Shida: Mobile Internet advertising has a lot of room for improvement

News and Information September 11-14th, 2012 (11th session) China Internet Conference held in Beijing International Conference Center. This session "open, integrity and integration-to meet the new era of mobile interconnection" as the theme, and for the internet, mobile Internet, E-commerce, network marketing, cloud computing, things networking, network security, innovative entrepreneurship, more than 10 subdivision areas for in-depth discussion. During the conference, the curtain of the CEO Shida was invited to accept the news and technology interview.

Shida said that in a peaceful manner to face the difficulties in the process, we must uphold the integrity of the attitude of the whole industry to do, good faith is very important.

[VIDEO] Shida: Mobile Internet advertising has a lot of space

Shida said that although mobile internet entrepreneurs do not find a profit model. But the electricity quotient, the game and the advertisement are always three most mature profit domain. Advertising is a good performance in the entire industry.

Shida said the mobile interconnection is relatively small compared to the internet and the overall advertising revenue, but only to a percentage of the number of units. There is still a big gap with the traditional internet. In other words, it has a lot of room for growth.

Shida finally said that the Internet advertising itself is different from the traditional advertising, it has a natural advantage, the audience close to the more interactive to analyze. The advertisement inside the mobile interconnection is a progress, extension and sublimation in the Internet advertisement.

The following is a transcript of the interview:

News and science and technology: you and the Friends of the news and good, in 2012 China Internet Conference, we are very honored to invite to the curtain of the CEO Shida, please Xie always with you and news of the netizens say hello.

Shida: Good friends.

News technology: The theme of our Internet conference this year is open, integration, integrity, to meet the new era of mobile internet, how do you think this year's theme?

Shida: I think this year's theme is particularly good, the essence of digging out. The internet is slowly moving in the direction of interconnection, and this year the keynote of the Conference is also to rely on mobile interconnection. We will see that the three points of openness, integration and integrity are the three essential elements for the healthy development of emerging industries. We have always seen in the current mobile internet, the industry's subdivision is higher than ever, and there are a large number of apps, between them is inevitable.

To the app advertising industry, an open attitude is a must, but also to adhere to. For example, capital needs a certain scale, need to go up and down the cooperation, including resources, friends, including our advertisers or their agents to cooperate. Today in the mobile Internet, we see more collaboration, or infiltration. Internet people have already made a large part of the mobile phone, before the media, has now started to do the search, and so on, which is now seeing a very obvious phenomenon.

Going down will be more in-depth, we believe that through integration can bring users a better experience. Finally, integrity, integrity is crucial, because after all, the internet and mobile internet compared to the traditional industry is still relatively young. User acceptance needs a process, the Internet is now very accepted. In the Internet and mobile internet industry, there are many new entrepreneurs, including the hangings, our company has only two years of history. In fact, the user's attitude is to try, wait and see, try again, wait and see. We must uphold the integrity of the attitude of the whole industry to do, especially like platform class companies, integrity is very important. In a peaceful manner to face the difficulties in the process, this integrity is still very important.

News technology: We all know that mobile advertising and traditional internet advertising is still a big difference. From the current situation, the profit situation is not particularly good, why did you choose to enter the mobile advertising field? Do you think we have any difficulties in the promotion?

Shida: Part of my personal ideals and complex. I first saw the ad on the mobile side in 2000, and it probably didn't occur to you in 2000. At that time in the game machine, after the dunk of the Nike Sports shoes ads, click on the purchase. I think this is not just advertising so simple, in fact, represents a new consumption habits. When everyone is moving the end of the world, in fact, you think that we today's electricity quotient, including the current popular communication tools, are a new life model. Based on this, we also believe that China's economic development, retail industry is certainly more and more vigorous, the various industries are becoming more and more vigorous, people pursue this way of life and elements will be more and more diverse. We will see that advertising in addition to the past to play hard wide, should be more and more rich. It is combined with mobile phone, we can use more good service on it.

Into the mobile internet or mobile advertising in this field, we are optimistic about the industry, we have been waiting for 2009 years when the 3G license plate is really in the implementation of the first unicom to implement the 3G network, we began to officially release our platform. The first one is based on our judgment on this trend, and the other is that the mobile Internet will become a new emerging industry, and the Internet will eventually merge. We will judge that the market is bound to be large, although many mobile internet entrepreneurs do not find a profit model. But let's see, the concept of electricity quotient, game and advertisement is always the most mature profit field of three. Advertising is actually a good performance of the entire industry, we should see it the entire growth of space, we have data will see that the market demand is far greater than the current real investment in the budget, we will be optimistic about next year.

News technology: How much do you think the future mobile advertising market can achieve? At present, I see a data, the traditional Internet advertising still maintain a certain proportion every year.

Shida: Nationwide about 40 billion of the annual Internet advertising scale, we will explore two aspects: the first Internet and mobile Internet fusion, the cake is a big, we put the internet and mobile internet advertising, the entire advertising scale will still go up. Second from the composition above, mobile interconnection today compared to the previous internet and the entire advertising revenue, it is relatively small, but to achieve a percentage of the number of units. This actually with our mobile end of the user base, now tends to with the PC end of the Internet user group data close to such a reality, or there is a certain gap. In other words, it has a lot of room for growth. We'll see that the whole growth is pretty good in the ads in the mobile Internet or in the app ads.

News technology: You just talked about the future of the Internet and mobile internet will be merged, from the current point of view, mobile end and traditional advertising still has a big difference, including in the promotion and display, because of the influence of the mobile phone screen. Do you think there is any difficulty in promoting the advertising on the mobile side now?

Shida: Internet advertising itself is different from traditional advertising, it has a natural advantage, such as data, the audience close to the more interactive to analyze. The advertisement inside the mobile interconnection is a progress, extension and sublimation in the Internet advertisement. We see that the presentation form you just said quite right, the variety of hardware production, to show the form, so far there is a certain challenge, this is our advertising platform like SDK development inside must face one thing. Quite good thing is we after two years of groping, in fact, now, we also have a set of standards will give our industry to do creative. At the same time, we now see that the advertising industry will slowly come up with some standards, it will be the display form and the diversity of mobile phones to achieve a balance.

Because the mobile phone is a lot of elements, for example, it is mobile, personal, and one thing is that its function is able to through continuous innovation to regroup. The theory we are talking about today is called mobile marketing, and advertising is called marketing. That is, under the support of so many elements, in fact, you can do the marketing method, and to achieve the effect of traditional media is difficult to compare, of course, should be complementary. As we have said, some cases, such as multiple screen fusion, TV, cell phone interaction, this is the traditional media and new media interaction between, but the effect is very good, that is, the user's memory retention rate is at least several times higher, these are an example. In fact, we now see the industry has a lot of creative teams and companies, they have done a lot of cool, very good creative solutions. In the future we will see more and more, because as the industry into the people, upstream and downstream coordination is getting better, this creative, show form and how to make full use of mobile media this resource will be more and more good performance.

News technology: In fact, I just talked to you when you said that the main business is still in the app ads this piece. I've talked to a lot of companies in mobile internet advertising, and they think the micro-film model is also a trend in the future, what do you think?

Shida: I don't think it's the trend of the future, but the video itself is the future trend. Because the video it can carry more information. Another point, people like to have a story, people's memories of the story is easier to recall. This is why we like the film embedded ads, a lot of these are the user's touch and value is so high, this is because the video has its particularity, in fact, this is a form of content. We do today's app advertising platform, in fact, we solve the problem in addition to the solution to show the form, in fact, more crucial is to get through some channels, such as doing micro-movies or do any creativity, can quickly and effectively to touch the people you want, this is the role of app advertising platform. We are building a more grassroots channel problem, is the media problem, and then there will be content, creative, micro-film is one of them, this I personally also like very much.

Shida CEO of the curtain

News technology: Just now I saw the information inside the curtain, we are also doing data analysis business. Why do we do this business as a mobile advertising company?

Shida: This is actually for our mobile advertising platform is more logical. And why? Our platform has more than 16,000 applications, every day a large amount of data deposited in our database. We do a data mining based on this situation, and then we make it into a product and return the data analysis back to our developers. There are several reasons: the first is the natural technical framework, which makes it more natural for us to do this; the second, as an industry, the app advertising platform should be the most industry-data company, more than any third party we know today. After all, the history of our app advertising platform is the same age as the app industry in China, we started doing it in 2009, now 2 years, the rise of app is in 2010, we have a lot of knowledge to share. How do we find out how to make an app successful when dealing with developers and working with people? There are many elements in the middle. One of the key things is, first of all, you need to know what your products are doing now, how the situation, the problem, how your users look at your products. For our platform, because we have the Client SDK in the app, we are very clear to know when your users use the app, the rate of loss, how much time to use, the geographical distribution is where, the crowd are who, access mode is. All of these analyses are quite valuable to us developers. They can see how their app will be used in the future, then adjust his product and refine his product. After refining the product will have more people to use, his advertising value will be better, we will provide a data tool, so that they have enough support to the entire app ecosystem we do a little bit of work.

News technology: We are mainly to provide developers to use.

Shida: Yes. In fact, its user base is our app developer.

News technology: Will we take this as a means of profit in the future?

Shida: No. This is the equivalent of our company's responsibility, we will be long-term as a free service to our app developers. Because of this piece we think that if the developer can help him through this thing, can improve his product, this is we are very happy to see, because we will be more willing to see China's app domain quality is more and more high, the user group viscosity more and more high. The whole industry is good, in fact everyone is the beneficiary.

News and technology: Thank Shei to accept dispatch interview, thank you for watching the netizens.