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1、1,Media Scene Update for2nd Company Meeting,Dec.1,2,Mission,To deliver:the right messagein the right placein the right time to the right targetat the right cost,3,More media fragmentationMore media vehiclesMore advertisersMore clutterMore advertising space,4,Interactive Media,5,6,Only 3 day after th
2、e news,the advertiser can have a ad response to the news,7,Internet Penetration by Jun.001.41%,Source:CNNIC Report Jun.00,8,Internet user doubled every 6 months,000,Source:CNNIC Report Jun.00,China Internet Network Information Center,9,More means,10,Internet household penetration by cities,Source:IA
3、MASIA household report,11,Younger people are the driven power76%are 18-30They are from big cities42%are from BJ/SH/GZThey are richer63.55%has RMB1000+monthly incomeAnd educated84.67%has college above degree,Source:CNNIC Report Jun.00,12,Iamasia numbers,Number of Internet users at home5.7mNumber of I
4、nternet users at work5.0mPercentage of Internet users that are male62%Percentage of Internet users who began using the Internet within the last 12 months56%Percentage of Internet users that have purchased online5%,13,Website ranking,Source:IAMASIA household report,14,Frequently used service,Source:C
5、NNIC Report Jun.00,15,Information type,Source:CNNIC Report Jun.00,16,Weekly online hours,Source:CNNIC Report Jun.00,CNNIC Report Jun.99,CNNIC Report Jun.00,17,Weekly pattern,18,Login time,Source:CNNIC Report Jun.00,19,Overview on Internet advertising,316 advertisers was monitored in Oct.0041%banner
6、advertisers are websites,followed by IT16%,FMCG 16%,Finance 4%,Software 5%,Tele 4%,and Auto 3%.79%advertisers still use banner as major tools,textlink are more popular used,20,Ad spending on Internet,Source:IDC,Unit:USD in M,21,E-commerce,Source:IDC,Unit:USD in M,22,Internet ad format,Dynamic rotati
7、on bannerFloating/Fixed buttonKey word Newsletter Sponsorship TextlinkPop up windowAd in mailLive broadcast,23,Dynamic rotation banner,24,Floating/fixed button,25,Input“手机”,Increase 40%clickthrough rate,Key word search banner,26,Point of view:Low cost and high reach,high flexible to show creative,su
8、itable for new product launch.,Newsletter,27,Point of view:Good to build image,high cost.,Sponsorship,28,Point of view:Most cost efficient way to drive traffic.Low level of build image.,Textlink,29,Point of view:The ad is of high impact and make sure the reach and OTS,but big portal will not accept
9、this and we dont recommend to use it for long time because it might bring negative effect to brand due to its forcing nature,Pop up window,30,Point of view:E-mail marketing has been more and more important.It has max reach and low cost of media placement.For this format“how to say”is more important
10、than what to say.,Ad in mail,31,Live broadcast,32,Formula history,99 Version Period validity:before end of 19992000 VersionPeriod validity:1999 afterward,33,“Success formula”so far.,34,“Success formula”so far.,Clickthrough rate:1-1.5%,Clickthrough rate:2.5%,Clickthrough rate:5-12%,35,“Success formul
11、a”so far.,Call for actionFrequent change bannerAdd“Click here”to your bannersCreate a sense of urgency:give users a reason to“Click now”Do not use too much text.Encourage users to look at the banner with a simple offer and designUtilize animation.Animation make banner stand out.Make good use of colo
12、rs.Use colors to stand outRotate banner.Rotate banner every two week at least to increase response,36,P on I,37,“Success formula”so far.,Search word8210 big size7110IntelNokia 3310IBM,38,“Success formula”so far.,39,“Successful formula”so far.,But alsoNew technologyPremier positionCreative size and formatTargeting ad delivery technology,40,Wellcome!,41,Thank you!,42,青苹果出品 必属精品http:/,囊括2007-2010几十G地产策划资料/企业管理人力资源全套/品牌策划资料/行业分析报告/PPT模板等。,
