The following introduces some basic knowledge in internet advertising. 1. Brand and performance advertising from the purpose, advertising can be divided into: brand advertising and performance advertising. Brand advertising refers to: advertising for brand marketing and brand promotion; the effect of advertising refers to: in order to directly increase the number of users, transaction volume and other effects. There is no obvious difference between the two, because the fundamental purpose is different.
Brand advertising can promote brand communication and leverage the entire market, while performance advertising can promote direct conversions. Fmcg, real estate and other industries are the bulk of brand advertising, and industries special email list such as games are the bulk of performance advertising. Originally represented by: tv, radio, magazines, newspapers, outdoor, etc., the traditional advertising industry is mainly just brand advertising. Because there was no good way to measure the effect at that time, it was usually feedback from post-investment indicators and market indicators, which had a lag.
The emergence of various conversion tracking technologies in internet advertising solves the problem of performance evaluation (and also promotes the problem of cheating), making performance advertising occupy half of the internet advertising. 2013-2016 the top ten industries invested in the advertising industry 2. Industry roles the essence of internet advertising is still marketing, and advertising itself belongs to the category of marketing. From the perspective of the entire marketing market, it is mainly divided into: advertisers, agencies, media and advertising platforms.