The 2nd Advertising Technology Summit ended successfully in Beijing

Recently, the 2nd China Advertising Technology Summit 2014 ended successfully in Beijing. Zhou Yiubai, CEO of Youyi Inter-company, expressed his feeling that the two views of this conference gave great inspiration to him. First, digital marketing has become the most important marketing channel. Second, Programmatic purchase has become the most important driving force in the development of Internet advertising.

You Yi interworking CEO Zhou Wenbiao

The market begins to point to digitization

Earlier this year, Haier canceled offline budget, the Internet has become the most important channel of communication; the world's largest advertiser Procter & Gamble, digital marketing has also been their most important means of transmission. In general, this year China's Internet advertising is expected to reach nearly 150 billion such scale, but at this scale, the next three years can continue to double, reaching nearly 300 billion scale.

In the United States, for every $ 100 spent on Internet marketing, $ 23 is realized through a programmatic purchase. In 2014, the U.S. Internet display advertising market should reach 20 billion U.S. dollars, of which 23% is 4.6 billion U.S. dollars (about 29 billion U.S. dollars).

Although China started about two to three years later than the United States, the entire market was almost zero in 2011. However, we can see that in just three years, we have seen a very rapid increase. Zhou Wenbiao, for example, said that the entire video advertising market in China was 17 billion in 2013, that is, Youku, Fantastic Art, PPTV and so on. The sum of all video sites is 17 billion. Until 2017, programmatic purchasing capacity will exceed last year's total video capacity. He thinks the figure is conservative in itself, as it is actually very unpredictable in the Internet world; and almost every prediction reaches a much faster final figure than predicted.

Program to buy the three major trends

China did not have a very mature and truly DMP before 2013. Looking forward from this point, Zhou Wenbiao that programmatic purchase has three trends: First, the programmatic purchase into the era of multi-screen, the traffic has been dispersed to the various screens, the future will be able to use the right time on different screens , The right place, the right product information to the right people; Second, innovative forms of advertising, especially on the move. The focus of programmatic buying on the future is moving, and the move is the single most accurate aspect of advertising. In the past year, there has been a lot of innovation in this area. Third, the data management platform will be the real Appear, but the way and form of appearance will be different from the United States.

How to recognize cross-screen ID This is technically more difficult. Many Internet giants have devoted tremendous research to this area. In this respect, there have been some breakthroughs in comparison with last year. At present, there can be a relatively good approach. For example, some offline data can be combined with online data in a good way. For example, there are a lot of CRM data, as well as mobile phone number, but do not know when this person online, we can communicate with you easy API and Sina, Taobao, this is what we do now a cooperation and testing. We can pass the API encryption pass phone number up, and Sina or Taobao field account to make a mapping. This is very successful through the docking of mobile phones, and ultimately the formation of a docking of cookies, offline moved to the line, this is a very exciting, CRM data, we can get through online.

Ad flow form. Currently in the United States, the hottest topic in China should be "original eco-advertising." You will see the three content is very close, the picture is perfect, APP done very well, but you will see the bottom of this one is different from the previous two, there is a border around him, so The way to distinguish, this is the original ecological advertising. The combination of content and eco-ads, with some of the details differentiated, gives you an ad clickthrough rate of 5% -10%, a very good conversion rate, and also solves the customer experience issues. Also on the phone can see more interactive original eco ads. For example, I think this ad or the car is very cool, dazzle, and I click on bluetooth to your phone. Including today's shake and so on, a lot of advertising innovation, can be a good solution to the problem of user experience.

Data management platform. Now in China, BAT has the most valuable data on search, shopping, and social networking, but to some degree, they should not be open to data today. To many advertisers, it may take millions or even tens of millions of advertisements every day, ending up with a bunch of advertisements. The most important data is lost to them. Today there are some solutions in the market that can help first-party advertisers collect, manage, analyze, and apply data while combining them with more third-party and second-party data so that The value can really be realized.

Easy exchange, programmatic purchase solution

Youyou interoperability solution is very simple, a product, two solutions. First, program-based buying platform based on DSP. Youyi interworking DSP demand-side platform from the first launch in China in 2012, it has been in the algorithm, optimization and interface applications, and so have been constantly making innovations. Until today, you can buy more than 100 billion advertising traffic through such an integrated platform like Youyue Interworking. In other words, almost one of the two or three advertisements seen on the Internet can be obtained through the platform of Youyou Interchange. Last year's video traffic, which was almost close to zero, exceeded 10 billion traffic this year. Of these, more than 5,600 million are very good traffic, such as Youku, Ikki, PPTV, etc. In fact, last year, it was still very difficult to go to programmatic purchase. Today, they have put more and more The amount of programmatic purchase. One of the fastest growing mobile phone video, such as Youku, the most is from the mobile terminal, not the PC terminal, but the mobile terminal is not very good situation, and later they found this on the programmatic way of buying On the realization of sales and sales is a very, very good way.

Multi-screen advertising resources, multi-latitude big data is with advertisers, is their own exclusive data, collected on the site, management, analysis, application. Youyou interoperability has a 680 million active database, and Baidu, second hand and other third-party data sources, which can really dig out. The other is the industry-leading technical advantages, the algorithm, how to do some planning based on the data, what kind of customer, what kind of industry produces the best, including inside the automatic optimization, KPI can be set for the customer Dynamic budget allocation, the final realization of the client's goal. The last point is also very important. This is an open and transparent platform. The difference between programmatic purchase and beforehand is that it is so popular that it is very transparent, efficient and easy to communicate with. It has an open UI and you can get real-time reports , Then do the adjustment. Another point is very important, that is, cheating, You Yi exchange and Google, Ali, Baidu and other companies spent a lot of manpower and resources to do anti-cheating, ruled out some of the bad power to give customers the best results.

Data management platform, let the data sound

DMP data management platform has just been mentioned, Earlier this year when the exchange of information easy to release your own data management platform, called DataBank Data Bank. This platform has two major functions: First, to help advertisers to collect data management first party, not only through the data you put through interoperability, but also through search engines, portals and other data collected are collected, according to The various stages of the market are labeled. For example, from Baidu or 360 search, came in after the quality of these traffic how, how long stay, how many pages read, what kind of conversion is done. As a result, advertising is best kept of its most valuable data, which can be served in the future on an as-needed basis and can be put into production later to form a very good closed-loop system.

Programmed purchases After two years of development, to this year, although the growth rate is very fast, but it should still be in its infancy. In particular, the video and mobile traffic that are purchased today through programmatic procedures undoubtedly have become the main driver of the future development of the Internet. Easy to communicate with each other in the future will be in the program to buy this area, continue to spare no effort to promote the entire industry to move forward, so that our ads become better, the ads are no longer advertising, but the information is really advertising is our customers dream of A ultimate ideal. Get the right ads through the right screen and find the right person at the right time.