Mobile ads: The flowers gradually into attractive eyes

The "Internet Queen" of the hot hold, also difficult to change four reasons, mobile advertising is difficult to become the mainstream: users of mobile advertising aversion, the development of mobile advertising technology lag behind, mobile advertising effect measurement is lack or unclear. At present, the mobile advertising market is still in the liquidity shortage, the scale is not big enough, good advertising product development delay.

Titanium Media Note: The recent industry on the mobile ad market false How to change the real fire is flourishing. "Internet Queen", industry analyst Mary Meeker's annual Internet report, has a set of data: In the two years from October 2009 to September 2011, the Fortune 1000 companies that put ads on the mobile end grew from 3 to 250. Mobile app and mobile advertising revenue in 2008 for 700 million U.S. dollars, and 2012 this figure is expected to reach 12 billion U.S. dollars. It looks like a good situation, but there is another set of data comparisons: Although mobile devices occupy 10% of people's spending time, it only accounts for 1% of advertising budget. On the PC Internet this group of numbers is 26% to 22%.

Data is the most persuasive, one is a broad market prospects, by the industry more and more optimistic, while the reality is bleak, still can not compare with the PC Internet advertising gold. It seems that mobile advertising cake is delicious, but difficult to swallow, this is why? Titanium Media Contributor Changning an exclusive article or can be discerned:

With the rapid growth of smartphone and mobile device users, the industry is more and more optimistic about the development of mobile advertising market. Both big companies and small companies want to grab the first bucket of gold or catch the commanding heights. Take Facebook, according to Kenshoo, a digital marketing firm that surveyed data this January, showing that 20% of Facebook's total advertising spending will shift to mobile, while 71% of advertising spending has been positioned on mobile phones, such as Android. Facebook's move could drive more advertisers into its mobile advertising platform.

Now most of the survey data related to mobile advertising are predicting that mobile advertising will have a huge market in the coming years. And these amazing growth figures make it easy for people to have overly optimistic ideas about mobile advertising. But a closer look at the data reveals that, while the total amount of these projections is large, the growth rate is slowing dramatically over the next few years. In the previous article on mobile advertising, "mobile applications advertising difficult to cash out, follow the bandwagon need to be cautious" I mentioned this phenomenon. So the fact is that the entire mobile advertising industry is still very small.

For why mobile ads look good but slow to develop, the following from several aspects of the reasons. Before analyzing these reasons, let's take a look at the general forms of mobile advertising, and these forms also affect the development of mobile advertising to some extent.

The form of mobile advertising

The current mobile advertising format is mainly mobile application advertising, mobile users stay in the application time longer than using a browser to browse the network time. In a variety of mobile applications, gaming and social networking applications are the most popular. So, most of the current mobile apps are advertising and gaming ads in social networking apps.

and mobile application ads from the form may be divided into: banner (banner ads), incentive ads (integration wall), Video ads, window ads, push class notification column recommended ads. Among them, due to the limitations of the current technology, banner type of advertising form is now the most commonly used, the other rich media advertising forms are still in the trial and groping stage.

In addition, location-based advertising is also a more important mobile advertising. For example, "Pushpin advertising" (poiad), users only need to open a map navigation category app, click on the interested business Pushpin, you can display the ads details, and enter the activity page for advertising interaction. It provides new profit direction for map class mobile application, and it is also a new form of mobile advertisement. However, the location of mobile advertising is also in the exploration period, because it needs to be in mobile applications, businesses and users in many ways, affecting the successful implementation of the factors, so the entire lbs mobile advertising industry chain has not been successfully formed.

There is also a mobile ad that offers offers or real rewards. Take mobile games For example, if the player completes a certain points can get prizes and coupons. There is also the real time Groupon launch of Grouponnew, which allows users to immediately cash in on a short-term offer that encourages consumers to take action immediately. This form of advertising does in the short term bring a lot of benefits, but at the same time there are some problems, such as consumers mostly for one-time consumption, business training loyal customers more difficult.

In addition, there are based on mobile browsers and other functional applications ads. Forms include text chain, pictures and Web site navigation. But these forms are actually moving the traditional internet approach to mobile phones. As far as the future development trend is concerned, advertising in mobile applications should be the mainstream of mobile advertising development.

The following is a simple analysis of the slow development of mobile advertising a number of major challenges:

1, the user is disgusted with the mobile advertisement

This is a commonplace question. But why do users resent mobile ads?

(1) Poor user experience.

The first thing to look at is the mobile ad itself. The most important point is that the existing mobile advertising format rarely consider the user experience, many are the PC on the advertising model directly to mobile devices such as smartphones. Like mobile display ads, the mobile device's screen is relatively small, display class ads occupy a part of the location of users to access other content caused interference. For example, Sina Weibo mobile phone version, the user opens the handset micro-blog, the Micro-blog front page will continue to eject the banner advertisement, in many cases, the user does not see the advertisement content to be decisive will close, because the heart is disgusted with the first, therefore rarely can arouse the user to click the advertisement the interest, the advertisement effect greatly discounts. Another example, Google launched a number of mobile ads, advertising theme and your users are looking at the theme is very mismatched, or even some poor quality ads to cheat users to gain the amount of clicks.

Also, pop-up ads on mobile pages are the same. Even the current highly favored mobile applications within the advertising, but also unavoidable to disturb the user's suspicion, inappropriate advertising push, uncontrolled spots ads, and so on. These are the problems of mobile advertising itself, to some extent, mobile advertising is just blindly "unrequited love", compared to "self", did not consider the user's psychology and feelings.

(2) Now some mobile ads are based on location, for example, some mobile applications ads, lbs push ads and so on. But users are more concerned about privacy issues, so in many cases do not open their own location, so in this case, mobile advertising is difficult to achieve.

It is understandable that users have such a mentality. At present, the user's privacy information is casually trafficked, spam advertising rampant, advertising fraud, which has already caused the user "fear" mentality. So the user is very cautious about the development location. And it does have a big impact on the development of Location-based mobile advertising in the future. This requires the efforts of all parties, including the legal level, the advocacy level, the mutual trust in this respect needs to be gradually established.

(3) The user does not get enough benefits and benefits. Once the user gets a large percentage of the benefits, the experience of poor and privacy considerations will be sidelined, users of mobile advertising hate degree will also be reduced. For example, in mobile applications advertising coupons, such as mobile interactive ads.

At present, the use of mobile display ads or text ads to send coupons to the user's mobile phone is a relatively simple way, the form is not new. In the future, the new mobile advertising format will consider how to interact with the user, the need for the right time in the right place to push the ads to the right users, and let users get more benefits from it, willing to participate in it.

For example, the audience has provided the display interactive advertising, the display of the brand appears to provide users with a large discount, users just click on these brands and interact with them can get these coupons. This form of advertising is very popular with users, and the advertising effect is significant. Although this form of advertising is not entirely a mobile advertising, but its model and experience can be used in mobile advertising, it is worth learning.

2. The development of mobile advertising technology lags behind

Again good advertising ideas and ideas, if there is no corresponding platform and technical support, but also armchair. Therefore, the above analysis of the user experience, the more fundamental reason is that the existing mobile advertising technology is also difficult to support users to experience a better form of advertising. For example, rich media ads, HTML5 ads, based on the location of users real-time push ads, more intelligent interactive advertising, hyper-localization (hyper-local) mobile ads and so on. But the technology is still in the process of development and research, so while mobile devices such as smartphones and tablet computers have developed rapidly, mobile advertising technology has not kept up, temporarily in a lean state.

Although technology such as location sign-in, two-dimensional code, AR (Augmented Reality), lbs positioning and so on has been developed and partially put into application, these technologies are still limited in application. These technologies require constant attempts to expand their applications. For advertisers, these new forms of advertising are exactly what they need. Because these forms of advertising are more vivid and easy for users to accept, they are attractive.

Developers to the technical level to achieve mobile advertising "understanding", this is the future of mobile advertising development of the advanced stage, for example, when the user passed a location, the mobile phone will appear with certain businesses or products related to the ads, users will be more involved in the advertising, the arrival rate and accuracy rate is higher. For example, the design of a customized advertising experience into the application, so that the advertising experience and the user experience is innovative integration. So developers need to speed up the pace of developing new advertising technologies. In addition, the mobile end of the technology development and the PC side of the technology development is very different, the developer is facing a new field, need some time to study. Once technology is not a problem, all good mobile advertising ideas will be realized.

3, the effect of mobile advertising measurement is lack or unclear.

Advertisers often have the question: "I know half of the advertising fee is wasted, but I don't know which half is wasted." ”

The mobile advertising market is still in its infancy, although large companies such as Facebook are already trying to develop mobile advertising products and platforms, but advertisers have benefited from a number of successful cases.

According to a survey by global market research Institute Millward Brown last year, more than 51% of the major advertisers plan to significantly increase the investment in mobile advertising in the next 2-3 years, but 71% of the big advertisers think the media effect measurement is the biggest challenge.

At present, mobile advertising has not recognized the effectiveness of measurement standards and methods, tracking the effectiveness of online advertising tools do not apply to mobile advertising, advertisers are difficult to get accurate results of advertising measurement data, the effect is full of doubts. Start-ups such as Google and Bluecava are looking for a way to measure the effectiveness of mobile advertising, which allows advertisers to believe that they can benefit from mobile advertising. So, while mobile advertising seems to be tempting to advertisers, their spending on mobile advertising is limited, far less than the traditional web platform, and more of an attempt to launch.

The third party mobile internet advertising Monitoring SDK (Developer Toolkit) was launched last year by the "second hand system" of the domestic third-party advertising technology company The company says it has completed technology docking with more than 90% of the country's mainstream mobile advertising media and platforms, hoping to establish a unified assessment standard for domestic mobile advertising. However, the current domestic mobile advertising market is still not a boom, mobile advertising evaluation standards also need to withstand the market identification and advertisers trust and recognition.

4, the current mobile advertising market is still in a state of insufficient liquidity, the scale is not large enough, good advertising product development delay

Mobile advertising has been the development of a few years, but has not formed a good model, the industry has been analysis that mobile advertising in the "nascent stage", but this seems to be "mobile advertising development Slow" there is a "helpless" justification. Because, compared with the traditional TV media and the traditional internet, mobile advertising in the initial development rate than these media in the initial development of advertising more slowly. Mobile internet advertising industry chain has not been very good collaboration, which has affected the development of the entire mobile advertising industry. Although there are many new development opportunities in mobile ad market, there are many uncertain and noticeable factors.

Brand advertisers do not have a high awareness of mobile advertising, although for them, mobile advertising hidden huge benefits, but their spending on mobile advertising is very cautious, little investment. According to the 2012 survey of mobile advertising platform and mobile advertising industry, the whole mobile advertising industry is at a loss, and most mobile advertising platforms are subsidizing developers. This has caused the mobile advertising market to be in a state of insufficient liquidity for a long time. Mobile platforms and mobile apps developers have a high investment in the short term, but not in direct proportion to the results. Therefore, they also dare not easily to the size of mobile advertising bigger. Therefore, everyone is on tiptoe, counting money to live, so that good advertising product development time extension and lag.

While mobile advertising is still in the stones phase, many industry insiders and those who want to make a difference in mobile advertising are bullish on the growth potential of the mobile advertising industry. However, the optimistic return, the cake is big, but may not be able to eat under digestion. Only one solution to the above problems, will be able to.