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开发者如何在手机市场营销链条中重获价值?

发布时间:2013-08-07 15:42:43 Tags:,,,,

作者:Sephi Shapira

纵观所有产业,不管是早前还是新兴产业,手机,网页甚至是传统零售业,只要存在市场营销机遇,便会出现中间人。他们会在供应链上展现自己的专业知识,快速市场营销手段以及其它额外的价值。他们也会采取各种捷径。而这都属于正当业务吧?

在手机广告生态系统中间人中,像附属网络,交易和广告网络等已经成为了中心角色了。随着技术的快速发展,复杂的生态系统和具有可扩展性的挑战都在阻止着开发者进行独自购买与招标,这些中间人一直在控制着买家与卖家间的渠道,以及流向双方的费用。

而独立创造产品的手机开发者只能捡得“剩菜”。

应用开发者是手机内容创造专家,他们始终专注于如何发挥创造性将自己的作品与每天涌现于市场上的新应用区分开来。想办法从这些免费应用中获得盈利总是会让人感到怯步,因为这需要与大量竞争者展开竞争。相关且设计良好的应用内部广告逐渐成为一种简单且用户愿意接受的解决方法,足以承担手机开发,并且无需跟用户收费或牺牲产品而从每个单一安装中获得盈利。

挑战在于广告关联性,这是现在手机应用生态系统的主要障碍。

为了确保广告空间能够带给广告商真正价值,广告产品就需要符合每个终端用户的个人需求—-这便是广告网络,附属网络,RTB和交易所等其它能够进行调停并赚取发行商巨大利润的主要手段。如今“中间人”仍会基于手动解决方法去使用传统和手工广告服务技巧而获取一些不成比例的佣金,通常是每个广告商和发行商手上的25%至50%。

开发者该如何重新夺回主导位置?

发行商首先需要意识到中间人谋取自我利益的动机。他们会接受高额的佣金去设置广告网络而推动用户的点击。从而导致最终游戏只是一个具有吸引力的横幅广告。缺少追踪或分享消费者信息的动机将会导致更多利润流进广告商的口袋中。这种不正常的关系将会大大降低库存的价值并阻碍发行商获得额外的利润。

Advertising(from lerablog)

Advertising(from lerablog)

所以这并不是件轻松的事,中间人的工作也不是完全多余的,不过好消息是,这些都是可以做到的。所有的广告都带有广告空间,所有的空间优化(游戏邦注:面向广告关联性和最终销量)都带有相关目标。现在的新兴广告能够根据每个用户的实时手机行为而有效地匹配他们的需求,从而确保发行商的底线和广告上的手机活动效能的显著提高。

这同样也改变了业务模式。现在的广告网络能够提供深度的应用内部目标技术。这将让网络能够有利地保障广告商在手机市场营销预算中的ROI或“手机性能”。这时候,广告网络将不再因为广告点击而获得回报(这将能够更轻松地进行优化),反而会推动实际交易,即使用技术去创造并优化可扩展的活动,从而将推广费用转变成销售额。

作为世界上最快速发展的智能手机市场,中国便已经开始使用这一方法了,即广告商会在手机市场营销活动中直接要求ROI。而其它市场也快速遵循着这一做法。

手机市场营销仍处于初级阶段

它的学习曲线反映着2000年代初期网络广告产业的发展状况。横幅广告点击仍是最常见的模式,尽管它一直制约着那些想要缩短点击和购买间的距离的广告商们,以及那些持续将更多收益分给广告网络,附属网络以及其它未能有效提供广告给用户的机构的发行商们。

消费者总是会忽略许多不相干的广告,如果能够有效执行应用内部广告将能在游戏各个方面呈现出更棒的价值。

填补这一缺口是必然的行动也是市场的需求,特别是面对较小的手机屏幕来说。重点便在于广告商们可以利用用户在手机上的个人体验,在适当的时间提供给他们个体的广告服务。技术并不在乎用户来自哪里,讲什么语言或位于哪个时区。

结果将能更直接地维系起广告商和发行商之间的关系,从而创造出更有利的生态系统去造福所有玩家,从而避免那些复杂,可扩展且昂贵技术的中间角色。

本文为游戏邦/gamerboom.com编译,拒绝任何不保留版权的转载,如需转载请联系:游戏邦

How developers can regain value in the mobile marketing chain

By Sephi Shapira

Across all industries — old and new, mobile, web, and even traditional retail — whenever there’s a marketing opportunity, there’s a middleman. They add expertise, faster time-to-market, and additional value through the supply chain. They also take their cut. Legitimate business. Right? Well…

In the mobile advertising ecosystem middlemen, like affiliate networks, exchanges, and ad networks, have become center-men. As fast-changing technology, complex ecosystems, and scalability challenges prevent developers from doing their own buying and bidding, these middlemen have taken control over channels between buyers and sellers, and the cash is flowing through them.

Mobile developers, creating the products themselves, get the leftovers.

App developers are experts in mobile content creation and focus on the creativity required to differentiate their offerings from the scores of new apps flooding the market daily. Finding ways to monetize these mainly free apps can therefore be daunting, as they try to stay competitive with the abundant competition. Relevant, well designed in-app advertising is becoming the easy, user-accepted solution to finance mobile development, monetizing on every single install without charging users or compromising the product.

The challenge is ad relevancy, currently a major hurdle for the mobile app ecosystem.

Ad offerings need to match each end user individually in order for ad space to have any true value for advertisers — and this is precisely where ad networks, affiliate networks, RTBs, exchanges, and others come in to mediate and take their chunk of the publishers’ profits. Current manual solutions still used by the ‘middlemen’ to leverage traditional and manual ad-serving techniques incur disproportionate commissions of typically 25 to 50 percent each, carried by both the advertisers and publishers.

How can developers regain pole position?

Publishers must first recognize the motive of self-interest for the middleman. Ad networks are set up to push for clicks because their hefty commissions depend on it. The end game is solely an attractive banner. No incentive then to track or share consumer information that otherwise could be spun into gold by advertisers. This dysfunctional relationship de-values inventory and obstructs additional profits for the publisher.

So it won’t be easy and the middleman’s job isn’t yet fully redundant, but the good news is it can be done. There’s no advertising without ad space and no optimization of that space (for ad relevancy and ultimately sales) without relevant targeting. Emerging technologies now effectively match the end-user to the right offer, based on each user’s real time mobile behavior, ensuring a dramatic increase in both the publishers’ bottom line and the advertisers’ mobile campaign efficiency.

An advanced technology called ‘Real Time Performance’ allows for serving ads, based on each user’s mobile purchase history, eliminate the manual matching currently conducted by the middlemen, and the commission involved. All sides win: Ad networks get better targeting capabilities through direct access to the end-user, consumers get more relevant and meaningful offers and publishers gain control over their own mobile traffic assets, while multiplying their income along the way.

This also switches the business model. Ad networks can now offer deep in-app targeting technology. This will provide networks with the ability to profitably guarantee advertisers’ ROI on their mobile marketing budgets, or ‘Mobile Performance.’ At this point, ad networks will no longer get paid on a click of a banner, which is easier to optimize for, but rather push for actual transactions, using technology created and optimized for scalable campaigns that turn promotional dollars into sales.

China, the world’s fastest growing smartphone market already operates this way, with advertisers demanding direct ROI on mobile marketing campaigns. The rest of the world is fast following China’s lead.

Mobile marketing is still in its infancy

Its learning curve is an accelerated reflection of the web advertising industry in the early 2000s. A banner-ad click is still the most common model, despite its great limitations for advertisers who struggle to bridge the gap from click to buy, and for publishers who continue to hand over substantial proportions of their income to the ad networks, affiliates and others who are still failing to accurately serve more relevant ads to users.

Consumers also miss out with too many irrelevant ads, a shame really because well-implemented in-app advertising could provide great value on all fronts.

Filling this gap is inevitable and market demand, especially on the small, always-on mobile screen, is more relevant than ever. The point of impact is precisely that point of taking advantage of the personal experience that is mobile, where advertisers are able to serve individualized advertising to each customer, at a relevant time. Technology doesn’t care where a customer is located, what language they speak and in what time zone.

The result is more direct bridge between advertisers and publishers, leading to a more profitable ecosystem that benefits all players, eliminating the unnecessary middleman with sophisticated, scalable, cost-effective technology.(source:venturebeat)


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