Trend Of Online Advertising Agency

The online advertising agency has also experienced a rough development process. The current Internet advertising agency mode has already appeared in the following three categories: 1, the network media (website) is directly in contact with advertisers, and the advertisement is 2; the traditional advertising companies have established online advertising (or interactive marketing) departments, agency network advertising 3; the advantages and disadvantages of the three or three agency modes are compared by 1 professional online advertising companies, and the online media (websites) are directly contacting the advertisers. With the development of Internet advertising, from disorder to order,

In particular, some large websites, such as Sina, Sohu, NetEase three websites, accounted for about 80% of the total net advertising revenue in 2000. They are the scarce media resources of online advertising, so they are more willing to contact directly with advertisers.

Advantage: l) at present, the advantage of direct contact with advertisers in domestic websites is that the website is more aware of its content and audience, and can provide more targeted advertising to its website.

2) the website is directly responsible for advertising, eliminating agency fees, and advertisers can get more benefits.

Disadvantages: 3) the website is directly responsible for the advertisers, without the supervision of the third party, and the credibility of the data provided to the customers will be greatly reduced.

4) the website is directly responsible for advertisers, and can not provide customers with a professional marketing plan at the overall marketing level, just like an agent.

2, the online advertising (or interactive marketing) agency network advertisement established by the traditional advertising companies has been promoted by the development of online advertising and the improvement of the status of network media. Many traditional advertising companies have begun to focus on online advertising and set up corresponding departments. Currently, most of the advertising companies in the country with online advertising (or interactive marketing) departments are internationally renowned 4A companies, such as Ogilvy, DDB, lingzhi ocean, electricity, credit, strength, etc., they have relatively stable advertisers, most of whom provide integrated marketing services for customers. With the rise of the Internet media, the spread of network media will play an increasingly important role in its integrated marketing communication.

Some local large advertising companies have set up online advertising departments or have invested in the establishment of specialized online advertising agencies, such as China Guangdong Union interactive advertising department, and tolerance interactive advertising company.

Advantages: 1) these companies have accumulated many years of experience in traditional advertising operations, most of them have formed a set of systematic operation mode and thinking mode.

2) stable and mature customer resources make these companies do not have to rush to win customers and be able to invest more power and thinking at the level of network marketing strategy so as to achieve better advertising results.

Disadvantages: 1) the traditional advertising companies' understanding of the network environment and the application of network technology lag behind the websites and professional network advertising companies.

2) at present, the proportion of online advertising in traditional advertising companies is very small, and the relative operation strength is insufficient, and experience accumulation is few.

Ogilvy advertising, as a famous multinational advertising company, has achieved outstanding achievements in the field of traditional advertising. Recently, it has also been an extraordinary hand in the field of interactive marketing.

Next, take Ogilvy interactive as an example to give a brief introduction to the online advertising department of traditional advertising companies.

Ogilvy interactive positioning, Ogilvy Interactive provides one to one online marketing solutions to build brand, customer assets and loyalty. Ogilvy interactive is a provider of digital marketing solutions. It launched its business in China in April 2000 and now has branches in Beijing, Shanghai and Guangzhou.

As an international communication company with integrated marketing capabilities, Ogilvy Interactive provides one to one online marketing solutions to build brand, customer assets and loyalty, while always paying attention to the core value of the brand.

Ogilvy believes that when a company shows itself online, whether on the website or in other forms of digital media, it is built for brand building.

Therefore, we use sophisticated interactive technology to make full use of the advantages of the Internet to ensure that customers can benefit from every brand display opportunity.

What does Ogilvy interactive do to Ogilvy interaction to make the brand interactive, including IBM, NOKIA, Unilever, AsiaInfo, Audi and so on.

They developed a series of terminal solutions to provide services to customers, including: Internet strategy development, user relationship management (CRM) solution, creative brand online solution, information structure and content strategy, technology development, application development, wireless internetworking solution, Intranet/Extranet solution, online media planning and purchase, online research and analysis, etc.

Ogilvy interactive China is actively testing new technology development through its unique Chinese O-LAB and partnership with Vignette and Oracle, the leading companies in the industry.

In addition, mOiglvy, headquartered in Japan, has been focused on developing leading ideas in the field of wireless Internet and conveying research results to China.

3, professional network advertising agency network advertising with the online advertising industry towards specialization, professional network advertising agency came into being.

Professional network advertising companies not only need strong technical strength, but also have rich experience in advertising operation, and need more insight and foresight in the development of Internet advertising industry.

At present, there are not many professional network advertising companies in China, most of which belong to multinational companies or abroad.

Such as media999, doubleclick, 24/7 and so on.

Local professional network advertising companies are also coming into being, but the scale of operation is not large at present.

Advantages: l) online advertising is more dependent on technology than traditional advertising, so compared with the online advertising department of traditional advertising companies, because professional network advertising companies are mostly born out of the network industry, have stronger technical power, and they also have a better understanding of the characteristics of online advertising and the operation mode of network companies, they have their own advertising management system and technology platform, which can provide customers with a series of marketing solutions based on network advertising planning, delivery and monitoring.

2) compared with the website's own network advertising, professional network advertising agencies are faced with various types of websites. Through horizontal comparison of each web site, they can more objectively analyze and judge the resources of each website and conduct scientific media selection, so as to achieve better advertising results.

Disadvantages: l) compared with the traditional advertising companies' network departments, the specialized network advertising agency was born for two or three years (after investigation, the domestic online advertising agency was established after 1999), and the customer service experience at the marketing level is still insufficient.

2) because most of the current Internet advertising companies are from overseas, their understanding of the Chinese market is not deep enough, so they lack experience in localization.

By contrast, Media999 has done better in this area and has formed its own style of operation.

Let's take Media999 as an example to give a brief introduction to the operation mode of professional Internet advertising companies.

Media999's location Media999 is a pnational technology company specializing in providing Internet advertising, building enterprise brand sites, online marketing solutions and interactive creative production.

Based on specialized market research, Media999 has formed its own unique data, media and technology advantages by deeply integrating its own unique and abundant data resources and using the latest interactive performance technology.

With strong network media resources, advanced technical support, strong planning and design capabilities, Media999 can provide professional online integrated marketing services for global businesses.

What Internet advertising Media999 does, Media999's research on Internet advertising and market is the foundation of our specialized information service.

With in-depth development of Media999's unique and abundant data resources, we can provide professional advertising services based on network media for customers.

Enterprise site construction Media999 enterprise site construction service goal is to provide customers with complete network marketing and e-commerce solutions, for enterprises to build a bridge to enter the network world.

Online marketing solution online marketing solution is Media999's systematic service to achieve its market goals for customers in a higher vision.

Among them are market research, strategy formulation, media research, creative design, media execution and network monitoring.

Interactive creative production Media999 creative design team is called the "dream team" of China's online advertising design.

Their online advertising creative works, using the latest interactive media performance technology, are not only the advertising art perfectly integrated with creative expression and technology, but also the driving force to extend the goal of brand online promotion.

Two, the problems that need to be explored in the development process of the Internet advertising industry, 1, the Internet advertisement (in fact, the advertisement in the Internet Era) has not yet found the position in the network economy.

The advertising form in the Internet age is very different from the traditional advertising form. The traditional advertising form is the product of the big industrial era, which is consistent with the social economic system such as "mass demand, mass production and mass communication". However, the network economy brings the individuation of demand, the customization of production, the diversion and interaction of communication, and the passive cognition of the audience under the action of the mass media of one-way dissemination has gradually changed into the active cognition or even the initiative customization of the interactive media. These changes have directly touched some prerequisites for forming the traditional market economy structure, including some previous advertisements derived from, and some of the prerequisites for being the present form.

New advertisements based on the new economy have not yet been formed.

2, as the medium of communication, the advertising value of the Internet needs to be explored.

At present, most of the "online advertisements" have been pplanted into the traditional advertising mode, instead of pferring the media to the Internet.

However, due to the limitations of Internet users, audiences, technology environment and so on, its advertising effect is far from traditional advertising. How to give full play to the advantages of online advertising and shorten the distance has become a topic of general interest in the Internet advertising industry.

3, the environment supporting the development of Internet advertising is not yet mature.

The relevant agencies that support the development of online advertising, such as online advertising research institutions, and the third party online advertising monitoring agencies are not perfect, so that the credibility and persuasiveness of online advertising are greatly reduced.

Faced with the above problems, Internet advertising agents have been exploring, and everyone is looking for online advertising.