小编看到一篇好文，这篇文章不是互联网媒体购买圈里的当事人写出来的，而且是写给外国人看的，所以相对中立，也只有eMarketer的付费客户能看，小编所以翻译了最后一段关于中国网络买卖现状的。希望给粉丝们一个中国媒体购买生态圈的整体概念。
智威汤逊JWT数字策略总监
前Agency.com中国董事总经理

“在中国CPD还是主流，卖广告还像原始的电视媒体购买，这就导致了中国的门户网页变得越来越长，因为要放CPD的广告位。网页越长，广告位越多。”

eMarketer中国现在互联网广告的买卖与其他国家有何不同？

Chew:智威汤逊JWT是创意广告公司，不从事媒体购买，但是我之前亲身经历过。整个媒体监测的透明度远远不及西方国家。许多网站不允许第三方监测，这是个天大的问题当你作为广告媒体代理商你怎么向你的广告主解释有多少流量是被广告投资引起的效果？

有时媒体网站提供的数据有明显问题，他们会告诉你有百万级的点击。但是你的品牌网站数据只有十万，这就有十倍的数据差。

第三方监测公司会帮助解释其中的奥妙(Admaster,秒针系统,Mediamind,DoubleClick)，这当然也就是个媒体与第三方监测公司互相指责的过程，如果监测得当，好处就是你就可以看出整个用户是怎样慢慢被你的广告所影响，如何从访问者转换成消费者这个转换过程的。但是中国广告主还在慢慢接受第三方监测，当你有在好几个门户做广告，进行第三方检测的难度就更加高了。在中国几乎所有的门户都想自己做adServing，不想给你监测。如果广告主确实有很大的媒体预算，比如联合利华或者宝洁几百万几百万的投媒体，你就能说服媒体允许你第三方监测。

同样的还有一件事就是CPM(cost per mile impression)购买模式在中国还没成型，在中国主导的还是按天买广告位CPD （cost per day），这就造成了网站第一屏广告位才是抢手的，因为第一屏的广告才是真正有价值的，第二屏第三屏搞不清楚消费者看否看到，谁都不愿意投。 还有就是轮播形式的广告在国外很流行，就比如一个消费者刷几次网页，可以看到好几次不同的广告，这样同一个广告位可以给卖给好几个广告主，获得更多的经济利益。但是因为不能监测，说不清楚，在中国CPD还是主流，卖广告还像原始的电视媒体购买，这就导致了中国的门户网页变得越来越长，因为要放CPD的广告位。网页越长，广告位越多。

”公司与公司之间的返点大约是在%10左右，当然关键人物的台下交易也有，这个就没有多少人谈了。一旦公司返点，或者个人返点达成，从道德上也就不会对广告的有效性或数据过份关心了。然后媒体也就懒得提供给你所谓的透明数据与效率了。“

eMarketer：你觉得中国媒体购买的透明度会改善吗？

Chew:我听了好几次广告界的人说要将美国IAB(互动广告局)模式在中国开展（制定标准加速产业链的交易与透明），但是没有一次成型。每次都是一帮老外来，没有本土的人参与。在中国媒体都是中国本土人，他们有既得利益需要保留不透明的现状。因为媒体还是通过返点打折，有时候甚至是对个人返点来促成交易的。

而在西方，媒体点位奖励，或者是使广告投放更有效是达成交易的关键。在中国更像是节省成本或者说是返一点利才是关键。公司与公司之间的返点大约是在%10左右，当然关键人物的台下交易也有，这个就没有多少人谈了。一旦公司返点，或者个人返点达成，从道德上也就不会对广告的有效性过份关心了。然后媒体也就懒得提供给你所谓的透明数据与效率了。

“于是从某种意义上，互联网的入口从搜索引擎转变成那些社区网络了。”

eMarketer: 搜索广告在中国还是以百度主导的，你怎么看其他参与者比如谷歌或者其他参与者。

Chew：谷歌在高教育层次的用户中比较受欢迎，特别是那些有远见的人或者国际视野，英语良好的人，这些人不太相信百度。多少是因为百度还是允许左侧结果页的结果条广告。谷歌对中国的服务是打了补丁的，只有你购买了VPN你才能享受到完整的谷歌服务，这在中国用户中是少中又少。

百度有80%的份额在中国，腾讯与新浪的搜索不能比，尽管我听说新浪搜索因为其微博业务份额有所上升，这很有趣。百度的搜索结果品牌专区Brandzone，百度知道，百度贴吧，这是百度发展中的亮点。

如果你还在说搜索那么就是百度与谷歌。但是现如今很多人都是从微薄上发起对一件事情的关注的，或者renren. 社交网络才是关注的发起点。

你逐渐被你朋友，亲人，亲密的人的那些笑话，照片，动漫，视频影响着。你不会有冲动去搜索相关那些话题，除非你有研究需要。于是从某种意义上，互联网的入口从搜索引擎转变成那些社区网络了。

eMarketer：你对中国一线，二线城市的广告的行销有何建议吗？

Chew: 我们先不说媒体的选择，但从文案来说就要更直接，因为这里的人比较不复杂。市场营销者必须给到这里的消费者非常充分的理由为何要购买。别绕圈子装作很聪明，虚情假意，诙谐或粗俗。那不起作用。

有趣的是我发现就品牌来说中国与台湾地区的消费者比欧美有更多的选择。因为欧美的品牌都认为华语地区是新的增长点，一下子全到中国来了。概括来说，品牌要善用体验行销，社区网络，口碑营销。

原文出自eMarketer：

eMarketer: How is online ad buying conducted differently in China

compared with other markets?

Chew: We don’t do much media buying at JWT, but I’ve done it in

the past. Tracking media performance in China is far less transparent

than in the West. Many sites don’t allow third-party tracking, which is

a huge issue when you’re trying to prove to a client how much traffic

you got for the ad investment.

Sometimes we have problems when the sites provide their own

tracking. They will say they got you a million clicks but your web server

report only says 100,000 unique visitors turned up. Then there’s a

10-to-1 discrepancy between what the portal said it gave you in terms

of clicks and what your web server says in terms of unique visitors.

Third-party tracking helps to explain those differences, especially

between different portals being able to tag people and seeing their

user journey and where they’re dropping out of the funnel. It

becomes a lot more complicated when you’re trying to do a campaign.

across four or five sites and each one of them wants to use its own

ad server. It’s a huge hassle and there’s a lot of distrust among

agencies and the media as to the truthfulness of those numbers.

If you’ve got huge buying power, like a P&G or Unilever where you’re

spending millions of dollars on one portal, you can convince them to

allow you to use a third-party tracking service. The other thing is that

buying on a CPM basis has yet to become the dominant method in

China. So that means that a lot of spots are still bought by daypart,

and because of that you have one brand owning the top banner

space. Anything above the fold is prime real estate and there are only

so many banners you can have above the fold.

In other areas, you have ads in rotation because they’re being bought

on a CPM basis. So when you reload the page you’ll get a new banner

from another brand. So the portals can actually sell that high-value

inventory to multiple people, but in China in the early days of the

Internet, they followed a TV buying model. Marketers would buy the

media for the day and because of that, the Chinese webpages grew

longer and longer because they had to accommodate more ads

because everyone wants to buy it by the day.

“There’s a high level of returns in China.

Consumers here buy stuff, try it on, wear it for a

while and then return it expecting a full refund.”

eMarketer: Do you see greater transparency coming any time soon

to China?

Chew: I’ve heard many times about people in the advertising industry

trying to get the IAB started here. It hasn’t worked out. It all been a

bunch of expats and no local people. The publishers themselves have

a vested interest in keeping things the way they are because media

buying here is about getting a discount off the rate card—and

sometimes it’s worked out to be a rebate for the person doing the

buying.

In contrast, in the West, you would be going for bonus media and

extra efficiency. In China, it’s more like, “Give me a cost-savings and a

kickback.” There’s a kickback that goes to the company, which might

be a 10% rebate on the buy, and there’s also an under-the-table

kickback to the buyer, which is something nobody talks about. Once

you take kickbacks you have very little moral high ground over the

publisher. And then the publisher has very little incentive to give you

the kind of transparency and efficiency that you want.

eMarketer: The search market in China is dominated by Baidu, where

would you place Google and other players?

Chew: Google is popular with highly educated, white-collar

professionals, especially those who have a more international outlook

and want to search for things in English. These people don’t trust

Baidu. Also, Baidu still allows a lot of sponsored links on the left-hand

side of the results page. Google has patchy service in China unless

you have a VPN, and that’s still a very tiny minority in China.

Baidu has 80% share in China. Tencent and Sina search are nowhere

close, although I’ve heard that Sina’s search activity is picking up a lot

since Weibo became so popular, which is quite interesting. Baidu has

been quite innovative with its Brand Zone and a user-generated

content bulletin board where people go to get answers to their

questions.

If you’re actively searching for something then you’re talking about

Baidu and Google, but most people these days will discover content

through Weibo or through a social network like Renren. Weibo would

be where you’re online research journey starts.

You’re discovering all this stuff that your friends are sharing and you

get so engrossed in looking at the jokes, photos and cartoons that

are being shared by your friends and colleagues and strangers that

you follow that you may not have that impulse to go to Baidu and

start a search unless you have a research requirement. So in some

ways the social networks have replaced some of that need that search

used to fill.

“Many sites don’t allow third-party tracking, which

is a huge issue when you’re trying to prove to a

client how much traffic you got for the ad

investment.”

eMarketer: How would you advise marketers that are looking to go

beyond Tier 1 and 2 cities? What are some best practices?

Chew: Apart from the choice in media, I think they need to be more

direct with the messaging, because people are a little bit less

sophisticated. Marketers need to give consumers in these areas

strong reasons to buy. Don’t try to be too clever, tongue-in-cheek,

witty or saucy. That doesn’t work so well.

Interestingly, I think people in Chinese and Taiwanese cities now have

more choice of brands than people living anywhere else because the

Europeans, Americans and everyone else is coming into China and

seeing it as the future growth engine for their brand. In general,

brands need to use a lot more experiential marketing, social media

marketing and word-of-mouth.