Digital advertising visibility has been questioned, what kind of exposure does the brand owner need?
Speaking at IB's annual leaders' meeting, Procter and Gamble, the world's largest advertiser, pointed to the visibility, transparency, monitoring and anti-cheating of digital advertising. So far, the topic of "visibility" has officially aroused great concern in the global digital advertising industry, which will be the focus of advertisers 2017.
In the past few years, big data marketing, procedural advertising, bidding and other advertising technology leapfrog development, for domestic digital advertising to provide a more direct effect of the possibility. Industry-leading companies through joint research to establish a data platform, technology products, to promote the industry forward.
In 2016, the first "all-network bottom business behavior data management platform" was officially launched, not only to provide brand owners with scientific and rational big data marketing guidance, while data docking technology program advertising platform, for the delivery screening out more likely to buy consumer target audience.
Digital advertising should also have a more visible and innovative form
However, when technology advertising by the brand owner, there are no shortage of pseudo-technology companies involved in the mess, this time Procter and Gamble voice, meaning that "visibility", "transparency" will become the most important prerequisite for the brand owner to choose cooperation, which will also become the industry shuffle, the survival of the fittest opportunity. This is great news for the entire market, including brand owners and real and effective digital advertising.
The fermentation of this event, triggering industry thinking, the attitude towards technology-driven advertising effectiveness needs to be firm, in addition, digital marketing needs more innovative, more transparent forms of advertising to meet the exposure needs of brand owners.
The first screen is visible, 100% effective exposure
Procedural advertising is characterized by the evaluation of advertising performance based on the delivery data, the "black box" mode makes the brand owner question the authenticity of the delivery and data. Brands hope that through digital advertising technology, brand advertising has more efficient visible exposure.
The difficulty with this requirement is that users' attention is dominated by complex advertising information, exacerbated by the rise of mobile and fragmented time, and the vast majority of ads do not reach users. Occupy the user's attention to the "entry", in the user's "first look" blocking, in order to really solve the "visibility" of the ad problem.
Lighting the screen is the first step for users to operate the mobile phone, send technology mobile phone open-screen magic map will be "large-scale native ads" into the phone to unlock the screen poster position, full-screen display, break the limits of mobile phone advertising display; Mobile phone open-screen magic map innovatively realize the user's on-screen visible excellent advertising performance, accounting for the first entrance to interaction with the audience.
Large-scale quality, native creative content
Ad performance is a major concern for advertisers, but users aren't interested in all ads. This era pan "face value" when the road, good-looking, beautiful, high-quality quality content and carrier can knock open the user's heart.
Mobile phone open-screen magic map with beautiful visual elements and native creative elements for the content of high-definition native wallpaper advertising images, so that users light up the phone, or enjoy the classic origin and brand stories, or feel the emotional resonance and brand spirit, or experience the publicity of personality and brand attitude. High-value content matches high-value media, carefully planned natural "native" content so that users at first sight, advertising is not only visible, but also become the user's expectation of "dessert."
Let the user at their touch, brand focus exposure
Mobile phone open-screen magic map industry for the first time integrated more than a dozen mainstream mobile phone manufacturers system-level mass pre-installed, currently has 50 million daily users. Mobile traffic entry advantage, so that the target user at your touch. Users hand a machine, natural to heavy. Users open the screen a hundred times a day, but the number of ad impressions is limited, focusing on the user's experience. The open-screen magic map will be high-quality visual impact content, display in the user wake up the phone's necessary operation, effectively achieve the brand focus exposure.
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