DCCI data shows that the market size of China's advertising alliances reached RMB 1.81 billion in 2008, an increase of 70.8% compared with 2007. Advertising alliances have become one of the important channels for advertisers to place online advertisements, and the influence of advertising alliances in the industry has gradually increased. Affected by various factors such as the financial crisis, DCCI predicts that the advertising revenue of China Advertising Alliance will increase by 46.4% in 2009 compared with 2008, with the total scale increasing to 2.65 billion yuan.
Market status 1: Advertising alliances will pay more attention to their own brand building, and advertising alliance companies have entered the stage of brand competition. For a long time, the overall image of advertising alliances has been poor, and advertising alliances are mixed, with dishonesty issues such as false clicks and traffic fraud. In order to improve the image of its alliance and attract more large advertisers, the advertising alliance paid more attention to its own brand building in 2009, especially raising the entry threshold for franchise websites, changing the bad image of the advertising alliance as mainly small and medium-sized websites.
Market status 2: A wide variety of attractive value-added services have become an important marketing service means for advertising alliances to win advertisers, develop alliance members, and demonstrate their differentiation. Advertising alliance value-added services are divided into value-added services for alliance members and value-added services for advertisers. As an important means to develop alliance members, value-added services for alliance members include advertising technology training, member website optimization, website maintenance, etc. The advertising model of advertising alliances has not yet been widely recognized by advertisers, especially some large brand advertisers. Therefore, value-added services for advertisers who place alliance ads are very important for advertisers to understand the alliance's advertising model and value. These value-added services include advertising planning suitable for advertising alliances, alliance advertising value and effect monitoring, and advertising through software. operations and so on.
Market status 3: Each advertising alliance still focuses on developing high-quality member sites with high traffic contribution and good advertising effects. The high-quality sites and small and medium-sized websites in the advertising alliance show a 28/20 effect in terms of traffic contribution and advertising revenue. The high-quality sites accounting for 20% contribute as much as 80% to the alliance's traffic and advertising revenue, so the advertising alliance will still Focus on developing high-quality sites. Eighty percent of small websites have traffic fraud and often dishonest behaviors. The strict supervision of advertising alliances often leads to the blocking of small websites. These unstable factors make small and medium-sized websites less effective. However, in the fragmentation of Internet media Despite the worsening situation, the number of small and medium-sized websites still accounts for a large proportion of advertising alliances.
Market Current Situation 4: Conducting site integrity certification through strict means and restricting traffic fraud through technical means have become the perfect goals of advertising alliances. The essence of an advertising alliance is a collection of websites. How to select "high-quality" members and carry out a high degree of "integration" of members has become the key to highlighting the value of the advertising alliance. Conducting integrity certification on alliance member sites and restricting traffic fraud through technical means are necessary measures for advertising alliances to improve their brand image, develop healthily, and attract advertisers. The resource structure of member sites of each advertising alliance is different, and resource exchange will be more extensive in order to meet the advertising needs of advertisers.
Market Current Situation 5: The arrival of the economic recession will purify advertising alliances to a certain extent and eliminate some advertising alliance participants, which will contribute to the healthy development of advertising alliances. Affected by the economic recession, the profitability of some advertising alliances has been reduced and financing has become more difficult, which will lead to the collapse of a number of small and medium-sized advertising alliances, especially some traffic cheating alliances with low integrity. The elimination of these advertising alliances will increase the concentration of the advertising alliance industry, which is conducive to the further development of some high-quality advertising alliances and promotes the healthy development of advertising alliances.
Market status 6: Advertisers will put forward higher requirements for advertising alliances in terms of preventing traffic fraud, accurate advertising delivery, and advertising effect monitoring. On the one hand, in the increasingly competitive advertising alliance market, advertisers have more choices and are more picky; on the other hand, with the slowdown in economic development in 2009, advertisers have plans to reduce their advertising budgets and hope to invest more. The effect of advertising can be exerted under limited circumstances, which has prompted advertisers to have more stringent requirements for advertising alliances in terms of preventing traffic fraud, accurate advertising delivery, and advertising effectiveness monitoring.
Market Current Situation 7: Technology-based advertising alliances dominated by search engines are still the core members of the advertising alliance field. The living space of advertising alliances in the second-level camp is further reduced. Differentiation is a way out that these alliances must consider. In 2009, the advertising alliance structure will still be dominated by Baidu, Google, and Alimama Alliance, and other alliances will be supplemented. There will be no major changes. After years of development, the Search Engine Advertising Alliance has become more mature in its business methods, credit system, and brand appeal. The advertising alliances in the second-tier camp are weak in strength and scale, and their living space will be further squeezed. Only differentiated strategies for market segmentation and serving the specific needs of advertisers are the only way to survive.