The new mainstream of network marketing: Programmed advertising

A few years ago I met an advertiser who complained to me that its search engine optimization (SEO) Service agents did not use the most advanced technology to upgrade their company's search engine rankings. Although his team spent a lot of money, but the performance has not seen any breakthrough. Without further scrutiny, they switched to another agent. In fact, advertisers should focus not on searching rankings or using advertising techniques, but on the target audience they can reach.

In the past advertisers spent most of their time negotiating with the media on the phone, only on the basis of simple http://www.aliyun.com/zixun/aggregation/8613.html ">" "> website data, such as site user volume, The proportion of men and women to prepare the media launch plan. Coupled with the high advertising prices of well-known websites in recent years, advertisers ' budgets are stretched, with only two or three express of advertising space to improve cost-effectiveness. In the case of trans-channel advertising, this kind of old media purchase method can not accurately help advertisers to target audiences.

A new generation of programmed advertising (programmatic Media Buy) is carried out through data-driven (Data-driven) and real-time bidding (real-time Bidding) mode. Programmed advertising platform to provide the optimization algorithm (optimization algorithm) can tell advertisers: which channels, what time, how to show to the network users, and the whole process of automatic, real-time, can effectively replace the traditional media planning and optimization process of human decision-making. Programmed advertising platform can also provide a one-stop-side eucalyptus, so that advertisers can easily and large-scale exposure to scattered long tail advertising space.

But any online media planning based on programmed advertising is based on data, so advertisers first have to work out a comprehensive set of data strategies. At present, most advertising platforms support real-time bidding technology, real-time bidding allows advertisers to evaluate each ad opportunity, and make the appropriate bid to try to display ads in the netizens. To reflect the value of real-time bidding technology, advertisers must first understand that each netizen has a different value for its brand, so the need for sophisticated data models to understand the characteristics of each netizen to determine the best bid. I think advertisers may consider setting up their own in-house statisticians or analysts and working with advertising agencies or other online advertising providers to develop and implement data strategies.

Many people say programmed advertising is premature in China, largely because the owners, especially a express, seem unwilling to open their advertising positions to advertisers for instant bids, which they generally believe will drag down the price of their advertising space. However, there are many systems for Web sites in the market, which makes it easy for site owners to control their advertising space and increase the output of advertising sales, such as advertising space management tools to predict and monitor the demand for advertising positions at different times. I believe in the end there will be more Web site owners will be willing to join the advertising trading platform for the site and advertisers to create a real "win" situation.