Media buying and crowd buying

Recently, one of my colleagues in the communication with Google colleagues, asked a question, "advertising http://www.aliyun.com/zixun/aggregation/6335.html" > Trading platform why there is no advertising position concept? Google's colleagues immediately asked: "You are not still buying media?" Advertising trading platform is the starting point of buying people ah. "Indeed, advertising in the advertising network is a core concept, when we are placed in the concept of advertising trading platform, we need to change our perspective, I recently to these two concepts to do some more in-depth research, I hope to share with you."

Custom

Let's start with the definition of two concepts, media purchase is actually a branch of the advertising management function, the original agent is one of the work, the goal is to purchase the best cost-effective media resources, so mainly involved in the work is related to advertising resources and price negotiations, which involves the budget, media categories and quality, Parameters such as time and space span are usually accomplished using media planning tools. In this article, we use the relatively narrow sense of the media purchase concept, is in the advertising campaign to purchase advertising-oriented resources in the form.

The crowd buys is bypasses the media this "the proxy", reaches the target crowd, although the media and the crowd has certain correlation, but after all advertisers need to "crawl" the crowd which reads the media finally. At present, this kind of way is commonly used in the advertisement transaction platform, among them the comparison core platform is the newly appearing data Management Platform (DMP), the DMP core is the population attribute database, is generally based on the NoSQL new database structure, The main reason is that the traditional SQL database can not meet the requirements of unlimited expansion of data columns and query speed. Crowd purchase is a further improvement in the original behavioral orientation technology, and it is a new concept with DMP, AD trading platform and real-time bidding technology.

Differences

Advertising network in order to place the need to specify the media and advertising, this way is an indirect access to the crowd's "rough" method, the logic is: to see a vertical channel of the media should be the people we are looking for. It seems that the logic is quite accurate in some cases, for example, people who watch car sites are interested in cars, and people who visit the site catch the crowd who are interested in the car. But such a situation does not appear to be accurate in some cases, such as the main demand of advertisers to more than 20-year-old women, some planning will be imagined as "visit the mother and child type of site" of the crowd should be in line with the requirements, but the actual situation is not so, many just do Dad's men will visit The biggest difference here is that the media classification is relatively thick, and the crowd classification is fine, planners in the "take for granted" to the two use their subjective logic will have a variety of errors, the actual effect will be diametrically opposite.

The data analyzed by DMP no longer indirectly describes the population, instead, you create the attributes of each person directly in the database, and the large categories of data can include demographic attributes, lifestyles, social groups, financial conditions, purchase intentions and points of interest, and so on, and each large class has many small and ultimate values that form a complete description of each person, Data sources can be online, can also be offline, can be first-hand analysis of the acquisition, but also through data exchange to obtain third-party data, through continuous "quweicunzhen" to achieve accurate data. Then, in the continuous use of the process, through the Third-party sample data validation, the understanding of data quality has been further improved.

To sum up, the main differences between the two are as follows:

。 The focus is different: Media purchases focus on content, while crowd buying focuses on the crowd itself, without the need for "agent"

。 Different tools: Media purchase using media analysis tools, while crowd purchase generally provides audience analysis tools

。 Different methods: Media purchase with advertising resources as the core, crowd purchase to the population classified database as the core to achieve the launch

。 Technical differences: Media purchases are often differentiated by URL, and crowd purchases usually use cookies to differentiate audiences.

The key to Success

The key to the success of media purchase is the analysis of website quality, many third-party evaluation companies provide data and statistics on traffic, demographic information and development trends for each site, and some companies use sample information to provide better behavioral orientation analysis, which is often the most important basis for advertisers to choose the media, The fact also verifies the effectiveness of this method in certain situations.

As a crowd to buy, the main points of its success is relatively complex, I think the most important factors are as follows:

。 The breadth and depth of the population attribute database: The data for the king to be fully displayed here, and the end of the quality of the database directly related to the source of data, we think that there are many levels of data, the general log analysis data is relatively weak, and search the key word data is relatively strong, Social networks can provide more effective data, and the breadth and depth of a population database is directly related to the source of population data, the effectiveness of analytical algorithms, and whether the data is "fresh"

。 The scope of the launch can be reached: The population data alone is not enough, how to reach them is the second problem to be solved. There is not enough reach, the crowd purchase is only dead, this problem using AD trading platform can well solve

。 Planning personnel's strategy and experience: some logic must be people to reason, the relationship between the crowd and the data needs of the planning staff carefully designed, so in addition to the system can provide relevant tools, planners also played a very important role.

The above is a bit of my superficial understanding, if the reader has a different point of view, hope to get everyone's feedback.