In recent years, Internet advertising has become a well-known and fastest-growing sector in my country's advertising industry.
E-commerce websites have always been regarded as merchants selling goods and buyers Taobao’s trading platform. However, with the development of Internet advertising, e-commerce websites have quietly completed the transformation of attributes in the continuous upgrading and optimization. They surpassed search engines for the first time as the media and became the new favorite of brand advertising. The advertising industry is also experiencing a "structural" change.
In recent years, Internet advertising has become a well-known and fastest-growing sector in my country's advertising industry. According to iResearch's latest "China's Online Advertising Market Annual Monitoring Report": In 2016, China's online marketing revenue approached 300 billion yuan, accounting for 68% of the five major media advertising revenue, while TV advertising revenue accounts for only one-quarter of the total revenue.
Driven by factors such as the increase in the number of netizens, the growth of digital media usage time, and the rapid growth of online audio-visual services, online marketing revenue will continue to lead the growth in the next few years, and it is expected that the scale of online advertising in China will double again by 2019.
E-commerce advertising jumps first
Looking at the Chinese Internet advertising market in 2016, there has been a structural change in the segments, and e-commerce advertising surpassed search advertising for the first time. Data shows that the overall share of e-commerce advertising rose to 30.0% in 2016. In contrast, search advertising, affected by policies and negative events, fell by nearly 5 percentage points.
According to analysts, the rise and fall of search advertising and e-commerce advertising may continue. On the one hand, as the new advertising law regulations will continue to have an impact on search advertising; on the other hand, with the transfer of mobile users' dependence on e-commerce and usage behavior, e-commerce advertising revenue will continue to grow at a high rate. In addition, information flow advertising has grown strongly, and is expected to account for one-fifth of the overall in 2019.
By dividing it into media, e-commerce websites replace search engines and become a well-known media form. On the mobile side, e-commerce media also surpasses search engines and ranks first. It is reported that in 2016, the advertising revenue of e-commerce (mainly online shopping) websites reached 87.11 billion yuan, an increase of nearly 50% year-on-year. Alibaba's e-commerce media represented by Taobao and Tmall will continue to lead the way.
Alibaba Mom creates a new brand position
2017 is the sixth year of programmatic purchasing in China. Brand advertisers and the market have generally recognized the importance of technology and data in advertising delivery, and focus on the effectiveness and effectiveness of advertising delivery to measure and optimize and improve.
In order to meet the needs of market and brand advertisers, Alibaba Mama, as Alibaba's e-commerce advertising and big data marketing platform, took the lead in developing a suitable position for brand placement in e-commerce media (Taobao and Tmall), helping the e-commerce advertising market to explore new growth points. In 2016, the Pinsulabao series of products was launched for the first time: one-night screen dominance, brand radar, brand special zone, etc., which met the full-link marketing conversion of brand advertisers based on brand exposure, interactive communication, sharing and purchase in e-commerce scenarios, and opened up new space for brand advertisers.
Faced with the problems and opportunities faced by the programmatic purchasing market, Alibaba Mama leveraged its advantages in big data and technology and intelligently upgraded its powerful product Zhiji and Express in 2016. It not only consolidated its dominant position in the e-commerce advertising market, but also technically took intelligent traffic matching and intelligent traffic bidding as the core, leading programmatic purchasing to a more profound field of artificial intelligence.
At the same time, when opening up a brand advertising position, on the one hand, brand advertising is included in programmatic approach; on the other hand, it will give full play to the advantages of its own Taobao e-commerce media and the media matrix including UC, Youku Tudou, and Gaode, which was focused on creating in 2016, so as to achieve the full network of data and delivery, and help the brand achieve full-region marketing.
Click to register online to apply to join the well-known e-commerce network - Laogao Crown Club. Any businesses, Tmall merchants, Taobao Crown Stores, Jinguan Stores, and other e-commerce platform merchants can apply to join!
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