'2012- Data monitoring report of China Mobile application advertising platform in 2013

In 2012, China's smartphone shipments exceeded 1. 0. 9 billion units, the scale of mobile Internet users increased to 4. 0. 2 billion. In the first half of 2013, the number of Internet users further increased to 4. 0. 6 billion, accounting for more than 3/4 of the total number of netizens. The rapid growth of mobile netizens and mobile devices indicates that China's mobile Internet market is entering a period of high growth and competition will become increasingly fierce. In a very important marketing field in the mobile Internet market, mobile application advertising platform is currently developing rapidly, with huge growth space in the huge user base and rapidly changing mobile media. In 2012, the market size of mobile application advertising platform increased to 12. 0. 6 billion, expected to grow to 25 in 2013. 0. 7 billion, and will continue to maintain a high growth rate in the next few years. After the market development and education in previous years, the market structure of China Mobile's application advertising platform is also changing while the market size maintains a relatively high growth rate. With the deepening of market competition and the increase of budget proportion of traditional brand advertisers in mobile advertising, the profits of advertising platforms have been improved, and some of them have been greatly increased, gradually opened the gap with other platforms, the market pattern gradually concentrated. Since 2007, the mobile application ecosystem has developed explosively. The number of applications has increased linearly, application innovations have emerged continuously, and user recognition has become higher and higher. The marketing mode above this has also made great progress, and has gradually gained more recognition from the initial stage of cultivation and trial. By 2012, with the acceleration of the popularity of smart phones and the transfer of media to mobile terminals, advertisers will increasingly realize the importance of mobile advertising and the budget will tilt more to mobile terminals. However, 2013 is a period of transformation in the industry. The early investment of mobile application advertising platform has gradually received corresponding returns. The increase in investment has promoted the growth of enterprise revenue. The intensification of competition has gradually made the competition pattern clear. In such changes in the competitive landscape, each mobile application advertising platform has formed its own characteristics, in the form of display (Insert screen ads, full screen ads, points wall, etc) , Interactive effects, media resources and other aspects have formed a certain degree of differentiated competition. The development of mobile application advertising platform has also attracted internet giants. The competition of application advertising platforms and the access of giants will stir up the entire mobile marketing market, promote the market to enter an expansion period, and attract more advertisers and media to invest in. Programmatic purchases of advertisements displayed on the Internet ( Advertising technology innovation promoted by DSP and advertising trading platform) As a result, mobile application advertising has also shown early signs of change. IResearch Consulting has joined forces with five of the mainstream mobile application advertising platforms in the current market: anwo Media, duomeng, Limei Technology, hangqian mobile media and adesch, the advertising operation data and user behavior characteristics data on their respective platforms are displayed, thus forming the '2012- 2013 China Mobile application advertising platform data monitoring report. From this, we can see some development characteristics of China Mobile's application advertising platform. From the cases provided by the enterprise, we can also understand some characteristics of the effect and Operation level.