In the 5G era, media platforms may be able to say “NO” to compulsory implantation.
“I used to open a mobile phone app and found an opening screen of a red envelope. You will click it. If you see it ten times, will you still click it?” Doumeng CEO and CEO who has been working in the interactive advertising industry. Co-founder Yang Bin asked this question.
Recently, I believe that various APPs in your mobile phone have received many new year’s promotions. They will usually appear in the pop-up window after opening the app. A constantly shaking red envelope-like coupon with “click to pick up” Guide words such as this, after clicking, you may be directed to another URL, such as a shopping website, a video website, and so on. This is a very popular interactive advertisement in the 4G era, which requires users to click before entering the next operation. Although there are many forms of packaging, the core of this kind of advertisement is, in the final analysis, the system recommends matching preferential rights and interests for you based on user attributes, thereby promoting users to complete ad clicks and effect conversions. The logic behind it is to rely on the advertising recommendation engine to support the interest classification of the crowd, recommend preferential benefits to target users that meet the needs of advertisers, and increase daily activity or transaction rates. But the same gameplay lasted for ten years, and the rigid model was obviously outdated.
As an innovative mobile advertising technology company, Domeng is committed to assisting the media to complete commercialization. Although CEO Yang Bin does not consider Domeng to be a traditional advertising company, it faces the pain points of the industry and the traditional advertising companies face. It ’s exactly the same: the number of users has reached the ceiling. On the existing basis, the realization of traffic is very difficult. The advertising business, which has been a mainstay, has been constantly innovating, but the user ’s tiredness of “routines” has become faster , Leading to a decline in customer conversion rates.
In the 4G era, due to the limitation of mobile network speed, a lot of data for basic operations are downloaded and solidified on local devices. Therefore, APP has become mainstream, which has led to the development of unicorns through online and offline integration Internet companies. When these Internet companies interact with the media, they pay too much attention to the traffic, and the media are often passive when dealing with them. For example, in today’s short video industry, due to cost or manpower constraints, most media actually lack the ability to produce a sufficient amount of short videos on their own. Therefore, many media will choose to grab content from their external platforms to their own platforms. Short videos of external channels, after the feature film, or above the screen, most of the logos will appear “vibrato”, “volcano small video” to guide the flow, making the media forced to be a short video platform Drainage has lost the right to speak in the allocation of resource bits. This is a significant loss for media that has a single commercialization model that relies on the realization of sales of resource bits. As the voice of the media industry for the “return of autonomy” grows louder, Yang Bin believes that these issues can be solved.
This solution is cloud-based interactive short videos and interactive dramas that rely on 5G. Doumang hopes to rely on its own content to generateProduction capacity to produce interesting and sophisticated interactive short videos and interactive dramas. In addition to enriching the media content library, short videos directly connected to the cloud can also reduce the operating load of the media platform and assist the “H5ization” of the media platform. You only need to purchase a resource pack to enjoy short video products that do not have any outward drainage and the producers tend to have no exposure. In this way, media platforms that use traffic monetization as their main revenue method will hold distribution rights more actively in their hands.
For consumers, short videos are more ornamental and can bring more information; while for platforms, running short videos in the form of 5G + cloud data can not only bring faster speed. , Close to zero delay, providing a more immersive quality experience, can also get rid of the forced exposure of the short video platform, and return the distribution right to their own hands; for the advertising industry, the combination of 5G and short video, also It will increase the number of times the ad appears to the current unimaginable magnitude, and greatly increase the click-through rate and deliverable rate of online video ads.
In the 5G era, Yang Bin believes that the revolution in media advertising is in “H5”, and the infrastructure of all applications will be downloaded locally on the phone in the 4G era, and it can be stored in the cloud in the 5G era, eliminating the need for early download The steps from firmware to local, and the Confederate Alliance is making efforts to build a cloud-based short video platform based on such revolutionary changes. Doumeng hopes that with such cloud services, by providing short video content, giving the media more initiative, and getting rid of the monopoly of the existing short video giants, the advertising industry can enter a healthy development, return creative rights to users, and respect users more. Experience; return the distribution right to the media, so that traffic owners have more right to speak; return the right to information to advertisers, crack down on the industry drawbacks of counterfeit traffic, all these will help the media to shape a healthier business monetization model.
“What we have to do is two points: one is to use technology to bring higher-level and higher conversion rates through interactive short videos and interactive dramas; and the other is to follow the trend of de-appliedization. To create a cloud server, so that when media needs short video content, it can be directly obtained from the cloud. We give up the right of attribution to the greatest extent, and let the field of traffic monetize ‘no intermediary earns the difference’, and let the ‘three rights return’. Business logic to assist the commercialization of the media and empower them. “
The following is the interview record, edited
: Now that 5G is coming, you feelWhat pain points does the advertising industry face under the 4G environment?
Yang Bin: We are specifically empowering the media, so we will be more familiar with the pain points of the media platform, and the permanent pain points and needs of the media side are cash. The huge traffic brought by content production, how to be commercialized, is a question that the media has been seeking. Whether it is the commercialization of e-commerce, the commercialization of reading, or the commercialization of advertising, the resource level is very important. But now, because the 4G era is the APP era, a lot of unicorn companies based on mobile phones have appeared. They will be more powerful on the media side. Once they have cited their content, they just want to reveal it, such as the hot short video now. In fact, the media does not have the ability to make short videos by themselves. If you want to catch up with the short video, you must divert the short video app for free, which hinders the realization of media traffic. For advertisers and advertisers, the form of APP also has pain points-for advertisers, because it is unavoidable to advertise on various APPs, the fraud of traffic cannot be avoided, and it is likely to be bought for money False traffic, not to mention conversion rates. For our advertisers, short videos are a richer form of advertising, but the speed of 4G will affect the opening speed of short videos. Once this short video cannot be loaded for a few seconds, users will lose their patience to wipe it out. Already.
: Why does Doumeng think 5G is the answer? What do you think will be the future trend of the advertising industry in the 5G era?
Yang Bin: Because of the prospect of 5G development, we are currently working on 5G-based cloud short videos.
The advantage of 5G is that because the network is faster, many firmware does not need to be fixed locally in the form of APP in advance, but can be carried in the form of H5. Data can be used at any time and can be retrieved from the cloud at any time. Therefore, the monopoly power of these current app platforms will be weakened, and the right to distribute the traffic will be returned to the media, so that the media can independently realize the flow of traffic.
Secondly, because 5G is the Internet of Things, the terminal will be 100 times the current, and the cost of acquiring customers will not be as expensive as it is now. It can suppress the trend of false traffic and reduce the cost burden of advertisers.
Finally, because the network speed is fast enough, we can use more forms to carry advertisements. In the 4G era, graphics and text are the mainstay. In the 5G era, not only richer information and more interactive short video ads will be obtained. For development, we can even carry advertisements in the form of interactive dramas. In fact, the conversion rate will be higher, and we can try more forms.
When it comes to trends, we believe that “interactivity” will definitely be the trend of future advertising, and interaction will also be the standard for commercialization of advertising. For example, we may all know that the originator of interactive dramas is Netflix’s “Black Mirror” (Editor’s note: interactive drama “Black Mirror: Pandasnaki”》, When the user watches, you can choose the way to expand the story according to the user ’s ideas), basically it is copied in China. Domeng is also investing in an interactive play. But we cannot understand interaction as multiple endings. This is far from enough. At least three interactive elements must be integrated. The first interaction is the plot, which is the easiest to understand. The second interaction is the characters, and the user can participate in the interaction. This is the really fun place for the user to have a sense of participation and control. The third interaction is the object. For example, there is a cup in the play, and you can buy the same paragraph with one click. This also makes it easier to assist advertisers in product promotion and help the media platform to realize commercialization.
: Although H5 in 5G environment seems to have many benefits, the APP mode in 4G environment has been carried out for more than ten years, and has a broad user base. Once you need to make this Disruptive change, will user education become a big obstacle?
Yang Bin: At this stage, because a large number of applications still exist in the state of APP, based on the 5G state scene, the competitiveness of H5 video products may not be released quickly and fully. However, when the time is ripe, when everyone goes into the game again, if we have cultivated three or four years in advance, we will naturally be one step ahead.
So in the past few years, we will continue to iterate our products. We will not seek to educate customers too strongly at this stage. We just try to meet customer needs as much as possible and convince him to connect to our H5. After the ability of video content, slowly realize the advantages of the product, the customer’s psychological acceptance will be higher, and we plan ahead in order to have more time to convince customers.
: When it comes to “distribution rights return to the media”, when other platforms are converging traffic crazy, why did the Doumeng think of “restraining their desires” and reducing their own as much as possible? Existence?
Now, Douyin, Tencent, Baidu, and NetEase all have short video services, which can provide short video content to the media side, but no one wants to cooperate with the major manufacturers in depth, because the major manufacturers are too powerful, all the quoted small videos or The content provided, without exception, has a logo on it. The APP must give them free diversion. This will affect the traffic advertising revenue of the APP on the one hand, and it will also divert users to other places. For example, I think this comes from shaking. The small video of Yin is very good, I shake myselfI went to see it. For the original app, I was a lost user. This is the most embarrassing place. So if you want to differentiate with Dachang, you must cut off all your desires. For customers, my ability to provide cloud computing, transmission, and platform maintenance to serve the media is just like Intel in the computer manufacturing industry. With my technology moat, it has become the media choice. Although we do not need drainage on the surface, we can reach more companies to B by word of mouth. The logic of the B-end itself is different from that of the C-end enterprise. In fact, we don’t need to expose it in front of Internet users. We still need to see our positioning clearly.
As long as advertisers, distribution platforms, and advertisers have a precise positioning for themselves, return the creative rights to users, the distribution rights to the media, and the right to information to advertisers, future advertising scenarios can also be It’s beyond imagination, there are many things we can change. For practitioners, the most important thing is to learn. As long as you continue to follow the three keywords of H5, video and interaction, I believe there will be a number of new and great companies.