In 2004, the most widely used forms of online advertising were long banners and large-size advertisements, accounting for 32%; Followed by ordinary button advertisements, accounting for18%; Ordinary web advertisements accounted for 13%, ranking third. The survey report of iResearch also shows that 75% of users will click after browsing online advertisements. 30% users tend to click on online advertisements, and 23% users tend to have pages with interactive functions such as Flash games. And 64% users think that the most attractive form of online advertising is online advertising in the form of pictures, followed by classified advertising, Sohu engine advertising, text link advertising, e-mail advertising and other advertisements. Users think that the most attractive form of online advertising in the form of pictures is video advertising, with a support rate of 30%, followed by large-size advertisements 17%, traditional banner advertisements 16%, suspended advertisements 15%, pop-up advertisements1%,and so on.
At the same time, however, we also notice that in the statistical survey of Internet development in China, pop-up advertisements are the most offensive aspect to the Internet, second only to network viruses, and then to network intrusion attacks. Both network viruses and network intrusion attacks can be regarded as serious violations of internet computers, while pop-ups and spam mainly increase users' troubles before they are disgusted.
At present, more than 600,000 enterprises in China have used or are using search engines for online marketing, which is far greater than the number of more than 4,000 online advertisers who put advertisements on mainstream online media. In the survey, when users answered "the biggest question when searching for information on the Internet", "too much duplicate information" occupied the first place with the proportion of 44.6%.
Compared with the recent survey results, it can be seen that obtaining information has always been the main purpose of internet users, but its proportion is gradually decreasing. The proportion of Internet users who mainly surf the Internet for leisure and entertainment has steadily increased, and in this survey, the proportion of Internet users who mainly surf the Internet for information has exceeded for the first time. Leisure and entertainment have become the main purpose of internet users.
Under such circumstances, online advertising must also conform to the situation and pay attention to improving the acceptance and goodwill of the audience, rather than excessively pursuing compulsory attention. Otherwise, the "advertising effect" that advertisers are most concerned about is out of the question. Although limited by technical conditions, we still see the emergence of new forms of online advertising, and rich media video advertisements with wonderful creative performance are accepted and loved by more and more netizens, and some of them are even widely circulated. Perhaps, the new online advertising that meets the psychological requirements of the audience should become the most valuable "gold mine" in the field of online advertising.
(Source: iResearch, CNNIC)
At present, in addition to CPM and CPA, there are two important indicators for domestic advertisers to measure the effectiveness of Internet advertising-CPC (cost per click) and CPT (time cost per advertising space, such as days and hours).
Through the click-through rate and click-through rate of CPC, advertisers can clearly understand how much publicity effect their online advertisements have brought, which greatly meets the needs of advertisers for advertising effect evaluation.
And CPT (the time cost of each advertising space, such as package times, package times, etc. ) is the dominant charging form of Internet advertising in China at present. CPT is the continuation of the traditional media advertising purchase mode, which makes the charging mode of online advertising more consistent with the traditional media purchase mode. Advertisers can choose specific advertising space according to their own needs and carry out targeted publicity in a specific time period. In other words, CPT can be technically regarded as a variant of CPM to adapt to the convenience of domestic advertisers in advertising purchase. However, because the recordable advertising effect of online media is different from that of traditional media, CPT cannot accurately reflect the advantages of the Internet in measuring advertising effect.
Because major media have been unable to publish the daily page views and unique users of their different pages in real time, advertisers can only predict the advertising effect according to the data published by the media. This evaluation method is difficult to reflect the accuracy and real-time performance of Internet advertisements, and only estimates the number of users and the corresponding expenses that advertisements can reach according to experience. At the same time, a more and more obvious trend is that with the constant change and increase of media page visits, the media lacks powerful third-party data to prove the accuracy and reliability of this page visit increase to advertisers, and can only passively adjust prices every six months or every year to increase revenue.
CPT has been used for several years, and advertisers gradually find this form of charging unconvincing. In other words, advertisers need to analyze the effect of Internet advertising more and more systematically, and the customer service staff of online advertising agencies have the deepest understanding of this change. In the monitoring and forecasting data and reports of Internet advertisements, in the past, the customer service staff only provided CPC (advertising click cost), but obviously, the advertising click rate is not the only indicator to explain the advertising effect. For an enterprise whose advertising purpose is to establish a brand, the advertising expenditure and users' impression of advertising brought by the advantages and disadvantages of advertising location and advertising language are its ultimate demand, which is equivalent to the demand for the effect of traditional media notification. In the past 2004, in order to meet the needs of these customers, many online advertising companies also evaluated CPM (thousand impression cost) as an advertising effect. In fact, in the immature domestic online advertising market, CPM, as a form of charging, has not been accepted and understood by domestic advertisers. On the one hand, the charging method of CPM is very different from the traditional way of buying a package. On the other hand, because the authoritative third-party monitoring system has not been widely used, CPM has not gained enough credibility. This situation still exists at present, but it is expected to change. With the intervention of authoritative research institutions, CPM can at least be provided to advertisers as an indicator of advertising effectiveness monitoring.
The actual needs of advertisers and the significance of post-click behavior analysis
Advertisers are not satisfied with having CPM and CPC, and have accumulated more interactive needs in continuous marketing promotion. They want to know who cares about their products and services, where consumers are, what their habits are, what parts of products and services consumers care about, why consumers don't buy them, what is the purpose of consumers participating in brand activities, and so on. Advertisers want to know the whole thinking and behavior characteristics of consumers from cognition to purchase, as well as the characteristics reflected by consumers in the whole marketing process, and hope that these analyses can guide the improvement of the marketing system. Unfortunately, no media can achieve this in the past, but advertisers know that the Internet should help them achieve this.
Internet is an interactive media and the realization of peer-to-peer publicity. This communication feature makes the promotion of the Internet not only stay in the impression of advertisements (users passively see advertisements) or click advertisements (users actively click advertisements), but also penetrate into the whole marketing process of enterprises, which is realized by understanding the behavior of users after clicking online advertisements. At present, some agencies have developed corresponding products for these needs of advertisers.
Simply put, the indicator of user's behavior analysis after clicking online advertisements is CPA (cost of effect), in which "action" can be defined by advertisers, such as cosmetics companies can be defined as trial, bank advertisers can be defined as credit card applications, sales companies can be defined as purchases, online media companies can be defined as registrations, and e-commerce companies can be defined as page views. When evaluating the advertising effect, the definition of "action" can be varied. For example, we can define four behaviors: page arrival, registration, viewing the number of pages and purchase. We can comprehensively analyze the advertising effect according to the probability of conversion to customers, so as to know who the advertising affects, whether these people are really interested in products, what products they are interested in and what products they usually buy. By analyzing a series of indicators, advertisers' advertising plans can be optimized.
Comprehensive measurement of online advertising value
Neither CPA, CPC nor CPM can accurately reflect the true value of online advertising, but when advertisers or advertising companies make clear the evaluation system of their advertising effect, such as mainly considering the transmission of advertising information or the improvement of direct sales effect, etc. , they can comprehensively evaluate the effect of integration. So the best way to measure the value of online advertising is CPM, CPT, CPC and CPA. Advertisers are more and more smart to find that only by making full use of the interaction between Internet advertising and Internet marketing is the true meaning of Internet promotion, which also puts forward higher requirements for online media, online advertising agencies and even online marketing planning consulting companies.
At present, in addition to CPM and CPA, there are two important indicators for domestic advertisers to measure the effectiveness of Internet advertising-CPC (cost per click) and CPT (time cost per advertising space, such as days and hours).
Through the click-through rate and click-through rate of CPC, advertisers can clearly understand how much publicity effect their online advertisements have brought, which greatly meets the needs of advertisers for advertising effect evaluation.
And CPT (the time cost of each advertising space, such as package times, package times, etc. ) is the dominant charging form of Internet advertising in China at present. CPT is the continuation of the traditional media advertising purchase mode, which makes the charging mode of online advertising more consistent with the traditional media purchase mode. Advertisers can choose specific advertising space according to their own needs and carry out targeted publicity in a specific time period. In other words, CPT can be technically regarded as a variant of CPM to adapt to the convenience of domestic advertisers in advertising purchase. However, because the recordable advertising effect of online media is different from that of traditional media, CPT cannot accurately reflect the advantages of the Internet in measuring advertising effect.
Because major media have been unable to publish the daily page views and unique users of their different pages in real time, advertisers can only predict the advertising effect according to the data published by the media. This evaluation method is difficult to reflect the accuracy and real-time performance of Internet advertisements, and only estimates the number of users and the corresponding expenses that advertisements can reach according to experience. At the same time, a more and more obvious trend is that with the constant change and increase of media page visits, the media lacks powerful third-party data to prove the accuracy and reliability of this page visit increase to advertisers, and can only passively adjust prices every six months or every year to increase revenue.
CPT has been used for several years, and advertisers gradually find this form of charging unconvincing. In other words, advertisers need to analyze the effect of Internet advertising more and more systematically, and the customer service staff of online advertising agencies have the deepest understanding of this change. In the monitoring and forecasting data and reports of Internet advertisements, in the past, the customer service staff only provided CPC (advertising click cost), but obviously, the advertising click rate is not the only indicator to explain the advertising effect. For an enterprise whose advertising purpose is to establish a brand, the advertising expenditure and users' impression of advertising brought by the advantages and disadvantages of advertising location and advertising language are its ultimate demand, which is equivalent to the demand for the effect of traditional media notification. In the past 2004, in order to meet the needs of these customers, many online advertising companies also evaluated CPM (thousand impression cost) as an advertising effect. In fact, in the immature domestic online advertising market, CPM, as a form of charging, has not been accepted and understood by domestic advertisers. On the one hand, the charging method of CPM is very different from the traditional way of buying a package. On the other hand, because the authoritative third-party monitoring system has not been widely used, CPM has not gained enough credibility. This situation still exists at present, but it is expected to change. With the intervention of authoritative research institutions, CPM can at least be provided to advertisers as an indicator of advertising effectiveness monitoring.
The actual needs of advertisers and the significance of post-click behavior analysis
Advertisers are not satisfied with having CPM and CPC, and have accumulated more interactive needs in continuous marketing promotion. They want to know who cares about their products and services, where consumers are, what their habits are, what parts of products and services consumers care about, why consumers don't buy them, what is the purpose of consumers participating in brand activities, and so on. Advertisers want to know the whole thinking and behavior characteristics of consumers from cognition to purchase, as well as the characteristics reflected by consumers in the whole marketing process, and hope that these analyses can guide the improvement of the marketing system. Unfortunately, no media can achieve this in the past, but advertisers know that the Internet should help them achieve this.
Internet is an interactive media and the realization of peer-to-peer publicity. This communication feature makes the promotion of the Internet not only stay in the impression of advertisements (users passively see advertisements) or click advertisements (users actively click advertisements), but also penetrate into the whole marketing process of enterprises, which is realized by understanding the behavior of users after clicking online advertisements. At present, some agencies have developed corresponding products for these needs of advertisers.
Simply put, the indicator of user's behavior analysis after clicking online advertisements is CPA (cost of effect), in which "action" can be defined by advertisers, such as cosmetics companies can be defined as trial, bank advertisers can be defined as credit card applications, sales companies can be defined as purchases, online media companies can be defined as registrations, and e-commerce companies can be defined as page views. When evaluating the advertising effect, the definition of "action" can be varied. For example, we can define four behaviors: page arrival, registration, viewing the number of pages and purchase. We can comprehensively analyze the advertising effect according to the probability of conversion to customers, so as to know who the advertising affects, whether these people are really interested in products, what products they are interested in and what products they usually buy. By analyzing a series of indicators, advertisers' advertising plans can be optimized.
Comprehensive measurement of online advertising value
Neither CPA, CPC nor CPM can accurately reflect the true value of online advertising, but when advertisers or advertising companies make clear the evaluation system of their advertising effect, such as mainly considering the transmission of advertising information or the improvement of direct sales effect, etc. , they can comprehensively evaluate the effect of integration. So the best ways to measure the value of online advertising are CPM, CPT, CPC and CPA. Advertisers are more and more smart to find that only by making full use of the interaction between Internet advertising and Internet marketing is the true meaning of Internet promotion, which also puts forward higher requirements for online media, online advertising agencies and even online marketing planning consulting companies.