"China Mobile Internet Advertising Standards" released and drafted by iQiyi Tencent

my country's first "China Mobile Internet Advertising Standards" was officially released on March 11. Wang Xiangjun, chief marketing officer of iQiyi, attended the meeting and worked with executives from video companies such as Tencent Video and Sohu Video to conduct in-depth discussions on topics such as establishing mobile Internet advertising standards and monetizing mobile advertising.

my country's first "China Mobile Internet Advertising Standards" was officially released on March 11. Wang Xiangjun, chief marketing officer of iQiyi, attended the meeting and worked with executives from video companies such as Tencent Video and Sohu Video to conduct in-depth discussions on topics such as establishing mobile Internet advertising standards and monetizing mobile advertising.

The "China Mobile Internet Advertising Standards"(hereinafter referred to as the "Standards") were specifically chaired by the Interactive Network Committee of the China Advertising Association, and were jointly developed by many Internet companies, advertising companies, advertisers, and third-party data organizations. After small-scale testing and professional demonstration, and appropriate revisions based on feedback from the industry and relevant departments, the "Standard" has now had a trial basis and will be officially implemented on March 15, 2015.

The "Standard" contains three parts: "Basic Standards for Internet Digital Advertising","Mobile Internet Advertising Monitoring Standards", and "Mobile System Docking Standards". It specifies the terms, definitions and abbreviations involved, advertising placement and scheduling, and advertising display., advertising monitoring and calculation methods and abnormal traffic elimination have been uniformly standardized, proposed a unified interface standard for the entire network, and unified access channels for improving user information security and Internet advertising supervision.

The "Standard" is based on mobile Internet advertising and covers some PC systems and digital video and APP systems. During the development process, we not only considered the needs of the actual market, but also extensively referred to a large number of relevant international standards, and always maintained information exchange with international Internet advertising standards bodies such as IAB and I-COM, ensuring practicality in our country's market and international leading value.

Wang Xiangjun said that iQiyi has been deployed on the mobile side very early, especially after the merger with PPS, the mobile side has developed rapidly. At present, the overall traffic proportion of iQiyi mobile terminals has exceeded 60%, and the revenue proportion has reached 40% in 2014. However, due to the inherent model limitations of video marketing, almost 90% of marketing products are patches, and the mobile phone screen is small, which makes the problem of advertising intrusion prominent. But for a better user experience, iQiyi has been controlling the number of mobile patches. "We believe that the model of monetization on the mobile side must be more than just a patch. Currently, iQiyi is focusing on trying mobile content, which can subtly influence consumers through content implantation. In terms of big data, we actively open up Baidu Big Data to more effectively improve the accuracy of advertising. However, the ultimate problem of monetization of mobile advertising has yet to be solved through the common development of the entire industry. We hope to establish a third-party database and improve the third-party monitoring mechanism through the China Advertising Association's designation of standards for placement and content placement."

A sign of maturity of an industry lies in the awareness of standards among industry members. The fact that industry members consciously promoted and actively participated in the drafting of the "Standards" this time fully demonstrates that my country's mobile Internet advertising market is becoming increasingly mature. In addition to iQiyi, Tencent, Huayang Lianzhong, Second Hand, Jusheng Wanhe, Baidu, Sina, Netease, Youtu, Jingdong, Nielsen, Anwo and other companies also participated in the drafting of the Standard. These Internet companies have contributed their best resources to develop standards that are most suitable for the development needs of the industry and have international leading values, contributing to the healthy, orderly and prosperous development of China's mobile Internet advertising market.

The mobile Internet is evolving rapidly. In 2014, more than 66% of advertisers worldwide included mobile marketing in their integrated marketing programs. However, my country's mobile Internet advertising market only accounts for 20% of the overall online advertising market. This is because the delivery of mobile advertising is far more complex than the delivery of the Internet on the PC side. The hardware devices vary widely, applications emerge in an endless stream, and user privacy protection issues become more prominent. The lack of mobile Internet standards has become a bottleneck hindering market development. Opening up bottlenecks, unified interfaces, unified platforms, unified testing standards, and unified effect evaluation systems are necessary for the prosperity and development of the mobile Internet advertising market. This has become the consensus of industry colleagues.

Editor: Jingyu