Entering the 3G era, with the rise of various smart phones and the further opening of mobile operating systems, future mobile phones will become multimedia handheld terminals integrating communications, Internet applications, entertainment and other functions, which will greatly improve mobile advertising in the 3G era. Its performance capabilities, and its precise characteristics are even stronger than the traditional Internet. From the perspective of advertising and marketing input-output ratio, it is much better than the cable Internet. Google CEO Eric Schmidt said that the next wave of the advertising industry will come from the mobile Internet. Andy Jedynak, co-chairman of the Mobile Committee of the U.S. Interactive Advertising Bureau, even said that the mobile Internet will transform into a free model in 3 to 5 years, and advertising will become the main source of revenue. Next, we need to focus on which businesses on the mobile Internet have greater advertising profit potential, and how to achieve advertising profitability in these businesses.
Innovative forms of expression
The mobile advertising business model inherits the business model of the traditional Internet. Advertisers are the main paying objects. Users use content or services for free and only need to pay a certain traffic fee to the network operator. This is the main profit model of the current mobile Internet business. Take the 3G portal website as an example. Its free services include MP3 downloads, video downloads, e-book malls, communities, etc. It attracts advertisements with its traffic and popularity. In the era of mobile Internet, advertising methods will continue to be innovative. On the basis of retaining traditional Internet page advertisements, targeted advertising can be targeted at the different attributes of mobile phone users or other wireless terminal users, or targeted based on the user's customized information. Place ads.
From the perspective of the forms of mobile advertising, there are mainly the following six categories: display advertising. In the 3G era, advertising forms on mobile phones can transition from single text to diverse display advertising such as colorful pictures and colorful logos; streaming media advertising It will also be an important direction for the mobile advertising industry in the future. Advertising will be inserted into streaming media content, currently mainly at the beginning and end of the film; mobile TV advertising will become an important carrier of mobile advertising; voice advertising will be used by operators during users’ voice calls. Voice advertising clips are dynamically inserted during the process, such as ring tones, which are the carrier of this new advertising form; advertising built into mobile online games is also the main form of expression, and there are also QR code advertisements that use QR codes to carry advertising information. Their popular The application is in the form of electronic receipts such as electronic movie tickets, electronic ticket receipts, etc.; transplanted keyword advertising, such as local business, store and service information provided by Google, and bidding rankings of wireless search results.
Marketing model advances in exploration
With the development of mobile communication technology, when the problems of bandwidth and traffic are solved at the same time, the advertising model will usher in new development opportunities. Or, with the continuous development of Internet marketing, new advertising forms suitable for mobile Internet will be It was discovered that if many advertising models are operated properly, it is not difficult to achieve profitability. From a long-term perspective, the advertising model is still one of the main profit models of the mobile Internet. Specifically, the feasible models suitable for mobile Internet advertising marketing mainly include:
Place mobile ads. This type of advertising has been used to some extent in traditional advertising, such as product information on the back of credit card bills, soft-text advertisements, etc. In the 3G era, there are two main forms of embedded mobile phone advertising. One is the terminal embedded type, which is realized through SIM cards, RFID chips, mobile phone hardware function modification, client software embedding, etc. At present, Mobai Medi has embedded advertisements in the form of pictures, screensavers, ringtones and games into more than 30 million color-screen mobile phones produced in China every year. Mobai Medi usually buys out every product of a brand. Put 3 to 5 ads on each mobile phone and give 1/3 of the advertising revenue to the mobile phone manufacturer. Another placement method is content placement, including mobile games, mobile TV, mobile search and other businesses and contents that will develop on a large scale in the 3G era, all of which may become placement targets for mobile advertising in the future.
Proactive customization and compensatory customization. The compulsory advertising method of SMS and MMS mass messaging has become increasingly "disgusted" by people, and has been replaced by customized advertising that guides users and compensation advertising that is known in advance. According to a report released by Baina Telecom Consulting, Japan and South Korea are countries with good mobile advertising business. Respecting users' choices is also a key factor in the success of their mobile advertising. This is reflected in the operation of minimizing mass advertising without notification. and proactive push advertising. Entering the 3G era, users are becoming increasingly intolerant of simple and presumptuous push-type mobile phone advertising, and extensive advertising methods cannot meet the advertising needs of advertisers. Therefore, proactive customization and compensation customization instead of simple mass sending will become the main development direction of mobile advertising.
Transplant keywords. The field of mobile search is a hot topic in the future. Google launched a mobile search service for KDDI in Japan. On KDDI’s platform, Google pushed the advertising column model on the right side of the Internet to mobile phones. As a result, KDDI earned US$1 million in one week. However, since the traditional search market has been divided up by giants, small and medium-sized enterprises can consider focusing on the specialty search market. For example, the easy-to-check image search of mobile search engines can automatically rank pictures suitable for mobile display and highly appreciative. Of course, WAP websites can also learn from the profit model of traditional portals such as Sina, use free content to attract users to visit in the form of mobile portals, and then do mobile advertising similar to current Internet advertising. In addition, mobile phone advertisements can also be promoted by using foreign operators' promises that users will read advertisements in exchange for phone bills or mobile phones. For example, Shanghai Jujun Technology Co., Ltd. adopts the "you watch my advertisement, I will pay the bill" method to confirm the user's The number of clicks and dwell time on the mobile phone number will be refunded to the user, including the exemption of the monthly fee for the MMS service. However, in order to prevent users from malicious clicks, the maximum refund limit is 12 yuan per month.
Dear webmaster friends, you can also consider advertising through wireless Internet. After all, this may be an important trend!
Recommended by 720 Website Home (www.hai720.com)!