文档介绍：ON WHY ONLINE ADS CAN BE JUST
AS GOOD AS, OR EVEN BETTER THAN
TV ADS
Ruihong Tang
Today I would like to share with you some of our results on online media efficiency, and how weʼre trying to help Chinese advertisers stop
guessing their online media returns. Most importantly, online ads, when done properly, can be just as good as TV ads, or even better
I would like to do this in three steps: (1) introducing online media in China (2) presenting eye tracking results, (3) presenting EEG results. So
letʼs get started.
WHERE TO ADVERTISE?
Many advertisers now have this question: where to advertise online or ofine?
CONSUMERS ARE
MOVING ONLINE...
Online Advertising in China
60% 150
457 mln users
(Source: CR-Nielson, 2010)
45% 113
240 mln online video users
(CNNIC annual survey report, April 2010)
30% 75
% don’t watch TV
(CNNIC annual survey report, April 2010) 15% 38
0% 0
2008 2009 2010 2011e 2012e 2013e 2014e
Growth Rate
Market Value (RMB bn)
!"#$%&:艾瑞咨询
To set the scene, hereʼs some background info...
is big in China. 400m users...
industry develops at a insanely rapid pace. Young people spend more spare time online than watching TV. One reason is that TV content actually freely available online, making the
the more convenient medium to watch.
For big traditional advertisers, they want to restructure their media planning strategy and to invest more online.
The picture on the right shows the market size of online advertising market.
... AND ADVERTISING
REVENUES ARE
FOLLOWING
2005-2010年中国媒体发展(%)
电视
网络
无线电
报纸
杂志
户外
0% 10% 20% 30% 40% 50%
Source: WPP Group Financial Report 2009
???
Cost Per
Size
Acquisition
(CPA)
Location
Cost Per
Click
(CPC) Format
Cost Per Thousand
(CPM) Timing
How do you solve this puzzle / maze of choice?
CPA CPC performance based way of charging
Normally, marketers can fall back on CPC, so as to guarantee that they pay only when users at l