China wireless advertising industry analysis monthly, January

According to analysis by some research institutions, China's wireless Ad market is currently at the end of the pilot period. The main feature of this phase is that various wireless advertisements are emerging, and some emerging marketing models are emerging and gradually forming their own characteristics; A series of measures between operators and the Ministry of Information Industry have effectively stabilized the chaotic wireless advertising market, and industry companies have gradually entered a state of standardized operation and orderly competition. for consumers, curiosity about these new forms of wireless ads is the initial cause of their exposure to these ads. Wireless ads have long-term drawbacks (such as forced delivery and single performance) the improvement is an important reason for the regression of consumer trust.

To sum up, the operation and reform of wireless advertising companies are related to the sound operation and future development trend of the entire industry. To this end, in the first "China wireless advertising industry analysis Monthly" of the New Year in 2008, fmdc summarized the development of the Chinese wireless advertising market in 2007, it focuses on the current situation and development trend of China's wireless advertising industry companies. Fmdc comprehensively analyzes the basic operation status and marketing strategies of current industry companies, and transparently displays the situation of the wireless advertising industry from the perspective of advertising sales, production and publishing, provides industry companies, advertisers, operators, end users, and followers with data research conclusions featuring directionality, reference, and thinking.

China wireless advertising industry analysis monthly is the first monthly wireless advertising industry analysis report launched by fmdc, the Data Research Center of fingertip media, in China, based on massive data surveys and rich customer resources.
Some analysis charts are displayed:
Only 20% of wireless advertising companies provide wireless ad services other than text message and MMS advertisements
According to the analysis data of fmdc on 84 valid and complete samples (industry companies), the main businesses of wireless advertising companies are concentrated in text message advertisements, and all companies in the industry under investigation can provide text message advertisement services; the second largest business is MMS advertising. 48.3% of industry companies can provide this business. Currently, less than 20% of other nearly 10 wireless advertising forms can provide advertisers.
Due to the delay in Wireless Ad technology, restrictions on mobile terminals, and low acceptance of wireless Ad market, the current domestic wireless Ad format is still simple, but compared with the 2006 S, wireless advertisement forms are gradually showing diversified development trends.

In addition to the real estate industry, nearly 40% of wireless advertising companies have provided wireless advertising services to advertisers in other industries.

According to the fmdc survey, the main advertisers of wireless advertising companies are still concentrated in the real estate industry, and the main customer groups of all companies under investigation are concentrated in the real estate industry. Compared with the previous two years, despite the rapid growth of wireless advertising spending in the real estate industry, the proportion of its spending share is decreasing year by year, advertisers in the entertainment and it electronics industries have become the emerging main force in the form of wireless advertisements. nearly 1/3 of industry companies have advertisers in the entertainment and it electronics industries.
There are many reasons for the limitation of the main advertisers in industrial companies. The most important reason is the mainstream application value of wireless advertisements: sales promotion. This application value hinders the expansion of the advertiser industry of wireless advertisements. As a result, wireless advertisements only attract advertiser industries that focus on short-term promotions and short product lifecycles, such as opening promotions of real estate; on the other hand, it also limits the status of mobile media in the selection of existing advertiser promotion media. Due to the large number of advertiser media choices during the promotion, mobile media-based wireless advertising has a single form of presentation, as a result, mobile media accounts for only a small part of the promotion media selection of advertisers.
To break through such limitations, in the future wireless advertisement development, we should not only focus on application value innovation, but also on wireless advertisement technology innovation and enrich the advertising forms.

 
The China wireless advertising industry analytics monthly, published in January, will be provided to members of fmdc and non-member advertisers, other media, academic circles and people in various fields, fmdc will publish some industry and data analysis reports through websites and forums.
In the next few years, wireless advertising will seize the opportunity of the 3G era and the advertisement carnival of the 2008 Olympic Games to further realize the standard development of the wireless advertising industry, fmdc China wireless advertising industry analysis monthly will work with advertisers, operators, other media, academic circles, and people in various fields to standardize the development of China's wireless advertising industry.

link: fmdc
fmdc fingertip media data Research Center (FM data center) was established in March 2007, in China, Beijing zhiqijian times Media Technology Co., Ltd. first launched a mobile phone user attribute mining system and user behavior analysis system, leading the development of the wireless advertising industry.
fmdc is China's first professional data research institution in the fifth media field, focusing on four years of wireless advertising experience and innovative technology application of fingertip media, it has been recognized by advertisers, operators, competitors and other media organizations in the industry.
fmdc is committed to wireless advertising industry research, wireless advertising effect monitoring and analysis, wireless advertising strategy and Marketing Innovation Model Research, and wireless advertising database construction, it provides comprehensive, detailed, and accurate data reference and policy guidance for the standardized development of wireless advertisements in China and industry advertisers.