Brand Advertising main series: Internet advertising marketing monitoring and analysis

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

"Introduction" Brand advertisers, is a class of powerful enterprises, in their marketing strategy, direct brand Marketing (branding) is a very important content, and the advent of the Internet, introduced a new theory and practice, for this kind of marketing injected vigor. This series of articles, is in recent years I in the brand Internet marketing effect monitoring and analysis of the practice of the summary. This article is the first series, the Internet advertising marketing monitoring and analysis.

"Text" Although any enterprise is to achieve sales for the purpose, but as enterprises become more and more, brand more and more strong, the brand itself (rather than the product itself) marketing may be independent, become an important part of the enterprise marketing. On the other hand, the Internet's innate communication performance creates an unparalleled environment for the promotion and dissemination of corporate branding. So, very soon, many large enterprises have established the digital marketing (digital marketing) department around branding. This department uses a variety of internet marketing methods to achieve a goal-to quickly and deeply into consumers and users, through the establishment of brand awareness (awareness), preferences (preferences) and loyalty (loyalty), to promote the sale of goods behind the brand.

This is a department full of innovation, passion, stress and anxiety, the use and management of various internet marketing methods to promote the brand is the department's daily work, these marketing methods, the most used, of course, is the most expensive, that is, internet advertising.

Internet Advertising for brand advertisers

Brand advertisers use a variety of internet advertising, a dazzling array of almost all of today's world of advertising forms. For example

General display Advertising (banner):

Text link (text link):

Omnicom Media Group even put text chain ads on the homepage of the search engine (who "affects who tomorrow"), hit.

Richmedia Banner (Rich media advertisement), a kind of advertisement that lets the visitor interact with the content of the advertisement (for example, the following Citibank's advertisement, the mouse is placed in different position, will have different text to appear)

Roadblock (a roadblock ad, or an advertisement for roadblocks, an ad that covers all or most of the ad sites on a particular page of a site)

VIDEO/TVC (video or patch AD):

However, it is noteworthy that the brand advertisers rarely use keyword ads, of course, it is easy to understand.

These different forms of advertising are often integrated in an advertising campaign (campaign), constituting a spectacular, overwhelming scene. And the overwhelming behind, advertisers often spend hundreds of thousands of or even millions of of dollars in a campaign, but sparse ordinary, so through a seemingly simple marketing activities to feed the industry chain of several key links, including:

1, the media (publisher): Advertising carrier, but also the audience (audience) to visit the place, that is, our daily visits to which sites.

2, Ad Network Alliance (AD receptacle): Small web site because the strength of thin, small access, it is difficult to obtain the favor of advertisers, but the Ad Network alliance can put a lot of small site ads together, so that can be compared to large publisher.

3, Media Agent (Agency): In theory, publisher and ad receptacle actually do not directly with advertisers to buy and sell relationships, but to outsource to a media agent to reduce costs and increase professionalism.

4, advertising and monitoring technology providers (noun): the effect of advertising, agency needs to evaluate and provide to advertisers, and sometimes, the storage and delivery of ads also need professional third-party to complete, so the industry chain has appeared in the professional advertising and testing technology providers.

Of course, in this link, there are some other nodes, there is no longer wordy.

Now, let's focus on the green agency, which is responsible for selecting Publisher and ad receptacle, making an advertising plan, and evaluating the effectiveness of the advertising campaign that is being executed and executed.

Agency's assessment of the effectiveness of Internet advertising marketing, in many cases, is based on the needs of advertisers. Or in other words, the main thing is advertising, agency to meet what. Therefore, according to The Advertiser to the Internet advertising marketing effect of understanding degree, evaluation is divided into a high school low. However, this is not to say that there is no higher assessment at the lower or middle levels, in fact, as long as the business needs can be met, the higher assessment on some simple business is also a waste of resources. On the whole, however, I rarely see an ad campaign that can solve the problem only by doing a low evaluation.

So, how are these evaluations carried out, and how are they implemented? Everybody keep looking.

What does a low-level assessment do?

The lowest assessment is not evaluated. As long as you see the ads are normal on the publisher's website appears on the line. This is a primitive society, and now there are few.

At present, the most common situation is that advertisers need to know how many times their ads have been clicked, that is, the number of clicks on the ads, and how many times the ads show, that is, the number of impression, is not so concerned about. So there are even a lot of big international agency that don't offer advertisers the impression number of ads monitored by a third party, or directly by publisher itself--as if the newspaper issued its own circulation and the credibility is lower.

Low-level assessment is generally accepted because the brand advertisers in the advertising is based on the time to charge, that is, CPD (cost per day), rather than in accordance with the more commonly used in Europe and the United States (the cost of 1000 impressions) pay.

However, some multinational brand advertisers, because the headquarters (Headquater) need third-party monitoring advertising impression relationship, in the country also began to use third-party noun to monitor advertising impression. Once they do, they are also starting to study some basic metrics for evaluating advertising Effectiveness (effectiveness) and price/performance (efficiency):

1, effectiveness:ctr = Click/impression *100%;

2, EFFICIENCY:CPM, CPC (cost per Click)

Overall low-level evaluation can only tell advertisers whether the ads are in the normal delivery, and how many people have reacted to the advertisement, but can not bring more valuable insights (insight).

What does the intermediate assessment do?

There has been little attention from domestic advertisers, but it is a sin not to pay attention to this part when hundreds of thousands of of dollars are spent. Intermediate evaluations include:

Effectiveness of media Advertising (effectiveness) and price/performance (efficiency)

At the end of the ad campaign, comparing the effectiveness and price/performance of different media is a necessary lesson for intermediate assessment. For example, we would subdivide the advertising Ctr, CPM, and CPC by different publisher to evaluate which publisher's ads are more appealing to its audience (CTR) or cheaper (CPM and CPC).

However, in the Advanced Assessment section later on, we will know that this method is theoretically beautiful and actually has little effect.

Advertising format, location and different creative efficiency and effectiveness

Similarly, the CTR, CPM, and CPC for the study of the format of the advertisement, such as the motivate in normal banner, or skyscraper, or rectangle, help to find out which format is more efficient, or where the same metric is used to segment the advertisement -The homepage of the media site or the inner page, or the relevant channel page, and the first screen or the second screen, etc., will help to study where the ads should be placed, or to study the different creative forms of advertising-whether black or white cats, can make visitors more interested.

In the specific research process, control is important to ensure that when comparisons are made, the other variables are constants and only the contrasting objects are variables. For example, in the drug experiment, make sure that a, B control group of Mice are a breed, and the birth is a disease, and one group of drugs, to test whether the drug has effect, or take the mouse and small white rabbit to do contrast, can not explain the small white Rabbit disease is good, the mice are dead must be the drug has played a role.

Similarly, if I want to study the effectiveness of an ad creative, I should ensure that the different creative advertising format is the same (all with motivate), and the location is basically the same, such as the main portal site first screen home.

Control is one of the most basic methods of internet marketing analysis. Unfortunately, many of the analyses I see are directly arbitrary compared to control.

Advertising formats, locations, and the effectiveness of different creative and cost-effective studies are more complex than the overall effectiveness and price-performance study of a single media, but more meaningful, because more segmentation is needed to gain more valuable insights.

Frequency (frequency) and frequency distribution of advertisements displayed to audiences (frequency distribution)

The number of ads displayed less, the audience may not leave any impression, show more, and waste valuable money, so the analysis of advertising to the audience frequency and frequency distribution is very important.

Impression frequency = Impression/unique impression; The unique impression is also called reach;

Click frequency = Click/unique click;

The frequency distribution, as shown in the following illustration, reflects the proportions of the impression corresponding to the audience (actually cookies) at different frequencies:

The so-called overlap degree, refers to two or more sites exist with each other exactly the same audience accounted for the proportion of their entire audience. Since a significant number of different sites are needed for a single campaign, it is important to study the overlap of audiences between different sites, which can help select the media (web) decision. For example, we can not use the data to guess that www.it168.com and www.zol.com's audience has a considerable degree of overlap, so when advertisers budget constraints, or high accuracy of delivery requirements, the coincidence degree can provide a very good basis for advertising strategy.

Before the Advertiser carries on the campaign, many third party noun provides the overlapping degree data between each website for the reference, for example DoubleClick Ad Planner, as shown in the following figure, is the website which has the high overlap with the it168.com audience, in which the number is larger, the overlap degree is higher.

After the end of campaign, many third-party internet advertising monitoring noun can also provide more accurate media audience overlap based on this campaign. For example, DoubleClick has cross-site corrected reach to illustrate the overlap of audiences between different media in a campaign, as shown in the following illustration:

As you can see from the table, for a single campaign, Pcpop and zol,pc online and zol have higher audience overlap, while msn China and IT168 overlap less.

In addition to DoubleClick, there is a company called Admaster in the country, to provide the same as the DoubleClick or even more features and more powerful data organization reports, not TODO, I really like their technology and background data reporting system.

What does the advanced assessment do?

I'm glad my client has done some level of advanced evaluation, so that I and the team can learn from it. The problem that the advanced assessment wants to solve is to understand the true value of the media advertisement, to understand the situation that the audience is affected by the advertisement, the attribute of the audience itself, the relationship between advertising marketing and offline sales.

It is worth mentioning that not all of these problems have been well resolved, but there are already very professional third-party service providers in every field.

Post-click Analysis

Post-click analysis is my favorite, refers to the advertising audience after clicking on the ads, and did something. Why do you want to analyze this? The reason is that the Internet advertising itself is a single dimension and lack of interactivity, it is difficult to only through advertising impression and click Data to understand the audience's real ideas.

On the other hand, it is also very frustrating to me, because some of the internet in the gray (also very obscure) reasons, advertising impression, click, and the corresponding unique data for many media has become meaningless, to be able to dress up the little girl, which is what I said in the previous "Analyzing the effectiveness of media advertising (effectiveness) and price/performance (efficiency) are not really significant reasons." and Post-click analysis is done through the website analysis, both technically and methodology have been very mature, can carry out a lot of real analysis. It is also because the Web analytics can be used in one of these, the gray parts can be analyzed by the data to show the prototype.

Therefore, if an advertiser wants to really understand the effect of an ad campaign, it has to do post-click analysis. Some of my clients are already doing this in depth, and I am proud of them as one of the greatest companies in the world.

The content of Post-click analysis includes: Subdivide the post-click performance of each media, including different media from Click to website visit transformation, bounce rate, visitor behavior and path difference, overall indicators degree, Different media segments of the audience's interest (hot map); Sometimes, we even have to subdivide the specific advertising ideas, format and location. It's a very complicated analysis, but it's also a lot of fun, and every time you analyze it, you find a lot of tricks.

DoubleClick's Floodlight products offer some basic Post-click monitoring features, but if you want to do a post-click analysis, at least you need to use the link tag feature of Google Analytics, It would be great if you could use the Saint tag feature of the Omniture Sitecatalyst. My clients in order to allow Sitecatalyst to integrate with DoubleClick, and even used the Omniture Genesis, and specifically developed the audience behavior scoring system to measure the media flow of the subdivision of the indicators level, walking in the forefront of the world, I moved.

Analysis of Richmedia Advertisement

Richmedia is a kind of direct interactive advertising banner, like a miniature small flash website. What we want to do is to use the method of web analytics to analyze the audience's interactive behavior in this kind of advertisement. The methodology is similar to the Post-click analysis above. Tools are DoubleClick motif, and of course there are other professional richmedia monitoring services, such as Eyeblaster.

Video/tvc

VIDEO/TVC advertising is a special kind of advertising, because they are process. In addition to Post-click analysis, the study of this type of advertising should include video viewing/interacting with different media audiences. For example, the following figure, each line represents a media audience watching the video. For example, the lower end of the blue Line, the media audience performance is poor, because only about 55% of the audience watched 25% of the video, and watched the video of the audience almost zero.

The response of the audience to the advertisement (influenced by the advertisement)

This area needs to do audience advertising research. The same method is used for control group and control group (exposure group). The general use of online pop-up window method to do research, a campaign can receive 1,000 effective questionnaires is not easy. But it is valuable to have a direct understanding of how audiences feel about advertising.

Professional third party noun have millwardbrown and AC Nielsen.

Another way to study audiences ' response to advertising is iwom, which is difficult but more powerful.

Audience Properties

Who are those people who read our ads and have an interest in our ads? Are they men or women? How old are they? Are they still interested in something? These are the audience attributes (demographics).

Basically, this area has not cooperated with the special good noun, in the domestic advertisement main attention also very few. However, I think the potential of this area is not generally huge, but the technical difficulties to be overcome are not small.

Some friends talk to me, tell me that their solution can identify visitors ' identities and interests based on different websites and keywords that visitors visit on the web, while others try to develop a more powerful content-grabbing system to understand the content of the audience's internet browsing and more complex analysis. However, it seems that such tools have not swept the internet to allow advertisers to accept.

The related noun is proximic, an innovative enterprise that leverages American technology, and BMG, a local company.

association with offline Sales

This is the most mysterious area, so far I feel that there is still nothing to make my eyes bright solution. There are, of course, some noun in the field. Sorry, I forgot the name of the noun, but their method is commendable. That is, find a certain number (as many) consumers, and then record their online behavior and their offline consumption behavior.

However, their challenge is to sample size and representativeness, as well as the complexity of the operation.

In addition to this approach, I do not understand the other more direct measure of advertising campaign and offiline sales of the association. If friends know, please tell me, I am too hungry for this piece!

Summary

Brand advertisers in the Internet advertising marketing monitoring and analysis is extremely complex, the need to use the method is complicated and trivial, is not an easy job, but really can let people learn a lot of things. Because different industry advertisers demand differences between the very large, limited by space, this article does not discuss the different industry advertisers some subdivision differences, if friends are interested, welcome message to continue the discussion.

Another long text, I hope you can hang on to read. I also hope that we can discuss more, give me advice, knowledge, ideas and corrections. I need you guys!

Article Source: http://www.chinawebanalytics.cn/?p=1978 Author: Sing