What other "killers" do Google have when mobile advertising becomes a "battleground"?
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Google. For the world's biggest search giant, advertising has always been Google's cash cow. Google reported total ad revenue of $19.143 billion, or 89 percent of its total revenue, for the second quarter. With the advent of the mobile Internet era, mobile advertising will become a "battleground." As the world's largest search giant, what "killers" does Google have in the mobile age? Mobile advertising is on the ups and downs Lin Yan, Google's vice president of sales in China 2015 is the year of the mobile, this year is the year of the mobile outbreak. This year's digital advertising market is $200 billion, according to market research firms, including $100 billion for mobile advertising. In two markets represented by the mobile Internet, some data from China and the United States also show a booming trend in mobile advertising. According to eMarketer, a market research firm, spending on digital advertising in the U.S. this year has been about the same as spending on television advertising. By next year, digital advertising will be spending more than television advertising. By 2020, mobile advertising in digital advertising will be on a par with television advertising. In China, the average person now spends 211 minutes a day online, about three and a half hours, half of which is spent on smartphones. At the same time, 56% of China's digital advertising is committed to mobile advertising. "One of the big trends is that more and more investment is going into digital advertising, especially mobile advertising in digital advertising, " says Huang Ping, Google's asia-pacific director of business partnerships. " At present, only 1% of apps in the world are paid for, and most users still prefer to use free mobile apps, so developers will increasingly rely on revenue such as advertising. Mobile pages and app ads go in parallel In mobile app advertising, Google provides comprehensive solutions for app developers and advertisers primarily through its mobile advertising platforms AdMob and FireBase Analytics. Google has paid more than $1 billion to developers worldwide over the past three years, with more than 1 million apps using AdMob, including more than 150,000 in China, according to Huang. In addition to powering mobile app ads, Google has also optimized mobile ads. "In the past few years, mobile pages have been widely ignored, and in fact mobile apps and mobile pages have played different roles, " says Lin Yin, Google's vice president of sales in China. " Google found in the survey, users on the mobile screen patience is not the same, if the mobile web page download speed of more than 3 seconds, more than 50% of people directly shut down the page. In response, Google introduced two technologies, Progress Web Apps, that can provide mobile web pages with an app-like experience and improve user viscosity. Another technology, Access Mobile Pages, allows mobile web pages to be accessed faster and more efficiently. Pay attention to the form of advertising Bodhi Mukherjee, Google's global engineering director, said mobile advertising would also create a healthy ecosystem, drawing on Google's previous strengths in web advertising. There are three important subjects in this ecological environment, users, developers and advertisers, and to make these three main bodies get big profits, the form of advertising becomes very important. Bodhi says Google has been innovating to create new forms of advertising, such as native ads and motivational video ads. These forms of advertising will also attract more users, so that users stay in this form more. For advertisers, this increases their return on investment. For publishers, it can increase their revenue. " Google first ensures that users are able to distinguish between ads and content without ruining the user's entire experience when using the app. "It's because of this distinction that users trust our ads and the apps that appear in them. It allows the whole ecosystem to form a virtuous circle," Huang said. Google won't be soft on ads that affect the user experience. For example, because the mobile screen is small, large-area intersted ads that pop up when users browse the web can have a very impact on the user experience. So Google has announced that from October 2017, it will lower its ranking of mobile search results for sites with intersted ads. Google will also provide better advertising solutions through artificial intelligence, such as machine learning, and analyze where ads are right for users through predictive models and past data. "Automated optimization in an automated way will also be an important part of this year's work, " says Mr Lin. Help Chinese developers go to sea According to Huang Ping, many domestic developers now, in addition to putting their business in China, are also looking for ways overseas, and AdMob, as an international platform, can also combine the advertising resources of domestic developers with the needs of global advertisers, thus helping developers go overseas. Zenjoy is a gaming and tool application founded in 2010 and has been working with AdMob since 2011. Ms Huang said Zenjoy was in great need of advertiser resources because of the lack of in-house purchases for tool apps. Using Google's resources, many overseas advertisers run ads on Zenjoy's platform, "Zenjoy's total revenue has multiplied in the first quarter of this year compared with the same period last year." " Google has no deeper roots in mobile advertising than web ads, so it also pays special attention to partner feedback. Huang Ping said cheetah international has feedback google native advertising package is particularly large, and then the product department to understand to solve. "We can also improve our products by allowing people with Google headquarters products to talk directly to front-line developers and get direct feedback, " says Ms Huang.
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