Mobile Internet Advertising Guess: Love deeply or leave
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As a veteran mobile Internet user, I have experienced many smartphones, tablet computers, etc. The configuration and screens of mobile terminals are getting bigger and bigger, and mobile advertisements are becoming more and more unbearable. The term "mobile Internet advertising" was a very cool and attractive term three or four years ago. But today, this concept seems to have become synonymous with "dirty, messy and poor", and has been exposed many times by many media including CCTV. The black industry chain is shocking, and the problem still exists today. Due to the fact that the mobile Internet industry currently has no clear profit model, the bulk of revenue can only come from advertising, even though the user experience is very poor. At the same time, due to factors such as the screen size of mobile terminals, the existing mobile advertising model is still very backward and still remains in the traditional PC era. It is time to be subverted! Today I will talk about the ideal mobile Internet advertising model in my mind. This is my personal opinion and is for reference only. Enjoy beautifully designed ads Everyone loves beauty. It's simple. What we want in mobile Internet ads is interesting and fun content, interactive, and even better, some bonuses from time to time. Mobile ads are not all scourges. Beautifully designed ads are also a kind of beauty, such as various aesthetic wallpaper applications. However, the existing mobile advertising is far from meeting the requirements. Various vulgar advertisements occupy our 4-5 inch mobile phone screens. Mobile phones have become a colony of advertisers and cannot be moved unless they are not used. Everyone still remembers that in September 2012, Kingsoft and 360 successively launched the function of blocking advertisements in their mobile clients, which was soon boycotted by a large number of mobile advertising agencies and advertisers. The matter caused a lot of controversy for a while, but in the end there was no follow-up. This shows how unpopular mobile Internet advertising is. It is sad and lamentable that advertisers are struggling for petty profits. From the industry's perspective, mobile Internet advertising is currently in its infancy, just like the early stages of socialism, where everyone is crossing the river by feeling the stones. Whether it is software, hardware or consumer application habits, there is still a long way to go. But this does not mean that mobile advertising practitioners can just sit back and relax. Only by constantly denying ourselves and innovating can the entire industry keep moving forward. The gold rush in mobile Internet was started by Google and Facebook. Their advertisers, advertising technology, advertising formats, and even control over advertising effects are all industry leaders. However, in China, the existing mobile Internet advertising model (legal form) is still mainly based on the traditional patch form, which is usually pre-made in various apps and platforms, with a deep entrance and occupies the originally small mobile phone screen. This is very unfair to advertisers and users, with poor advertising effects and poor user experience. These two items have become the two major weaknesses in the development of mobile Internet advertising and are also the biggest pain points. It will be difficult to resolve the above two contradictions by relying on the existing model, and mobile users including the author will continue to suffer. A new way of thinking is bound to be needed to subvert the industry so that mobile advertising can be reborn from the ashes. Users share advertising bonus I attended a mobile advertising seminar a few days ago. The theme was to explore what new situation could be used to break the current predicament of mobile advertising. There were many constructive views at the meeting. When I heard that a manufacturer planned to use the mobile phone dynamic wallpaper mode as a platform and make concessions to users, thereby subverting the existing advertising model, my eyes lit up. It is reported that the wallpaper is called Wei Le, a new product of NetQin. It is found that as a platform entry application, Wei Le dynamic wallpaper has the characteristics of direct access to users, which makes it possible to integrate peripheral functions. The new platform can realize "mobile entry" and "intelligent technology". Users do not need to click on the APP. In the future, they can complete the full experience of searching, listening to music, purchasing and downloading through the surface wallpaper. The main wallpapers include many popular movie and TV and celebrity wallpapers, such as "Beijing Love Story", Yu Quan 3D dynamic wallpaper, and Zhang Xinyu's "Pa Pa Three Kingdoms" mobile game series. In addition, it is also connected with mobile games, fast-moving consumer goods, etc., and has certain media platform attributes, which looks quite "high-end". The author found that the app uses a balloon lock screen. You can unlock it by turning it to the left, and enter XX e-commerce by turning it to the right. If you pop the balloon, you may get a small gift such as a coupon. From the perspective of user experience and advertising effect, this form is very novel, interesting and attractive. The author played it for half an hour without realizing it. This situation only happened on various IM tools and news clients before. A friend who works in Silicon Valley told me that mobile phone dynamic wallpapers are very popular in the US market and have become an important traffic entrance. Many giant companies are also trying to use dynamic wallpapers as a carrier to build advertising search platforms. At the same time, combined with the coupon model, it is very likely to subvert the existing mobile Internet ecosystem. I think that no matter what the future holds for dynamic wallpapers, the mobile Internet advertising market has long been ripe for a change. Advertisers, if you still don’t love us and can’t let us enjoy the fun of advertising, then please return the mobile screens to us, thank you! (End) 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. |
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