Wenzhou elevator advertising - on media advertising valuation of multi-screen era

Today, too many consumers to choose channels. In addition to channel large diffusion, computer screen, mobile phone screens, bus mobile screen, screen, television screen inside buildings, etc., are constantly split their attention, they have to accept the bombing over 1000 messages a day, after a long-term "oppression" inevitable produce information resistance. Wanton expansion in the size of various types of media at the same time also makes a huge media bubble - Marketing entrance prices soaring, speed raise marketing costs, a substantial increase in the cost to acquire new customers. Advertisers who have to face a dilemma: to spend 20% of the resources in the past to cover 80% of the target consumer group, now spend 80% of the resources may not be covered 20% of the target consumer group. Under the background of the media bubble, more advertisers want to be able to be more control over marketing. On the one hand, and carefully increase advertising costs; on the other hand, are in practice to re-evaluate advertising effectiveness of the media, to redefine the commercial value of the media. Here, the author microblogging, letter and television media, for example, on the advertising value of these three media assessment, to do some superficial discussion. Weibo microblogging operations business valuation activity is important, it is a comprehensive factor, and the amount of fans, fans of quality, interactive volume related to the number of revolutions can comment, pv, new and old fans proportion indicators show, the most important through activities, interactive, content optimization can improve activity of an enterprise microblogging fans. Generally the higher the higher the degree of active enterprise microblogging quality. Social media marketing results not only in quantity but also in quality, it brings you the quality of the user. Traffic is not much more is fine that effective, efficient traffic not only reduces the marketing costs but will also increase the value of customers. According to the three-degree influence theory, once relations influence in 50%, about 25% of the second degree, third degree is relatively weak. Social Media Marketing is to bring high-quality relationship into business value (turnover), and with the relationship affect the relationship, use of core strong relationship affect the surrounding weak ties, continuous cycle repeated. Marketing @ Yan Tao, three life who cited two examples to illustrate how to understand the microblogging business valuation. In 2012, a Amoy brand microblogging operators, imported from the microblogging site traffic conversion rate, customer price were higher than 600% of the average on the web, about 13%. Bring traffic conversion rate reached 3.3% in the micro-Bo, the website was up more than six times the average water out, and the user's customer price about 13% higher than the value of the site per visit is also higher than the average of seven times. So assess microblogging letters and other social media is not only to look at the size and volume, but also to see the quality of its marketing. This is a video microblogging marketing promotion programs, mainly with the EDM (email marketing), microblogging and search engines are naturally flow. Although most EDM traffic, but the user's page views, direct (direct access), microblogging above EDM, visit the page length, up more than 4 minutes when introduced microblogging users, much higher than the EDM / direct users, website Jump loss ratio (ie after the proportion of users access directly off the page) Weibo import users is the lowest 57%. Thus, the flow is not much, in the conventional polymerization promotion Weibo user for higher marketing effectiveness. Micro-channel business valuation currently advertising several common accounting methods, such as CPT (charge time), CPM (thousand demonstrated by pay), CPS (by auction or Pay), CPC (pay per click) . Micro-channel advertising, which currently can not be grouped into any kind. But it and EDM (email marketing) and promotion of these messages are more similar two ways. Currently ordinary EDM, the average open rate was 11.3% (from 2012 Q3 China mail marketing industry data report). If the mass-mailing of several hundreds of thousands, the fee for each message costs 1.5 minutes. Cost Calculation Method for SMS promotion is, if you send tens of thousands of messages, each message quotes about 4.5 points, an average of each message arrival rate is 90%, the real effective reading rate will not exceed 20%. Marketers @ Taobao ghost foot seven messages based on the promotion of EDM and advertising data, derived the micro-channel (40,000 fans, an increase of 3500 per week, open rate of 90% share of 3%, the number of single-share impact of 20, reading price per person 0.2 yuan) price of each article advertising 19,750 yuan. (Open rates, fans share rate, the number of single-share impact from the media author and professional degree related parameters will be different) transmission index = 1 / (1 Fan Share rate × number of single-share impact) = 2.5 read number = (Fans number × number of new open rates +) × transmission index = 98 750 people read the number × advertised price = price = 19,750 yuan per person to read, of course, the formula above is an idealized valuation, micro letter from advertising media, there are many Variables: First of all, compared to the EDM and promotion messages, the sender does not provide its own email address and phone number. And since the media subscribers very natural solution to this problem, for advertisers, this part of the cost savings. Secondly, advertising and customer base also relevant. Micro-channel effect of the promotion was kind enough to advertisers and media accounts from related fan groups, of course, was kind enough to related articles, if just push advertising content and articles related to the effect will be better. Finally, since the real value of media advertising, the most accurate way should be paid according to influence, but the difficulty lies in the influence of hard to quantify. Micro-channel business valuation model may consider introducing another dimension - influence Premium Index. TV business valuation valuation television media, certainly not open around the ratings, but the influence of the program and assess how real advertising value? Ratings, is currently the only criterion to assess the value of television advertising media, but this standard is becoming more and more ridiculous. First, the sample bias of the mainstream crowd, especially in high-income people lack coverage. A survey shows that the ratings sample households university or higher than 10%. Then such ratings data for advertisers, exactly what is the point. Second, the sample is too small, a huge error. Third, sample contamination. Fourth, data tampering, trading. Whether through some technical means, alluding to the size of a TV station or show real influence and people viewing it? Internet age, provided this possibility. Currently, the number of Internet users in China has more than half the population, and mainstream crowd basically, both the living part of the network of Internet users, but it is a huge projection display life. An influential TV programs, you can not imagine, no one discussed in the network, no one appraise. By measuring the influence of television network or program, or the program can be a reflection of the television viewing population scale. In this regard, Kaiyuan study a number of attempts. In the study of 31 provinces Kaiyuan station TV network impact assessment (June 2013), significantly ahead of the Hunan Satellite TV and Dragon TV, in the first array. The two TV was able to win, in addition to the long-term effects of accumulation, but also in recent years mainly due to its innovations continue to carry out sections, each station is almost always a few files to powerful forces flagship program, it is also the flagship program play an important role in stimulating the ratings. Jiangsu TV, Zhejiang TV, Shandong TV, Anhui TV, Beijing TV, Liaoning TV ranked 3-8, in the second camp. Table top, Kaiyuan study is based on the use of high ① media search engine indexed volume, ② reference rate of users in front of the blog blog website, ③ in Popular forefront forum reference rate, ④ In the well-known portal news site exposure, and ultimately comprehensive analysis of the media's influence on the network. Kaiyuan studies suggest that the influence of television media network assessment and the ratings compared to the following three advantages: First, compared with the ratings, the television media network impact assessment, a huge number of samples, population coverage overall accuracy improved. Second, compared with ratings data network television media impact assessment obtained, it will be more objective, more reliable, and the possibility of contamination is very low. Again, the network impact assessment - Let the most authentic voice to speak! Let the audience tell you what they like to watch Taiwan, more like what the column, more like what kind of drama, and why. But ratings can not. Conclusion: the long years of the formation of traditional media, the credibility of the common people, the new media can not hold up to the short-term. Advertisers choose the traditional media is still the mainstream, the new media has also been an increasing number of advertisers promising, but its effect can not be quantified advertising is very deadly disadvantage. However, the report main thing for uncertain results, try to make has been very brave. Focus Media building television advertising media Location: locking in high-income business groups between 25-50 years old with severe core consumer groups covering * building TV advertising LCD screen installed in the most prominent position of the elevator or elevator waiting area * Ad frequency daily roll play 60 times, Enterprises can do any combination of different frequency packages precise strengthening the hardware facilities * in the elevator with a 17-inch LCD LCD * in a large space using 42 inches PDP 1. building advertising the advantages of mandatory and repetitive. Where high-end office office crowd, at least four times a day per person to take the elevator up and down, the target audience Pingyuan average waiting time of 2.2 minutes each, with a mandatory impossible in other media has advertising contacts. 2. Contact building advertising information high population level of knowledge, strong spending power, more stable income, age very focused clarity. Best Buy advertisers potent advertising medium propagation accurate. 3. wide coverage, in order to increase the high-end commercial and residential Wenzhou pure office-based. Wenzhou's most dynamic high-end consumer groups, more than 90% coverage, Zero locking target audience, the existing more than 850 buildings, nearly 1,000 LCD screen. The building advertising with a strong visual impact; advertising target audience to a very stable, free from the influence of weather conditions extrinsic factors. 5. The media price is very reasonable, very low cost per thousand, for advertisers running costs are very cost-effective. 6. complementary, elevator LCD advertising is a dynamic, animated face audience with sound combine advertising content, which supplement the existing main media television and newspapers, to maximize the advertising at the point, line, surface, maps, text and other comprehensive information dissemination. Tel: 13867778890 QQ: 250576993 Chen Yun Main: Wenzhou elevator advertising; Wenzhou Building advertising; Taizhou elevator advertising; Wenzhou building TV advertising; Wenzhou elevator print ads; Wenzhou elevator frame advertising; Jinhua elevator advertising; Wenzhou office advertising; Wenzhou residential Advertising ; Wenzhou hotel advertising; Wenzhou hotel advertising; Wenzhou mall advertising during Wenzhou Focus Media Advertising mandatory to take the elevator car frame, due to the limited space, advertising is the only consumer stimulus, it is mandatory reading. Coupled with modern design, bright screen advertising, will give a visual to enjoy the beauty, so that your audience target firmly in mind that advertising images, it is difficult to forget for a long time, resulting in greater advertising effect. Full-time elevator advertising is durable, all-weather release, they wait in the only way people every day, always effective. High frequency, according to research consumer behavior experts say, people impressed me most is the day of advertising exposure to the first ad, communities elevator advertising is pull the top spot advertising messages, the average elevator ride at least four times per day, elevator advertising screen at least four times inevitably into their line of sight, decided repetitive elevator advertising Reading. Precise target audience first selected face with clear characteristics of consumer groups, so that the targeted so that your audience is highly consistent with the target consumer group, to improve the accuracy and effectiveness of the media release, and then make your minimum investment was the largest return value. High reliability communications, banking, information technology, insurance, cars, mobile phones, education and other areas of the leading brands have become the highlight of the elevator advertising, when your product advertising with such a big brand company, and you will worry about other people Your product quality will be doubt? Coupled with high-quality advertising design, creating a space elevator, making advertising more prominent. Less interference atmosphere at home advertising, and more likely to accept. Because the elevator single environment, while a maximum of three different brands of advertising to small mutual interference between brand and direct deepened people's home life, as long as the ads a bit of skill, information which can fit the audience and the rhythm of life The seamless. Precise target audience first selected face with clear characteristics of consumer groups, so that the targeted so that your audience is highly consistent with the target consumer group, to improve the accuracy and effectiveness of the media release, and then make your minimum investment was the largest return value. High reliability communications, banking, information technology, insurance, cars, mobile phones, education and other areas of the leading brands have become the highlight of the elevator advertising, when your product advertising with such a big brand company, and you will worry about other people Your product quality will be doubt? Coupled with high-quality advertising design, creating a space elevator, making advertising more prominent. Less interference atmosphere at home advertising, and more likely to accept. Because the elevator single environment, while a maximum of three different brands of advertising to small mutual interference between brand and direct deepened people's home life, as long as the ads a bit of skill, information which can fit the audience and the rhythm of life The seamless. Tel: 13867778890 QQ: 250576993 Chen Yun