The Giants have stepped into mobile advertising platforms

Guide: At present, in addition to the field of Anwar, the United States, and other independent players, the Giants have also been deeply involved in the market: not only Baidu last year to set up a mobile advertising alliance, Tencent, 360 also began large-scale promotion of its own advertising alliance this year.
Although more than a year ago, MA, Li, Zhou and other big guys are still saying that not optimistic about mobile advertising, but from this year, mobile advertising platform situation is bullish, a report said the mobile application advertising platform Market size will reach 4.6 billion this year, and the Giants have started to promote their mobile advertising platform.

As the three major business models of the Internet: games, electric business, advertising, one of the most easy to achieve, mobile advertising is small and medium app developers to achieve the most direct way, but as a general developer, most of them do not have the main advertising resources and sales team, so it often choose their own advertising flow to external professional firms do income sharing, Mobile advertising platform Play is born.

Mobile ad platforms put their SDK into the app, pushing ads to users and bringing benefits to advertisers and developers. In addition to the current field of Anwar, the United States, and other independent players, the Giants have also been deeply involved in the market: not only Baidu last year to set up a mobile advertising alliance, Tencent, 360 also began large-scale promotion of its own advertising alliance this year.

Recently, I also visited a lot of practitioners to understand the mobile advertising platform, the current situation is:

For Giants, mobile advertising platforms show strategic value

Mobile Advertising Alliance (platform) is Tencent widely point this year's three major business direction, and micro-letter ads tied. According to people familiar with the situation, and micro-letter ads, feed stream ads to speak different revenue, advertising platform business is considered to be a strategic level business, the profit is not pressure, but to do a good job market share.

In the view of the internet giants, mobile advertising platform is to build their own developer ecology on the one hand, developers through their own products to make money, their own from the main advertising resources, data resources, developer Resources is a big platform to play.

At the same time, mobile advertising platform can also be combined with other business, for example, the channel, 360 mobile advertising platform and 360 mobile phone assistants have been integrated, wide point also with the application of treasure to determine the cooperation strategy, advertising alliance with Cloud services, application distribution channels, etc. together constitute the giant of the developer ecological layout.

At the same time, some practitioners pointed out that the Giants are in fact also lack of flow, the establishment of mobile advertising platform on the one hand can gather the developer resources, on the other hand can gather the mobile end of the flow, so that its cycle in their own ecology, with the mobile traffic more and more precious, mobile advertising platform It's a strategic business that big companies can't do without.

Giants burn money for shares, entrepreneurs are under a lot of pressure

Because the current giants to build mobile advertising alliance to occupy market share rather than profit as the goal, which also associated with ordinary entrepreneurs can not be profitable, the current Third-party independent advertising platform rely on financing to fight market share.

Zhang He, co-founder of the Alliance, said that the alliance is now a profitable, but the core of the current demand for market share.

Some practitioners revealed that the current giant's play is quite offensive, such as a wide point of communication with developers to communicate a price, direct pay out of its advertising, and then slowly look for ads to the main access ads, and 360 also gives a single monthly income less than 500,000 Yuan app not divided strategy.

At the same time, the giant will have a certain advantage in the application of distribution, advertising resources and so on, in the competition for developer resources, but also give the independent platform a certain pressure.

Mobile advertising platform is a hard business, the giant self-built and investment parallel

Although large companies are willing to break the money and have channels, advertisers and other advantages, but mobile advertising platform is still a fairly threshold of the business, including the main advertising resources, data resources, developer resources, advertising conversion rate optimization needs to accumulate.

At the same time, mobile advertising platform is a business with the developers and advertisers to seek profits, which also led to its human cost is not low, is a rather "dirty tired" thing. Therefore, the Giants in their own business at the same time, often will sacrifice "money for time" strategy, acquisition, investment outside advertising platform.

For example, 360 held the MEDIAV and began experimenting with mobile advertising, while Ederszy bought the company and the author learned that Tencent had invested in the alliance but was not holding it.

Zhang He said that the alliance will continue to adhere to the independent development line. Zhang He that the mobile advertising platform funds and human costs are not low, even if the giant to start from scratch will also be a large amount of money, so the giant will not adhere to too long, will eventually find investment billions of better to do outside investment, so the market still for the entrepreneur left a certain living space.

Some practitioners said, the Giants are now built mobile advertising platform at the same time, but also to carry out a part of the external investment, if the construction of the business does not, on the external investment and inject some of their own resources, so that it becomes part of their own ecology, can also achieve the strategic significance of mobile advertising platform

Mobile advertising platform shows capital value

Mobile advertising platform has a threshold, so that the existing mobile advertising platform has a capital value, but also some analysts pointed out that mobile advertising business docking many apps, so that it also has data value, and internet companies need to know which traffic is valuable, mobile users are who.

Therefore, in addition to the above investment action, many have channel resources and flow resources of large Internet companies are also building their advertising platform business. For example, the cheetah bought the state with 30 million dollars, and the digital also bought Getjar earlier.

For the acquisition of consumer interaction, Cheetah CEO Fu said that, in the long run, a company's core competencies include the analysis of user data capabilities, so in the long run, we have such a (advertising platform) ability to open to not ourselves or acquired the app, to create a better ecosystem.

As the giant's break-in, and many mobile ad platform companies sell, mobile advertising platform play is changing more and more. "Mobile advertising platform is showing capital value, but with the giant's intrusion, the market will have a lot of fights to fight in the future." Overall, the mobile ad platform in the future, one or two market value of billions of U.S. dollars of companies naturally can expect, but those who sell the high position of the company also got a good home. , "said Zhang He, co-founder of the Alliance.