[Content]: In Japanese and Europe, mobile advertising has become an important advertising form. China has the most mobile phone users (more than 300 million), while China's advertisements are in the bud phase. This article aims to introduce some of the new advertising forms of mobile advertising, and make a presence on its development in China.
[Key words]: mobile advertising, mobile phone media, online advertising, SMS
What is mobile advertising?
Before entering the topic, we must first define what is mobile advertising.
Perhaps we can define that mobile advertising is an advertising form that spreads mobile terminals such as mobile phones, PDA. Due to its mobility and convenience of its terminal, it can be more accurate, faster than based on other media, more accurate, and more quickly to the target audience. . Among them, in order to discuss, in this article, various mobile terminals are called mobile phones.
Mobile advertising and mobile phone media
Advertising and media are always interdependent. In general, media is the carrier of advertising, advertising is an important part of media communication, and the main source of income of media companies.
At present, there are many types of advertising media, both large media such as TV, broadcast, newspapers, newspapers and networks, and other media such as stream, light box, transportation and other outdoor media, and other media such as POP, packaging, yellow pages, product catalogs. Various new media is always endless, such as elevators or even human bodys can also become a kind of media. Then do the mobile phone have a function of the media on the basis of communication function? Can it be called media?
Before answering this question, we would like to talk about whether the text message can be called "fifth media" in recent years. According to statistics, in 2003, a total of 220 billion text messages in China were issued, and nearly 220 billion markets were still growing at 30% to 40% per year. Especially after the Colombia's crash event and 911 incident, SMS is more than IT industry personnel and some reporters to crown the title of "fifth media". When searching in Google, there are about 85,900 query results in accordance with the SMS fifth media. Some experts also agree with the media status of SMS, such as Xiong Chengyu, director of the New Media Research Center of Tsinghua University, is written in an article, "mobile phone text message is a non-negligible medium" [1]. However, there are also experts to check the status of the "fifth media" status of SMS. Professor Xie Xinzhou, a professor of Peking University Journalism and Communication, said in the Peking University Classroom, SMS content from the Internet, SMS is just an extension of network propagation.
Combined with the above discussion, the author believes that the SMS is actually a form of expression of the mobile phone. With the technical upgrade of the mobile terminal, MMS, WAP (mobile Internet access), etc., more and more performance forms. Through the mobile phone, this terminal is not only just a voice call between people, more and more people regard the mobile phone as an information terminal, an entertainment terminal. By SMS subscription, users (audiences) can receive information such as news, weather forecast, English learning knowledge. According to statistics, China currently has about 2 million MMS users, these high-end users can subscribe to multimedia MMS contents that combine pictures, text, and sound effects through MMS. Such as the "Panorama News", "Panorama News", such as mobile value-added service, "Panorama News" and other MMS subscription services, the air network, and even the MMS users live broadcast live and the Athens Olympics 72-hour MMS live broadcast, and cause great repercussions. China is currently more than about 5 million users who open GPRS, through mobile Internet access, these users have passed the WAP website to browse news.
And with the development of mobile phone flow media technology, in China, watching TV with mobile phones has become possible:
My dream network
Handheld Beijing
Dream network recommended
Information Center Treasure Chest
Rings
I am crazy for my friends.
game entertainment
......
Mobile dream network
my collection
I experience
I game
I sports
Mobile TV (video)
Mobile phone animation
......
Handheld Beijing
CCTV News Channel (LIVE!)
CCTV News Channel (LIVE!)
news
Film and television
MTV heaven
Car in the world
......
Mobile TV
Live screen (via REALONE player)
news channel
As long as China Mobile users log in to the mobile dream network with mobile phones, according to the above path, you can easily see live content of some channels. Of course, there are only mobile phone users such as Nokia6600, 6230, SonyericsSonp908, PanasonicX700, and other mobile phone users can enjoy this streaming service.
Comprehensive above I believe that the mobile phone is fully equipped with a function of a medium through the integration of SMS, MMS, WAP (mobile Internet), streaming, etc., the mobile phone is a medium. (Although we can't call it airtight media, in fact, it is nothing to sort, and we should pay more attention to its transmission characteristics).
The advertisement is also a way to coexist with the media will also appear on the phone (in fact already).
Characteristics of mobile advertising
Compared to traditional media and network media advertising, the characteristics of mobile advertising are:
1. The positioning audience is accurate. When purchasing a mobile phone, the user (audience) has shown some important features and tendencies, such as Samsung mobile phone S508 users will be those fashion, high-quality mature women, Samsung D418 users will be those steady business men. Panasonic G series mobile phone users are mostly like Jay Chou, cute girls.
2, the arrival rate is high. The mobile phone has become a hundred million people to get the most items, whenever the user can check the advertisements passing through the mobile phone to him (she).
3, timeliness. Users always bind together, and some users do not replace their mobile phones even their lives, then some ad content embedded on the phone can be read repeatedly by these users.
4, high credibility. The mobile phone can be said to be a "pro-media", as a terminal carrying, the user is always standing independently, the user is always a "close" ability, seemingly these The content is customized for a certain user.
Mobile advertising performance form
On a higher expression, mobile advertising has many personalized places.
First, you can add advertising words, even a URL, and click directly to a WAP site. Such as:
Note: The above example is merely examples, and non-real advertisements reproduction.
Secondly, in the MMS, the form may also be more abundant, such as in multimracks, add a dynamic (static) advertisement picture, and can also join the sound (ringtone) element. Such as:
Advertising in MMS
Note: The above example is merely examples, and non-real advertisements reproduction.
The SMS and MMS advertisements mentioned above refer to SMS and MMS that are subjected to SMS and MMS service providers (SP) regularly provided to subscribers. There is also a variant that SP creation is completely advertising SMS or MMS free to send the target user, and the SP only acquires the advertising fee without obtaining the information fee.
Once again, the WAP website can also have a banner. Such as:
latest news
economic news
Social News
Ringtone picture download
Hotspot track
Contact Sina
Beijing Sina.com -
Sina WAP Site
I want to have a paradise umbrella
Banner
Note: The above example is merely examples, and non-real advertisements reproduction.
In addition, as the third generation mobile communication (3G), as the inheritance of network propagation, it is believed that full screen advertisement, telescopic advertising, floating advertisement, pop-up window advertisement, streaming advertisement, etc. will also appear on the phone. And often good performance forms, good concepts are not necessarily in the market, how will mobile advertisements develop in wireless data services and mobile Internet access? Where is the development of bottlenecks?
The possibility of mobile advertising in China
In Japan, in 2002, Dentsu, NTT Docomo and Active have started the operation of mobile advertising [2], and the advertising company, telecom operator and content service provider promoted the development of mobile advertising. Japan's third largest telecommunications industry Japan J-Phone also established with the network advertising company Cyber Communications (J-Mobile), the goal is the website of the company's advertisement in the J-Phone mobile phone. According to estimated data in 2002, the 2002 Japanese mobile advertising market has been increased by 5 billion yuan in the previous year. Japan Electric Company is optimistic to estimate that the 2003 mobile advertising market is nearly 800 million to 9 billion yen. Many large companies have begun to try to use mobile phones to publish advertisements in TV, newspaper media, to attract young consumer groups. Enterprise owners who gradually face to mobile advertising marketing benefits have expanded from ringtones, gamingers, and other advertisers such as food, beverages, household goods, financial institutions.
In India, due to the universal popularity of the PC relative to mobile phones, mobile advertising for mobile phone adoption of SMS / MMS is developed, in 2002, in 2002, the speed growth of subscribers of subscribers of 400,000 subscribers. Even some people predict that the size of the MAD (Mobile Advertising) in 2004 will exceed the scale of the online advertising.
In general, mobile phone users are easy to accept mobile advertisements such as food tickets, food, clothing, and some business related advertising, such as car rental, housing leases, etc. also have a large market. As shown below:
In China, according to Xinhuanet, China's online advertising market has exceeded 1 billion yuan in 2003, reaching RMB 1.08 billion, more than doubled from 2002 yuan. The network is used as a new media that the scale of the advertising that is not allowed. Mobile advertisements that are extremely similar to online advertising features are currently failed to really appear in China. However, there is a technical implementation possible, with foreign success examples, especially with the needs of the market, believe that the boom of mobile advertising is just a problem.
At present, the development of mobile advertising is not smooth, and the bottlenecks existing have the following aspects:
First of all, the mobile phone is still a narrow media, several yuan or even 20 yuan of SMS and MMS subscription fees, and high GPRS Internet access makes most users.
Second, China Mobile Communications is still in a 2.5G stage, compared with online advertising, and the form of mobile advertising is very single.
Again, most of the SP is still competing for higher gross profitable value-added service market, and cannot pay attention to the media function of mobile phones.
However, regardless of the current situation, more mobility communication tools, more personalized expressions are always the eternal pursuit of human beings, the mobile phone truly becomes the time of the mass media, and China's mobile phone advertising can show its infinite charm , Become an important member of the advertising family.
Liu Shuwen
November 1, 2004
