Next decade: Why you're standing in the wind of the second digital advertising revolution
Luo Yonghao's feelings have not yet hit the big golden egg in the mobile phone market, Sina "content brother" Chen Wei's departure but deeply poked the Internet people's portal feelings. The era created by Chen Wei embodies the memories of too many media people and advertisers who will eventually die. In 1999, the second year that Chen Wei entered Sina (then known as the "four-way side"), Sina received a single advertising fee of $300,000 from IBM, an unprecedented sum of industry significance: it foreshadowed that China's online advertising market has begun to mature, the spring of online advertising has come.
Nearly five years later, in 2003, Chen was promoted from the then editor-in-chief of the news center, Ping Step Qingyun, to senior vice president and editor-in-chief. The boom in online media with portals as its core has led to the prosperity of online advertising, known as the "China Internet Advertising Year" in 2003: First, the overall blowout of the online advertising market: affected by SARS, people's online consumption time increased sharply, the number of Internet users from 30 million to 80 million, when China's online advertising market for the first time exceeded the 1 billion yuan mark, an increase of up to 112%. The second is that search ads other than display ads have begun to show great potential in that year. Once again, the network advertising industry chain matured, China's first network advertising company Huayang United in that year set up operations. China's digital advertising industry thus entered the first decade of golden development.
2003-2013: The first search engine-driven industrial revolution
Just as steam and electrical technology driven the two industrial revolutions, technology was the central driving force of the two revolutions in digital advertising. Early display ads only "relocate" traditional advertising to the network side, but do not give full play to the core value of the Internet's multi-information chain, and the development of search engine technology makes the network advertising has a greater imagination space.
As early as 2004 Baidu has created a daily daily price of thousands of dollars per word advertising record. By 2008, when Chen Wei was the Olympic torchbearer, China's search engine advertising market reached 5.03 billion, portal revenue scale of only 4.74 billion, search engine advertising scale of the first super portal advertising, after which search engines have long been the number one position in China's Internet advertising. In 2012 Q3, Baidu even surpassed CCTV to become China's advertising revenue first enterprise. In 2012, the industry has speculated that in 2013 Baidu will surpass CCTV as China's first advertising media, although there is no solid financial results after that, but also see the search engine advertising in the digital advertising industry weight-lifting influence.
In his popular book Search, John Bartley talks about search engines as a window of interest and desire to the world. According to Philip Kotler's classic definition, the essence of marketing is the process of satisfying desire, so the search box based on hyperlinking technology has become a great artifact for product-linked consumers. In fact, search engines can set off a digital advertising revolution, because of the technology brought about by the "high accuracy, easy to measure the effect, pay-per-click, low threshold" and other more optimized delivery experience and higher delivery efficiency.
In addition, video marketing, social marketing, mobile marketing and other more rich and diverse forms of digital advertising in the past decade, has become a golden age of China's online advertisers.
Next decade: Programd purchases detonate a second industrial revolution
Similar to the first industrial revolution triggered by search engines, procedural buying is also in the PC, video and mobile and other multi-terminal advertising traffic continued to explode in the background, the industry needs more sophisticated innovative technology to improve delivery efficiency, thus the birth of the entry-level budget management platform. Huang Xiaonan, founder and CEO of Pinyou Interactive, calls procedural buying the engine that changes the digital advertising industry chain, "it is not an advertising category parallel to portal advertising, video advertising and other media, but a technology engine to improve the efficiency of all display ads, structured at a level between advertisers (agents) and the media." "
Similar to Baidu's situation that year, leading companies and experts in the field have become hot guests in major industry exchange forums as the changes generated by procedural purchases deepen. Recently held in Guiyang, the 21st China International Advertising Festival, the Great Wall Awards for the first time focused on the field of procedural buying, inviting the pioneers and leaders in the field - product friend interaction as a review, in accordance with the most stringent professional standards and the most cutting-edge international perspective, interpretation of procedural purchase of this advertising industry the most cutting-edge and profound changes, a drastic embrace of big data, large-scale communication, large-scale integration of industry trends.
As for the substance of procedural buying, there is a segment that is widely circulated in the industry: the boss of an internet company was surprised to find that an adult goods advertisement appeared on his website, and angrily he immediately called the sales team to shout a reprimand, accusing them of selling advertising space without picking on customers. The next day, everyone in the company knew that the boss was using the company's computer to browse adult websites.
This paragraph graphically illustrates the strong audience recognition and purchasing power of procedural purchase, program purchase is with the launch of China's first DSP system in March 2012 and one after another docking Taobao TANX and Google advertising trading platform ADX, only gradually sprouted in the local, after the development of 2013 in 2014 to mature. When a user browses a media resource, the media transmits the user information and ad bit information to the advertising trading platform, the buyer according to the user information, mapping the ratio to their own big data resources, through the user portrait, judgment value, decision bid and other procedural methods of purchase, such as multiple buyers can be through bidding methods (such as RTB, realtime, real-time bidding) to determine attribution. Once the purchase is complete, the buyer's ad content appears in that media ad space. All of the above steps are completed in 0.1 seconds and the user does not feel the difference.
In fact, the development of procedural purchase has been far more than the use of RTB technology to help customers solve audience recognition problems, more advantages have emerged. According to Huang Xiaonan, RTB program purchase has now accounted for 10% to 20% of the market budget of Internet advertising transactions, this part of the resources belong to the extreme effect of traffic customers, such as e-commerce, games and some small and medium-sized enterprises. With the maturity of programmatic technology, large advertisers on the top quality media programmatic management demand is also growing, the product interaction trend launched China's only PDB (Programmatic Direct Buy, private programmatic purchase) products, to fill another gap in programmatic purchase.
PDB products after the launch of the market has received a positive response, according to Yangshi Ritchie Data Solutions General Manager Song Xing in an interview: "PMP (PDB in the market is sometimes referred to as PMP, but in fact there is a difference between the two, is often mixed." The PMP in this article is the meaning of PDB's private programd purchase. It brings new life to brand advertisers, and now more than 80% of the customers I'm serving have a strong interest in PMP, 50% want to try it right now, and 20% are already implementing it. "
After more than two years of development in China, advertisers have fully embraced the trend of eruption. Take Pinyou Interactive as an example, the number of service brands more than 1500, in China's world's top 500 enterprises, more than 90% chose to cooperate with Pinyou DSP platform, the number of customers is still growing at a quarterly rate of 50%. Interestingly, these customers cover almost all industries, all sizes, all types of brands.
As search marketing becomes less cost-effective and dividends run out, more and more advertisers are focusing more on optimizing display ads, and American Express and Procter and Gamble, two marketing giants, have announced that they will use programed purchases for 100% and 75% of their digital advertising budgets. In China, program-based buying companies, represented by pin-friend interactions, have established a product matrix of "RTB-PDB-DMP" to help advertisers recognize and app-based purchases, and large advertising agencies have echoed this, with almost all large advertising agencies set up trading desks to meet the growing demand of advertisers. Data show that the United States in 2017 through the program to buy digital media will account for 83%, and by 2019, program purchases in China will be more than 20 billion market size. This has made the display ads that have been surpassed by search marketing show the trend of anti-super, and set off the second industrial revolution of Digital Advertising in China.
The wind is coming, are you ready?
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