The future of mobile advertising lies in "localization"

NetEase technology columnist with the myth of Foursquare and his domestic followers bankrupt, the concept of "LBS" was discarded as rapidly as it came. "LBS" is the meaning of "locationbasedservice" by locating the geographic coordinates of the user's handheld mobile device, thereby providing "localized" (local) services. In February 2011, Silicon Valley's leading investor (and also Zynga's director) Johndoerr the three most popular keywords in the internet's development, proposing the concept of "Solomo" (Social, local, Mobile) Through Kai-Fu Lee in China's hands and zoom, "Solomo" became the most popular term in 2011 years, Sina Advertising service introduction of the "Interactive Marketing" project, still hung a page to promote the concept of "Solomo" ppt screenshot, and to take this view Sina Weibo is the perfect match "Solomo" The three major trends of unique products. But while Sina Weibo is still mired in a profit swamp, Facebook, across half the world, has struggled for years to achieve a big (333 million dollar/quarter) profit for the first time in the second quarter of 2013, the biggest of which is Facebook's mobile advertising business- Growth to 41% of its total advertising revenue, up to $656 million trillion. This is the first time that the concept of "Solomo" has been truly proven by corporate performance – not just the materials that remain in various speeches. Facebook has always been "Social", and the transition to "Mobile" is also very smooth, but it was only 2013 years late to the harvest season, the most important thing is the "local" control, Facebook has just done. BusinessInsider published a report entitled "The Future of Mobile Internet" earlier this year, while bullish on the trend of mobile Internet, also raised questions about the potential of mobile advertising development, think that the mobile screen is too small, complex ecosystem, advertising impact experience, and several other reasons, Restricted the rise of mobile advertising-which led to the mobile internet lagging far behind the PC Internet in commercialization (US advertising market data show that mobile ads are only 0.75 dollars CPM, about 1/5 of the PC Internet CPM). However, BusinessInsider also said that the emergence of "localized" mobile advertising would break the current status of low commercial value of mobile advertising. "Localization" is the most significant difference between mobile Internet and PC Internet, and when PC advertisers need to judge users ' needs by studying user behavior, such as providing a search portal, it is easier for mobile advertisers to access options, such as high viscous applications like Facebook, Through the dynamic determination of the user's geographical location, plus the matching rate of the social content and business information, it is very successfulFind the right point for a precise ad: Facebook users were outdoors at a party, and at midnight, everyone was almost there, but hungry too, someone just updated Facebook status "Damn, hungry." It turns out that the ad box on the phone screen is scrolling through the local pizza delivery service, and it goes without saying that the young man solves his hunger problem, the local pizza shop gets an extra order, and Facebook receives an ad commission. What we need to be clear about, Rome Rome, is that Facebook is in the sun today, with years of layout and even failure backing. As early as 2010, Facebook launched a location-based social services facebookplaces that allows users to share geographic information online, providing the Faceboo with access to advertising revenue for local information. But the product has not been successful, and facebookplaces must have been included in the US media taking stock of Facebook's "History of failure" of major products. But it is well known that Facebookplaces's team did not suffer any criticism for failing to do so, whereas most of them later joined the Facebook mobile program Facebookplaces's data and utility were eventually merged into Facebook's mobile-side apps, providing important guidance for Facebook's "localized" design in mobile advertising. Looking back at Facebook's acquisitions from 2011 to 2013, we can also find a number of important chessboard drop: mobile advertising startups rel8tion, network platforms based on location-based Social games Gowalla, location discovery applications Glancee ... These are the opportunities for Facebook to take risks in exchange for what is now a stunning and visionary move. EMarketer's statistics also show that advertisers ' spending on mobile internet has been really "blowout" since 2012 In 2012, mobile advertising in the United States increased to about 2.8 times times the previous year (growth of 178%), to 4.11 billion dollars, and this support for growth mainly from Facebook and Twitter, to 2013 years, emarketer that the U.S. mobile advertising market will have a capacity of 7.29 billion dollars, staggering to 5 times times in 2011. Twitter has followed Facebook's footsteps by strengthening the commercialization of local advertising and marketing products through mergers and acquisitions, and by adding user-centric localized radio properties to Twitter, local discovery of products spindle, Sensenetworks, the local data service provider, is the ultimate target for Twitter acquisitions. Successfully solve The advertiser for the user "who you Are", "where You Are", "what do you want"Demand," localization "is the last piece of the mobile internet advertising profit planning, but to pick up the puzzle, before this still need to make a great effort and bedding." (An aperture for netease science and Technology, reprint, please specify the source.) The article only stands for personal opinion. Writer Profile: The former public relations company strategy director, Senior digital Marketing experts, column direction for TMT (technology, media and communications) industry analysis and comment, but the truth, do not ask the position.