To understand mobile Internet advertising, you will understand after reading this article!

In fact, before promoting mobile KPI, we need to have a certain understanding of mobile Internet advertising.

What are the main types of mobile Internet advertising ?

The above chart shows the data recently released by iResearch. From the chart we can see that the top five market shares in Q1 2016 are as follows:

First place: Search engine 33% 17.9 billion yuan

Second place: e-commerce platform display advertising 25.6% 13.9 billion yuan

Third place: Brand graphic advertising 13.4% 7.28 billion yuan

Fourth place: Video advertising 101% 5.48 billion yuan

Fifth place: Navigation, portal and various information flow advertising 9.1% 4.94 billion yuan

Internet advertising in the first quarter of 2016 reached 54.3 billion yuan, a year-on-year increase of nearly 40%. Judging from the top five, search engine advertising is still the largest form of advertising in the entire Internet and even in the mobile Internet . Judging from Baidu's dominance, Baidu is the biggest winner in the entire Internet advertising.

The second is e-commerce and travel platforms represented by Taobao. Brand graphic advertising ranks third due to its high unit price and large budget of brand owners, but it is showing a downward trend. Video advertising is a new trend and is growing rapidly. Finally, programmatic buying, with information flow performance advertising represented by Guangdiantong , Zhihuitui, Fanstong , Momo, Sina Fuyi, Toutiao, Yidian Zixun, etc., has become the main battlefield for advertising placement for small and medium-sized enterprises.

We say that wherever the user's attention is, there the advertisement is. The above data just proves this point. Users' attention is shifting to mobile devices, and they spend longer time on social apps and video apps, especially social apps represented by WeChat, news apps represented by Toutiao, and video apps represented by Tencent Video.

For a long time in the past, when talking about Internet advertising, we must talk about Baidu. Its strong brand power, excellent search engine experience, and massive search distribution channels, especially ace channels like hao123, have led more and more Chinese people to use Baidu and become accustomed to Baidu. It can be said that Baidu Search covers the majority of domestic users, with daily active users probably in the hundreds of millions. It is a top-notch media and a must-choice for business owners to place advertisements.

"Just search Baidu and you will know", this is the power of Baidu. As a search engine, it directly locks in the purchasing needs of users. When we want to seek medical treatment, travel, or receive training, most people will choose to open Baidu to search for information, learn about brands, compare prices, and finally choose to buy. Sometimes, people will directly search for a brand name to decide whether to buy it. At this time, Baidu seems to be a shopping guide, guiding you to buy this instead of that.

As a result, automobiles , travel, medical care, education, insurance, etc. have become Baidu's largest advertisers. Of course, Baidu has played a key role in the development of Internet advertising. It has spared no effort to promote Baidu's advertising products and used a large number of products and technologies to improve the Baidu advertising system, including various new products developed for industries and activities. These have made Baidu the biggest winner in Internet advertising from the past to the present.

But now it's different. Users are being diverted, just as users' attention on Weibo is gradually being shifted to WeChat. Baidu is facing diversion from various mobile apps. Although Baidu Mobile Search still dominates the search field, users now need Baidu less and less. In the past, we had to search on Baidu to watch videos, but now we can directly open the Youku app to search for videos; in the past, we had to search on Baidu to shop, but now we can directly open the Tmall app to shop.

Therefore, the giants have invested heavily in APP search, and even WeChat wants to control the distribution of APP. Because in the short term, APP is the mobile Internet, and users are more accustomed to opening APP rather than browsers .

On the other hand, in the past, the best form of advertising was search display. Now it is different. Native advertising is popular, APP opening screen and video advertising are in full swing, especially Moments advertising, which is learning from Baidu's successful experience and taking the programmatic path to make advertising simpler and reduce manual intervention and communication.

Summarize:

The main forms of mobile Internet advertising include search, native, video, brand graphics and text, and information flow. Among them, native, splash screen, and video will become the first choice of brand owners, while information flow advertising will gradually replace search and become the favorite of small and medium-sized enterprises. It is still unknown where application search advertising represented by APPSTORE will go. In terms of advertising brands, the focus should be on Tencent, because B and A in BTA have already occupied the top two positions in the advertising field. With the overall rise of WeChat and the development of pan-entertainment, Tencent, which controls social networking, will have endless traffic. As long as it invests enough technology and manpower in commercialization, Tencent Advertising will be able to compete with the top two and even surpass them.

What are the advantages of mobile Internet advertising?

Whether it is search advertising or Moments, the biggest advantage compared to traditional offline advertising lies in digitalization.

I have talked about the three elements of advertising before: resources, evaluation, and KPI. After setting KPIs around your goals, you need to find suitable resources that match your target users; after the launch, have you achieved the KPIs? In the past, the main focus was on sales, but there is no accurate figure on how much advertising actually boosts sales. Did anyone see this advertisement? What is the conversion rate ?

After placing Internet advertisements, I can track user access data through links and how many clicks it brings? How many registrations? How much to buy? You can see them clearly. The more accurate the evaluation, the bolder the investment, and it can be optimized in real time, so increasing or decreasing the budget will be more targeted.

When we access the mobile Internet, our access records are tracked through technology and then precise positioning is achieved . This is also the biggest advantage of the Internet. For example, when you often look at cars through Toutiao, you will often see various car promotional advertisements; or when you search for cars through Baidu and visit various news websites, you will also see car-related affiliate ads.

Through region, time, device, user tags, etc., invalid advertising can be filtered out and accurately retrieved. The goal of Internet advertising is to allow people who truly need the advertisement to see the advertisement. On the one hand, there is a need to achieve more accurate positioning of the population, and on the other hand, there is a need to innovate the form of advertising, so native advertising was born.

For example, circle of friends. Its advertising formats are constantly innovating, and there are strict requirements on advertising materials and promotional content. Products cannot be vulgar and false, nor can they have blatant marketing appeals. They should be more interesting, turning advertisements into content.

On the other hand, compared with brand display ads and programmatic ads, programmatic ads are more popular. For example, if there is a fixed advertising spot displayed by Tencent, you cannot achieve user targeting, which will result in advertising waste. However, if you use Tencent’s programmatic advertising platform, you can achieve user targeting, control the budget, and optimize in real time.

Of course, this does not mean that fixed ads are not as good as click-based performance ads. After all, fixed ad positions have more prominent display effects and can make users remember the brand more.

In addition, some mobile Internet advertisements cannot be digitized. For example, when doing paid ranking manipulation on APPSTORE, it is impossible to evaluate the ratio of users who search for brand words for free and for paid purposes. Therefore, it is difficult for advertisers to allocate too much budget to this. This is one of the reasons why app store ads are not popular enough.

With the gradual popularization of mobile Internet, scene marketing has received attention. When the user is at get off work, when the user is getting off work, when the user is using the toilet, when the user is shopping; when the user returns home, when the user is at the airport, when the user is in the business center; what is the user doing? What kind of content and advertisements are appropriate to push to users at this time? Based on the usage scenarios of mobile phones, mobile Internet advertising is providing solutions.

Summarize:

The biggest advantage of mobile Internet advertising is big data , which can be used to gain insight into user needs, lock in target groups, and filter out invalid visitors. Provide the best marketing solution based on the usage scenarios of mobile phones.

How does mobile Internet advertising work?

The principle of mobile Internet advertising is mainly bidding. Why bid? In order to maximize traffic benefits.

In the past, many platforms only sold to brand customers, resulting in a large amount of surplus resources that could not be sold. After being developed into a bidding advertising platform, small and medium-sized business owners can bid in real time. More importantly, the bidding advertising effect is controllable, the unit price is lower, and precise positioning can be achieved. Therefore, it is more popular with small and medium-sized business owners and even large business owners. After all, large enterprises also pursue efficiency.

Let’s take Baidu as an example to illustrate the principle of bidding advertising.

How to display ads when users search for car keywords? The core goal is to maximize profits without interfering with users. Since Baidu keywords are calculated based on CPC, the formula is:

Maximize click revenue = Maximize single-click revenue = Maximize single-click price x Maximize single-impression click rate

The first logic must be price. Whoever bids the highest will be ranked first. But the question is, what if the company with the highest bid has no relevance to cars? This will hurt the user experience.

So the second logic should be relevance, non-relevant products cannot be displayed.

If a business is relevant and the bid is high, but users don’t click on it. For example, if someone searches for cars, the click-through rate of the number one ranking is extremely low, so the maximization of click revenue does not hold.

So the third logic is the click-through rate of a single impression, which is the so-called click-through rate. Incorporating correlation into it introduces quality metrics.

While maximizing profits, the needs of advertisers must also be taken into consideration, so a positioning system needs to be added, subdivided into region, time, population attributes, etc.

Extrapolating to other advertising platforms, such as Guangdiantong, their revenue maximization is also achieved by maximizing the cost per click and maximizing the single display click.

The same is true for app market advertising, that is, maximizing the revenue per display. For example, when placing an advertisement for an APP, it is required that when a user searches for a certain keyword, the first bid is high and has a good click-through rate.

The trick to placing mobile Internet ads is to grasp the principles of ad development on the one hand, and to do a strategic analysis on the other, namely the traffic trends of the entire market, where the optimal traffic is, and the strategies of competitors. When there are fewer competitors, the competition price will be lower, the traffic will be more, and the effect will naturally be better.

Summarize:

The principle of mobile Internet advertising is bidding, and the core is to grasp the three important factors: bidding, click-through rate, and targeting. Different platforms set different weights for click-through rate, but the core is still centered around the conversion rate from display to click. For example, the app market has a more complex weight setting for click-through rate, which includes the relevance of keywords to app names, app descriptions, number of downloads, download comments, user activity, and so on.

The second thing is to understand the entire market, give priority to investing in major media, pay attention to competitors' movements, and grasp the bidding opportunities. Of course, building a good conversion funnel is a prerequisite, and real-time optimization is also essential.

How to place mobile Internet advertisements?

Annual Recommendation Series (IV): Internet Marketing Combination Methodology

In the PC Internet era, the mainstream approach is to use traditional advertising to increase awareness and improve brand index, which is equivalent to opening; and to use Internet advertising to achieve conversion and improve sales performance, which is equivalent to closing.

Faced with the transformation of mobile Internet, the way traditional advertising used to expose brands and the way Internet advertising used to close the channels are changing.

In the era of mobile Internet, social marketing has received attention. The general process is: topic planning - Weibo, WeChat Meipai - sharing and reposting by celebrities - Weibo topic rankings or WeChat hot articles - triggering traditional media, WeChat big accounts, and netizens' heated discussions, and finally going viral on WeChat Moments.

The integrated mobile Internet advertising strategy is:

Media hype - programmatic advertising trial - social marketing explosion - media public relations and marketing activities - online and offline brand advertising to build awareness - event marketing to promote conversion - all-media mobile Internet advertising harvest (search, information flow, native, video)

Of course, the actual operation is not fixed, but it is no longer a one-time hard brand advertising to build awareness and Internet advertising to close the gap. In an era when user attention is fragmented, only by integrating media public relations, programmatic advertising, hard brand advertising, social marketing, and event marketing can better results be achieved.

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This article was compiled and published by (APP Top Promotion) by @刘渝民. Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!