Tangled mobile Advertising: The market is still breeding quality media scarce

Mobile phones have become the most used internet terminals in China, but why is the mobile ad market still so small?　　China's mobile internet entrepreneurs are heartened by a set of data released last week by Sina Technology, the China Internet Network Information Center (CNNIC).　　In the first half of 2012, internet users in China to achieve a new pattern of access, through mobile phone access to the Internet, the number of netizens reached 388 million, compared to desktop computers for 380 million, mobile phone has become the first major internet users in China terminal.　　Almost the data released by CNNIC, a group of data released by the mobile software supplier opera, has poured cold water on China Mobile's Internet. "Mobile ad market small poor" mobile internet is one of the main means of transformation-mobile advertising, in China's development is not optimistic.　　Opera's data show that although China has become the world's largest mobile phone, but the number of advertising display is less than 1% of the world, ranked only in the world's 9th place, in Indonesia, Mexico and other countries. "China's mobile advertising market is very disappointing, we often hear how fast China's economic growth, but China's mobile advertising market is very small." "The top ten mobile ad platforms in China add up to the equivalent of the 5th largest mobile ad platform in the United States," said Dasiva de Silva, executive vice president of Opera, at the Mobile Internet Developer conference in San Francisco. "Of the nearly 1 billion mobile devices in China, only a very small part is smartphones, and only a small fraction of these smartphones use data," says Dasiva. "Even a lot of iphone users use only phone and text messaging, and their phones are a sign of identity," he said.　　"Analysys International (micro-blog) data show that in the first quarter of 2012, the domestic mobile advertising market size of 1.06 billion yuan, and Ctrip in the quarter of the total revenue is comparable to Baidu (micro-BO) when the revenue received One-fourth." Fragmented mobile advertising market "China Mobile advertising market is not really small, but also fragmented into two markets." "The domestic mobile advertising platform, the U.S. CEO Shuyi told Sina Technology," usually people will be iosandroid mainly in the high-end market equivalent to the mobile advertising market, in fact, their market share is less than 50%, WAP advertising-oriented low-end market also occupies most of the market share.　　"Shuyi analysis said that China's first mobile phone access to the crowd is a large part of the security, restaurant waiters and other low-end people, they do not like the high-end crowd with newspapers, magazines, television and other rich information access channels, their life is very monotonous, often wandering in all kinds of low-end WAP station. "On the WAP on the larger main is the sale of treasure, love purchase and other professional mobile electric companies and many low-end hand tour manufacturers."　　Shuyi said that Iosandroid advertising has just set sail, but also by foreign AdMob divided into a large market, domestic mobile advertising platform competition has just begun. UChen Shi, vice president of C-Vision, also believes that mobile advertising is in the market gestation period, but the situation is not healthy now. "Mobile advertising is divided into three parts, brand advertising, SME advertising and industry advertising." Brand advertising is small, far from scale, industry advertising (that is, mobile internet companies to put ads) but accounted for a large share. "Relying on industry advertising is not a successful model," Chen Shi said. "Industry ads spend all the money of investors, not self-reliance, so there is no prospect, industry advertising will soon face the ceiling."　　"The brand advertisement waits for the high quality media many personage in the industry to agree unanimously, the brand advertisement will be the most foreground and the temptation part, but why the brand advertisement business has not entered the Mobile advertisement field massively?" Shuyi analysis said that the measurement of advertising effectiveness of the monitoring tool is still immature, Nielsen, Eric and other Internet advertising monitors have not been able to give a perfect solution.　　What is more important is the lack of good media on the phone, especially Android, which is flooded with pornographic software and books, a media that the advertisers avoid. COO Zhang He said that the media should be able to advertise the need to have two conditions, the first volume, the second quality.　　Many of the media's current status is high quality, but the flow is very low, which is not very meaningful for advertising. "At the same time, the media must have a mature mentality, last year, many brand media is unwilling to use the way of advertising revenue, starting this year, a large number of media began to adopt embedded advertising."　　"Zhang He revealed that many brand media for advertisers have some unrealistic expectations, their quotes often exceed the portal, and do not want to add any monitoring code, which shows that the industry is not mature media. However, Zhang He is optimistic about the future of brand advertising.　　For the brand advertisers, mobile Internet is actually a value depression, where the ECPM (every 1000 display of advertising revenue) is about one-fifth of the PC Internet. "Every click on the Internet can be sold to 1 to 2 yuan, while mobile internet only a few cents."　　Zhang He said that the future proportion of brand advertising will certainly increase, with the rise of mobile games and electric dealers, advertisers will generate more revenue. To his confidence there is also the report of the Internet Queen Mary Meeker, who wrote in the report, "Where is the eyeball, where is the advertisement?" Now, the mobile internet is attracting people's attention at an alarming rate. ”