Big Data--let the global advertising market shuffle

Big data has become the hottest topic in recent years, from the New York Times to Harvard Business Week (Harvard Business Review), which has been featured this year, and now it's blown from the west to the east, Marketing magazine (Marketing Magazine) recently asked me about the idea of shuffling the global advertising market with big data.

Today, the global online advertising market is very strong. In particular, the United States and China highlighted the two countries with the world's largest advertising market, the amount of online advertising has surpassed the print media advertising. Advertisers, who are starting to focus on using data to make marketing decisions, will push this trend further. Digiday's latest study shows that 60% of the current advertising campaign will use the audience data to achieve positioning, and expected advertisers will continue to increase the proportion of the budget in this area, is expected in 2013, 43% of the budget for data-driven network marketing.

On the macro level, the Internet advertising market will become more and more intelligent and automated, which means that media planning, purchase execution, optimization and analysis will be integrated into a unified platform. The intelligent media purchase will no longer be unreachable, with the artificial intelligence and machine learning algorithm calculation model, advertisers can monitor, evaluate and advertise in a clear and real-time manner in the future. And behind all this, huge numbers of user behavior is the key to all this change.

Now, few people are skeptical about the value of big data and the decision to make business happen, and 2013 will be the starting point for big data fads. Next year, we will see an increasing number of companies investing in data to more efficiently integrate and tap their and third party data. More data-driven advertising companies and DMP will emerge to better portray the user's characteristics by consolidating user online and offline behavioral data. In the end, advertisers will start to use data to achieve the optimization of channel selection, content customization and crowd orientation.

The era of big data has come and the technology used in data has matured. This is the opportunity for advertisers to seize opportunities, in the fierce competition in the market to rely on data development strategy, to maintain their position and create a greater advantage.