Experienced third party mobile advertising platform Big Shuffle

After 2013 years of Third-party mobile advertising platform after the big shuffle, remain in the 2014 mobile advertising platform how many?

How did the 2014 mobile ad platform survivors look for business opportunities? Mango Mobile, Love click Iclick and other advertising platform report can give some trend reference.

Pattern: Survivor Dances with Wolves

Mango Mobile released the "China Mobile (microblogging) Advertising Industry 2013 annual Report" Statistics show that the 2013 shuffle basically divided into three ways to exit, marginalization and transformation.

Opt out of the platform, the way is not the same, foreign Vpon exit the mainland mobile advertising platform market, and so the search was acquired, and so also choose to exit, the Giants, everyone gave up the Aidel platform, Tencent win and wide-point merger.

Posture, micro-clouds and wow, such as mobile advertising platform edge, billion praise, Feiyun, Dot media, such as transformation, mobile DSP strategic adjustment.

Mango Mobile CEO Wang said, in mobile advertising after the shuffle, gradually formed a "super + + strong + warlords" pattern. Baidu Mobile Alliance to become a "super", "how strong" There are Edersch, AdMob, and Anwar, "warlords" is to easy media, the United States, InMobi as the representative.

Not to be overlooked is the rise of Tencent, Ali and other internet giants. For example, the main effect of advertising Tencent wide point, in the acquisition of the union after Ali set up the wisdom of wireless brand and 360 advertising platform. "This market is now a giant ring, the pattern is not stable, and the wolf dances into many mobile advertising platform required." Wang said.

Form: Native advertising is slowly starting

Banner (banner) advertising is one of the most common forms of advertising in mobile applications, in 2014, the form of mobile advertising has changed a lot.

The Mango Mobile report showed that banner ads remained mainstream in 2013, but from the fourth quarter of 2013, the number of requests for plaque increased from single-digit to 10%, a change that would continue in 2014.

Other forms, such as screen-opening, video, native advertising, and non-standard advertising, are also slowly starting, but it will take time to popularize.

It is worth mentioning that the original ads, this integration of the site, the app itself is part of the content of the ads, Facebook's sponsorred stories and Twitter promoted tweets, are one of the forms of native advertising, and through their own primary advertising form to obtain a large number of revenue.

Mobile ad Platform InMobi is one of the advocates of primary advertising. InMobi launched its original advertising platform earlier this year, and some app developers have already implanted their SDK. One of Alibaba's 215 million-dollar mobile social apps Tango is one of InMobi's first developers to use the original advertising platform.

Efficiency: RTB Real-time bidding see embryonic form

In the ecology of mobile advertising, the demand side or advertiser is a camp, the provider, the app developer and the media are the other camps. Among the two camps, mobile DSP (such as easy media), mobile trading platform (such as Mango), and aggregation platform were produced. In addition, the Alliance and other monitoring platform, as well as the application of Bao, 91, pea pods and other applications distribution market.

Another result of the shuffle of mobile advertising in 2013 was the differentiation of advertising platforms. Some advertising platforms no longer play multiple roles, but specialize in one, which leads directly to the rapid emergence of mobile DSP, SSP, and more specific features.

How to improve the request and fill efficiency of mobile advertisement?

The program purchase represented by RTB real-time bidding becomes the main means in the 2014. Advertisers and publishers can automatically connect to its mobile real-time auction ad trading platform, without any additional conditions to connect to the demand side platform and the provider platform, real-time transactions.

A data show that 2012 RTB in China's overall display advertising business accounted for only 0.3% of the share, in 2013, the number grew to 1%-1.5%, the market size close to 370 million yuan. IDC's survey predicts that by 2017 China's RTB market will be larger than 4.8 billion yuan, up 3,667% from 2012.

Future: O2O into the new direction of advertising

Love Click Iclick data show that, thanks to mobile apps app diversity, Mobile end of the app advertising size is limited than the PC side, but the growth rate is significantly higher than the PC end, the chain growth reached 25.1%, of which July 2013, the chain growth reached 72.8%.

However, just launch mobile app to do mobile marketing in 2014 slightly more conventional, love Click Iclick Vice President and co-founder Wu Youping suggested that o2o+lbs become a new life service entrance, advertisers should focus on the O2O of the launch.

"For advertisers, can take advantage of geographical information, such as the promotion of group purchase information and map products combined with the offline entity store distribution and O2O type of app, with the popularity of mobile applications, so that traditional stores back to the focus of attention state." "Wu Youping said.