Let's meet RTB advertising era

Absrtact: Although the 2013-2015-year network advertising market Size forecast has been lowered, but the network advertising over the TV ads, but only a matter of time. In fact, the time we spend on the Internet, whether through computers, tablets, or mobile phones, has long exceeded

Although the 2013-2015-year network advertising market Size forecast has been lowered, but internet advertising over television advertising, but only a matter of time. In fact, the time we spend on the Internet, whether through computers, tablets, or mobile phones, has long surpassed television. Advertising is followed by the eye, but the advertiser's budget allocation, often has a certain habitual and hysteresis.

Looking back 2012: Social media continues to flourish, microblogging slows micro-credit surges; Video media continues to double, youku potatoes become one; Mobile network users continue to increase, advertising mode is still improved, marketing platform, the audience purchase into reality. I would like to talk about the last point.

Internet advertising has changed dramatically since Google launched their DoubleClick ad Exchange ad trading platform in September 2009. Google intelligently put the rest of the site's remaining advertising flow, converged on their advertising trading platform, advertisers or advertising agents want to buy ads, through with Google to do RTB (real-time bidding) docking company, these companies collectively referred to as DSP (Demand-side Platform, demand side platform). When there is a consumer surfing the web and opening the pages of these ads, advertising trading platform will notify each DSP, and each DSP needs in a very short time (generally required in 60~100 milliseconds), decide whether to bid for this advertising behind the people, if you want, how much money to bid. Once the bidding is successful, the advertisement will be displayed. The so-called RTB, because this time is very short, near real-time.

This innovative approach solves several problems at the same time, which mainly has two points: 1 The website makes better use of those remaining advertising positions, brings additional advertising revenue 2) advertisers through DSP, can a impression a impression to view the page behind the person is the target audience, If it is to show the appropriate advertising, advertising effectiveness and efficiency has been greatly improved.

In China, Taobao took the lead in October 2011 launched China's first advertising trading platform Tanx, and Google, Tencent, Shanda, second hand, etc. also in 2012 launched their advertising trading platform. Until the end of 2012, these ad trading platforms can provide 3 billion impression a day for advertisers to choose from. Easy to launch in March 2012 China's first DSP, and for Volvo cars to cast the first Chinese RTB ads.

Of course, the key is data. With the data, advertisers can understand more about the consumer behind the browser, to decide how much money to show, what ads to display, to the consumer; This advertising model is called "audience purchase". Compared with the traditional "media purchase", which relies on the media platform, the audience purchase can reduce the wastage rate to the greatest extent. "I know half of my ads are wasted, but I don't know which half of them," said the former advertising agency.

Looking forward to 2013, RTB and DSP market will grow faster, which will be more conducive to the development of the audience. First, there will be more advertising trading platforms to launch the market: such as Youku, Sina, Sheng and so on, and secondly, through the DSP can buy the form of advertising has become more and more rich: in today, advertisers can buy through the DSP to banner, painting, window, video and other forms of advertising; at the beginning of this year, Google will put their mobile ads (ADMOB) on their advertising trading platform. Can say, RTB became a huge "advertisement Taobao", want to buy what all have. According to Eric's estimate, the entire RTB and DSP market this year, 168% growth, far higher than the entire internet advertising 36% growth.

Let's meet RTB advertising new era, let the marketing ROI to a higher level.