Internet Advertising in China

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China's Internet advertising is becoming more targeted

2006-6-29

Advertising spam, pop-up ads, plug-in ads and other forced ads that are offensive to netizens are gradually fading out of the Internet, and are being replaced by targeted ads represented by search engine ads, "narrow ads", classified ads, blog ads, etc.

According to industry insiders, current targeted advertising on the Internet matches advertisements with online news. For example, next to an article reporting on cars, information about car promotions will appear. Regional positioning has also been achieved. For the same article about travel, netizens in Beijing, Shanghai and other places will see advertisements for travel agencies in their respective regions.

At present, the main form of targeted online advertising, "narrow advertising", has covered 4,000 websites such as People's Daily Online, Xinhua News Agency, and Sina.com, and has attracted the interest of advertisers and consumers with a "pay-per-performance" method with a minimum fee of 0.2 yuan per click.

In the category of targeted online advertising, the amount of search engine advertising has also increased significantly, with the main source of income being "online bidding rankings", which is used to obtain a better position on the web page when netizens search for information, thereby attracting the attention of target users. As more and more people join the blogging army, personal blogs with large page views and attention from specific netizens have become a new carrier for online advertising. In addition, classified ads "copied" from newspaper classified ads to classified ads on the Internet have also become a new form of targeted online advertising.