How to make advertising also stand in the era of the outlet of the mobile?

DoNews July 3 (Reporter Xiang Mi) 2014 is a year of continuous blowout of the mobile Internet. In this context, the major DSP service providers have also developed mobile Internet access ports, substantial access to mobile advertising.

As a multi-screen integrated digital advertising platform, when the gust of the mobile Internet is blowing, how easy media will stand on the mobile internet, mobile and programmatic purchasing will become its two major focuses in the future.

Mobile advertising budget growth

Gao Zhao, vice president of easy media, said in an exclusive interview entered this year, the domestic began a clear trend that the brand advertisers large-scale transfer to the mobile terminal. In terms of overall advertising, fewer and fewer traditional advertising budgets, advertisers will be more ads transferred to the digital, and mobile advertising budget growth even more than 100%.

"There are some unofficial predictions that it's possible that the mobile ad budget will reach the same order of magnitude as the PC by 2017 or 2018 and I believe this number will soon be on the order of PC ads."

The reason why the mobile advertising budget there will be such a high growth, high according to the value of the mobile terminal with the advertisers have a relationship.

Highlighted that the programmatic purchase is very important point is based on the audience, based on the behavior of the crowd to buy, to help advertisers to buy what he needs, this is more suitable for PC than the PC to do the program to buy, because the phone's ID is continuous .

According to Gao, the average life cycle of a cell phone is 18 months, during which it is easy for the mass media to track what happened to the device. In addition, compared to a PC, a cell phone is a very personal device. Fewer people use or exchange, so the phone is more persistent than the PC's ID.

"From a procedural point of view, it is easier to capture the individual's potential spending intent, which is good for advertisers to grab the people they need."

On the other hand, phones are easier to interact with than PCs, and phones can be directly involved in small games or geo-based messaging services that are not typical of traditional PCs.

In order to help advertisers seize the traditional trend of moving to mobile, easy media also introduced several measures: on the one hand to help advertisers achieve full-time, full-space media coverage; the other hand, to help advertisers do more accurate and more effective branding.

High according to believe that the mobile terminal in the beginning of the unity of the size and so has done a lot of work in the realization of traffic can be traded at the same time, to ensure that we trade things are the same size, the same standard, can be more easily covered More traffic, so branded programmatic purchases will move faster on the move.

Promote the brand program

Since brand advertisers lack a measure of the standard, so most of the current brand advertisers in the process of purchase, KPI assessment criteria can only use some of the effectiveness of the KPI to measure the delivery is valid. In simple terms, programmatic purchases are only for performance ads, while ads for the brand image are weaker.

For such a status quo, frankly frankly, because the brand of program-based entirely by the machine, so advertisers to test the effect, can only rely on the final number of registered users to measure, "more registered, indicating the accuracy of ad delivery."

To this end, easy media also held in the near future to promote brand program activities, invited the head of the six domestic 4A companies, including Unilever, Intel, including several major advertisers, as well as about 20 media groups , Together to participate in the project's research.

It is understood that the project will start three major projects will be the study, namely "based on the brand effect index auction", "audience purchase" and "mobile program." Among them, EasyMedia will provide the crowd data for delivery. Ad Maste will do the validation of the delivery process and the research on brand influence after launch. The advertisers do these tests with the actual budget, and the media groups provide quality traffic participation tests.

According to Gao, YiChina hopes to promote brand-program purchase through this activity and to explore and establish standards recognized in the industry through some experimental things, rather than just ordering the programmatic purchase effect-oriented.

"For Easy Media, this is one of our brand advertising, we will not directly pursue the effect, not through this plan immediately bring sales.As long as the promotion of the industry trend, and ultimately for our own technology, upstream and downstream Relationship, there will be many indirect benefits. "(End)