160 000 Union website into the side "of large-size LCD screen", Baidu began to sell video advertising collective advantage.
CNET China President Wang Lu recent good mood, before a burst of Intel China president Yang himself at the table told him that Intel will be reduced in the next two years until the final stop TV ads, and all the ads are to the Internet platform up, which he operated the IT professional website is certainly good news.
The good news come one after another. September 13, Baidu launched "Baidu TV" online video advertising services, announced that 160,000 Baidu Union web site into a side "LCD screen" television ads, while CNET is one of the major online media platform 1.
160 000 Web site, which is interactive through the point, as the science and technology, before the first video they struggled to develop online video advertising that some years the company can match the media resources, Baidu had a sudden end to the brand advertisers, They invested in television ads for the Internet to any one corner.
Diversion canal
Now, who could refuse to sensual and elegant video? Baidu is no exception.
Although it and the world's largest search engine giant Google search for information using text links and paid search ads that match the ads to create the advertising industry in the history of the "long tail miracle", but including graphics Banner ads, rich media ads and video ads display of class, including three forms of ads are still the bulk of the Internet advertising: first quarter of 2007 online ad spending in China 1.708 billion yuan, the display of the type of advertisements accounted for 53.1%, while the paid search advertising accounted for only 26.1%. Tentacles extend their profit paid search, display the type of advertisements inserted into the field, is the inevitable choice for Baidu and Google.
The spread of broadband, advances in technology, Web2.0 rise to the Internet as an interactive multimedia network, display the type of advertisements are from Banner to the network video graphics upgrade, not to mention, more and more consumers are moving away from TV spend more time on the Internet, to television advertising has become possible to move to the Internet.
Large amounts of data have shown this trend. The data from research firm iResearch Show: 2006 TV ad 40.4 billion yuan, while Internet advertising is about 6.0 billion, while the same year, an increase of television advertising fell 8.2%, while Internet advertising the last 3 years the average increase of 75% .
Statement in accordance with Baidu, Baidu TV allows advertisers to run video in the ads, not as they used to consider the situation of the site itself, only to tell what time Baidu need, where to find what the target audience, Baidu could be through the web site content, part, reading the environment and match keywords to find the most appropriate page, then Baidu TV as the exclusive business partner with the advertising media to go out and monitor the television ratings.
Brand advertisers, this at least help them run TV ads than ever before to find a more accurate target audience, and the audience's attention and more focused. Baidu TV released in 45 days before the trial held in investment activities, the FAW-VW a 90-second television ads on the Internet an average of 60 seconds to watch, it is almost impossible now TV platform events. In addition, the network is an interactive platform, it was "sound and light" is ready for video ads arouse interest, the click of a mouse, can immediately make a purchase, participate in games, to answer the questionnaire and a series of interactive activities, a small nurse L'Oreal attracted 10% of ad clicks are answered the questionnaire.
In Baidu view, their role now, the same as in the vast sea-like TV commercials and small streams like online video advertising diversion canal between. Baidu CFO Shawn Wang, Baidu has repeatedly compared to the U.S. cable TV operators, compared to Baidu TV is limited television network to publish content in different channels of TV advertising.
Collective strength
While many have long been gathering video site, but is still deadlocked in the battle for eyeballs, not to be seen in the video advertising. Tudou first set up to run in the team seems to the forefront, just recently, it received an order of Intel's large ads. Be interesting, in the announcement, while potato network also said Sweden will be buying Intel server chips.
Clearly, Baidu TV this time to mass media network Focus mode to enter the domestic chaos of video advertising, you can squeeze and reduced the attractiveness of other video sites, attracting the same time have the advantage of collective advertisers. Also, with video Web site monthly 1 million yuan compared to the cost of broadband server, this model allows Baidu TV has a streaming media player of the cost advantage, thereby advertising the price level down, to establish the market benchmark price, the market standard setters.
Should not be overlooked is that the ratings show than the price charged by television advertising, Baidu TV is watched by ads are effective charges - Baidu users to view TV ad more than five seconds shall be effective ratings. This also means that the future of the auto auction platform with Baidu, Baidu TV advertising is likely to bid to carry out the auction, making advertising more closely linked to the price and effectiveness.
However, despite the huge network of media resources, Baidu TV is able to gain a firm foothold in the market, ultimately have to depend on convincing advertisers is open wallet. To know that, despite the declining effectiveness of traditional television advertising, but the formation of third-party monitoring of its broadcast over the years, the effect evaluation method for advertisers on the cost of the orientation of an idea, who claims to be accurate interactive online advertising, especially video advertising so far has not Unified recognized evaluation criteria.
To dispel such doubts, Baidu has made a statement, will provide users with full monitoring broadcast to advertisers in detail about each ad viewing behavior and the state; At the same time, Baidu TV will also work with AC Nielsen, CCTV Sofo Swiss cooperation with third-party ratings research company monitoring broadcast.
It seems that this side of "big screen" is clearly staged show of the curtain was opened.
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