贴片广告投放实践-youku

*,*,*,*,*,*,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,目标：固定预算,240,000,元,以最大化触达人数为目标的贴片广告投放,欧莱雅案例,F,requency,Reach(000),Impression(000),Cost(RMB),CPM,All User,TA,All User,TA,All User,TA,1,+,3,610,2,527,26,610,18,627,585,430,22,31,3,+,1,362,953,26,610,18,627,585,430,22,31,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,以,N+,触达人数为固定目标的贴片广告投放,可爱多案例,Reach(000),Frequency,自然投放,控制频次,Impression(000),Cost(RMB),CPM,All User,TA,All User,TA,All User,TA,All User,TA,1+,2,885,952,4,962,1,638,19,051,6,287,495,326,26,79,2+,1,554,513,2,424,800,19,051,6,287,495,326,26,79,3+,1,076,355,1,679,554,19,051,6,287,495,326,26,79,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。,Reach,Reach,Impression,Impression,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,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,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,以客户指定,GRP,为目标的贴片广告投放,保乐力加案例,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。,Reach,Frequency,投放形式,投放品牌,投放市场,投放周期,投放天数,Impression,1+,2+,3+,4+,5+,6+,未控制频次投放,杜蕾斯,北京,2009.12.12-2010.01.19,38,9,159,371,1,810,307,1,149,757,846,960,659,525,531,196,439,252,控制,5+,频次投放,卡尼尔,北京,2010.01.04-2010.02.09,37,11,070,840,4,446,115,2,457,692,1,795,143,1,347,107,846,021,21,323,Diff.%,-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,Low VV,High VV,Low affinity,High affinity,Target: P15-25,Source: Nielsen Youku User behavior survey,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,VV,P15-25,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,228,551,531,2,558,512,017,35.0%,79,993,036,895,479,206,11.2,3.4,优酷电视剧频道,65,426,375,1,140,427,632,43.7%,28,591,326,498,366,875,17.4,5.2,优酷音乐频道,24,062,483,457,543,845,68.2%,16,410,613,312,044,902,19.0,5.7,优酷电影频道,31,296,134,408,779,413,32.8%,10,265,132,134,079,647,13.1,3.9,优酷娱乐频道,23,441,528,390,110,471,39.9%,9,353,170,155,654,078,16.6,5.0,优酷动漫频道,22,421,693,424,598,544,38.0%,8,520,243,161,347,447,18.9,5.7,优酷原创频道,14,210,074,206,728,257,43.7%,6,209,802,90,340,248,14.5,4.4,优酷资讯频道,18,057,465,215,892,553,33.7%,6,085,366,72,755,790,12.0,3.6,优酷游戏频道,8,094,682,139,567,952,50.8%,4,112,098,70,900,520,17.2,5.2,优酷体育频道,8,178,523,135,035,911,39.0%,3,189,624,52,664,005,16.5,5.0,优酷时尚频道,2,088,948,26,455,523,42.8%,894,070,11,322,964,12.7,3.8,优酷汽车频道,4,002,057,72,243,775,20.2%,808,416,14,593,243,18.1,5.4,优酷旅游频道,1,596,552,10,745,837,41.3%,659,376,4,438,031,6.7,2.0,优酷母婴频道,3,163,787,45,575,833,17.8%,563,154,8,112,498,14.4,4.3,优酷科技频道,2,511,230,26,979,379,24.9%,625,296,6,717,865,10.7,3.2,根据各频道的覆盖、视频观看量、接触频次等，选择对于目标群体最优化的频道组合,