Exploring the future of mobile application advertising

Mobile application of built-in advertising has basically become the mainstream mobile advertising market, but, in the present relatively lagging advertising mode (advertising, advertising wall, etc.) in fact, has restricted the mobile application advertising market development, then, we should adopt what is more novel mode of application of advertising?

In 2007, Apple released the iphone and app Store, which set off the first wave of mobile internet, and as the threshold for mobile apps grew and the mobile internet developed more rapidly, the way people got information changed gradually, Mobile applications are becoming the first carrier of mobile devices. In recent days, Strategy Analytics's latest figures show that advertisers ' spending on the application of built-in ads has gone well beyond the advertising overhead on mobile sites in the US and Western European markets. And it all shows that mobile apps have become the mainstream of mobile advertising market.

Current status of mobile application advertising

1. Advertising Banner

Can say that we have seen most of the application of advertising is mainly advertising, as shown below, flooded in the mobile phone every corner, all kinds of extensive low quality advertising rampage (IOS platform is slightly better), to Admob Banner advertising strip.

Admob is to move the mobile application ads into the low value Advertising alliance model, which belongs to the extensive development. The value of advertising is evaluated only from the flow, and is simply displayed and informed, and does not adequately provide the media value and brand promotion that the precise advertisement brings.

Recognized Admob because of its low threshold caused by rough advertising, matching bad, vulgar advertising, high jump rate, but it is because the threshold is low, its filling rate is very high. Liu Ying, a senior business manager at Google Admob, said at the 14th-phase geek event that Admob has more than 95% more ads on the domestic Android platform and IOS platform. And that for mobile internet entrepreneurs, Admob this low threshold advertising model is the key to their survival problems, and for an industry Banner although experience is not very good, but it is a common pattern of distribution patterns are very valuable.

As a result, this pattern of advertising Admob is still irreplaceable, and it is like a long tail in the mobile ad market, albeit at a low price but with a large number. Although in the short term can be through the built-in browser and download to ensure that the ad click will not jump out of the original host or carrier APP to improve some of the shortcomings, but we believe that in the future if the mobile application of new changes, then the first thing to be leather is the life of advertising.

2. Advertising Wall

At present, the application of the CPA based on user behavior to promote value-added advertising mode is more popular, it grasps the user to play the game needs, so that users download the installation to promote the application to obtain the virtual currency, props and other advanced functions, as indirectly as users save money. However, there are advantages and disadvantages, although in the early stage of this model users because of curiosity or strong demand, conversion rate will be relatively high. However, if this is the case, users will be because of the aesthetic fatigue or boredom of the game (the CPA model process is cumbersome and affect the user experience, there is interruption of user game process, so not fluent), conversion rate will be lower, unless there are constantly new users to join in.

In addition, for advertisers or distributors, the drawbacks of this model is becoming more obvious, because although it is a CPA model, but in fact it only reached the CPM mode, that is only to play the role of display and publicity, users will be downloaded and installed after the application would be unloaded, so that advertisers although the cost of promotion, but conversion rate did not go up , but will be reduced, and users will also be negative impact on the main product ads.

3. Rich Media Advertising

If the Admob is extensive low quality advertising, then Apple's iAd is just the opposite of the exquisite high-quality advertising. IAd is based on multimedia advertising, which can interact with animation, video, action and various levels of interaction. Users can watch in the application, reduce user jump rate and loss rate. In addition, the high quality of the advertising itself mode of novelty, users will be interested, so the click rate will be higher, the effect will be better. Apple has even released an application iad Gallery that showcases the IAD mobile ad gallery. But IAd also has its limitations, the threshold is high.

Although IAd has moved from the initial release of the mobile ad campaign to the lowest price of 1 million U.S. dollars gradually reduced to 500,000 U.S. dollars, know that the current minimum of 100,000 U.S. dollars, but it still makes the ads are basically banks, car manufacturers and other big brand companies. In addition exquisite advertisement needs good user experience and interactive effect, need exquisite video, animation and so on technology, but these all need the professional team to produce, is not a simple Banner can compare. So iad is exquisite, but the threshold is too high, so the filling rate is very low. If it continues, iAd will become a high-end brand advertising platform.

The above can be seen, the development of mobile application advertising is worrying, low quality Banner ads and the amount of fraudulent clicks in many ordinary applications, especially in the Android platform, advertising is eroding the system platform. These applications, which were supposed to be profitable for developers or developers, have been modified by many third parties because of their impact on the user experience. and high quality advertising threshold is too tall for ordinary developers basically hopeless.

We all say that there is no advertising in this world, advertising just misplaced the information, the biggest pursuit of advertising is how to turn the ads into information. and advertising into information is to make accurate, which also explains why people do not like the current application of advertising, in addition to a lot of advertising itself to make rough outside the biggest reason is "misplaced" the place. So why "misplaced" it, because many advertisers are still in the traditional internet advertising thinking of mobile internet advertising, ignoring the mobile internet is not simply the extension of the traditional Internet, it has its own characteristics: precision, location, dynamic and perceptual. If you do not take full advantage of these features of mobile Internet (such as only to consider text matching and ignore scene matching) will easily cause ads "misplaced" place.

The reality is that developers and developers simply make money by advertising. The mobile internet is essentially an information carrier and media platform, and an application of the value of not just pull ads, advertising should be recommended, content extension, in addition to high-quality advertising iAd, there should be more innovative advertising and content for better integration, not like advertising ads, this is the future trend.

So we think there should be some new patterns in future mobile apps:

1. Embedded advertising

Advertising scene adaptation advertising is the most objectionable, through the popular, the crowd segmentation to achieve like the movie in the hidden ads is the future mobile application ads. For example, tap.me in the game to add brand advertising customers, t it creates a scene in a mobile app game where the game developer points out the location or function of the sponsored ad, and then The Advertiser can insert ads for the appropriate location or reward function, and when the user is in a position or wants to use some additional functionality, You can see the sponsor's ad, as shown on the left. In fact, there are such ads in the desktop game, for example, the right side of the "card".

Recently Drawsomething also joined the advertising implant, after the acquisition of new owners Zynga brand name into the "drow something" in order to use this advertising model to expand game revenue. The American Ice Hockey League (national Hockey League) was one of the first advertisers to formally participate in the model. It will also add the advertiser's brand name to the word selection list, leading the player to create a painting with the theme of The advertiser's logo and product, as shown in the following illustration. In addition, Nike, KFC, Doritos and other well-known brand names are also being tested.

New pattern implants, including tap.me and Drawing something, combine advertising and gaming to boost the player's gaming experience and bring new outlets for advertisers and game developers. With the rapid development of mobile Internet, we believe that this new advertising model will replace the current advertising bar, advertising wall and other traditional models to become the dominant mobile advertising.

Interactive advertising Mode

Commercial value clients have tried interactive advertising mode. Last year, the commercial value and every customer launched the jigsaw puzzle can let the user and the advertiser real interaction, the user completes every guest clothing puzzle and will share the result to the microblog, can obtain every guest voucher.

AR Advertising Mode

AR (Virtual augmented reality) technology is a combination of GPS + camera, in addition to enhance the user and application of the interactive experience of advertising, you can also connect the Online to Offline relationship. It directly expands the space of advertisement to another virtual world, and the passive advertisement is displayed as active discovery. For example, familiar with the smell of Ibutterfly catch butterfly collection coupons, Vodafone bufferbusters City capture Virtual Monster Exchange points prizes and BMW MINI Getaway City activities (see video), but also send a genuine mini Cooper. Although it is only in the exploratory state, but undeniable is that it is a step-by-step to mature, the future is bound to be mobile application advertising mode is a very important part, because AR reopened a virtual world, in the future in shopping, tourism, mobile social, real estate information, game elements, Virtual eyes and so on have great prospects.

Of course, virtual augmented reality, in addition to our common camera form, can also be implemented in sound mode. Recently outlets convenience store in Thailand a marketing campaign let us see the new model of advertising there are many ideas can be tapped.

QR AD Mode

Now a bit of tepid QR code advertising has other forms of irreplaceable features: curiosity, efficiency, precision.

1. The two-D code must be scanned and decoded with a webcam to present hidden information, which can spark a user's curiosity and engage in interaction. The "Victoria's Secret" two-dimensional code advertisement as shown above.

2. Two-D code advertising the second feature is not subject to time and space restrictions of efficiency, at any point anywhere, as long as the two-dimensional code can trigger the corresponding information and operations. In the 14th phase of the extreme guest activities in Beijing-East mobile client Yang Siyong has said that as long as the mobile phone installed on the client software, with the mobile phone to the two-dimensional code ads to take photos, you can immediately give the price of Jingdong, but also support the next order immediately. This shows that it can become the core function of mobile e-commerce killer application.

3. Two-D code can be real-time, accurate access to user scan code information, statistics of each user to take the code behavior and the action of the user after the code, so that the use of statistical data analysis of the optimal delivery effect.

Let's look at one more example. Heineken Beer had a QR-coded sticker on a music festival, and a simple and personalized personal introduction to the recipient would be entered into the computer. Anyone who wants to meet new people just pulls out his phone and pats the QR code on the other person to find the right opening line for the conversation. Heineken more than 5000 stickers in the four-day period.

In the current development situation, two-dimensional code has integrated into the various App trends, such as micro-letter, Beijing-east mobile clients, can be foreseen in the future QR two-dimensional code ads will still have a place.

Considering the mobile Internet although in the outbreak phase, but the development of mobile advertising is not the development of mobile Internet directly proportional to, it can be said that the lag, it also shows that the mobile application advertising market potential is huge. is in the high-speed development of the application of advertising although under some constraints, but the new advertising mode of exploration and development has been ongoing, although the future does not know exactly how, but we believe that the future must be beautiful.