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The following article was published in our article directory on August 9, 2010.
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Three Global Trends in Online Advertising

Article Category: Advice

Author Name: xia zihui

The global trend of online advertising to the most simple terms, the three words: interaction, precision and location.
One major trend: interactive trust - "the advertising industry's Holy Grail"

The highest level of interaction is trust.

Even Facebook, has not yet achieved this ideal. Facebook to the world's leading self-service online advertising trends, however, founder Zuckerberg (MarkZuckerberg) a big, Facebook has exposed the true ideal of the original trust was to develop an interactive recommendation.

"Every one hundred years," so Zuckerberg announcement directed at the U.S. advertising industry colleagues, "a media change occurs. The last hundred years are defined as the mass media century. And the next hundred years, the information will not only are selling to people, but numerous links where people were able to share ... ... nothing more than a trusted friend from the recommendation of more influence people's consumption behavior of the ... ... 'trust recommended' that the advertising industry The Holy Grail. "(cited in no publication of" Facebook effect ")

Facebook's traffic is beyond Google, this is considered human-computer interaction from the stage of the Internet, into an interactive stage that everyone signs. Accordingly, the network advertising time from the human-computer interaction, every interaction entered the era.

However, Facebook's "trusted recommendation" speech unfortunately smashed, and let Zuckerberg disgrace. Play an opening became a string of jokes, Facebook community through advertising, the summer has been recommended by a trusted friend of her (actually her husband) Sean. Ryan bought the 14K diamond ring, but she does not know who her husband is to buy; similar joke also occurred in the couple's movie tickets, the circumstances are similar to Liu Zhen's "phone." Outrage under Zuckerberg felt compelled to apologize back. On behalf of a major trend in online ad trust recommendations, it is so tragic to become martyrs.

But the problem is not resolved. Do not rely on trust, can rely on to do online advertising? If the user does not accept online advertising, then the first reason is of no confidence.

Get to the bottom up, do not trust created problems in an interactive way, from technology to business interaction are covered.

Thanks to new technology, the Internet advertising start different from traditional media advertising. For example, the pop-up (Pop-Up or Pop-Under) advertising, the Internet is different from the paper on the use of the technical characteristics of the media. Unlike paper, the largest Internet media one of the feature is interactive. However, not all interactions, represent the future trend.

The first is reluctantly interactive, such as portal advertising, such advertising that is interactive, reality is a strong push to the user, the user can turn on or off in addition to advertising this "interaction", the essence of traditional advertising is not different from the existing strong push technology can prevent pop-up advertisements; second is pushing and pull interaction, such as PPC, pull the user when using search engines, advertising push with a bidding company; third is the human-computer interaction pull such as AdWords; fifth, pull interaction between people is Facebook's advertising, including ad networks (such as AdSense) some of the practices.

From the trend is clearly for the body to interact with the user's "pull" advertising will become a mainstream trend; in the "pull" advertising, human interaction has the most potential. Human interaction the most critical issues, it is trust.

How to pull ads in human interaction, the embodied trust relationship? Business online advertising, must be operating trust. PPC (eg Baidu), CPC (pay-per-click, such as ValueClick), CPS (such as e-commerce site to sell merchandise to help rake), CPL (CostPerLead), can only believe that ad networks (in the United States, such as CJ.com) Ads by statements, not neutral, when the fraud occurred; CPM (advertising exposure in accordance with the number of billing, each was shown 1000 times the price paid by advertisers, such as Chitika.com) also can not fully explain advertising effectiveness. Fundamental reason is that social capital is not sufficient. Online advertising next stage of development, the trend will be the introduction of independent businesses, consumers and advertising agent of the role of trust in an agent, such as operators or third parties.

I recommend Chris • Blow root, Julian • Smith's book "influence 3" (forthcoming), which is a written trust agent (TrustAgent) book. Read this book will understand, not the trust does not recommend, but Facebook does not trust the recommended way. Can be said that online advertising agency industry, advertising and trust must be certified to the direction of transformation Yetai separation, or differentiation of a separate trust proxy, which is a fundamental trend. In this regard, China's online advertising agency industry, compared with international standards, there is still a huge gap.

From the large background, the trust agency business, to social capital-based economy, known as the "credit economy" (TrustEconomies). As the book points out, "those who know how social identity, social capital and how to use a different reward system and currency (money by means other than the social system) the whole story in a certain role to play."

It is noteworthy that, trust must be open. For example, Coleman led, America Online (AOL) restructuring of the advertising business. The content publishing MediaGlow will open outside the company's advertising network; the same time, AOL's "Platform A" sector third-party ad networks will also be open. Clearly, trust only in open conditions can. Therefore, online advertising and opening up will be inevitable.

Attributed to it: only know how to interact do not know trust, as if the social capital (defined as the relationship between Canada Trust) only know relations, I do not know trust is how, second; line Barry who, half 90.

The second major trend: accurate personality

Another derives from the deepest nature of the Internet advertising trend is accurate.

For accurate or not, no one objected. Precision is difficult, difficult for what to do. Precision is relative to the needs of consumers in terms of. Because not accurate, so consumers do not need. So precise problems, how to dig out the transformation of individual consumer demand. In this way, precise character and the Internet within the technical characteristics of the distributed nodes linked.

Commercially speaking, precision depends on the characteristics of the mode of marketing for SME innovation. Traditional advertising is a marketing medium and large enterprises is closely related features. And the biggest difference is that small businesses, small businesses generally pay more attention to marketing, advertising rather than image advertising. Internet business model to one to one marketing possible in the long run, this will inevitably bring about a , is to make Zhongxiaoqiye become the main online advertising, rather than as they are now only from the well-known large enterprises as online advertising in the lead.

U.S. market research company BorrellAssociates a report to the end of 2013, the United States ad spending of local small and medium enterprises will be based on the level of 2008 up nearly 34%. Several recent IPO for U.S. Internet advertising company, common features for small businesses, or major advertisers are SMEs, or downstream partners are small and medium website. This is to show the trend of a trend.

Now the main problem is that many SMEs do not self-built website will be advertising costs and promotional costs for the separation. United States has more than 14.6 million small and medium enterprises, SMEs typically only 11% of advertising budgets for online advertising. This is mainly due to media innovation lag in corporate advertising needs. In other words, SMEs want to play online advertising, but could not find suitable, now play the media does not exist, only the most stupid way to build their own website to promote, than in the utility poles paste sticking plasters also tragic.

On the other hand, it also means lots of opportunities for online advertising agent. Given the current media innovation lag in innovation and advertising, the biggest opportunity is to intervene in the media business, with a new model to transform traditional media. For example, there may be generated by discount coupons as the carrier medium (such as Japan, as two-dimensional code), it is possible to generate only half an hour the life cycle of mobile media (from the customer to go out the door, a shoe for a temporary SNS media), it is possible to generate only 500 meters distance information in an effective media (such as restaurants, day of information), there may be formed between groups is not fixed within a minute of effective media (such as from the driver's traffic camera network of information real-time exchange of media) ... ... and so on. In the establishment of such a media platform, the press has completely lost its imagination, into the thinking of the media on paper do not pull it out and in need of services for business professionals came into the media, the transformation of the media, to small and medium enterprises and people to provide practical, real-time ( Instant), this in (Being) the precise service. In this way can the liberation of more than 3,000 million SMEs in China want to ad (here refer narrow divisions) contribution to the infinite passion billion yuan in the sky.

Model the direction of innovation is fully integrated content and commerce, of course, the specific role of the one to one marketing.

Interaction and precise, that sounds simple, but so far have not seen one person put it a reality. If people realized that the people must be the state's richest, or perhaps even the world's richest man.

The three major trends: Cloud Location

Positioning technology will lead the future of online advertising.

A) artificial intelligence technology will lead to a breakthrough in content targeting

Artificial intelligence decision content "positioning" of the precise extent of the trend of online advertising is based on morphological techniques, semantic technology to use technology-based language.

From a practical perspective of the development, content matching is one-connected businesses and consumers the key. For example, Google released news text page ads, and news content match. Click on the Google news, you can see the bottom of the page in the text related to advertising and news content. However, from a technical perspective, this is the level of the Semantic Web, or the content when the object to grasp.

Facebook sense to shift the focus of the individual "pragmatic", that is, context. Facebook social networking site acquired by hundreds of millions of registered users of personal preference, said that users prefer food, Which new car, what kind of vacation, etc., all form data. It is to grasp the content as the main to the consumer-centric technology orientation.

But whether it is Google or Facebook, have not achieved the required precision in the language of artificial intelligence breakthrough with the network technology. The progress of artificial intelligence now than people expected, it is disappointing to Google as the representative of machine computing and human-computer interface technology fundamentally flawed, is a "dry" basis (excluded person's machine algorithm). Of course, Facebook is representative of the community network, can not "wet" basis (labor involved in computing, form a "human - machine" Network Computing) to achieve breakthrough innovation, it is very interesting.

2) location technology will enable revolutionary advances in precision

For the personalization for this time, this value is the largest in. Positioning technology is precise time and space from the controller at this point, this in the technology. Positioning technology is as mobile Internet and the rise of networking thing, but is expected to become a platform for online advertising technology.

According to overseas research, now more and more ad networks and vendors according to user's location, behavior, and other properties automatically selected by the launch of the ad. U.S. Internet advertising companies have joined the ranks ValueClickMedia. Use ActiveAds system, advertisers can place users, page background, and other factors, choice of advertising information in order to provide a lot of personalized advertising. Advertisers can also current and potential users of re-tracking. Yahoo, Tumri and PointRoll companies in this aspect.

3) will allow positioning of cloud computing

To cloud-based advertising - Cloud ads will appear in the near future.

For example Alibaba Web Search cloud computing data centers and advertising technology, has begun to Internet search technology, Internet data mining and computational advertising, expand technology development.

Cloud some of the primary form of advertising has been shown in the ad alliance mode. Through cloud computing, web site advertising different organizations together constitute advertising alliance, or ad cloud.

Cloud with zero advertising costs and benefits of accurate, ideal for small and medium enterprises market. Using cloud computing technology, released an ad that can appear on many websites, you can become a low cost business expansion and rapid tool for targeted markets.

4) The advertising revolution in multi-sensory experience

University of California, Haas School of Business Professor of Marketing Strategy David. A. Ake that the information technology revolution will reshape the face of the advertising industry, technology will change the ad watch, feel, management and other processes affected. The first technology will set off a revolution in the advertising world, transformation into a personalized, targeted advertising for smaller consumer groups and even individuals; Second, technology enables interactive advertising from a one-way communication to spread the invisible support and strengthen the brand's credibility; third brand information on the Internet for rich, vivid and true way to show; Fourth, technology will affect advertising creativity and management.

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