According to the DCCI survey, the number of Internet cafe users in China increased significantly in 2008, and their group structure became younger, with the majority of them aged 18-30, accounting for 88.9%. However, the average age of Internet cafe netizens has increased to a certain extent, mainly due to the increase in the number of high-end Internet cafes. Internet cafes are no longer just an entertainment venue focusing on games, chatting, watching movies, and listening to music. The business and learning functions of Internet cafes have gradually become more prominent. , Internet cafes with special areas for stock trading, online learning, and business negotiation have formed a certain scale in high-end Internet cafes and are showing a trend of proliferation. On the other hand, the personal monthly income of Internet cafe netizens is showing an increasing trend. DCCI data shows that in 2008, the proportion of personal monthly income of Internet cafe netizens above 3,000 yuan was 9.7%. The growth in the number of Internet users, changes in the group structure of Internet cafes, the diversification of Internet cafe functions, and the improvement of the consumption power of Internet cafe Internet users have made it inevitable that Internet cafes will become an emerging advertising carrier. With the rapid development of online advertising in our country, desktop advertising in Internet cafes has also made great progress in the past two years.
Internet cafe desktop advertising format
At present, desktop advertising forms in Internet cafes are mainly divided into desktop background image advertisements, IE homepage advertisements, game exit window advertisements, startup screen advertisements, IE top insertion advertisements, desktop pop-up window advertisements, etc.
1. Desktop background pictures: Advertising content exists in the form of desktop background pictures. This type of advertising design is beautiful and elegant, and is often accompanied by various promotional activities. Promotional items are suitable for people in Internet cafes and do not have a negative impact on netizens' use of computers.
Internet cafe desktop advertising
2. The IE homepage advertisement will set the promotion website as the browser homepage of each Internet cafe computer. Since homepage-style online advertisements exist on all major websites, netizens have become accustomed to the existence of such online advertisements. Therefore, as long as a suitable functional and practical website is set up, netizens will recognize it highly and its advertising effect will also be good. Famous Navigation Websites such as hao123 and Kuxun are typical successful cases.
3. Game exit ads are ads that pop up when the game exits. When netizens exit the game client, advertisements in the form of pictures, Flash, etc. will automatically pop up. Internet cafe netizens have no preference or dislike for such advertisements, but most gamers consider the Internet fee because they often log out of the game before completely exiting the game and have no time to watch such advertisements.
4. The startup screen appears when you enter the Internet card account and password at startup or coexists with the Internet cafe management and regulations window, in the form of video, Flash, and print advertisements. Because this kind of advertisement is released when the computer is turned on and running at full load, it obviously affects the boot speed and increases the waiting time for netizens after logging in. Netizens are highly disgusted with this type of advertisement.
5. Advertising is inserted at the top of IE. When opening each web page of each website, an animated advertisement similar to the top banner is forcibly inserted at the top of the web page. This advertisement has obvious malicious plug-in functions. Not only most anti-virus software often use this The behavior is treated as a virus, and at the same time, there are legal risks when it is directly inserted at the top of all websites. This form of advertising has a greater impact on netizens’ web browsing experience.
6. Desktop pop-up window advertisements periodically pop up advertisements in various forms including text information, pictures, links, etc. at the bottom of the desktop. Because these types of advertisements pop up at regular intervals, they are highly disruptive to Internet users such as gamers, watching movies or listening to music, and stock trading, and are quite annoying to Internet cafe Internet users.
The majority of Internet cafe users said they were able to accept the two forms of advertising: Internet cafe desktop background ads and IE homepage default ads. Internet cafe users who were more willing to accept new things said they hoped to receive the latest brand information and discount information through such ads. However, they are generally disgusted with advertising forms that will seriously affect the Internet experience of Internet cafe netizens. For example, startup screen advertisements will prolong the waiting time for booting, wasting Internet cafe netizens’ time and money; inserting ads at the top of IE will slow down web browsing. Significantly reduced; desktop pop-up ads have a fatal impact on gamers.
Internet cafe pop-up ads