Brand advertisers favor super App, put on display the growth trend

On June 26, 2014, Plum Blossom Network's "Mobile Marketing Special Event" hosted by MeiHua.com was held in Beijing. Qin Feng, the vice president of Anwar Media, the largest mobile advertising platform in China, was invited to conduct mobile advertisement Relevant research results and case sharing, and also on the new trends in mobile marketing for the future.

Brand advertisers in the Super App delivery showing a growing trend

The growth of advertising mainly depends on the simultaneous and coordinated growth of the two indexes of display quantity and delivery budget. The excessive growth of any one index is unfavorable to the whole industrial chain. The rapid growth in the amount of display, delivery budget slow growth, it will hurt the media; display slow growth, investment budget growth quickly, will greatly enhance the purchase cost of advertisers, the two must coordinate the pace of growth in the game in order to promote the healthy growth of the industry .

The same is true for mobile ads, where as the size of the user surpassed 500 million, the first significant increase was in mobile app traffic for advertising. There are more and more now

Of mobile APPs have reached billions of users, and the number of app owners is still growing very rapidly, providing enough traffic for mobile ad serving.

From the advertiser's point of view, supply and demand side growth is very fast. Mobile App ads in the domestic market basically started in 2011, when the customer's delivery is very small, then the amount of a single delivery is generally about 5-10 million. As the industry grows, customers in more and more branded industries can be seen starting to advertise on the mobile side and the budgeting budget is also on the rise. Into 2014, in the Anwo mobile advertising platform, the implementation cycle of 2-4 weeks, a single amount of more than 300 million in the promotion of the case has been commonplace, which in 12,13 years is unimaginable, the first is advertisers recognized Degree is not yet available, the second is the same amount in such a short delivery cycle, there is not enough traffic to consume. This shows that, whether traffic or budget, the outbreak of mobile advertising already have the basic conditions.

App media resources began to show a significant growth trend, more high-quality APP appears, and are willing to do some cooperation with the brand's customers, including the resources of the cooperation or soft implantation.

For example, I give you an example, the Chinese calendar is a calendar APP, from the current user volume, activity is very high. This APP features male-dominated users, over the age of 35, and currently has a total user base of more than 120 million, which is a huge billion-level media. Why is this user characteristics? As the calendar on the Apple mobile phone has only a Gregorian calendar, and many informations such as lunar calendar, the yellow calendar and other information do not have, and such a feature of the population in the cultural background and habits still have the lunar calendar and calendar needs, which created a user base.

Jeep's "JeepDay," the first "JeepDay," was in June and coincides with Normandy's memorial On the day of the case, this case created the first full-scale attempt to launch a native brand on the calendar for a given date. Through the Chinese calendar such an App media, you can help Jepp achieve open advertising, but also through the calendar, including the title of the day, and the skin, lock screen reminders, a full range of "JeepDay" reflected.

High volume of users of App media to meet the advertisers in the coverage of the demand, and user characteristics significantly super application to meet the advertisers in the "tonality" needs through the mobile advertising platform to supply and demand both organic combination , With a rich form of advertising to be displayed, both supply and demand have been the desired results.

More and more huge amount of users APP, doing brand cooperation. This is a very obvious trend at present.

The long tail effect of mobile ads is starting to emerge

Whether from the perspective of the development of the Internet industry, the mobile Internet or the increasingly fragmented users' time, mobile Internet users will lead to long-tailed trends. As we all know, at present for the smart phones, both the number of users, or the number of applications are very large, but in fact many App media life cycle is relatively short. From the data on the Anwo mobile advertising platform, we can see that there are 60% changes in the Top100 App every month, 90% change in TOP30% APP, and there are constantly new APPs emerging to rapidly obtain large numbers of users , While there will be some very hot App users quickly decay. In other words, there is a considerable amount of App media has the characteristics of short-term high-flow, short life cycle, for advertisers, this flow is difficult to grasp in a timely manner, which led to the emergence of long-tail mobile traffic.

According to the results of the third-party data statistics, the audience media consumption of mobile media has reached 4 hours, that is, 240 minutes, which is enough to illustrate the value of the mobile App media.

Currently Anwar advertising platform statistics to the data show that 3-4 percent of users, one day using the App for up to 6 hours or more, the average daily use of App number close to 17, of which 17 out of at least 12 every 2 Monthly replacement. This is why it is becoming more and more apparent that long tails are being used. The longer users spend, the more users are using their App.

At the resource level in 2014, there are two trends. The first is the growing number of super APPs, which have a relatively small number of applications but cover a fairly large number of users. The second point is that tailing is becoming more and more obvious. More and more Apps have a very high degree of aggregation in niche segments. This is what we observe with our app developers on a daily basis.

There is a APP called to watch the ball, and now the World Cup is very hot, and now many people first is watching the ball, send comments, buy lottery tickets is also very important, this information to Baidu search can also go to Sina Sports can also look, But watch the ball friends this APP, during the World Cup, the average daily rate of up to 60%, a large number of people interact with each other, which is more popular in the field of football APP.

The second app, called NICE, is a post-90s hyped popularity community where you can take a photo, add a tag, share Sina Weibo, and now you can take a photo, share it with friends, My age looks very boring one thing, do have a lot of influx of people do not stop the beat, take their own bags Ye Hao, to protect the temple to see what, take a photo. Such user behavior is UGC, such user behavior is very active. The APP to think deep, there is a lot of value of brand cooperation, just a friend asked how to do electricity supplier, the APP can do electricity supplier.

This APP has a lot of people take packets, cosmetics, IT, digital products, after the shoot, made the label clickable, such as doing LV genuine website, or e-commerce site, you can bring transformation, this is a The value of APP. Of course, it can be like the Chinese calendar we mentioned, as an activity to brand packaging from start to finish, which is very suitable.

The third APP, which is called Bread Travel, has the best user experience in a travel app of this kind in the country and was appraised as Apple of the Year for the second consecutive year in 2012-2013. So its function is very simple, is to allow travel users to travel photos, these photos are very beautiful. This can be done inside, and today we can look after the APP after a while, today is the Cadillac Route 66, which is a cultural heritage, in such a Travel APP to do a brand of cooperation is very suitable.

For example, business class, there are many very good vertical APP, the first is the flight manager, we are more familiar with this partner, before the hotel butler, flight manager, high-speed rail housekeeper, with the 12306 are synchronized to buy train tickets very easy. One aspect of the flight can be air tickets, the other on the flight inspection, he provides more than any other service, there is a car shuttle, which is a clear feature that distinguishes the crowd, his tickets are not sold Cheaper, usually spend corporate money on business trips, will use this App.

There is also a business-related App called First Financial, which is a very recent vertical field of an App, which was launched by Shanghai First Financial Group, a television, a radio station, and later they made a mobile App , The first version of the user experience is not very good, the user is not large, after the new version of the App update, the user experience has been updated, his content bias popular collection of information, unlike other magazines more specialized, from Starting from this point, it gained a lot of users. In the East China region is particularly popular, so these App, are in the vertical, the recent emergence of a very good APP, there are many App, such as what the next stop, there Han Han ONE, that ONE Now we hear relatively few, but in fact there has been a very loyal user base.

Said in front of the trend of resources, then put the trend from the point of view, why the mobile market is getting better and better, why are we convinced? There is a data comparison, the first is the number of customers, the number of brand customers in 2013 more than 500 this year just over the past six months, has exceeded 700.

The second creative from the production point of view, the creative production of brand customers is a very important part. We made 350 in 2013 with nearly 400 ideas. Almost half the time in 2014, we have created 500 ideas. From these objective data, we can see that the demand placed by customers is very large and very strong.

Third, from the trend of delivery above, the idea was pulled high, and now hardware and software continue to escalate, customers each launch, will say what your good ideas, forcing us to stop thinking, forcing them to do more More fun stuff.

Introduced in front, 70% of the customers car sales, will shake, slide, wipe these conventional ideas. This year we can bring the sound into the creative world. Intel just put Intel's voice recognition customers on the 20th, Intel put the ad on the elevator screen to put on, we put a high-frequency signal in the sound of its TV VCR, is invisible to the human ear . It's a very interesting thing to have this sound being shown on the screen that touches your phone, from a television set in your home, even a movie, or even a radio plug in, to trigger these users to interact more with the brand Creative.

Another is related to the sound, we do to Red Bull, a voice recognition ads. After the user receives the advertisement, the advertising of Red Bull is very full of energy, you say to fold the mobile phone, my energy I call the shots, you will enter the next activity, will also have a success rate, also increased the interactive pleasure. We took it out for everyone to play on this year's stand, and a lot of people are willing to attend and interact with the sound. This is a very attractive way.

In the mobile advertising circle, now there are more cross-border, or hot capture some of these ideas, a lot of people in front of will play 2048, if we are more concerned about brand creativity, know Durex made a 2048 similar ideas, It is a very interesting thing to start a love affair, to have the child born in the final merger of the same kind, to use a very popular game and a hot game to make a brand of marketing.

There is a Haagen-Dazs, it is a foreign case, we think Haagen-Dazs more expensive, bought to eat directly, it has a more classic rules, you take the Haagen-Dazs from the refrigerator, Put two minutes and then eat, that taste the best.

What is the interaction with this phone that embodies this rather classic idea? During that time, Haagen-Dazs refrigerators have a two-dimensional code, take out from the refrigerator, you download an APP, facing the Haagen-Dazs ice cream, you first see a villain jump out to play music, and look Different flavors of ice cream, playing music instruments are not the same, with a cello, a violin, the formation of a symphony of the feeling, this time is almost two minutes. What he communicates to you is that after enjoying two minutes of wonderful music, you can enjoy Haagen-Dazs delicious, which is a very, very ingenious idea that is mobile-related.

The last is about the effect. The effect is this one is the case, we cover more than one hundred million devices every month, covering a total of 400 million devices. All of the platforms we are doing a direct orientation, we can intuitively understand that the use of type-oriented, time-based orientation, based on geographical orientation, the user-defined target population, transferred to the mobile we can direct The dimensions of understanding, these dimensions now seem very useful.

For example, this example on our right, Audi used cars Tasting, through the geographical orientation with time, you can continue to optimize. We have been doing this for three years and have accumulated three years of data. We are also tagging, categorizing, and mining data to make certain judgments about the user's device behavior. We found that based on the device, based on the LBS, there are indeed A certain effect. It's really useful to do this for every ad platform, every ad platform that has a large amount of data stored.

The second problem we also encountered in the open market, in fact, is lacking, especially in the LBS environment, we lack the DMP, DMP is the entire delivery environment inside, a very important part, it is used to manage These third-party data.

Anwar is a super advocate of RTB. I hope that in the second half of this year or next year, there will be an independent third-party DSP on the market. This will help us to really get through the entire industrial chain. Finally welcome more friends to enter this market.

In the scene audience questions, Qin Qun, vice president of Anwar Media conducted a number of questions on the answer:

Question: I found a lot of media industry, we are a traditional business, we are doing the car modification industry, as the now popular car modification, because it is no longer a six-year inspection, the rapid fire up, you said before To advertisers with a lot of car brands advertise on their cell phones. So for our traditional business, in branding, you have any good suggestions here?

Qin Feng: For car modification, this is a very subdivided industry, you just asked me, my head first response, you can find vertical APP to cooperate, such as checking illegal, you can cooperate with it. Check their own violation, is a car owner community, daily live a million. Check illegal is our own infrequently used tools, we can not violate the rules every day, it has a lot of operation and maintenance means, it has hair beauty car models, how to maintain the car, the recent oil price information, it through different content operation and maintenance, Its users cling to it, with one million users daily. These users are the owners, so you can collaborate vertically with it, and it also has its own online store, you can product your product, hit a few packages to him, such as I change the leather seats, etc., Already have an entrance.

Question: I just saw your share, there is a case of Durex and 2048, this case is more interesting what is that point, can we do more to share? Just like Durex, RTB, I am more interested in them, and this is not on your platform to promote?

Qin Feng: Durex this is not in our promotion of this one platform, I do not know you played this 2048 game? This is a merger of similar items of the game, and finally merged into a 2048. Durex we know why it is used, the relationship between men and women, from the beginning of understanding, to fall in love, get married, to have children, there is such a process. It is also a process of merging similar items. So it is caught on this hot spot and launched a game of the same type. (Source: Branch pole network http://www.keji.wang/)