Mobile ad CPM range from 10 to 500 yuan is reasonable

Micro-letter, Ghost Foot Seven wrote a very dry dry dry, analysis from the media advertising value and price.

The Science man is the science man, very rational, the logic is very strict. Liberal arts background like me, although the media management for nearly a decade, advertising operation for 35 years, some figures or digestion is laborious. But thank him very much. can only gnome.

In my "Media seminar" micro-group, I started my Pimpin classmate (zhiqiran002) and promised to share something: practice and thinking. And borrow the World Network business editor Xu Wei classmate (the one @ Xu Wei) account share. Hope your rotten level does not reduce the Xu Wei influence index.

In fact, over the past three years, I and the team have been operating a ghost foot Seven said that the model, but also the annual business size to do 200 million or so. I am also observing the micro-letter public number from the media for a long time to shake God: I have not been operating in the past few years like a product aggregation it?

Over the past three years, our team exclusive operation of Mobile 12580 live broadcast MMS Mobile newspaper products. The basic information is as follows:

MMS Products, open after 12-15 frames, text + small precision pictures + links, you can call the phone, short color line and web links, in order to ensure the arrival rate, generally limited to 50K;

Sent nationwide, more than 30 provinces, once a day, about from 8 to 2 o'clock in the afternoon in the morning to send completed, the user scale in 40 million;

We have been internal analysis of the assessment of arrival rate (operator indicators, this is very high, close to 99%, the opening rate (can only be estimated and backward), the continuous reading rate (down to the end of the frame, this can test the reverse) and user interaction rate (in fact, the peak time is good, content + advertising interaction, the highest 200,000 per day, Have activities such as gifts such as peak reach more than 300,000);

2010 did 132 million, followed by two years roughly 1.5-200 million scale, but the precise number is hard to say, because the perturbation factor is very large, rough reference under it;

Mainly automotive, FMCG and financial brand customers, the electricity business when the heat was done, back to the very bad, pit death, but do not do industry advertising, the basic do not do regional ads. such as Mercedes-Benz, BMW, Audi, VOLVO, Chrysler and other top 30 of the car customers, should be more than 70% cooperation, traditional newspapers rarely do the big fast, such as Procter and Gamble, Unilever, delicious and Pepsi also large-scale cooperation.

By describing these, you may be able to endorse the reason why I put the micro-trust account from the media and 12580 life to the MMS analogy:

Completely based on mobile phones;

Push type, and the Internet most display ads pull different;

Media properties of the advertising form, nothing but the mobile phone based on small screen pictures, text and video (link, not universal, speed limit), interspersed with content.

The only difference, at present, from the media or individual, there have been small-scale alliances, but fragmentation, scale, low standardization. 12580 live broadcast 40 million users, in fact, micro-letter from the media together to develop a period of time, you can overtake.

Of course, people may say, for a variety of reasons: is it better than that? MMS products are so traditional, the quality of the content is low? There is a time stage for everything, and there are internal reasons. MMS is an old technology, and restrictions can only do life service information, at the same time for tens of millions of people asked to send the basic same content, can look good? There is also our level of problem. But the overall product shape logic behind.

The 12580 live broadcast, the first independent mobile phone media of hundreds of billions of dollars, has almost kept the record to this day. In the same era, mobile phone Sina, mobile phone Tencent and other advertising revenue in the tens of millions of scale, the other is less pitiful, but also the basic game and other so-called industry advertising; now mobile apps, most of them do not carry out large-scale advertising, and therefore no one touches this ruler.

I'm just analyzing, not bragging about the team, mostly luck, doing the right thing in the right place at the right time. In another article I have analyzed the reasons for arriving at this result, to give you analogy from the media:

Operators to provide a large user base, interactive capabilities, brand endorsement, is the main reason;

Prior to three years of mobile media resources, the relative exclusive monopoly (in fact, not entirely, but other do not pay attention);

Our strategy for running the team (adherence to media model sales), experience (from top sales of top outdoor ads), Resources (partners and their own brand advertisers resource base), and the earthy and ruthless team style (mobile advertising industry is recognized).

Frankly speaking, we will understand that, since the media alone, the ghost of seven theoretical calculation of these values can not be achieved.

Come back and talk about the media model of advertising sales. That's the strategy we've been sticking with for three years. Later, the transformation of mobile marketing service providers, was forced by the trend, but also their choice of incision, began to transform into the media combined with the quantitative effect of the model.

In fact, can media model as far as possible not quantify the model, can be standard advertising is absolutely not soft character, of course, can be directly a sales content should never look for advertising models. But this is the ideal state, in the competitive game, is often chosen. I remember the first is Jiangnan spring, in our Beijing office training, said the "One penny a person" of the saying, about thousands of people cost CPM is 10 yuan, this strategy is to obtain the traditional media and the main resources of the Internet absolute advantage. 40 million days to push different users, do not calculate the arrival, open and read (because the traditional media also do not calculate, your circulation is high, but I do not see ads can not be counted), intermediate advertising resources (in 12580 live broadcast is the 23rd full frame graphics and text link full amplitude) 400,000 yuan, The first frame header package is about 1.2015 billion, performed in 40.8 million (see procurement scale, etc.). We can see that the daily live user 40 million this magnitude, so far it seems only micro-letter, micro-Bo can be achieved.

The Ghost Foot Seven brother is very close. Let me give you some examples. He mentioned that newspaper tens of thousands of circulation advertisement price thing, actually is I and Zeng Ai chat time to talk about, this can cause the attack. I would like to make an analogy, a financial newspaper, the publication of the example shows that the circulation is 680,000, Qiao is its most expensive advertising resources Friday full color front page half version of the case is also 680,000 yuan, which is equivalent to 1 people 1 yuan, thousand person cost is an astonishing 1000 yuan. But the media generally calculate the so-called circulation rate, is a newspaper a few people look (such as read Bulletin), this is the last century some algorithm, in fact, now is the reverse circulation rate, many newspapers and even distribution has no official subscribers to see. But even in accordance with the circulation rate of 2, CPM is also 500 yuan. China's most brilliant financial newspaper is the most awesome location resources, about 500 yuan in the case of CPM.

Of course, first of all, the circulation number of almost all professional newspapers, magazines are false 10 times times or even 20 times times, even if the third party notarization is not effective (there is a southern spread of the issue of jokes, is the newspaper set 1 million of the circulation of foreign rhetoric, biting death is 1 million, to your mother also said 1 million, in a daydream also said 1 million, That's true 1 million. If this factor is measured, the CPM may reach an astonishing 5000 or even 10000. Of course, objectively speaking, there are many complex factors, such as the newspaper itself is not considered the so-called CPM, the key or the target group, such as key leadership factors, as well as monopolistic factors, as well as protection costs, very complex. is realistic.

I'm a city newspaper. Announced circulation such as 600,000, in fact about playing in the fold, 300,000, the front page half of the Friday color of about 300,000 yuan. In fact, similar to the above. But its advertising revenue is 5.6 billion. The existence is reasonable, hehe.

We used to compare outdoor and television when we worked out the price strategy of "one penny a Time". CCTV's CPM is the industry's lowest price, because of its huge size, about 10, but the deduction of its moisture, including the end of the crowd (children and the elderly), it can be considered that the price of the median line of resources CPM at about 300; outdoors, the bus box is said to be the lowest CPM, low to 5 yuan CPM, But its coverage of population statistics is very tight. At present, the video industry is closest to the TV advertising system and standard pricing, it is said that CPM sold to the execution price of 40-60, good resources to 100 bar.

And then split the Sina micro-blog Home full screen ads. At present the client throws very fiercely. This is the current mobile advertising industry vane. You can not beat the microblogging client! It is said (must be noted) that the case is 960,000, calculated at 1 million. Sina announces user 500 million, mobile end 70%, calculate 300 million, it is said that the daily live digit is 46.2 million, the mobile end also calculates 70%, about 30 million, also has because the speed, the adaptation and so on various reasons cannot show, calculates 25 million days live user, CPM is 40 yuan. This is the largest, best effect (mandatory), strongest brand, and hottest media resource available to the mobile end. Disadvantages, is not clickable, pure display, worry about the jump and user experience.

Briefly, from the reality to the history, from the highest to the lowest, from the various types, compared to the mobile ad CPM range from 10 to 500 yuan are reasonable, but the current status is in the 100 yuan below the interval.

In fact, I have evaded a question, which is only discussed in terms of the CPM pricing model. In fact, can be recognized by customers and industry according to CPM Pricing, is the competitive situation and status, as well as the operation of the game caused. Digital marketing industry, not strong advertising resources at least at present, is in accordance with CPC\CPA pricing, so set, will greatly reduce the overall value. This topic does not unfold, said in the future.

Can you establish or restore the reasonable value and price of the media, such as CPM about 200 yuan? In fact, this is also a problem I think, in fact, I would like to challenge a direction. Frankly, it's very difficult.

When I write these words, a friend of the brand director of the automotive industry to discuss this topic, he said, on the one hand, since the media can not be systematic, large-scale and standardized operation of advertising, on the other hand, a large number of media owners personalized, autonomous, it is difficult to be bound by rules, so the industry may be like many alliances Finally, a piece of sand, or overdraft their own future, in the chaos to the edge. In fact, he has not said is, who can and strong brand owners and 4 a company ecological circle game? Before that, China's advertising network, platform-mode companies have not succeeded in entering the world precedent, and finally the Giants, including the media and services. Say you are not polite, the difficulty, there is a chance to find a few mobile phone advertising platform Buddies Chat, you know, it is not difficult to easily, the essence is similar, those resources due to media influence, but more standard.

Of course, the micro-trust platform will not be unified to operate, it is possible, but not in the short term, there is more than this important thing, there will be a cross-platform third-party operating platform or institutions, think of the idea of a lot of people, but with the resources and capabilities and ultimately to the sea not too much, it seems, Sohu oneself In doing this media market exploration, also have a lot of people and I consult advertisement large-scale operation possibility. But in the end, it must not become a micro-blog advertising, Sina can not make money, external marketing chaos, the end of the market marginalization.

This thing, to be honest, we were thinking, but we didn't think clearly. Later by chance to share again. But still can't help saying, advertisement this matter, if have any other can do, do not do. During this experience, you can refer to an article I wrote, "a mobile phone media operation gain and loss talk". Can be found on the Internet.

There are a lot of gaps in the meeting today. I am a news department, the writing level is not so bad ah. Write carefully.