Mobile marketing resources and delivery trends

Resource Trend 1: More billion-level App appears, and the organic combination of the brand

Into 2014, both mobile marketing supply and demand are rapidly increasing. As a marketing, you must first have the resources, and now more and more App began to declare that they have millions of users, the entire mobile market is rapidly increasing user base, which created a mobile marketing environment.

From the customer's point of view, the growth of mobile supply and demand side is also very fast, in 2011, customer App marketing is running very small, 5-10 million. Slowly, as more and more branded customers start running and their budgets are on the rise, mobile marketing no doubt becomes a very large market in this respect.

So we see that App started to cooperate with the brand, including resource cooperation, soft implant.

For example, the Chinese calendar, its user volume, activity is very high. This App is mainly dominated by male users over the age of 35, why they need this App? Because the iPhone can not see the yellow calendar, and many people need to see the yellow calendar, which created a user base.

In such a billion-level App is also the media, Jeep made JeepDay brand launch. The first JeepDay on June 6, coincided with the anniversary of the landing in Normandy, in order to create full-day exposure in the calendar, the Chinese calendar to help customers do the open screen advertising, the day's calendar title, skin and lock screen reminder , All-round reflected JeepDay.

From the demand side, it takes a day, while the supply side of the calendar App has just a large number of users, so that supply and demand are organically combined, and this is a current trend. More and more millions of App in the organic combination with the brand.

Resource trend 2: long tail trend more pronounced

The mobile market is currently no matter the amount of users, or the number of App are very large. However, the trend of long-tail mobile marketing is also more pronounced: Top 100 apps change 60% every month, Top 90 apps change 90% every month, new apps are constantly emerging, and users of considerable size are available for a certain period of time .

At the same time there are many users of the App will decline, App more and more, more and more popular App every period of time. New Year FlAppyBird more fire, all kinds of piano block, black and white block, more abusive little game, washed very high in the standings. This reflects the long tail trend.

At present, the total time for using a mobile phone per person per day is basically 4-6 hours, and the extreme users can be more than 6 hours. This is the basis for the mobile phone to serve as a medium for advertisements and also for the long tail of the mobile terminal The more obvious.

Resource Trend 3: Subdivide verticals to generate more marketing value App

The trend of long tail more obvious, it will lead to the emergence of more outstanding vertical applications. Several cases:

Now the World Cup is very hot, many people make comments when watching the ball, buy lottery tickets, this information can go to Baidu search, you can also go to portal sports, but every contest, "watch the ball," the daily App users can account for To 60% of the total number of users, a large number of users interact with each other, check the schedule, scores, buy lottery tickets, this is a very typical deep plowing app in the vertical.

The second App is Nice, a post-90s hipster community, this App can take pictures, tagged, share to microblogging, circle of friends, there are many influx of people will keep patting, and then labeled. This form of UGC is very active, so there will be many brands of value. For example, many people shoot packets, cosmetics, digital products, if the tag after making a clickable, link to the e-commerce website can bring conversion, this is the value of this App. Of course, like the Chinese calendar, brand packaging from start to finish to do an activity.

The third app, Bread Travel, was named Apple of the Year for the second consecutive year in 2012-2013. Its function is very simple, is to allow travelers [China Media Library China Media Gallery] to take pictures, travel notes, these pictures are very beautiful. So how does it work with brands? Today is Cadillac Route 66, Route 66 and Cadillac are actually a cultural heritage, which is very suitable for brand cooperation in a travel app.

Delivery trend 1: Mobile to become more brand customers routine will be put

From the delivery point of view, there are two data comparison, one is the number of customers, in 2013 Anwar's brand customers is more than 500, so far this year has more than 700; second is the creative production, because the brand customers Creative production is very important. We produced nearly 400 ideas in 2013, and now in just over half of 2014 we've created 500 ideas. From these data, we can see that the demand of customers is very strong.

Put the trend 2: high creative, hardware and software upgrades create more cool play

Currently 90% of cars and fast-selling customers, will shake, rub, slip these conventional ideas. And this year we brought in the sound. In the Intel20 voiceprint elevator ads, we put a human inaudible high-frequency signal embedded in its audio file, the signal will trigger your phone also play that advertisement, in the future this signal carrier can be It's a very interesting idea to have a home, a TV, a movie theater or even a radio to trigger more interaction between users and the brand.

Delivery trend 3: more cross-border, hot catch creative

Mobile advertising circles have created more ideas for cross-border or hot-spot capture. Many people are playing 2048, Durex made a 2048 related ideas, love from the very beginning, to merge the same items last child born, with a very popular popular games to do brand marketing, this is a very interesting thing .

There is another Haagen-Dazs AR case, Haagen-Dazs have a more classic rules, that is, taken out of the refrigerator, put two minutes to eat, so taste the best. So what is its interaction? During that time Haagen-Dazs packaging there is a two-dimensional code, you take out from the refrigerator to scan the QR code, will download an App, and then use the App for Haagen-Dazs, you will first see there is a small People jump out to play music for you, and there will be a cello, a small violin, will form a symphony, this time is almost 2 minutes. What he communicates to you is that you enjoy the Haagen-Dazs delicacies after enjoying two minutes of wonderful music. This is a very clever mobile-related idea.

Delivery trend 4: conventional optimization necessary, mobile RTB still need evolution

The last is about the effect. We cover 50 million devices every month, covering a total of 400 million devices. We are all doing direct targeting on all platforms. Based on the type of application, time-based and geography-based, this set of orientations transforms the user-specified target population into an intuitively understandable dimension of mobility that is still useful today . For example, through the geographical orientation with time, the effect continues to optimize.

At the same time, however, we are also tagging, categorizing and mining data to make some judgments about the user's device behavior, because based on the device, doing so based on IDFA has some effect. This private approach is really useful for every advertising platform that has a large amount of data stored.

But we also found that in the open market of mobile marketing, there is a lack of DMP. DMP is a very important part of the entire delivery environment, and it can be used to manage these third-party data. I am a super advocate of RTB. I hope that in the second half of this year or next year, there will be an independent third-party DMP in the market. This will help us to really get through the whole industry chain.