Three resource trends of mobile marketing

Resource Trend 1: More billion app appearance, and brand organic combination

Entering the 2014, both the supply and demand of mobile marketing are increasing rapidly. As a marketing, the first must have resources, and more and more apps began to announce its own billion users, the entire mobile market users are increasing rapidly, which creates a basic environment for mobile marketing.

From the customer's point of view, the mobile supply and demand side of the growth is also very fast, 2011, the client's app marketing is very small, around 5.1 million. Slowly, more and more brand customers start to launch, and their budget is increasing, from this point of view, mobile marketing has undoubtedly become a very large market.

So we see apps starting to work with brands, including resource collaboration, soft implants.

For example, the Chinese calendar, its user volume, active degree are very high. This app is mainly for male users over 35 years old, why do they need this app? Because the iphone can't see Almanac, and a lot of people need to see Almanac, which creates a user base.

In such a billion-class app is also the media, Jeep did the Jeep day brand launch. The first Jeep Day on June 6, exactly is the Normandy landing anniversary, in order to create the calendar in the full show, the Chinese calendar to help customers do open screen advertising, the day of the calendar name, skin and lock screen reminders, all-round to the Jeep day reflected.

From the demand side, the need for a day, and the supplier Calendar app just have a large number of users, so the supply and demand of both sides organically together, this is a current trend. More and more billion-class app is organically combined with brands.

Resource Trend 2: The trend of long tail is more obvious

The mobile market currently has a very large number of users and apps. But the trend of mobile marketing has become increasingly obvious: top 100 apps change every month, with 90% of top 30 apps changing every month, new apps popping up and getting a sizable amount of users in a certain amount of time.

At the same time, there are many app users will decay, the number of apps more and more, every time the popular app more and more. New Year's time Flappy Bird compare fire, all kinds of piano pieces, black and white pieces, more abuse of the small game, in the list of very high. This reflects the trend of the long tail.

Now each day the total time to use the mobile phone is basically to reach 4-6 hours, extreme users will be more than 6 hours, this is the reason why the mobile phone can be used as a media to put ads on the basis, but also why the long tail of mobile end in more and more obvious.

Resource Trend 3: Subdivide vertical areas emerging more marketing value app

The trend of long tail is becoming more obvious, which will lead to more excellent app in vertical field. Several cases:

Now the World Cup is very hot, and many people are commenting when they watch the ball. Buy lottery tickets, this information can go to Baidu search, can also go to the portal sports to see, but every contest, "see the ball" this app's daily live users can account for 60% of the total user, a large number of users in Exchange, view the schedule, score, buy lottery tickets, This is a very typical app in the vertical field.

The second app is nice, a tidal community of people who can take photos, tag, share the microblogging, circle of friends, and many people will keep filming and labeling. This form of UGC is very active, so there will be a lot of brand cooperation value. For example, a lot of people take the bag, cosmetics, digital products, if the finished after the label made clickable, link to the electrical business site can bring transformation, this is the value of the app. Of course, can also be like the Chinese calendar, from beginning to end to the brand packaging to do an activity.

The third app, called Bread Travel, was named Apple's best software for the year in 2012-2013 for two consecutive years. Its function is very simple, is to let the Traveler [Chinese Media Library China Media Library] to take photos, hair travels, these photos are very exquisite. So how does it work with brands? Today is the Cadillac 66th Road, Highway 66th and Cadillac is actually a cultural heritage, which in a travel-type app for brand cooperation is very suitable.

Launch Trend 1: Move to become more brand customer regular must launch

From the trend of delivery, there are 2 data comparisons, one is the number of customers, 2013 Anwar brand customers are more than 500, so far this year has more than 700; second, creative production, because for brand customers, creative production is very important. We produced nearly 400 ideas in 2013, and now we've made 500 of them in the middle of the first half of 2014. From the data, we can see that the demand for customer launch is very strong.

Launch Trend 2: Creative, hardware and software upgrades to create more cool play

At present, 90% of the car and the fast-selling customers, will shake, rub, slide these conventional ideas. And this year we brought our voices in. In the voice recognition elevator ad for the INTEL20 number, we've implanted a high-frequency signal from a human ear to its audio file, which triggers your phone to play that ad, and in the future it can be a home TV, movie theater, or even broadcast, to trigger more interaction between users and brands. This is a very interesting idea.

Launch Trend 3: More cross-border, hot capture ideas

Mobile advertising has spawned more ideas of cross-border or hotspot capture. A lot of people are playing 2048, Durex made a 2048 related ideas, from the beginning of love, to merge similar finally the child born, with very popular game to do brand marketing, this is a very interesting thing.

There is a Haagen-Dazs ar case, Haagen-Dazs has a more classic rules, is taken out from the fridge, put on two minutes to eat, so the best taste. So what is its interaction? That time Haagen-Dazs package has a two-dimensional code, you take out from the fridge to sweep the two dimension code, will download an app, and then use that app aimed at Haagen-Dazs, you'll first see a villain jump out to play music for you, and there will be the cello, small lift the piano, It will form a symphony, which is about 2 minutes. What he conveys is that after you enjoy two minutes of wonderful music, you can enjoy the delicious Haagen-Dazs, which is a very ingenious and mobile-related idea.

Launch Trend 4: General optimization Prerequisites, mobile RTB still need to evolve

Finally, it's about the effect. We cover 50 million units per month, covering 400 million devices. All platforms we are doing direct orientation, based on the type of application, time based, geography, this set of orientation is to transform the user-specified target population into a mobile can be intuitively understood dimensions, these dimensions are still useful. For example, through the geographical and temporal direction, the effect of continuous optimization.

But at the same time, we are in the data tagging, classification and mining, the user's device behavior to make certain judgments, because based on equipment, based on IDFA to do a certain effect. For every ad platform that accumulates large amounts of data, this proprietary approach does help.

But we also found that in the open market of mobile marketing, the lack of dmp,dmp is a very important part of the whole delivery environment, it can be used to manage these third-party data. I am a RTB champion, I hope that in the second half of this year or to start next year, the market has an independent third-party dmp can appear, so that we can help the entire industry chain really through.