Initial discussion on cloud advertising mode

Cloud computing and the technologies, concepts and new business models that it represents have gradually come to the ground and are beginning to penetrate all of it-related industries and fields. And the emerging cloud advertising model, the traditional advertising industry to change the role of how much?

As one of the hottest topics in the global IT arena, cloud computing and its technology, philosophy, and new business model have gradually come to the ground and are beginning to penetrate all it-related industries and fields. From cloud video, Cloud conferencing, cloud games and other industries, to cloud security, cloud storage and other professional fields, we have witnessed the charm of the cloud era.

We know that as a delivery and usage model of IT infrastructure, it is the core meaning of cloud computing to allow people over the network to get the resources they need in an accessible, scalable way. And from a broader perspective, extending the scope of IT infrastructure to the IT and software, other areas outside the Internet, and taking its core "on demand, easy to expand access to the required resources" definition, will better reflect the business value of the cloud model. In this case, the abstract "computational power" can be used as a commodity through the Internet to circulate.

Cloud Advertising is one of the direct embodiments of this concept and model. Specifically on the unified cloud platform, cloud advertising allows all advertising providers, agents, planners, producers, as well as industry associations, regulatory agencies, industry media, legal structures, etc. to integrate their own creation and responsible services into a resource pool, the resources to show and interact with each other on demand, so as to reduce costs and improve efficiency.

In this way, the "cloud" can give users strong support, its automated centralized management so that enterprises do not have to bear the high cost of data management, and its versatility so that the utilization of resources significantly improved, users can fully enjoy low-cost advantages, and greatly save time.

This is the era of cloud computing advertising mode.

From concept to landing

So, the new technology led by the cloud advertising model, the traditional advertising industry to change the role of how much? RTB and other technical foreground geometry?

The global public cloud services market is expected to grow by 19.6% this year to $109 billion trillion, U.S. market research firm Gartner9 said 18th. Among them, business process namely service (hereinafter referred to as "BPaaS") scale is biggest, share reaches 77%. BPaaS separate from the three major areas of IaaS, PAAs and SaaS, highlighting the value of business model innovation in cloud computing practice. BPaaS is the largest area, mainly because cloud advertising is included as a child domain. It is estimated that the market size of BPaaS is expected to grow from $72 billion trillion in 2011 to $84.2 billion in 2012. Cloud Advertising in the public cloud services market accounted for 47%, becoming the largest sub area.

Why does cloud advertising occupy such a large market share?

This is because the rapid application of cloud computing and infiltration, is gradually changing the future of network marketing and business management model, when all business operations will be based on a highly information-based cloud platform. As an important economic growth point, the internet marketing industry is undoubtedly one of the biggest beneficiaries of cloud computing.

This also involves another hot field in the IT world-big data. With the development of the Internet, especially the rapid development of social media, E-commerce and intelligent terminals, a large number of unstructured "data fragments" are produced every day. According to statistics, Taobao daily active data volume has more than 50TB, a total of 400 million product information and more than 200 million registered users online activities, this petabyte level of the production of unstructured data, making conventional technology has been difficult to deal with. In this context, only through the integration of cloud computing, analysis and processing technology, the dispersed mass data (PC end, mobile phone, application, etc.) unified into the cloud platform, in order to better identify and analyze the characteristics of users, to achieve on-demand release, further reflect the value of online advertising, complete the real sense of precision marketing.

Following the emergence of the Internet network advertising industry, has long been the concept of cloud computing absorption and digestion, and applied to its own business areas. March 22, 2012, after nearly a year of preparation, the leading group of advertising group in the country to officially release the cloud computing platform as the core of the development strategy, and launched four new products, opened the domestic cloud advertising chapter. and other advertising companies have launched Cloud planning, the main advertising system to move to the cloud, in order to grasp the background of large data in the future trend.

Technology innovation vs Business model

Over the past two years, cloud advertising has landed quickly and has quickly become an emerging subversive force. The cloud advertising model, the technology-oriented advertising system based on the cloud technology, and the platform advertising cloud based on the business model on demand are two important fields.

According to the industry, is committed to cloud computing technology advertising system, first of all to have a sufficient level of data sources, and secondly, to have sufficient technical research and development input.

However, because the essence of digital marketing is data marketing, that is, through the data mining, analysis, calculation, the data will be continuously converted into commercial value, technical strength is particularly important. As a matter of fact, there are not many companies in the country with the real meaning of cloud advertising technology platform, which is also one of the factors restricting the outbreak of cloud advertising in China.

Companies focused on it technology are also preparing for the trend. At present, China wins Tiancheng, wave and Huawei and other IT software companies have launched a solution for the advertising industry cloud computing technology. such as Huawei's terminal liquidity capabilities, the technology to provide a complete cloud analysis support capabilities for advertising companies to provide a new choice.

And in a cloud-compliant business innovation, a wider range of participants is active. Pay on demand, easy to expand, this model seems to itself in line with the occurrence of advertising products law. "Advertising Cloud" by virtue of its strong integration capabilities, will come from all over the network flow to the maximum level to a unified platform for centralized management, these flows include fixed advertising flow, rich media advertising flow, residual flow and so on.

For example, the domestic advertising company easy interoperability proposed network traffic overall precision control concept of "advertising cloud" practice. It draws on the "cloud computing" integration model, through system-level optimization, the paper breaks the single matching route from the media resources to the AD client, collects the idle advertisement traffic of the network media and carries on the unified management, uses the directional technology method to excavate the latent value of the media flow, and makes the best use of the matching to the demand user.

A mature case occurs on our common advertising screen. Different from the previous to selling hardware mainly, "advertising cloud" to buy the screen of customers, advertisers, advertising production units, screen terminals, such as closely linked to the unified platform, to achieve the needs of a wide range of human-computer interaction at the same time provide a rich function, customers can not only timely release the latest advertising information, but also in time to get the latest advertising In order to integrate the digital signage industry chain.

We believe that the emerging cloud advertising model under the cloud computing concept is bound to burst into great value.