Will 2016 be the year of the real rise of social advertising?
The network's share of the advertising market will rise from 20.6 per cent in 2013 to 26.6 per cent in 2016, according to Publicis' Strength Media. Between 2013 and 2016, mobile advertising, part of the network, will grow at an average annual rate of 50%, accounting for 36% of additional advertising spending.
Uniquely, Ai Media Consulting's report also shows that China's mobile advertising market will exceed 100 billion in 2016 and is expected to exceed 400 billion in 2018.
So what will next year's online advertising look like in the face of a bright future?
Social advertising will accelerate the erosion of the share of non-native advertising
On December 1, Weibo released its 2016 advertising strategy. Wang Gaofei, CEO of Weibo, believes that advertising is a universal business model in the Internet industry, and that native advertising will become the mainstream of China's mobile advertising within two to three years.
As the first mobile platform to launch native advertising in China, Weibo can be said to be the forerunner of China Mobile's native advertising, which has accumulated rich operational experience in the process of strengthening the layout of native advertising in the past few years.
At present, the mobile Internet has entered a relatively mature development form, people on small-screen mobile devices, more inclined to touch the content that is advertising, advertising is the original advertising of content, which is closely related to the mobile scene where people live. In the mobile scene, people use mobile devices the first thing to consider is traffic, although the decline in traffic charges in the last two years for mobile video streaming and other multimedia advertising opportunities, but native advertising is still the least affect the user experience, and even enhance the user experience of the mobile network advertising form.
Especially in Facebook, Twitter's share of native advertising is eroding the share of non-native advertising under the global trend, it is not difficult to foresee that next year social advertising, especially in the form of native advertising will be strong, native advertising will become next year's online advertising market, especially mobile advertising market share of the largest share of an advertising form.
Breaking down "user superstitions" Social advertising is not the only criterion for user size
Mobile advertising is the driving force behind the strong growth of online advertising market share in the future, but it is worth noting that online advertisers in the delivery of online advertising, especially mobile advertising, will no longer simply use user size as the only measure of the effectiveness of advertising communication.
This is because, with the network advertising means tend to integrate marketing methods, precision marketing and targeting will be further attention by advertisers and advertising companies, and the effectiveness of online advertising, especially social advertising will gradually tend to quantifiable state next year, the perfect performance evaluation system will break the "user superstition", so that social advertising return to its human connection, human and information connection this essence, through a sound performance evaluation system to re-evaluate the value of users. In particular, compared to the overall user size, active users are an important factor for advertisers.
Weibo, for example, has more than 100 million daily and 222 million monthly users, according to its latest financial results. Judging from the size of users, Weibo is already one of the few mobile advertising platforms in China. More important than that is the large flow of information generated based on activity. Only active users can bring the ideal communication effect to the delivery and dissemination of primary advertising, video streaming advertising and other forms of advertising, and only by introducing a more scientific and standardized performance evaluation system can real-time monitoring and dynamic adjustment of advertising effect be realized.
Connection value renders social advertising closed-loop entry capabilities enhanced
Connection is the greatest value embodiment of social platform, whether it is the connection between users and users, or the connection between users and enterprises, the connection is not only the content and advertising information, but also the experience of trust and interaction between each other.
As far as online advertising, especially mobile advertising, is concerned, the role of social platforms in connecting users with enterprises is not to be underestimated. For example, as an advertiser's business, you need to connect with users, which involves the question of how big data is used to paint users on Weibo. If the use of native advertising or pictures, text, video, games and other forms of connection, it is also directly related to the value of the connection can play the most vivid. The chemical reactions produced by the connection are often the exposure of the brand, the user's knowledge of the enterprise information and even the user's interaction with the enterprise, and even the user's purchase behavior and so on.
Micro-blog, for example, through the support of big data, the use of big data mining, has been able to do from advertising to performance monitoring and optimization, to the management and services of users, as well as the ultimate user purchase, can be created by micro-blog social advertising ecosystem.
This connection, which is completed and realized in the social advertising ecosystem of microblogging, is in fact the performance of the ability of microblogging to create a closed-loop entrance to social advertising.
And relying on micro-blogging big data, enterprises can also use social data for public opinion analysis and marketing strategy development, thereby improving the accuracy of advertising and sales conversion rate. By establishing the SCRM system, Weibo can also help enterprises to connect membership information and microblogging user data. In this year's TMA awards, 33% of the 185 cases were completed on Weibo, and all of the winners in the effect category came from Weibo. This in itself is very indicating.
It is not difficult to foresee that, with the micro-blogging social advertising through the SCRM system to achieve online and offline user data access, social advertising accurate delivery, social word-of-mouth management and sales conversion capabilities of the overall improvement, social advertising will be a strong trend to obtain greater value endorsement, with innovative performance evaluation system and increasing closed-loop entry capabilities, improve the dissemination of social advertising and user experience.
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