An inventory of the digital marketing industry in the first half of 2016!

In the first half of 2016, the market size of China's Internet advertising operators reached RMB 118.71 billion, a year-on-year increase of 27.3%.

In terms of competition landscape, Baidu, Alibaba and Tencent rank in the top three in the market respectively. Compared with the first quarter, Baidu's share increased in the second quarter to 26.9%, while Alibaba and Tencent's share decreased to 23% and 9.15% respectively.

In the first half of 2016, China's digital marketing market showed the following characteristics:

1. Video advertising remains popular, and live streaming becomes a new marketing front

According to Analysys data, the market size of China's online video operators was RMB 15.799 billion in the first half of 2016, a year-on-year increase of 56.1%.

In terms of the size of the mobile video advertising market, in the first half of 2016, the size of China's mobile video advertising market reached RMB 8.26 billion, an increase of 87.3% compared with the first half of 2015.

The booming development of China's online video market and the strong drive of mobile terminals have had a positive impact on the development of the overall online video advertising market. Despite the traditional advertising off-season and the traditional media's grabbing of users during the Spring Festival in the first quarter of 2016, the scale of China's online video advertising market still reached 6.69 billion yuan, a year-on-year increase of 62.8%.

Analysys believes that the development of China's online video market in the first half of 2016 showed the following characteristics:

❶ Mobile terminals have become the main driving force for the development of the online video market

More industry advertisers and brand advertisers have begun to formulate mobile video advertising plans, the overall advertising revenue structure of the online video market has changed, and mobile has become the main driving force of the online video advertising market.

It is estimated that by 2018, the scale of mobile video advertising will reach 34.0 billion yuan, accounting for 57.6% of the total scale, becoming the main source of income for the online video advertising market. Mobile video traffic has surpassed PC video user traffic, and user coverage and duration have shown obvious growth trends. Advertisers' recognition of mobile video marketing has increased, and the value of mobile users will be tapped more vigorously.

Video applications with more than 10 million monthly active users include comprehensive videos, short videos , live broadcasts and other fields; the user scale of Tencent Video, iQiyi Video and Youku Video has reached more than 100 million, among which Tencent Video has nearly 200 million monthly active users.

❷ Video media giants are expanding their content capabilities

In the first half of 2016, video media giants have been expanding their content and have begun to develop vertical video fields. The copyrighted drama "Descendants of the Sun" introduced by iQiyi ranks first in online video playback; Baidu Video is preparing for independent operation, aiming at the PGC vertical direction; LeTV continues to focus on self-produced content, and plans to launch more than 30 self-produced dramas in 2016; Youku launched the animation "Chuang Plan", comprehensively deploying the middle and lower reaches of the animation industry, and announced that it will invest 500 million yuan each year in the future to support the animation industry, continuously incubate high-quality domestic animation content, and take over more than 20 overseas variety shows including "American Idol".

Video media has increased its content investment to supplement high-quality advertising resources. Copyrighted content with large-scale sticky users is more conducive to advertisers' demand for brand communication, while self-produced content has broken through the barrier of limited advertising resources. At the same time, content, users and advertising traffic form a rising and falling relationship, driving media revenue growth. The monetization capabilities of online videos are generally favored by the market.

❸ The trend of user payment is growing, and video websites integrate membership services around IP

In 2015, the number of monthly paying members of "Grave Robbers' Chronicles" exceeded 5 million, which brought about the activation and explosion of membership payments in the video industry, and market players began to list membership payments as a viable source of income. Analysys believes that after nearly half a year of exploration, the user payment model has gradually matured, and the monetization capabilities of more and more high-quality content have been improved.

In the first half of 2016, the copyrighted imported drama Descendants of the Sun launched a VIP-exclusive ending. At the same time, iQIYI Mall launched the same special offer for VIP members. It was the first time to integrate entertainment and lifestyle services around a hit IP, creating a new film and television IP membership and e-commerce linkage service model. According to LeTV's 2015 annual report, its membership payment business reached 2.71 billion, a year-on-year increase of 71.9%, and paid income accounted for 20.8% of its main revenue. Compared with the past, membership payments are no longer limited to online self-made dramas such as The Lost Tomb and Go Princess Go, and have gradually extended to paid viewing of copyrighted dramas in advance and VIP-exclusive endings, and the scope of membership payment promotion is getting wider.

❹ The video industry joins hands with VR and actively develops a new VR ecosystem

At present, the market-leading video websites have launched VR video pages and VR video APP applications that are compatible with VR devices. iQiyi already has more than 300 strategic partners in China, including video, games , and hardware. Youku Tudou has signed contracts with 80% of the top domestic VR content production teams and has more than 50 overseas strategic partners. In addition, Mango TV's I Am a Singer and Super Girls are testing VR technology, and iQiyi is working with Qiangyang to promote the commercialization of the domestic VR industry.

In the process of participating in VR content production, video websites have transformed into platforms connecting VR hardware manufacturers, VR content producers, advertisers and other parties, providing IP resources and joint production for VR content providers, and content for hardware manufacturers. They are also responsible for subsequent marketing, promotion and other sales and operational support, building a full-chain ecosystem around VR.

❺ The rapid development of UGC and PGC has made short video and live video platforms become incubators of the " Internet celebrity effect"

In the first half of 2016, the "Internet celebrity" Papi Jiang operated a video self-media for half a year and received a first-round investment of 12 million yuan with a valuation of over 100 million yuan. The first advertisement was bought at a price of 22 million yuan, which attracted the public's attention to short videos and live videos based on UGC and PGC models, becoming a new trend in the industry.

Although the scale of comprehensive video users is far ahead, with the number of monthly active users approaching 350 million, the scale of short video, vertical video and live broadcast users is growing rapidly.

Among them, live video became the biggest highlight in the video field in the first half of 2016. Video live streaming apps such as Inke , Huajiao, Fanxing, and Yizhibo have successively launched efforts, causing the scale of active users in China's live video market to grow explosively. In June 2016, the scale of active video live streaming users reached 27.0462 million. Among them, the top 10 live streaming apps in June 2016 are as follows:

In the first half of 2016, the live broadcast market showed the following characteristics:

First, live streaming has emerged and is favored by the capital market. In the first half of 2016, LeTV Sports spent RMB 300 million to acquire Octopus TV, an original sports live broadcast platform that has former international football player Xu Liang and snooker queen Fu Xiaofang. Douyu TV completed a new round of financing of approximately RMB 670 million, with Tencent leading the investment with RMB 400 million. Video giants and investors are turning to the live broadcasting sector in an effort to enrich and improve their content ecosystem and seize the live broadcasting trend;

Second, the cooperation between live streaming platforms and the media and entertainment industry has deepened. The content tends to be more professional. Artists under Benshan Media have joined YY Live, and variety stars such as AngelaBaby, Jay Chou, and Deng Chao have joined the competitive game live broadcast room and PGC team, adding "bright and professional" blood to the content creation of the live video platform. On the other hand, live streaming platforms have begun to cooperate with traditional media programs, such as Inke’s cooperation with I Am a Singer, which has further promoted the proceduralization and professionalization of live video production.

Third, content supervision promotes content purification. In the fierce competition for users' attention, some vulgar and pornographic live broadcast content appeared, which attracted the attention of regulatory authorities. Relevant departments announced that they would severely crack down on such phenomena. A series of supervision will promote the purification of online live broadcast content and benefit its long-term development.

Fourthly, “live streaming +” has emerged as a new force with great momentum.

With the embedding of live streaming into resource platforms such as Taobao, Weibo, and NetEase News, live streaming + has entered the fields of comprehensive e-commerce, comprehensive video, micro video, social network, news information, and mobile music, greatly expanding the form and extension of live streaming.

Live broadcast + comes from the scenario-based exploration of live broadcast and its integration with existing platforms.

The live broadcast + of the shopping platform allows users to be in a real-time interactive sales scene. The host's trying on, tasting and introduction can give users a quasi-live feeling. In addition, the interactive communication between the host and the user can increase the user's purchase rate. Live broadcast + shopping has become a closed-loop guide for user consumption behavior.

The live broadcast + reading format has accelerated the pace of media innovation. Mobile live broadcast can collect news events in real time. News reading has broken the limitations and started a new experience. Every ordinary user can help the media report news, which means that the former audience group can become the dissemination group, making news reading more effective, realistic, more friendly and easier to spread.

Fifth, live streaming has become a new marketing front. Compared with traditional video marketing methods, live video is more closely connected with IP and internet celebrities. It uses entertaining communication methods to turn brand information into content, and avoids blunt brand exposure through interaction between users and anchors, and between users. The current marketing method of live video streaming is still in the exploratory stage, and advertisers and media will need to practice further in the future to provide the market with marketing methods that can be replicated on a large scale.

2. Social media deepens the layout of programmatic trading market, and the combination of social advertising and programmatic buying technology has huge market potential.

According to the data from the "China Social Media Advertising and Marketing Market Quarterly Monitoring Report Q1 2016" released by Analysys, in the first quarter of 2016, the scale of China's social media advertising and marketing market reached RMB 4.60 billion, a decrease of 16.1% from the fourth quarter of 2015 and a year-on-year increase of 47.4% from the first quarter of 2015.

From the perspective of market competition, in the first quarter of 2016, Tencent and Weibo maintained their leading position in China's social media advertising and marketing market. Tencent, with its advantages of social media product matrix and massive user traffic, maintains its leading position with a market share of 56.1%; followed by Weibo with a market share of 25.4%. The two together account for more than 80% of the overall market size.

Analysys believes that, looking at the dynamic performance of major social media vendors in the first half of 2016, China's social media and marketing market performance showed the following characteristics:

❶ Social platform content is moving towards multimedia

While maintaining the social attributes of the platform, social media is also building a diversified multimedia content matrix. In January 2016, Weibo announced the removal of the 140-character limit on post length in an effort to strengthen original content creation. Social products such as Weibo, Momo, and Nice have all launched live streaming functions as a more interactive and sticky social method to supplement the platform content format and enhance commercial monetization capabilities.

Analysy believes that the content industry is entering a period of explosive growth. The multi-center nature of social media, the diverse content format choices, the close connection between content creators and content consumers, and the platform's protection, support and incentives for content creators have all created a good development environment for content ecosystem operations on social platforms.

❷ Social marketing brings new ways of playing for small and medium-sized business owners
In the first quarter of 2016, WeChat announced that the threshold for advertising in Moments would be adjusted from 200,000 yuan per ad to 50,000 yuan per ad, and launched a self-service advertising function to optimize the advertising process from the aspects of inquiry, solution implementation, recharge, data statistics, etc. The optimization and function upgrade of social advertising will help Tencent to tap more small and medium-sized brand advertisers; Weibo has strengthened its support for social e-commerce, deepened the ecological operation in the micro-e-commerce field by increasing resource investment, and helped influencers realize the monetization of their influence.

According to official Weibo data, as of early December 2015, the number of Weibo e-commerce self-media has expanded to more than 500 people, with a total of more than 1.11 million posts in the e-commerce field and a total of 6.1 billion reads by users.

Analysy believes that social media marketing can help companies approach and attract consumer audiences, especially for small and medium-sized enterprises, helping their businesses to accurately reach target groups with needs and maintain interactive connections at a relatively low cost.

❸ Social media deepens the layout of programmatic trading market, and the combination of social advertising and programmatic buying technology has huge market potential

According to Analysys Qianfan's monitoring data, the top five social applications in June 2016 are as follows:

According to the monitoring data of iResearch Qianfan, the top five social platforms in terms of monthly active users in June 2016 were WeChat (684.368 million), QQ (524.952 million), Weibo (165.842 million), Qzone (58.791 million) and Momo (35.982 million). As of the second quarter of 2016, the five major social applications have all built their own social advertising trading platforms, namely Tencent Social Advertising Platform (WeChat, Qzone, QQ Space resource access), Fanstong and MOMO Ad Exchange.

Analysy believes that social applications are based on the Internet social relationship network, carry multiple service functions such as information, entertainment, and consumption, and have abundant advertising traffic and advertising value. Social media has built its own advertising trading platform and reduced its reliance on third-party Internet service providers. This, to a certain extent, reflects the current strong demand for social advertising traffic in the market, and demand-side platforms are willing to participate in social advertising purchases and bidding transactions.

At the same time, social advertising platforms have become more sophisticated in their management of their own advertising. Based on programmatic buying technology, their ability to control advertising traffic distribution has gradually increased, and their ability to command advertising premium has improved. At the same time, as big data marketing becomes increasingly mainstream, the technological gap between manufacturers will gradually narrow, and technological homogeneity will inevitably lead to Internet advertising market participants focusing on vertical service capabilities, market resource possession, industrial chain integration, and innovation capabilities.

3. Search engine marketing grows steadily amid credibility crisis.

In the first half of 2016, the market size of China's search engine operators was RMB 38.82 billion, a year-on-year increase of 12.6%.

Compared with the first quarter of 2016, Baidu, Google China and Sogou still occupied the top three positions in the market in the second quarter, and their market revenue share continued to increase. Baidu continued to maintain a "monopoly" position.

In the first half of 2016, China's search engine marketing market showed the following characteristics:

❶ Strengthen resource integration, connect online and offline, and integrate with vertical fields

Various manufacturers have made more in-depth layouts in mobile search . Baidu uses search engine as the core of traffic and technology to connect Baidu Nuomi, Baidu Baike, Baidu Maps, etc., and more closely connect user search needs with consumption, services, content, and travel. Baidu launched Baidu Baike and announced that part of the commission for Nuomi would be waived, among other actions, to strengthen the ecological layout of "Search+".

Sogou Search continues to focus on vertical search services, and has successively launched vertical search services in multiple fields such as Zhihu, literature, medical care, and academia, and has obtained exclusive search content through cooperation with Tencent and Zhihu.

Search engine service providers will expand the coverage of existing search businesses through industry resource integration, connect online information with offline services, shorten the distance between users and information and services, and further integrate search engines with many vertical fields.

❷ Develop intelligent information services and promote changes in search services

From a technical perspective, based on the usage habits of mobile users, interactive search modes such as voice search, image search, and artificial intelligence services have great development potential. According to iResearch Qianfan monitoring data, Sogou Voice Assistant had 480,500 monthly active users in 2016.

Search engine vendors, leveraging their technological advantages, have focused on providing intelligent information services and promoting changes in search services. In the future, as mobile Internet becomes more integrated into users' lives, the search engine's comprehensive full-network service approach will gradually weaken, and will shift to connecting vertical services with user needs by integrating into various applications and scenarios.

❸ The concept of portal is extended, and search engines extend their tentacles to emerging business areas

In recent years, cutting-edge technology fields such as virtual reality, driverless cars, and the Internet of Things have made breakthrough progress in commercial popularization. A series of consumer-grade hardware products for mass users, represented by virtual reality helmets, drones, and smart homes, have been launched one after another, which has not only completed consumer education but also made related markets more active. An industry ecosystem is also gradually taking shape.

The emergence of new hardware products means new opportunities for search engines - the demand for information integration has a new physical platform to carry it, and the extension of the concept of portal is further expanded. Guided by the previous experience of search engines missing out on the portal advantage of the mobile Internet , search engine operators will rely on solving information integration needs and actively explore emerging business areas to achieve the goal of seizing the portal advantage.

❹ Make up for the shortcomings of the service ecosystem and realize the connection between people and services
After the rise of mobile Internet, the development strategy of "connecting people and information" formed by search engines in the desktop Internet era gradually ran into difficulties. When processing scenario-based user search behaviors on mobile devices, search engines’ approach of simply displaying search results is far from meeting the specific service needs behind user search behaviors. After getting information feedback from search engines, users usually turn to other applications or products to meet their service needs.

Therefore, "connecting people and services" has become an urgent demand in the current development of search engines. Each search engine operator will actively improve the construction of a service system that is closely related to the back-end of the search behavior chain, strengthen control over all aspects of user search behavior, and bring user sedimentation to the ecosystem centered on the search engine.

❺ False advertising is rampant, and search operators are facing a credibility crisis

In May 2016, the “ Wei Zexi incident ” unveiled the secret of Baidu’s purchase price ranking. The medical industry has a large amount of budget for advertising on search engines and search alliances, and is an important industry for monetizing search business. Strengthening the supervision of medical advertisements or even banning them will have a significant impact on the marketing revenue of search engine manufacturers.

While medical advertisements contribute advertising revenue to search engines, search engines, as important traffic portals, also bear a higher credit endorsement risk. False advertising information is bound to affect the user reputation of search engines. Search engine manufacturers need to carefully weigh the pros and cons of medical advertisements and find a balance between commercial value and social value.

4. Mobile marketing has entered a period of diversified explosion, connecting online and offline to help brand customers integrate marketing.

According to Analysys data monitoring, the scale of China's mobile marketing market reached RMB 90.5 billion in 2015, and is expected to reach RMB 149.32 billion in 2016, a year-on-year increase of 65%.

With the rapid development of mobile Internet and the widespread penetration of mobile terminal devices, the commercialization process of mobile marketing has accelerated. Analysys found that APP advertising has grown steadily, accounting for 25.1% in 2015; the proportion of mobile video advertising has increased slightly, accounting for 12.7%; the proportion of mobile search advertising has decreased slightly, accounting for 46.5% of the overall mobile marketing market in 2015.

In the first half of 2016, China's mobile marketing market showed the following characteristics:

❶ Brand advertisers are more aware of mobile advertising , and the scale of mobile advertising continues to expand

With the widespread popularity of smart phones and the migration of users to mobile terminals, as well as the continuous introduction and popularization of mobile advertising formats with stronger information communication, traditional brand advertisers are more accepting of the mobile Internet marketing model, and brand advertisers' awareness of mobile advertising has gradually increased, laying the foundation for the scale of mobile advertising.

❷ User identification is more concrete, and the value of scenario-based marketing is recognized

With the vigorous development of mobile Internet, LBS scenario-based marketing has been able to penetrate into all aspects of users' lives and into their real life and work environment. Based on users' different interests, data mining and labeling management are carried out on demand points in different scenarios to determine users' current needs and pain points. Accurate and targeted marketing information is pushed based on time, location and status. Product and service information that is closer to target users is pushed, making merchants' marketing information more accurate and personalized, and realizing mobile marketing information display for different users. In 2016, scenario-based marketing methods will become the key point of marketing vendors' layout and competition.

❸More mobile marketing carriers

At present, mobile marketing carriers are displayed in the form of soft articles and pictures. With the fast-food consumption of information by users and the enrichment of scenes, it is not only limited to static scenes. Mobile marketing scenes in dynamic scenes such as walking and driving are also becoming increasingly frequent. Users need to read, watch and listen, and their multiple sensory organs receive mobile information that they are interested in and concerned about.

At the same time, with the development of mobile Internet technology, the number of screens users come into contact with tends to increase. Smart watches, glasses, bracelets, and virtual reality devices are gradually enriching mobile terminal carriers. The form of mobile marketing presentation needs to be more universal. Multiple factors have given rise to the transformation and evolution of mobile marketing content and terminal carriers. In the future, gestures, audio, robot voice assistants and other content carriers may be widely used in the mobile marketing market.

❹ The lack of high-quality mobile advertising traffic is gradually being alleviated

The lack of high-quality advertising traffic on mobile devices has gradually been alleviated, and opportunities have emerged for the development of supply-side platforms. Large media integrate their own traffic with external traffic by building their own open supply-side platforms, and create marketing platforms through traffic control and full industry chain layout.

Third-party manufacturers, relying on their early experience in mobile traffic management optimization and their differentiated service capabilities, have become an important link in the programmatic buying advertising industry chain. Due to the growth of mobile traffic, the parallel operation of diversified transaction models such as private programmatic buying and real-time bidding, the market's requirements for supply-side platforms have increased and the value of supply-side platforms has been further deepened.

5. Programmatic buying is growing rapidly, and mobile has become a new driving force.

In 2015, the scale of China's programmatic advertising market was RMB 10.47 billion, with a growth rate of 100.2%. It is estimated that by 2016, the scale of China's programmatic buying market will reach RMB 18.55 billion, a year-on-year increase of 77.2%.

Analysys believes that as the industry matures and market awareness increases, the programmatic buying market will continue to grow rapidly. Currently, China's programmatic advertising market is in a period of rapid growth. On the one hand, this is because programmatic buying has been widely recognized by the market and the RTB market has grown rapidly; on the other hand, it is because large brand advertisers have a full understanding of the PDB transaction method and the help that programmatic buying can bring to their brands. At the same time, mobile programmatic buying was officially launched into the market, becoming a new growth driver for the market.
Analysys believes that in the first half of 2016, the programmatic buying market showed the following three characteristics:

❶ Advertising formats continue to enrich

The mobile advertising market, which used to be dominated by Hero App, advertising alliances and points walls, can no longer meet the rapidly growing advertising needs on mobile devices. As programmatic buying is applied on mobile devices, advertising formats represented by mobile video ads are growing rapidly. Programmatic buying has entered a golden age of media resource grabbing on the mobile side. DSP connects to massive media resources to meet advertisers' one-stop delivery needs.

❷ Resource integration accelerates industry development

Since programmatic buying speeds up the circulation of media resources within the mobile system, the contradiction between the huge demand for advertising and the scarce high-quality advertising resources on the mobile side will become increasingly obvious in the future. At the same time, contradictions also promote the progress of the industry. More mobile manufacturers realize the value of the mobile advertising market and join the mobile programmatic buying market, driving the vigorous development of the industry.

❸ Accurate matching of advertisements and media

6. Native marketing has entered a new stage of scenario marketing.

Before the concept of "native" was proposed, rudimentary native advertising had already appeared, mainly used in search, information services and other companies; in 2012, native advertising gradually became known to the industry, and the first generation of native advertising represented by information flow emerged, and social, information and other companies successively launched information flow advertising ; as people's understanding of native advertising continued to deepen, many applications joined the ranks of native advertising, and gradually developed the second generation of native advertising with richer forms, deeper content, higher technical content and wider application range.

In the first half of 2016, the native advertising market showed the following characteristics:

❶ Native advertising has gradually evolved from native form and native content to higher-level scene native.

Form native, content native, and scenario native are the three stages of native advertising development. Form native advertising is currently the most important native advertising, content native advertising is the focus of current native advertising development, and there will be more high-quality advertising results in the future. Scenario native advertising focuses on the scenarios in which users obtain content, which is at a higher level and is the future development direction of native advertising.

❷ The production and delivery of some native ads are moving towards scale and automation, while ads that are difficult to scale rely on more creativity and features.

The production and placement of native ads can be divided into two types: scalable and difficult to scale. Ads that are difficult to scale rely more on continuous innovation in form and content. With the continuous advancement of technology, more and more types of ads will gradually achieve large-scale production and placement in the future. At the same time, many companies are developing advertising scale and advertising creativity, such as Cheetah Mobile, which are pushing the production and placement of native ads towards a more mature direction.

❸ Increasing data and computing power requirements connect users, advertising, and online content.

As native advertising continues to develop, the data and computing power requirements that match it are also increasing. Companies need broader data dimensions, larger data volumes, and stronger data analysis capabilities to accurately locate users, accurately analyze the web content that users browse, and link appropriate users, advertisements, and web content together.

7. Cross-media collaboration, integration of industrial chains, and increase of market resource share.

Analysys found that e-commerce, search, video, social, information and other media have begun to seek cooperation in order to increase user traffic, advertising resources and achieve full-chain marketing.

iQiyi launched its mall and simultaneously released the same products as its hit dramas, integrating entertainment and lifestyle services to accelerate monetization; Baidu teamed up with Mango TV and LeTV Video to combine the huge entertainment search traffic with the strong entertainment IP of video media, allowing the high entertainment traffic of Baidu's engine to find an outlet, thereby increasing the advertising traffic of the video media platform and realizing full-chain marketing from search to interaction and entertainment; Alibaba Group will join forces with Baidu, Youku, Weibo, and Sina Sports to establish cross-media resource cooperation for the Olympic Games, covering relevant advertising resources during the Olympic Games. Alimama will form a merchant service team for this joint marketing to provide all-round services to brand advertisers.

8. The "Interim Measures for Internet Advertising Management" was issued, and market order gradually became standardized.

The State Administration for Industry and Commerce held a meeting to review and approve the Interim Measures for Internet Advertising Administration (hereinafter referred to as the “Measures”), which will come into effect on September 1, 2016. With the development of Internet advertising technology, the form of Internet advertising continues to evolve, and fraudulent and misleading advertising forms are flooding the market. The introduction of the "Measures" further regulates the responsibilities and obligations of Internet advertising operators and Internet advertising service providers in engaging in advertising commercial activities.

Analysys believes that the concept of native advertising has been widely recognized in the market in recent years, but there is a lack of clear understanding of the definition of native advertising.

The issuance of the Measures requires that advertisements be clearly identified, so the idea of ​​“flattening the boundary between advertisements and content” is not feasible. The crude interpretation of “disguising advertisements as content” as native advertising does not meet the development requirements of the advertising market. In the process of exploring the native nature of advertising, Internet advertising operators focus on combining advertising with user experience, while understanding the deep-seated needs of users in the process of receiving information and services, and displaying advertisements as valuable information. Let users start from their subjective emotions and be willing to click, share and other behaviors to achieve real and effective advertising reach.