What Is a Mobile Advertising Campaign?

Mobile ads are advertisements displayed when a mobile application (mobile phone, PSP, tablet, etc.) is used to access a mobile application or mobile web page. The forms of advertisement include: images, text, in-stream ads, html5, links, videos, gravity sensing ads, etc.

Chinese name: Mobile Ads
Carrier: Mobile device phone, PSP, tablet, etc.

advertisement form: Image, text, in-stream ads
Features: Interactive, immediate and accurate

Mobile Advertising Features

Mobile Ads Accuracy : Compared with traditional advertising media, mobile advertising has inherent advantages in accuracy. It breaks through the limitations of traditional newspaper advertisements, television advertisements, and online advertisements that rely solely on a large coverage area to achieve marketing effects, and it has greatly surpassed the number of audiences and spread more widely. Mobile advertising can directly deliver ads to users mobile phones based on the user s actual situation and real-time situation, truly precise communication .

Immediateness : Immediateness of mobile advertising comes from the mobility of mobile phones. Mobile phones are personal belongings, and they are more portable than any other traditional media. The vast majority of users will bring their phones with them, even without shutting down for 24 hours, so the influence of mobile media on users is 24/7. Advertising The arrival of information is also the most timely and effective.

Interactivity : The interactivity of mobile advertising has created an interactive communication platform between advertisers and consumers, allowing advertisers to understand customer needs in a timely manner, enhance consumer initiative, and improve their autonomy.

Diffusion : Mobile ads are diffusive, that is, re-spreading, which means that users can forward ads they think are useful to relatives and friends through WeChat, SMS, Weibo, etc., to directly spread information or distribute ads to related people.

Integration : The integration advantage of mobile advertising comes from the development speed of 3G technology. Mobile advertising can be displayed in different forms such as text, sound, image, animation, etc. The mobile phone will not only be a real-time voice or text communication device, but also a Feature-rich entertainment tools: video and audio functions, game terminals, mobile TV, etc., but also a timely financial terminal: mobile phone electronic wallet, securities acceptance tools, etc.

Testability: For advertising owners, the outstanding feature of mobile advertising compared to other media advertising is also its testability or traceability, which enables accurate statistics of the number of audiences.

Mobile advertising data

According to data released by the Internet Advertising Bureau (IAB), global mobile advertising revenues increased by 82.8% in 2012 to $ 8.9 billion, up from $ 5.3 billion in 2011. Among them, mobile search advertising increased by 88.8%; mobile display advertising increased by 87.3%; mobile information advertising increased by 40.2%.

Anna Bager, vice president of IAB's mobile marketing center, said in a statement, "Mobile is beginning to become a powerful advertising medium. Today, advertising campaigns can be planned globally and purchased on a global network of multiple media. , However, the growing influence and strengthening of Mobile International has provided an exciting new platform for content and communication. "

The following is the distribution of mobile advertising revenue by region:

Asia Pacific: 41.1% ($ 3.586 billion)

North America: 39.7% ($ 3.522 billion)

Western Europe: 16.9% ($ 1.499 billion)

Central Europe: 1.2% (US $ 176 million)

Middle East and Africa: 1.2% (US $ 109 million)

Latin America: 0.5% (US $ 50 million)

Mobile advertising advantages

Mobile advertising is very similar to the Internet advertising ad network (represented by adsense). Google uses the adsense advertising platform to distribute ads placed by many advertisers to small and medium-sized websites that place adsense ad code. Mobile advertising is represented by admob (admob has been acquired by Google and may be integrated into adsense for mobile in the future).

admob banner display There are currently two main forms of mobile advertising. Admob and iad (Apple's own advertising platform) are represented in China by Mi, Domeng, and Kugo. Admob is mainly embedded in the application (banner), after clicking the ad will open the web page through the browser. IAD inherits the elegance of Apple, and does not need to open a browser to display cool ads directly in the application.

The advantage of mobile advertising is targeting. According to a report from a research institute in the United States, location-related ads can effectively increase the click-through rate of ads, even reaching 50%. Although this data may be too high, 10% -20% is reasonable. You should know that the click rate of the most accurate search ads in Internet ads is only 2-3%.

The future development trend of mobile advertising is mainly reflected in the increasingly advanced mobile communication. Today's Weibo and WeChat are one of the forms of advertising that release relevant information anytime, anywhere through mobile phones. At present, one of the most convenient and influential advertising forms for the promotion of Weibo and WeChat in mobile advertising.

There are many ways to promote the Internet. For example, the top ten most popular online services in China is Weibo. Weibo has become another online dating and information exchange platform for netizens, as well as a major platform for commercial product promotion. "Hungry marketing" is the use of online promotion to achieve the rise of domestic smartphones, creating an amazing record of selling 200,000 mobile phones in 3 minutes and 15 seconds, which shows the infinite charm of online promotion.

Mobile advertising difference

Emerging advertising industries such as mobile advertising are in line with the trend of mobile marketing. It is a new marketing method relying on mobile terminals. Compared with traditional media, it has the characteristics of accuracy, interaction, flexibility and personalization. Advertising services are more concerned about convenience, user viewing scenarios and network carrying capacity.

Based on such differences, this type of advertising platform has unique operating methods at multiple levels such as advertising production, brand selection, and service organization. It will definitely become the new darling of precision marketing in the future. The disadvantage should be that users generally dislike mobile advertising because SMS advertising is notorious, but images and text ads will gradually be accepted by the market. If your product is suitable for mobile advertising, you can seize the opportunity to seize the opportunity.

Mobile advertising charging method

CPM Mobile Advertising CPM

The most scientific way to charge is to charge based on how many people saw your ad. Pay per visit has become the norm for mobile advertising platforms. CPM (cost per thousand) refers to the average advertising cost shared by everyone who hears or sees an advertisement during the process of advertising. Traditional media mostly use this pricing method. On mobile advertising platforms, CPM depends on the "impression" scale, which is usually understood as the number of times a person's eyes watch an advertisement within a fixed period of time. For example, if the unit price of a built-in advertising banner is 1 yuan / CPM, it means that every 1,000 people who see the banner will receive 1 yuan, and so on. The homepage visited by 10,000 people is 10 yuan. As for how much it costs per CPM, it is necessary to divide the price level according to the popularity of mobile applications (that is, the number of viewers) and adopt a fixed rate. International practice is to charge from $ 5 to $ 200 per CPM.

CPC Mobile advertising CPC

Billed per click. This method, coupled with click-through rate limits, can make cheating more difficult and is the best way to promote. However, many people feel that this method is unfair. For example, although the viewer has not clicked, he has already seen the advertisement. For those traffic that saw the advertisement but did not click, the advertisement has become a busy task. There are many mobile applications that are reluctant to make such advertisements. It is said that it is because traditional media have never done this.

CPA Mobile Advertising CPA

The CPA pricing method refers to the actual effect of advertising, that is, the effective questionnaire or order to respond to the bill, without limiting the amount of advertising. The CPA pricing method has certain risks for the website, but if the advertising is successful, its revenue will be much greater than the CPM pricing method. As far as I know, part of the 7-day hotel's online advertising was done this way. It pays 20 yuan to the website for each registered member. Talking about the charging methods CPM, CPC and CPA can only compare which one is more suitable for you.

Whether using CPM, CPC or CPA, advertisers can choose according to their own product characteristics, which is the same as traditional Internet advertising. Due to the rapid development of the e-commerce industry, CPS (Billing Per Purchase) charging methods have also appeared in mobile advertising platforms, but the general effect is not good enough. The reason is that there are many inconveniences in mobile payment.

At present, most domestic mobile advertising platforms support CPM, CPC, and CPA billing. When choosing mobile advertising, advertisers can give more consideration to the stability of mobile advertising platforms and the depth of media resources.

On the basis of CPA, Kugo launched TCPA, Transparency Cost Per Action on March 14, 2014. It means that developers can use the client interface that Kugou platform is the first to open to all developers this time, and clearly monitor all the relevant data such as which ads the user has installed and the CPA unit price corresponding to the ad.

CPS Mobile Advertising CPS

CPS (Cost Per Sales): Convert the advertising amount based on the commission of the actual product sold. It is a business cooperation method that receives a certain percentage of commission based on successful sales.

CPS advertising is the same as CPA advertising. In order to avoid the risk of advertising costs, advertisers pay advertising site sales commission fees based on the actual sales commission generated after the ad is clicked. CPS is applicable to products with web pages that can be viewed and paid on the Internet. In the field of mobile Internet, many mobile advertising platforms are also trying to use it.

Mobile advertising development

In July 2013, the revenue of the global mobile advertising market in 2012 increased by 83% to more than 68 billion, of which search engines contributed 53% of revenue, an increase of 2% over the previous year. This set of data means that the mobile search market has shown a strong growth momentum and has accounted for more than half of the mobile advertising market.

This data report is basically in line with the development of the domestic mobile search market. Since 2013, the domestic mobile Internet has entered the fast track of development. At the same time, a number of newcomers have entered the mobile search field and launched various mobile APPs. The era of "hegemony".

However, mobile search is different from PC search. It is very difficult to simply copy PC search to a mobile platform, and mobile search will be differentiated, and vertical features will be more obvious. This will be a new challenge for search engine companies, and a new opportunity for the latecomers of the mobile search market.

Although the major search engine manufacturers are actively setting up the mobile search market, the mobile search market is still developing rapidly and the pattern has not yet formed. It is reported that the largest share of the current mobile search field is only about 30%.