Advertising into the "Big Data" era

Recently, 2013 China Effie "3+1" Effect Trend Summit Forum held in Suzhou. From the domestic and foreign advertising industry, the creative community, marketing, financial industry experts and scholars and well-known entrepreneurs, together to explore the value of creative economy and brand effectiveness. In this forum, China's leading third-party advertising technology company second-hand system and the Promotion Committee of the Philippines to read the Big Data era of digital marketing, from large data found in the future marketing trends.

Advertising into the "Big Data" era

The digital marketing report under Large data readings (hereinafter referred to as the report), published by the second hand, is based on advertising data monitored by the 2012 second hand system throughout the year, and the report shows that the volume of data monitored by the 2012 second hand system has increased by 146% in 2011 and has shown a steady increase monthly. This also reflects the advertisers in 2012 years to significantly increase the launch of internet advertising, advertising costs from traditional media to digital media transfer. The report data from more than 200 advertisers on the Internet display type of advertising, involving 450 media more than 80,000 advertising, a total of 2,250 advertising activities, 408.9 billion exposure, nearly 3.2 billion click Summary. Through the analysis of these data, the second hand system shows us the performance of digital media in the past year, and then predicts the development trend of digital marketing.

Videos, portals and vertical sites are mainstream

In the media selection of advertisers, second-hand monitoring data show that video advertising is particularly prominent, accounting for 36% of the total exposure, ranked first in all Internet display ads, integrated portal and vertical categories of web sites two or three, the total exposure of these three types of ads accounted for all the monitoring data 85%. In the period selection of advertising activities, video advertising activities tend to take 4-5 weeks as their delivery cycle, and not video advertising activities, more than 9 weeks have become the most selective launch cycle. In the ad click Rate, video ads and non-video ads show a huge gap, video ads hit 1.9%, and not video ads for only 0.2%. In the advertising trend, the mobile internet has gradually received the attention of advertisers, especially some FMCG, automobiles, Japanese industry and other advertisers have begun to try to advertise on the mobile internet.

Advertising dropped to two or three-line market

In addition to the analysis of display-type advertising, the report also analyzes the video advertising market. The report shows that when advertisers launch video ads, they tend to choose the combination of "video vertical website + Integrated Portal video channel", which accounts for 75% of the total amount of video advertising exposure. In the launch area, advertisers tend to target one or two-line cities, which is related to the high price of TV advertising in one or two-line cities, but with the increase of internet penetration, two or three-line cities and provincial network of video site resources has gradually become a competitive region. In the frequency control of the launch, 40% of the advertisers chose three times, 23% of the advertisers chose six times. The main purpose of selecting three times and the following frequency control is to consolidate consumers ' awareness of existing brands, and six times and even more high-frequency by the advertisers to apply to the new brand of marketing, frequency control in the advertisers on the effectiveness of video advertising optimization, cost control played an important role.