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The era of technology is changing rapidly! Advertising has become an important indicator of social civilization evolution. At present, the giants of the advertising industry may not be the traditional advertising groups you’re familiar with. Instead, they are the "Internet companies" such as: Facebook, Google, Baidu and Alibaba.
Over the past 20 years, the center of advertising has speedily shifted from Europe, including London and Paris to Silicon Valley and Beijing. In addition, the advertising budget has also drastically changed its focus, from traditional media such as television, newspapers, magazines and radio to new media, for instance, the Internet and the mobile Internet.
In the United States, the market size of online advertising in 2015 was 59.6 billion U.S. dollars, 47% higher than the second-tier wireless television 40.6 billion U.S. dollars, and was nearly 294% higher than the 5th place newspaper advertisement 15.1 billion U.S, almost three times the market value. Taiwan''s online advertising market reached 19.352 billion NTD in 2015, compared to 2014’s 19.6%, it has grown at a double-digit rate for the pass five consecutive years. Online advertising media is the second largest media only next to television commercials and is expected to surpass TV commercials in the next three to five years to become advertising industry''s most important growth momentum. Among them, the application of big data in the advertising industry has completely overturned the advertising industry. With more Big Data and AI technology being adopted, advertising industry has evolved from a creatively driven model to a data-driven one, the advertising decisions are more determined by the established mathematical model after analyzing the data.
As mentioned above, the world''s largest advertising giants Google, Facebook and other companies are reshuffling the industry. Seeing digital advertising industry as a business model to reserve people with digital talents and ability development has become a national-level strategy that the United States and Mainland China. And what about Taiwan?
Big data is not just some empty words, one needs to have a strong business model in order to support the whole idea. With the large amount of data collected by management experiences from Google and Facebook, advertising is an important business model that turns data into revenue. Thus, big data can not only be used in the advertising industry, also in the e-commerce industry, the Internet of things, the financial industry, the medical industry and all walks of life. If we extend big data into all works of life, it could be big data advertising, big data e-commerce, big data finance, big data and medical industries etc. Then becomes a fusion industry upgraded the old and new.
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