Yes, Vice President Xu Guojong: Mobile advertising lacks fundamental innovation

Good Yes Product Vice President Xu Guojong (Tencent Science and technology with map) Tencent Technology Wang, September 23 report good product Vice President Xu Guojong accepted Tencent Science and technology interview said, good yes in the beginning of this year, the mobile department, the main research and development of two products: one is the data analysis platform Playdata, the second is mobile DSP. The challenge of mobile DSP lies in the effect in the mobile advertising market, the participants are mainly divided into the following industries: first, mobile advertising network, such as Anwar, and so on. The US advertising network AdMob was acquired by Google in 2009. Xu Guojong think that good yes in mobile advertising is relatively late start, there is no need to repeat the positioning of mobile advertising network. The second is the advertising trading platform, on the Internet side, there have been Google advertising trading platform ADX, Tencent advertising trading platform, Ali mother Tanx, Baidu Bes. "The ad trading platform should be said to have not been done at the mobile end, but the future will certainly extend to the mobile end." So some small companies advertising trading platform is difficult. "Xu Guojong said. Third, mobile DSP, docking upstream advertising and downstream advertising network. Okay, yes. The moving end is the positioning of the mobile DSP. In addition, product friends and other DSP companies are also developing mobile end business. Xu Guojong Introduction, in the media end, good Yes Mobile DSP has docked the industry's mainstream advertising network; in the advertising host, good Yes has nearly thousands of brand advertisers resources, which will be good for mobile DSP advantage. But he is also Frank, now the brand advertisers are still holding a wait-and-see attitude to mobile advertising, the effect of the mobile end has misgivings. The effect is also the main challenge that mobile DSP faces. Compared with the PC side, because the mobile end is easier to obtain user location or other information, precision is relatively easy to achieve, but the effect of precision push can be achieved? This is another problem. "On the phone side, the ads show a smaller location, users are reluctant to click on ads, so the technology becomes more complex." Xu Guojong that the mobile advertising format faces fundamental innovation, and that the current process of copying Internet advertising to the mobile side will not succeed. Mobile end media resources longer tail an internet advertising company founder believes that the independent DSP face two extrusion challenges, on the one hand, large advertisers want to have their own embedded DSP, on the other hand, large advertising trading platform are developing their own DSP, so the independent DSP living space is squeezed. Xu Guojong that this is the advertising industry has been a very real problem, the root cause is that high-quality media resources are not worried about selling, in short supply. Large Internet companies have high-quality media, at the same time will develop advertising technology products, such as DSP products, will inevitably produce DSP at both ends of the squeeze problem. "On the Internet side, this situation is hard to change. "However, this situation will be somewhat different at the mobile end," he said. In the Internet, high-quality Media resources Monopoly strong, relatively small site visitors less, advertising value low. But the mobile end, has hundreds of millions of users of the app is not less than 10, user volume tens of millions of other app also a lot. "and app is constantly pushing ChenA new one will result in a different flow structure and PC end. "Xu Guojong said. "As long as there is a visitor place there must be advertising value, when the media is relatively rich and diverse, mobile advertising technology to play a greater space." "Xu Guojong said. It is expected that the size of mobile advertising will exceed Internet advertising Xu Guojong that users spend more time in media than they do in advertising revenue. For example, TV is the first media, users spend the most time on television, so television advertising revenue in China and the United States are the first. "The time the user spends on the mobile side, and the hours spent on the internet side, are already very close." However, from the point of view of advertising revenue, the internet and mobile end of the ratio of about 80%, 20%, very far away, mobile advertising revenue still has a lot of room for growth. "Xu Guojong that the user will spend more time on the mobile than on the internet, which is expected to happen in about 2014 years." But he argues that it may take three to five years for mobile-end advertising to outstrip the Internet. Today, the mobile advertising format is still in the "banner era." "Mobile advertising format will have a revolution, but now do not know how the change, both at home and abroad are in the exploration." Xu Guojong said, looking back at the past, every about five years time, the advertising form is an innovation.