Introduction into the 21st century, more and more people are beginning to realize that with the media features Tnternet, has more than 350 million. which, in China's Internet users, 16.5% of users regularly browse online advertising, 48.3% of users sometimes browse the web advertising. shows the Internet has indeed become the television broadcast, print and outdoor advertising outside the fourth-largest advertising medium, with a certain number of your audience.
online advertising is a promising form of advertising, it has traditional media advertising can not match advantage. As the global Internet, so that published on the Internet The ads are also global, and spread fast, and receive essentially simultaneous release. In most cases, consumers can choose their own interest to online advertising message. Internet advertising can choose button ads, banner ads, full- screen advertising, such as different sizes, you can use graphic, animation and three-dimensional techniques can be used online to watch the trial and investigation forms. online advertising using advanced computer technology, sets the essence of all forms of traditional media to achieve the traditional media can not be to achieve the effect.
an online advertising portal site in the Operation of
1, Development of Chinese Web portal
the current Internet world is undergoing tremendous change, profit model, more and more profit means endless , for some portals, advertising, business volume is growing. Yahoo's first quarter 2005 revenue reached a record 1.174 billion U.S. dollars, net profit of 2.05 billion U.S. dollars. Meanwhile, some website features the introduction of new services, such as Google allow users to customize the home page more distinctive characteristics, including equity index, weather forecasting, electronic message preview, all of which further attract the attention of Internet users. For the past 7 years, China's Internet users increased by 140 times, 20% per year to 30% of the rate of increase of Internet users in 2005 exceeded 1 million people is a foregone conclusion, the number of Internet users after the United States in second place, expected in 2006 will reach nearly 1.5 million people.
in these constantly changing portal site , constantly updated, the same opportunities and challenges exist.
First, online advertising Internet advertising market situation
promising development potential, in 2004 China online advertising market reached 1.9 billion yuan in 2005, 2006 is expected to will reach 2.7 billion yuan and 40 billion in 2004 annual growth rate of 75.9% over 2003. With the economic recovery of the Internet, the global online advertising market has entered a booming period. China's Internet advertising market in the overall advertising industry in China accounted for only 1.5% of the share, much lower than other countries, the Internet advertising market. Now the United States, European Internet advertising market in the overall advertising market share of 5% -7%, Japan and South Korea reached about 4%. With the development of the Internet and Internet users continues to increase, China's Internet advertising market will continue to grow in the future.
Second, increasing competition portal
a long time, Chinese portals Sina, Sohu , Netease dominate the market, with the TOM, Tencent was added, MSN and Yahoo released the Chinese portal 3721, China's increasingly competitive portals. and overseas Internet portals are constantly added. Therefore, some portals continuously seek product innovation, while also increasing investment in the portal market segments.
Third, differences in the competitive
2005 年 4 months, the implementation of the strategic transformation of Sohu, Sina give focused their attention on market orientation, and turned to the beginning of the content-building strategies .2004, Netease a comprehensive revision of the page. After more than a year, Netease batches fully optimized for each channel, expand the contents of a large-scale construction
, and have launched a series of marketing activities to meet the content building process.
Sina News did the fastest and most extreme, the Company's news to do more and more depth, lively and innovative. And Sohu Sohu to do is to themselves. Sohu support the huge Internet assets, Chinaren, Go2map, 17173, focus, Goodfeel,Discount UGG boots, Sogou, Sohu to do is to integrate complementary unified brand Sohu, or fall apart their own way to lose the meaning of mergers and acquisitions. Tencent domain in the acquisition of Shenzhen some of the shares after the completion of instant messaging, online games, portal layout, as another super-portal. user needs drive the development of the Internet, the Internet requires more than the first collection of information; then you need to look at the numerous and accurate information information to the birth of a search engine; and then later with social needs of the user, so instant messaging (IM) began to fire up.
Thus, competition in the portal growing, only to maintain its own characteristics and constant innovation, form their own differences, so that it can continue to progress, on the Internet to gain a foothold in this market.
Second, during the 2006 World Cup functioning of the portal
1, the focus of the World website Channel
Cup competition analysis to data released under the media and by Ereli 10 World Cup Channel on online advertising revenue estimate, during the World Cup 2006 World Cup in the media channels online advertising revenue only about 1.8 billion, compared to the results before a more optimistic estimates of various media. to 70 million yuan of which Sina, ranking first among the network revenue, Sohu Internet advertising revenue more than 50 million yuan, about 20 million revenue for Netease, QQ revenue totaled about 15 million yuan. primarily to TOM wireless business for the World Cup channel profitable advertising revenue in the network are also more than 1,000 yuan, the new mass Sports World online advertising revenue nearly 10 million yuan.
World Cup Field has become a marketing battle, the domestic The media, advertisers have more attention of the sports marketing this tool. iAdTracker3.0 monitoring in 20 large industries, the automotive industry marketing in this World Cup showed a very positive attitude towards marketing in the world iResearch Bowl ad monitoring period, a total of 22 advertisers in the automotive industry put in the World Cup channel advertising, higher than the class of IT and network services industry.
2006 World Cup, online media with news, pictures, videos, community and blog,Bailey UGG boots, etc., to use its convenient, interactive, timely and other advantages, this major event in the role of the media will play to the extreme. major portals also take advantage of this excellent opportunity to put a lot of pre-World Cup resources, and set up a special World Cup channel to compete for online media coverage leading position in the World Cup.
Sina, Sohu, Netease, Tencent QQ, TOM and other portals in the network reported that the World Cup played a major role World Cup coverage is also different characteristics.
according to iResearch-2006 online advertising report in World Cup site investigation and analysis of the World Cup portal and advertising revenue channels competitive analysis (Table 1):
table World Channel 1 portal and advertising revenue of the competitiveness of the project
Netease Sohu Sina
Tencent
TOM
text
reported exclusive features
Video
side view of the wireless station
online life outside the broadcast content resources
Eastern Broadband
signed with the United States GETTY
pictures, get their pictures at home alone
resources, and the World Cup organizing network
Tencent
night concert will open
celebrities and World Cup Diary
French Report > World Cup World Cup theme song
site known DIY Contest
QQLIVE
World Cup soccer commentator Huang
Sharon
-
World Cup video playback
saliva station
CCTV sports channel analog wireless products
FAFA goals scored
Video / Flash Analog
figure out the World Cup goals
beautiful analog broadcast
Flash
> Mobile World Cup Football Baby
guesses
/ expert commentary ball
>
online advertising online advertising online advertising + wireless products
investment
2006 World Cup broadcast rights outside the video; AP Agence France-Presse and other six international communications media buying exclusive content rights ; other content reported investment
2006 World Cup in China Internet video licensing; 2006 World Cup official song starting right digital wireless and Internet; other content reported investment
-
-
used for channel network of about 70 million advertising revenue
about 20 million around 5000 about 15 million of about 10,000,002, the key site of World Cup advertising channels
(1)
World Cup advertisers the number of channels
Figure 1, the number of ads ranked World Cup Channel
Figure 1 shows, the number of advertisers before the World Cup 10 World Cup channel to Sohu's largest number of Internet advertisers, with 49,UGGs, followed by Sina World Cup channel, there are 36, TOM channel and Netease World Cup World Cup channel to 25, respectively, and 23 listed three or four.
(2) World Cup Channel ad days times
Figure 2 World Cup Ad Channel Day time running ads
channel from the World Cup ranking second day (Figure 2) point of view, the World Cup channel advertising Sina days time to the highest of 334 days meeting; followed by World Cup Channel Sohu, 323 days times ; TOM World Cup channel to 306 days times third in advertising, Netease World Cup advertising channels to 150 days times in the fourth.
(3) advertisers to advertise in the World Cup channel
day time position Figure 3-day World Cup Channel advertisers running under both sub-ranking
iAdTracker3.0 statistics, during the World Cup to think of a 111 times out first. Shanghai GM to launch 64-day time out second place. Haier Advertising running for the 57 days time, in third place.
3, key sites compared
(1) Sina Sina
mm for the win from the World Cup is set around a series of interactive sections, including the World Cup Sharon, the World Cup football draft baby, and interactive video on the site, the use of popular reality show pulled; the same time, Sina has also used its own celebrity resources for the implementation of the World Cup blog. and CCTV World Cup video production methods provide video viewing online or downloading.
Sina's profit in this World Cup, the main source of advertising revenue to reach 70 million. Sina efficient access to the World Cup the number of feature points has exceeded 40 million. < br> (2) World Cup
Sohu Sohu mm video with Shanghai Media Group's Eastern Broadband signed on as the only Eastern Broadband Video broadcast the 2006 World Cup co-portal. Through this mandate, Sohu could broadcast during the World Cup on 4 minutes per game review video highlights and exciting event pictures. Sohu is the World Cup, won the most World Cup accreditation of Internet companies (shared the nine World Cup accreditation), but also The only access to a commercial site photography permit. This makes the Sohu report group can be the first time the World Cup to every match in the text, pictures and videos sent to the site. Sohu won the 2006 World Cup theme song, will be Song of the first half of the wireless and Internet exclusive license. Sohu and Xinhua News Agency, CCTV host, sports commentator and the composition of national football players and coaches line luxury comments.
on the eve of the World Cup, Sohu.com answer through the web, online blog and other activities selected by the election 11 blog master of composition ; Sohu grassroots blog Legion as the main mode, followed by wireless music business lines, Sohu bought the World Cup theme song for this exclusive distribution rights. Sohu launched a video for the World Cup, advertisers, graphic World Cup, World Cup blog World Cup and interactive Cup marketing solutions. advertising in the form of channel title, section title, pop-up ads, banner ads and image ads and video commercials. Sohu during the World Cup ad revenue is estimated at 50 million yuan.
( 3) TOMmm Wireless World
TOM Online and domestic professional sports media other sites shall not be reproduced beyond the reach of other media channels exclusive interview. In addition to a general accreditation to enter the World Cup with an interview with the rights information center, the special places, all-round World Cup matches to capture and report information; Video interviews, friends chat, and for the players, coaches, football legend Notes from the interview. French Levin reported TOM Physical Review published the ball through the modes of cooperation.
TOM Online by China Central Television partners (CCTV) the 2006 World Cup in Germany the exclusive broadcast rights for mainland China, makes TOM Online's wireless products have a wide range of TV channels to promote platform to provide users with the most timely and most authoritative newsletter arena. In addition, live chat and CCTV5 World Cup matches live broadcast, the use of SMS and IVR host of television viewers with on-site real-time exchange and communication between the maximum to achieve interactive program. the World Cup, TOM Online SMS, MMS, WAP, IVR and other wireless products category Interactive World Cup coverage to a large-scale intervention in the. including the well-known host CCTV5 tailored wireless products, by and TOM won the football World Cup was more sensual part to do. information and to trends, is a very specific topic. TOM Online's World Cup in Germany to experience the hot atmosphere.
as more than 90% of revenues from the wireless market, TOM, reports in this World Cup is still the main wireless product revenue, which is about 2000 to 30,000,000 yuan. The online advertising revenue of about 10 million yuan.
(4) Netease mm World Cup different. its strong position in the field of instant messaging, through , will provide fans with more adhesion-service experience. Relying on its vast Internet community to QQ.com this platform, integrated wireless, games, and many other resources, through radio, QQ group, BLOG, Forum, ring tones and industry pundits and football and other forms of online communication, providing a full range of services to the World Cup theme. Tencent particular fans of 32 teams opened the QQ total of 32 groups and more than 200 sub-groups, so that fans Nenggou in these in each group discussion, quiz and even quarrel. At the same time the content will also be brought into the QQ forum, the Forum will set up a special room for fans to use. Tencent also held a quiz event, a number of projects on the quiz competition, prize money is Q number.
general, Tencent QQ, QQ software around the World Cup program is carried out.
(6) Yahoo Yahoo
authority as the World Cup official website set up on the site ; race track, and other aspects, extremely detailed; World Cup website Yahoo China launched the world's first dedicated search for the World Cup project. Yahoo's , pictures, music, community hall and other search items and knowledge, supported by comprehensive and accurate data into the World Cup, through the Yahoo search technology mature to the theme in the form of portal users in a timely manner to cover the event.
Third, the portal application profitability of online advertising effectiveness assessment
1, the user's degree of concern
online advertising Internet development in China today, from the access network,cheap UGG boots, transmission technology, and other aspects, has been fully equipped with the form of streaming media reports with the ability of the World Cup . Internet video of the new methods are being gradually replaced CCTV authoritative research firm CTR Market Research has released a Web video about the World Cup Media Research report shows that nearly 9 percent Sohu Internet users expressed concern about the video coverage of the World Cup. In this top sporting events in the debut video won the netizens ages. Research report also revealed that Internet users in the overall interest in sports, often intended to visit during the World Cup World Cup special website Sohu figure is the highest, reaching 70.7%, higher than the second place dedicated website Sina 14%.
In addition, two international marketing consulting firm MindShare and PulseGroup fans in Asia-Pacific region through which the attention of the media conducted a survey of the World Cup. Results showed that 84% of Chinese fans said the site will be obtained through the Internet World Sports Cup of Situation news, while 32% of Chinese fans said they would be using a mobile phone to keep abreast of the score and so the World Cup.
vast majority of users believe that the autonomy of viewing time, viewing, and optional content can participate in program-related interactive discussions, Sohu World Cup the biggest advantage of online video programs. According to analysis, to free choice of time to watch the exciting World Cup Shooting highlights and other programs, and can participate in related activities such as competitions with prizes, or evaluation also become a key point to attract fans of the audience
2, the profitability of the portal site assessment
case dazzling scramble for resources, the only purpose is to win the favor of advertisers.
Shen Jianming, vice president, according to Sina introduction, the World Cup channel Sina advertisers already signed up, including China Mobile, Nike, etc., has income of 36.1 million yuan, before the World Cup is expected to break 50 million yuan.
purchase content to rely on high-cost investment in resources and in order to attract users. analysts believe that since 1998, to Sina in this mass of information, extensive cooperation model to fight for Internet users, , told reporters after the purchase of the network video copyright, Sohu will use more power to make an issue of copyright around the video. more users to see the World Cup, memorable World Cup. of money, but many IT companies have been advertising for us , exclusive to the Chinese mobile phone users pay to download the songs and the production of fragments of other wireless products.
and TOM Online's main income still comes from wireless services. Wang Lei Lei estimated that hundreds of millions of fans from China, tens of millions of Internet users wireless and wired through interactive participation, the activities of the World Cup revenue, will also scale up to several hundred million dollars. interactive session on live television outside, TOM Online will be the wireless interactive products for all the World Cup (SMS, MMS, WAP, IVR) implantation of a large area to the Advertising manufacturers optimistic about the World Cup portal
1998 years because the opportunity to seize the World Cup, Sina laid in one fell swoop the first Chinese Internet portal status. Since then, China's sports marketing, Internet marketing business one of the means-tested .2006 World Cup in Germany will once again become the Internet portal of the fight of the war, the three major portals Sina, Sohu and TOM Online has pushed the input to the high table next to the German football feast.
except for Sohu.com Inc. World Cup authorized partners, individual sites have organized a large number of staff 24-hour rotation release instant messaging, are also invited to participate in assessment celebrities ball, and even set up groups to go to Germany fans blog site to get first-hand information, so a large-scale cross-media cooperation and marketing activities, all expenditures must be special from the World Cup in the online advertising profits. Sohu senior vice president, according to Miss Wang Xin introduced before the start of Sohu's advertising revenue has been the first to break the World Cup 4,000 million, targets 50 million yuan shall be no problem, and the ads are still increasing. Sohu channel apart from the World Cup title outside Haier, including Adidas, Samsung, the United States, Beijing Hyundai, FAW Group, CITIC Industrial Bank, Bright Dairy , Lenovo Mobile, Amoi, Great Wall, TCL, Kingdee, three gold and other sponsors as much as nearly 50.
TOM Online advertisers overwhelming response to the World Cup project, a considerable number of advertisers will be the second Special World Cup quarter page ad spending, or directly to one of the key columns for sponsorship. TOM Online World Cup advertising revenue is the focus of the second quarter advertising revenue, will drive the overall second-quarter advertising revenue growth. TOM World Cup Special pages found on BMW, eBay eBay, China, Samsung, Buick and other advertising companies have been listed on the line one by one.
before the World Cup in Germany, there were many people in the industry worry that the World Cup pre-Internet advertising revenues do not compensate investment, which led to Internet companies choose to give up the marketing opportunities the World Cup in Germany. But the World Cup marketing is a recognized burn project, which requires large capital investment to Korea-Japan World Cup, for example, 15 top sponsors sponsorship average threshold of $ 60,000,000! huge sponsorship money to the strength of Chinese enterprises are still weak in many discouraged, and sponsorship advertising on the Internet is far lower than expected, but also has many fans browsing. a person in charge of marketing firms stated the reasons for their choice to advertise: million in advertising costs; but if by means of large-scale sporting events, the same costs can increase by 10 percentage points! World Cup is the best advertising and marketing opportunities.
the World Cup champions after the end of World War II, the major portals for network advertising had a war of words the level of income. For my own point of view, there is no World Cup title is a marketing war. Jieguang network is a network marketing the World Cup World Cup of making money, its main purpose is to obtain direct economic benefits and reputation, reputation and other indirect benefits. It looks at the site to enhance internal efficiency and external image of the improvement, not necessarily the same as in the World Cup competitors to compete out the winner. even in horizontal comparison between sites, objectively speaking, to measure the success of World Cup marketing network indicators should be diverse and dynamic, it is difficult to use the advertising revenue, investment income than simple economic indicators such as a website to measure the success of marketing the World Cup. For example, a Web site advertising revenue (current revenue) although very high, but users do not necessarily think that this site is the best World Cup place for the network, but also is the word of mouth is not necessarily the best; while another site may be advertising revenue is not high, but by its unique marketing planning services to Internet users feel intimate and detailed, so that the website is expected to post the ad revenue may be increase.
during the World Cup this year, China's Internet advertising market capacity will exceed 1.5 billion. which, in addition to Internet advertising stood out, sports-related wireless value-added events, video, music business has become a Block ;. World Cup opportunities facing the network, in a relatively fully competitive market, each with its own Web site the ability to Fengeng naturally inevitable.
we should clearly see the huge business opportunities in the network is the reason why the World Cup, the fundamental reason is that the network developed, the competition site fully, it is in the portal site, professional websites and many other sites under the joint efforts and momentum, so sweltering Online World Cup, to carve from traditional food to some of television advertising to attract mm advertising audience to some of the fans. From this perspective, the honor belongs to the entire Internet, is a highly developed network of business achievements, including the World Cup, including the various business opportunities.
and the symbiotic coexistence, competition is another good. seize the Internet development of the excellent business opportunities, we must cherish the good situation of development of the Internet, and create a harmonious coexistence of the Internet environment. Sina, Sohu and other portals battle between the big and small, and many years, sometimes very strong smell of gunpowder, as if the enemies. This area reflects the current competitive situation portals, on the other hand, some sites also reflects the traditional concept of competition is still in the stage. It should be noted, as the interdependence of the oncoming age of the Internet, the kind of bitter fight for the win Negative attitudes have left behind the pure competition, resource sharing, based on win-win or win-win strategic alliances, cooperation between enterprises is the general trend.
I think network marketing is a no World Cup title game, also based on several major portals The current level of the actual winner is difficult to make judgments, after all, only in the same general state of the heavyweight competitors dared to destabilize each other. looking forward to our portal to reduce disputes, more cooperation, thought to be used in the business innovative, rich content such as improving core competencies, then come too late to determine the winner.
IV, Conclusion
online advertising is the suddenness of a thunderbolt, penetrate into every aspect of modern life , demonstrating the charm of endless online opportunities. network to offer advertisers a broad audience, the ideal low-cost media, and thus Internet advertising more and more attention. particularly in the quadrennial World Cup matches, the Internet Media time in four years proved its strength once again proved their unique charm different from traditional media.
to the World Cup as the representative of the sports marketing is becoming a more popular Internet companies seeking access to faster development of a shortcut. World Cup, the smoke is cleared, more large-scale battle broke the Olympic Games. advertiser increasing emphasis on the value of event marketing, especially in sports marketing, some advertisers even invested heavily in the Internet field of sports marketing channels and content development in.
the World Cup is just the beginning, in a growing pursuit of segmentation and differentiation of the Internet age, characteristics of the audience, will help the site better planning resources to help advertisers run more efficiently carried out, the most important to be able to see more Internet users in China rich and varied content, enjoy more of the Internet technology to bring personalized service. looking forward to the 2008 Beijing Olympic Games, but also looking forward to competition in China's Internet in the media could be assigned to more large a share and win new victories.
No comments:
Post a Comment