Yes Vice President Xu Guojong: Focus on mobile DSP end

"TechWeb Report" August 1 news, mobile Internet has spawned a group of mobile advertising marketing platform, and the traditional PC Internet advertising marketing platform is facing the mobile internet business tilt, transition needs. In this business integration transformation process how to play to avoid weaknesses, good Yes Vice President Xu Guojong in an interview with TechWeb, mobile internet advertising industry segmentation trend is irreversible, traditional PC internet marketing companies in the development of their mobile marketing business can choose their own advantages of the subdivision of the field to cut, And do not have to do all-inclusive business, good Yes at the mobile end is dedicated to do the DSP end. Xu Guojong joined the group this February, mainly responsible for the work of the mobile and social media products. For mobile marketing Xu Guojong, mobile marketing is now in the global scope are groping exploration stage, how to make advertisers more willing to put on the mobile end of the advertising budget is common to think about the problem. Focus on mobile DSP end of the current mobile marketing advertising platform is facing the current situation is rich enough media resources (mobile app), but the brand advertisers to mobile advertising recognition and investment degree is generally not high, "How to let the brand advertisers willing to put more advertising budget into the mobile end, That's the thing that's good for the next long time to do, "Xu Guojong said. In Xu Guojong's view, compared with the traditional PC Internet advertising platform, the mobile ad marketing platform, which is born with the Internet, has a deeper understanding of mobile internet, and can be recognized by mobile application developers. This is the advantage of a purely mobile advertising marketing platform. But the other side is undeniable. The advantages of traditional PC Internet advertising marketing platform in the accumulation of advertisers are more obvious. And that's good yes at the mobile end focus on the DSP (demand side platform) service advertisers core reasons. Yes, yes. Moving into mobile marketing is relatively late, if with friends and so on has accumulated a lot of developer app Resources of the pure mobile marketing platform to spell app resources is undoubtedly no advantage. But Xu Guojong stressed, "Good yes in the PC Internet marketing platform during the accumulation of brand advertising resources so that we have a good understanding of the needs of the brand advertisers, through technical means to let the brand advertisers really feel the value of mobile end marketing, increase the investment in mobile marketing budget, is a good thing mobile DSP can do. "Yes, yes. Mobile DSP can provide advertisers with mobile advertising service including advertising, monitoring, effect evaluation and so on after docking with mobile applications and ad networks. Mobile marketing is ultimately the effect of marketing for how to crack mobile advertising is not recognized by the brand advertisers, Xu Guojong think that can be from two aspects as a breakthrough. The first is to improve the mobile advertising user experience, so that ads can attract users ' attention. Second, mobile marketing can eventually become a result-oriented marketing. How to make users have a good experience, the need for advertising ideas, advertising and other aspects of the presentation, Xu Guojong said, "Facebook through the flow of information into the user's needs of the letterAdvertising display, this gives users a good experience of the mobile advertising format for the second quarter of Facebook mobile revenue accounted for the overall advertising revenue of 41%, which gives us a lot of inspiration. "In addition, mobile marketing should ultimately be results-oriented, mobile advertising can be accurate to reach users, providing advertisers the return on investment is very important." "To achieve these two points, you need to have an accurate understanding of the user, mobile marketing needs to have large data analysis capabilities," Xu Guojong stressed. It is learned that the good yes in the last month has officially launched a Playdata data analysis platform to enhance its own mobile data analysis capabilities, Playdata support iOS, Android platform, designed to help mobile application developers to statistical application data, monitoring advertising effects, analysis of user property behavior, etc. Improve the accuracy of mobile advertising. Yes, yes. Mobile DSP will also be formally launched in the near future. (Ningmeng)