Analysis report on the online advertising market in 2009?

Analysis and Research on Advertising Simulation Delivery

Analysis and Research on Advertising Simulation Delivery

In recent years, China’s online advertising (Web advertising) expenditures have shown a geometric progression growth, the development momentum of online advertising remains strong. However, the current penetration rate of the Internet in China is low, and at the same time, the majority of the Internet population does not have the purchasing power, which affects the effectiveness of online advertising. As time goes by, as the advantages of online advertising are brought into play, people will gradually become accustomed to online advertising, and online advertising has a bright future.

This article introduces the Dream Game Interactive Entertainment Network as the research object, specifically analyzes the advertising methods and effects, and finally weighs the benefits to choose an appropriate advertising plan.

First, introduce research samples.

(1) Introduction to online advertising types

A. Banner advertising (BANNER)

This is the most traditional form of advertising in the Internet industry, and its image characteristics have long been Deeply rooted in people's hearts. Banner ads are usually placed at the top of the page and are the first to be seen by online visitors. The role of creative banner ads in establishing and enhancing a client's brand image cannot be underestimated. Currently, banner ads can be produced through a variety of technologies, such as HTML, FLASH, DHTML, JAVA, etc. Standard size: 468*60px

B. Banner advertisement

The size is 778*110 pixels, spanning the page. This advertising form is larger in size, has strong visual impact, and can give the network Visitors are impressed. Especially suitable for event information release, product promotion, celebrations, etc.

This kind of advertisement is not only larger in size, but if some "Messaging Units" are added to the advertisements, these advertisements will be like a small website, using the popular Flash technology Create several vivid images that will be used in these "message units" so that users can view more information directly by clicking on the advertisement, thus avoiding the trouble of linking to other places.

C. Button advertising (BUTTON)

It resembles a button, hence the name. It is another traditional advertising form in the Internet industry. Small in size, they are usually placed on the left and right edges of the page, or flexibly interspersed in the middle of various columns. Currently, dynamic GIF or FLASH button advertisements are often used, leaving the reputation of "big beads and small beads falling on jade plates", low cost, and It has good results and is widely used by advertisers. Standard size: 120*60px

D. Floating advertising

As the name suggests, this is an advertising form that floats along a certain trajectory on the page. Its special form of expression can gather the attention of online visitors better than traditional forms, making the influence of advertising more profound. This kind of advertisement can be expressed in many ways: (1) floating along a fixed curve (2) floating up and down in a straight line as netizens drag the scroll bar of the browser. This type of advertisement breaks through the stereotypes of traditional advertisements. It is no longer fixed at a specified position, but moves with the dragging of the mouse. The clever design will not hinder netizens' browsing while satisfying the need for increased exposure of the advertisement.

E. Two types of vertical advertising

This is a newly launched advertising form in the Internet industry and has been confirmed by the Internet Advertising Federation (IAB). There are two different types of forms depending on their width. This type of advertisement is usually placed on the left or right side of the page to meet the advertiser's requirements for large exposure while respecting the browsing habits of netizens as much as possible.

The new form of advertising is larger in size than before, giving people more space to play. Secondly, two vertical "rectangular" ads allow customers to easily apply different advertising creatives. At the same time, the use of new technologies allows more information content to be carried within a small space.

F. Rectangular Advertising

This is an advertising form with a sharp increase in sales. It is also called a "picture-in-picture" advertisement and is usually embedded in news or special reports. The inner pages of the article are surrounded by text. Visitors usually pay attention to related advertisements when reading the text. At present, this type of advertisement is usually produced using FLASH technology, which gives print advertisements more information connotation, interactive functions, and multimedia features, making "advertising also entertaining."

G. Pop-up window

Open the Yantai University student online homepage, and a small window will pop up. With an exquisite small window webpage and simple and clear text and picture information, you can get the highest product value. Due to popularity and brand, the click-through rate of the pop-up window is basically the same as the number of visits to Qiushichao.

(2) Payment methods for online advertising

Pay according to the number of clicks on the ad

Pay according to the number of times the ad is popped

Pay according to the number of ad impressions

Pay according to the number of lead results

Pay according to the number of clicks on the ad

Based on the number of installations

(3) Select 163 for analysis of specific objects.

1) NetEase mailbox shading advertising, navigation shading: 163 mailbox all pages.

Placement: 163 mailbox folder page.

Features:

①Super high exposure rate: NetEase 163 mailbox has 80 million registered users, more than 700 daily Ten thousand unique users use NetEase's free email service. NetEase's 126 mailbox has 35 million registered users, and more than 2.1 million unique users use NetEase's free email service every day.

②Super large exposure area: Design the brand image or product content into the email base image, which is equivalent to a full-screen advertising effect.

③High advertising acceptance: The advertisements are highly aesthetic and do not interfere with users sending and receiving emails, greatly reducing users' aversion to advertisements.

2) NetEase Pass login page advertisement

Placement: NetEase Pass login success page. NetEase Pass is a tool for user identity authentication on the NetEase website. After passing the authentication, users can freely use various products: communication (SMS, MMS, WAP, mailbox, bubble, community, chat, photo friends), entertainment (Fantasy Westward Journey) , Westward Journey II, dating, making friends, house of love, girls), services (search, personal, space, free domain name, photo album, greeting card, classmate directory, recruitment), recommendation (auction, mall, business, extraordinary men and women), etc. .

Features:

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

② Good advertising environment: Except for customer advertisements, the pass page has no other picture content and has less information interference; compared with other pages of the website, the advertising environment is quite good.

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

3) NetEase Kanhouba Advertisement

Advertising location: NetEase homepage or the homepage of each channel

a. NetEase homepage quotation

b. Schematic diagram of advertising area

Features:

①Super large exposure area: 750*400, almost the size of a full-screen advertisement, giving brand advertising greater creative space.

②Good advertising environment: Ads pop up behind the user's browsing page and do not affect the user's normal browsing; while ensuring a good user experience, the simple advertising environment also improves netizens' acceptance of advertising.

4) Crazy ads on NetEase homepage

Placement: NetEase homepage,

Schematic diagram: Same as above

Features:

① Ultra-high exposure rate: NetEase’s homepage has more than 30 million page views every day.

② Strong expressiveness: Combined with the structure of NetEase's home page, it provides customized creative expression for customers, giving the brand the greatest space for creative expression.

Second, introduce the research object "Dream Game Interactive Entertainment"

This part mainly provides suggestions and implementation plans for the promotion of Dream Game Interactive Network through the analysis of 163 cases.

1) It is recommended to use the following methods

a. Add text ads or image ads to your website and pay based on the number of clicks.

This kind of advertisement is suitable for text link advertisements, which will cause the least interference to viewers. The arrangement of advertising slots is very flexible and can appear anywhere on the page. It can be arranged vertically or horizontally. Each line is an advertisement. Click on each row to enter the corresponding advertising page. This works well. It is easy to catch target users.

b. Choose email advertising and pay based on the number of lead results.

E-mail is the Internet tool most commonly used by netizens. Less than 30% of Internet users browse information online every day, but more than 70% of Internet users use email every day. This is especially true for business managers.

E-mail advertising is highly targeted (unless you spam), low-cost, and has no restrictions on advertising content. In particular, it is highly targeted and can send specific advertisements to a specific person, which is beyond the reach of other online advertising methods.

E-mail advertisements generally use text format or html format. Usually "html" is used, which is to embed the event page in the email, and use activities, gifts, and functions to induce registration into the website and eventually become our users.

C. Network alliance, content cooperation between websites. (This is a way to win, usually without payment)

A promotion alliance formed to promote a certain product or service, or it can also be a group of people discussing and communicating on a certain topic, such as a design alliance , game alliance; it can also be resource-sharing, such as teacher alliance and advertising alliance. We have the same goals, the same interests and hobbies, complementary advantages, and shared resources. In the early days, it was difficult for a website to work alone, and it simply couldn't compete with large websites. Entering the website alliance can reduce the pressure of large websites on themselves.

Our website can join an entertainment website alliance. We have Magic Kitchen to share with other websites, and other websites also share their resources with us, including netizens. A team composed of many individuals, units, or even standardized functional modules.

3. Summary

The above three methods are more suitable for the current situation of our company. Based on the existing human resources and the expenses that can be invested in promotion, these three methods are more suitable for the promotion of Dream Games.

Key points to note:

① Reserve a certain amount of testing time. Due to the high technical content of online advertising and many related links, in order to avoid undue errors in advertising, it is necessary to test before advertising: whether the advertisement is playing normally, whether the advertising link is correct, whether the database is operating normally, and whether the advertising monitoring system can Whether it counts normally to ensure normal delivery.

②Replacement of advertising creativity. Running the same advertising creative for a long time will cause fatigue among netizens and a decrease in clicks. It is recommended to change the creative creative every two weeks. But if it is a new brand promotion and you want to enhance brand memory, you can use the same creative idea, fixed advertising positions, and long-term advertising to cultivate users' browsing habits.

③Necessary delivery management and optimization.

a) Test creative ideas before launching, especially large-scale launches;

b) Establish necessary backup plans at the beginning of advertising to ensure that when the delivery effect fluctuates, Replacement and compensation;

c) Conduct detailed traffic testing on event websites to objectively evaluate the quality of exposure and audience actions contributed by different media combinations.

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