Edersch Wei Hongrui: Accurate and interactive aggregation is the trend of mobile marketing

What direction is the future of China Mobile marketing going? Recently, in the IT Longmen organized by TechWeb, Edersch company vice President Wei Hongrui said that the future mobile advertising market is huge, the whole mobile marketing will be around more accurate, more interactive, more convergent direction development. In fact, in the current industrial environment, mobile advertising still faces many challenges. How advertisers can see the effect of advertising, how to maximize the benefits of developers, is an urgent problem to be solved. Wei Hongrui that mobile advertising platform, as the link between advertisers and developers, plays a vital role in mobile marketing. Edersch vice president of Mobile services: Wei Hongrui Edersch, vice president of research and Development: Shang She says there will be three trends in future mobile marketing. The first is more accurate, which is reflected in the RTB (real-time bidding) model in China, followed by more interactive, advertising users of the value of the interaction will be unprecedented mining; Finally, more aggregation, the aggregation SDK will enable the app media from a single platform to the full network platform coverage. Based on the pre-judgment of these three trends, Ed Mobile proposed two strategies for cooperation. First of all, advertising-oriented, its intelligent system for each advertiser to establish a dedicated database, precision directed to people, for advertisers to achieve optimal delivery. "Happy Aquarium" application of the fully managed real-time optimization, millisecond response, for different users to reflect the use of different forms of advertising, to achieve a multiplier effect. Edersch Service System for advertisers to provide high-quality services, in addition to the formation of service teams, but also jointly undertake KPI assessment, including the amount of downloads, activation, ROI, expand Delivery, stay time, interactive effect, such as comprehensive assessment and adjustment. In addition, through the full network coverage, can be the main advertising Shang maximum target crowd. Second, for developers, Ed Mobile pioneered the introduction of RTB technology, to create the first domestic RTB polymerization products-ed polymerization. The product integrates the industry's mainstream mobile advertising platform, and the advertising function of the unified management, dynamic configuration, can support for each traffic real-time bidding, only for the target audience to effectively cover, to avoid invalid and repeated arrival, improve the effect. As an open platform, ADE aggregation can achieve the greatest degree of media resource integration, Brand advertising resource sharing. Other advertising platforms can access Ed polymerization, with the main source of advertising resources to purchase media, on the contrary, Ed polymerization will be with high-quality advertisers resources to each other's advertising platform procurement. At present, there are AdMob, Mobisage, Madhouse, UNITA, Anwar, tracing and other nine industry-leading mobile advertising platform access to Ed polymerization. So in the broad range of user and advertiser coverage, how does Ed aggregation achieve RTB purchase? Edersch chief analyst Cong said advertising transactions around the purchase of users as the core, RTB only interested in purchasing people, for different user attributes of different prices, such as time, geography, people, and so on, each individual can be sold to the highest bidder advertisers, advertisers according to the demand to bid for advertising investment purchase. His watch, this is based on the RTB of the audience purchase mode, can effectively ensure that advertisers are buying real traffic, advertising more accurate, better results. And developers download the SDK in the aggregation platform, realize the app media will be covered by a single platform to the full network platform, so that the ownership of the advertising platform, and thus maximize the revenue.