Mobile ad platform: Survivor games there are only more than 10 left at the end of 2013.

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Hewen/Wen

It can be asserted that this year, China's mobile advertising market pattern, will show a strong "Matthew effect", the stronger the strong, weak weaker.

From hundreds in the 2010, by 2011, less than 100, by the end of 2013 only more than 10, and the U.S. Science and Technology CEO Shuyi predicted that by the end of this year, sales revenue of more than 400 million yuan mobile advertising platform will not exceed 3, annual income of less than 100 million yuan, is expected to 7, 8 home. This echoes the view of TalkingData, a third-party mobile data provider. TalkingData COO Xu Yi predicts that by the end of this year, the mobile advertising platform that can be "left" is only about 10.

After a continuous shuffle, the current surviving players, the first is to obtain a sustained "blood transfusion" of capital, such as the United States, Rice, Anwar, and so on, has been the organization's B-round investment, and more importantly, these platform vendors are gradually in the mobile advertising in the state of burning money to find some revenue patterns.

The mobile ad platforms surveyed in this topic are expected to maintain growth of 3 to 5 times times revenue this year. The industry has reached a node with a large volume. In the words of Zhang He, president of the Federation, looking back all the way, 2012 we discussed the "Why Mobile internet Advertising", 2013 is "mobile internet advertising How to do", 2014 is "mobile internet advertising how to big."

The development of mobile advertising industry, is also from extensive barbaric growth to specialization, differentiated market segmentation stage evolution, the form of mobile advertising from the previous relatively single banner, plaque and so on, extended to 2013 before and after the strong to attack the integral wall, the current emerging mobile video ads, Mobile DSP, More innovative forms of localized mobile advertising. In other words, when the market reaches the scale effect, the value of mobile advertising platform is highlighted: the integration of the media (APP) resources, the focus of advertising technology innovation, the access to database resources and so on.

In this process, how to let the brand advertisers understand the value of mobile advertising platform, how to evaluate the effectiveness of various promotional means, how to distinguish between the various channels of users, how to further understand the different channels of user interest, how to promote more accurate and effective? And so on the mobile advertising industry chain of all parties are very concerned about. Third-party data services companies like TalkingData have been trying to help the industry solve these problems through data.

Because of this, the mobile advertising platform in the brand Advertiser's attraction, the brand advertisement main resource occupies also gradually become "virtuous circle". TalkingData's Xu Yi that, although the current brand advertisers on the value of mobile advertising has limitations, the mobile ad is still in the "taste" stage, and mobile advertising platform is also relatively single mode of cooperation, is still a continuation of internet advertising by display, click to settle, but it is certain that Brand advertising in the future will be the protagonist of China Mobile advertising market, the current stage of mobile advertising platform players already in the "idea to try" to pry this big market.

Competition with Giants is a problem for the entrepreneurial team to avoid. In fact, BAT's big Three are already in the mobile advertising area has the layout, and is increasing the investment. In particular, the recent micro-credit subscription advertising system (internal called micro-letter wide-access) on the line is quite popular with the industry. Micro-trust is the micro-letter and wide-point common cooperation project, will receive a nuanced public platform, that is, will become the basic function of the micro-credit public number. This project actually represents Tencent (577,-10.00,-1.7%, real-time quotes) in the field of mobile advertising exploration. There is analysis that the mobile advertising revenue is followed by traffic, the current micro-letter flow is the largest, and each user is real, is undoubtedly a "very natural advertising system", "the best quality advertising platform."

Optimists believe that bat entry can lead to standardization in the mobile advertising industry, improve the whole advertiser to the market value of recognition; Of course, will also bring a certain impact, entrepreneurial team is the key to find a differentiated positioning, "as long as I do professional", "as long as my conversion rate is higher than it," can find their own sense of existence. Finish)