Network advertising form
The main forms of online advertising at this stage are as follows:
1. Banner advertisements (including banners, banners, buttons, banners, full screen, giant, skyscraper advertisements, etc.). )
2. Text link advertising
3. E-mail advertising
4. Insert ads (pop-up ads)
5. Streaming media advertising
The main charging modes of online advertising at the present stage
At present, there are four main charging modes for online advertising: CPM, CPC, CPA and comprehensive charging according to location and advertising form.
stamp
Translated into the impression cost per thousand people, it is the charging mode calculated according to the number of plays. The computer displays advertising graphics or text, and every 1000 times is a charging unit. In this way, the calculation has a standard. For example, if the unit price of a banner is 50 yuan /CPM, you can get100x1000times if you invest 5,000 yuan in advertising. Compared with the general advertising investment, this method is an improvement, which can link advertising investment with advertising play. In CPM, the standards of impression are different, including page views and user sessions. The former is the number of visits, and the latter is the user's activity process. The number of views reflects how many people have visited your website, and the user session reflects how many people have visited this website.
The most direct benefit of this charging model is to link advertising with advertising objectives. CPM is one of the commonly used charging modes at present.
Click to enter
The charging mode of cost per thousand clicks is to calculate the cost according to the actual number of clicks. It is still in units of 1000 clicks. For example, the unit price of an advertisement is 40/CPC, which means that 400 yuan can buy 10× 1000 hits. Compared with CPM, CPC is a more scientific and detailed advertising charging method, which is based on actual clicks rather than page views, excluding some netizens from browsing the page and not looking at the imagined advertising volume at all. Of course, the corresponding costs and charges of CPC are higher than those of CPM. Nevertheless, CPC is still more popular than CPM, which can directly and clearly reflect whether netizens are interested in advertising content. The netizen who can click on the advertisement must be someone who has the interest or desire to buy this product.
Certified Public Accountant
In the cost of each action, the CPA pricing method refers to charging according to the actual effect of the advertisement, that is, according to the valid questionnaire or order, and is not limited to the amount of the advertisement. The pricing method of CPA has certain risks for the website, but if the advertisement is successful, its income will be much greater than CPM.
In order to avoid the risk of advertising costs, advertisers only pay the advertising site fees according to the clicks after the network users click on the banner advertisements and link to the advertisers' web pages.
Comprehensive billing by location and advertising form
It charges advertisers a fixed fee according to the location and form of advertisements in the website. It is linked to the advertising location and advertising form, not to the number of exhibitions and the behavior of visitors. In this model, publishers set advertising fees according to their own needs.
At present, the most popular pricing methods are CPM and CPC, and CPM is the most popular. For example, the calculation standard of Yahoo advertising is mainly CPM, and the advertising price will generally be slightly different due to the length of time. The longer the time, the better the discount of 5- 10%. China Internet Sohu's main pricing model is comprehensive charging according to location and advertising form, that is, the website channels are divided into different grades, and then charging according to the location and advertising form memory of different grades of channels.
Embarrassment of online advertising charging model
How to evaluate the effect of online advertising is a serious problem. For a long time, click-through rate (cpc) has been regarded as one of the main indicators to evaluate the effectiveness of online advertising. However, because the average click-through rate of online advertising has continuously dropped below 0.4%, it is suddenly announced to users that the click-through rate of online advertising does not represent the real effect of online advertising. It is also meaningful to browse advertisements without clicking, and even get a higher conversion rate than direct clicking. But besides the click-through rate, what more direct evaluation index can express the effect of online advertising more intuitively? Nowadays, many online advertising companies and internet consulting companies have to use various methods and survey results to show the effect of online advertising. Many websites are reluctant to do such advertisements because traditional media have never done so.
In order to convince people that the click rate does not represent the actual effect of online advertising, some companies (such as MarketWatch) do not include the click rate in the statistical reports provided to users, but this practice is still controversial. Although these research conclusions are important, it is more important that the same advertisement, which has a lower click-through rate than in the past, is now considered to be better than the original evaluation. How can we convince advertisers with these figures alone?
From this point of view, in order to show advertisers a brand-new image, no matter the form of expression or the charging mode, the reform of online advertising is inevitable, the revolution is still going on, and the online advertising industry needs to go through a painful ordeal.
Move closer to traditional advertising
Traditional TV advertisements have developed very well. From its market share of more than one fifth (table 1), it can be seen that if online advertising is close to traditional advertising, it is likely to bring a new charging model for online advertising, shorten the gap between online advertising and traditional advertising, and even grab some orders from the traditional advertising market.
Break down by time period
Golden time method for evaluating network
The measurement method is serverlogfilesanalysis, which mainly provides the usage or audience measurement of the website through the statistics of the log entry of the website server, and provides the data about the "supply" of the website. A log file is a file created by a web server or proxy server. The log of the web server records all kinds of original information of the web server's receiving request and running status, including the IP address of the client, the time when the access occurred, the page of the access request, status information and so on. By counting the access time, we can get the access situation of the server in some time periods (number of requests, number of pages); According to the statistics of visitors' IP, we can judge which users are mainly visiting the web server. . By counting the URL requested by visitors, you can know the visit situation of each page. Statistical indicators include page views, unique visitors, requests, access frequency, average page time, average access time and other access information.
The value of advertising is reflected in the quantity and quality of audience, quantity is the quantity of audience, and quality is the composition of audience. At present, all the classified channels of the website ensure the quality of the audience. What we need to do now is to subdivide the audience, collect the number of views and visitors, determine the time when netizens like surfing the Internet the most, and determine the time when the number of internet visitors is the most, that is, "network prime time", make clear when the advertising carrier is effective, formulate more detailed advertising price strategies, and formulate advertising price elasticity and optimal pricing strategies.
By counting the visit time of netizens, we can get the visit situation of servers in various periods.
Price elasticity and optimal pricing strategy
The statistical results show that the time spent by netizens on the Internet fluctuates greatly in a day: from 1 to 7: 00 in the morning, the number of netizens surfing the Internet gradually increases from 8: 00 to 10, reaching the first peak of the day, and 27. 1% netizens surf the Internet at this time, and at noon1650. 12 began to pick up, and in the afternoon 14 reached the second peak of the day. At this time, 36.0% of netizens went online, and then the number of netizens began to decline. From 19 in the evening, the number of Internet surfers increased sharply, reaching the peak of the day between 20: 00 pm and 2 1 point. More than 58.0% of Internet users surfed the Internet during this time period, and then the number of Internet surfers dropped sharply (Figure 7.45). It can be seen that the schedule of people's daily life affects the time when people use the Internet to a certain extent. Compared with the previous survey results, the peak time for netizens to use the Internet is still at night.
Therefore, 10 to 12 in the morning, 14 to 16 in the afternoon, and 19 to 2 1 pm in the afternoon can all be called "prime time" of the network.
Figure 1 Time when Internet users usually use the Internet
If the method of "comprehensive charging by location and advertising form" is integrated with the on-time charging method adopted by traditional broadcast advertising, the gap between online advertising and traditional broadcast advertising will be shortened, which will be more attractive to advertisers, bring better sound benefits and benefits to websites and inject new vitality into the online advertising industry.
New continuous broadcast advertisement
The pricing model of online advertising is one of the important signs that distinguish it from traditional advertising. Because online advertising itself can formulate an accurate charging model, advertisers are given too many promises, and the charging model has gradually evolved from the initial fixed charging model to the CPM pricing model based on the number of exhibitions or the charging model based on the advertising effect. But in fact, the number of users browsing and clicking does not directly reflect the actual effect of online advertising, so the charging based on this model naturally loses its meaning.
Manual continuous advertising means that in the same news page, after clicking the "Next Page" button in the advertisement, netizens will play the advertisement pictures continuously, and each picture is composed of independent files, which will greatly increase the size limit of the original advertisement file and make the advertisement more meaningful. Automatic continuous broadcast advertising refers to placing advertisements on related web pages, such as entertainment and sports web pages, which have strong relevance. When a netizen jumps from a sports news page to an entertainment news page, the system will show the netizen different advertisement pictures of the same advertiser. This association analysis can also be obtained through "server log analysis".
This kind of advertisement is very similar to TV advertisement. With it, online advertisers can keep in constant contact with users. Users' contact with advertisements again and again is very meaningful for companies that spend money on advertising. It borrows flags, buttons, skyscrapers and various forms of interactive advertising, and believes that this "storytelling" way can attract the attention of advertisers and netizens.
"Continuous broadcast advertising (automatic continuous broadcast and manual continuous broadcast)" is likely to really bring the charging mode of online advertising into a new stage, and the evaluation of online advertising effect may produce new standards. Because it not only takes TV advertisements as a reference in visual effect, but also seeks the same "on-time" charging mode as TV advertisements.