The so-called online advertising refers to the advertisements that are distributed on Internet sites and are based on digital codes.
In 1997, China’s online advertising achieved a zero breakthrough. In 1999, according to statistics from professionals, the revenue from online advertising reached 100 million yuan. The advertising industry even believes that Internet advertising will surpass the road signs and become the fifth largest media after the traditional four media (TV, radio, newspapers, magazines).
Compared with traditional media advertising, online advertising has many inherent advantages. The wide coverage of online advertising can spread advertising information all over the world through the Internet (whether it's rain or rain does not affect the effect) or spread around the world 24 hours a day, regardless of geographical restrictions or time constraints. The audience characteristics are obviously based on a survey conducted by the Shenzhen Hotline this year on some netizens. Among the netizens in Shenzhen, 93% are between 20 and 30 years of age, 85% are above 3,000 yuan monthly income, and the degree is undergraduate. The above accounted for 83%, and Dong Zhongyu, head of the marketing department of Shenzhen Wanye Information Network Co., Ltd., concluded that: "From these data, Shenzhen's netizens are a group with extremely high purchasing potential, and the audience base for online advertising is quite good. †Statistically good traditional media advertisements can only be unilaterally broadcast or advertised and cannot measure the effects of advertising. However, online advertising is different, whether it is the number of times an advertisement is exposed to the user's eyes or the number of times the user clicks on the advertisement to learn more details after the user has an interest, accurate record statistics can be made. Relatively low price It is said that the cost of one year's advertisement for a relatively large website in China is only used for one month in the newspaper, but only enough for one week on television.
On October 14, 1994, the earliest online advertisement appeared on the online version of the famous Wired magazine in the United States. The home page began to have advertising banners for 14 customers such as AT&T. Just three years later, by 1997, the total business volume of U.S. online advertising reached 906.5 million U.S. dollars. Although overall, the proportion of online advertising in the total category of advertising revenue is not large, but this data is of great significance to media professionals, because in the third year after the emergence of television media in this century, advertising With a total turnover of only 834 million U.S. dollars, in this sense, online advertising shows more vitality than TV advertising.
At present, the number of websites on Intetnet has reached several million. If the media is not advertised on the media (especially on the Internet), its website is bound to be swamped by the huge Internet. Therefore, the popularity of online advertising has become an inevitable trend. China's first commercial online advertisement appeared in March 1997, the dissemination site was Chinabyte, the advertiser was IBN (one for Intel), the advertising manifestation was an animated banner with 468×60 pixels, Intel Advertising and IBM were domestic Advertisers were first placed on the Internet. China’s online advertising has only reached a slight scale since early 1998, so the true history of online advertising in China is only two years. In 1999, "International Advertising" magazine and the Institute of International Advertising jointly conducted a survey on the Chinese advertising industry and found that 56.4% of advertising professionals are optimistic about Internet advertising. On the other hand, both the IT industry and the advertising industry will calmly tell you at the same time: "Do not rely on online advertising to feed you." According to a survey released by the relevant department in Shenzhen in early 1999, the amount of online advertising was less than one ten-thousandth of the total amount of advertising. The cold and hot two sets of data reflected a strong contrast. One industry figure explained this: This shows that although many people are optimistic about online advertising, they do not know how to enter. Since online advertising is a brand new form of advertising, both its Intetnet and its operating methods are unfamiliar to people. Another important reason is that online advertising management is not perfect. The country has not yet established regulations on online advertising. At present, there is no relevant department involved in management.
According to experts' predictions, after the online advertising has reached a mature stage, it should be able to reach a level of about 10% of the total turnover of category advertisements. This figure is still somewhat conservative, because from the current situation in the United States, online advertising has occupied 15% of the total advertising. An industry insider said with optimism that this area of ​​the Internet. Today, the United States is China’s tomorrow, and it can be said with certainty that the prospect of China’s online advertising is very promising.
Web Advertising Ten Form Banner Banner (Banner) The most common form of online advertising. Commonly used sizes are 486*60 (or 80) pixels (pixels). Image files are created in GIF, JPG, and other formats. Buttons are placed on web pages. There are four types of button advertisements commonly used in advertising: 125*125 (square buttons), 120*90, 120*60, 88*31 pixels, small in size, simpler in representation. Wallpaper wallpaper advertises the content of advertisements to be displayed by advertisers on wallpaper, and arranges on Interstitial Ads interstitial ads on websites with wallpaper content. Also known as bouncing ads, advertisers choose to insert a new window to display wide content before their favorite website or section.
Direct Marketing direct mail advertising, also known as mailing list advertising, uses the email list in the electronic publications service of the website to add advertisements to the publications subscribed by the readers and distribute them to the corresponding mailbox owners. The E-Mail e-mail ad ad format is mainly Banner. Most advertisements appear on websites that have free e-mail services and often appear on the home page of personal e-mails.
Sponsorships sponsored advertising is divided into three forms of sponsorship: content sponsorship, column sponsorship, and holiday sponsorship. Advertisers can choose their own interest in the content of the site and the website program for sponsorship.
Contests & Promotions Contests & Promotions Advertisers can work with websites to organize online contests or online promotions that they think are of interest.
Interactive Ganes interactive game advertisements can be displayed at the beginning, middle, or end of a page game, and an interactive game advertisement specifically tailored to the product can be tailored to the advertiser's product requirements.
Navigator navigation ads create navigation of their own websites on portal websites or other related websites.
(Jiang Weihua Wei)
Excerpt from China Computer News 2000/3/20 Issue 20
In 1997, China’s online advertising achieved a zero breakthrough. In 1999, according to statistics from professionals, the revenue from online advertising reached 100 million yuan. The advertising industry even believes that Internet advertising will surpass the road signs and become the fifth largest media after the traditional four media (TV, radio, newspapers, magazines).
Compared with traditional media advertising, online advertising has many inherent advantages. The wide coverage of online advertising can spread advertising information all over the world through the Internet (whether it's rain or rain does not affect the effect) or spread around the world 24 hours a day, regardless of geographical restrictions or time constraints. The audience characteristics are obviously based on a survey conducted by the Shenzhen Hotline this year on some netizens. Among the netizens in Shenzhen, 93% are between 20 and 30 years of age, 85% are above 3,000 yuan monthly income, and the degree is undergraduate. The above accounted for 83%, and Dong Zhongyu, head of the marketing department of Shenzhen Wanye Information Network Co., Ltd., concluded that: "From these data, Shenzhen's netizens are a group with extremely high purchasing potential, and the audience base for online advertising is quite good. †Statistically good traditional media advertisements can only be unilaterally broadcast or advertised and cannot measure the effects of advertising. However, online advertising is different, whether it is the number of times an advertisement is exposed to the user's eyes or the number of times the user clicks on the advertisement to learn more details after the user has an interest, accurate record statistics can be made. Relatively low price It is said that the cost of one year's advertisement for a relatively large website in China is only used for one month in the newspaper, but only enough for one week on television.
On October 14, 1994, the earliest online advertisement appeared on the online version of the famous Wired magazine in the United States. The home page began to have advertising banners for 14 customers such as AT&T. Just three years later, by 1997, the total business volume of U.S. online advertising reached 906.5 million U.S. dollars. Although overall, the proportion of online advertising in the total category of advertising revenue is not large, but this data is of great significance to media professionals, because in the third year after the emergence of television media in this century, advertising With a total turnover of only 834 million U.S. dollars, in this sense, online advertising shows more vitality than TV advertising.
At present, the number of websites on Intetnet has reached several million. If the media is not advertised on the media (especially on the Internet), its website is bound to be swamped by the huge Internet. Therefore, the popularity of online advertising has become an inevitable trend. China's first commercial online advertisement appeared in March 1997, the dissemination site was Chinabyte, the advertiser was IBN (one for Intel), the advertising manifestation was an animated banner with 468×60 pixels, Intel Advertising and IBM were domestic Advertisers were first placed on the Internet. China’s online advertising has only reached a slight scale since early 1998, so the true history of online advertising in China is only two years. In 1999, "International Advertising" magazine and the Institute of International Advertising jointly conducted a survey on the Chinese advertising industry and found that 56.4% of advertising professionals are optimistic about Internet advertising. On the other hand, both the IT industry and the advertising industry will calmly tell you at the same time: "Do not rely on online advertising to feed you." According to a survey released by the relevant department in Shenzhen in early 1999, the amount of online advertising was less than one ten-thousandth of the total amount of advertising. The cold and hot two sets of data reflected a strong contrast. One industry figure explained this: This shows that although many people are optimistic about online advertising, they do not know how to enter. Since online advertising is a brand new form of advertising, both its Intetnet and its operating methods are unfamiliar to people. Another important reason is that online advertising management is not perfect. The country has not yet established regulations on online advertising. At present, there is no relevant department involved in management.
According to experts' predictions, after the online advertising has reached a mature stage, it should be able to reach a level of about 10% of the total turnover of category advertisements. This figure is still somewhat conservative, because from the current situation in the United States, online advertising has occupied 15% of the total advertising. An industry insider said with optimism that this area of ​​the Internet. Today, the United States is China’s tomorrow, and it can be said with certainty that the prospect of China’s online advertising is very promising.
Web Advertising Ten Form Banner Banner (Banner) The most common form of online advertising. Commonly used sizes are 486*60 (or 80) pixels (pixels). Image files are created in GIF, JPG, and other formats. Buttons are placed on web pages. There are four types of button advertisements commonly used in advertising: 125*125 (square buttons), 120*90, 120*60, 88*31 pixels, small in size, simpler in representation. Wallpaper wallpaper advertises the content of advertisements to be displayed by advertisers on wallpaper, and arranges on Interstitial Ads interstitial ads on websites with wallpaper content. Also known as bouncing ads, advertisers choose to insert a new window to display wide content before their favorite website or section.
Direct Marketing direct mail advertising, also known as mailing list advertising, uses the email list in the electronic publications service of the website to add advertisements to the publications subscribed by the readers and distribute them to the corresponding mailbox owners. The E-Mail e-mail ad ad format is mainly Banner. Most advertisements appear on websites that have free e-mail services and often appear on the home page of personal e-mails.
Sponsorships sponsored advertising is divided into three forms of sponsorship: content sponsorship, column sponsorship, and holiday sponsorship. Advertisers can choose their own interest in the content of the site and the website program for sponsorship.
Contests & Promotions Contests & Promotions Advertisers can work with websites to organize online contests or online promotions that they think are of interest.
Interactive Ganes interactive game advertisements can be displayed at the beginning, middle, or end of a page game, and an interactive game advertisement specifically tailored to the product can be tailored to the advertiser's product requirements.
Navigator navigation ads create navigation of their own websites on portal websites or other related websites.
(Jiang Weihua Wei)
Excerpt from China Computer News 2000/3/20 Issue 20
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