Zong Ning: On the development of mobile internet Advertising (II.) model

Recently a little busy, update a bit slow, everyone forgive me.

Continue to write http://www.aliyun.com/zixun/aggregation/8634.html "> Mobile internet advertising. It is still important to explain some of the controversies surrounding the previous article, mainly the definition of the industry. In the current tide, I talk about mobile internet advertising is essentially app ads, does not involve WAP and so on, because individuals feel that this is an independent industry, and WAP and other forms, more like a traditional extension.

A new industry, there is no doubt that there are many opportunities, the previous article in the industry's introduction, fully explained this point, many opportunities, brought a lot of opportunistic people, we have to use their resources, trying to share in the industry a cup of soup. Because the Internet industry has been keen to put money into the market, so the competition in this industry, but also.

Today, explore the development model in this field.

The so-called business model, but is the allocation of resources, how the flow of funds, from these two perspectives, can be very easy to analyze the various business models and explore the possibility of future development.

Overall, the industry now has three parties, the first advertisers, party A, second, advertising platform, intermediary advertising, the third app side, this is the carrier. Around these three parties, there has been an import-based hardware dispute (mobile phone) and software contention (aggregation advertising platform), so it is slightly more complex to comb. Of course, the user side is currently the passive side, you can not discuss the temporary.

From the perspective of the model, the current process is probably the same thing, advertisers, app side Show, and then the customer clicks, with the app side settlement. The difference lies in the difference in the allocation of resources, resulting in operational differences. The simplest example is that a god-level application like the fishing talent itself can exist as an intermediary and app side, taking advertising and displaying it on its own platform. But the simple middle side, now faces the challenge of the aggregation platform. Aggregation platform to integrate a number of intermediaries, so that the app can choose their own display of advertising content, so as to avoid the use of a single advertiser platform advertising is not enough to return the risk of instability, can fully use their own display space. The problem is that the aggregation platform can not gain benefits, but the role of bridge transfer, this kind of voluntary labor, you think of the brain, you know either not lasting, or there is a major conspiracy. One of the easiest ways to do this is to turn yourself into an advertiser when your aggregation platform is up to a certain level, and then push your own AD. And the last article mentioned the AU, from the wooing developers, with a high subsidy to increase their display resources, but because the upstream advertising resources, the last can only sell their own show. But the intermediary advertisers are not particularly honest, they can also launch an aggregation platform to grab installed capacity, and they have advertising resources, so that the aggregation platform can pull more customers, and then by adjusting the proportion of the problem, can also make their own advertising resources in their own platform to win.

Therefore, the simple market contains a complex competition situation. It is not yet clear what mode can achieve the greatest degree of success.

From the model itself, to grasp the advertiser upstream resources of enterprises, obviously more stable. The person who grasps the advertisement resources, own the party a resource, the remaining thing is spreads. They can do intermediary advertisers themselves, can also sit on the aggregation platform, can even do two kinds. and the God-level installed capacity of the product can reach out to the upstream of their tentacles, the establishment of their own advertising resources, in their own show, obviously the cost will be lower. Simply taking investment start-ups and aggregation platforms is a worrying prospect because they cannot provide a stable source of advertising that they can grasp, and the consequence is that it is hard to be trusted by developers, losing their stage and being eaten by other people of similar patterns. Besides, there is no good suggestion for improvement.

Therefore, the next step can be foreseen is that the developers of the deduction and credit will be more and more, the market will not have a giant when the market is fierce, there will be no giants, when the market turmoil, there will be Giants. When the market is in turmoil, a reliable company can gain more support through its own strength and integrity, even if his return may not be higher than the same market, but safe and stable profits, the developer will obviously attract greater.

And from another point of view, technical issues are also very important core issues. A good show, based on HTML5, there will be extraordinary display effect conversion rate is also more objective, and the traditional is just a form of advertising, is likely to be eliminated at any time.

Of course, with Baidu, Tencent have been involved in this field, competition is still inevitable, the current training of the pioneers of the market is likely to be in the giant's squeeze into the martyrs.