Internet advertising after the beyond newspaper

Not from now on the way of the Internet advertising business ,5-10 years may no longer exist. Let's start with the Chinese online advertising market, talking about some new situations.

DCCI "2011 China Internet Survey" shows that China's advertising market, online advertising revenue in 2010 reached 25.66 billion yuan of total revenue, the figure in 2012 will reach 46.1 billion, will surpass newspapers (42390000000), China's market the second largest advertising medium. In the mainstream media, online advertising revenue growth has been higher than TV and newspapers, especially in the next few years, the annual growth rate will remain at 30% or more, a fast-growing, powerful new media.

Internet advertising in the next two years, jumped to the second-largest advertising media type, and the popularity of the Internet in China related. CNNIC statistics show that the end of 2010 the number of Internet users in China the proportion of China's population was 34.3%. The ratio in 2013 will exceed 50%, but online advertising sales account for the proportion of China's advertising market is still low, online advertising in many aspects still need improvement. Advertising market in China, the first is still living in radio and television media advertising revenue.

But from the penetration point of view, the Internet advertising market share was significantly lower than the penetration rate of Internet users, indicating that there is a large gap and potential. Media value from the point of view, take the first impact of the media is transformed from TV to the network. When this transformation is achieved, most advertisers rational decision-making is the largest advertising from the past to a new channel on the first major channels, like turning to the Web from a newspaper that, because corporate decision-making ads is largely a zero-sum game.

So the newspaper is not only worrying, worrying will be the next television, as I said, this is a brutal zero-sum game. Look at the hot e-commerce market the last two years, is an obvious miniature.

Once a solid brand, manufacturers began to demand higher prices, and subsequently more profits, more profits and then used to buy more ads. It is a cycle, and soon will be able to establish a symbiotic ecosystem, which in the CCTV auction prime advertising time and the cycle repeated. Consumers now have a habit that I believe TV ads boast of the quality of products, so they always come to know through television products. Money squeeze into brand advertising channels, but no profit at all.

But are there any eco-system life, the popularity of the Internet to television audiences are left, corporate marketing staff will suddenly find a huge one day, spend much of the advertising spending has little effect, too late by then, companies will pay a heavy price.

In fact, the more important not just realize that television-industrial complex is about to collapse, but also know the impact of television advertising and marketing on the Internet in the rules of the game are very different. For example, the old rules of the past is to create a safe, ordinary products, and spare no effort to do advertising; new rules is to create a distinctive, unique products, to find the right target group.