Imitate AdMob mobile ad platform Bitter wait for the dawn

Liu Fangyuan Lift Mobile ads or wireless ads, people's first reaction must be a variety of "spam" bombing, or WAP sites on the small advertising bar.　　But with the growing popularity of smartphones, things are changing quietly. "Previously, mobile advertising is more a feature of advertising than mobile internet advertising," he said.　　"The real mobile internet advertising market is truly open after the 2007 iphone," said Domob co-founder and COO Zhang He. Now the competition between smartphones has evolved into an ecosystem of competition, in which the various applications provided by the vast number of developers are the most critical.　　Apple's App Store model has made a huge number of developers who have profited from Apple's ecosystem and have also promoted iphone sales. However, there are also a large number of developers to release the free Application. In particular, with the rise of the Android phone camp, there is a higher proportion of free apps in Android harsh.　　How to further improve such ecosystems, how to release the Free application of developers also get revenue-advertising, become a natural choice. In fact, Google has already moved on.　　In 2009, AdMob, a mobile ad network company, was bought by Google for 750 million dollars, and the main task was to help Google improve the Android platform's ad ecosystem, such as how to embed the most appropriate ads in a huge number of free apps.　　Affected by the AdMob, there are a large number of domestic start-ups or traditional internet advertising companies to kill into this area, such as the AU, Yi Media, wow, have rice, fast friends, posture Wireless, micro-cloud and other companies are starting to operate mobile internet advertising platform. Insiders said that the current mobile advertising market can be described as the "entertainment" of mobile internet circles, because the main advertising players are from the circle.　　Even in overseas markets, according to AdMob's statistics, more than 80% of its application-built ads are launched by other applications.　　But in Zhang He's view, now the main task is to make the mobile internet advertising cake bigger, "although there are a small number of external industry customers in some attempts, but still need to really big market, brand advertisers will be large-scale entry." Does the application developer's ad depend on your mobile phone or is it not a smart machine? Your mobile phone can not download applications at random? This is unimaginable to many urban youth groups.　　Smartphones have surpassed PCs for the first time in a single quarter, according to a new report by Gartner, a market research firm. In the fourth quarter of last year, global smartphones maintained a fast-growing momentum, with shipments exceeding 100.9 million, up 87% year-on-year.　　and PC actual shipments are below the expected, only 92.1 million, up 3% year-on-year. The popularity of smart machines is an opportunity for app stores and application developers. Number from Eric ConsultingAccording to the show, 2010 China's mobile phone application store user size reached 14 million, an increase of 462.5%, the growth rate is higher than the size of mobile internet users. For the vast majority of developers, everyone wants to make a game like "Angry Birds (Angry Birds)", and then make a full pot in the App store.　　But the reality is that paid applications that really make money are just a few, and free apps are still the mainstream. Android smartphones, in particular, are becoming more popular and the proportion of free applications is further enhanced.　　Even Angry Birds's developer, Rovio Mobile, is taking a free strategy when launching Android games. According to statistics, more than half of the users download the free application, willing to pay 5 yuan per download for more than 8% users.　　In China's mobile internet environment, nearly 70% of mobile phone users are unwilling to pay to use mobile apps.　　Zhang He that the user pay has not been widely accepted, free application and advertising as the main advertising and application developers to promote the way and revenue sources, so mobile advertising will become an indispensable part of the mobile industry chain.　　AdMob released data show that more than 80% of mobile developers for the enterprise, the development of a mobile application takes 1-1.5 months, of which 73% are using advertising to get revenue. AdMob's copycat "traditional internet advertising is based on different media attributes and displays different ads." and mobile internet advertising, the user's factor will account for more proportion.　　"Ziyujie CEO, this is the advantage of mobile advertising." Ziyujie is the former head of Baidu's core technology, chaired the Phoenix Nest and other products research and development.　　In his view, unlike the PC Internet, mobile internet advertising is more likely to be personalized and exclusive.　　The simplest example is that you can make the most basic judgments about the audience by the information of the mobile phone attribution and the model, and probably distinguish the simple information such as region, sex and income level. Then there are more and more mobile phones with GPS function, but also can develop more with lbs (location-based service) related functions.　　Display more accurate advertising information based on where the user is located and at different times. Zhang He that the more information you have to consider, the more difficult it is to achieve. Especially in the future after large, mobile internet advertising technology requirements will be higher than the traditional internet.　　This is also the opportunity of mobile ad platform.　　The difficulty of the smartphone advertising platform lies in the ability of accurate matching based on the large flow data and the fair flow conversion between multiple platforms. "Because mobile phones are more diverse than PCs, terminals, systems, and browsers are numerous, so the front end is much more complex than the traditional internet," he said. "Zhang He says, but the hardest thing is to match the ability at the back end," although the problem is now not sharp because the total flow is small. "GoogThe acquisition of AdMob also illustrates the value of the platform. In 2009, Google bought AdMob for 750 million dollars, and mobile advertising became one of the most watched areas of mobile internet.　　Recently, a group of data released by AdMob shows that the number of AD requests received 2 billion times per day, up 300% year-on-year, mobile advertising is developing rapidly. See the huge potential of mobile advertising, domestic also began to appear many AdMob imitators. The alliance, which was established in September 2010, is a successor to this market.　　But in Zhang He's view, now is only the first 100 meters of the million meters race, as the market becomes larger and bigger, the role of technology will become more and more obvious.　　Data from the iris shows: 2010 China Mobile phone advertising market size reached 1.74 billion yuan, 2012 will become the Chinese mobile phone advertising market in the year, the market will reach 5.52 billion yuan, mobile internet advertising Market "money" is generally optimistic. Make the cake bigger "it's still a market-import period. "This is a general view of the industry," said one industry insider.　　No matter from the revenue scale, the user influence, or the brand advertisement main acceptance degree, the mobile Internet advertisement is not mature. Zhang He that, "the application will become the mainstream of mobile advertising, but WAP will still exist for a long time, now need to do is to integrate the mobile media and advertisers resources, together to make the cake bigger." "An app developer who runs desktop software told reporters," Our ads are mostly from app and WAP sites in the industry, and the part of the non mobile Internet accounts for about 20% to 30%. "In addition, according to the developer, the ads they display are mainly from other applications in the industry," he said.　　So, the current situation of mobile internet advertising is very similar to the players in the circle marketing.　　In Zhang He view, this in the early days of the market is normal, we must first through mutual promotion to the market bigger, and then attract external customers.　　Zhang He cites AdMob: Only 8% of the app developers sell their own ads, and 92% use third parties to sell ads, so mobile advertising platforms can become an important part of the entire business chain. But the developers said that for a certain size of developers, now more inclined to work directly with other developers or advertisers, "platform and agency resources more, this part is also indispensable."　　But in general, if the same ad has both alliances and publishers to launch, we will select Publishers. Whether through third-party platforms or developers of their own swaps, this is the mobile phone application of the internal promotion factor.　　The market to be bigger also needs the promotion of external factors, such as the popularity of intelligent machine terminals and the decline in data tariffs. Zhang He that now everything is in the direction of development, such as mobile to reduce the standard rate of data flow, package fees have also been significantly reduced.　　Unicom's 3G package is also moving from a high-end location to a national strategy. Zhang He predicted that after two or three years of trainingAfter all aspects of maturity, external industry customers will begin to enter a large number, "now we in addition to nurturing the market, we need to find users, advertisers and developers balance."