This year's marketing trends, DSP most attention

Push a note: DSP (demand-side Platform), is the demand side platform. This concept originated from the network advertising developed in Europe and the United States, is accompanied by the rapid development of the Internet and advertising industry, the new Emerging network advertising field. Together with ad Exchange and RTB, it has grown rapidly in the United States and has developed rapidly worldwide, covering Europe, the Pacific and Australia in the 2011. In the World Network display advertising field, DSP in the ascendant. DSP into China, quickly become a craze, to promote China's network display advertising RTB Market rapid development of one of the driving force.

 


China market is very mature in digital marketing. Whether it is a platform, a community or a variety of tools, a variety of destinations to promote, for example, in addition to the relationship between travel agencies must master, online sales have become very important, especially in the first-tier cities (especially north-Canton-Beijing, Shanghai and Guangzhou), consumer behavior patterns have changed greatly, It is widely used to search the data of tourist products on the internet, then around, and even order directly online. If online marketing strategies do a good job, the results can even exceed the sales of traditional travel agencies. In the tourism industry, whether it's cooperation with OTA, online search, social media or even Kol, the last year has largely changed, campaign focus on content selection and flow guidance (especially in sales guidance). However, one of the difficulties is to broaden the reach of the audience, and all destinations hope that, in addition to Ota, online search, social platforms and other audiences, but also a vertical site audience. Under the limited budget and personnel, how to effectively do: 1 for a certain number of vertical web site advertising, 2 accurate delivery: including regions, platforms, audience interest, etc. 3 collect data that can be used for comparison and analysis. Believe that DSP will be an effective solution, and believe that this demand will form a trend.


 


What is DSP?


about digital marketing, about DSP: The marketing trend that needs attention this year


DSP full Name "Demand Side Platform", is the advertising management platform for advertisers. It mainly through the combination of different ad networks (AD NX), in a large number of user data and data analysis technology, based on the way to bid, to achieve the program purchase of advertising, and the advertising effect of real-time monitoring and optimization. Here are some of the experiences I used to share with you!





DSP set hundred family's big


about digital marketing, about DSP: The marketing trend that needs attention this year


in China, there are a lot of similar ad receptacle, known to have Tencent's broad point, Alibaba's Tanx and Baidu's advertising Alliance, respectively, in social, electrical and search each lead. In response to market demand, their functions have gradually changed, from simple ad receptacle slowly evolved into ad Exchange, but also to many small ad nx between the trading platform, which Alibaba more to the SSP (Supply Side Platform) Development, Even stepping into the DSP field, this is something. If your product/service in a certain area has strong demand, nature can choose the most suitable vertical site directly cooperation, focus on investment. However, some of the more large-scale promotion, regardless of the type of the site has a diversified demand, but also in touch with points, but there is no big international brands in the budget, how is it good? Plus the application and management of many ad NX on the campaigns is really a very difficult thing, not only need a lot of manpower, each ad receptacle targeting methods are different, to understand their operation, for the city staff is definitely a challenge. The advent of DSP solves the problem of unified application and management. In addition to assisting with numerous ad receptacle docking and application procedures, DSP will also be focused on ad NX, a platform to save the city staff and learning and management of the time, coupled with the monitoring tool, cast what advertising position, Impressions how many, CPC and conversion rate are clear, very suitable for the need to manage a large number of site advertising market personnel!


 


DSP starts from ad receptacle


about digital marketing, about DSP: The marketing trend that needs attention this year


The emergence of ad receptacle mainly have too many sites have to sell the advertising bit to promote. Ad receptacle and so the middleman will advertisers (buyers) and distributors (also that is, the website, sellers) to carry out a large amount of docking, promote the transaction. The display receptacle of Google AdWords is the concept. It will be its products such as Gmail, Google Finance, YouTube and other advertising sites, as well as other websites ""google to help them sell ads, put together the system allows advertisers to use Google AdWords launch platform, unified real-time bidding (RTB). Google AdWords's display receptacle, though just one of many ad receptacle, is also one of the most popular, covering more than 2 million networks. In fact, Google AdWords a bit like DSP, the main difference is probably that it only serves their own ad receptacle, and in the use of cookies, pixel and other technologies for accurate delivery of a slightly different.


 


How to choose DSP


 


Online Advertising, the most important is to effectively find the target audience, through accurate delivery, improve conversion rate. So when choosing DSP, there are two points to pay attention to:


 

The pros and cons of
-DSP are not how much ad receptacle or publishers can be included, but their DMP (Database Management Platform). DMP is an important factor in determining the accuracy of the launch. Some DSP use semantics and keywords to find the target group, some single site classification, some through the cooperation with the telecommunications companies, based on their data for analysis. Different ways of doing things, it is best to choose how they have a certain understanding of how to put.


 


-Each CAMPAIGN,DSP should be able to save the relevant data analysis. Some DSP even developed their own labels, in the launch of the use of these tags for accurate delivery. Therefore, the use of the same method of delivery, experience and customer types of the more DSP, performance will be better. Because the more historical data, the more accurate their analysis. So in the selection of DSP is not suitable for those new entrants.


 

The limitation
of
DSP




if the DSP so "omnipotent", the city staff can only use DSP to help them manage campaign it?! Not really. The DSP does have its short board, too.


 


-The best place to advertise is always in the hands of the site. Therefore, the budget is abundant campaign, should cooperate directly with the website, use the DSP to supplement the flow with ﹝DSP flow also has the long tail flow one said ﹞. After all, the flow rate purchased through dsp/ad receptacle is cheaper, but quality is not necessarily the best.


 


-Many DSP systems are limited, in the end cast those ads, not necessarily every family can answer. Some sites that only display ad site and feet are not showing specific channels. Some of the channels are not displayed, need technicians from the background data slowly collated, can be a glimpse of the full picture.


 


-The number of clicks on the DSP and the website offered may have a big gap. In order to avoid disputes, it is best to adopt a third party monitoring tool to protect themselves.


 


the future
of China's DSP industry

about digital marketing, about DSP: The marketing trend that needs attention this year


China's DSP industry not only provides "one-stop-shopping" services, but also covers the domestic ad NX wide, many kinds, but also foreign DSP operators can not compare. So not only domestic advertisers, even foreign advertisers who need to put ads in the Chinese market, are "forced" to choose China's DSP industry (although the technology and data accuracy is still less than the foreign counterparts, but wins in the coverage of comprehensive, both when), plus the DSP into the threshold is not too high, In China, the advantages of the industry are relatively easy to join the foreign AD NX, service to enter the foreign market of Chinese brands, so believe that the current excellent DSP industry will do more and more, the better! (at the time of writing to see Alibaba strategic investment and holding a very good easy media, I believe it is to see potential high-speed growth of the Force ~)