Eight advertisers need to know about mobile internet advertising Facts

In the past two years, mobile advertising has brought a new real world

Facebook is already a mobile internet company, at least in terms of advertising revenue.

Throughout 2014, Facebook recorded 7.43 billion dollars in mobile advertising, accounting for 60% of total revenue. Given its position on the Internet, it is not too much to say that we are really moving into the mobile internet age.

Since July 2014, the active Advertiser on this platform has added 500,000 new, totaling 2 million.

Whether for mobile advertising or Facebook, the shift is fast enough.

Facebook, two years ago, was in dire straits, especially on the eve of its IPO, when General Motors, America's third-largest advertiser, announced that it would stop paying ads on Facebook, even saying that Facebook's ads were far less popular than Google's, even the usual Internet standards. Then, after the listing of the shares fell, always lower than the issue price, the company was frequently cold water at the same time, has been criticized by the outside "advertising mode single, mobile domain weak." Two years later, Facebook relied on mobile advertising to prove its worth to investors.

For Twitter, mobile advertising is more of a survival issue because it has become one of Twitter's most important advertising revenue options (though it hasn't been profitable yet). According to Twitter's 2014 first three quarterly earnings, its mobile advertising revenues accounted for 75%, 81% and 85% of total advertising revenues in turn.

As Facebook and Twitter's share of mobile advertising has risen, the advertising giant's share of mobile advertising has been squeezed further, from 46.6% in 2013 to 40.5% in 2014. EMarketer, a market-research firm, also calculates that its market share will fall to 35.17% in 2015 years. Meanwhile, Yahoo CEO Marissa Marissa Mayer Mobile advertising into her recovery strategy and has invested heavily in the mobile business, such as buying mobile ad networks Flurry in the summer of 2014.

The pace of growth in the Chinese market is equally alarming. In its report, EMarketer said China Mobile's advertising market grew 6 times to 6.4 billion U.S. dollars in 2014, accounting for 16% of global mobile advertising spending.

The Twitter-and-Facebook ads that replicate the advertising patterns of the tweets and mobile-communication ads also give us a more intuitive sense of the power of moving ads and a more explicit way of earning a social platform with 438 million-month active users. So far, we can basically have some certain judgments about mobile advertising, the following is a summary and analysis of the Journal of Curiosity. Hope that you can see a whole mobile advertising world.

The information flow advertisement replaces Banner, becomes the most mainstream advertisement display way

As the initial form of online advertising, banner ads, that is, banner ads (or banner ads), may be your most familiar form of online advertising. In the PC era, it always appears at the top, middle, or bottom of the page you open, is a picture across the page, but it is not limited to static pictures, can be spliced into animated images of multiple frames.

Although banner now looks old-fashioned and outdated, we cannot ignore the expended of its influence. When the mobile ad just sprouted, Banner was the first image of the mobile ad in the marketing world and was transplanted directly to the mobile phone. Because of this, mobile phone screen is considered a flaw, marketers of mobile advertising questioning is more focused on this. But information flow advertising (News feed AD) gives people another possibility. This is thanks to the popularity of social networks and waterfall streaming content presentation.

Twitter also did not anticipate that the information-flow ad model would be popular when it first tried the promoted Tweets to followers advertising program in 2011. But Twitter has not grabbed too many opportunities, but Facebook has carried it forward. Facebook's mobile ad revenues have grown rapidly from 14% in the 2012 third quarter to today's 69%, since the launch of information-flow ads in the second quarter of 2012.

"Among Facebook's active users, the mobile end accounts for 85%, and 35% of them make the phone the only way to access it." The continued growth of mobile-end users will naturally allow Facebook's mobile ad revenue to grow. At the same time, Facebook's acquisition of apps such as Instagram and Whatsapp also gives it more support on the mobile side. Greg Paull, founder and global CEO of R3, a management consultancy, told the Journal of Curiosity, "now, users spend 50% of their time accessing social media through mobile devices, which is still rising."

Sina Weibo and the Micro-trust circle followed the advertising pattern of embedding ads in the user's flow of information. And in 2014, you've probably heard more about it. Instagram and Omnicom Group, for example, signed a 40 million-dollar ad deal, which has a number of media and advertising agency brand customers who can put ads in Instagram's photo stream. Pinterest began experimenting with selling ads, with Unilever, Gap, Four Seasons Hotels, and Kraft Foods on their clients ' lists. After being incorporated by Yahoo, the light blog Tumblr also inserted the information flow advertisement in the form of ordinary Bowen in 2013, GE, Warner Brothers, ABC are the first batch of TUMBLR advertising buyers.

In addition to these social networking sites, you can also feel the presence of information flow advertisements in other news or shopping-guide applications. For example, foreign BuzzFeed, the domestic headlines today, of course, Taobao, beautiful said such a platform and shopping guide website. A few seconds after your phone is free to slide, there may be a stream of traffic ads coming through your fingertips.
Waterfall-streaming content platforms are relatively safer

Whether it's a foreign Facebook, Twitter, Instagram, WhatsApp, or a domestic microblogging, micro-trust, and social platform, including the hot BuzzFeed, Business Insider and other new media apps in recent years, If you pay attention, you will find that the way it is presented is waterfall flow (the same design as the Curiosity daily).

"Information flow is where users expect to see what they are interested in, whether it comes from friends or from others." It can be said that the audience here is more likely to be ' captured ' and more receptive to information from the brand, ' says Greg Paull, as long as the information flow ads are always pushed to the user and they are willing to read or relate to content that will always be welcome. But to a large extent it depends on how the various platforms are presented and how advertisers use it.

Therefore, the brand also favored this form of advertising, because it can make ads appear more natural. Of course, the content platform needs to grasp the amount of advertising to push, if the information flow within a screen to see more than 50% ads, it will completely destroy the user experience.

When information flow advertising becomes a major way of advertising, having a waterfall means making it easier to commercialize, but it's not easy and it's still relevant to the user base and active users you have.
Socializing is more appealing than search

People's search habits on PCs are changing. When you want to know the weather, you will open the APP query about the weather; When you need to decide what to eat at night, perhaps you will look at the public comments, when you want to see a movie, directly open the sale of movie tickets or buy the application is good; When you do not have any applications, the first time you think of may be to the APP store Download a related application. We're getting farther away from our cell phone search, and you spend more time on the social platform.

Facebook is still the world's most popular app, with 1.19 billion active users on the move end of the month. Social applications such as Snapchat, Instagram, Pinterest, line and Vine have grown significantly in 2014, between 30% and 57%. Users spend 1.72 hours a day on social networks. In China, according to the Nielsen Network of Mobile Social reports, 92% of the respondents daily mobile social App, the average time spent on social media per user is 1.5 hours, with 438 million months of active users of the micro-letter occupy the bulk of it.

Where the user is, the money flows.

So you will see that Google's mobile advertising market share has been divided, and the "King of Clicks," Google's advertising prices are falling. Facebook is different, "when we asked ' Do you want to advertise on Facebook ', it's always complicated," said chief operating officer Sheryl Sandberg. "Now all you have to do is send a message and ask them if they want more people to see this content. ”

After the first wave of advertising brush screen, there is already a big wave of advertisers in line.
Big data, it seems to be more useful.

Big data can lead to accurate advertising, the biggest selling point for internet companies selling ads. Also in the PC era, we have seen its power, such as Amazon to recommend to you the book, may be the one you want to read, you use Google or Baidu search for a headset, you will be in many places to see the headset ads. But these are based on the user initiative to find the data, and search is always with a certain contingency, these companies do not really know how to sit on the other end of the computer what kind of people.

On the social web, the user looks a little clearer. Pinterest CEO Ben Silbermann once explained that Facebook "is about your contacts, your past and your memories", where users voluntarily provide all kinds of personal information, such as birthdays, alma mater names, emotional states, etc. The social network can use this information to push highly accurate ads. Twitter's user information is not so detailed, its value is mainly in the "ongoing" events, can allow advertisers to use the real-time discussion of hot events for branding, such as the World Cup, the presidential election, hit the TV series and so on. And "Pinterest is about what you want to do, about what you're going to do next." "When a user nails a wedding photo or home improvement picture, it's probably saying that he needs it." Based on this, the social network user data also appears to be more valuable and targeted.

Although the big data analysis circulated by the first wave of the circle of Friends was spat, the Curiosity daily interviewed some advertisers that the big data remained the biggest advantage of micro-credit marketing, which could be more accurate based on its vast user data. But this is not the only advantage that many social platforms can achieve.
Mobile advertising is limited to brand image, now more about promotions

While the market for mobile advertising is booming, EMarketer also points out that mobile advertising will reach $31.45 billion trillion in 2014, but surprisingly, mobile advertising is not currently being used by most Fortune 500 companies. Mobile advertising accounts for only 5% of the total budget of these famous brands, and most of the brands that have tried mobile advertising have no plans to increase their mobile advertising budgets, according to a survey by Forrester, the US technology market research firm.

So where does this money come from?

There is a large number of developers from mobile applications, and this is the emergence of the application of installed advertising this particular type. The boom in mobile internet has stimulated a large number of applications, and has sprung up a batch of app developers, especially in the mobile gaming arena. The quickest way to get popular quickly is to spend a lot of money on advertising. Nanigans, a third-party advertising agency, has said that 74% of Facebook's mobile ad revenue comes from the installation ads for mobile apps.

In addition, since April 2014, Twitter has also started to launch mobile apps to install ads. If this kind of advertising is only to guide users to download mobile apps, we can also understand that this is a direct promotion of sales advertising, after all, for a variety of apps, there is little brand effect.

It's just a question of keeping an eye out for how long it will be for the app-installed ad market to thrive, after all, most of them are relying on venture capital.

Big brands are also more in the mobile end for promotions. In 2012, Wal-Mart bought 50 million mobile ads on Facebook and set it up 72 hours a row from black Friday to Facebook users, all with Wal-Mart specials. During this period, Facebook also timed to return ads to the number of clicks, the number of shares and the number of praise, so that Wal-Mart advertising adjustment. When Wal-Mart found the 88-dollar sneakers selling poorly, it immediately hit the "specials" on Facebook and soon got out of stock.

According to Forrester's research, 57% per cent of the brands said their spending on mobile advertising was mainly aimed at raising brand awareness and awareness. The TV has a lot of lavish advertisers, more brand image ads, which is also Youtube,facebook, Twitter and other efforts are pushing to promote video ads.
Long video ads are also very traditional, short video advertising in the future may have more potential

Based on the experience of television advertising, brands are more familiar with video advertising and can help them to convey more brand or product information. Whether it's Facebook, Google or Twitter, Yahoo is trying to get a slice out of advertisers ' TV-advertising budgets. But it still needs to be noted that video ads at the mobile end of the threshold is still very high.

In the use of computers, we have no idea of the flow of the concept, but to move the end of everything is very different, beyond the package cost of the flow price is not cheap. Mobile phones can be taken anywhere, but WiFi is not, so the priority here is text > Picture > Video. Considering the advertisement display effect, the text is too monotonous, the picture instead becomes the mobile advertisement the most cost-effective choice.

On the other hand, even though mobile advertising is evolving rapidly, video ads still appear in the front or back of video content many years ago on the PC side, and are maintained at 15 seconds or 30 seconds in length as traditional TVC. You can see ads on their App videos in Youku, video, or where you can log on to YouTube. It must be admitted that this is also part of mobile advertising, although it looks "traditional".

Perhaps you have also thought of this more eclectic approach: short video. Think of a micro-trust friend Circle 6 seconds of small video, it consumes is just a few pictures of the flow, but the bearer of information can enrich a lot. Twitter's short video-sharing app, Vine, can send a 6-second circular video message and track the number of times the video is cycled, making it a new standard for evaluating whether a video is popular. Facebook has also launched a similar automatic video playback technology in the user's mobile ads. By the way, this technique has recently been used in Instagram.

According to Forrester's research report, the short video social platform, more brand "fans" will interact with the content of the brand release. For example, the Instagram of such a high percentage of interactive fans in the figure below is benefiting from its short video platform Hyperlapse.
Previously favored LBS, has not been the most utilized

Location-based Services (LBS) have long been seen as one of the biggest advantages of mobile advertising, but this advantage has been limited so far. Although the word O2O has not been seen in the last year or so, it has been poorly implemented in mobile advertising. On the other hand, the middle of the degree is also difficult to grasp, after all, the platform can not pass a line in the store, the user's mobile phone to push an abrupt reminder ads. It requires a more subtle form.

"In the past, LBS was considered to be an aggressive way of advertising, and it always appeared out of the consumer's will." Greg Paull told the Journal of Curiosity, "for example, when a consumer passes a shop or restaurant, they push a business message that might be worthless to people passing by." This will push consumers further away. ”

If you still remember, in September 2014, Baidu Map and McDonald's jointly launched the "Cherry blossom cone cool 0-dollar grab" marketing campaign is a good case.

This activity using Baidu map LBS large data analysis and push technology, within a radius of three kilometers, the user will be screened to receive his additional cherry blossom cone specific orientation and navigation information. Enter the information coverage area of the customer whether to open the Baidu map or use "near" "Search" function, will be seen on the screen of a cherry blossom cone of the logo, and then received the "Cherry Sweet barrel run cool 0 yuan Rob" preferential information push. The Journal of Curiosity has reported this.

Maybe you've heard of Apple's ibeacon technology, in a limited area, through small wireless sensors and low-power Bluetooth technology, to the user's mobile device transmission data. Based on this technology, Facebook recently launched a new feature in their information flow ads place Tip. When you refresh your Facebook in the vicinity of the store where the Beacon device is installed, you may see a nearby merchant message in the flow of information, and your friends will share the uploaded photos and status here.

"Simply using geographic information doesn't work. The principle to keep in mind is to present valuable information to the user at the right time. "said Greg Paull.
Native ads with more players

A word that is closely related to information flow advertising is a native advertisement (native advertising). This concept, born in 2012, refers to the content of articles or videos that are created specifically for advertisers, more like content itself than traditional advertising. And in addition to the advertising time, can still be searched. First appeared in the fashion media, and then through Quartz, BuzzFeed, Vice and other popular sites began to become popular.

"When you use content in the form of a version of the platform, it's a native ad," BuzzFeed's president, Jon Steinberg, once described. In Twitter, for example, it would be a tweet, in Facebook, it would be a new state, in BuzzFeed, it would be a piece of news. ”

Obviously, the original advertisement is flexible and easy to be accepted compared with the traditional advertisement. At present, almost all of the information flow ads are native ads, it is not only in the user-generated content of the social network platform, but also in the media. The New York Times set the original advertisement as one of the important strategies of the 2014, and set up a studio called T Brand, which specializes in the production of native advertisements. And the Wall Street Journal and Wired magazine have followed suit, starting to produce raw advertising content.

And because of that, Google, Baidu advertising platform such as the profit will be further diverted to the media platform, the original ads to other platforms more lucrative opportunities, even if the media does not display banner ads, but also through the original ads to achieve advertising revenue, BuzzFeed is a good example.

Of course, there's no way to look at the potential in this area, Greg Paull points out, "native advertising is becoming more and more popular, and at this level, social networks like Facebook are more competitive through the flow of information." But traditional digital advertising platforms, such as search, are still well-suited to native ads, and Google can continue to dominate the field for a long time to come. "It seems to him that in the future, who will be able to provide more accurate target audiences, effectiveness measurement tools and audit capabilities, then who is closer to victory."