When the advertising industry meets big data

today, the advertising industry has once again stood at the crossroads, the traditional advertising companies with the Big Data era on the road to change, and network technology companies by virtue of the advantages of large data, the strong phagocytosis of the advertising company's living space. They use big data to take the form of partnering with brands, accurately redesign and adjust the brand strategy; in the media, they also use large data to highlight their own advantages, access to advertising resources, and achieve an ultra accurate level of push, and the development of large data and media technology, the advertising revolution put on the agenda. Large data age is affecting and transforming the current Chinese advertising industry, as an advertiser, should have their own understanding of the industry in order to grasp the opportunity at the crossroads of advertising development.




The influence of
on advertising strategy





large data has a profound impact on advertising strategy, using large data for more accurate, more effective strategy, so that advertising into a super efficient marketing tool. For example, the previous advertising is to find the right direction and then stones, and in the era of large data, advertising is to use GPS positioning, and then use sonar to detect all the dangers of the river, planning the most reasonable route, safety ferry.





before, businesses in the good products, but also to think how to know who is the consumer group, what kind of group, consumer groups Why buy products, where to buy, when needs, where to use, how much to price, how to do, and then spend a lot of effort to do research, and then spent huge sums of money to invite a good agent company. But now, with the advent of the big data age, with all the data, businesses and agencies need to refine their data and make the most of the precise creative marketing that comes close to the truth, making it the most effective.





Big Data on the impact of advertising strategy is profound, from insight into consumers, accurate positioning, and marketing activities, such examples abound, in China, there are many such cases. For example, Baidu Big data changed the brand strategy of Procter and Gamble.





As we all know, Baidu has China's strongest search engine, the largest cloud system, in this condition, Baidu set up a strong China's large data platform, by the elite gathered Baidu large data control, operating to become one of China's big three data, and Baidu's big data platform posture more open, so there are many brands choose to cooperate with Baidu. Last year, with data from Baidu, the "Beautiful Mom" campaign launched by Procter and Gamble won the best Digital Marketing Case Award of the year. In the industry head of the top of the help Pampers, the goal is to impress the mother of not using diapers. And Baidu's big data platform gives Procter and gamble the persuasive data: A mother who uses diapers has 37 minutes more free time each day than a mother who doesn't use diapers. Then Baidu discovered the use of diapers with the mother of these free time to do something, Baidu found that mothers pay attention to the growth of children at the same time, also attaches great importance to the recovery of their postpartum appearance. At this point, Procter and Gamble in their own electric business platform launched the rage "beautiful Mother" action. Through a series of advertising PR activities, when the Ti Bao diapers sales increased.





is followed by another case of a partnership between Procter and Gamble and Baidu. It has a razor called "Bleum", and in overseas markets, high priced razors such as bleum are focused on middle-aged elite men. And Baidu's big data to provide more valuable data to Procter and Gamble, Baidu Big data found that in China's consumption of high price shaver of the group is younger than abroad, the "upstart" trend, those who are slightly more successful young people, and foreign target groups are very different. Through adjusting the strategy, Procter and Gamble put forward the concept of "dream Messenger" which is more in line with the young people, and produced quite good communication effect during the brand introduction period.




The influence of
on advertising





Large data era of the advent of advertising has had a huge impact, the main include two points.





1th is a more reasonable platform choice. Social networks and media proliferation, the consumer's individual characteristics more prominent, the acquisition of large data channels are opened up, and the business opportunities are magnified, which created a Facebook and Twitter advertising platform competition. In fact, since the creation of two companies began the war has never stopped. As two companies have successfully listed, how to get bigger profits has become a core issue, and creating a mature advertising platform becomes the key. Since then, two companies in the advertising resources of the competition opened up a big curtain. Among them, Facebook took advantage of the short video ads spawned by the multi-screen era to push subscribers to the end of 2013, a move that greatly enhanced Facebook's appeal to advertisers.





But for advertisers, how to choose between two platforms full of quality users and powerful data? Facebook and Twitter have released large numbers of their own. On coverage, Facebook beat Twitter's 232 million active users, 500 million shares/days, with 1.15 billion active users, 4.75 billion shares/days. In ad interaction, Twitter has a 1%-3% interaction rate, the average of facebook0.199%. On the mobile, because Twitter is more suitable for mobile devices to read, so better. On the value of a single visitor, Facebook is 0.93 dollars, Twitter is 0.44 dollars, and Facebook has a distinctly different advertising performance, for example, the average pay-per-click advertising rate for a liquor brand is 45% higher than the average. The average pay-per-click advertising rate for game ads is 30% higher than the average.





This is the impact of the big data age on the choice of advertising platform, advertisers, advertising companies should see this data before buying the media, so that the value of the target brand can be more accurate and efficient output.





2nd is more accurate advertising delivery. Today's big data can also play a big role in locating accurate people, you can learn about your character, your financial situation, the price of your brand, your car brand, your house prices, the places you eat, your course of action, and many other issues that involve our privacy. Your lifestyle, your hobbies, your age, your gender, your emotional situation, etc. This is completely a result pattern which obtains infinite second square with infinite condition. Because of the collection of large data, the construction of large data platform, advertising will be more and more accurate to target audiences, and produce clicks, affect the purchase of commercial or social behavior.





For example, Yanghe independent research and development of Intelligent mobile phone E-commerce platform-"Yanghe 1th" App, is the construction of a large data platform, accurate targeting of target consumers. "Yanghe No. 1th" app to "line up and down single, 30 minutes of arrival payment" of the efficient shopping experience, since the app operation has been a lot of online buyers welcome. In addition, Yanghe also based on mobile interconnection brought about by the huge data, the development of "Yanghe 1th Micro Mall." "Yanghe No. 1th Micro-mall" is based on micro-letter transmission speed, no need to download two times, relying on micro-credit platform transactions, so as to facilitate consumers immediately buy a new form of consumption. Because of the support of large data, making the target consumers easier to find, companies also because of a more accurate audience positioning, so as to create a more perfect consumer experience. E-commerce will no longer be a simple "sales platform", but a "consumer connection platform", so that the same personalized demand for customers to create a cluster, so that enterprises and consumers collide, so as to create a better product and service marketing platform.




The influence of
on the form of advertisement





Large data era of the impact on the advertising industry is very large, but the traditional advertising company's experience in advertising marketing is indisputable, long-term exposure in the industry market, so that it insights into consumers, the formulation of advertising strategies and content production when there are a lot of advantages of experience can be used for reference, The accuracy of the product can also reach 10 of seven or eight. However, the advent of the large data era, so that traditional experience in many aspects of energy is not enough, in the future, the application of large data must be rich experience in these 4A advertising companies have been widely used and attention.





the arrival of large data, so that advertising become more efficient, so that marketing more controllable, and the changes in the form of change and adjustment from the tens of millions of advertising information in the bombing of a key factor. With the advent of the big Data age, the interactive nature of advertising has increased, and the hyper-precision has become possible, and emerging forms of expression are not surprising.




Shortly after the Spring festival in 2014,
announced that all the magazine ads were replaced with soft text. And not long ago, the Haier Joint station cool network launched the "Big painting Haier Brothers" invitation to the draft contest, the results would have wanted to take this opportunity to optimize the Enterprise logo recognition system, not Centia by netizens of the spoof, "The Basis of love", the sense of "degenerate", the image of the Haier brothers have been ravaged, the major media are competing reports, and successfully boarded the advertising circle in the headlines. Everyone hold and love and laugh at the tone of the activity of Haier, but who knows this is not Haier to the younger way on the road? is not Haier after large data washing, developed strategy? Major media coverage is not PR and soft wen?





now, Internet thinking in the big data age is becoming more important, and the patterns of advertising that have been adjusted to follow Internet thinking are all the same. Merchants not only use large data to accurately cast ads to target groups, but also to use the form of the target group to display, such as the traditional Internet banner ads, floating ads, 竖幅 ads and other forms of expression has been difficult to get clicks, to seek new ways of expression is the only way.





This is the worst of times, this is the best of times. The arrival of big data makes everything possible, and it's all full of unknowns. In the advertising company has a profound and uncontrolled impact, but also appeared a great positive power, but at present, the advent of the era of large data, the impact on advertising companies more is to inspire and promote the role of stimulating change.