New Logic Of Advertising: Picking Up Fragments With Technology

How to achieve in the era of fragmentation brand Precise docking with audiences? This has been a difficult problem for the advertising industry. Now, CEO Liu Junfeng, who is easy to work with each other, has found his answer.

The company, co founded by network technology experts and advertisers, focuses on independent research and development of network precision orientation technology. network marketing The service has recently received $20 million in financing. Investors' investment in oak trees is so easy to communicate: "it not only changed the definition of Internet advertising, but also set a new industry standard in how to reach and influence audiences and enhance user experience."

"Entrepreneurs are all restless people."

In Liu Junfeng CEO, the successful entrepreneurs seem to have some similar genes: restless hearts, almost paranoid persistence and adventurous spirit. Liu Junfeng said he was the kind of restless person. "I usually have to have fun before starting a business. I like it, and I want to think about making money again." This is Liu Junfeng's. Entrepreneurship Principle.

After graduating from college, Liu Junfeng entered Guangming and was responsible for media planning in the top 4A advertising company. At first, he was very interested in many traditional advertising theories and went deep into it, but later found that this traditional advertising mode became very boring: "there are many things that can not be quantified at all, and the traditional advertising theory is a bit empty."

After leaving Guangming, Liu Junfeng and others co founded the hot video. The goal of the storm video was to create a universal player, which belonged to offline products. Liu Junfeng's dream was more biased towards the Internet. So when the storm was audio-visual, Liu Junfeng decided to leave and set up his own career -- easy to communicate.

Technology driven audience network

The impact of Internet technology on the advertising industry is not a new topic. When the traditional advertising companies face some difficulties, they create another group of technology driven new advertising companies: the technical schools in advertising.

In fact, at the beginning of the establishment of easy interoperability, Liu Junfeng has positioned the company as a technology centered company rather than a mere advertising agency. Few people in the advertising industry are so highly esteems about technology as Liu Junfeng does. In a leisurely and interworking group of people, the technical team accounts for more than 1/3 of the entire team. This is an incredible thing for traditional advertising companies. Paying enough attention to technology benefits from Liu Junfeng's insight into the current marketing environment: in his opinion, audiences are no longer monolithic, but become more fragmented. This makes the cross media integration of advertising become more complex to require high-end technology to solve problems. On the other hand, the optimization control and effectiveness monitoring of advertising need strong support from technical tools.

Since its establishment in 2007, Yau Yi Tong has always adhered to technology as the core to drive advertising development. With the maturity of its technology and the strong push of capital, the concept of "Chinese audience network" has been put forward, which has replaced the original slogan. Rather, we think it is only when technology and capital strength reach a certain level. Liu Junfeng said.

In fact, what is most satisfying to Liu Junfeng is the database support behind the concept. Up to now, the total number of Internet users with over 500 million users has reached 250 million, and the number of active samples has reached more than 50% of the total number of Internet users in China. Active active samples refer to those users who have active 10 or more access paths within 4 weeks. If they do not meet the requirements, they will be eliminated by the system. This rigorous screening process is easy to work with each week to ensure that the database is fresh and effective.

A new advertising logic of "human heart"

There is often a subversive logic behind an innovation model. The traditional advertising logic is to study the attributes of the media first, then analyze whether the main audiences of the media match the potential consumers of the advertisers, and then choose the media.

The logic that seems reasonable has begun to go against the rapidly changing marketing environment. He said, "there are all kinds of things in front of people, and people have nothing in front of them." Advertisers also face the fragmentation of media and fragmentation of audiences. Single media can not cover all the consumer groups. What should I do? Changing the traditional logic: "abandon the idea of finding media. We are looking for people directly! "

To put it simply, the easy way to deal with people's hearts is to lock the target audience first and then cover the media, so that advertisers can convey the most appropriate information to the most suitable person at the most appropriate time. When the media and audiences become fragmented, it's easy to get together and think about how to bring these fragments back together.

Using advanced search engine, cloud computing and SVM technology, we analyze the cookie browsing records of each user in the audience database, extract key words in web pages, and find users' interest points. From a large audience with blurred faces, 22 distinct industry categories and 230 product categories are extracted from the small ethnic groups with distinct personality characteristics.

Then, through content orientation, behavior orientation and technology orientation, many individuals with the same value pursuit, life style and cultural characteristics can be aggregated together. To maximize the communication effect with the minimum transmission cost, the advertisers will help advertisers recover the wasted communication resources.

Through content orientation, we choose the main page advertisement that matches the advertisement page best; in behavior orientation, we provide matching advertisements according to the user interest attribute (22 industry classification, 230 product classification, custom brand classification); technology orientation can achieve precise location, time, weather, frequency, browser, OS and URL.

In May 10th, the new website was launched. Reporters found that the new company LOGO was already in use, and the headline of the "China audience network" was in line with company LOGO. It seems that the Internet advertising company, which is highly technical and proud of its huge audience network, is ready to rush again after introducing capital.