Zong Ning: On the development of mobile internet Advertising (III.) Future

In fact, most of the future is no future, many pioneers will die in the last dawn, and the final market will still be divided into several, these few are often not the beginning of the few. The reason is very simple, the market needs to cultivate, and the giants like to do, it is the market you cultivate to rob.

According to the results of some research, the classifications are as follows:

Current mobile internet advertising platform classification:

1, with the Wireless Alliance started, SMS and WAP advertising start: Wanpo century posture net win dot Media wow

2, to serve the brand customers, agent wireless advertising resources to start: billion mobile media, flying extension, the curtain thousand mobile Media

3. New Up-and-comer based on investment support: Anwar, Rice,

4, Agent Internet brand Advertising: Easy media, interactive.

5, foreign leader: AdMob Inmob

6, the internet giant into: Tencent's win, Baidu Mobile Alliance

Current Status:

Wow: Once the leader of the first round of financing, the habit of using for developers to paste money and a lot of marketing activities to do the promotion, the current basic development stalled

Multi-League: On the one hand, the use of money to developers to paste the method of high price, on the other hand, because the stock is too large, and low-cost advertising resources to sell advertisers, a great damage to the healthy mobile advertising Internet market order. At the same time there will be stealing, settlement delays, the developer of the bad reputation. The external lie 300 million times a day show, and AdMob in China's volume One day is about 250 million. The largest aggregation platform in one day display volume is about 200 million.

Anwar: There is no core technology, the amount of advertising platform depends entirely on the aggregation platform, and the accumulation of resources and brand is greatly influenced by the investors.

Limei: Advertising agency started, the main agent Tencent Advertising (complex nepotism). This special note, at that time had a micro Bo Soft wen, said what Typhoon mouth kite flying the United States CEO, how to beef and so on. Later I micro-Bo inserted a sentence, rely on or Tencent a relationship, the result is vexed, come out again is the statement is XX. In fact, why, Han Cold's end is not very good. At present, the business of the United States claimed that 70% from Tencent Wireless, the actual may be more than 90%, but to dress up as the leader of the app advertising image. The level of public relations is not good, suggest to ask me to consult.

Hundred points communication: the old wireless advertising enterprises, in the Australian electricity withdrawal, advertising platform business is unsustainable, short MMS is still alone burden, the survival of the worry, and the recent loss of huge, do not know is not with Xu Maodong concentrate on doing litters regiment regardless of the point of communication. Xu Maodong is still a very energetic person, unfortunately, the momentum reversed.

AdMob: Global advertising platform to China, the lack of soft services and localized communication, and developers, cooperative resources and the attitude of cooperation and posture of the problem to make it acclimatized. Price is low, but the general reaction of advertisers is not good.

Although these are not too well-known and not too much concern in the industry, but its undercurrent surging, has been the embryonic form of the eruption. Now the major advertising platform, the ability of their own is not strong, not less customers, is less traffic, coupled with the aggregation platform to disrupt, or show the chaos of war. In the end, it may still form the traditional Internet stickers to rob users of the situation.

Said earlier, the most basic resources, the actual is not complex, one is the advertising, one is the developer of the show, there is a technology, technology is mainly decided to show the way and effect of the current and HTML5 language combination, the leader has been very good performance, Ultimately it is likely that technology will become an important factor, or even a determinant.

The path of aggregation platform is actually rob the path of the developer, this path is Shing, the machine is installed, very similar to Alibaba that kind of business-to-business platform, oneself provide only platform service, content by both sides provide and choose. But the status quo is that he can't charge, the future is not too easy to profit, or from the developer to dig a piece, which is sure that everyone is not willing to, or gradually to open up ads, with their own ads, on the platform to squeeze out other people's ads, the first to introduce developers, and then in their own abacus. Personally, the probability of success is basically not. Because the app upgrade frequency is very high, you play tricks, at any time will be abandoned by developers, so simple aggregation platform will not be successful, can only rely on investment alive.

The core of advertising is to have the resources to invest, on this basis, it is good to expand, but also because, if the traditional advertising agencies can overcome the technical bottlenecks, or the most promising, in fact, advertisers can still launch their own aggregation platform to compete with the current platform, rob the market share, while, Their own ads can be recommended on the platform, the same can be achieved profitability, so the aggregation platform will eventually become a complementary channel exists, will not become an independent industry field.

Investment based companies have been the spoilers of all walks of life, they do not have a real basis for business, but there is a lot of money, by burning money to achieve their own various aspects of the accumulation of resources. From the present point of view, such companies are difficult to succeed, as if the alliance, almost all become the industry public Enemy, Word-of-mouth bad, the last money is not enough time, it is tantamount to someone else to do the wedding clothes, such a company, has a senior industry leader and a low-key attitude, is the most important. Otherwise, the basic is not enough to fear.

Foreign big guy and domestic big guy basically can book as the final victor, at least will be one of the winners, AdMob adjustment, also can not be underestimated, to get the Facebook exclusive agent Edersch, but also a potential competitor, its technology and experience are impeccable, except that in the localization, Whether can find their own route, is a problem, and Tencent Baidu Google such companies, needless to say, no matter what, they must have a certain share. Tencent is still the most terrible, because Tencent wants to change from value-added services to advertising is not two days a day, mobile internet, is a good opportunity, its strength, I am afraid will also be very big.

The first attempt to write industry articles, not mature enough, you more guidance. But still feel, write criticism article conveniently, haha.