network as the research object, specifically analyzes the way and effect of placement, and finally weighs the benefits to choose the advertisement placement plan that adapts.

I. Introduction of the research sample.

(1) Introduction to the types of online advertisements

A. Banner advertisements

This is the most traditional form of advertisement in the Internet world, and its image has been y rooted in people's hearts for a long time. Banner ads are usually placed at the top of the page and are the first to catch the eyes of web visitors. Creative banner ads have an invaluable role to play in establishing and enhancing the customer's brand image. Currently, banner ads can be created by various technologies, such as HTML, FLASH, DHTML, JAVA, and so on. Standard size: 468*60px

B. Through-column ads

Size 778*110 pixels across the page, the ads are large in size and have a strong visual impact, which can give a deep impression to network visitors. It is especially suitable for the release of event information, product promotion, celebrations and so on.

This kind of advertisement is not only larger in size, if the advertisement is accompanied by some "Messaging Units", these advertisements are just like a small website, which utilizes the popular Flash technology to create a few vivid images, which will be used in these "Messaging Units", so that the users can view more information directly in the advertisement by clicking the mouse. This allows the user to click directly on the advertisement to see more of the message, thus avoiding the hassle of having to link to it elsewhere.

C. Button Ads (BUTTON)

Looks like a button, hence the name, is another traditional form of advertising in the Internet world. Small size, usually placed on the left and right edges of the page, or flexibly interspersed in the middle of each column plate, and now often use dynamic GIF or FLASH button ads, leaving the "Pearls falling from a jade plate" of the beauty of the name, the cost is low, the effect is good, for the vast number of advertisers are widely used. Standard size: 120*60px

D. Floating Ads

As the name suggests, this is a form of advertisement that floats along a certain trajectory on the page. Its special form of expression and the traditional form can gather the eyeballs of network visitors, making the influence of the advertisement three feet deeper. This kind of advertisement has various ways of expression: (1) Floating along a fixed curve (2) Floating up and down in a straight line as the netizen drags the scroll bar of the browser. This type of advertisement breaks through the traditional advertisement stereotype, no longer fixed in a specified position, but with the mouse drag and move, clever design will make in the netizen browsing at the same time to meet the advertisement to increase the exposure of the demand.

E. Two types of vertical ads

This is a new form of advertising in the Internet world, recognized by the Internet Advertising Federation (IAB). The format has two different types depending on the width. This type of advertisement is usually placed on the left or right side of the page to meet the advertiser's requirement of large exposure while respecting the browsing habits of Internet users as much as possible.

The new format is a bit larger in size than before, giving people more room to maneuver. Secondly, the two vertical "rectangular" ads make it easy for clients to utilize different creative ideas. At the same time, the use of new technology allows for more information to be carried within a square inch.

F. Rectangular ads

This is a form of advertising that has seen a dramatic increase in sales, and is also known as a "picture-in-picture" ad. It is usually embedded on the inside of an article, such as news or a feature story, and is surrounded by text, which is read by the visitor who usually pays attention to the relevant ad. Currently, this type of advertisement is usually produced using FLASH technology, which gives print ads more information, interactive features, and multimedia characteristics, making the ads "entertaining".

G. Pop-up window

Opening the home page of Yantai University Students Online, a small pop-up window, a delicate small window web page, with simple and clear text and picture information, can get the highest visibility of the product and brand, the click rate of the pop-up window is basically the same as the tide of visits.

(2) Payment method of online advertisement

Payment according to the number of times the advertisement is clicked

Payment according to the number of times the advertisement is popped up

Payment according to the number of times the advertisement is displayed

Payment according to the quantity of guided results

Payment according to the number of times the advertisement is clicked

Billing according to the number of installations

(3) Select 163 as a specific object for analysis.

1) Netease mailbox underline ads, navigation underline: 163 mailbox all pages.

Placement: 163 mailbox folder page.

Features:

1) Ultra-high exposure: NetEase 163 mailbox has 80 million registered users, and more than 7 million independent users use NetEase free email service every day; NetEase 126 mailbox has 35 million registered users, and more than 2.1 million independent users use NetEase free email service every day.

②Large exposure area: the brand image or product content is designed as the bottom image of the mail, equivalent to the full-screen advertising effect.

3) High acceptance of advertisements: Advertisements are highly aesthetic and do not interfere with users' sending and receiving of emails, which greatly reduces users' aversion to advertisements.

2) Netease Pass Login Page Ads

Position: Netease Pass login page. NetEase pass is a tool for user authentication on the NetEase website, users can freely use a variety of products through the authentication: communication (SMS, MMS, WAP, mailboxes, bubbles, community, chatting, photography friends), entertainment (Fantasy Westward Journey, Westward Journey II, dating, dating, House of Love, girls), services (search, personal, space, free domain name, photo albums, greeting cards, classmates, recruitment), recommendation (auction, shopping mall, commercials, etc.) , recommendation (auction, mall, business, very men and women) and so on.

Features:

①Ultra-high exposure: 240 million total registered users on NetEase, daily traffic of up to 50 million passes, and 5.6 million daily unique users .

② Good advertising environment: except for the customer's ads, there is no other picture content on the pass page, so there is little information interference; compared to other pages on the website, the advertising environment is quite good.

3 ③ Large exposure: 755 × 50 large pass size, the visual center of the page.

3) NetEase Look After Bar Ads

Location of Ads: NetEase home page or home page of each channel

a. NetEase home page quotation

b. Schematic diagram of advertisement area

Characteristics:

1) Large Exposure Area: 750*400 is close to the size of the full-screen ads, which provides more space for the brand to advertise its creativity.

②Advertising environment: ads pop up at the back of the user's browsing page, not affecting the user's normal browsing; to ensure a good user experience at the same time, the simple advertising environment also enhances the acceptance of ads by Internet users.

4) NetEase home page crazy ads

Placement location: NetEase home page,

Schematic: same as above

Features:

1) ultra-high exposure: NetEase home page of more than 30 million page views per day.

② Strong performance: combined with the structure of the NetEase home page, customized for the customer's creative performance, to give the brand creative maximum performance space.

Two, the introduction of the research object "dream game interactive entertainment"

This part of the content is mainly through the analysis of the 163 cases to give the dream game interactive network of promotional suggestions and implementation of the program.

1) It is recommended to use the following methods

a. Add text ads or picture ads on the website and pay according to the number of clicks.

This kind of advertisement is suitable for text link advertisement, which has the least interference to the viewers. The arrangement of the advertisement position is very flexible, which can be appeared in any position of the page, and it can be arranged vertically or horizontally, and each line is an advertisement, and clicking on each line can lead you to the corresponding advertisement page. This is a good effect. It is very easy to catch the target users.

b. Choose to advertise by e-mail and pay according to the number of guided results.

Email is the most frequently used Internet tool by Internet users. Less than 30% of Internet users browse the Internet for information every day, but more than 70% of Internet users use e-mail every day. This is especially true for business executives.

E-mail advertising is highly targeted (unless you spam it recklessly), inexpensive, and unlimited in content. In particular, it can be targeted to a specific person with a specific advertisement, which is not possible with other online advertising methods.

Email advertising generally use text format or html format. Usually the "html" is used, which means that the campaign page is embedded in the email, and activities, gifts, and features are utilized to induce registration into the website and eventually become our users.

C. Network alliance, content cooperation between websites. (This is a *** win way, generally do not pay)

To promote a certain product or service to form a promotional alliance, it can also be *** with the same to explore the exchange of a certain topic, such as the design alliance, the game alliance; it can also be a resource *** to enjoy, such as the teachers' alliance, advertising alliance. Have *** with the same goal, *** with the same interests, complementary advantages, *** enjoy the resources. In the early days of the website is more difficult to fight alone, simply can not fight a large website. The website alliance can reduce the pressure of large websites on their own.

Our site can join an alliance of entertainment sites, we have the Magic Kitchen and other sites to share, other sites also have their resources to share with us, including netizens. A team of many, many individuals, units, or even standardized functional modules combined.

Three. Summarize

The above three ways are more suitable for our company's current situation, with the existing human resources and can invest in the promotion of the cost of choosing these three ways are more suitable for the promotion of the dream game.

Key points to note:

①Reserve a certain amount of testing time. Due to the high technical content of online advertising, there are many related links, in order to avoid undue errors in advertising, should be tested before advertising: whether the advertisement is played normally, whether the advertisement link is correct, whether the database is functioning normally, whether the advertisement monitoring system can count normally, to ensure normal placement.

②Replacement of advertising ideas. If the same advertisement idea has been placed for a long time, it will cause netizen fatigue and decrease of clicks, so it is recommended to change the idea once every two weeks. However, if the promotion of a new brand, hope to enhance brand memory, you can take the same creative, fixed advertising space, long-term placement, to cultivate the user's browsing habits.

③Necessary placement management and optimization.

a) Test the creative before launch, especially for large-scale launches;

b) Establish the necessary backup program at the beginning of the ad launch to ensure replacement and compensation in case of fluctuations in the launch results;

c) Conduct detailed traffic testing on the campaign website to objectively assess the quality of the exposure and audience action contributed by different media combinations.

It's not possible to upload the image here You can see it here: