\"Before open a mobile phone app, found a red envelope open animation, you will click open, if see ten times, you will also order? \"asked Yang Bin, CEO and co-founder of Dou League, who has been working in the interactive advertising industry.
Recently, I believe all kinds of apps in your phone have received a lot of new year's promotion information, they usually appear in the pop-up window after opening the app, a sloshing red envelope coupon with the words \"click receive\" and so on, click on, you may be drained into other sites, such as shopping sites, video sites and so on. This is the 4G era of very popular interactive advertising, characterized by the need for users to click to move on to the next step. Although the packaging forms are diverse, but the core of this kind of advertisement, in the final analysis, is the system according to the user attribute, recommends the matching preferential rights and interests for you, thus promotes the user to complete the advertisement click and the effect transformation. The logic behind it is to rely on the advertising recommendation engine to do support, interest in the crowd classification, to meet the needs of advertisers to recommend preferential interests, increase daily activity or transaction rate. But the same play lasted a decade, and the rigid pattern is clearly outdated.
As an innovative mobile-advertising technology company, mr. yang, ceo, doesn't see mr. dama as a traditional advertising company, but faces the same industry pain point as traditional ad companies: the number of users has reached the ceiling, and on an existing basis, the flow is very difficult to realize; has been a mainstay of ad business, and while the means are constantly being innovated, the speed at which users become more tired of the \"routine\" has become more rapid, resulting in a declining customer conversion rate.
In the 4g era, because of the limitations of mobile internet speeds, much of the data underlying the operation was downloaded and solidified on local devices, so the app became the mainstream, giving rise to internet companies that grew into unicorns through online and offline fusions, which were often passive when interacting with the media because they attached too much importance to traffic. For example, in short video today, because of the cost or manpower constraints, most of the media actually lack the ability to produce enough short video alone, so many media will choose to grab content from external channels to their own platform, and these short video from external channels, after the positive film, or above the picture, will appear \"shake \",\" volcano small video\" logo, to play a diversion role, so that the media is forced on their own platform for short video platform to lose the right to speak on the resource allocation, this single commercial model, rely on the sale of resources to realize the flow of media, is a small loss. As the media industry's calls for a \"autonomy return\" grow louder, mr yang believes these issues have a way to go.
This solution is back to the 5G cloud interactive short video and interactive drama. In addition to enriching the content base of the media, the short video with direct access to the cloud can also reduce the operating load of the media platform, and help the media platform to \"H5\". In this way, the media platform with the flow realization as the main revenue mode will hold the distribution right more proactively in the hand.
For consumers, short video is more ornamental and can bring more information; for platforms, running short video in the form of 5g cloud data cannot only bring faster speed, close to zero delay, provide more immersive quality experience, but also get rid of the forced exposure of short video platforms and take the distribution right back into their own hands; and for advertising industry, the combination of 5G and short video, will also increase the number of advertising to the current unimaginable order of magnitude, greatly increase the click rate and delivery rate of online advertising, can be said to kill more.
In the 5G era, Yang Bin believes that the revolutionary nature of media advertising in the \"H5\", the infrastructure of all applications, in the 4G era will be downloaded in advance in the mobile phone local, the 5G era can be stored in the cloud, eliminating the steps to download firmware to the local in advance, and the bean alliance to create a cloud short video platform based on such revolutionary changes. With this kind of cloud service, it hopes that, by providing short-video content, giving the media a higher initiative, freeing itself from the monopoly of the existing short video giant, the advertising industry can enter into a healthy development, giving the creative right back to the user and more respect for the user experience; giving the distribution right back to the media and giving the flow owner a greater right to speak; and giving the right to know back to the advertiser to combat the malpractice of the flow fraud industry, all of which will help the media to shape a healthier business realization model.
\"There are two things we have to do: one is to use technology to bring higher-level, higher-conversion high-level interaction mode through the form of interactive short video, interactive drama, and the other is to conform to the trend of deappization and create cloud server, so that the media can get it directly from the cloud when it needs short video content. We give up the right of authorship to the maximum extent, let the flow realisation field'no middleman earn the difference', let'three rights return', through this business logic, commercialize the media to assist them and empower them.
Yang Bin: We are dedicated to the media, so will be more familiar with the media platform pain point, and the media end of the permanent pain point and demand is realized. Content production brought huge flow, how to commercialize, media has been exploring the problem. Whether it is e-commerce commercialization, reading commercialization, or advertising commercialization, resource level is very important. But now, because the 4g era is the app era, there are a lot of unicorns based on mobile phone, they will be more powerful to the media side, once they quote their content, they are to do exposure, such as the current hot short video, the media does not actually have the ability to make their own short video, want to catch up with the short video tuyere, must be free of charge for short video app drainage, which hinders the realization of media traffic. And for advertisers and advertisers, the form of app also has a pain point - for advertisers, because it is inevitable to advertise on a variety of apps, that traffic fraud is inevitable, is likely to spend money to buy false flow, not to mention conversion rate. And for our advertisers, short video is a richer form of advertising, but the speed of 4G will affect the speed of short video opening, once this short video cannot be loaded in a few seconds, the user will lose patience to cross away.
The advantage of 5G is that because the network is faster, many firmware do not need to be solidified locally in the form of app in advance, but can be carried in the form of H5, data can be used at any time, can be retrieved from the cloud at any time, so it will weaken the monopoly power of these app platforms, the distribution of traffic to the media, so that the media can independently carry out the flow realization.
Second, because 5G is the Internet of things, so the terminal will be 100 times the current, the cost of getting customers will not be as expensive as now, can suppress the atmosphere of false traffic, but also reduce the cost burden on advertisers.
Finally, because the network speed is fast enough, we can use more forms to carry advertising, the 4G era is mainly graphic and text, in the 5G era, not only the more information, more interactive short video advertising will be developed, we can even use the form of interactive drama to carry advertising, so that the conversion rate will be higher, we can try more forms.
36 Krypton: Although H5 in 5G environment seems to have many benefits, but the app mode in 4G environment has been carried out for more than ten years, with a very broad user base, once this subversive change needs to be made, 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, so based on the scene of 5G state, the video product competitiveness of H5 is not necessarily able to be released quickly and fully, but when the time is ripe, when we go to the bureau again, if we have ploughed ahead for three or four years, we will be able to lead a position.
So we will continue to iterate over our products in the last few years, not to educate our customers at this stage to be too strong, just to meet their needs as much as possible, to convince them to access our H5 video content ability, to slowly understand the advantages of the product, the customer's psychological acceptance will be higher, and we layout ahead of time, is to have more time to convince customers.
Krypton: when it comes to \"distributing power back to the media,\" when other platforms are frantically converging on the flow, why would the bean alliance think of\" restraining its own desires \"and minimizing its own sense of existence?
Now, twitter, tencent, baidu, netease all have short video service, can provide short video content to the media end, but no one is willing to cooperate with the big factory in depth, because the big factory is too strong, all the quoted small video or provide content, without exception, there is a logo, app must give them free diversion, so one side of the impact app traffic advertising revenue, then will also drain users to other places, such as I think this small video from the sound shake sound is very good, I went to see the next, that for the original app, I am the loss of users, this is the most embarrassing place, so want to make a big difference with the factory, you have to cut all your desire. For customers, my ability to provide cloud computing, transmission, platform maintenance, to provide services to the media, like Intel in the computer manufacturing industry, with my technology moat, become the choice of media. Although we do not need to clear the face of drainage, but rely on word of mouth, but also can reach more companies to B. The B-terminal itself is different from the logic of the C-terminal enterprise, and we don't necessarily need to show it in front of the Internet users, or to see our own position.
As long as advertisers, distribution platforms, advertisers have a quasi-cut position on themselves, the creative right to return to users, distribution rights to the media, the right to know back to advertisers, the future advertising scene can be very beyond imagination, we can go to change a lot of things. Now for practitioners, the most important thing is to learn, as long as the three keywords of H5, video and interaction continue to walk, I believe that there will be a number of new, great companies will emerge.