From flow to form, 1.0 and 2.0 of the budding period

According to the industry's third party research agencies released 2014 of the Internet advertising industry strength distribution data show that bat three occupy the internet advertising the absolute leading position, no doubt, this is a data-determining era. As humans evolved from farming to the Internet, the evolution of Internet advertising was equally twists. Every era contains too many ups and downs. Before we have a good vision for the future, we need to remember only the key factors that lead to the evolution of things.

From flow to form, 1.0 and 2.0 of the budding period

Internet advertising in the 1.0 era is limited by the network speed, the form is relatively unitary, mainly by the text and picture composition, its core value is advertisement position. Good advertising bit flow, high click Rate, in the display effect on the better advertising, which also became the key factor in determining its price.

In the 2.0 era, the network bandwidth greatly improved, the era of rich media announced the advent of streaming media, FLASH, video began to rise, multiple interactive ways to make the form of Internet advertising blowout-type development, the value of the core began to the content of the ads to the form of the center shift. The diversification of the form of advertising also determines the price to a certain extent, the same advertising, choose a different content model, the effect may be the day difference.

Throughout the first two eras of Internet advertising, its operating model is basically similar to the traditional print media, using a capital decision, who has the money on the model, the site type is also based on PGC mode. From the point of view of advertisers, the easiest way to identify resources is to look at the amount of traffic and the merits and demerits of the content. However, limited by the cost, customers can not go to every high flow, content good site to put ads. So the higher the vertical, the user thought more independent, the group characteristic more obvious BBS began to be sought after, and the portal website and the video website gradually formed a kind of resources complementary situation.

These two stages of the advertising audience is a certain characteristic of the Internet community. But overall, the relationship between individual and individual is relatively closed, information transmission threshold is higher, in a weak relationship state, so the majority of advertising information coverage and arrival rate are very limited.

Social and media, Internet advertising 3.0 times

With the advent of social networks and media, the 3.0 era of Internet advertising has officially kicked off. At this stage, a variety of UGC social platforms and since the media came into being, more and more groups and individuals evolved into the advantage of resources, become an excellent carrier of internet advertising, the core value of advertising began to change from the form-oriented to relationship-oriented.

After the Web2.0, the characteristic of going to the center becomes more and more obvious, Facebook and Twitter achieve the maximum communication effect of personal UGC, the balance of individual weight level and the deepening of group collaboration, the structure hole between groups and groups is completely broken, the whole Internet group composition from the original single point of radiation into the network structure. The relationship between each user node is like a large network of complex, since the media is to allow the role of the individual fully demonstrated, the original curing of the advertising business model has to follow the corresponding changes.

As early as 2010, Facebook acquired a news Feed patent in the United States as a founder, and perhaps Zuckerberg has long been aware of the technology that is enough to subvert the entire Internet advertising industry. And then look at this year's most likely to line the circle of friends ads, as Tencent Zhangxiaolong said: "Micro-letter to create a truly central system, will not provide a central flow of traffic to all the public platform to the party, the third party." A wide circle of friends is just the beginning, the real value of social network advertising is now beginning to show.

When information is separated from the framework, it begins to evolve from a solid state into a liquid, flowing between individuals and individuals to form a network of radiative transmission, and advertisers gain a exponential increase in the value of their benefits. At the same time, this also to a certain extent led to the original advertising center portal weight began to decline, the focus began to favor a large number of media and industry leaders, and the individual relationship types began to gradually from the weak relationship to strong relationship transfer.

Compared with the 1.0 and 2.0 times, Internet advertising in the 3.0 era has opened up the barriers of information transmission between individuals, changed the composition of resource configuration, promoted the efficiency of advertising communication and increased the coverage area of information.

The question that can still be avoided is: how to fundamentally improve the rate of advertising conversion? Because the audience's advertising acceptance has not changed much, whether it is the diversification of advertising forms, or the increase in the relationship between individuals, are not enough to improve the user's patience for useless information. Bad, but also cause the Internet individual social capital and emotional value of excessive consumption. At the same time, the audience still can not get rid of a passive receiver of the role of positioning. When a huge amount of irrelevant information fills the user's PC and mobile phone, the value of the ad is highly questionable, which advertisers are not willing to see.

Another problem that follows is that the more massive the capital is, the more fragmented the resources, the more complex the relationships between individuals, and the harder it is to measure the efficiency and value of advertising. As John Vonnamec said: "I know half of my advertising fee is wasted, but unfortunately, I don't know which half." "In addition to sales hooks and third-party data support, it is difficult to use a relatively perfect and accurate mechanism to the advertising conversion rate of reasonable assessment, false flow and zombie powder is the best example."

To be sure, these problems are unavoidable in the 1.0, 2.0 or 3.0 eras. However, once this universal problem evolves into peer-seeking competition. Then internet advertising is bound to evolve from a dominant industry into a full-blown Ponzi scheme. This development is undoubtedly a morbid irrational exuberance, and once the bubble is punctured, the injury may be the entire Internet industry.

Embrace big Data and IoT, the 4.0 ERA in the ascendant

In the past two years, large data and precision has become a common concept in the Internet advertising industry, but in the actual operation, the effect is not satisfactory. Many social apps and shopping software push the so-called precision push information, not only not to bring convenience to users, but also greatly affect the user's use of the environment.

There are a number of reasons for this, and I think the key points are as follows:

First, the entire Internet industry's cloud computing distributed processing capacity is relatively weak, large data analysis has not yet matured, even Google and Amazon as a pioneer, is also in the exploratory stage. So in actual use, still encounter many problems.

The second is that the data between Internet companies is very difficult to get through, the data can be said to be a company's core and cornerstone, in the absence of a recognized reasonable information trading model, between the company and the industry must be closed to each other. So even an internet giant with a wide range of products like bat cannot fully grasp the internet behavior of individual individuals.

Third, the Internet users to suppress the psychological, this is a common phenomenon, this phenomenon explains the multidimensional existence of personality. Simply put: A person's behavior and style of action, in reality and the Internet may be a great contrast, and may even form a new independent personality. The reasons are related to the anonymity and invisibility of the Internet, as well as the oppression of the individual in reality and the desire for self-expression.

The result of this phenomenon is that when a person uses the potential dimensions of his character to act in the Internet world, it is possible to deviate from what he is doing in real life, to make some behavior that is unlikely to be done in reality, which will result in discrepancies between the data the service provider obtains and the reality So it greatly reduces the accuracy of large data advertising push.

Isn't big data destined to be an internet advertising break? Of course not, rockets have been built, the lack of only fuel. If the big data and cloud computing are compared to rockets, then the internet of things and IoT can be considered the rocket fuel. If the first three times of internet advertising compared to resource-intensive industries, to the 4.0 era, gradually from resource-intensive evolution to technology-intensive.

With the rapid development of mobile Internet, people's demand for smart devices can be said to be increasing day by day. This year's CES exhibition, the internet of Things has become the focus of discussion. Samsung Electronics Co-CEO Yunfugen said at the meeting: Samsung 90% of the equipment will be fully networked in 2017. Google has also recently spent 3.2 billion of billions of dollars on acquisitions of Nest, which focus on smart homes. At the same time, according to Busineess insider FDI forecast, the IOT market will reach $1.7 trillion in five years. These figures indicate that the internet of things will play a very important role in the future.

What is the reason, let IoT become the big companies flock to the sweet cakes? In fact, it is very simple, because the purpose of the Internet of Things is to obtain the user's complex data. The whole ecological model is simply: through the intelligent IoT device, deep into the user's working life, in addition to the sensitive information to transfer data to the cloud data center and stored, forming the user's private data. Then through the large data platform, the personal data and the total amount of data exchange between the information, and finally realize the user's high-precision information push.

In the absence of the Internet of things, web companies can only rely on services such as software and apps to support their data. Even if these extreme pieces of data are pieced together, it is hard to form a precise ad that matches the actual needs of the user. The Internet advertisement needs to be accurate from the extensive type, the obtained information need to evolve from the discrete data to the whole quantity data. Because of the complexity of the user's behavior in the Internet, the difference between the real life is simply 108,000. And the role played by users in the Internet, and in real life, I may also be a far cry.

Take a shopping for example, when a male user buys a set of lingerie, a shopping site can quickly pass data analysis and designate the user as a woman who prefers a certain type of underwear. But the fact that the buyer only uses his own account to buy his wife or girlfriend, and the buyer is now in real life is a conservative, but because of the control of their inner desires, so uncharacteristically, bought a more daring underwear. But the site does not know, so, in the next series of embarrassing push ads, male users have been inhuman harassment, the consequences can be imagined.

At present, no internet company can penetrate into the user's work, life, and IoT equipment is just played the role of matchmaking. In the future, which company can penetrate the user's life, who has the opportunity to obtain the most accurate data. The central carrier of accurate data can be either an operating system or an intelligent terminal, or else, every internet company has a chance because the 4.0 era is just beginning.

From the microscopic point of view, the Internet of things and large data to solve the network advertising accurate push two key issues: one is the acquisition of complex total data, one is to eliminate the user to suppress. This has allowed Internet advertising content to evolve from extensive, undifferentiated bombing to elaborate private-order systems.

From the macroscopic point of view, the Internet of things and large data has completed the transfer of the core value of the network advertisement, which is guided by the group relationship and evolves into the individual itself. This is an evolution from advertising carrier → content form → group relation → personal information, and it is also the result of human intelligence colliding and gambling between morality and interests.

Finally, we have reason to expect that in the Internet advertising and our lives are inseparable before, technology really as the singularity near the rapid development of the said, perhaps in the near future, internet advertising will be like the film "EHR" inside that emotional rich human operating system in general, become the most understand your "people."