The Facebook phenomenon has emerged, with three big changes in online advertising in 2016
2015 is coming to an end, and a new year of 2016 is coming to an end. Starting today, I will be launching a series of inventory outlook articles to analyze and dedulate all areas of the Internet.
Today's story is about the 2016 online advertising ad campaign. In 2015, the Internet and mobile Internet reached into all walks of life and all areas of our lives, and shadow ads flooded every aspect of the web. Facebook and Twitter have been very successful in online advertising, especially facebook, which has been so successful with mobile ads that it has even made users fall in love with ads. At home, with the strong rise of microblogging, WeChat and other social platforms, online advertising is taking place a profound change, summed up, I think next year's online advertising will show a distinct "Facebook phenomenon", showing the following three major changes.
One of the changes, to micro-blog, WeChat as the representative of the social platform of the strong development of native advertising, subverting the traditional advertising pattern
A distinct trend in the field of online advertising is the new era of social advertising.
Abroad, Facebook has performed strongly in advertising revenue, which rose 41 percent year-on-year to $4.5 billion in the third quarter. Social advertising accounts for an overwhelming share of Facebook's revenue, which accounts for more than 90 percent of its revenue.
eMarketer, a leading market research firm, predicts that global advertising revenue on social networks will reach $36 billion in 2017, or 16% of the total digital advertising share. The United States and China are reported to account for more than half of the total. In the US, Facebook dominates, while in China it is dominated by Weibo and WeChat. Weibo, for example, continued to grow steadily in advertising revenue this year, reaching $273m in the first three quarters, an average increase of 54 per cent and nearly half a million advertisers.
Network advertising with the development of the Internet has been upgrading, through three eras. The first era with the foreign Yahoo, the domestic Sina as the representative of the portal development, portal display advertising ushered in the outbreak, the second era, foreign Google and Baidu brought the search engine development era, search bid ranking ads prevail, the third era is now foreign Facebook, Twitter and domestic microblogging, WeChat as the representative of the social explosion, so social advertising has become a new mainstream of development.
Social advertising, showing distinct characteristics. I sum up three characteristics that make social advertising the most advanced form of advertising and have the strongest user experience. The first feature is the advertisement is the content, the so-called native advertisement is like this, the micro-blogging advertisement looks like a micro-blogging content, WeChat friend circle advertising looks like the friend circle content. Therefore, the essence of native advertising is content marketing. Weibo CEO Wang Gaofei believes that native advertising will become the mainstream of China's mobile advertising in the next two to three years, I think this time will be faster.
The second characteristic is that advertising is communication, whether it is display ads or search engine ads are only the transmission of information, users see ads equal to the end of communication. Social advertising is not the case, because of its natural social attributes, so there can be secondary dissemination, users see that advertising is only the beginning of the spread, will have snowball-like widespread dissemination. In the case of microblogging, ads are forwarded by users, and ads are disseminated. This WeChat circle of friends ads are slightly inferior, users can only comment, can not forward.
The third feature is also particularly important, which is that social advertising pays more attention to data mining and analysis. Take Weibo as an example, relying on 222 million monthly live users, user behavior covers all aspects of life, so that micro-blogs have a variety of user behavior, interests and other mass data. With this data, advertisers can combine their own products or brands for targeted precision advertising, in the advertising process, but also through the user's forwarding, comments and other interactions to improve the data, forming a virtuous circle.
Therefore, social advertising compared to traditional advertising is really a revolutionary change, advertising is communication, advertising is content, advertising is data, want not to become mainstream are difficult.
Game two: Mobile social advertising is becoming more mainstream, with streaming video ads expected to rise in 2016.
In social advertising, mobile advertising is becoming more and more mainstream. Facebook is a good example for us, with mobile ad revenue accounting for about 78 percent of Facebook's total revenue in the quarter, compared with 66 percent in the same period last year. According to eMarketer, global mobile advertising revenue will exceed $100 billion in 2016, surpassing 50 percent of all digital advertising revenue for the first time. The global mobile advertising market accounts for nearly 40% of the U.S. market, while China is lower, accounting for only 22% of global mobile advertising revenue.
But China's social platforms are catching up. Ai media consulting data show that television advertising, newspapers, magazines, radio, outdoor and other places in the next few years will continue to decline year by year, mobile advertising is ushering in explosive growth, is expected to reach 19.6% in 2016 and 31.5% in 2019. According to Weibo, mobile MAU accounted for 85% of MAU's total in September, while Weibo's mobile advertising revenue accounted for 64% in the third quarter.
Notably, a new form of social advertising, streaming video advertising, is on its way to the eve of its explosion. This year, QQ space launched the information stream video ads have been successful. Weibo has also recently tested this form of advertising, it is understood that Micro-blog will launch streaming video ads for no more than 10 seconds, only in WiFi conditions automatic playback to ensure user experience, the first half of next year officially launched. Will WeChat's circle of friends launch similar ads?
The outbreak of video ads in the stream of information can be said to be the world and the conditions are in place. The popularity of 4G, the country continues to promote operators to reduce network tariffs (such as the implementation of traffic is not zero) so that mobile video playback conditions mature. What's more, video is more vivid and makes users like it more. Facebook launched streaming video ads in March last year, and in a third-quarter earnings conference call, Zuckerberg revealed that Facebook's videos were viewed an average of 8 billion times a day, a format that was welcomed by users. Facebook also uses this form to cut into video ads and compete with video sites.
The third change: Social advertising is no longer just advertising, but a connector for businesses and users。
The fundamental reason why social advertising can become the future trend of online advertising is that social advertising is not just advertising, but an important connector for enterprises and users.
This connector has different dimensions of meaning, first, social advertising can help enterprises to collect user clues, can achieve data mining, so as to provide more accurate guidance for enterprise advertising, but also from user feedback and interaction to obtain valuable information, to help product development and marketing planning; For example, Jumei Youssou's Chen Ou play micro-blogging is particularly skilled, often run micro-blogging ads, micro-blogging users click can directly down to Jumei's product page to place an order, to achieve the effect of advertising as sales;
Therefore, for enterprises, social advertising is no longer just a simple advertising, but an important entrance to the commercial closed loop, in product development, marketing, sales, customer service and many other links to connect users and enterprises. In this sense, social platforms such as Weibo and WeChat are really not just platforms for connecting people, but can be an important engine for transforming and upgrading enterprises. Recently, Weibo announced its 2016 advertising strategy, focusing on self-service advertising and multimedia advertising patterns, and joint industry chain to achieve open sharing of big data, to help advertisers achieve more accurate marketing. This shows that China's social platforms take advantage of the rise of social advertising opportunities to achieve the development of social platforms to the social business ecosystem development ambitions.
Zuckerberg won praise by donating 99% of his Facebook shares. Facebook's all-out surge in mobile advertising is also eye-popping. This is the best era of social advertising, for domestic microblogging and WeChat, but also a rare opportunity. In 2016, when online advertising changed, Facebook becoming a big probability event.
South Shark (WeChat Public: Southsharker, Personal Microsal: Southshark 2002): Interpreting the industry's developments, revealing the truth behind the news, and learning the lessons of internetization. Pay attention to a shark in the south, read the Internet here, because know the big trend, can win the future.
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