11 julyDitheringAdvertising operations were fully resumed. This was preceded by a 10-day “scrambling” of the vocal advertising business as a result of a overhaul。
On 30 june, five companies, including the voice, search dogs and others, were interviewed jointly by the beijing city network office and the beijing city bureau of commerce and industry, and were asked to initiate a special overhaul of advertising operations as of that date。
And as the actual operator of the tremors, beijingByte beatThis is not the first time that there's a problem with advertisingHeadline todayIt was also punished for advertising irregularities。
Advertising is a constant problem
In april of this year, the national directorate of market supervision published the first cases of typical false and illegal advertising in 2018, which included the publication of byte beats。
It is alleged that, since june 2016, several medical advertisements without a medical review certificate have been published in the front page of today's byte beat operation, in violation of article 46 of the law on advertising, which constitutes an offence to publish medical advertisements without censorship。
Thus, in march of this year, the haidian branch of the beijing municipal administration of commerce and industry imposed administrative penalties on the byte beat, ordering it to stop the publication of illegal advertisements for the above-mentioned content and to confiscate advertising fees totalling $235971. 6 and a fine of $707914. 8。
In march, omega exposed the headlines today in the cities of the 2nd and 3rd lines for the issuance of non-compliant medical advertisements by “two jumps”. The so-called “two jumps” are audits conducted under the guise of one compliance product, but when users click, they jump to another offending product advertising page。
In response, today's headlines stated that the above-mentioned problems were the result of mismanagement. The reason for this is that outside interests lure two employees of the sichuan branch of the sichuan sub-company, as well as those of nanning agents, into breaching the company's disciplinary and supervisory system, and their internal and external collusion to evade today's headlines。
At the same time, today's headlines indicate that a round of inspections will be made of all salesmen and advertising agencies. However, the tone was still missing, and in early june, the announcement of a tremor was accompanied by an insult to young yun。
According to the office of the permanent representative of the people's republic of china to the united nations, there are alleged violations of articles 12 and 47 of the law of the people's republic of china on cyber security, article 22 of the law of the people's republic of china on the protection of heroes and martyrs and article 9 of the law of the people's republic of china on advertising。
An internet industry observer stated to journalists that the caricatures had just been searched for the ugly caricature of the heroic martyrs, and that it would be tantamount to setting themselves on fire at the time the red line was touched. Journalists learned from multiple byte beats of internal staff that, after this incident, the attitude within their company was “acknowledged and punished”。
On the afternoon of the same day, the headlines issued an apology stating that the advertisement was a serious mistake when the company commissioned a key word bid from an advertising firm, and that the company failed to scrutinize the key word packages provided by third parties, causing serious omissions and failure to filter the content。
Vice-president li zhong, who beat the byte, later told the journalists that the violent caricatures were the result of the spontaneous creation of offensive content and that the shivering was caused by a process gap, which was completely different from its nature. However, the company did make a serious mistake and would be willing to accept the corresponding punishment to apologize to the british。
"lost" in performance
The suspension of advertising is a cost to the voice. Although only 10 days are available, this has far-reaching implications for the commercialization of the voice and the whole byte。
In mid-june, for the first time, the voice of the voice made user data publicly available. Domestic daily users have exceeded 150 million and monthly users have exceeded 300 million, and a beautiful report card has been handed over with a shivering for only 21 months。
After nearly 10 years of advertising, wang peng (alias) told economic reporters in the twenty-first century that “in fact, every advertising platform has a very strict vetting mechanism, and no one is willing to serve as an advertising bill, exposing it to the risk of being overhauled”
So it's the review team that's exposed this time. Previously, the shivering had been ordered to undergo a round of overhauls and to expand the number of content reviewers due to irregularities in short video content。
Today, while the increase in advertising services is certainly not comparable to the increase in users, the commercial value of the tremors is beginning to expand as the flow of users surges. According to media reports, byte beats targeted 40 billion yuan in 2018, of which a quarter may be required for tremors。
At this time, there is also an urgent need for greater scrutiny of advertising. Among the modifications requested by the beijing web office in response to tremors is the improvement of the advertising review mechanism and the inclusion of advertising reviews in the responsibility of the editor-in-chief。
In addition, wang bun believes that the most important reason for the non-compliance is human. “many salesmen or advertising agents will try to obtain orders to complete kpi, even if they do not comply.”
In today's headline “two jump” advertising cases, problems are found in almost all the cities on the 2nd and 3rd line, because, in those cities in the north, where advertising is supposed to be larger, the pressure to perform is less severe, and these cities are more regulated。
Wang peng also described the phenomenon of “platforms of iron strikes and advertisers, water agencies” in the advertising circles. “advertisement platforms are generally handled through agency companies, so that they can also be pushed if problems arise.”
According to previous reports from omega, today's headline sichuan branch employees have said the same: “agents are our channel, they are the accounts, they are the accounts. We are responsible for some service cooperation throughout the house.”
Such an approach might help advertising platforms circumvent their immediate responsibility, but in the long run it would be extremely damaging to the brand image of an enterprise. At present, the state is also moving forward with the construction of a credit system for enterprises, which will also be significantly reduced by repeated advertising irregularities。
During the reorganization of the advertisement, the voice promised a twice-budget incentive if the client wished to postpone the placement. The incentive multiplier would be higher if it were to be placed on other company platforms。
Wang peng stated that the unilateral suspension of advertising for his own reasons was subject to compensation under the contract and the introduction of incentives to recover damages。
For advertisers, however, the commercial value of a platform where brand image is broken can naturally be reduced. The people in charge of a brand drop told reporters that they had used to be a very valued launch platform, but that after this year's events, it would be a risky one, and it would certainly be a matter of concern。
