Mobile internet advertising is becoming blue sea

Huang

With the increasing number of mobile terminals and the maturity of intelligent terminal technology, mobile internet advertising is becoming a blue ocean.

According to PwC, China Mobile's Internet advertising revenue in 2011 was almost doubled to $457 million trillion compared with 2010, and the figure is expected to double again in 2012, breaking the 900 million dollar mark.

According to "2012 Easy media--China Mobile internet Netizen Survey Report" shows that the age of 19-34 years old mobile internet users accounted for 71% of the total, compared with 2011, the proportion of people under the age of 24 fell, 25-40-year-old people accounted for the rise, netizens increasingly to mainstream consumer population development. Easy Media also on the mobile internet users of the use of habits are also analyzed: users use mobile Internet most often do is to browse news and instant Messaging, at the same time, social, audio-visual entertainment, online shopping and other behaviors are showing a significant growth trend. In addition, 88% of netizens have downloaded the app through different channels.

"Today app has become an important marketing tool for brands. Mobile Internet users spend a lot of time and energy on apps. "The big change in user behavior and the increase in the proportion of Shanga owners is the most important reason," he said. App Marketing can gain the opportunity to occupy the user's desktop and communicate with users in depth. Its importance has been so important that advertisers cannot ignore it. ”

There is no doubt about the potential of the mobile Internet app model, but there are few areas where the application of "fame and fortune" is really a lot. "The brand story should be the brand's readme." "In Shanga's view," more brands choose to use apps to describe a new chapter in the brand story and the more exciting it is. ”

Since app has developed into an important brand marketing channel, how to ensure the user experience while establishing the brand image? "If it is a target audience-centric app, it should address a problem for a target audience in a brand or product or provide a brand useful message to a target audience; if it's a potential audience-centric app, You need to tell a potential audience a story about a brand or product or provide a recreational pastime that shows the spirit of the brand. "Shanga stressed that the maintenance of the brand app and the relationship between users, but also focus on the user's dialogue and use of the situation."

In the past 2 years, the growth rate of mobile advertising business and the potential of future market is obvious. "The overall market size is expected to achieve rapid development, mobile advertising market will face a rapid development, rapid integration process, only the most powerful and enterprising platform, will really get the best development." "Shanga confidence, mobile advertising business is now a strategic focus of easy media." In 2011, easy Media mobile internet advertising business in all business accounted for 3.5%, this year is expected to have a significant increase.

Although mobile internet advertising is the trend, but there is still lack of a clear, strong profit model. Whether the market changes or technological changes, will have a huge impact.

"In general, China Mobile Internet advertising market is in the early stages of a series of preparation and exploration of the rapid development stage." Shanga points out that there are several aspects of mobile advertising that need to be upgraded: 1. Advertising forms, monitoring, effectiveness of the measurement standards to be established; 2. Market operation should be large-scale; 3. The exploration of new and more effective forms of advertising interaction should be strengthened.

"Of course, there are challenges as well as opportunities." Changes in the mobile market are very fast, and any technology, product, and user habits are changing all the times. "Shanga Tan Chen.