Online advertising industry is facing growing pains

a, observe

when people are accustomed to the Chinese ICP, ISP in the operation of the dilemma attributed to the immaturity of online advertising, I do not know the development of online advertising industry is also facing a lot of growing pains". This emerging industry needs to grow up with ICP, advertising agencies, advertisers, the audience, but also calls for the maturity of the environment and more people’s attention. The focus of this issue please see –

advertising price:

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interview process is very easy to get a few ICP advertising quotes. However, with the "find you" Internet Co., Ltd. Mr. Liu Wenkai said, "this is a huge difference with the actual turnover". At present, in China, whether a ICP site is well-known, maintain a good understanding in pricing, the general form of Web network advertising 486 × 60 banner CPM is 30USD, the other way is the price of the same. However, the ICP’s sales staff to be able to pull customers, increase the volume of business, in a time when customers often recount, price discount is one of the main forms of.

careful analysis, will feel worried. For customers, the price of 30USD/CPM is certainly not acceptable, inexpensive things are yearning. However, the difference between the price and the actual price is too large, how to make customers feel at ease? In the words of a person in the industry, even if you have a few heavy price discounts can not be low, but the customer may think there is room for price cuts. At the same time, customers will also leave a bad impression on the entire network advertising industry, that the existence of such price competition is certainly not mature industry."

for a growing industry, with lower threshold to more advertisers to try the opportunity and courage should be reasonable. At present, the network advertisement price is not conducive to large quantities of advertisers to enter the market, especially small and medium-sized enterprises will be excluded, but should not be this vicious competition "shadows", starting from the ICP of their actual situation, determine the more accurate network advertising prices, customers should be through advertising for discount.

if the paper media means luxury and waste, Internet is full of efficiency and economy. We would like the ICP from the long-term interests, so that more people have the opportunity to network advertising.

advertising creative:

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according to the euro RSCG Mr. Lv Yong introduced last year, China’s Internet advertising click rate was about 3%, and this year is less than 2%. This is falling faster than the United states. Of course, a lot of reasons, but the limitations of creativity is certainly one of the important reasons.

the current form of online advertising in China is nothing more than "banner advertising (banner)" and "icon (icon or button)" and so on, and each page can be provided by the advertising location >

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