Development history of online advertising
Source: Shangpin China |
Type: website encyclopedia |
Date: September 5, 2012
1. Development of world online advertising
Beijing website construction Company Shangpin China: Internet advertising originated in the United States in 1994. On October 14 of that year, the famous American "Hotwire") (Wired) magazine launched the online version of Hotwired (www.hotwired. com), and successfully attracted 14 enterprises such as AT&T, MCI, ZIMA to place banner ads on their home pages, marking the official birth of online advertising. Hotwired is widely regarded by industry insiders as the earliest online media and the first website to place online advertising The magazine has also developed into an influential professional media of Internet technology and application in the United States.
The Internet originated from the United States. The United States is also the most developed country in information technology and network economy in the world. The network economy of the United States is the vane of the global network economy, as is the field of online advertising. Therefore, the understanding of the current development of online advertising in the United States can largely reflect the overall situation of online advertising in the world.
Since its birth in 1994, the development of online advertising in the United States can be roughly divided into the following three stages.
(1) Fast start stage (1994-1999)
For a long time since its birth in 1969, the Internet has been playing a single role in communication and exchange in the fields of national defense, science and technology, and education. It was not until the emergence of the World Wide Web (www) in the early 1990s that the Internet was rapidly formed into a new global media across borders in the middle and late 1990s. With its unique interactivity, the Internet has gradually established its position as the fourth media alongside traditional media such as newspapers, radio, television, etc. The United Nations Information Committee formally proposed the concept of the fourth media at its annual meeting held in May 1998, and officially confirmed the media status of the Internet. With the popularity of the Internet, online advertising has entered the fast lane of rapid development since its birth. According to the statistics of the Internet Advertising Bureau (IAB) of the United States, the online advertising turnover in the United States was about 300 million dollars in 1996 and 900 million dollars in 1997; It was 1.9 billion US dollars in 1998 and about 3 billion US dollars in 1999. In the first half of 1999, the income of online advertising in the United States was higher than that of outdoor advertising for the first time, which indicates that online advertising has basically ended its marginal position in the advertising industry and has become a mainstream form of advertising. The 46th Cannes International Advertising Festival listed online advertising as one of the three major events in parallel with print advertising and film and television advertising. Manner marks that online advertising has been accepted by the authoritative advertising industry.
(2) Low ebb stage (2000-2002)
2000 years later, when people are still full of expectations for the Internet to continue to advance in the new century, a sudden crisis has made the world feel chilly. The NASDAQ stock market of the United States plummeted from a high of 5000 points to below 2000 points on March 12, 2000, announcing the end of the rapid development of the Internet that has lasted for several years. With the bursting of the network economic bubble, online advertising with websites as carriers also fell to the bottom. According to a research report released by the US Internet Advertising Agency and PricewaterhouseCoopers, in the third quarter of 2000, the US Internet advertising revenue was 1.9 billion US dollars, a decline of 6.5% over the second quarter of the year, which was the first quarterly negative growth of Internet advertising revenue. In the third and fourth quarters of 1999, the figure reached an unbelievable 150%. In the second quarter of 2000, the figure dropped sharply to 9%, and in the third quarter, there was an unbelievable negative growth. This downward trend continued until 2002. According to a report by AaZone, a research company in the United States, most Fortune 500 enterprises generally hold a wait-and-see attitude towards online advertising. Although some enterprises have targeted the Internet, most Fortune 500 enterprises have invested less than 1 million dollars in online advertising. From the perspective of the overall form of online advertising in the United States, according to the survey released by the American Media Research Center, Internet advertising in the United States in 2002 was $6 billion, down 16% from 2001.
(3) Continuous growth stage (since 2003)
After experiencing the continuous decline of online advertising revenue for two consecutive years, major websites in the United States actively took countermeasures. Since the second half of 2002, great changes have taken place in online advertising in the United States. Advertisers' enthusiasm for online advertising has increased, especially the confidence of large enterprises represented by the Global 500 in online advertising has increased. In the fourth quarter of 2002, among the top 500 US companies ranked by Fortune magazine, the number of companies advertising on the Internet increased to 286, an increase of 6% over the same period in 2001. In the first half of 2003, the US online advertising revenue reached 3.2 billion US dollars, up 15.3% year on year. In the following years, online advertising resumed its rapid growth momentum before 2000. In the United States, online advertising revenue exceeded 10 billion dollars in 2005, hitting a record high of 12.5 billion dollars, surpassing outdoor advertising and commercial magazine advertising, and standing side by side with broadcast media for the first time. According to the latest statistics of IAB, the size of the US online advertising market reached a new high of US $21.1 billion in 2007, which has maintained a rapid growth of more than 20% for four consecutive years.
2. Development of online advertising in China
The first online advertisement in China appeared on Tianji (www.Chinabyte. com) in March 1997. It was a 468 X 60 pixel animated banner advertisement that IBM paid 3000 US dollars to publicize AS400. This is the starting point of the development of online advertising in China. Although the advertising revenue of only 3000 dollars is nothing compared with the venture capital of millions of dollars or tens of millions of dollars, with the first successful attempt of Tianji Network, online advertising has become the most direct and effective profit model of the network economy, and China's online advertising market has begun to develop on this day, And gradually formed an industry scale of billions of dollars every year.
Due to the global characteristics of the Internet and the growing integration of China and the world economy, the development of China's online advertising shows a phased feature that is basically synchronized with the world, which can be roughly divided into the following stages.
(1) Initial development stage (1998-2000)
The 1998 World Cup in France not only created tens of billions of dollars of business opportunities for the sports industry, but also provided a rare development opportunity for the emerging network economy. In July 1998, Guozhong.com (the predecessor of China.com) announced that the "98 World Cup website" had received 2 million yuan of advertising revenue. 2 million yuan was a huge income in the domestic online advertising market at that time, and China's online advertising market entered a period of rapid development. In January 1999, Sina.com won an advertising contract worth US $300000 from IBM, which was the largest single online advertising revenue in China at that time, marking the initial formation of the domestic online advertising market. On April 30, 2000, Beijing Broadcasting University set up the School of Network Communication and opened the major of Network Advertising Department, laying the foundation for technical support and talent training for the follow-up development of network advertising.
(2) Low tide dormancy period (2000-2002)
With the recession of the global network economy in 2000-2002, the development of China's online advertising has also begun to enter a dormant period. However, the apparent calm has not prevented the slow development of domestic online advertising. According to relevant statistical data, China's online advertising market was 410 million yuan in 2001, and the size of China's online advertising market was 490 million yuan in 2002. During this period, China's online advertising slowly accumulated strength, waiting for an opportunity, an outbreak of time. In 2002. Sohu. com has made profits under the support of online advertising revenue.
(3) High growth stage (since 2003)
In the spring of 2003, "SARS" suddenly came, and many institutions and units were on holiday. People "stuck" at home and did not dare to go out easily, which led to the reduction of the efficiency of traditional print advertising and roadside advertising. Many people who have nothing to do at home choose to spend time online, which makes many enterprises that have always favored traditional advertising models see the opportunity of online advertising. After three years of silent savings, the domestic online advertising market began to break out in 2003 with the help of "SARS business opportunities". Data shows that the market size of online advertising in China increased sharply to 1.03 billion yuan in 2003, an increase of 112%.
From 2004 to 2005, due to the change of the Internet environment, many Internet companies began to make profits, and venture capital returned to the Internet industry in large numbers. The online advertising market also grew steadily, with an average growth rate of more than 70%.
From 2006 to 2007, the traditional online advertising model can no longer meet the needs of customers, so all kinds of online advertising models bloom, and online advertising agencies have become the darling of capital. This article was published in UEO Marketing website construction Company Shangpin China //ihucc.com/
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