Mobile advertising is expected to grow 4-5 times this year in the rational harvest season.

It times reporter Xin Yun "2011 is a customer asked why to do mobile advertising, 2012, many people are asking how to do mobile advertising, and this year, the customer initiative to us to move the mobile ad better demand." "The founder of a mobile advertising platform in China told reporters.　　After two years of integration, the first quarter of this year, mobile advertising brand customer acceptance, clicks and so on are ushered in a significant breakthrough, some companies predict their own income will be at least doubled this year.　　Mobile ads heat up revenue will grow "we expect a four or five times-fold increase in revenue for the entire industry this year," Zhang He, co-founder of the Alliance, said to the IT times. It is understood that the first quarter of this year, the number of brand customers showed significant growth. "When the industry started in the 2011, there was hardly any brand customer focused on mobile advertising, but after last year's market training, most of the customers were found to have retained and many new customers came in."　　"Zhang He said.　　Limei Advertising Media CEO Shuyi told reporters that the first quarter is usually the off-season of the advertising industry, but the recent stage, including Car class, IT, fast sales of brand customers have shown a strong interest in the launch. "Last year we felt that a lot of advertisers are still only tempted to launch the nature of the ads, do not specifically ask the direction of advertising." But this year many of the brand advertisers began to carefully ask will put their own ads to which several media up, coverage of the crowd. "The curtain thousand moves medium Vice-President Lanxu introduces."　　This may indicate that, with the convergence of global trends, the domestic advertising is subordinate to the process of education and training to come out, the advertising conversion rate demands more and more attention. The disordered competitor disappears the industry conformity basically completes and causes the advertisement advocate attitude to be positive one of factors, is the industry conformity degree obviously enhances, many disorderly competitors disappear. Lanxu told reporters that at the end of 2011, at the beginning of 2012, there were as many as hundreds of mobile advertising companies, "many people think the industry has money to earn, blind entry." "Many mobile ad platforms are frantically scrambling for app resources to show their coverage to their customers," he said. In the mobile advertising industry, the main model is the Pay-as-you-go format, which is to settle advertising fees for app developers embedding their own advertising code in a fixed cycle. But some platforms are "prepaid" to attract developers, and even more, as long as developers register to log in, reward 100 yuan. This model completely regardless of the late launch effect, but can help the platform to expand in the short term.　　As for the cost of advertising low-cost competition, and other ways. "But a lot of people find that the profit model is not as simple as they would like to see because there is a big difference between the display and the clicks, and the market obviously needs to be nurtured." Many of the platforms that take short-term action are quickly out of their means and a large number of competitors are eliminated.　　Lanxu said, insisted that only more than 10, and basically formed a 123-line echelon, some of which also form differentiated services. As the industry purifies, it also allows some very good quality apps to start getting rid of the fear of impacting the customer experience rather thanIntention to insert an advertisement mentality.　　Zhang He said that before the United States Mito, ink weather and other old quality apps are always reluctant to join the ads, but this year, they found that the advertising platform for their own is the international line of the brand, and finally have the cooperation intention, realize that advertising can give them color, not minus points.　　New display way to keep the interest of customers in addition, this year mobile advertising has been a new way to display innovative ways. On smaller screens, banner (banner ads) is the worst-hit display, especially on game apps. "Game users have a high degree of immersion, when they focus on playing the game will rarely go to click on the bottom of the screen banner." "Zhang He said. Since the second half of last year, the major mobile advertising platform has launched a "integral wall" of a new form of display, advertising directly with the game progress, such as players in a certain stage of the game must have gold coins to buy the necessary props to pass, at this time "integral wall" appears, the player and the list of the various advertising content interaction,　　will receive gold coins. "Sometimes it takes a player to click on an ad, sometimes to download a coupon, so it's a hit to the advertisers," he said.　　Shuyi said Banner's Click conversion rate was only about 5 per thousand, while the "integral Wall" was as high as 10%. "Like the new presentation, you need an excellent interface between ads and apps, to this end, we have recently even set up a team of more than 10 people, specialized in a game app design at the beginning of a common planning with developers, at which level is suitable for inserting ads, how the advertising design and game picture style better match and so on. "Shuyi, some people on the team, spend a lot of time working every day playing all kinds of app games." Compared to previous years of simple shop, mobile advertising is ushering in a rational growth of space.