Adtime Lei Yonghua: Future ads under large data

April 24, in the theme of "Science and technology to create a change for the future", the 2013 annual summit was opened at the Beijing National Convention Center. Domestic Intelligent Digital advertising marketing leading Enterprise Adtime Chief technology Officer Lei Yonghua in the Data marketing branch published the "Big Data in the future advertising" keynote speech.

Lei Yonghua Introduction, the big data applies to the Internet marketing domain can make future advertisement present "4M" characteristic. "4M" means more Faster, more centralized, more Vertical, more Closer. On this basis, the paper introduces the concept of time marketing of Adtime, time marketing is to add the time dimension based on the network user interest model, to capture the users ' real time demand through the fast data collection and mining ability, and to give the high matching advertising strategy, and to push the marketing information to the users at the right time, Can improve the effect of advertising to a greater extent.

When talking about more centralized, Lei Yonghua led to a large number of data flow bank Flowbank concept, that is, there are three nets: the Internet, mobile Internet, radio and television network (IPTV, OTT), but the three network user behavior is fault, is inconsistent. Adtime strives to carry out the data collection, standardization and fusion by means of technology, this process is called Flowbank convergence. Its role is to network behavior of users across the network, three-dimensional portrayal, for the brand customers, the effect of the customer to achieve the linkage between the network, thereby increasing the effective advertising exposure and conversion rate.

Adtime through the vertical division of the network, has launched the PC Internet based advertising platform CCM and advertising platform based on mobile internet finger passengers, currently launched a cross-screen strategy based on the interactive advertising platform Xad, under the guidance of time marketing strategy, can make advertising marketing "full time, the whole media" Improve efficiency.

In order to realize the cross screen strategy of advertising in the future, Adtime has made some innovations in video advertising. Lei Yonghua A few figures on the scene, the annual growth of more than 10% of the implanted advertising market size reached 8.25 billion U.S. dollars in 2012, 2/3 of users in the TV ads or video ads to choose to leave or change channels, in order to improve the effect of video advertising, Lei Yonghua display xad dynamic video advertising implantation technology.

Xad through the analysis of video content, the use of technical means to find the video suitable for the implantation of the lens and the region, and its value data, allowing users to choose the content of the ads, the same video based on different regions, time, people dynamically put different advertising content, through the innovation of advertising mode, not only improve the user experience, can also expand the number of video ads for video ads to open new value-added space. At the same time through the player's coordination to achieve the content playback effect can be traced, and the video outside the advertising position to interact. In addition, Adtime will also use "sound" under the Xad platform to solve some of the cross screen spread problems. According to the introduction, XAD through the video in the implantation of audio tags, you can achieve TV screen and mobile screen, outdoor screen and mobile screen interaction, through the radio and television Network and mobile network, the Internet and mobile network interaction. To achieve a true cross-screen, full media, precision advertising.

There is no doubt that the big data era of future advertising, will appear more efficient, more accurate, experience better directional communication technology, in large data age, technology as the core of the Internet advertising marketing enterprise groups, will be through these different networks from the data link, the flow of collection and standardization, to create a multi-screen fusion, Multi-network integration of three-dimensional precision advertising platform, together to promote the Internet advertising industry changes and development.