QuestMobile data shows: In the 2019, Q1, the overall market was down (only food and beverage, food and beverages were slightly up compared with 2018), especially the negative growth of the automotive industry, the pharmaceutical industry slowed from 45% in 2017 Q1 to 19%
Editor’s note: This article is from the WeChat public account “QuestMobile” (ID: QuestMobile), author Mr.QM.
Mr.QM says
Children’s shoes are big monkeys! What happened to the previous issue of Smart Terminal Report (click to go directly)? A lot of children’s shoes in the background think in the message: Why do you say Apple ranks first? Hasn’t Huawei surpassed Apple long ago? …… This word goes down and says that Mr.QM feels like he is stuck in the mouth of the village by Cuihua. He said, “Do you have to beat my son Cuipi (⊙o⊙)… Face this situation? The explanation is pale, the so-called global shipments, China’s shipments, China’s active users, global active users… Today, when the mobile Internet is cold, are these concepts difficult to understand? Of course, if you can’t understand it, Mr.QM has a weak message, but also has the power to resist. You can only admit defeat: Let’s go to Mr.Zhou. It is said that he recently made a “top honey private” in Boracay. SPA”, very cute…
Get down to business, share with you today the status of the mobile internet advertising market. Previously, Mr.QM has shared with you that in the first half of 2019, mobile Internet traffic grew almost waist-high, advertising revenue and traffic data are consistent, and the growth rate is also close to waist, Q2 growth rate is only 13.7%! Specific to the performance of advertising in various industries, in the 2019 Q1, the overall market was down (only food and beverage, food and beverages were slightly up compared with 2018), especially, the automotive industry experienced negative growth, and the pharmaceutical industry was 45% from 2017 Q1. Slowed down to 19%.
Although the overall market has signs of winter, from the type of media delivery terminal, mainly based on mobile Internet media; and BATT as the first camp, scored 67.1%. Among them, some new play methods are trying to compete for advertising shares, such as: relying on user tags, algorithms and information flow, rapid real-time mode is emerging, resulting in changes in user volume and advertising revenue changes; in the face of slower APP traffic growth, Mobile phone manufacturers are taking advantage of hardware entry, encircling BATT, accelerating the realization of advertising; social streaming, bonus incentives, etc…
How do you grab more ads? May look at the reportLet’s go.
Report Navigation
Definition
Exposure: Total impressions of ad creatives in the media during the reporting period
Ad revenue: Multiple weighted calculations based on ad type, ad serving, etc., calibrated for actual media revenue (public release or interview) Fix
Ad Capacity:The size of the advertising space in the target medium, the number of active users per month for the current target medium* /span>
Creative Groups:The total number of creatives served by the selected period of the advertiser (the same ad theme is defined as a creative group, including different ad formats, Serve different media)
First, is there any space for advertising to drive growth?
1. Internet advertising market review in the first half of 2019
1.1 In the first half of 2019, mobile Internet traffic and advertising revenue growth “double down” trend
1.2 From the advertisers: the growth rate of advertising in the mainstream industry has declined, among which medicines and automobiles have dropped significantly
1.3 From the media: BATT has an absolute advantage of traffic, and the core of advertising is based on mobile Internet media
2, traffic and advertising revenue double growth model and typical case analysis
2.1 Media Pattern: The information flow platform maintains double growth
2.2 Double Increase Mode 1: Advertising + Cashing
Mode analysis: Rapidly increase traffic through ad delivery. After the traffic enters, the user can be accurately parsed (labeled), the retention rate is increased, and the advertising system traffic pool is imported to realize the realization or enhance the realization.
Mode Logic: 1) Traffic Realization – Traffic Acquisition Cost > 0; 2) New Traffic = New User Active Number * Per Person Single Day Usage Time * Retention Rate, Keep Growing;
Mode Foundation: 1) Have the financial strength, rapid liquidation and value enhancement capabilities and models; 2) Have strong algorithmic capabilities and user tags and databases;
Mode enhancement: Multi-service platform forms matrix: 1) cross-converting mutual diversion; 2) synergistic realization, achieving revenue superposition;
Mode example: watermelon in the first half of 2019