Li Kaifu: Online Advertising Cake Can Also Be Made 10 To 50 Times Larger.

1. as for the future of Internet advertising, from the global perspective, we feel that the biggest advantage of Internet advertising is that it can be targeted. The value of an advertisement is as large as that of a place. If you are targeted, such as you know what the user wants to buy, and then you push the goods he wants to buy, the advertising value will increase.

Whether an advertisement is pushed to him or not, the value of it will be reduced.

The Internet can do some targeted advertising, such as search advertising, and the future needs to be improved.

Today, there is a huge profit margin in terms of search terms, but in some areas, in communities and videos, we have not yet figured out how to push a more targeted advertisement to users in order to better embody the greatest advantage of the Internet.

And I think that once this is done, there will be many opportunities for further promotion to the non internet field, such as why we can not do targeted advertising on radio, TV or even print media.

For example, this program or newspaper content, Valentine's day, there are flowers advertising.

When it comes to Internet, there are Internet advertisements. When talking about PC, there are advertisements for Lenovo.

This allows advertisers to earn more money, so that the media and newspapers can also make money in this way.

So this space is very large.

There may be more room in China, because there are still many people who do not realize the value of advertisements and targeted advertisements can measure the best returns of each market. We hope that more people will understand that targeted advertising is of great value, and then promote it to more fields. So I think there is still room for growth, not only how big the market is, but how to make it ten or fifty times larger than it is now.

2. what are the elements of Internet advertising?

I think the first is pertinence. Maybe it will be intelligent and personalized.

For example, if I search Beijing, cheap and dog food on Google search engine, this is a very pertinent thing. Those who search these three words are 99.9% people who live in Beijing, want to buy dog food, and want to spend less money.

If I were a Beijing dog food merchant, I would spend some money to give this to the user.

But this user is not many, but to an advertiser, he also vows to pay 50 yuan to attract such users.

In other words, if he put the cheap dog food in Beijing on the front page of the Internet, it will cost a lot of money and he will not get much reward.

50 yuan advertising may be worth more than 500 thousand of advertising.

So the same big advertising space can sell more money, to advertisers, he has more targeted users.

For users, I want to buy cheap dog food, you give me flowers advertising, this is a waste of my time.

Although the advertising space in the world may be limited, but through targeted, this limited space can enhance its value 10 times or even 50 times, so we hope to use more opportunities to play such targeted potential.

Just now, I talked about the content of the web page, for example, you have a web page, which is about Valentine's day. Of course, I want to put flowers in advertisements and not to put dog food advertisements. This is also a pertinence.

What is more intelligent in the future?

If we know a person's past buying habits or have a deeper understanding of his wife's birthday, we can push some birthday cake advertisements based on this fact, even if he has not searched before him, this has great room for development.

We are still far from full potential, and we still concentrate most of our efforts on how to do more targeted advertising.

3.'s question about whether GOOGLE will squeeze partners is not so strong in China. Although the market share has improved, we are not a leading search engine in China, nor do we think we have so much power. We attach great importance to our social responsibilities.

The cake can be made from 10 to 50 times the number of advertisements. The readers of Tencent and readers of the first financial daily are good!

Today we have the honor to invite Mr. Li Kaifu, President of Google Greater China, who is a familiar preacher and facilitator of the Internet.

Hello, we all know that the competition in the Internet advertising market is very fierce now. It may also have some big integration trend, maybe not. What do you think of the future development?

Li Kaifu: from a global perspective, we feel that the biggest advantage of Internet advertising is that it can be targeted. The value of an advertisement is as large as that of a place. If you are targeted, such as you know what the user wants to buy, and then you push the goods he wants to buy, the advertising value will increase.

Whether an advertisement is pushed to him or not, the value of it will be reduced.

The Internet can do some targeted advertising, such as search advertising, and the future needs to be improved.

Today, there is a huge profit margin in terms of search terms, but in some areas, in communities and videos, we have not yet figured out how to push a more targeted advertisement to users in order to better embody the greatest advantage of the Internet.

And I think that once this is done, there will be many opportunities for further promotion to the non internet field, such as why we can not do targeted advertising on radio, TV or even print media.

For example, this program or newspaper content, Valentine's day, there are flowers advertising.

When it comes to Internet, there are Internet advertisements. When talking about PC, there are advertisements for Lenovo.

This will enable advertisers to earn more money, so that the media and newspapers can make money in this way.

So this space is very large.

There may be more room in China, because there are still many people who do not realize the value of advertisements and targeted advertisements can measure the best returns of each market. We hope that more people will understand that targeted advertising is of great value, and then promote it to more fields. So I think there is still room for growth, not only how big the market is, but how to make it ten or fifty times larger than it is now.

Host: last month, you changed some calculation methods of advertising fees. This may have a long-term impact on you. Is your energy no longer so focused?

Is it too big to cause some impact?

Li Kaifu: for the efficiency of advertising, maybe you read the article a bit misunderstood. Google did something in the last quarter. In the past, some people actually didn't focus on advertising. Instead, they pushed them into advertisements on the advertising text, and we thought it was not responsible for the users.

We think that everyone's habit of clicking on the Internet should be interested in entering it, so we have reduced the number of people who click on advertisements. This is a great blessing to users, because some people are wrong clicks, and the advertising group has received money, if it is for short-term interests, there is no need to amend it.

But the Internet must first consider the long-term interests of users, so that advertising revenue (indeed) may drop a little bit, how much impact it does not know, this may be a misunderstanding, it is for the interests of users to let advertising revenue have a slight decline, this is the fourth quarter of last year.

As for whether the company will be distracted, in fact, Google is still a very dedicated company. What we focus on is searching, advertising and application. The last one is based on video and community sharing.

Of course, you can say that it is a supply chain. For these four areas, close to 20 thousand people in four fields should not be too distracted.

The elements of online advertising are precision and HAPPY, happy, Tencent. Just now you have put forward a very interesting term. How many elements do you have in your ideal network advertisement to achieve the goal?

What are the elements of Internet advertising?

Li Kaifu: I think the first is pertinence, maybe it is intelligence and individuation.

For example, if I search Beijing, cheap and dog food on Google search engine, this is a very pertinent thing. Those who search these three words are 99.9% people who live in Beijing, want to buy dog food, and want to spend less money.

If I were a Beijing dog food merchant, I would spend some money to give this to the user.

But this user is not many, but to an advertiser, he also vows to pay 50 yuan to attract such users.

In other words, if he put the cheap dog food in Beijing on the front page of the Internet, it will cost a lot of money and he will not get much reward.

50 yuan advertising may be worth more than 500 thousand of advertising.

So the same big advertising space can sell more money, to advertisers, he has more targeted users.

For users, I want to buy cheap dog food, you give me flowers advertising, this is a waste of my time.

Although the advertising space in the world may be limited, but through targeted, this limited space can enhance its value 10 times or even 50 times, so we hope to use more opportunities to play such targeted potential.

Just now, I talked about the content of the web page, for example, you have a web page, which is about Valentine's day. Of course, I want to put flowers in advertisements and not to put dog food advertisements. This is also a pertinence.

What is more intelligent in the future?

If we know a person's past buying habits or have a deeper understanding of his wife's birthday, we can push some birthday cake advertisements based on this fact, even if he has not searched before him, this has great room for development.

We are still far from full potential, and we still concentrate most of our efforts on how to do more targeted advertising.

The community advertising has not found a way to lose money. How do you understand the community? You also cast a skyline community in China?

Li Kaifu: how to earn money in the community is still a problem that has not been completely solved.

Of course, Tianya is a very good company, and its operation is still good.

It is mainly due to his long-term brand and effective operation. However, regardless of the horizon or youtube, their profits still have considerable challenges.

How to do a targeted advertising push in the community is still a problem that has not been solved, and we find that in some cases, users will not divert attention to advertisements.

For example, a user wants to buy dog food. In Google, his eyes move to the right automatically.

But in an e-mail or instant messaging community, users are more focused on communicating with others, and the advertisements beside them can't attract his attention.

These are second challenges.

Google in the community also do some experiments, our philosophy is absolutely can not interfere with users, user experience is the first, we will not force users to see ads, and we will regard advertising as a more targeted, so that users can choose, if you look at a YOUTUBE in the movie, assuming that there is a legitimate copyright movie, you just saw a beautiful car, this time our expectations are that there will be a text below, say what kind of vehicle is to know?

At this time, you can go to a point or not. If you go, he will have a new video to show you an advertisement. You can stop it at any time, then go back to the movies, and you can not click.

Such ads do not interfere with users, because it is his choice to see advertisements, whether this mode can be profitable, we are still trying.

Host: how do you understand the relationship between you and the better advertisement in China?

Now that Tianya is going to be listed in China, IPO will succeed in the future. Will you continue to maintain or withdraw from your relationship with?

Li Kaifu: This is too early. I can only say that our first advertisement for Tianya is good.

Second, we must invest in profit.

It is hard to predict whether to increase shares or reduce shares in the long run.

Our cooperation with Tianya is very close, and we have made two products together.

In addition, Sina and thunder have used Google's search because our advertisements are targeted and help them.

GOOGLE is not going to squeeze the collaborators. The Google is a very wealthy Internet Co. There are also some partners in China. Will there be some contradictions between them?

You