Youdao Research and Development deputy general manager Chen Yu: original marketing new play

October 23-24th, the "2014 Shanghai Internet Marketing Summit" hosted by Eric Consulting Group was held at Kerry Hotel, Pudong, Shanghai. As the third stop of the annual summit of Eric, 2014 Shanghai Internet Marketing summit continued the previous Beijing, Shenzhen, two summits "are surprisingly innovative" theme, to "marketing" as a starting point, inviting many industry heavyweight guests to share marketing cases and experience, to explore the Internet marketing changes and innovation, For the new economic era of internet marketing mode pulse. The following is the Youdao research and development deputy general manager Chen Yu published to "original marketing new play" as the theme of the lecture record: Youdao Research and Development deputy general manager Chen Yu Chen Yu: Good afternoon! Youdao Wisdom is the choice of NetEase's DSP. We communicate with you in the DSP status of progress. Start with Internet advertising trends. We are well aware that these two trends, the first one is the use of mobile phones for the ratio, in the iris data, in the rapid growth. The second trend, RTB, and programmatic buying, is widely popular. The next two are over: the first is that the handset will overtake the PC; Mobile advertising is a relatively new concept. Because the development is too fast. How do you do that? Now see the practice is to move the PC approach, RTB Ecology, a mobile alliance, and now the circle is up. Is there a problem behind the booming scene? There must be some problems. Look at two data: first, in the global Internet, mobile traffic accounted for more than last year to 25%. Traffic accounted for 25% of the situation below, mobile advertising revenue accounted for only 11%, that is, I have 25% of the traffic, this 25% of the flow can only bring 11% of the advertising revenue, this is a problem. The price problem, we compare the PC and moving on both sides, this is our own monitoring of the data, in the display of the unit price is similar, but on the top of the click, mobile click Price is often only PC clicks on the price of 30%. This data is also very interesting. Both of these figures are very strange and unscientific. What are the reasons behind this? This is what we have done for a long time, the effect of advertising, we will analyze the effect of this advertising, each day how this indicator. Will find a very representative phenomenon to tell you. Conversion rate of comparison, Youdao the most weight of the media, Youdao dictionary above the comparison, PC-side advertising and mobile advertising, the same Youdao dictionary, a customer, similar materials, but the conversion rate is very large, this is a cliff. The conversion rate of PC end is 2.55%, and the conversion rate of mobile end is only 3 per thousand. This explains why the ad budget doesn't tilt to the mobile side, because by investing so much money, I'm bringing in more sales than the PC. So we are not surprised why the mobile end of the budget did not hit, why advertisers will still fancy PC-side ads. What's wrong with banner? This is the fundamental theory we fancy. We give BANner example, we not only advertise, but also do the application, do the media, our experience is relatively deep. Here is a banner ad, this position is banner ads, the following is a few navigation buttons, about five navigation buttons, above three interactive measures, this is a typical mobile app interface layout. If you're on a PC, imagine, if it's a Web page, the left side of the ribbon, the right side may be navigating, and the ad's stacked area. But when you heap them on one, we find that the screen is too small to be seen from the visual, so the banner is very uncoordinated and stiff with the surrounding elements. The second more important issue is the operation. Let's imagine, I'd like to point to this interactive button, is it easy to fall on this ad, not to mention that there are so many buttons below. A banner ad, surrounded by nine interactive operations around it, to make people do not mistakenly click, but also very difficult. Bring very high delayed hit, resulting in a high rate of hits, explained just saw the phenomenon, the click rate is very high, but the price is very low, wrong Click to transform very poor. In this, although your CPM and pc,pc are similar to moving, but this CPM is a false CPM, the display of the value of water. This is the first question today, banner advertising has a very basic, fundamental problem. We have just seen some other forms of advertising. How are they behaving? Talk about plaque ads. This is the game interface, the game is playing play to be suspended. Introduction to the rules of the game, the following is the restoration of the game or what. This time pop up a plaque advertisement, this occupies the space is very big, put in the middle. In one game recommend another game, such advertising effect is often very good. Reason two: First, the visual above is unified, although in the middle, but does not affect you anything. Second, the operation occurs when you suspend the game, this time do not worry about what to do, I may take a break or deal with other things, put here for me did not produce any interference, will not interfere with the user's main path. It works very well and won't have any late hits if I dot that description I'm interested in. What is the problem? This form of advertising is usually used in the game. In addition, I also mentioned the video ads, video ads used in video applications. Can imagine the mobile phone above the app is not a game, it is not all video, there are a lot of ordinary app, tool class, information class, and so on, what about these? Starting last year, a solution was popular from Europe and America. In China is called the native advertisement. What is an original advertisement? We face the same problem, just the problem, put a banner there, very poor effect. App, a tool class with up to 500 million installed, is sure to change this problem in China that affects the user experience. Later, when we do the original ads to grow up like this, or Youdao dictionary app, the following navigation area is still the case, the user through simpleInteraction, after this piece is completed, the middle is the central content area, the content area is very clean, provides some information, according to your current interaction situation, provides the corresponding information. We look at a glance, color, text, composition of the parties are very coordinated, I do not know which one is advertising, visual above no problem. Operation above, this column, in Youdao dictionary called "See the World", give you a lot of information media nature of the column, the user's operation, to slide this screen, the more interested in the decline, there may be the emergence of the original advertisement. This is the original advertisement of studying abroad, if I do not point out, it may be difficult for the audience to recognize this is an advertisement. If the user is not interested in the ad, slip away. Because every 10 or five, there will be one such ad block. If you're not interested, identify it quickly and don't touch it. This is the benefit of native advertising. Visual problems above, the operation does not interfere with the user's main path. Ideal for non game type apps. Because of what? Non-game-type apps tend to use the main interface of information flow patterns. Mobile phone screen is very narrow, there is no way to provide complex operations, information flow patterns of the interactive interface is often a common app, the most commonly used strategy. We ask the same question, after this practice, the effect has not changed? How much better? Let's look at a data. This is one of our brands that educate customers about conversion statistics. From the original mobile phone, accounted for the transformation of the 53%, the rest is the mobile phone end of the banner, PC end of the banner,pc end of other forms, than just the data there is a very big change. On the other hand, what is the problem? The media provides the flow inside, it can provide 53% of the transformation, not only good for customers, the media is also very good, otherwise will not contribute so much transformation. This is the second question I want to talk about today, the original advertisement is good, fortunately, how good. The third question, we look at the current industry how to develop, what kind of action, what will be the future trend? We can see that, probably from 2013 onwards, in foreign countries like Facebook, Twitter, these are starting to pop up the original ads. It's typical of an app-downloaded ad that ends up in app Stroe. Twitter is similar in this way. This year the domestic introduction of the speed is also very fast, QQ space inside, is also widely used in the original advertisement of this form. This is our current state, with a handful of very large apps starting to take the form of native ads. How to develop in the future? There is no way to answer that we do native ads which strong. I can't find Lanxiang anyway. Can only say to provide some of our own immediate experience and experience, to provide some of our views, our analysis. What age are we in now? What era is mobile advertising in? Compared with PCs, we say that we are in a portal era. Why? Because the current big app, probably only a few, just like the PC above, the development of the Internet, early several big sites a, several major portals occupy half of the PC's traffic. So is mobile advertising. So our current mobile advertising era is the era of media, big app era. So a large app will be a catalyst for the current primary advertising. We can see the foreign Facebook, Twitter, you can see the domestic QQ space, micro-blog. There are two reasons for this: the first reason, industry problems, the promotion of the development of primary advertising, must involve the media changes and users as well as advertising products, modify a lot of things. The longer your industry chain, for example, RTB have a lot of DSP and so on. The second question, in essence, is that the original advertisement is a question of the nature of the media, and when you answer your advertisement, what is the best way to do it? The essence of the media is the problem, it is bound to be promoted by the media. So we see that we are in a media age, the era of big app. Native ads are bound to drive this from some big apps and premium apps. In the future, there will be no doubt that the entire advertising industry chain, RTB ecological chain here, we are unlikely to see the PC and mobile disjointed, both PC and mobile, will pry into the larger industrial chain in the original ads. This is a few of our own analysis, why do we do these analysis? Here's what we do with wisdom. Youdao Wisdom is NetEase's DSP, in fact, we do effect advertising has been done for many years. Since 2012, the introduction of DSP, the beginning of this year to do the original advertising attempts. We do this original advertising attempt, there are two main points to consider or two main advantages. 1th, in fact, we backed the Youdao and NetEase app matrix, the entire product line for us to try to provide the original advertising soil. The original advertisement is the media end of things, must have such a chance to try, because there is no conclusion that must grow up, which we test, the introduction of the media, customers to test, we have to bring the media, with some good media to do this thing. The media in the NetEase department provides us with a good background and soil. The second, our own, beginnings large data technology companies, followed the previous search engine a lot of technology genes and advantages, said the technology can not speak too thin. We can cite an example, last month, the engineer to participate in an international game, the click-Rate prediction of the game, got the sixth place, he said I used a relatively old model, there is no way. Technology is growing fast. We can keep up with the pace of the times through such competitions. This is involved in the main or click of the prediction, you have to accurately predict the click will not happen, the probability of how large the probability of conversion. Is some very complicated work, so it is impossible to finish overnight, fortunately we have many years of experience. I just mentioned, luckily we have some media, some mobile end media, luckily we have some customers who do the effect, luckily we have some data and technology, our data comes from the rich user data provided by the media, so we can make the native advertisement and RTb get mixed up and do some exploring and experimenting. Two cases are provided below. The first one to talk about "charm" (sound). We use the appropriate algorithms and data to put the "charm benefits" ads. After the point is a registered, mobile phone above, in the framework of Youdao Dictionary completed. The purpose is to say that the use of mobile phone end than the lower cost of drainage, from the phone end of the registration, complete the user expansion. When users return to the PC, they will browse the merchandise, coupons, and browse through some items. If there is no single, using DSP technology in the PC and mobile end of advertising, this is our recommendation, through the former to the three-dimensional such a marketing approach, the user recalls. In this, the drainage, the development of new customers, visitors recall purposes. The second is NetEase's own "goddess came" APP, is also in our Youdao dictionary information flow, put the original advertisement. The location is in the flow of information, how to say it? In such a kind of information flow which is more entertaining or more clear and humorous, we think that this kind of user scenario is very suitable for the location of the app brand. Point to go in, not directly to the customer's website or download what, point in the future is an article, is some easy humorous jokes, jokes, and finally call the user to register what. Below also provides a Zane step function. We can look at the effect of this ad, compared to banner and native ads, the original ad activation rate for the app's activation rate reached 7.2 times times the banner, which is a very scary number. The rate of this point is up to 91%, this explains two questions: first, the user interacts with the ad; second, it shows that the advertisement is very original biochemistry, not only in the creative integration of the flow of information, after the creative point of this content and the flow of other content is to integrate with each other, this is a kind of, our exploration, than the original advertisement. The content page after the advertisement originality is also native. So it works very well. Finally, we are talking about three questions today: The first question, to give you some evidence to prove that banner ads in the mobile end, is the trend will go. Second, the original advertisement is the future of the mobile, it is good, and we analyze why it is good, how good. Third, in the DSP market angle, we think that this stage is the era of big app. Thank you!