How do developers Nuggets mobile ad market

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Recently, mobile Internet domain pouring. CNNIC the latest data show that in the first half of 2012, the number of Internet users through mobile phone access to 388 million, compared to desktop computers for 380 million, mobile phones become the first major Internet access terminals. Another professional body predicts that 2011 China Mobile internet advertising revenue almost doubled to 2010, to 457 million U.S. dollars, and this figure in 2012 is expected to double again, breaking the 900 million dollar mark.

However, behind these inspiring figures, developers are hard to hide the anguish of "shyness in the bag".

The mobile ad market is struggling

The current mobile Internet market profit model is two kinds, one is direct pay download, the second is free app plus implanted ads. The former because most Chinese netizens do not have the habit of paying to download, and paid app for the common, product quality, user experience, user stickiness and so have high requirements, so the market prospects are not optimistic.

Some people in the industry have analyzed the way for an early stage only want to have the user's developer, built-in advertising is no doubt tantamount to suicide, directly reduce the user experience, and for a developer who already has tens users, once the same kind of products and competition, built-in advertising is likely to give their users to others. In addition, at the main level of advertising, because the application of built-in advertising conversion rate is low, generally only 1%, so most advertisers are not willing to vote for such ads, but more important is the lack of good media on the phone, especially Android, but also flooded with a large number of pornographic software and books, this media is the brand advertising owners avoid.

Mobile marketing "experience is king"

Is there no future for mobile advertising? In the US and Western Europe, advertisers are spending more on advertising than mobile web displays, the report shows. In the European and American mature market incentive, we should also look for a "Chinese characteristics" of the mobile marketing road.

First of all, the use of mobile advertising advantages. With the development of rich media, HTML5 and other technologies, mobile advertising many users have been criticized for the impact of the user experience of the blunt form of advertising will be greatly improved, richer display forms, as well as the integration of social, video and other multimedia capabilities will also make the brand advertisers more value mobile application media advertising. Moreover, the precision, the portable, the interactivity and the feedback speed of the mobile terminal are all other media cannot reach, the mobile advertisement can provide the personalized and diverse marketing mode for The Advertiser. In addition, the use of professional data monitoring tools can also be found in the user's most active time push ads, CNZZ "mobile statistics" can become the developer's operating assistant, such as its 24-hour trend map to tell developers how many times the app in the number of users, which period of time the most concentrated, Then this period of advertising push effect will be better.

Second, the first "user" after "profit" is the mobile internet business model. Developers should first focus on how to get customers, how to provide users with a better experience, and then form a certain scale of the customer platform, and then consider how to develop these user resources to make money. CNZZ "Mobile statistics" proposed that mobile Internet is "experience is King" era, and through the user usage, error feedback, active degree, return visit rate, channel information, terminal configuration dozens of dimensions real-time monitoring feedback data information, for developers to optimize the performance of the app, improve the user experience to provide valuable advice.

Third, in the face of fierce and difficult market environment, the establishment of a developer Alliance is essential. can refer to the current industry association model, to ensure that all members of the Alliance are normative in their products and services, to provide timely feedback to the Government on the problems faced by the industrial development and to seek legal and policy support; The alliance must have the ability to act in a unified manner, unify the views of different developers and form a unified will, And then in cooperation with the Giants, to ensure sufficient bargaining power.

CNZZ, head of mobile statistics, said: "For the brand advertisers, mobile Internet is currently a value depression, where the ECPM (every 1000 times to show the advertising revenue) is about one-fifth of the PC Internet." "The proportion of brand advertising in the future will certainly increase, with the rise of mobile games and electric dealers, advertisers will generate more revenue."