End of article 253 million Chinese Internet users behind Internet advertising

By the end of June 2008, number of Internet users in China reached 253 million, substantially more than for the first time United States, Internet users scale leapt to first place in the world. Chinese Internet users have access to broadband in ratio of 84.7%, number of broadband users had reached 214 million people, scale of broadband Internet users first in the world. Do these numbers look very exciting on the surface, but 253 million was only numbers on the scale of Internet users, China's application to enter the mature stage of the Internet still has a long way to go. Also precisely because of the Internet has not yet matured, which contains a lot of opportunities for entrepreneurship and development. Most basic core of the Internet industry is the business model of Internet advertising, most promising is recognized by the China Internet advertising in traditional industries in recent years, driving the rapid development of the Internet industry, and many enterprises have been aware of the importance of Internet advertising and marketing, business behind that's 253 million Internet users see the charm of online advertisement market.

In 2008 the worldwide economic crisis continued to spread, core revenue source of online advertising as the Internet matured, its development remains so much concern in the industry. Even though online advertising in 2008 under the influence of the financial turmoil in the world, still difficult to inhibit their popular momentum of development. Obvious in China, efforts in that confrontation with the Chinese companies avoid financial turmoil are closely linked. From the coast survey in the contraction of overall advertising situation, people in the industry of network marketing market growth remains optimistic. 35.4% of respondents think 09 China online marketing market size and growth rate of between 11-30%, and another 19.7% of respondents believe that the growth rate will reach 31-50% and ratio of respondents think that growth rate is lower than 10% is 16.7%. The survey shows the 2008 year's advertising market although with objective factors external, but did not due to the setback in economic crisis and bearish on the 2009 Internet advertising market.

China enterprise network advertisement cost only 5% per cent of the total advertising budget or less, and United States companies higher percentage of more than 1 time. Relevant reports, network advertisements market size 3.344 billion yuan in the third quarter of this year, rose 19.1%. This growth increases than television, newspaper, magazine advertising high-more than 1 time. From this analysis, we can see that, because of China's Internet no into the mature period, is in its infancy high-speed development period, basically not been much of an economic crisis, as companies are looking for more cost effectiveness of products promotion, which gave rise gradually in China's online advertising may become a benefit because of the sharp slowdown in the economy as a whole network of market development opportunities. Chinese Internet users increased gradually become a reality, places in the Internet will be the consumer set. This means that even if the advertising industry this big cake temporarily reduced enterprises put in the budget would not affect the company put on the reduction in the number of Internet advertising.

Faced with the increase in the number of Internet users, how Internet users are broken down, and for the breakdown of the audience to provide more accurate Internet advertising content, is an Internet advertising model of the key points. Report shows Baidu, Google, search engine marketing platform, due to its precision placement of ads, placement fee is relatively low and high evaluation of the effects of advertising, making it in terms of price/performance, evaluation has a strong competitive advantage, thus becoming the most advertising value in the eyes of the industry networking platform. IResearch survey: industry believes that network platform with the highest investment value are: search engine 36.4%; vertical media 21.6%; comprehensive portal 17.1%; client 11.5%; blog communities 7.2%; mailbox 3.6%; other 2.6%, can be seen from this report searches account for the largest share, vertical media second 21.6%. From this report, the most worthy of Zhou Xinning concern of course is the vertical media the market, believe that vertical media beyond the search engine market in the future; sounds alarmist, but this trend will certainly be the case. First search engine advertising to face false advertising media platform for the consumer confidence down, ads and advertisers both immediate feedback level decided to advertisers when you select the media to become a primary assessment standards, the effect has become advertisers promote products an important reference. Vertical media future to go beyond search, seen from the report in 2008 have been slightly obvious sign. Vertical media combined method of advertising strategy, media, advertising evaluation criteria will be further optimized in this context, more advertising marketing theory and application of innovation was born.

According to AC Nielsen released market research reports 2008 China online advertising placement in the first half amounted to $ 5.4 billion, increase of 35.7% over the same period last year, showing a momentum of high growth has been the focus. Baidu Union, Union, Ali Google mother, publicity media, millions of divisions, Yi Tian, Thunder, and so on more than a total of more than 300 ads Union from the flexor of, I believe that many people in the industry cannot turn a blind eye! These ads union leader will represent China Internet advertisement over the coming years, accompanied by a growing number of Internet users, driven by growth in Internet advertising, China will appear more professional, subdivision of vertical Web sites, rich media resources, this is advertising Union mentioned above. Its mode of operation and the search and portals have a large difference is that: Union platform as long as these advertisements can be directly put ads on any media, without any limitations. Way whether it is put in the model, put price, put in accurate, put in the time, and so on is the most flexible and easiest. Is also most critical advertising platform for advertisers and media effects of balance, both to meet media needs and meet the costs of advertising effects, achieve the extension of life-advertising, this is the essence of advertising the most. Can forecast whether the portal or search, to occupy China's advertising market, you must sweep the ads Union, by means of acquisitions or mergers and acquisitions, just under grow its advertising market share. 2008 is about the past, 2009 Internet advertising market will also be VC between this block, it depends on who should start first. No media coverage, and the crowd, influence is limited, industrial advantages of the play to their strengths to attract others compensate for their shortcomings is the best approach to development.

China's advertising industry for ten years to maintain high growth, it has been said that adjustment may face in 2009, Zhou Xinning don't think 2009 will face adjustment will only continue to rise, but one thing is the way advertising is quietly changing. For Internet media of China, we can put it to a hard disk, to optimize defragmentation, the better, the greater media resources, drop of water into the River, no matter what kind of water quality, as long as full cleaning, will be able to use. Different customers put in the same ad location, advertising purposes under different circumstances, put on the effects of different ads right on how to better achieve the desired results, is part of the deep future advertising rules, are also important issues for 2009 network advertising needs to change. (Author: Zhou Xinning)