Why do you have to put ads in your phone?

The big boys talk, often only listen to half, the other half is the implication. Said line two, diversion is the necessary skills of businessmen, is the so-called shopping malls such as battlefield, all.

A year ago, MA, Robin Li, Zhou and other big guys all expressed the current "not optimistic about mobile advertising" meaning, but this year, the Giants are quietly planning to build a mobile advertising platform. What is a mobile advertising platform? The plain thing is to study how to put ads on your phone.

So the question is, why do we have to put the ad on the phone?

Over the past two years, everyone said that mobile internet is the future, mobile Internet is what? It's a cell phone. What's the future? For enterprises, the future is not a dream, but money. (only those entrepreneurs who talk about the future is a dream, that is to say to employees.) Do not believe that you cut his stake half try, immediately no dream. ）

So the question is, how do you make money on the mobile internet?

As we all know, the Internet has only two business models, the first is the game, such as Tencent, NetEase is the game company, most of the revenue from the game, not to mention the special game companies such as Giants, Shanda, or Chinese hand tour, fun games and so on. The second model is advertising, such as Baidu, 360, Sina, Youku and so on almost all of the companies are not game by advertising to make money. Some people say that there is a model called electricity quotient, I can only say that it is only a legend, Alibaba, although it is the electricity quotient, but the profit is advertising money, like Baidu, although is the search company, earn is also advertising money. 360 is a security company, mobile distribution company, navigation Company, earning is still advertising money. Sina, is the gateway is advertising money. Youku and other video sites are still making advertising money. Someone said, what about Jing Dong? Jingdong is a proprietary electric business company, is essentially a retail company, the profit is lower operating costs than peers of the money, that is, low to buy high selling profits, but unfortunately at present still in huge losses, the concept of electricity, although very hot, but do not make money, this is the reality.

Well, after the PC era of the Internet, we look at the mobile internet era of the game is not changed?

Unfortunately, there is still no surprise for everyone. The past three years of exploration, including the collective efforts of all internet companies and mobile internet companies around the world, have not yet found an updated profit model that continues to be the two largest business models of the PC Internet age: games and advertising.

That's why the concept of hand-swimming has been so hot lately, therefore, Tencent has just once again adjusted the game department "Interactive Entertainment Group" structure, the reorganization of the game studios, more scattered, more flat, more encouraging innovation, more emphasis on internal competition, in short, more inclined to develop a good hand travel products. Today, the top 10 Tencent games are at least half the size of the mobile gaming rankings of the major app stores. This is basically the same as the share of Tencent games on PC Internet games. Want in the game industry and Tencent Rob site, really not so easy, Baidu, Ali have dabbled in the game, but basically no. The reason is like Tencent, Baidu involved in the electricity quotient challenge Ali not the same.

In addition to bat, mobile internet age there are two two-class giants is 360 and millet, the goods have been thinking about how to play a turnaround in the mobile internet era, squeezed into the first echelon. As a result, they started early in the game of mobile phone games (their own development, agency operations, distribution of channels, etc.) and mobile distribution business (put the app into your mobile phone, such as 360 mobile phone assistants). However, Zhou and Lei heart definitely clear, in mobile gaming business, is the world of Tencent, want to pass the mobile phone game as the entry point into the first camp basically no.

Enough talk about mobile games, we'll take a look at Mobile ads (mobile ads).

Put ads on the computer screen, we are already very accustomed to, Youku potatoes this video site, in a short two minutes video before incredibly also want to insert 45 seconds of advertising, you also have to endure it? Not to mention the opening of Sina home page, it is simply the community Doorway Bulletin board, all is a mess of advertising, want to see the news, must be in the advertising cluster carefully looking. No way, so put up advertising, the company does not make money, a year's profit is only enough in the space center five crossings to buy two sets of houses. Say more than tears. In short, the PC Internet is out of play. Mobile Internet, that is, the mobile phone, naturally become the internet big guys eyes of a piece of fat, no, it should be said to be a beautiful, beautiful women.

Last year, Baidu spent 1.9 billion of millions of dollars to buy a mobile app distribution business Company "91 mobile phone assistant"; Tencent in the last year is also desperate to promote its mobile app distribution Project "Application Treasure"; Ali can not mention, in addition to Alipay wallet, in the mobile Internet does not find the feeling, At least everyone has not seen them find the feeling; 360? It can be said that in mobile app distribution of this market, it does not lose to any one, whether it is Baidu or Tencent, or millet. Of course, third party data is also a variety of miscellaneous, so I do not cite their data, in short, in this field, these few have the opportunity to become the boss.

What is a mobile distribution business? Of course it's advertising! With PC Internet navigation is the advertising business is a truth. Of course, in addition to mobile distribution services, mobile advertising is also a form of direct advertising into your mobile phone app, for example, you open 365 calendar, surging news or ink weather, such as any mobile app, will pop up various forms of advertising, or directly a few seconds full screen ads, Or there is a banner above or below, or a button to point into the various promotional information ads and so on.

These ads are almost the only source of revenue for these app developers, you know, in the market a fairly good app, development operations team at least need a dozen employees, so, in the foreseeable future, the mobile phone advertising market will accelerate the development of the mobile phone screen is also becoming larger? Even the iphone has 4.7-inch and 5.5-inch big screen phones. Why? In addition to easy to use, another reason is good advertising ah.

So the question is, how did the ads get into your mobile app?

Now, the app developer I've seen, most of them are technical origins, (only a very small number of marketing talent to lead the team to develop the app), these people have a functional feature, that is, basically no advertisers resources, and no decent sales team, technology is what they are good at, only how to do a better product , and then put them to the major application stores to let users download and use, as to how to make money, how to sell ads, they are not very good at. Well, it takes a professional company to help them do it. This is the initial impetus for the emergence of mobile advertising platforms.

So how do mobile ad platforms help these app developers advertise?

The operation is very simple, mobile advertising platform in your app embedded SDK, that is, a string of code, the equivalent of a pipe, through this pipe, it can be The advertiser's ads to the mobile phone users are using the app. And then what? Advertisers give money to mobile advertising platforms, and mobile advertising platforms are part of the money for the app developer. At present, the company to do this business large and small there are many, such as the Anwar, force the United States, and so are specifically to do this door "plug pipe advertising" business.

If all these small companies do this business, there is nothing to note. But the problem now is that the internet giants are starting to get involved in the market. Baidu set up a mobile ad league in the second half of last year, and Tencent became a similar mobile advertising alliance early this year. This is not 360.

October 10, the first 360 Digital World Congress, 360 companies launched an ad exchange traffic trading platform---360 platform. In order to and Tencent Baidu Rob more app developers, 360 senior Vice President Yu Guangdong made "three years not to make money, billions of benefits to partners" commitment, and launched three core policies:

1. Single game monthly running water 500,000 below, within three months the platform does not participate in the partition;

2. Developers access to 360 of paid games, will be 50,000 yuan free promotional resources;

3. Developers take away 100% of the advertising revenue (the general mobile advertising platform for the implementation of the strategy is generally divided into "37 points" or "46 points").

Tencent is also rich in the rich, Tencent Mobile Advertising Alliance is also widely point Tencent this year, one of the three business directions, and micro-letter ads and feed streaming ads. Moreover, the latter both have the revenue of the KPI task, but the mobile Ad Alliance is considered to be a strategic level business, the profit is not pressure, the first thing to do is to occupy market share. People familiar with the matter said that a wide range of communication with the app developers to communicate a price, direct pay to buy out its advertising, and then slowly look for advertisers to access ads. This is a very aggressive strategy, similar to the 360 "three years of unprofitable" policy.

"Money for Time" has been a basic game in the High-tech industry, the Giants built mobile advertising platform, while doing some external investment, if the self-built business does not, on the external investment and inject certain resources, make it a part of their own ecology, can also achieve the strategic significance of mobile advertising platform.

This May, Qihoo 360 Holdings digital advertising platform--mediav. Zhou said the MEDIAV digital advertising platform and precision advertising technology can help 360 build a more powerful and efficient online advertising ecosystem, and greatly enhance the monetization efficiency of its platform products. Before the 360 mobile open platform to help distribute the application, now we open the advertising business, can help all kinds of traffic flow of the application to cash flow. The 360 new mobile advertising platform is an important step in the 360 synergy to create a more efficient online advertising ecosystem.

In fact, the search is not 360 of the gene, advertising is. You know, 360 can be listed, not rely on a security guardian concept, but the face of advertising revenue, it is advertising services to help 360 in the PC Internet ripped open a hole, stirring the entire Internet market bloody. Now, on the phone with enough installed capacity and users, 360 can through its mobile advertising platform to achieve the mobile phone "three-level rocket" dream, in addition to luck, but also to see Zhou's determination. In short, this is doomed to another war.

Finally, the last question came, after reading this article, please tell me in one sentence, why do you have to put ads into the phone?