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The Highest State Of Flattery

2008/8/11 15:25:00 41767

"The alarm clock with its wings flew into the window full of sunshine, and jumped to the head of the cartoon star" Wang dog ". The naughty" Wang dog "was drinking a bottle of Mengniu breakfast milk.

This "good morning" cartoon is popular on MSN (instant messaging), followed by Mengniu's breakfast milk advertisements on the screen of many MSN users.

The famous celebrities, such as little broken children, mung bean frog and Wang dog, are becoming the new favorite of the Internet advertising industry. They put the ads in the animation expression, and the new mode of "anime pmission" in instant messaging tools was popular in 2007. All this benefited from a company called Myshow. Through cooperation with MSN, Skype and other instant messaging tools, Myshow established the largest animation advertising platform in China.

Today, the company, which sells "facial expression", has earned a lot of money not only from the top customers such as Mengniu, Yili, Lenovo, China Unicom, but also has just become the four largest animation supplier in Microsoft.

"After February this year, Microsoft's global users, including 56 countries, 13 languages and 27 charging markets, can directly use the animation products provided by our company."

Li Meng, vice president of Myshow, revealed.

Internet audiences

Myshow charges the location and time on the platform according to the "animated pmission", which is similar to the "outdoor billboard", for example, the price at the first place in the download bar is the most expensive.

Advertising revenue is the main profit model of Myshow. Some investors even regard it as a niche of the Internet. The difference is that the communication tool has become the computer screen of hundreds of millions of IM (instant messaging) users, while Myshow provides software technology, content and copyright.

According to Li Meng, Myshow has not only the copyright of 86% of China's Internet animation, but also the copyright of some overseas animation stars, such as South Korea's bad bears, is also an important resource for Myshow.

Similar to traditional advertising companies, Myshow salesmen will produce different expression schemes according to their product characteristics.

"We will monitor and download user groups of all kinds of expressions, and download different expressions to analyze the preferences of different user groups. For example, users who like dogs and children who like small children are definitely different in consumer psychology."

Li Meng said.

Through MSN, Skype and other channels, Myshow's animated cartoon has covered nearly 90% of China's netizens. In foreign countries, most of the sending and sending of animated cartoons are toll services, while in China, this is free, which brings innate advantages to the placement of advertisements.

Unique interpersonal communication

"We made an advertisement for Mengniu with the image of" little broken child ". Users enter key words on IM, such as" breakfast "or" breakfast ", or something related to appetite. It will be directly linked to the theme of Mengniu's spread, which is an advertisement to be pmitted by communication and communication between people.

An insider from Myshow said that through the company's backstage database, you can know what he is most willing to say every user in every region of China at this moment.

We found that at 6-8 p.m. in the summer, many people like to send "you want to invite me to dinner." we made a good combination of this communication language with the advertisement of a beer manufacturer last year. At that time, there would be a maximum of 600 thousand -70 users per day.

All along, pop-up ads are not popular among netizens. Unless online advertisements are interesting, few people will actively click on advertisements.

The automatic pop-up ad and suspended advertisements will disturb the normal browsing and cause the disgust of the Internet users.

Zhang Peng, a consultant at Kai Kai capital, pointed out that, if Internet users prefer the image of the animation scene and the adhesion to the advertising products, they will spread independently in the network, which will capture the hearts of the people.

This is the advertising value generated by interpersonal communication.

Microsoft's global suppliers

Data show that 81.4% of Internet users in China are using instant messaging tools. With such a huge crowd base, IM advertising looks promising. 210 million.

Li Meng said that since the launch of Myshow early this year, the advertising volume of Myshow has been increasing every quarter.

In addition to IM's publishing platform, Myshow has extended its reach to Internet forums, communities and mobile user markets.

At present, with the help of Phpwind, China's second largest community forum platform, Myshow will cover approximately 30 000 forums and communities in China.

Myshow said it is also a national animation content provider of China Mobile and China Unicom.

"We are actually doing short animation export business.

Microsoft's global animation business is about $30 million a year. We become one of the 4 suppliers in the world, and the other 3 are Japan, the United States and Australia. The three companies are listed, and we are the only suppliers in Asia that can cover the world. "

Li Meng said.