Micro-blog executives: I believe there is still room for advertising.

category:Internet
 Micro-blog executives: I believe there is still room for advertising.


After the report, Sina chairman and CEO, micro-blog chairman Cao Guowei, Sina CFO Zhang, and micro-blog CEO Wang Gaofei attended the subsequent financial telephony conference to explain the main points of the financial report and answer the questions of the analysts. The following is the main content of this conference call Q & a session. Citibank AliciaYap: can management predict the profit growth rate in the next two quarters? What are the possible reasons for this years revenue growth? What is the current market share of micro-blog in social advertising? How much is it a year ago? Zhang Yi: at present, it is difficult for us to predict the profit growth of the second quarter, and it is generally necessary to get the result by the end of the quarter by the consumption and distribution of the stock. Wang Gaofei: the second question is about the second quarter growth drive. First of all, this years overall growth rate of the mobile Internet market has declined, but we maintained a relatively fast growth in the first quarter. For Adload (advertising load), the average value of last quarter and the first quarter of this year is almost flat. Because with the popularity of micro-blog and the growth of video streaming, we believe that advertising load still has room for improvement. At the same time, the advertising load capacity of video streaming is relatively low, which is only half of the total information flow. In the first quarter, we raised the price of the exposure advertising, which is aimed at the brand market advertising, with the range between 10% and 20%. At present, compared with other competing products, we still have certain advantages in terms of price due to the growth of users. In addition to the social market share of advertising, we have no data in this area, so it is difficult to provide a specific share of growth and trend, but from the distribution of our entire customer market, customers are mainly divided into K customers and SME customers. The budget for K customers to invest in the entire social sphere is increasing. As I mentioned earlier, in the past year, micro-blog has been more powerful in the impact and share of the entire customer market, and the advantage is expanding. For SME customers, some of them are similar to those of e-commerce providers, and micro-blog has natural advantages over other platforms. These customers have better marketing results in micro-blog than other platforms, so we have confidence in the growth of micro-blogs market share. The other category of SME customers is APP and game customers, so our competitive products are not only social products, but also Baidu information flow, headlines such as news products. As I mentioned just now, our main task now is to open the advertising load of video streams to these small and medium-sized customers. In the past, they had relatively limited amount of input in video streams, and this year we will release these restrictions. Barclays Bank GregoryZhao: my first question is about the Chinese Internet advertising market. Can management quantify the market demand for social and News advertising? What are the budgetary expenditures for advertisers of these two types of advertisements? Can the management update the current advertising season that will be launched in the second half of this year? What is the possible contribution to this years monetization? What is the estimated monthly active user volume in 2018? Will net growth be flat with last year? Wang Gaofei: as I mentioned just now, the demand of advertising market is mainly divided into two parts. If we look at K customers or social marketing customers, the trend of demand growth is quite obvious. In terms of SME customers, the pressure on market competition has increased this year than last year, but we will do more in the one or two quarter with respect to Adload and advertising stock. As for super powder, the product that we launched last year made a mix of our streams, including some of the customers of the flow of relations, the stream of interest, and the video stream. K customers will also enter the system for bidding, which will help us to improve the efficiency of advertising marketing in the long run. Because in the three or four quarter of last year, including the entire electricity supplier, O2O and our game class customers are bidding on the platform, so this demand is very large. However, from the first quarter of this year, O2O is also under pressure due to the low electricity supplier. Because only game customers compete in it, our quarterly eCPM (per thousand display advertising revenue) is not fast compared to last years ring ratio. So on the whole month of active user growth, on the one hand, I will look at the growth of the entire mobile Internet industry, for example, the sales growth of mobile phones, compared with a significant decline compared with last year. Although our cooperation with mobile phones this year has increased by thirty or forty per cent compared with last year, there are still some new and installed pressures from the mobile terminal this year. At the same time, we are also concerned about some of the new short video products in the market, faster in the first quarter, and some growth effects on other products of the Internet. However, the pressure of growth is mainly from the active user volume and market level. The increase in monthly active users is due to the growth of the market, which is why we have increased our new budgets, product development and active users budgets this year. (Qin Xin) source: NetEase science and technology report editor: Bai Xin _NT4464 Wang Gaofei: as I mentioned just now, the demand of advertising market is mainly divided into two parts. If we look at K customers or social marketing customers, the trend of demand growth is quite obvious. In terms of SME customers, the pressure on market competition has increased this year than last year, but we will do more in the one or two quarter with respect to Adload and advertising stock. As for super powder, the product that we launched last year made a mix of our streams, including some of the customers of the flow of relations, the stream of interest, and the video stream. K customers will also enter the system for bidding, which will help us to improve the efficiency of advertising marketing in the long run. Because in the three or four quarter of last year, including the entire electricity supplier, O2O and our game class customers are bidding on the platform, so this demand is very large. However, from the first quarter of this year, O2O is also under pressure due to the low electricity supplier. Because only game customers compete in it, our quarterly eCPM (per thousand display advertising revenue) is not fast compared to last years ring ratio. So on the whole month of active user growth, on the one hand, I will look at the growth of the entire mobile Internet industry, for example, the sales growth of mobile phones, compared with a significant decline compared with last year. Although our cooperation with mobile phones this year has increased by thirty or forty per cent compared with last year, there are still some new and installed pressures from the mobile terminal this year. At the same time, we are also concerned about some of the new short video products in the market, faster in the first quarter, and some growth effects on other products of the Internet. However, the pressure of growth is mainly from the active user volume and market level. The increase in monthly active users is due to the growth of the market, which is why we have increased our new budgets, product development and active users budgets this year. (Qin Xin)