Mobile advertising strides forward

Mobile Internet After the rapid development in 2013, the entire mobile market has undergone some structural changes and the pace of commercialization has accelerated markedly. According to iResearch data, the market scale of China's mobile Internet reached 33.07 billion yuan in the first quarter of 2014, representing an increase of 78.5%, of which mobile marketing accounted for 14.1%, reaching 4.67 billion yuan, according to the development rate in 2014, mobile marketing will have more dazzling performance.

As the most important mobile advertising mobile marketing take this stride eastward striding forward, the pace of the great speed so many people in the industry to marvel. However, the rapid development of mobile advertising has created many problems. Various advertising networks and trading modes are emerging constantly, causing advertisers to deal with complicated trading systems and rules on different platforms when they advertise. As a result, Buying inefficiently results in unnecessary waste of money. In order to adapt to the rapid development of the industry and improve the accuracy of advertising and advertising effectiveness, the mobile industry has accelerated the pace of launching the mobile DSP platform.

What is mobile DSP?

Demand Side Platform (DSP) is a demand-side platform. In the traditional Internet business, it mainly serves advertisers or agencies. It is a demand-side platform that integrates strategies, implements optimization and analysis reports, helping advertisers to perform accurate Advertising. As the name suggests, mobile DSP is a demand-side platform for mobile terminals. Advertisers can complete the entire advertising strategy, trading, delivery and optimization process through the mobile DSP platform.

So, mobile DSP and PC-side DSP What is the difference? The two mainly in behavioral analysis, advertising interaction, placement significantly different.

First, behavioral analysis differences. The biggest difference between the PC-side DSP and the mobile-side DSP is that the LBS on the mobile end makes the 020-mode more workable. Because the mobile DSP can orient the crowd area according to the LBS, the advertisement can be directed to the crowd of the target area and lead the target population directly to the physical storefront. The online interaction can be completed under the 020 mode conveniently, efficiently and accurately.

Second, differences in advertising interaction. Human-computer interaction on the mobile side is more advantageous than the PC side, and at the same time it can bring a better advertisement examination. In the interactive human-computer interaction on the mobile side, the audience not only realize creative and visual impact on the advertisement, but also more important Can feel the joy of human-computer interaction. For example, Pui Ling Fei kiss interactive advertising, users simply kiss the advertising screen on the phone screen, it will leave the user lipstick, and then lip gloss users to beautify, and then beautify the lipstick through the WeChat and other media sent to the designated friend, Share your ad with friends.

Third, placement differences. Large pages in the PC interface usually have multiple ad slots, distractions are distracted by non-unique placements, ads are less effective, and there is a risk of exposure to competitors. Mobile devices generally smaller screen, usually only one screen advertising, easy to focus the user's attention, to achieve better advertising results.

Mobile DSP-specific features

Econsultancy, the world's leading digital marketing community, summarized the role of DSPs in marketing marketers, including the following: programmatic buying and automated optimization, cross-channel budget control, a unified interface for consolidating management resources, Efficient and transparent ad serving, forecasting and buying decisions, audience insights, and re-buying orientation. As can be seen from the summary of Econsultancy, DSP basically covers the whole process of advertising implementation, is a mature advertising exchange platform, we can summarize the functions of mobile DSP into four main aspects:

First, programmatic purchase. Prior to the advent of the mobile DSP platform, advertisers typically had to go through a complex process of ad serving across multiple ad networks because each ad network platform had different operating systems, rules, and processes, so advertisers ran ad serving It can be very time-consuming and inefficient. The mobile DSP platform for advertisers to provide one-stop program to buy, to the crowd as the main audience to buy, you can uniform standards to avoid unnecessary overlap caused by the crowd wasted, while improving advertisers advertising effectiveness.

Second, accurate crowd orientation. Precision crowd targeting is a core feature of mobile DSPs that maximizes ad reach and conversion rates only when delivered accurately. Simple to say precise crowd orientation, is based on a strong third-party database to each target audience mobile phone usage, such as browsing habits, time, frequency, preferences, etc. for the crowd tag classification, the more sub-tag, the more accurate High, which is often the most test advertising company, as China's first professional mobile DSP - force the United States DSP currently has more than 1,600 kinds of tag classification, but also continue to accumulate, basically covering all the people can think of labels To achieve the ultimate precision should be a goal of the industry.

Third, RTB real-time bidding. Real Time Bidding is also a core feature of mobile DSPs. People who understand the mobile DSP should all know that real-time bidding is an open and transparent way to buy, helping advertisers win the most reasonable and valuable exposure. RTB real-time bidding ads in the past two years, rapid development in the country, a large number of companies are beginning to compete for this technology, but not many companies master this technology can optimize the auction time to 100 ms is one of the few, Lima DSP is one of the best.

Fourth, running monitoring, automatic optimization. This is another important feature of Mobile DSP, which enables advertisers to know the performance of advertisements in real-time during delivery, and make timely adjustment of delivery strategies to avoid strategy mistakes caused by lagging delivery effects. Automatic optimization is based on monitoring of real-time data reported by the feedback, mobile DSP can be automatically optimized, including delivery optimization and bid optimization, adjust delivery strategy, control delivery frequency, so that we can control the delivery costs and improve delivery efficiency and effectiveness. An excellent mobile DSP platform can continue to accumulate the optimization process, to automatically optimize the next auction placement supplement.

How to test mobile DSP platform?

The first answer is why to assess the mobile DSP platform? Mobile DSP platform currently appears in various forms, there are professional companies to do mobile DSP platform, as well as cross-platform platform for mobile DSP companies, each company's mobile DSP platform because of its own technical conditions, customer resources, the accumulation of resources each the same. To find a full strength, advanced technology, abundant resources, professional mobile DSP platform is not easy, I think from several aspects to examine the quality of mobile DSP platform:

First, is the resource rich? Advertisers in the choice of mobile DSP platform should first pay attention to the rich resources of the platform, a platform is rich in resources directly affect the breadth and depth of the ad delivery, the final impact of the ad delivery efficiency, not only a high-quality mobile DSP platform not only Just claim how many completed ADX docking, more importantly, it can get real-time advertising traffic requests can achieve a large amount. Then resources are mainly reflected in what aspects? Should include the daily average PV of the platform display volume, the proportion of the audience to reach the number of docking which third-party data channels, which type of advertising and other resource types should be taken into account, so as to make their own delivery strategy to make more reasonable Planning.

Second, the technology is strong. Technical strength directly affects the overall strength of the mobile DSP platform in the Internet industry, technology-based survival also determines whether the mobile DSP platform is a blip or sustainable development. From a functional perspective, the technology involves RTB real-time bidding and delivery optimization. The bidding control and placement optimization techniques should be the focus of investigation. The quality bidding process of the mobile DSP must be within 100ms, otherwise ADX will consider the auction invalid, meanwhile Excessive bidding time will result in prolonged ad display waiting time, affecting the user experience. Powerful technology platform can quickly respond to changes directly related to whether advertisers can grab a good display platform.

Third, the data can be used live. Having a strong data network is not a big plus, but how to use it is crucial. To find advertisers who are interested in advertisers, the algorithmic model of mobile DSP is very important. Only a large number of delivery items are accumulated on the mobile terminal. During the delivery of the project, according to the data results of the day, Source, price, label, equipment and other multi-dimensional continuous optimization can form an efficient and accurate algorithm model.

Fourth, the experience is rich. The success of ad serving depends not only on whether it has a mature and professional mobile DSP platform, but also an experienced and professional team that also plays an important role. Whether you have an experienced team of professionals for strategic assessment of advertising, creative execution, implementation optimization, etc., can have a direct impact on the effectiveness of advertising. How to see if a mobile DSP team has a wealth of experience? Intuitively, you can see whether the team has the advanced experience of moving the DSP industry, the successful experience of multiple projects, the influence and reputation of successful projects, and so on.

I believe that with the continuous improvement of technology and the continuous development of the industry, the future of mobile DSP will gradually become the center of mobile marketing, technology-driven, toward the professional, sophisticated direction. In the final analysis industry efforts to promote the development of mobile DSP are for advertisers to have a better precision medical examination, a more simple mode of operation, more reliable monitoring and optimization, and ultimately to maximize advertising marketing efficiency.