Mobile Internet changed advertising pattern Multi-screen USA to study in China

Meeker Mary Meeker, chief analyst at the world's top venture Kleiner, the Internet queen, released the 2013 Internet Trends Report at this year's D11 convention, explaining its trends for the internet this year and in the coming years. Unlike in previous years, the report presents, for the first time, the characteristics of the Chinese Internet market in a special chapter, "Volume and innovation". The chapter cites data from China's leading third-party advertising technology company's second-hand system, where Chinese consumers spend much more time on desktops (33%) and mobile Internet (22%) than in the US, especially in the mobile internet, where Chinese consumers spend 10% of their time ahead of the US. And in the number of smartphone users, E-commerce and other aspects of the Chinese market also showed a strong vitality. Meeker even said that in these areas to learn from China.

It can be said that the mobile Internet is changing the pattern of China and even the global advertising industry. As consumers spend more and more time on mobile terminals, media consumption is becoming more and more fragmented, and multiple-screen applications are becoming mainstream. This also forces business owners to follow the footsteps of consumers, to move to the multi-screen advertising market. Over the past few years, many internationally renowned brands are experimenting with their multiple-screen innovations in China.

Procter and Gamble, L ' Oreal, yum! and other enterprises, starting from 2011, in China to start data and tools in the dual-engine-driven Cross-media media strategy launch innovation, through with the second hand system, to use for television evaluation of the GRP system into the Internet field, the application of the Internet Advertising Effectiveness Evaluation System IGRP ( Internet Mao comments, so that the evaluation of the effectiveness of television advertising and the effectiveness of the evaluation of Internet advertising methods of unification, to achieve television and network video to reach the crowd, effective frequency and IGRP data. 2012, the mobile video, digital television, IPTV into the system. According to incomplete statistics, Procter and Gamble China in 2009 on the network video of the budget is only millions of, to 2012 already more than 300 million.

It is understood that through the trans-screen integration of innovation to enhance the efficiency of the media more than 30%, and the acquisition of these "innovative dividend" also prompted international brands in other markets outside China to promote the practice.

In the United States, it was not until the beginning of the 2012 that companies started setting up a similar network advertising system, and so far YouTube, the largest video website in the United States, has not yet joined the system. But it is a global trend to establish a system of evaluation and optimization of Cross-media integration, in which the Chinese market is likely to become a leader.