美国在线 世界需要移动数据与广告的联姻【亚博app下载安装】

本文摘要:inamemotoemployeesafterannouncingthatverizoncommunicationswouldbuyhiscompanyfor $ 4.4 billion,Tim Armstrong, AOL’SCCC OFERAPSodichymnonasinglesubject 3360 Mobile .在Verizon Communications宣布以44亿美元(约273亿人民币)收购该公司后,在美国在线(The future of nearly all media,andconsequentlythefutureofnearlyalladvertising,he said, isaboutourphones .“ifthereisonekeytoourjourneytobuildingthelargestdigitalmediaplatformintheworld,it is mobile,”he by way of explaie acompanyknownforitsnewsandentertainmentsitesanditsdial-up subscribers,wasmergingwithacellphol“在创建仅次于世界的数字媒体平台的道路上很重要这也表明了以新闻、娱乐网站和拨号服务闻名的AOL与手机运营商不分离的理由。

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inamemotoemployeesafterannouncingthatverizoncommunicationswouldbuyhiscompanyfor $ 4.4 billion,Tim Armstrong, AOL’SCCC OFERAPSodichymnonasinglesubject 3360 Mobile .在Verizon Communications宣布以44亿美元(约273亿人民币)收购该公司后,在美国在线(The future of nearly all media,andconsequentlythefutureofnearlyalladvertising,he said, isaboutourphones .“ifthereisonekeytoourjourneytobuildingthelargestdigitalmediaplatformintheworld,it is mobile,”he by way of explaie acompanyknownforitsnewsandentertainmentsitesanditsdial-up subscribers,wasmergingwithacellphol“在创建仅次于世界的数字媒体平台的道路上很重要这也表明了以新闻、娱乐网站和拨号服务闻名的AOL与手机运营商不分离的理由。Mr. Armstrong ended his memo,whichwasotherwisepuffedwithjargonindecipherabletomanyoutsidetheworldofadvertisingandmedia, withaclearmessagethatcoulddoubleasthecatchphraseofhisentireindustry :“let’s mobilize .”阿姆斯特朗的笔记中充满了语言,很多广告和媒体业his words-andthedealwithverizonhejusthelpedengineer-arejusthelatestcorporatereactiontoastaggeringshiftinthewaypeopleacces hegg ain ment.overthelastcoupleofyears是, wehavecollectivelydecidedtouseourphonestoreachtheinternetmorethanweeverusedourcomputerstodo.andlikeahordeofaggrievedvulture stodo spiritedawaytosomeotherpartofthesavanna是thetechandmediabusinessisequallypanickedandexcitedaboutthevastpossibilitiesformaking 这几年我们集体要求使用手机互联网,比我们至今为止任何时候使用电脑互联网的时间都要多。像愤怒的秃鹫群一样,目睹自己的腐肉被转移到热带草原的其他地方,科技和媒体行业面对从这种变化中受益的广阔可能性,感到惊讶和高兴。

At the moment, exceptforgoogleandfacebook-whichtogethercontrolmorethan 55 percent of the $ 42.6 billionworldwidemobileadmarks accordingtoemarketer ) avigatethetransitionfromdesktopcomputerstophones.theshifthasshakenupjussion ery thing for every one,suchasinternetportalslikeaola carriers like Verizon and ATT; andecommerceventureslikeamazon.some industries-musicandnewspapersamongthem-werejustfiguringouttheswitchfromphysical andprintttes ewebtoourphonesishappeningevenfasterthanthetransitionawayfromphysicalmedia是and in many ways it is more profound .现在, 谷歌和Facebook——根据eMarketer的统计资料,这两家公司控制着426亿美元世界移动广告市场的553354只有少数公司能很好地管理这一以往。这个变化完全改变了所有人的一切,包括AOL和Yahoo等互联网门户,韦里森和ATT等运营商,亚马逊等电子商务企业。有些行业——还包括音乐和报纸——,考虑从光盘和印刷等实体媒体到网络的变化。但是网络向手机的转移再次变慢,在很多方面给我留下了深刻的印象。

As Benedict Evans, ananalystattheventurecapitalfirmandreessenhorowitz, isfondofpointingoutinapresentationhecalls“mobileiseatingtheworld”“thesmartphoneindustryisnowshippingnearlythreetimesasmanydes rindustrydidatitspeak.smart phone shaves moreconsumptionofmediathanwehadeverthoughtpossible。wespendjustabouthalfthetimewe’renotsleepinggluedtosomekindofscreen .风险投资公司安德森霍洛维茨(Andreessen Horowitz ) 的分析师本尼迪克斯“移动事业正在毁灭世界”的演说中,热情地认为智能手机行业现在的设备出货量只是电脑行业高峰时的出货量的3倍。因为智能手机,媒体的消费远远超过了我们过去的想象,我们凝视着大约一半的非睡眠时间在某个屏幕上。phonesbringnoveltechnicalanduser-interface challenges, someofwhichaccountforverizon’sinterestinaol 3360 howdoyoudisplay on an interface fragmented by apps, howdoyoufigureoutwhousersare-andhowtoservethemwithebestads-astheyswitchfromgamestomobilewebbrowserstosocialplatforms手机是科其中有些解释了韦里森为什么对AOL不感兴趣。

怎么在小画面上展示有趣的广告? 在各种应用程序中使用的零散界面中,当你的用户从游戏转换为移动web浏览器,转换为Facebook、Twitter、Snapchat等社交平台时哪个theriseofsmartphonesmayalsobringaboutsomethingdeeper-whatcouldbeanexistentialquestionfortheadvertisingindustry, thebusinessthatfundsmostofmodernmedia .智能手机的繁荣可能还不会产生很大影响——这对广告行业来说可能是轮回相关的问题,这个行业是很多现代媒体的资金来源。“thequestionicametowhenistartedworkingonadsis,‘Are ads even relevant now? Do they even make sense on mobile? 誊写“Andrew Bosworth,whoheadsfacebook’sadvertisingengineeringdivision,toldmeinarecentinterview.Facebook广告工程部门负责人安德鲁“”“After all,phonesgiveusperfectinformationabouteverythingwhereverweare,so why would we ever fall for ads,he wondered? “I step off a train in New York City now,IDonotwantforanabilitytofindanything.IHaveinformationabouteverything, “MR.Bosworth SAID .‘Soifallinformationisindexableandsearchable,then what purpose does an ad serve? ”他深感困扰的是,无论我们在哪里,手机都会为我们获取各种信息。我们为什么不相信广告呢? “我在纽约下了电车。你想找什么? 我享受着所有的信息,”博斯沃思说。

“所以,如果所有的信息都是可索引和可搜索的,广告有什么用呢? 》In that world,Mr. Bosworth said,advertisingisvaluableonlyifitprovidesdirectmeaningtocustomers-IF, whenyoupulloutyourphoneinnewyorkcityandcheckfacebook, thephoneknowsthatyou’relookingforfoodandpresentsyouwithanadforarestaurantthatcutsthroughtheclutterofallyourpotentialchoicer I dationthatistailoredspecificallyforyou .老板沃思在那个世界上,广告只有在用户有必要的意义的情况下才有价值。在纽约拿着手机查Facebook的时候。In other words,inaworldinwhichweallcarryphonesandcangetaccurateinformationatanytime是adshavelessleewaytocajoleusintodoingsomete 广告不太可能做我们可能做的事。

“it’sexpensivetogetanadinfrontoftherightperson,”Mr. Bosworth said. “Ifsomeonespendsmoneytogetanadinfrontofyouthat’snotrightforyou,they’repunishedforit .”“向正确的参加者空中投放广告是要付出成本的”博斯沃思“有人” 》Instead,adsnowconsultvastdatabasesofpersonalinformation, andtheyrelyonsophisticatedpricingmechanisms认为merelytosuggestoneoptionoutofmanythousandsthatmayappealtous .广告现在不忽视大量的个人信息peopleinthead-techindustrysaidthatinbuyingaol, Verizon’simmediategoalmaybetomarryitsdataaboutcustomerstoaol’scapacitytoserveadstoincreasethissortofrelevancy .广告技术领域的“ithii ootonmobile,”said Ari Paparo说, chiefexecutiveofanadtechnologycompanycalledbeeswax.headdedthatthemostsuccessfulcompanieswithmobileadstendedtobethosethatkned hatexplainswhygoogleandfacebook,whichaveclosetoperfectinsightintowhatwedoonline。aresuchpowerhouses.「aol在移动商务中处于有点优势的地位”,技术公司beeswaxCEO阿里帕帕帕罗(Ari Paparo )说。

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他还说,在移动广告业务中特别顺利的公司,往往是被用户非常理解的公司,谷歌和Facebook并不那么强大,他给出了对我们网上活动几乎有终极洞察的理由With Verizon,aolmaybegettingasimilartroveofdata.throughitscellularnetworkanditsvariousbroadbandofferings, verizoncanhelpaolfigureoutlotsofdetailsaboutauserwholandsinanappwhoseadsarepoweredbyaol’sad services.isthepersonmaleorfference 归属威瑞信后,AOL在某种程度上有可能获得宝贵的数据。韦利渠道可以通过蜂窝网络和各种宽带服务,在AOL广告服务的应用程序中了解用户的详细信息。用户是男的还是女的? 她的财务状况怎么样? 另外,她讨厌什么? “whenyouputthesetwosidestogether、itcouldpotentiallyhelpthemserveyoubetterads、andserveyouadsindifferentplaces、“said Eric Franchi co-founder of Undertone,an ad technology company .”将这两个方面融合起来,可能有助于获得更好的广告,或在不同的地方获得广告。yet Verizon’sbetonaolishardlyguaranteedtoplayoutinthewaythecompaniesintend.thisisbothbecauseofthegeneraldifficultiesasses withi ustryaolisgoingafterisinastateofconstantflux.nobodyreallyknowswhatwillworkinthelargerbusiness ffundingmediathroughadsonthesenes 这是因为并购交易中存在着一些不存在的课题,AOL专业从事的领域发生了很大的变化。

从更大的范围来看,用我们随身携带的新设备的广告实施媒体的方式很有效果,没有人能得到答案。“if you’reamediacompanyandyouseethatmorethan 50 percentofallmobileadsaregoingtofacebookandgoogle, youneedtoreallyrecheckyourassumptionsabouthowyou’regoingtocompete,”Mr. Paparo said. “To that extent, ithinkthisisanefforttobecompetitive-tohavesomeabilitytojustcompete .”“如果是媒体公司,我看到多达50%的移动广告投放到Facebook和Google上。“从这个意义上来说,他指出,增强竞争力的措施——是想享受参加竞争的能力。

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