Mobile video applications. Typical ones are Youku Tudou, Iqiyi and Sohu Video. With the maturity of user soil and marketing ecology, advertisers begin to favor multi-screen marketing more and more. The network video traffic on PC has been difficult to meet the needs of advertisers, and mobile video advertising has experienced rapid growth since 20 13. For example, as of the first quarter of 20 14, the daily broadcast volume of Youku Tudou's mobile terminal has soared to 400 million, while the advertising forms on the mobile terminal are rich and diverse, and the display forms of mobile video advertisements are relatively richer. In addition to patch advertising, you can also choose click-to-play, interactive video and other forms.
Tool application related to daily life. Typical examples are ink weather, perpetual calendar, and beautiful pictures of Xiu Xiu. Since the first edition was published in 2009, the number of users of Ink Weather has reached 270 million, with 45 million daily active users. Now, Ink Weather has also developed the promotion and joint operation of games. Under the premise of not affecting the user experience, soft brand advertising elements have been implanted, and many clothing, beverage and automobile brands have implanted advertisements. The number of activated users of the perpetual calendar App has exceeded 654.38 billion, and its open-screen advertisements and banner advertisements have been favored by many advertisers.
Applications related to entertainment and social interaction. Typical examples are Sina Weibo and Meitu Xiu Xiu. In 20 13, Sina announced that Weibo Mobile contributed more than 30% of advertising revenue. On July 20 14, Weibo announced the launch of a brand-new "startup header" advertising product to help advertisers achieve strong brand exposure when users open Weibo clients, with nearly 1 500,000 active users in Weibo and nearly 70 million in Weibo. Social-related applications also have great advertising value. For example, photo sharing has promoted the popularity of photo applications such as Meitu Xiu Xiu. At present, Meitu Xiu Xiu has 200 million independent users and more than180,000 daily active users, attracting a large number of advertisers' applications. At the same time, Meitu Xiu Xiu also launched a mobile phone, hoping to realize the integration of applications to hardware.
Vertical application that successfully combines tools with content. A typical example is a dictionary. Youdao dictionary has gathered a large number of users with translation and English learning needs. At present, there are more than 200 million mobile users. However, the user value of this application has not been tapped. Different from other vertical apps, Youdao Dictionary is not a tool at present, but a media with English reading content. Even Youdao Dictionary has launched an online education platform. Traditional English education institutions and content publishers began to provide mobile portals to sell online educational content, such as graphic courses, e-books, interactive answering questions, word recitation and so on. At present, Youdao Dictionary has launched native advertisements on the mobile side, which has been recognized by customers including automobiles, IT technology and consumer goods. For example, its most prominent column is bilingual daily sentence, which can publicize the brand spirit to users, strengthen brand memory and facilitate the completion of original marketing.
Vertical application of the combination of tools and communities. Typical examples are Aunt Mao, Grapefruit and Hot Mom Gang, all of which are aimed at female groups. For example, Aunt Ma focuses on menstrual health. In the application of this mobile phone, women not only include menstrual records, menstrual prediction, self-test and suggestions of menstrual diseases/premenstrual syndrome, prediction of easy pregnancy, promotion of beauty and fitness tips, etc. And you can also selectively turn on the functions of weight loss urging and daily water replenishment reminder. At present, Aunt Ma has 45 million registered users and 3.2 million daily active users. Aunt Ma has started commercialization, including exclusive cooperation with women's products such as Besuto, online sales in weighing scale Latin, and precision marketing based on big data, focusing on women's vertical e-commerce, health value-added services and precision promotion services.
Applications related to geographical location. Typical examples are public comment, Baidu map and Gaode map. For example, the number of mobile phone users in Dianping.com has exceeded 65.438+0.5 billion, the number of monthly active users has reached 65.438+0.3 billion, and the traffic from mobile terminals has exceeded 80%. With the help of catering information and location service, public comment successfully realized the link of O2O. It is reported that every 654.38+00,000 exposures in Dianping.com can bring an average of 3 tables of food and beverage consumers, 7 tables of beauty cosmetics consumers and 2 groups of leisure and entertainment consumers.
Of course, in addition to the above typical applications, there are many vertical applications and mobile phone tool applications with marketing value. However, for advertisers, the most important thing is to deeply understand the crowd and scene value of the app. For example, a tool-media-service trinity functional positioning app has higher marketing value than a simple tool application. An app with media attributes that can combine soft implantation and native marketing has more marketing value than a simple banner advertisement. Even if it is over 100 million apps, there are actually differences in crowd and value, and advertisers need to organically integrate mobile apps.