Recently, we have noticed that many websites' business plans include selling online advertising space services. However, a website with a high number of visitors and a target audience may not necessarily get ideal online advertising revenue. This paper mainly introduces the ten steps of formulating online advertising strategy, hoping to help everyone.
Let's take a look at the recent trend of online advertising:
The click-through rate of logo advertising is declining. Therefore, websites need other forms of advertising besides logo advertising, and formulate reasonable online advertising strategies to increase the click-through rate.
Facing the current situation of online advertising, look at your business plan and seriously consider the following questions:
Can you meet these basic requirements? Is there a feasible network advertising strategy plan for receiving advertisements? Do you know all kinds of online advertising models and pricing methods? Do you have your own sales team? Do you know the cost of selling advertisements?
if your answer is no, here are ten steps to make an online advertising strategy, which can be used as a reference.
(1) Analyze competitors' data. First of all, investigate how competitors locate their advertisements. We should not only know the relevant information on competitors' home pages, but also know the information on sub-pages. At the same time, we should not ignore the tracking research on logo advertisements and text links, the status of sponsors and email addresses. It is also necessary to understand and pay attention to some websites that are not direct competitors but provide interesting advertising models.
(2) Identify "hot spots" on the website. Put yourself in the position of potential customers. What is the most attractive part of your website? How much will you pay for these "hot spots"?
a good way to measure these "hot spots" is to look up the log files to see which pages get the most impressions. Most media buyers won't buy website advertisements unless you can guarantee how much money you can get (surprisingly, many websites can't provide this information).
(3) determine your logo advertising standards. Study all possible logo advertising sizes/types that your website can provide. Generally speaking, the most commonly used sign advertisement sizes (width x height, in pixels) are 468X61, 125X125, 234X61, 121X61 and 88X31. In addition, if you don't want to make the website dazzling, using static advertising is an ideal network advertising strategy.
(4) Study the feasibility of mailing list. At present, Email sponsorship is a popular means in online advertising.
(5) advertising pricing. The price should be based on supply and demand. Some technical websites may cost $111 per CPM because they directly affect the main target audience, while those websites with mass and non-target audience may only cost $2 per CPM.
Therefore, different websites have great differences in advertising pricing. The main differences are: the environment or industry in which they are located; Website brand awareness; And the practicality of advertising, according to different situations, online advertising strategies should be different.
(6) Provide advertising packages. Media buyers like the website to display all the advertisements in a centralized way, because it is difficult for advertisers to find out all the advertising positions on the website. If all advertising forms are concentrated in the form of package, it will be very attractive to customers.
(7) allow third-party advertising services. It is very important for websites to allow customers to use all their own third-party advertising services. The most common third-party advertising services are Doubleclick, AdKnowledge, and AdForce.
(8) deal with unsold advertising space. I saw a statistic that 75% of online advertising space is idle, and there are some ways to avoid losing advertising revenue.
You can consider joining the advertising information network, which accounts for most of your total advertising and sells advertisements for you every month. The best way is to investigate and compare advertising information networks extensively according to the impact on your advertising revenue, and then formulate online advertising strategies.
(9) Pay close attention to tracking/optimization technology. Most large websites use some advertising circulation software to control all advertisers. You need to provide a complete advertising service system, allowing you to upload advertising patterns, set the start and end dates of advertising activities, and provide customers with a complete report at the end of the month.
(11) organize sales force. You need competent salespeople who know both your website and competitors, and you also need some online media tools that are helpful for business development.
please remember: it is impossible for media buyers to spend a lot of time reading many news, visitors' comments and other articles about your website, so it is very important to clearly announce your charging standard and contact information in a prominent position. At the same time, don't forget any publicity opportunities offline, including everything in the toolbox, T-shirts and even slogans posted by salespeople on the bumper of cars.
listen to potential customers: what kind of advertisements do they seek? What part of the website are you most interested in? What can promote the purchase? The voice of customers is the best information source to expand advertising sales revenue, which helps you to formulate online advertising strategies.
remember that the successful sale of advertising space requires the investment of human resources and technology.
on the supervision of online advertising
Abstract: With the rapid development of the Internet, online advertising is particularly important in today's society. Indeed, it has played a huge media and propaganda role in the rapid development of the network economy, but the form and content of online advertisements are mostly inconsistent with the current laws and regulations, especially the false online advertisements have seriously affected social stability and are in a flood trend, which has deeply affected consumers and network users and strongly reflected from all walks of life. However, the supervision of online advertising in China's current Advertising Law is basically not involved. It can be seen that how to guide online advertising to develop in a standardized, orderly and healthy direction is an urgent problem for us at present. Based on this, this paper intends to make a superficial discussion from several aspects: why to supervise, where to supervise and how to supervise online advertising.
keywords: online advertising; Supervision
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On the core competitiveness of online advertising
Abstract The network is a highly integrated medium of mass communication and interpersonal communication, and online advertising is closely related to the development of e-commerce. Its core advantages are interactive communication mode, in-depth information service and flexible media strategy. It is the key to create a new situation of online advertising to make effective use of its advantages and deeply explore the interactive advantages of online communication.
keywords: core advantages, innovation and interactivity of online advertising
original link: /Html/dzsw/153938965.html
status quo and future of online advertising
Abstract In recent years, the expenditure of online advertising in China has increased geometrically, and the development momentum of online advertising is still strong. However, the current penetration rate of Internet in China is low, and the main body of online crowd is not the main body of purchasing power, which affects the effect of online advertising. With the passage of time and the advantages of online advertising, people will gradually get used to online advertising, which has a bright future. ?
keywords online advertising; Pop-up advertisement; COM company; Click rate?
original link: /Html/dzsw/153831722.html
on the regulatory countermeasures of online advertising
with the rapid rise of the internet and the rapid development of online media, online advertising is affecting and changing people's life forms, and at the same time it is driving the growth of online advertising industry? The so-called online advertising, in layman's terms, refers to the process that advertisers use some websites with dense audiences or characteristics to place business information and set up links to a certain destination page? There are many forms of online advertising. As far as the application in practice is concerned, the main forms of online advertising are: Banner advertising (including banner? Button? Tonglan? Vertical edge? Huge, etc.)? Text link advertising? E-mail advertising? Spot ads (pop-up ads) and video ads? A huge radio advertisement? Other new advertisements such as page-turning advertisements?
the content of online advertisements is spread all over industries, mainly in IT? Internet service? Mobile communication? Traffic car? Real estate? Business? Finance? Retail? Travel? Entertainment and other categories? Online advertising has developed rapidly. According to the survey data of iResearch, the online advertising market in China in 2115 was 3.13 billion yuan, an increase of 77.1% over 2114? In 2116, the online advertising market in China (excluding the income of channel agents) will reach 4.6 billion yuan, an increase of 48.2% over 2115; By the year 2111, the market scale of online advertising in China (excluding the income of channel agents) is expected to reach 15.7 billion yuan? Online advertising revenue has become the main source of income for various websites?
original link: /Html/dzsw/153649318.html
Overview of online advertising research
[ Abstract] This paper introduces the current situation of online advertising application and its potential commercial benefits compared with traditional media advertising, summarizes the latest research progress of online advertising, and finally puts forward the future research direction in view of the shortcomings in online advertising research.
[ Keywords] network; Advertising; Research
The Internet has created unlimited business opportunities for people with its unique charm of spreading information across time and space, across regions and with pictures and texts. As early as the mid-1991s, researchers concluded that the Internet would become an ideal sales platform because of its interactivity, positioning in business and family, and the ability to deliver services similar to those of cable and telephone companies to consumers. According to analyst Morgan Stanley~, there are currently more than 751 million internet users in the world, which will increase by more than 15% every year in the next few years, and those leading internet companies will eventually get greater income growth.
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the evolution of online advertising
the rapid growth of netizens and the unique "technical" and "consumer goods" attributes of the Internet have made the Internet increasingly obscure by advertisers. Compared with traditional media, the Internet has more obvious advantages in IT, communication, automobile and other industries. According to iResearch data,
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It's not difficult to give you a complete paper, modify it yourself, and then arrange a version ~ ~ Let's divide it
How to innovate online advertising
Enlightenment from the success of American TWiT podcast advertising
In today's blog popularity, podcasts are not to be outdone. Just as a blog is a fool's version of
personal homepage, podcasting reduces the publishing technique of video and audio to zero, so that ordinary people can stand on the Internet stage full of infinite
possibilities and broadcast it. On the basis of accumulating a large number of registered users and originality, Podcast Network
began to try to take a real
qualitative step on the road of advertising revenue. Recently, Advertising Times magazine interviewed LeoLaporte,
president of This Week in Tech(TWiiT) podcasting company in the United States. As an iT company, one of the largest podcasting companies in the United States, he held the audience and advertisers tightly in his hands, and stood out among many broadcasting companies with a unique media cooperation model, earning $2 million
in one year. The following is an analysis of iT companies,
which may provide reference for domestic online advertising.
, the successful experience of TWiT Podcasting Company
TⅣiT, formerly known as Tech TV, is a podcast website co-operated by Leo
Laporte, Patrick Norton and John C．Dvorak, which mainly broadcasts weekly
news in the field of science and technology. TechTV was originally called ZDTV.
It was a cable network TV channel founded in 1998.
In 2114, the then renamed TechTV was dissolved. In October, 2115, LeoLaporte, the current president of the company, played conversation record with his former TEE for 21 minutes on his radio website. Unexpectedly, it achieved an unexpected
effect: TV viewers of TechTV were crazy about this
segment of conversation record, and a few months later, TwiT was born.
According to the statistics of Podtrac, which cooperates with them, T
has 511,111 listeners every month, and these listeners are
big software buyers, which is the most consumer group on the Internet. Up to now, TwiT has been ranked among the top 11 podcast websites in the United States, and earned $2 million in
revenue within one year. What magic weapon do they have?
1. Learn from the magazine advertising model and seek a way out
In order to survive, TwiT
learned from the magazine advertising model. On the website, listeners need to pay a sponsorship fee of $2 every
month to maintain the technical operation of the website, such as bandwidth, rent, equipment and other expenses; TwiT
uses advertising revenue as employees' salary; The remaining advertising revenue
is the company's profit. Technically, TwiT is supported by
AOL and Cachefly, and AOL gives them bandwidth support of
terra every day, which makes them feel comfortable in the face of these
huge challenges of network bandwidth.
2. Advertise for the target audience.
The audience of the website are all big software buyers, and they are the group that can spend the most on the Internet. In view of the composition of the audience,
TwiT takes advantage of the consumption habits of this online consumer group to attract Dell, T-Mobile and Visa to put advertisements on the website
, for example, there is a computer advertisement with Dell's pen
on the homepage of the website.
3. Considering the interests of both the audience and advertisers,
Take care of each other
"Maybe this is not only a hobby, but also a career for those who are
doing this job."
Leo thinks that the most important thing in website operation is to satisfy the audience and provide the greatest value to advertisers. He will consider whether the audience is satisfied with the advertisements on the website and whether the advertisers are satisfied with the website. There are not many advertisements on TwiT's website, and there are almost no advertisements in other fields except those related to science and technology. The audience of the podcast website is active, and they choose the information they want to receive, so the effect of the advertisement on the podcast website
will be more direct, and the audience will take the initiative to obtain the information transmitted in the advertisement and take the initiative to buy.
this pair of listeners