Internet ads gaining popularity in China

The country's advertising industry has been booming in recent years, and Internet ads have been even more popular with consumers. However, Internet success can also mean problems.

China's first Internet ad, popped up on computer screens in 1997, and the past 12 years have seen the industry boom. In general, Internet ads can be divided into five different types -- search engine ads, e-mail ads, software ads, online game ads, and network community ads. The last two represent the most recent trend.

Advertising Industry Analyst said "This is a social network ad for a Smart car, aimed at smart users. It advertises the car in an interactive way. Netizens can pay online games with a Smart car. They can also decorate their cars online. After that, they can see their unique designs materialize at a car dealership."

Network community sites are new ad territory for enterprises, and many famous brands have set up their own network communities.

Another popular ad venue is online game ads. Take the example of a popular Web site. Netizens raise animals in their own online account, they harvest their own agricultural products, and can even steal from friends' virtual farms. But if you take a look at the properties, you can easily find a beverage brand. As Netizens use these properties, they will remember the brand. Industry insiders say these two kinds are the future trend of online ads.

Liu Yan, Senior Vice Chairman of Fleishman Hillard Int'l Communications said "These ads interact with users, which is the biggest difference over traditional ads."

There used to be a classic ad campaign on the Internet -- a competition to decorate a car interior. The winner got a prize of a real automobile. The ad was accessed by hundreds of millions of users, and more than tens of thousands of people signed up for the competition.

Liu Yan said "The ad was completely done by Internet, but the result was surprising. It was viewed by nearly 100 million people. The Internet helped the car meet nearly half of its annual target before it even came onto the market."