2009 online advertising market analysis report?

Analysis and Research on Advertising Simulation

Analysis and Research on Advertising Simulation

In recent years, China's online advertising (web advertising) expenditure has increased geometrically, and the development momentum of online advertising is still strong. However, at present, the internet penetration rate in China is low, and the main body of internet users 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.

In this paper, the interactive entertainment network of fantasy games is taken as the research object, and the way and effect of launching are analyzed in detail. Finally, weigh the benefits and choose an adaptive advertising program.

First, introduce the research sample.

(1) Introduction of online advertising types

A. Banner ads (banners)

This is the most traditional form of advertising on the Internet, and its image characteristics have long been deeply rooted in people's hearts. Banner ads are usually placed at the top of the page, and they catch the eye of online visitors first. Banner ads with excellent creativity play an important role in establishing and enhancing consumers' brand image. At present, banner advertisements can be made by various technologies, such as HTML, FLASH, DHTML, JAVA and so on. Standard size: 468*60px

B. Banner ads

The size is 778* 1 10 pixels, which runs through the page. This kind of advertising form is large in size and strong in visual impact, which can leave a deep impression on network visitors. Especially suitable for event information release, product promotion, celebration, etc.

This kind of advertisement is not only large in size, but also looks like a small website if some "message units" are added to the advertisement. Using the popular Flash technology, several vivid pictures will be generated and used in these "message units", so that users can watch more news directly by clicking on advertisements, thus avoiding the trouble of linking to other places.

C. button advertisement (button)

It looks like a button, hence its name, which is one of the traditional forms of advertising on the Internet. Small size, generally placed on the left and right edges of the page, or flexibly inserted in the middle of each column. At present, dynamic GIF or FLASH buttons are often used to advertise, leaving a good reputation of "pouring pearls of all sizes into a plate of jade", which is widely used by advertisers because of its low cost and good effect. Standard size: 120*60px

D. Floating advertisements

As the name implies, this is a form of advertising that floats along a certain trajectory on the page. Compared with the traditional form, its special form of expression can gather the eyes of network visitors and make the influence of advertising deeper. This kind of advertisement has many forms: (1) It floats along a fixed curve; (2) It floats up and down in a straight line as netizens drag the scroll bar of the browser. This kind of advertisement breaks through the traditional advertising formula, is no longer fixed in a certain designated position, but moves with the mouse dragging, and the ingenious design will meet the demand of increasing advertising exposure without hindering the browsing of netizens.

E. Two kinds of vertical advertisements

This is a new advertising form in Internet field, which has been confirmed by IAB. Due to different widths, there are two different forms. Such advertisements are usually placed on the left or right side of the page to meet the requirements of advertisers' big exposure, and at the same time, respect the browsing habits of netizens as much as possible.

The new advertising form is larger than the previous one, giving people more room to play. Secondly, two vertical "rectangular" advertisements allow customers to easily use different advertising ideas. At the same time, with the use of new technology, more information content is carried between blocks.

F. Rectangular advertisements

This is a form of advertising with a sharp increase in sales at present, also known as "picture-in-picture" advertising. It is usually embedded in the inner pages of articles such as news or special reports, surrounded by words, and visitors usually pay attention to related advertisements when reading words. At present, this kind of advertisements are usually made by FLASH technology, which endows print advertisements with more information connotation, interactive functions and multimedia characteristics, and makes "advertisements also entertaining".

G. pop-up window

Open Yantai University students' online homepage, pop up a small window, and attach simple and clear text and picture information to the exquisite small window webpage, and you can get the highest popularity and brand of products. The click rate of pop-up window is basically the same as that of autumn tide.

(2) the payment method of online advertising

Pay according to the number of times the advertisement is clicked.

Pay according to the number of times the advertisement pops up.

Pay according to the number of times the advertisement is displayed.

Pay according to the number of guidance results.

Pay according to the number of times the advertisement is clicked.

Charge according to the installed quantity.

(3) Select 163 as the specific analysis object.

1) Netease mailbox shading advertisement, navigation shading: 163 mailbox all pages.

Drop location: 163 E-mail folder page.

Features:

① Ultra-high exposure: Netease 163 mailbox has 80 million registered users, more than 7 million independent users use Netease free mail service every day, Netease 126 mailbox has 35 million registered users, and more than 265,438+10,000 independent users use Netease free mail service every day.

② Extra large exposure area: Design the brand image or product content as email basemap, which is equivalent to full-screen advertising effect.

(3) High acceptance of advertisements: the advertisements are beautiful and do not interfere with users' sending and receiving emails, thus greatly reducing users' aversion to advertisements.

2) Netease Pass Login Page Advertisement

Place of delivery: Netease Pass login success page. Netease Pass is a tool for Netease website to authenticate user identity. After authentication, users can freely use various products: communication (SMS, MMS, WAP, email, bubble, community, chat, making friends), entertainment (Fantasy Westward Journey, Odyssey II, dating, making friends, love me, girls) and services (search, personal, space, free domain name, etc.

Features:

① Ultra-high exposure: Netease has 240 million registered users, 50 million daily users and 5.6 million independent users.

(2) Good advertising environment: the pass page has no other picture content except the customer's advertisement, and the information interference is small; Compared with other pages of the website, the advertising environment is quite good.

③ Large area exposure: 755×50 large banner size, visual center of the page.

3) Netease looks at the advertisements in the back column.

Advertising location: Netease homepage or the homepage of each channel.

A. Netease homepage quotation

B. Schematic diagram of advertising area

Features:

① Large exposure area: 750*400 is almost the size of a full-screen advertisement, giving brand advertisements more creative space.

② Good advertising environment: advertisements pop up at the back of users' browsing pages, which does not affect users' normal browsing; While ensuring a good user experience, the concise advertising environment also enhances the acceptance of advertisements by netizens.

4) Netease homepage crazy advertisement

Location: Netease homepage,

Schematic diagram: same as above.

Features:

① Ultra-high exposure: the average daily page view of Netease homepage exceeds 30 million.

② Strong expressive force: Combining with the structure of Netease homepage, we can customize the creative expression for customers and give the brand creativity the maximum expressive space.

Secondly, the research object "fantasy game interactive entertainment" is introduced.

Through the analysis of the case of 163, this part gives the promotion suggestions and implementation scheme of the interactive network of dream games.

1) The following methods are recommended.

A. Add a text advertisement or a picture advertisement on the website, and pay by click.

This kind of advertisement is suitable for text link advertisement and has the least interference to the audience. The arrangement of advertising space is very flexible, and it can appear anywhere on the page, whether vertical or horizontal. Each line is an advertisement. Click on each line to enter the corresponding advertisement page. This works well. It is easy to catch the target users.

B choose e-mail to advertise and pay according to the number of guidance results.

E-mail is the most commonly used internet tool for netizens. Less than 30% of netizens surf the Internet every day, but more than 70% of netizens use email every day. This is especially true for business managers.

E-mail advertising has the characteristics of strong pertinence (unless you spam at will), low cost and unlimited advertising content. In particular, it is highly targeted and can send specific advertisements to specific people, which is beyond the reach of other online advertising methods.

E-mail advertisements generally adopt text format or html format. Usually, "html" is used, that is, an activity page is embedded in the email, and activities, gifts and functions are used to induce registration to enter the website and eventually become our users.

C. network alliance, content cooperation between websites. (This is the way for * * * to win, which is generally free.)

A promotion alliance formed to promote a product or service can also discuss and exchange a certain theme, such as a design alliance and a game alliance; You can also enjoy resources, such as teachers' union, advertising alliance. Have the same goals, hobbies, complementary advantages and complementary resources. It is difficult for the website to fight alone in the early days, and it is impossible to compete with large websites. Entering the website alliance can reduce the pressure of large websites on themselves.

Our website can join an entertainment website alliance. We have a magical kitchen to share with other websites, and other websites also have their resources to share with us, including netizens. A team composed of many individuals, units and even standardized functional modules.

Three. abstract

The above three ways are more suitable for the present situation of our company, and it is more suitable for the promotion of dream games to choose these three ways based on the existing human resources and promotion costs.

Points to note:

① Set aside a certain test time. Due to the high technical content of online advertising and many related links, in order to avoid undue errors in advertising, we should test before advertising: whether the advertising is played normally, whether the advertising link is correct, whether the database works normally, and whether the advertising monitoring system can make statistics normally to ensure the normal advertising.

② the replacement of advertising creativity. If the same advertising idea is put into use for a long time, it will cause fatigue of netizens and decrease the number of clicks. It is recommended to change your mind every two weeks. However, if it is the promotion of a new brand and wants to enhance brand memory, we can adopt the same idea, fix advertising space, put it in for a long time, and cultivate users' browsing habits.

③ Necessary delivery management and optimization.

A) Test ideas before launch, especially for large-scale launch;

B) Establish necessary backup plan at the beginning of advertising to ensure replacement and compensation when advertising effect fluctuates;

C) Conduct detailed traffic detection on the activity websites, and objectively evaluate the exposure and audience action quality contributed by different media combinations.

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