Mobile Advertising 浅谈移动互联告 Yuanquan HU 2016.7.18
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Mobile Advertising
浅谈移动互联⺴⽹网⼲⼴广告
Yuanquan HU 2016.7.18
⺫⽬目录
2
1 Digital Marketing（数字营销）
2 Mobile Advertising（移动⼲⼴广告）
3 Return On Investment（投⼊入产出⽐比）
Digital Marketing （数字营销）
4
Industry Background (⾏行业简史)
Data Analytics Tools: Google Analytics, Google Firebase, Admob Dashboard
Digital Marketing Evolution (数字营销发展)
Outbound Marketing Inbound Marketing
6
Digital Marketing Channels (数字营销渠道)
7
Digital Marketing Channels (数字营销渠道)
Search Engine Social Media Mobile Display
搜索⼲⼴广告 社交媒体 移动展⽰示
3%
18%
17%
8%
40%
14%
Others TV Magazines Newspaper PC Mobile
8%
20%
13%
6%
38%
15%
2013 2016
Mobile Advertising Market (移动⼲⼴广告市场)
Mobile Advertising （移动⼲⼴广告）
Advertiser Audience /BuyersPublishers
HTML Agreement-based Advertising (合约⼲⼴广告）
Targeted Advertising (定向⼲⼴广告）
D<S
D>S① User Targeting ② Ad Serving ③ Online allocation ④ Constrained optimization
Auction-based Advertising (竞价⼲⼴广告）
CPM CPC
Real-time Bidding (实时竞价）
① Search Ad：Keyword② Generalized Second Price③ AD Network
S
D ① Contextual Advertising (上下⽂文⼲⼴广告） ② AD Exchange
Demand-side Platform (DSP)
Supply-side Platform (SSP）
Data Management Platform (DMP)
Demand Side Data Management Supply Side
Mobile Advertising Ecosystem (移动⼲⼴广告⽣生态)
13
Mobile Advertising Categories (移动⼲⼴广告形态)
1996 1998 20012000 2002 2003 2004 2009
Search Ads（搜索⼲⼴广告）
SEO
Search Engine Optimization
15
Search Ads（搜索⼲⼴广告）
Landing Page Optimization
Inbound Linking
Outbound Linking
SEM
Search Engine Marketing
Keyword Planning
Long Tail Keyword
Landing Page Optimization
Return On Investment （投⼊入产出⽐比）
User Purchase Funnel （⽤用户购买漏⽃斗）
曝光 关注 理解 决策 购买 推荐
关键词精准度 ↑ 信息互动性↑
Attribution Model (归因模型)
Pricing Models （竞价模式）
按展⽰示收费 按结果收费
CPM（千次展⽰示成本）Cost Per Mille
CPMV （千次有效展⽰示成本）Cost Per Thousand Viewable Ads
CPT（按时间⻓长短计费）Cost Per Time
CPC（单次点击收益）Cost Per Click
CPI（单次下载收益）Cost Per Install
CPA（单次互动收益）Cost Per Action
CPS（单次销售收益）Cost Per Sale
18
Return On Investment （投⼊入产出⽐比）
淘宝某店 ROI =R
I=
销售额
CPC*点击次数+ CPM*展⽰示
=100*50件
3*20000次+1.5*5000000/1000
= 0.7%
19
Return On Investment （投⼊入产出⽐比）
Launcher ROI =R
I=
ARPU*User Lifecycle
CAC
=$0.066*24天
$1
= 156%
• ARPU（Actual Revenue Per User）单个⽤用户真实价值• User Lifecycle（Actual Revenue Per User）⽤用户⽣生命周期• CAC （Customer Acquisition Cost）⽤用户获取成本20
Mobile Advertising Summary
Yuanquan 2016.7.18
Traceable Testable Measurable
22
Reference （参考书籍）
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