Present situation and future of online advertising?

The recent online advertising war in China has made the word online advertising a household name. In fact, in the online advertising war in China, "online advertising" refers to the advertisements that online websites use traditional media and outdoor advertisements to promote themselves. For example, a series of advertisements made by Nicholas Tse, a young Hong Kong singer, for Lenovo's website have recently appeared in the prosperous areas of Beijing and become hot topics in Beijing's media. And in the trunk of the Beijing subway two months ago, it said, "Are you tired of living?" "E-Dragon" website advertisements criticized by some audiences, and so on. These websites advertise to attract people to visit their websites and increase the number of clicks, just as traditional media hope to attract readers and increase circulation and ratings through advertisements. At present, the number of websites on the Internet has reached several million. If the website is not widely publicized through various media, the website of the enterprise will inevitably be submerged in the huge Internet. Therefore, in order to attract more advertisers, network companies or websites should first establish their own brand image, use various opportunities to express themselves, such as street sign advertisements, TV advertisements, car body advertisements, and even organize some social activities to promote themselves. If a website wants to attract advertisers, it must first make itself an advertiser of others. But this is not the online advertisement we are going to discuss here. The online advertising we refer to here refers to the commercial advertisements made by enterprises and companies on various websites and site pages to promote the products or services of enterprises and companies. Of course, online advertising also includes advertisements for websites to promote their websites on the Internet, which belongs to the category of online advertising that we are going to discuss now.

First, the form and characteristics of online advertising

Judging from the current situation, there are various forms of online advertisements, which can be divided into many types according to different classification methods. Here are some main forms. For example, according to the area and form of advertisements on web pages, they can be divided into the following four types:

1, banner advertisement (banner advertisement) (banner)

This is the most common form of online advertising. The common size is 486*60 (or 80) pixels. Image files are created in GIF, JPG and other formats, and placed in web pages. Most of them are placed at the top or bottom of the page. According to statistics, this is the most popular advertising method on the Internet, accounting for about 60% of all Internet advertisements. Advertising banners usually write the company name, a short message or words that attract users to browse the web. These banners can be static or dynamic, and there are many kinds of banner advertisements. With the development of software technology, the performance of such advertisements is becoming more and more colorful. This kind of advertisement can also be divided into: (1) ExpandingAd. Unlike newspapers, online advertising has a larger layout, and creativity is often limited by a narrow layout. In order to provide more information, as long as the audience moves the mouse to the Banner, it will automatically expand into a larger page. (2) Dynamically send advertisements in a rotating and random way (relative to fixed page advertisements). Different users can see different advertisements on the same page, and the same advertisement can be played circularly throughout the website, or it can appear according to keyword search. (3) RichMedia is made by using 2D and 3D video, audio, Java, Flash animation and other effects. This is a high-bandwidth data technology currently applied on the network. It can transform advertisements on the Internet into an interactive mode, not just static advertising information. This kind of advertisement can not only make users enjoy the actual online banking service without leaving the web page they are using, but also prolong the browsing time of the advertisement and increase the advertising effect. In addition, designing game links is also one of the ways for banner advertisements to attract visitors to spend time. This new production mode is adopted in the banner advertisement of CoverGirl who sells personal care products in the United States. In the advertising banner, tourists are instructed how to use the lipstick, lip pencil and lip gloss produced by the company to change the lips without makeup. The whole process can be carried out on the advertising banner with the mouse. If visitors are interested, they can also directly click on the main page of CoverGirl to inquire more relevant information, and even shop online. Another example is the interactive advertising banner of Pinke potato chips. Visitors can use the mouse to select one, two or a pile of potato chips and put them in the mouth of the person on the right side of the banner, and they will also make different sounds of biting potato chips, which will make the original plain advertising banner colorful.

2. Button advertisement (button)

It is usually represented as an icon. It is usually used by advertisers to promote their trademarks or brands and other specific signs. There are four commonly used button advertisement sizes: 125* 125 (square button), 120*90, 120*60, 88*3 1 pixel, which are small in size, simple in expression and smaller in capacity. Can be placed next to related product content. For example, Dell Computer Company put an advertising button next to a computer review in a science and technology newspaper. Generally speaking, these buttons are not interactive. When you choose to click these buttons, you will be taken to another webpage. Sometimes, such advertisements provide sound effects and images, but it takes a lot of time to download, so they are not very popular with users.

3. interstitial type.

Also known as rebound advertising, advertisers choose to insert a new window in front of their favorite websites or columns to display advertising content. Advertising breaks also refer to those advertisements that can be displayed in full screen for a few seconds at the transition of the page. But when the bandwidth is insufficient, it will affect the normal browsing.

4, wallpaper advertising (wallpaper)

It is rarely used to present the advertising content that advertisers want to express as a background page in the form of "wallpaper".

In addition, if classified according to the page position and channel of advertising information dissemination, it can be divided into the following categories:

1, home page advertisement, also known as home page advertisement. As soon as you open the website, the first thing that catches the audience's eye is the homepage of the website. Advertising on the home page will get a high attention rate and the audience will have a strong impression.

2. Inside page advertisement, also called linked page advertisement. After entering a site, if you choose to click on some content, you can start a new page, and placing advertisements on these pages will get lower attention rate than the home page.

Is it better for advertisements to appear on the front page or the inner page of the website? It depends on the advertising information dissemination needs of advertisers. Appearing on the home page can provide a relatively high number of displays per unit time. Advertisements with unclear audience positioning can get the lowest CPM (cost per thousand people) when they appear on the front page. Visitors to classified pages generally have obvious content preferences, so CPM prices will be higher. Of course, placing advertisements on properly selected classified pages can provide a high click-through rate. Therefore, the choice of Banner's location mainly depends on the advertiser's requirements for audience breadth.

Step 3 sponsor

Generally speaking, sponsored advertisements can be divided into three forms: content sponsorship, column sponsorship and program sponsorship. Advertisers can choose the content and programs they are interested in to sponsor, for example, large film production companies can sponsor some film review pages.

4. Competition and promotional advertisements (Competition &; Promotion)

Advertisers can organize online competitions or online promotion activities that they think are of interest together with the website, and even use InteractiveGames (interactive game advertisements) to increase the interest of netizens. For example, at the beginning, middle or end of a game activity on a certain page, advertisements can appear along with it, and an interactive game advertisement can be made, so that advertisers can specifically express their products according to their product needs.

5. Direct marketing

Direct mail advertising can be divided into two types. The first one can also be called mailing list advertisement, that is, using the e-mail list in the electronic publication service of the website, advertisements are added to the publications subscribed by readers and distributed to the corresponding mailbox owners.

The second kind can be called e-mail advertisement, that is, when you get an individual's e-mail address, you can send the advertisement directly to his mailbox. Generally speaking, this form of advertising should be used with caution, taking into account the psychology of consumers, because sending some advertising materials directly to private mailboxes without permission may cause disgust or anger.

Then according to the nature of the website, it can be divided into advertisements on the comprehensive service (search engine) website; Advertisements on commercial websites; Advertisements on professional information service websites; Advertisements on special service websites (such as free email service websites), and advertisements can also appear on the interface of personal mailboxes.

Compared with traditional media advertising, online advertising has many inherent advantages.

1, covering a wide area.

Internet advertising can cover the whole world through the Internet, providing 24-hour fast contact. Not limited by region and time.

2. The audience has obvious characteristics.

The Shenzhen hotline conducted a survey on some netizens in 1999, and found that more than 93% of netizens in Shenzhen are between the ages of 20 and 30, 85% have a monthly income of more than 3,000 yuan, and 83% have a bachelor's degree or above. The head of the marketing department of Shenzhen Global Information Network Co., Ltd. therefore concluded: "From these data, netizens in Shenzhen are a group with great purchasing potential, and the audience base of online advertising is quite good." It should be said that the data on the characteristics of online audience groups obtained from this survey are still quite representative. In addition, there are some websites with clear audiences on the Internet, such as Mr. China, Ms. China and EC 123 Communication Home. And the advertising audience is very targeted.

3. Strong statistics

Traditional media advertisements can only be broadcast or released unilaterally, and it is impossible to measure the attention effect caused by advertisements. Different from online advertising, people can not only count the total number of times each page of a website has been visited, the number of times each page has been visited and the number of times each advertisement has been clicked, but also count the visit time and IP address of each visitor in detail. These detailed statistics are of great significance for advertisers and advertising agencies to understand the spread and influence scope of a website media and the effect and effect of a specific advertisement, which traditional advertising media can't do.

4. The price is relatively low

Compared with traditional media, the cost of online advertising is lower. This may be related to the fact that the Internet is a new media and advertisers have not fully realized its importance. As advertisers spend more and more on the Internet, the situation will change. However, according to the current survey, the advertising cost of relatively large websites in China is only enough for one month in newspapers and one week on TV.

5, rich in content, colorful, strong visibility

Because the cyberspace is virtual, and it is not restricted by the region, the advertising content can be fully displayed and enriched in some special advertising pages. In addition, the computer screen has high precision and high color resolution. With the application of new animation technology, the visibility of online advertising images will become stronger and stronger.

Second, who provides services for online advertisers?

In traditional media advertising, many countries implement the advertising agency system, that is, advertisers hand over advertising business to advertising companies for creativity and media planning, and then advertising companies contact the media for broadcasting. In recent years, the sudden emergence of media buying companies has attracted people's attention, that is, some advertising companies specialize in buying media pages and time slots and then sell them to advertising companies or advertisers.

Because online advertising needs special skills and talents in planning and production, the development of online advertising has gone through several stages:

The first stage is that each website makes and publishes advertisements for advertisers. There are some problems at this stage: as advertisers, if they want to advertise, promote and publicize their own goods and services on the Internet, they are unwilling to pay blindly. First, they want to get some relevant information. For example, they want to know: If you put an advertisement on a web page, how many times will it be viewed? Can the advertisement reach the expected target audience? Is the advertising creativity effective? Will advertisements leave an impression on people? How will people react when they see advertisements, and so on. The average website may not have a dedicated person to collect these data. As a result, the website cannot help advertisers improve the advertising effect; In addition, from the perspective of advertising planning, the website can not provide effective advertising programs for advertisers; In terms of implementation, the website also lacks sufficient thoughtful service for the implementation of advertisers' advertising plans.

The second stage is the intervention period of traditional advertising companies. In the process of growing up, online advertising has also experienced the process from advertisers directly looking for websites to entrusting advertising companies to act as agents. During this period, because there is no professional online advertising agency, influenced by multiple pressures from advertisers, website agents and web production companies, traditional advertising companies begin to realize that online advertising is a new field that must be set foot in. So some traditional advertising companies also began to operate online advertising. For example, some well-known traditional advertising companies, such as Lianguang, Zhiwei Thomson, McCann and so on. With the growth of customers' demand for new media, the purchase budget of online advertisements is also increasing. In addition to self-publishing, they also contracted advertisements to online advertising agents according to the requirements of advertisers. They give full play to their comprehensive strength, set up an interactive marketing department, and put forward creative solutions related to the network on the basis of making full use of traditional media. Technically, traditional companies can't operate, so they entrust professional companies to provide integrated communication solutions for advertisers.

The third stage is the intervention period of the new network advertising planning and production service company. For advertisers, a better choice is to entrust a professional online advertising company to plan and produce advertisements, so professional online advertising companies came into being. For example, the famous DoubleClick Company and TrueMedia Company. The advertisements produced by such professional online advertising companies are more exquisite, more general and purposeful, and more creative. Coupled with reasonable site selection and scientific advertising monitoring, the value of advertising fees paid by advertisers has been greatly improved. In addition, professional companies familiar with all kinds of networks can also let advertisers join free communication networks, search engines, classified directories, friendship links, etc., to expand their influence and save advertising fees.

Some professional online advertising companies not only have the functions of the above-mentioned online advertising planning and production service companies, but also have their own advertising websites and are also agents of advertising pages of other websites. Such companies are more competitive. Some people think that this kind of company is somewhat similar to traditional media buying companies and has the nature of online buying companies. For example, 24/7Media was founded in the United States1February 1998, and listed on NASDAQ in the same year, which quickly became one of the largest advertising networks in the United States.

Now "24/7" is a global company that provides Internet advertising. At present, there are more than 2,000 Internet franchise stations in the United States alone. Provide a series of services including advertising consultation, agency, planning monitoring and third-party monitoring.

What such companies do is to contact advertisers who want to promote their products or services on suitable websites, and then provide the best websites they think are relevant for advertisers to advertise. On the one hand, it can improve the efficiency of serving advertisers and spread advertising information to consumers interested in products. On the other hand, it can provide the website with a comprehensive and complete advertising page scheme, and also allow them to get in touch with some advertisers who have never had the opportunity to cooperate. And those specialized network managers can focus on technical design and production.

If a dental equipment manufacturing company wants to advertise, it is more effective to put such advertisements on some web pages that can attract dentists to visit than on general web pages such as Yahoo. Putting advertisements on appropriate web pages, such as DentistWeekly, will get higher click-through rate. Advertisers entrust 24/7 to plan advertisements for them, and 24/7 will search suitable websites, such as Dentist Weekly, to get their views, and then take stock of the information. After that, they will assemble websites that can provide free pages and sell them together with the inventory.

The services provided by 24/7 companies are favored by advertisers, and 24/7 Europe and 24/7 Asia have been established. At present, the company has set up offices in Beijing and Shanghai. 24/7MediaAsia provides unique Internet advertising and online direct selling solutions for advertisers all over Asia. More than 200 famous international and regional advertisers and institutions signed contracts with 24/7 media, including Sony, Mitsubishi Motors, Compaq, Microsoft, KLM, Ericsson and AT & amp； T Company, Hewlett-Packard, Coca-Cola Company, Samsung, Johnson & Johnson and Daewoo.

The online advertising industry is still in the development stage, and online advertising companies like 24/7 will play a very important role in the development of the entire advertising industry. At present, traditional agents and emerging online advertising agents account for 50% respectively in online advertising business. The advantage of traditional agents is that they grow with customers' brands and have strong ability to integrate and use different media. Emerging online advertising agents, such as website agents such as DoubleClick24/7, have the advantages of strong technical ability and accurate information on the development trend of online advertising.

Third, will online advertising become the biggest benefit point of network service operation?

After being brought into the track of market economy, China media tried to open up the advertising market. Nowadays, many news media in China are supported by advertisements. The new media Internet is also facing the same problem. Although every website has invested a lot of money in advertising, few really rely on advertising fees to survive, and even less on online advertising to make profits.

Judging from the current situation of science and technology stock market, network investment itself is venture capital, and the phenomenon of "bubble" is also very serious. For example, the NASDAQ technology stock market in the United States, which has been accelerating since the Spring Festival, suffered a severe setback in the two weeks in mid-April, once falling by 13.6%. American technology stocks have great potential, the biggest one-day decline in history. American Financial Weekly pointed out that at least 5 1 internet companies are facing cash shortage and are in danger of bankruptcy at any time. Even the famous Amazon is facing the embarrassment of closing its doors because of poor cash flow. Due to the continuous decline of technology stocks, some American website companies that are full of dreams and waiting for capital injection suddenly wake up and feel that they are not only hopeless, but also on the verge of bankruptcy.

However, the investors of online advertising are enterprises and companies. They will only invest if they get a series of accurate data of website browsing and are sure that the audience of a certain network meets its target consumers, or the advertising cost per thousand people meets its advertising budget. There is neither risk nor "bubble".

In fact, whether online advertising will become the biggest interest point of online media should be analyzed under different conditions. First of all, it can be seen from the rapid growth of online advertising in just a few years that it has a good development prospect.

199410 June 14, the earliest online advertisement appeared in the online edition of the famous American Wired magazine, and at & amp； 14 customer's T and other advertising banners. Only three years later, by 1997, the total annual turnover of online advertising in the United States reached $906.5 million.

1March, 997, China achieved a zero breakthrough in online advertising. The first commercial online advertisement in China appeared on the website Chinabyte. The advertiser was IBM (Intel for short), and the advertising form was an animated banner advertisement with 468×60 pixels. Intel and IBM were the first advertisers in China to put advertisements on the Internet. The online advertising in China didn't take off until the beginning of 1998, so the real history of online advertising in China is only two years. 1999, according to professional statistics, online advertising revenue has reached 1 100 million yuan. The advertising industry even thinks that Internet advertising will surpass street signs and become the fifth largest media after the traditional four major media (TV, radio, newspapers and magazines). Although in general, online advertising accounts for a small proportion of the total turnover of all kinds of advertisements, online advertising shows greater vitality than TV advertising.

Secondly, can we think that the golden age of online advertising in China has not yet arrived? When IT comes to online advertising, some IT and advertising professionals in China may calmly say, "Don't expect to rely on online advertising to support you". Because the network investment is large, and the advertising revenue is far from the operator's expectation.

Advertising director of Sina. Com once admitted that Sina is still far from profit. Sina currently has 40 servers in the telecom room in China, and the cost alone exceeds 6,543,800 yuan per month, not including bandwidth and staff expenses. In China, where e-commerce is far from being realized, Internet service providers are focusing on the small online advertising market. But what about the income from online advertising? 1998 advertisers from all walks of life who compete in the domestic market spend170,000 yuan on the internet alone. In the same period, the total advertising in China market was 53.7 billion yuan, ranking ninth in the world, and/kloc-0.7 million yuan was less than a fraction. Some people think that the online advertising market of mass consumer goods has not been opened. Maybe there is some truth in this statement. At present, the home pages of these Internet companies are mostly IT advertisements, and they are familiar faces on several major websites: Intel, Hewlett-Packard, Motorola, and one of the few IT vendors in China, such as Lenovo and Shida. 1999 In the first half of the year, the online advertising revenue in the United States surpassed traditional media and outdoor advertising for the first time. In the United States, 27% of online advertisements are consumer goods, 24% are IT products, 16% are financial service advertisements, and 1 1% are telecom enterprises.

Thirdly, from the perspective of the online advertising market in developed countries, although the turnover of online advertising is rising, the concentration is high, and so will the China market.

Fourth, the development trend of online advertising

Merchants' investment in the network industry has been increasing, and the operation of online advertising is also a rising process. Analysis of online advertising will have the following development trends.

1, the online advertising business will double.

Looking back at the development history of online advertising, we will find that online advertising is being recognized by more and more advertisers and advertising agents. According to Reuters, a survey report by Myers Group, a media economic research company in new york, predicts that the advertising expenditure on the Internet in the United States will surpass the broadcasting industry in 2005, and the advertising expenditure on the Internet will soar from $5.25 billion this year to $45.5 billion. This means that in the future, American enterprises will be more willing to advertise products and services on the Internet, and are less likely to choose TV advertisements.

China's online advertising turnover 1999 is three times that of 1998; In 2000, the turnover of online advertising will also increase exponentially. With the development of software technology, new forms of online advertising are constantly emerging. With the active cooperation of the website, the effect of online advertising is constantly improving, which also enhances the confidence of advertisers in online advertising.

2. Online advertising will be truly integrated with marketing.

In addition, online promotion activities can also be carried out, and corporate advertisements on the Internet have always been very popular. Online promotion has the characteristics of one-to-one and consumer demand orientation. This feature also makes it the best way to explore potential customers.

Online advertising is a common way to promote sales at present. The powerful function of the network includes the advantages of all advertising media. When planning online advertisements, enterprises should give full play to the multimedia acousto-optic function of the network and the characteristics of big data storage, induce consumers to make purchase decisions, and achieve the goal of developing the market potential as much as possible.

3. With the continuous maturity of the Internet operation market, some problems in online advertising will be solved, and some practices will tend to be standardized and scientific.

First of all, online advertising pricing and effect evaluation tend to be reasonable and important.

At present, there are two pricing methods for online advertisements, one is CPM (cost per thousand people) based on the number of advertisements displayed, and the other is CPC (cost per click) or CPA (cost per action) based on the advertising effect. Currently, the former is mainly used in China. As far as the current situation is concerned, the most direct evaluation criteria for the effectiveness of online advertising are the number of exhibitions and the click rate, that is, how many people saw the advertisement and how many people were interested in the advertisement and clicked on it. Perhaps most advertisers pay more attention to the click-through rate, but due to the frequent browsing of web pages, there has always been a debate between advertising websites and advertisers about the brand communication function brought by banner display.

With the development of technology and in-depth investigation, we believe that we will explore some new methods to evaluate the effect of online advertising, and advertisers, advertising agents and publishers will reach an understanding in some fields. People will pay more and more attention to the evaluation of online advertising effect. Secondly, online advertising communication tends to be standardized.

Some people think that the quotation method and effect evaluation system of advertising fees for domestic websites need to be further explored and improved, and supervision and evaluation institutions should be actively established. Third-party authentication and monitoring of website media are indispensable. At present, there are similar certification monitoring websites in China, and the progress of the work remains to be seen.

In addition, although they are all spread on the Internet, there are still differences in the production and distribution technology of advertising information, and these subtle differences in processing hinder the spread of advertisements in a wider range. This requires some organizations and institutions to unify and standardize this. For example, at the beginning of this year, the United States issued a standard for classified advertisements on the Internet. American newspaper association