Internet will become 2nd largest media channel by2012… Micro-Media China Media Income Trend (Billion RMB) 2
SNS channel only accounts for 5% of income today,but with heavy usage Micro-Media China Internet Media Income China Internet Activity Ranking in 2010 (Billion RMB) in 2010
Micro-MediaInfomation & TrafficGenerator Media SpendingInformation & Traffic Generator
Micro-MediaHOW TO BUY MEDIAFROM 200 MILLION PEOPLE?
User experience comes first Micro-Media Selected Consumer Brands (i.e. P&G, Unilever) Customers E-Commerce Players (i.e. yihaodian.com, VANCL) Freindly Interesting & Creative Ads Content In picture or video format 1 lucky draw attched to maximize audience acceptance level to adsClean & Easy Easy to Select Ads Interface Timely Reward
3 ways to ensure and maintain web 2.0 mediachannel good quality Micro-Media Registers Health Check – to rank all registers’ performance and adjust reward accordingly Users Segementation – to understand users‘ profiles and ensure brand information published through the most fiting categories Project Status Tracking – to identify and punish (if necessary) users‘ abnormal performance (i.e. malicious clicking) Good Channel = Scale * Quality Today’s Tomorrow’s Discovery Focus
Revenue projection in 3 years. Micro-Media Year 1 Year 2 Year 3# of Registered Users 100,000 400,000 600,000# of Daily Users 2,000 8,000 12,000# of Daily Audiences 1,200,000 240,000 360,000# of Daily Clicking 60,000 240,000 360,000# of Annual Clicking 21,600,000 86,400,000 129,600,000Gross Income 2,160,000 8,640,000 12,960,000(10% Commission)
Summary Micro-Media Existence of web 2.0 requires media buying to be more fragmented and deal directly with individuals – the true information/traffic generator. To protect web 2.0 users from negative expericen (i.e. flood of ads), the brands and ads. content need to be carfully selected and designed. Business success depends largly on channel quality maintaince and continuos improvement. Data tracking and mining would be crucially important to protect customer interests.
Micro-Media Company Micro-Media Inc. #53 CEO CMO CTO COO #53 刘鹏程 #15 张翼 #30 邱驰 #42 单佳- Campbell Soup - Mobile Magazine - IBM (2009-2011) - Tongji University(2009-2011) (2006-2010) (2008-2011)- Johnson & Johnson - E-fashion Magazine - Honeywell(2006-2009) (2003-2005) (2007-2009)- Fudan University(2002-2006) 20
Micro-MediaBusiness (Situation): Many consumer brands are struggling in buildingCustomer awareness and interacting with consumers on-line, they usually buy ads spots from high traffic webs (Complications): Advertisements in ads spot are ignored and limited effect to consumers, as consumers are instinctively seeking useful information in those webs, especially in web 2.0 sites. (Evolving needs): Attract active attention from massive consumers to branding information 21
Micro-MediaMicro-Media (Positioning): Media company competing with home pages (or other ads. heavy pages) and on-line media agencies such as AdChina. (Advantage): Provide the most cost effective way to penetrate branding information and drive consumers’ awareness and consideration (Competitiveness): Becasue Micro-Media: ▸ targets at web 2.0 sites that are becoming main stream of on-line traffic and; ▸ All Ads. are massaged as user-generated content which are more acceptable to viewers. (Characteristics): A young media expert who celebrates craziness and the power of indivisuals.