Mobile advertising yesterday, today, tomorrow

The writer, Bubba Murarka, who worked in the mobile department at Facebook, is now a partner and managing director of VC Draper Fisher Jurvetson.

The plates for mobile ads are getting bigger--look at Mary Meeker's report on Internet trends and you'll get a good idea. While users spend more time on mobile devices, a lot of money is flowing to mobile ads. Although the current mobile advertising revenue is not as PC-side and TV, but I believe that transcendence will become inevitable. In Facebook, for example, mobile advertising accounted for 59% of total revenue in the first quarter of 2014. More importantly, with the evolution of mobile advertising and directional capabilities, this rising trend will accelerate.

Mobile advertising is menacing, but not a day's work, but is divided into three stages:

Stage 1: Before 2012

The applications are independent of each other, and advertisers cannot use cookies to identify and redirect targeted users.

Because of the ability to improve the installation of applications, plus people's understanding of the pay application is still shallow, encouraging advertising to become the dominant.

Stage 2:2012-2015

The emergence of native ads provides a better user experience, but in terms of content and objectives, it is generally the same as the previous form of advertising

Targeted delivery is constantly improving, increasing to the level of web advertising (including, cookie-like technology, redirection, and real-time bidding).

Companies such as Facebook have created high levels of advertising self-help tools, which have attracted large amounts of direct marketing and user acquisition marketing spending on marketing.

Stage 3: After 2016

A group of ads designed for mobile-side customization emerged. For example, sponsorship and analogy notification, app's first trial purchase, and other still in the brewing form.

Pure Mobile directional advertising data (from our personal mobile devices), such as the current location, installed apps, calendar content, and address book information, all offer great value to marketers.

By being directly present, or working with a mature ad network, Facebook, Alibaba, Yandex, and so on, will earn a full pot of money.

Today, more than 2014, mobile advertising is in the maturing phase of two, and gradually moving towards the third phase, the constant evolution also means more new opportunities. Like the Web, community and communications applications with a large number of users will be the early winners, and as mobile devices become more widespread and people spend more time on the mobile side, more diverse forms of advertising will emerge and winners will be more.