移动广告高速发展：东信点媒引领整合营销新趋势
移动广告高速发展：东信点媒引领整合营销新趋势
The Rapid Development of Mobile Advertising: Dongxin Dianmei Leads the Trend of Integrated Marketing
全球移动营销市场正迎来爆发式增长。根据iiMedia Research最新发布的《2015-2016中国移动营销发展研究报告》，移动广告市场规模从2014年起保持100%以上的增速，2015年已达592.5亿元，预计2018年将突破2500亿元。
The global mobile marketing market is experiencing explosive growth. According to the latest report from iiMedia Research, the mobile advertising market has maintained a growth rate of over 100% since 2014, reaching 59.25 billion yuan in 2015, and is expected to exceed 250 billion yuan by 2018.
移动营销的三大核心趋势：
Three core trends in mobile marketing:
1. 移动程序化购买崛起：通过RTB实时竞价技术，广告投放效率提升100倍，整个流程仅需100毫秒
1. The rise of mobile programmatic buying: Through RTB real-time bidding technology, advertising efficiency is improved by 100 times, with the entire process taking only 100 milliseconds
2. 广告形式转型：短信/彩信广告占比将降至1.5%，APP广告(40.9%)和移动搜索广告(37.6%)成为主流
2. Transformation of advertising formats: SMS/MMS ads will drop to 1.5%, while APP ads (40.9%) and mobile search ads (37.6%) become mainstream
3. 场景化营销：结合HTML5、大数据等技术，实现精准的跨屏追踪和个性化投放
3. Contextual marketing: Combining HTML5 and big data technologies to achieve accurate cross-screen tracking and personalized delivery
东信点媒的创新实践：
Dongxin Dianmei's innovative practices:
作为中国领先的移动整合营销平台，东信点媒以"DSP+DMP"双平台为核心，整合移动媒体、广点通等资源，为招商银行等客户提供一站式服务：
As China's leading mobile integrated marketing platform, Dongxin Dianmei takes the "DSP+DMP" dual platform as its core, integrating mobile media and Guangdiantong resources to provide one-stop services for clients like China Merchants Bank:
- 深度本地化策略：将金融产品与西安历史文化结合，创造情感共鸣内容
- Deep localization strategy: Combining financial products with Xi'an's history and culture to create emotionally resonant content
- 情景式互动：通过对话场景植入产品信息，提升用户理解度和转化率
- Contextual interaction: Embedding product information through conversational scenarios to improve user understanding and conversion rates
艾媒咨询分析师指出，程序化购买将成为移动广告的下一个百亿级市场，而像东信点媒这样能够整合技术、数据和创意的平台将主导未来3-5年的行业格局。
iiMedia analysts point out that programmatic buying will become the next billion-dollar market in mobile advertising, and platforms like Dongxin Dianmei that can integrate technology, data and creativity will dominate the industry landscape in the next 3-5 years.
