The biggest technical problem facing advertising (II.)

Last December, I wrote a view on stock forecasts and targeted advertising. Today, I would like to talk about an inevitable result-frequency upgrade (frequency capping). This problem emerges when we associate it with the target AD.

Frequency escalation prompts advertisers to limit the number of visitors to a particular site. Advertisers need to innovate on the frequency upgrade, which is determined by many factors. The main reason is that the control of the media to purchase, so that advertising on average among specific users, rather than repeatedly targeting some users.

Of course, http://www.aliyun.com/zixun/aggregation/7714.html "> online advertising has no reason to pass it on to a user 100,000 times." What most people in the industry can't stand is that most advertisers have high frequencies for users in a small number of people, but at low frequencies in most people. The advertising delivery curve is shown below:

Take an advertising marketing site, the total number of users of 10 million people. The smart media buyer buys 2 million impressions and upgrades the frequency to two to see what happens:

In this case, almost all low-frequency audiences were purchased and removed from the flow of advertising. That means the rest of the advertisers can only buy ads from marketers and get a small audience at a high frequency.

If you associate the frequency upgrade with the target ad, you will automatically overwrite all the user groups. I often listen to media buyers say that because of the low number of audience, behavioral target advertising often causes various problems. This requires innovation and transmission at a high frequency. Because most organizations can measure the impact of frequency escalation on advertising switching, they are also aware of the problems that arise.

Because specific audiences may be dragged away by other advertisers, every media buyer is interested in frequency upgrades. But from the point of view of advertisers, they have clear values and will not allow the audience to become a minority advertiser's patent.

In view of this, I suggest that from the industry point of view, we must attach great importance to the value of frequency upgrades, frequency upgrades may have higher value. If we do not want to invest more capital for the frequency escalation, others will multiply and gain greater benefits.

In short, we must buy and sell audiences, not immature impressions. Perhaps the most correct approach is to always insist on the sale of the number of impressions, and the size of the audience to sell.

(Original starting on March 12, 2007, compiled: Song)