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DSP调研报告2017.pdf

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    程序化广告实用百宝书-排版目录.pdf
    程序化广告实用百宝书-排版.pdf
    目 录 目 录 开篇：程序化广告的特点：自动化、智能化、个性化、实时化、数据驱动·························· 1 第一章 解读程序化：互联网时代的广告营销变革································································· 2 1.1 行业业态··························································································································· 2 1.1.1 海外市场发展现状 ···································································································· 2 1.1.2 国内市场发展现状及趋势 ························································································ 5 1.2 什么是程序化购买··········································································································11 1.2.1 程序化购买的定义 ···································································································11 1.2.2 程序化购买的不同方式对广告主的意义······························································· 14 1.2.3 程序化购买产业链 ·································································································· 15 1.3 什么是 DSP ···················································································································· 16 1.3.1 对 DSP 的认知········································································································· 16 1.3.2 DSP 的核心竞争力·································································································· 17 1.3.3 选择 DSP 时应该考虑什么 ····················································································· 24 1.3.4 移动 DSP 投放日益火爆························································································· 25 1.3.5 关于 DSP 的认识误区····························································································· 26 第二章 玩转程序化：广告高效投放全攻略··········································································· 28 2.1 程序化广告效果评估方法 ····························································································· 28 STEP1：科学的网络广告评估方法 ··················································································· 28 STEP2：制定科学、客观的投放目标 ··············································································· 30 2.2 程序化广告投放解决方案 ····························································································· 30 2.2.1 电商行业：如何有效提高 ROI 转化······································································ 31 2.2.2 汽车行业：DSP 投放全攻略 ·················································································· 34 2.2.3 快消行业：提升品牌曝光和转化··········································································· 37 2.2.4 金融行业：实现目标人群精准曝光和牵引··························································· 38 2.2.5 零售 O2O：线上营销与线下销售保持同步 ·························································· 39 1
    程序化广告实用百宝书 2.3 程序化广告投放成功经验分享 ····················································································· 41 2.3.1 苏宁易购：APP 老访客回流推广案 ······································································ 41 2.3.2 某大型车企：跨屏 PDB“轰天雷”计划 ······························································ 42 2.3.3 ECCO 爱步：LBS+动态距离牵引客群·································································· 44 2.3.4 中国平安：Cookies Mapping 建立 Look-alike 模型 ·············································· 46 2.3.5 陆金所：PC Banner+Mob 信息流+PDB 跨屏引流新用户注册 ···························· 47 2.3.6 汉堡王：移动 Banner、全屏、插屏等多维触达受众··········································· 49 2.3.7 美素佳儿：分地域视频投放引入规模流量··························································· 51 2.3.8 神州专车：Mobile 端定向投放精准锁定目标人群··············································· 53 第三章 深耕程序化：程序化购买专有名词及优化方法解析 ··············································· 56 3.1 程序化购买行业专业术语 ····························································································· 56 3.1.1 互联网广告名词 ······································································································ 56 3.1.2 电商营销数字化参照指标 ······················································································ 57 3.1.3 数字化工具汇总 ······································································································ 58 3.1.4 数据比例换算公式 ·································································································· 58 3.1.5 商品物流及客户管理方面专业名词······································································· 59 3.1.6 程序化购买名词 ······································································································ 60 3.2 程序化广告达人进阶修炼 ····························································································· 61 3.2.1 优化过程·················································································································· 61 3.2.2 关键指标优化方法 ·································································································· 62 2
    开篇：程序化广告的特点：自动化、智能化、个性化、实时化、数据驱动 开篇：程序化广告的特点：自动化、智能化、个性化、 实时化、数据驱动 在第五届品友互动全球峰会的高峰论坛上，海尔家电产业集团营销总经理宋照伟提出， 他所期待的程序化购买需要具备五个特征：首先是自动化，通过网上线上自动购买，不靠 人工；第二是智能化，不同于以往我们需要借助员工的优化、团队的优化来决定投放的水 平，现在程序化能够解决这一问题；第三个性化，我可以只看我想看的，也就是所谓的千 人千面；第四是实时化，上午下午看到的内容不一样，用户一上线就立马给他推送内容， 效果实时反馈。第五则是数据驱动，全流程的数据打通可以反复校验广告创意的效果给我 带来的转化，甚至把用户的数据反馈到企业级的 DMP 里面，优化数据标签，反过来改善产 品、创意、咨询方案。 1
    程序化广告实用百宝书 第一章 解读程序化：互联网时代的广告营销变革 1.1 行业业态 1.1.1 海外市场发展现状 美国程序化购买市场发展迅速 eMarketer 数据显示，2015 年美国程序化购买展示广告规模为 154.3 亿美元，相比 2014 年的 103.2 亿美元增长了 49.5%，占美国展示广告市场整体规模的比例也由 49.0%提升到 59.0%。从 2015 年开始，美国程序化购买展示广告市场将以较为稳健的速度继续发展，预 期到 2016 年，美国程序化购买展示规模将达到 215.5 亿美元，在美国整体展示广告市场中 的占比将会上升到 67.0%。 图 1-1 2013-2016 年美国程序化购买展示广告市场规模 2
    第一章 解读程序化：互联网时代的广告营销变革 Non-RTB 投放成为美国程序化购买市场重要推动力 eMarketer 数据显示，2015 年美国程序化购买展示广告市场不同方式投放结构中，通过 RTB 方式投放的广告占比为 74.0%，通过 Non-RTB 即程序化直接购买的方式投放的广告占 比为 26.0%，较 2014 年的 8.0%有较大幅度提升。预计到 2016 年，通过程序化直接购买投 放的广告占比将会达到 42.0%。Non-RTB 程序化购买方式的成熟将成为美国程序化购买市 场的重要推动力。 图 1-2 2013-2016 年美国程序化购买不同方式投放结构 美国移动程序化购买市场发展潜力超 PC 端 eMarketer 数据显示，2015 年美国程序化购买市场中，通过 PC 端进行投放的广告占比 为 39.5%，通过移动端投放的广告占比则为 60.5%，2014 年其占比则为 43.0%。2015 年通 过移动端投放的广告占占比超过 PC 端，而这一比例在 2016 年预期将达到 69.1%。 3
    程序化广告实用百宝书 图 1-3 2013-2016 年美国程序化购买不同终端投放结构 私有市场在美国 RTB 展示广告市场中重要性上升 eMarketer 数据显示，2015 年在美国 RTB 展示广告中，通过公开广告交易平台进行交 易的比例为 77.0%，较去年的 88.0%下降了 10 个百分点。与此同时，私有市场的重要性正 不断提升，预计到 2016 年，美国 RTB 市场中通过私有市场进行交易的比例将达到 28.0%。 图 1-4 2013-2016 年美国 RTB 展示广告不同平台投放结构 4
    第一章 解读程序化：互联网时代的广告营销变革 美国视频程序化购买发展潜力巨大 eMarketer 数据显示，2015 年美国视频程序化购买市场规模为 29.1 亿美元，较 2014 年 增长高达 362.8%，占到美国视频广告整体规模的比例由 2014 年的 12.0%提升到 39.0%。预 计到 2016 年，美国程序化购买视频广告的市场规模将达到 53.7 亿美元，占美国视频广告 整体比例上升到 56%。 图 1-5 2013-2016 年美国程序化购买展示广告市场规模 1.1.2 国内市场发展现状及趋势 现状：中国程序化广告市场处于快速成长期 艾瑞咨询《2015 年中国 DSP 行业发展研究报告》（下文简称《2015 年 DSP 报告》）最 新数据显示，2015 年，中国程序化展示广告市场规模达到 115.1 亿元，增长率为 137.6%， 占到中国展示广告整体的 14.9%。预期到 2018 年，中国程序化购买市场整体规模将达到 469.6 亿元，占中国展示广告市场的比例将达到 34.7%。艾瑞咨询认为，中国的程序化购买 5
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