“我跟我说的宣传费有一半是消耗的,但我不会告知是哪一半?”它是一个多新世纪至今并发症全部营销推广人的难题。

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屡次荣誉称号的创新领导者LizTaylor将重进李奥贝纳(Leo Burnett Worldwide),担任全世界首席创新官一职。

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今年7月25日,腾讯官方批准(上海市)区域营销服务中心于上海宝山区中成智谷设计创意管理中心月开启。

Read more 首家腾讯授权区域营销服务中心落地上海,携手微盟推动区域企业生意增长【亚搏体育官方app】已关闭评论

釜山国际性广告节新闻媒体新品发布会于8月22日在釜山BEXCO主会场汇报工作。

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TNW汉语地铁站 7月12日报道 虚拟现实帽子的流行,夹到了一个新的视频销售市场——360度环景视频,客户必须身临其境获得细腻的钟爱感受。

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Programmatic technologies offer media buyers and advertisers a wonderful opportunity to improve campaign performance but for programmatic to be truly embedded, advertisers need control and transparency around their investment in programmatic. Programmatic spend in Asia Pacific is predicted to grow 35% each year, reaching about USD7 billion in 2019, with some markets such as Indonesia, Vietnam and Korea predicted to double in size each year until 2019¹. So why are decision makers in Asia Pacific moving to programmatic in such a big way? ‘Better contextual targeting’ is seen as the biggest benefit of programmatic buying – cited by just over half of this group as very important, followed by ‘faster execution’ (48%) and the ability to optimise in real-time (46%)². However, it is important not to get carried away. While marketers are keen to embrace the technology, there are key barriers to its wider adoption. Aside from time, the main reasons Asia Pacific decision makers have not used programmatic is its technical complexity (cited by 50%), not having an agency partner to help use it, or not having the skills in-house to do so (both around 40%).² The “Trade-Off” Heart of the Issue The pros and cons of programmatic highlighted above can be boiled down to a simple trade-off. Before programmatic, advertisers had more control over where ads were placed but wastage, and inefficiency, were high because – to put it simply – buying an ad on a site means you reach all users of the site rather than only those you want to reach. Programmatic has ushered in a new era of granular audience targeting to reduce wastage but with that comes a loss of control and transparency. In other words, as efficiency rises, control decreases. The good news is these are not in a “seesaw” relationship, if one goes up the other does not have to come down. The key to maximising both efficiency and control lies in the mechanisms you have in place before you ever get into bidding for an ad placement that might be served, so how can you address this? Control is about Brand Protection Although loss of control and transparency can be a worry for various reasons, it really boils down to advertisers’ concern about the potential damage to their brand if their ads are served in harmful contexts. However, having the right plumbing in place means these risks can be mitigated, even in programmatic. The first thing advertisers can do is be aware that brand safety is a far more nuanced issue than simply avoiding obvious environments such as pornography, violence, and illegal or terrorist websites. It is about avoiding topics or contexts that might be uniquely harmful to your brand, such as names of specific competitors or particularly damaging current events. For example, a peanut butter brand will not want ads around articles about nut allergies rising in young children, and cruise ship operators will not want ads around articles on boating accidents. Once you are aware of this, you need to make sure any ad delivery partners you are working with have highly customisable and powerful campaign protection tools in place. comScore clients, for example, can choose from three cinema-style ‘maturity’ ratings and 17 brand safety flag ‘filters’ before their ads even get to the bidding stage. It is also worth pointing out these tools should be used alongside those which maximise viewable environments and minimise exposure to non-human and fraudulent traffic. Context is King The nut allergy and boating accident articles are examples of removing contexts that can be harmful to a brand. Hence, once you are secured with brand safety, what you really want is to focus on the contexts that are going to drive the most success. The industry has paid too much attention on the former (ad validation) at the expense of the latter (ad relevance). The right programmatic tech has the ability to find quality content and audiences you can act on in real-time. Your partner must be able to execute this ‘contextual categorisation’ at the domain, site, page or page element level, which requires hundreds of thousands of dynamically updated topical categories. Take, for example, a sports brand that wants to create brand awareness around new long-distance running shoes. The secret sauce is about combining the best elements of contextual categories (great for finding general topical relevance such as ‘running’) and keyword targeting (great for exact word matches like ‘marathon’). The ‘running’ category is selected so the sports brand’s ad appears on a running interest site. However, the article is about gaining muscle, so not one to attract those training for a marathon. A custom keyword is selected to target inventory with the word ‘marathon’, but this brings up articles about a dog who accidentally ran one. Only by using BOTH the contextual and the keyword targets, you get a marathon-related article on a running interest site – exactly the type of relevant content you require. S o remember, whilst validation makes sure your ad can be seen in the right environment, relevance is the most important factor for reaching a consumer who could be interested in your campaign – and your product.

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前不久,由衍合数据举办的“Anchor-Point线下情景大数据剖析服务平台新品发布会”上海市区隆重召开。

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国际顶级创意广告荣誉奖—— 纽约市One Show国际创新奖转到17年度最终一轮的征文环节。

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6月12日,爱人奇艺&舍不得战略合作新品发布会隆重举行,舍不得酒厂股权有限责任公司执行董事、营销策划公司经理吴健,舍不得销售市场管理处经理朱应才,舍不得知名品牌管理处经理曾琦,爱人奇艺总编高瑾,爱人奇艺全国各地当地慢消经理缴英华,爱人奇艺全国各地市场营销策划管理中心经理邓亮,及新闻媒体特邀嘉宾,协同参加活动,亲眼目睹了爱奇艺与舍不得两大集团公司的战略合作签订典礼。

Read more 【品牌资讯】爱奇艺舍得达成战略合作 双方构建“智慧”价值观生态圈|亚搏体育官方app已关闭评论

ADS汽车领域数字化艺术创意峰会将于今年10月24日上海市区举办,本次峰会由贸促会汽车领域联合会发展战略抵制、上海物联网技术研究会,武汉汽车商品流通研究会等连着50家世界各国汽车及营销与数字化领域新闻媒体联合支持。

Read more ADS汽车行业数字化创新峰会即将在上海举办:亚搏体育官方app已关闭评论
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