Print media is read rate, outdoor advertising to passenger exposure, but it's difficult to tell the audience for more media attention. Online media is not able to provide the network media interaction, as if to measure the exposure effect, online users to the identity of the first person, contact the media attention and input from the extent should also be more advantageous.
Turn around, Leo Bena advertising, Managing Director of China, have become chennianduan memories. From traditional advertising to online advertising, do not leave chennianduan advertising industry. His status in October 2007, by Leo Bena advertising, Managing Director of China becomes In-Game Media online media CEO.
"So far, China online advertising market only covers Internet advertising market 2.6%, has a huge, rapidly growing user base, and high usage of online games on the net economic contribution is proportional. If the data in the United States to keep for reference, the United States market forecasts online game advertising online advertising market will account for a period of not less than 5%, us online advertising market in the next two years will exceed $ 1 billion. "Chennianduan says.
Online advertising market and the rapid rise, has had on traditional advertising. Advertisers in the advertising choice, began to have more weight transfer to the online advertising market, or at least it can be said that online advertising fast rising momentum attracted advertisers ' attention.
Online advertising appreciation potential
With the rise of the Internet market, rising Internet games, and online games fast development cycle, online advertising has the effect of online games, online games and stimulated the online advertising. In the United States, for example, the United States in October last year, the interactive advertising Association has published a report that video games have become a major entertainment media in each country through the hardware and software sales revenue reached 250 billion, only look at the United States this market 2006 video game has reached us $ 12 billion, surpassing the box office, books and music sales industry, while catching up with the industry's position as a media platform. According to statistics, the United States for more than 40% of households have at least 1 video game consoles, represents 1.2 million people play video games, but at the same time more and more users on the computer to play network games, 2007 a total of 80 million people, it is estimated that close to 2012 9900 million.
At the same time, they made an assessment, game advertising revenue continues to grow only from 2006 3.7 million by 2012 have increased to 20 million, of which built-in advertising generally forecast up to 8 million to 10 million. Microsoft and Google, respectively in 2006 and 2007 acquisition of exclusive games built-in advertising of Massive and Adscape, media reported that their price from us $ 20 million to 2 billion.
"Why is developing two years of online advertising company will be able to attract such a large investment, mainly from online media superior results return, according to the Massive and AC Nielsen do a study, in-game advertising to brand perception of an average of 64% on raising the brand increased by 37% average of the evaluation, the purchase will increase 41 percent on average, the memory of the average increase of 41% average increase advertising evaluation of 69%. Having read more mature markets overseas, we return to the Mainland of China, the China Internet network information center in January of 2008, the Chinese netizens size reached 2.1 billion, of which the network game usage number nearly 60%, as high as 1.25 billion. ”
Chennianduan said that today's online gaming industry is in rapid development, it is expected that this market will reach 140 million Yuan, last year in China, there are a number of enterprises, through the game as a core business success overseas stock markets and financing, this also means that our online game market will bring more colours, different types of games, and more new users.
In fact, online games on advertising is becoming increasingly apparent. A number of internationally renowned brands through online ads, in specific populations (online game lovers) which have a considerable influence. For example, Coca Cola and in the world of Warcraft ninetowns sentiments, jointly, Coca-Cola has greenback and four Chinese online games operator was launched. But Coca-Cola old rival Pepsi Cola limelight, ninetowns, in the fierce combat on the renewal of its Coca-Cola's press. As for Tencent and wahaha, Pepsi and Grand, as well as other forms of association events are countless.
For the online advertising market, there are different voices. According to the associated data display airuizixungongsi, online advertising, online advertising in the domestic market share of less than 1%. According to another report from the DCCI Internet Data Center report of 2007 clearly some optimism, the report displays the 2007 Internet advertising market has increased to 76.8 billion online advertising to the amount of $ 0.8 account 1.05% market share, but the report also pessimistic about that, online advertising growth rate over the past three years is almost zero.
Online advertising for advertisers with a brand new programme
Although the future of online advertising have different sounds, but it is undeniable that, with the further popularization of the Internet and online game, online advertising will be presenting on the rise.
On the one hand, this margin to international trends, on the other hand, advertisers on advertising choice, they began to increasingly concerned about online games. Because in this particular groups, and their product positioning, and consumer groups.
Chennianduan analysis that game developers, "free games" operational mode, change the domestic online game charging methods. The player can freely enter the market in more than 90% of the game. However, according to unofficial statistics, in fact, only 5%
About user contributions to the majority of revenues. So the game developers are looking forward to online advertising specifications and professional development, improve their customer value and revenue.For advertisers, he faced the problem is that in a growing number of media choices, how to contact and attract multitasking with the audience, but online advertising is going to give them a complete solution. First of all the different types of games attract a large number of gamers, distributed in various age groups, of which the core user base is 18-35 years old, this is most advertisers locked core consumer group. Their traditional media awareness and usage is relatively low, but in time to participate in online games have a high concentration of force and commitment.
The advertising industry to today's cognitive, TV is the TV switch, the print media is read rate, outdoor advertising is to turn as the cardinality of the exposure, but basically it's difficult to tell the audience for more media attention. But online media is not able to provide the network media interaction, as if to measure the exposure effect, online users to the identity of the first person, contact the media attention and input from the extent should also be more advantageous.
In-Game Media online media Vice President Hill jaren said, in fact, online games, as long as we play the imagination, there will be many ways to brand and user interaction, or even a long-term relationship. In 2008 we will launch a brand new concept, the new system, called the "sponsor" System. We know that Coca-Cola sponsored Yao and Liu Xiang, our online users in the game is to choose their sponsor, so once he chose the sponsor, he will see the sponsor's advertising; also he won in the game, or you can get extra bonus. This improves online users proactively see advertising, even with the brand, and the user establishes a long-term relationship.
Long-term responsible for Coca-Cola advertising business that marketing business Director r. Lu said that the strategic objectives from the marketing point of view, in choosing the correct and consistent with the objectives of the masses of the game, providing positive brand experiences, IGA does effectively contribute to the purchase desire and strengthen brand awareness games in advertising can take the initiative to purchase the player, on guidance and advertisement experience has important implications. Compared to traditional advertising, IGA is unique in its user experience advantages, a game in advertisement can be built, and gaming process can also be hands-on product features, creating a more susceptible audience accept product characteristics associated with the brand.
R. Lu said that customers often to us is a very clear marketing objectives, we will pass with such Media online media In-Game professional company to discuss what kind of game, through which the game they will have the effect of this so-called, on every game participant who, in the discussion, so that we can judge by what kind of collaboration will be the best.
Destination if you have a very anastomosis of a State, we may request is not a different way to do that would convey the brand without a different experience, if this experience through the game to reach the best. But is a different experience, rather than a different brand name is the same experience, which I take the customer's point of view, he would ask us to do so, highlight the In-Game Media online media is very important. That is, each game of flexibility with what he can do some special configuration, these things are like online games media so professional companies can follow every game to negotiations, this is what we need service, this is not our General so-called advertising agencies can do.
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