Youdao Wisdom selected by Eric Marketing award to push the original advertising fusion RTB

Recently, the listing of IPhone6 has caused a frenzy of panic buying, people's demand for high-end smart machines has become more and more fierce. According to the first half of the information ministry data show: Mobile Internet access traffic daily average 4.7 million g, monthly mobile internet access traffic is 170M. With the increasing demand of users, the mobile marketing market is developing well, and the RTB real-time bidding mode, which provides maximum autonomy for advertisers, is also favored. According to Smaato's Global mobile RTB Perspective report, 2014 Q2 Global Mobile RTB advertising market scale growth of 69%, mobile RTB trading volume increased by 35%. With the rapid development of RTB, the new form of industrial chain has gradually formed, in this mobile internet in a fast-changing today, China Mobile advertising will have what kind of development trend? How can advertisers use DSP platform efficiently? Will the Rtb+banner model still last? What changes will there be in the new pattern of advertising in the future? November 23, in the Iris Marketing Summit on this in-depth discussion, and awarded the annual Marketing Award, which NetEase Youdao in the "2014 Golden Rui Marketing Award" won the "2014 China's Best online advertising case Award." Youdao Research and Development deputy general manager Chen Yu attended the summit, and in the Mobile Marketing Forum keynote speech, combined with the latest industry data, a comprehensive and systematic interpretation of the mobile Internet program purchase status, and RTB combined with the original advertising will lead the future. When banner encounter plaque advertising Chen Yu that in the future plaque advertising will gain greater space for development. To enhance the user's advertising experience on mobile devices is a problem that the mobile advertising industry has been considering. At present, the mobile device advertising ecology and the PC Internet is very different, the entire form can not be directly from the PC side translation, banner ads more suitable for the display of a scalable PC page, and relatively small screen moving end is not suitable for show launch. Chen Yu said: "The focus of mobile advertising should be accurate delivery and user scene matching, if the translation of the PC page banner ads will become users in the use of the app in a harassment, will only cause users tired." "Plaque advertising has been widely popular since 2013, and it is a good solution to the problem that banner ads do not give users a sense of experience." And, in line with the mobile end of the screen size of the plaque ads, you can better display the creative brand advertisers, and its click-through and advertising effect is significantly better than banner ads. Among them, as the main provider of plaque advertising traffic game class app is more respected, plaque ads can coexist with the game, and in the game process does not interfere with the user's main path. The advent of the Great app era is now in the development stage of mobile advertising: the era of the big app. This era of mobile advertising relies on such as Facebook, Twitter, micro-blog, QQ, Youdao dictionary and other large user volume app. At the same time, the development of these big app also promoted the formation of the original advertisement. Native ads can easily solve the spread of non-game apps, the original advertisement in the form and appearance and the other elements of the app integration, in the visual first to avoid causing interruption to users, users in the app information flow, page button icon will be exposed to the original ads, but because of the presentation form and app within the same element, so can be very good with the content fusion; Native ads also label themselves as advertisements to alert users to the appearance of advertisements, and to make them aware of and make choices about whether or not to click. Facebook and Twitter in foreign countries are wading into the realm of primary advertising. Among them, Facebooksponsoredstories is an enterprise, organization or individual to obtain more opportunities to display, purchased from the user friends and business official pages, applications, events interactive information; Twitterpromotedtweets is a microblog that advertisers want to reach a wider user base or engage in deep interaction with existing fans. It will be based on user information and relationship to do accurate targeted delivery, so that the advertiser can display the right information to the right people, so that users see and their related ads. When the native advertisement encounters the RTB original advertisement can effectively associate the user and the advertisement content, the promotion mobile advertisement conversion rate. RTB advertising model can quickly in the background to complete several advertisers to precision advertising position of the auction process for different users to push different precision advertising content, at the same time, RTB can in the content for the original ads to achieve this goal, the combination of the two will be very often a future form of advertising. Chen Yu Think Youdao wisdom is to promote the original ads into RTB most appropriate DSP. NetEase as a large data company's products, Youdao wisdom to choose exclusive NetEase portal, NetEase mailbox, Youdao dictionary and other scarce brand portal resources, with other DSP does not have the natural advantage. Youdao dictionary itself in the accumulation of search technology based on the Youdao wisdom of the platform covered by the 1.15 billion of users, with 2600+ label accurate classification. Currently participating in the bidding flow has reached 5 billion of the scale. Exchange has docked like Taobao, Google, Baidu and other giant enterprises. In addition, as the only DSP field with mobile end of the vertical large app dictionary, will be more effective in promoting the integration of native advertising and RTB. Chen Yu finally pointed out: "The future of mobile advertising must be the combination of primary advertising and RTB." Future advertising will be vivid, flexible and rich in the form of content, will create a programmatic purchase of personalized standard service platform. ”