您好,欢迎访问三七文档
当前位置:首页 > 商业/管理/HR > 广告经营 > 优酷-贴片广告投放实践
贴片广告投放实践目前客户投放贴片广告的几种类型•以控制成本为目标,在投放成本固定的情况下,预估投放效果,包括总广告曝光量、N+触达人数等—欧莱雅案例•以最大化触达人数为目标,预估广告投放量及投放效果—卡尼尔案例•以N+触达人数为固定目标,预估广告投放量及投放效果—可爱多案例•以最小接触频次要求下的最大化触达人数为目标,预估广告投放量及投放效果—YUM案例•以客户指定GRP为目标,预估广告投放量及投放效果—保乐力加案例以控制成本为目标的贴片广告投放——卡尼尔案例产品:卡尼尔保湿精华格式:15秒前贴片广告市场:北京日期:2010.1.4-2.9频次控制要求:每个COOKE看到广告不超过五次Impression(000)Reach(000)1+Reach(000)2+Reach(000)3+Reach(000)4+Reach(000)5+Reach(000)6+自然投放效果预估10,9422,6211,5471,166925756631控制频次后实际投放效果12,4765,5522,6691,8511,36585322差值%14.02%111.83%72.53%58.75%47.57%12.83%-96.51%目标:固定预算240,000元固定预算特定客户CPM单价推算Impression总投放量预估R&F-200,000400,000600,000800,0001,000,0001,200,0001,400,0001,600,0001,800,000-2,0004,0006,0008,00010,00012,0001+2+3+以最大化触达人数为目标的贴片广告投放——欧莱雅案例FrequencyReach(000)Impression(000)Cost(RMB)CPMAllUserTAAllUserTAAllUserTA1+3,6102,52726,61018,627585,43022313+1,36295326,61018,627585,4302231目标:最大化触达3次的用户覆盖市场:北京日期:1个月目标人群:P18-35在北京一个月的投放周期中,需要投放26,610个CPM,最多可以覆盖95万看过3次以上广告的目标用户,花费为585,430历史R&F数据最大化3+情况下的Impression投放量特定客户CPM单价预估广告花费以N+触达人数为固定目标的贴片广告投放——可爱多案例-500,0001,000,0001,500,0002,000,0002,500,000-5,00010,00015,00020,00025,00030,0001+2+3+-500,0001,000,0001,500,0002,000,0002,500,000-5,00010,00015,00020,00025,00030,0001+2+3+Reach(000)Frequency自然投放控制频次Impression(000)Cost(RMB)CPMAllUserTAAllUserTAAllUserTAAllUserTA1+2,8859524,9621,63819,0516,287495,32626792+1,5545132,42480019,0516,287495,32626793+1,0763551,67955419,0516,287495,3262679自然投放频次控制投放为了在北京覆盖80万接触频次为2-3次的15-25岁受众,预估花费495,326,可达到此投放目标。通过频次控制的方法,节省原本曝光给高频次受众的广告量,从而提高2-3次接触频次受众的比例。ReachReachImpressionImpression目标:覆盖80万看过2次以上广告的用户市场:北京日期:1个月目标人群:P15-25历史R&F数据目标N+情况下的Impression投放量特定客户CPM单价预估广告花费目标:在2周内优化排期,reach最大化的UV,每个UV做到3个频次地区日期vv1+2+3+4+只看1次的UV只看2次的UV只看3次的UV只看1次的CPM只看2次的CPM只看3次的CPM频次控制总投放CPMCPM节省比例上海201003015,840,3191,116,495822,519575,347455,735293,976247,172119,612293,976494,344358,8361,147,15680%上海2010030211,719,2241,808,7971,370,2861,006,445825,613438,511363,841180,832438,511727,682542,4961,708,68985%上海2010030317,949,7452,395,1771,839,0331,386,2701,156,274556,144452,763229,996556,144905,526689,9882,151,65888%上海2010030424,084,7352,907,7852,241,5451,713,4491,442,482666,240528,096270,967666,2401,056,192812,9012,535,33389%上海2010030531,130,5353,484,6962,696,6292,082,0291,764,329788,067614,600317,700788,0671,229,200953,1002,970,36790%上海2010030639,355,5734,053,8833,152,6192,463,6452,102,752901,264688,974360,893901,2641,377,9481,082,6793,361,89191%上海2010030747,392,2744,551,4163,542,1792,788,9632,391,7591,009,237753,216397,2041,009,2371,506,4321,191,6123,707,28192%上海2010030853,700,0504,959,9473,847,9693,035,6112,608,6931,111,978812,358426,9181,111,9781,624,7161,280,7544,017,44893%上海2010030959,988,3075,351,8124,136,4033,266,9222,811,1241,215,409869,481455,7981,215,4091,738,9621,367,3944,321,76593%上海2010031065,915,8755,702,2764,403,8993,479,8202,996,7111,298,377924,079483,1091,298,3771,848,1581,449,3274,595,86293%上海2010031171,578,4536,034,1704,650,8133,675,3323,166,2091,383,357975,481509,1231,383,3571,950,9621,527,3694,861,68893%上海2010031277,982,0066,400,7524,929,1933,897,5403,359,6201,471,5591,031,653537,9201,471,5592,063,3061,613,7605,148,62593%上海2010031386,184,0416,835,3195,266,3784,173,2993,602,0231,568,9411,093,079571,2761,568,9412,186,1581,713,8285,468,92794%上海2010031494,845,6097,293,8025,612,6244,454,9853,848,7321,681,1781,157,639606,2531,681,1782,315,2781,818,7595,815,21594%以最小接触频次要求下的最大化触达人数为目标的贴片广告投放——YUM案例广告容量R&F数据控制频次投放后所需的CPM投放量预估对比自然投放的CPM节省比例以客户指定GRP为目标的贴片广告投放——保乐力加案例客户指定GRP根据市场电视总人口推算此GRP所对应之Impression根据Target所占比例推算alluserImpression客户CPM单价预估广告花费CityUniverse(000)PlanningGRPTargetImpression(000)Target%AlluserImpression(000)CopyImpressionCostCost/QuestionnaireQuestionnaireCost157,220209,380307,220259,920154,527131,283304,527162,97230,000WH7562001,51216.70%9,05410030030,000In-VideoAdsOnlineSurveySH1,3142002,62818.20%14,440100300目标:在上海和北京1个月达到200GRP,并在2周投放后,对于看过广告的用户弹出调查问卷。ReachFrequency投放形式投放品牌投放市场投放周期投放天数Impression1+2+3+4+5+6+未控制频次投放杜蕾斯北京2009.12.12-2010.01.19389,159,3711,810,3071,149,757846,960659,525531,196439,252控制5+频次投放卡尼尔北京2010.01.04-2010.02.093711,070,8404,446,1152,457,6921,795,1431,347,107846,02121,323Diff.%-1+20.87%+145.60%+113.76%+111.95%+104.25%+59.27%-95.15%在投放周期,投放量接近的2波广告投放对比下,控制频次的一波广告投放的1+,2+等触达人数几乎是未控制频次投放的1倍以上。对于投放频次的控制,可以大大节省广告成本,降低过多触达频次造成的浪费。控制频次投放对比优化投放——优化频道组合LowVVHighVVLowaffinityHighaffinityTarget:P15-25Source:NielsenYoukuUserbehaviorsurvey根据目标人群的浏览习惯和分布,选择其渗透率高且视频观看量高的频道进行投放优化投放——优化频道组合P4+P15-25频道月到达人数UV月度广告容量VVP15-25占比%月到达人数UV月度广告容量VV平均暴露频次(全流量)平均暴露频次(30%流量)优酷全网228,551,5312,558,512,01735.0%79,993,036895,479,20611.23.4优酷电视剧频道65,426,3751,140,427,63243.7%28,591,326498,366,87517.45.2优酷音乐频道24,062,483457,543,84568.2%16,410,613312,044,90219.05.7优酷电影频道31,296,134408,779,41332.8%10,265,132134,079,64713.13.9优酷娱乐频道23,441,528390,110,47139.9%9,353,170155,654,07816.65.0优酷动漫频道22,421,693424,598,54438.0%8,520,243161,347,44718.95.7优酷原创频道14,210,074206,728,25743.7%6,209,80290,340,24814.54.4优酷资讯频道18,057,465215,892,55333.7%6,085,36672,755,79012.03.6优酷游戏频道8,094,682139,567,95250.8%4,112,09870,900,52017.25.2优酷
本文标题:优酷-贴片广告投放实践
链接地址:https://www.777doc.com/doc-1471648 .html