Mobile advertising industry has been criticized for the "black box" issue

Huang Yuan Huang Yi

The highly-criticized "black box" issue in the mobile advertising industry is expected to be completely broken.

The signal comes from the first mobile advertising federation in China that aggregates BAT (Baidu, Ali and Tencent), the China Digital Marketing and Services Industries Alliance ("the Alliance").

In contrast to the sluggish mass movement of the traditional advertising industry, internet advertising has undergone rapid changes in a short period of time since the advent of the Internet. In particular, mobile advertising has seen rapid growth under the wave of the mobile Internet. However, due to lack of industry standards, And advertisers worry.

Hidden behind the growth

Analysys data show that in 2013 China's Internet advertising market reached 100.01 billion yuan, an increase of 36.8% over 2012. It also predicts that this growth trend will continue in the future, and by 2016 this figure will exceed 200 billion to reach 206.75 billion with a year-on-year increase of 19.2%.

However, behind the rapid growth in the development of digital marketing, the industry's hidden troubles are highlighted.

After the rapid development of the previous two years, a large number of mobile advertising companies aided by financing. However, in 2013, many competitors quit the stage of the mobile advertising market. For example, as the parent cloud cloud search was acquired, cloud cloud mobile advertising platform to stop operating, and VPON out of China Mobile advertising platform market, all of the Adel has now ceased operations.

"The fundamental reason is that there has been no uniform industry standard since the birth of online advertising." According to Xiao Yimin, secretary general of Shanghai Digital Marketing Committee, as media resources become more and more abundant, resources are at the social level Not efficient configuration.

Specifically, there are many types of advertisements, including the size and style of advertisements, and the inconsistent definition of styles. Secondly, there is a lack of a unified classification system for users, media and customers. The definition is coarse and fine, and the coverage focuses on each other. In addition, the basic indicators of marketing data lacks a unified definition and statistical method, and data at all levels vary greatly.

A mobile game distributor told reporters frankly that he could see how many mobile phone users saw the advertisement but did not know how many consumers in the product were actually impulsive to buy the advertisement.

"Running mobile ads seems to get into a black box and the data is exactly what the other party is saying." Some of the above are frustrated and do get feedback from advertisers, but their referee + athlete status makes it harder for the player Measuring this data is really effective.

Bid farewell to the black box

Q1 2014 2014 earnings report shows that its quarter revenue of 2.502 billion US dollars. Of this total, revenue from advertising was $ 2.27 billion, an 82% increase from the previous year; mobile advertising revenue reached $ 1,339 million, accounting for 59% of the company's advertising revenue, up from 30% in the same period last year.

Previously, domestic advertising companies, brave advertisers and related research institutes are conducting experiments in the hope of exploring methods and standards for measuring the effectiveness of advertising, and then break the black box, to blaze a trail of blood.

Last year, Easy Media officially announced it became MMA (Mobile Marketing Association, Global Wireless Marketing Alliance), the world's invited senior member units, its CEO Yan Fangjun said at the time, which will promote the establishment of industry standards and more industry exploration in China.

However, in China, the largest BAT has its own advertising and marketing alliance, for example, Baidu Mobile Alliance, Ali Ma ad network, as well as last year's newly formed Tencent Guangtong Mobile Alliance.

Take Tencent as an example. According to its Q1 2014 results, the total revenue for the quarter was 18.4 billion yuan ($ 2.991 billion). Online advertising revenue was 1.177 billion yuan, accounting for 6% of the total revenue in the first quarter of 2014.

This time, China's digital marketing and service industry alliance gathered for the first time the BAT Big Three, and Yang Yang, good Jesus, gather together, Jia Road information, co-develop DMSS, trying to form a unified industry service standards.

As envisioned, DMSS will cover such topics as graphic poster style, video ad style, rich media style, text ad style, artwork measurement basis, video measurement basis, rich media measurement base, search measurement base, e-commerce metrology base, , Mobile measurement benchmark, anti-fraud benchmark, basic benchmark, RTB protocol, RTB implementation, RTB data and other 16 major aspects of the standard, and formed for the media, advertisers, advertising service providers and third-party data monitoring platform .

"Alliance List of the First Council: Shanghai Information Service Industry Association Any Union Chairman Unit, Tencent, Baidu, Alibaba (Rolling Information) as the Vice Chairman Unit." Xiao Yimin said the governing council units will be the first in accordance with the standards , Carry out business at the same time promote most companies within the Union to comply with the final drive the entire industry to comply.

If everything goes well, advertisers can come up with digital marketing needs by standards, and the "black box" in the mobile ad will eventually be broken.