Mobile ad crisis: Who profited in each of our clicks and watches

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When we open the microblogging client, the first is a few seconds of Full-screen advertising stay, playing hand tour screen at the top of the banner ads are always lingering, of course, we have been accustomed to using mobile phone video before the patch ads ... Those seemingly free things just charge prices in a different way, which is the right thing to say about mobile ads. Behind these ubiquitous mobile ads, who is profiting from each of our watches and clicks?

Facebook challenges Google's dominance

When mobile internet companies advertise "product free", they are actually saying, "We have a lot of ads." "From Google search, Facebook social to many hands, free and sharing the spirit of the Internet incubation of the bustling mobile advertising market."

Ignitionone released the 2014 Q1 Digital Marketing report, the first quarter of this year, the number of clicks on search ads increased by 5%, the quarter hit rate increased by 23%, the U.S. marketing spending on tablets advertising more than 79%, spending on smartphones increased by 107%. Among them, the number of ads on tablets rose 25%, clicks Rose 39%, the click Rate Rose 11%; The number of ads on smartphones increased by 131%, clicks increased by 217%, and clicks rose by 37%.

Global mobile advertising spending rose 105% to $17.96 billion in 2013, according to emarketer data. Mobile advertising is expected to grow at a rate of 75.1% to $31.45 billion trillion in 2014, accounting for 1/4 of global digital advertising spending.

Google and Facebook account for most of the share. 2013, two companies accounted for more than 2/3, mobile ad net income increased by 6.92 billion dollars.

Carefully differentiated, the relative position of Google and Facebook is changing. With the Android ecosystem, Google has been the first mobile ad for years, but its share has been slipping since last year. Google's share of the mobile ad market will drop to 47% this year, down from 49% last year, according to emarketer data.

Despite the decline, Google's market share is still nearly twice times that of the second Facebook. At present, Google's mobile advertising model is mainly mobile search, mobile advertising alliance Google AdMob, app-embedded ads, mobile-side YouTube and Gmail promotion. Among them, Google AdMob banner ads occupy the mainstream, but the app implanted ads and YouTube mobile end of the rapid development.

Google's Asia-Pacific marketing director has said to the media that Google is doing some new research in mobile ad mode, such as allowing users to call ads on mobile devices for new models when they click on app ads. "As with digital marketing in the PC era, the promotion of mobile devices will be best practiced through many groping." ”

Meanwhile, Facebook's market share has risen steadily. In 2012, Facebook accounted for only 5.4% of the global advertising market, and by 2013 its share growth to 17.5%,emarketer was expected to grow to 21.7% in 2014.

The mobile business has become a new revenue engine for Facebook, with industry insiders saying, "For companies like Facebook, app-built ads have become a huge money-printing machine." "In the first quarter of this year, Facebook's mobile advertising revenue reached $1.339 billion trillion, accounting for 59% of corporate advertising revenue," the company said.

This is thanks to Facebook's capital distribution since last year. October 24, 2013, Twitter spent 350 million of dollars to buy a start-up to help mobile publishers manage advertising Booths mopub;2014 June 6, Twitter announced the acquisition of new mobile advertising platform Namo Media, and said in a statement: " We've been trying to create a seamless, natural advertising experience for users by providing ' natural ads ' to mobile application publishers. We believe that all application developers should be commercialized without sacrificing the user experience. ”

At the F8 developers ' Conference May 1 this year, Facebook officially launched the new mobile app advertising distribution service, Facebook audience receptacle. Based on the information left by the user on the social network, the content provider can identify the users in different software and distribute the promotional content according to their data.

For example, users praise a branded product on Facebook, and when using a third party application, it is possible to see the advertised content of the brand appearing as a banner, window, or native form. This will increase the accuracy of mobile ad placement to a new level.

China market shuffle for three years

Compared with the booming international market, China Mobile advertising market is experiencing the process of shuffling from disorder to industry.

2011, is considered to be the year of China Mobile advertising.

"This year, a lot of mobile advertising platform was born. "Mango Mobile Advertising CEO Wang introduced," at most when there are more than 70 mobile advertising platform at the same time competition, these advertising platform model is simple, is to melt into the money to pack some media (APP), and then sell these media traffic to advertisers. This is the initial development trend of China Mobile advertising. After 2012-2014, China's mobile advertising industry gradually mature, to the direction of programmatic purchase. ”

Programmatic purchase is relative to the concept of manual purchase. Before 2012, advertisers put ads on apps, the basic step is manual operation, and the media talk about price and space, "More is to recognize the value of the app itself, not the value of the user behind the app." "Programmed purchase is the data analysis of the user's attributes behind the app, including gender, revenue structure, location and other key information, show it to advertisers, in 0.001 seconds to complete the bid."

Wang that the significant trend of China Mobile ad market from 2011 to three years is the change of the relative relationship between app traffic and advertiser resources. "The beginning of advertisers on the marketing value of mobile advertising is not particularly understood, app traffic and advertisers less than the main resources, but last year, the number of advertisers to enter the market and the proportion of the increase in the percentage of mobile advertising is less, so also bring a marked increase in prices." ”

Games and applications This type of app advertising is still the mainstream of China Mobile advertising, in addition, mobile ad platform Edersch vice President Sun Ze believes that brand advertising will be the new outbreak point this year. In terms of Edersch, the cost of brand advertising is gradually breaking out, from 2011 hundreds of thousands of, 2013 millions of to this year's tens of millions of, Sun Ze said, in the industry such tens of millions of brand advertising mobile advertising companies have several.

Mobile advertising is expected to become China's fastest-growing industry, according to the PwC's 2014 advertising report. 2014 Market size will reach 12.5 billion yuan, to 2017 is expected to reach 25.7 billion yuan.

In addition to the size of the market, Chinese consumers ' preferences also cheered advertisers. The report points out that mobile Internet as a brand advertising carrier is more attractive to Chinese consumers than the UK and Europe. 78% of Chinese consumers surveyed said they might click on their own advertising content, Britain and the United States, respectively, only 33% and 29%;58% of Chinese consumers said they are very willing to share personal information in exchange for valuable things, such as free applications, while in the United Kingdom and the United States this ratio is 28 % and 30%.

Lin, a PwC partner, said that given that China is the world's most-downloaded country, offering free content in exchange for personal data should be the core marketing channel for brands to attract Chinese consumers.

"Enterprises to use customer data to introduce differentiated products, more opportunities to sell before and after the sale of customer impact on the purchase behavior." "Lin can say," Mobile advertising communication is no longer the focus of marketing products, but timely use of information, to provide personalized services to customers. ”

In Wang's view, the future mobile advertising platform mainly presents two major trends. One is mobile, relative to the PC, the smaller, more portable devices are more easily popularized, to achieve the marketing anytime, anywhere, the second is precision, from according to the app to buy the popularity to purchase according to the user attributes behind the app, "not only to ensure the maximum release of media value, Advertisers can save money by simply throwing ads at people who need them. ”

Future content is advertising?

Both in the international and Chinese markets, the balance between the evolution of mobile advertising and the user experience has never ceased.

Currently, the mainstream forms of mobile advertising include app banner ads (Banner), branded pages (landingpage), video-front patch ads and app video ads.

Millwardbrown study found that although the above four kinds of advertising have a good effect, but the operational details still have a greater impact on the conversion rate. For example, as the most basic form of app banner ads, only 3% of consumers will click into the advertising page, but after entering the brand page, because of the rich brand page information, consumers easy access to more brand information.

Therefore, advertisers and advertising agencies need to be more creative in the entrance to motivate consumers to click into the brand page. In addition, the combination of different forms of advertising may also form the effect of 1+1>2. For example, the brand page embedded in the app video ads, you can draw the best combination of both strengths.

Mobile ad Optimization company Adview to the app developers ad implantation recommendations are: First, the ads do not block the application of the content; second, the advertising position and function key do not coincide; third, the content page only adds one advertisement, or the same type of advertisement; The interactive button or the input box function is best not to add advertising bits.

This year, the primary advertising (Native advertising) has been gradually hot, driving the concept of the advertising company valuation soared. The type of Namo media that Twitter just acquired on 6th. In simple terms, the original advertisement is a fusion of the content itself ads, no longer as a separate component, such as Facebook's sponsored storied and Twitter's promoted.

InMobi CEO Naveen Tewari, an international mobile advertising company from India, believes that native advertising is the future trend. "The user experience will be much better, The advertiser's effect is also very high." He argues that the advantages of native advertising include the ability to fully integrate into the app's own content, scene, and interaction, without interrupting users ' interactions and experiences with mobile apps.

On April 1 This year, InMobi announced that it would stop displaying banner ads, showing only native ads. Previous data showed that the primary ads are 220% more clicks than the original ads, each thousand exposure estimated earnings (ecpms,effective cost per thousand impressions) than the non-primary advertising ads higher than 150%.

Compared to the traditional banner display ads with ads and content strictly differentiated form of advertising, ads occupy the screen to affect the user experience, advertising inserts lead to viewing fluency is broken, but may affect the product's user preferences.

Opera Media director Glen Drury said, of course, banner ads have some advantages, such as can do cross-platform use. "But advertisers have to understand, why do they have to do this, and what do you want to accomplish through this ad?"

The new approach is to make advertising rights from advertisers to the hands of the user. Nativex, an American company in the gaming industry, announces that users can customize their native ad transactions, and that if they spend all of their virtual currencies, they can get it by watching the video ads provided by the developer. Developers and publishers can also define contextual formats based on the location of the ads in the game.

In short, Nativex is trying to monetization native ads.

"The overall goal is to create ads that are least disruptive to developers and distributors, or that allow players to get more fun." Nativex co-founder Robert Weber said, "instead of just focusing on displaying the right ads for the right customers at the right time, game developers can earn more money in the game economy ads." "Last August, Nativex announced a formal march into China.

Conclusion: Facebook has been moving from zero to 1.34 billion dollars in mobile advertising for only three years, and the mobile market is changing rapidly. In China, who will become the next "Google" in the mobile market?