Many companies have settled in Kaixin. com to become SNS or become an online advertising trend

& ldquo; in 2009, the size of China's online advertising market reached 20.61 billion yuan, an increase of 21.2% over 2008. On the other hand, the market share of traditional portals has declined dramatically, and the growth rate lags behind the overall market. On the contrary, new online media such as SNS (social networking sites) have exploded. & rdquo; this is the information shown in a report released a few days ago by iResearch Consulting, an online industry research agency.

the majority of netizens have personal feelings about this market change. Around the beginning of 2009, the Buick New Regal advertisement appeared on Kaixin, which is the first implantable brand advertisement on domestic SNS. In the following year, the SNS advertising featured by implantation also experienced a process from scratch, from ldquo; door to rdquo; to popular. More and more big brands, such as BMW, Audi, L'Oreal, Lenovo, Nutrilite and so on, have begun to cooperate with SNS.

SNS has become the mainstream channel of domestic online advertising within a year, which has something to do with the rapid expansion of its users. At the same time, some experts pointed out that the strong interaction of such websites provides a more effective way to spread online advertising, which is actually the root cause of online advertising fast-ldquo; SNS-rdquo;.

it is understood that in November last year, Amway Nutrilite promoted the brand with & ldquo; prize test & rdquo; on Kaixin, showing that advertisers' online advertising application of & ldquo; SNS & rdquo; has become more and more mature. It is understood that within a month, more than 1 million users participated in the test called ldquo; Health moment & rdquo;, and Nutrilite video ads were also included to strengthen the brand image.

with regard to the characteristics of SNS advertising, Professor Zhou Yong, a researcher at the Journalism and Social Development Research Center of Renmin University of China, believes that although traditional online advertising is possible to achieve a high level of communication, it is in a single form, and if the click-through rate of advertising is not high, advertising information can not be fully conveyed. The low click-through rate is actually a common problem for the online advertising industry at home and abroad.

The emergence of

SNS provides more forms of expression for online advertising, especially in implantable advertising. Advertisers can develop different embedded content according to their own brand and product characteristics.

Nutrilite's promotion is to make full use of the characteristics of SNS, aiming at white-collar workers, the main group of happy online generally pay attention to the psychology of health issues, to provide them with valuable relevant tests, so that users have a better understanding of Nutrilite's brand connotation, not just a simple image dissemination.

& ldquo;SNS advertising can develop rapidly in a short period of time, in fact, it makes full use of the interaction of the network, makes use of a variety of advertising carriers, strengthens the communication between advertisers and audiences, and reduces users' psychology of rejection of advertising. In fact, this is to enhance the special advantages of online advertising over print advertising and TV advertising. Moreover, non-SNS websites can also be inspired to launch a more interactive-lsquo; SNS-rsquo; online advertising through innovation. & Professor Zhou Yong, rdquo;, said.

in 2010, under the stimulation of large-scale activities such as the World Expo and the World Cup, the market scale of domestic online advertising will continue to expand. In order to compete for more market share, it is believed that ldquo; SNS-rdquo; will become a major trend of this year's online advertising market.