Pro.cn Advertising Home Dai Tao: Products and technology are core competitiveness

"The precision of Internet marketing has evolved from search marketing to programmatic advertising. The next step will be community and scenario marketing." Cheng Ran, director of the Meihua Research Institute, said this at the second programmatic advertising sharing conference held last week.

According to this statement, scene marketing will become a major advantage of programmatic advertising, which coincides with the concept of AdPro3.0, a new product launched by Pro.cn. It is reported that Pro.cn AdPro3.0 adopts the "scene + programmatic" advertising delivery model, and has created multi-redirection technologies such as scene tracks. With the help of rich scene media, it helps advertisers to push creative ideas on demand after segmenting according to any dimension, meeting the multi-dimensional and refined marketing needs.

DSP, or demand platform, is favored by the advertising industry because of its real-time bidding and customized advertising for a certain audience, and has become one of the development trends of digital advertising. Although there are many DSP products in China, they are highly homogenized. Liu Peng, a senior advertising expert and author of "Computational Advertising", previously stated that the more DSPs are deeply involved in the platform, the greater the opportunities they will have in the future. The newly launched AdPro3.0 by AdPro.cn is different from conventional DSP products. Its biggest feature is that it focuses on scene marketing, which is especially suitable for the mobile Internet era and the current fragmented reading era.

Using technology to drive programmatic advertising is the general trend

The famous advertising guru John Wanamaker once raised a problem that troubled the advertising industry: I know that half of my advertising expenses are wasted, but unfortunately, I don’t know which half is wasted. This is also the issue that advertisers are most concerned about.

Wang Hao, the organizer of the 2nd Programmatic Advertising Sharing Conference and founder of Tech Temple, said in his speech that when the overall economic environment is not good, people's demands for advertising effects will be further enhanced, and the budget for programmatic advertising will increase. Because programmatic advertising transactions further magnify the advantages of combining Internet advertising with product and effect, they are bullish in the industry for a long time.

Dai Tao, general manager of Pro.cn, believes that the essence of the Internet lies in technology-driven development, which also applies to the development of Internet advertising. He said that many practitioners in the earliest advertising companies came from marketing and advertising backgrounds and did not need too much technology other than advertising creativity. Today, more and more programmers are entering advertising companies, and new things such as big data and interactive design are beginning to appear in traditional marketing companies and occupy an increasingly important position. It can be said that under the trend of digital marketing, technology has gradually become the core driving creativity, and sales methods have become auxiliary means.

According to the "Special Research Report on China's Programmatic Buying Advertising Market 2015" released by iResearch, in 2014, the scale of China's programmatic advertising market was 5.23 billion yuan, with a growth rate of 141.0%. It is expected that by 2017, the scale of China's programmatic buying market will reach 18.76 billion yuan.

Target offline entrances and use local scenarios to improve user portraits

The launch of AdPro3.0 at such a time shows that the uniqueness of Pro.cn lies not only in its grasp of the programmatic trend, but also in its insight into the mobile trend and its implementation of localized scenarios.

Dai Tao, who has more than 12 years of experience in advertising and media, said that according to CNNIC statistics, as of December 2014, the number of Internet users in my country reached 649 million, and the number of mobile Internet users reached 557 million, accounting for more than 85%. Under the premise of the popularization of mobile Internet, the popularity of mobile devices has made every place an Internet cafe, whether it is a restaurant or a coffee shop. The only difference is that people are no longer facing a host and a display screen, but a mobile phone and a tablet. Scenario-based can be seen as migrating the online data entry to the offline. High-speed rail and 4S stores are offline Autohome, office buildings, factories, taxis, and supermarkets are offline 58.com or Baixing.com, and movie theaters are offline Time.com. Changes in user behavior have caused the platform to shift its access to information from the PC to the mobile end, and the advertiser Pro.cn responded to this early.

"Within a certain range, the more data dimensions, the more accurate the user portrait is." Dai Tao said, "Using offline data to support online data can be regarded as a small breakthrough in the advertising industry." In the past, user portraits were basically supported by information such as IP and URL. The advent of the mobile era has made it possible to collect more accurate geographic locations and more real-time dynamic information. Relying on offline Wi-Fi deployments such as Xiaoyun, Advertiser Pro.cn has access to hundreds of thousands of WAPs, Internet cafes, websites, apps, software, and scene networks such as airports, campuses, cafes, bars, hotels, and restaurants, which provides strong data support for programmatic advertising.

In the cooperation with customers through the Wi-Fi system, Dai Tao found that the effect of this delivery method can be shown through the number of clicks. It is also because of the characteristics of scene-based marketing that the Advertiser Pro.cn product recently won the "Most Innovative Mobile Advertising Platform Award in 2015".

Promote the development of mobile advertising with product technology as the core

In terms of online data applications, many well-known companies have already made earlier and larger layouts. In comparison, there are far fewer products that focus on offline integration. On the one hand, there is a lack of ready-made experience to learn from in this field, and on the other hand, the offline aspects involved are more complicated. This is precisely where the opportunities for advertisers' products lie.

From single media to SSP, and from SSP to DSP, the development of Advertiser Pro.cn is explored step by step in practice. Dai Tao said that products and technology have always been the core competitiveness of Advertiser Pro.cn, and bringing better advertising effects to customers is its goal. To this end, Advertiser Pro.cn will continue to increase investment and research and development efforts in related technologies. As time goes by, Advertiser Pro.cn's barriers in scenario marketing will become higher and higher. He repeatedly emphasized that scenario is the specialty and advantage of Advertiser Pro.cn.

However, from the current situation, the development of mobile DSP is slow compared to the growth rate of traffic. This is related to the degree of acceptance of the new model by advertisers and their concerns about the effect of advertising. In particular, small and medium-sized customers in the fields of manufacturing and other fields do not have the strength to invest in huge amounts of advertising, and they pay more attention to the benefits of combining product and effect. In this regard, Dai Tao said that in the market cultivation stage, it is necessary for all companies in the industry to work together, and Advertiser Pro.cn will continue to focus on the scenario-based fields in which it is good at, and jointly promote the development of the industry with the upstream and downstream industrial chains.

It is understood that Pro.cn currently has nearly 100 media partners, covering hundreds of thousands of scenario networks such as consumption, public transportation, residences, public facilities and urban hotspots, covering 100 million independent users every day, with 550 million advertising impressions, and is committed to building a "no scenario, no advertising" marketing ecosystem.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.