Information flow advertisement
According to the data of iResearch, the annual growth rates of information flow advertising in 20 16, 20 17 and 20 18 are 109.3%, 910.5% and 70.4% respectively, and the growth rates are expected to be in 2020. In other words, information flow advertising will continue to develop at a growth rate of 50% in the next one to two years. Obviously, information flow is the general trend of industry development.
Information flow advertisement
1. The market value of information flow as the main bearing mode of advertisements has been further enhanced.
? At present, the Internet content production system tends to be mature. With the continuous improvement of technology, algorithms and operational capabilities, the market value of information flow advertisements will be further strengthened. With the help of content communication, information flow advertising has more accurate target positioning, more obvious communication transformation effect and greater appeal to advertisers. In the future, the status of information flow as the main bearing mode of advertising will continue to be consolidated.
? The biggest challenge of information flow advertising at this stage lies in content and matching accuracy. The richness and coverage of content, as well as whether enterprise intelligence technology can accurately match user needs and advertising types, will become the focus of industry competition. With the push of information flow advertisements becoming more and more frequent, users are prone to resistance. Only by clarifying the user's needs and matching accurately can we improve the advertising conversion effect and attract more advertisers to choose.
2. The scale of mobile advertising market exceeds 400 billion yuan, and information flow has become the mainstream advertising bearing mode.
? In 20 19, the scale of China mobile advertising market is expected to exceed 400 billion yuan, and will continue to grow steadily. Information flow has become the main bearing mode of advertising with the characteristics of accurate communication and high conversion rate, and will continue to be consolidated. Its original form enables advertisements to provide valuable information without destroying the user experience, which reduces the user's perception of advertising interference and improves the fluency of user information processing.
3. The market structure of information flow advertising is clear, and the industry has entered the era of ecological competition.
? At present, the echelon distribution of information flow advertising market in China is obvious, with products from Ali, Tencent and ByteDance occupying the first echelon. The head platform uses the advantages of resources to create an ecological product matrix, and the competition in the information flow advertising industry has risen to the ecological level. Among them, Tencent has super social traffic products, while Ali covers information, search and other scenarios, showing its competitive advantage.
? At present, the behavior of information flow advertising is gradually developing from manual processing to combining intelligent technology, and the dependence of information flow advertising industry on intelligent technology will be further enhanced in the future. The development of technology will make the information flow advertising realize intelligent delivery and deeply intervene in the whole process of the information flow advertising market. The degree of specialization of intelligent technology will become an important factor to expand the market gap between enterprises.
4. News information has become the most important scene for netizens to browse information flow advertisements, and the head echelon is scrambling for layout.
? 55.6% netizens mainly browse information flow advertisements when watching news information, and news information has become the most important communication scene of information flow advertisements. Ali, Tencent, Baidu, ByteDance and other enterprises in the first echelon of information flow advertising are scrambling to lay out this field, among which Ali UC information products are the most mature, and users use UC information products for an average of 98 minutes every day.
Does 5.5G contribute to market development? Will the forms of information flow advertisements be more abundant?
The commercialization of 5G is gradually put on the agenda, and video will become an important carrier for netizens to obtain content in various scenarios in the future, among which short video products will usher in greater growth. The short video industry has developed rapidly in recent years, and major Internet companies have laid out. In the future, with the promotion of 5G, short video will become an important channel for content dissemination, and its massive users and the amount of content it can carry will make it the next form of information flow advertising.
? With the gradual maturity of technology development, the forms of information flow advertisements will be more abundant in the future. In addition to mobile terminals, information flow advertisements will also be combined with the development of the Internet of Things and penetrate into smart homes and other fields. In the future, the combination of information flow advertising and scenes will continue to deepen, and the conversion effect will be more prominent by matching various advertising contents for users in different places, times and weather.