According to the definition of Wiki, "advertising is a form of communication, often used as a kind of persuading the audience (audience, readers, audience) to related products, idea, or service action".
"Advertising the advertisers pay, and through the traditional media such as newspapers, magazines, TV, radio stations, commercial outdoor advertising, mail, or by the new media such as web site, text messages to spread. Although common advertisement in politics and ideology of the advertising business, do not need to offer but in most cases, the advertising expected purpose is to promote the customer for commercial quotes".
Advertisers, agency, media and users constituted a ecological, we can get the following logical relationship:
Traditional media such as newspapers, magazines, posters, limited to media physical material, through a rough evaluation of advertisers circulation of user covering number and coverage.
Transmission way for: 2-4-6 (advertisers-media-user).
In order to higher coverage, advertisers need to advertise in various media, and other business relevance not strong and not because of high performance to price ratio, advertisers are more willing to outsourcing this business. Professional agency arises at the historic moment, the integration of all kinds of media optimization, service to advertisers. Then a branch and 1 2 3 (advertisers-advertising agency-the media).
The birth of the radio waves caused a huge media market change, and the past the carrier of high compared to load and distribution of the newborn cost, low cost of amazing. The ensuing TV, fusion ever in "expression" medium of advantages, through the ratings can get more accurate data coverage of the mass media, and thus the most advanced ecological advertising.
The emergence of network, and greatly reduce the information release and the cost of the threshold of the spread, large web portal quickly became the network media hegemony, and personal blog also springing up from the ground, form new small all the media. So far the advertisement effect measure is "show how much time".
As of infrastructure and communications clinic significantly lower, and a surge in network media, in the face of bad with the media, according to the measure of the advertisement effect shows, and the expected effect gap widened gradually. The search giant Google to led, with advanced technology integration advertising resources and media resources, will precise technique is applied to among them, the era of network agency role, putting on a 1-3 (advertisers-advertising agency-media) of the branches of revolutionary change. Polymerization small media, optimize the big media, make its can satisfy the needs of the size of the advertisers. The development of technology and the change of strategy, the way to measure the advertisement effect gradually moved to "click on how much time".
Use "click on how much time" to measure the advertisement effect, the accurate degree depend on machine recommend quality, and recommendation quality machine, and rely on user behavior data collection and mining. In most cases, can collect user behavior to data, context and environment description owe detailed, logical sequence to have a consistency. Publicly collect user behavior information, inevitably fell into the mire of invasion of privacy, and the whole process operation cost is high.
Google has made information acquisition become unprecedented convenient, once the industry that drive it buying behavior of is that information. And with the spread of the Internet, in fact, today, collect information is no longer problems, and how to make wise decision according to the information is most important.
And recommend, exactly is through information a shortcut. Recommend not only because of the referee, professional and experienced people accept, and also can let referee relation network of friends in the accepted. Once the news medium low bearing enough, so the user through play to their influence, will evolve into new forms of media. That is five ways. This new medium, can regard a node, the nodes through the relationship, interest, activity connect point piece, finally forms a huge media network. The public messages of resonance, through the relationship network, a more rapid dissemination; The recognition of the small news, also can through the relationship network more widely spread. The relative ever spreading information, use network for message self transmission, the cost is almost negligible!
Fully realize this SNS benchmarking of facebook, roll out sponsored stories, aims to promote "how many people participate in" to measure the advertisement effect. The business scope of the display of the click on ads also provide a "how many people participate in" data for evaluation results. And the public's home page open, but also will be enterprise personalization, will enterprise is transformed into a media node, in order to use 5 ways to promote expanded its influence, and finally into the economic efficiency of enterprises.
It is reported, facebook advertising revenue this year will reach $3.5 billion, display advertising revenue or super Google into the world's first. "How many people participate in" the advertising model show more than senior economic potential.
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