Computing Advertising (iii): Overview of online advertising products __ Advertising

One, online advertising classification

Online advertising products can be divided into the following four parts.
1. Contract Advertising Products: including CPT advertisements sold in accordance with time slots and CPM advertisements sold in accordance with the display quantity. Mainly applicable to the follow-up effect is not directly measurable brand advertising.
2. Competitive advertising Products: including search ads for keyword bidding, or ADN ads for page keywords and user tag bids.
3. Programmed Transaction Advertising Products: the machine to complete the process of advertising transaction decision-making, from the real-time bidding as the core of the transaction mode.
4. Original Advertising Products: let the ads and content in a "native" way to coexist, mainly applicable to the mobile end. second, the design principles of commercial products

The fundamental driving force of product evolution is the nature of people's pursuit of convenience.
1. Special attention should be paid to the policy part of the product rather than the product function. Sometimes a simple policy adjustment can lead to huge changes in revenue. For example, the mechanism design of bidding and the label system of audience orientation are the content that the product strategy needs to consider.
2. Special attention should be paid to the data, so that the operation and product optimization to form a closed loop.
3. All user interface, the user's pursuit of the principle of convenience is still very important. third, the demand side level organization and the interface.

The level of advertising, divided into advertisers, advertising programs, advertising groups, advertising ideas, such as four levels.
1. Advertising plan: Corresponding to The advertiser's one-time launch contract. Includes basic information such as budget and time span.
2. ad group: corresponding to a specific advertising strategy, mainly set the audience orientation conditions and bids.
3. Advertising Creativity: The final display of material. Supply Side Management interface suppliers are divided into media and advertising two levels, including the media including Web sites and mobile applications. The media side can add, remove, or view the operating data for an ad bit. For a specific ad bit, because the product function is different, the operation needs are also different. However, it is generally necessary to determine the size of the advertising position and the type of advertising.