RTB is not an artifact. Successful network marketing effect needs to cooperate with trans-channel strategy

In recent times, we have seen real-time bidding (real time Bidding, hereinafter called RTB) and repositioning (retargeting) technology is popular in the online marketing industry. International research firm IDC says that by 2015, 1/4 of the world's online advertising will be RTB. According to our case study of domestic famous electric quotient, the application of RTB and reposition display advertisement can contribute more ROI (ROI) than search engine and general display advertisement, and each transaction cost (CPA) is lower. The Advertiser may ask: should we put the budget for search and display ads on the RTB? The answer is No.

According to the data in the study, the well-known fashion-type electric business enterprise in the application of RTB display ads, the return on investment of up to 46.4, not only than the search engine 22.8, more than the general display of advertising five times times, and its each transaction cost significantly reduced by more than 60%. However, although the general display of advertising on the surface of the poor performance, but there are research shows that if the advertisers to remove the general display ads, not only will lose the direct return from display advertising orders, will significantly affect the search and other channels of advertising performance. In this case, for example, advertisers will lose more than 31.9% of their orders, that is, 43 million yuan of operating income, if they remove the display ads.

The problem we see now is that although RTB is favored in the marketing circle, advertisers are not clear about RTB's role in the overall marketing strategy. For advertisers, it is not enough to understand the independent performance of each advertising channel, they need to further analyze the relationship between the impact of advertising channels. Advertisers can use the advanced tracking code for advertising to understand the user's transformation path, and further from "auxiliary income" and "auxiliary roi" to analyze the actual value of various media channels.

In addition, the characteristics of RTB is based on the crowd orientation of this leading technology, accurate targeting of the target population, but there is still a large part of the potential customer base is RTB can not cover. Advertising continues to increase the number of customers to maintain sales growth, display advertising will become an indispensable means. Our technology platform can provide advertisers with the new and old customer number and income analysis, so as to adjust the search, display and RTB advertising investment in the proportion of gold in order to expand the coverage of the audience, improve positioning accuracy, to achieve the goal of maximizing the advertising effect.

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