Mobile Advertising Goes after Video, Melody Hold the Roundtable Discussion of the Development of Mobile Internet Advertising Forum
Recently, Mary Meeker, the American Internet expert announced a report about the trend of Internet in 2012. This report showed that 13% of Internet traffic came from Mobile Internet. It also showed the rapid growth of global mobile commerce (67% came from app, 33%came from ad). Mobile advertising still had space for growth. In 2012, there were 270 million users using smart mobile phone in China, approximately 24% of the total mobile users. The growth rate of smart mobile phone users had reached 50%. The growth space was still large enough with the data. At the same time, the large video era was coming. The optimization of traditional TV and Internet video was imperative. At this moment, the booming development of mobile video provided new opportunities for the advertisers.
Jan 15th, 2013, development of Mobile Internet advertising forum was hold in Beijing. Melody Jian, general manager of hdtMobile, hold the round table conference in the afternoon. Sabrina Tian(manager of digital intermedium purchasing in P&G), Liu Li(media manager of mJoule), Tian Yaoqing(vice president of, Zhang he(COO of DOMOB), Tan Beiping(R&D director of Millward Brown's Greater China Region), Kevin Hu(chief operating officer of Miaozhen Systems) took part in this forum. The forum was mainly about what was the way for mobile advertising during the mobile video era.
Melody talked about fast development of mobile ad according to these four years experience and pointed out the importance of timing. What was the value of mobile platform? Sabrina said that most of the budget came from TV advertising. ¡®Mobile advertising goes after video¡¯ meant that video was the method, but who were the consumers and how to find them were more important. Liu Yaoqing showed expectation about the mobile video, and finally become more entertaining and widely spread. Zhang He thought that mobile advertising needed to display its superiority.
When Melody asked that what was the development of mobile video ad lack of? Sabrina said that what the ad concerned was that consumers would concern about media more than the ads. Let consumers pay attention to the mobile ad platform was the most important thing to do. Advertisers might ignore this development, said Liu Yaoqing, and because the scale of mobile video was not big enough, the disapproval of media were the biggest pressure. Tan Beiping said that we needed to think that how to serve the advertisers and consumers from the general direction. When consumers felt satisfied using the mobile platform to see the ads, it would be more charming to the consumers. What the new technology could bring to the users is the key to consider. Effects came from different routes. The generalized meaning was that after watching the video, you would see it again after a while. This behavior brought the searching effect. Kelvin Hu also pointed out that it was the trend to combine mobile and video. The trend was based on the market driving technology. We were all expecting the technology extension in the future.
[Event Photo]

From left to right: Sabrina Tian, Liu Li, Liu Yaoqing, Zhang He, Tan Beiping, Melody Jian and Kelvin Hu