抢先观看了由微鲸出品、李健出演的《爱的人,现在一些媒体会有异常流量

愿有岁月可回首,聊以情真念白头。无论是家人呵护的目光、还是伴侣深情的眼神,爱的人用一辈子也看不完。12月19日当天,在上海外滩22号贰千金Lady
Bund,微鲸携影片主创团队、官方甄选的粉丝代表等悉数到场,抢先观看了由微鲸出品、李健出演的《爱的人
一辈子看看看不完》 岁末暖心大片。据了解,该片将于12月20日开始全网播送。

在数字营销的领域里,有很多关键词。创新、借势、数据、精准、预算……每一个都至关重要。在12月16日由中国科学院《互联网周刊》主办的2016中国互联网经济论坛上,互动通控股集团总裁邓广梼(Michael
Tang)博士就创意和数据这两个关键词,谈了自己的看法。

Programmatic technologies offer media buyers and advertisers a wonderful
opportunity to improve campaign performance but for programmatic to be
truly embedded, advertisers need control and transparency around their
investment in programmatic. Programmatic spend in Asia Pacific is
predicted to grow 35% each year, reaching about USD7 billion in 2019,
with some markets such as Indonesia, Vietnam and Korea predicted to
double in size each year until 2019¹. So why are decision makers in Asia
Pacific moving to programmatic in such a big way? ‘Better contextual
targeting’ is seen as the biggest benefit of programmatic buying – cited
by just over half of this group as very important, followed by ‘faster
execution’ and the ability to optimise in real-time ².

影片根据歌手李健亲身故事改编而成,李健的父亲是一名京剧演员,虽然经常外出演出,却无时不刻的关注着李健的成长。父亲一直以李健为骄傲,甚至病重的时候,依旧挂念着李健,给他支持。《父亲》这首歌创作于2004年却未曾演唱,直到9年后李健为《父亲》再谱歌词:“我终于明白,在你离去的多年以后,我如此骄傲,当谈起你的时候”。这首一生只能写一次的作品才得以传唱,当李健的艺术人生不断突破,甚至登上春晚的舞台,父亲却遗憾地不能亲眼目睹。本片第一视角娓娓展开,经由倒叙方式,演绎了年少李健深受父亲音乐素养熏陶,少年离家数年沉淀,逐渐累积酿制暖心音律却有愧亲恩不能相守的故事。由著名导演林旭坚执导的这部影片,是李健首度出演岁末暖心大片,更是微鲸自《我在故宫修文物》后又一匠心巨制。

十四年前,互动通推出了中国第一支富媒体广告——摩托罗拉赞助的电影《英雄》片花广告,开拓了中国的富媒体广告事业。那时候的广告,现在看来虽然简单,但是令人记忆犹新。Michael认为,创意需要化繁为简,越复杂的东西越要简单化。一个广告能做到让受众记住很重要。

However, it is important not to get carried away. While marketers are
keen to embrace the technology, there are key barriers to its wider
adoption. Aside from time, the main reasons Asia Pacific decision makers
have not used programmatic is its technical complexity (cited by 50%),
not having an agency partner to help use it, or not having the skills
in-house to do so (both around 40%).²

“选择在岁末年初首推暖心大片,希望通过圆满李健这段暖心的父子情,唤醒当下的年轻一代
‘爱的人
一辈子看看看不完’共鸣,不在亲情里留有遗憾,从今天开始,用心去看看爱的人,给爱的人多一些关注与陪伴,因为爱的人,一辈子看看看不完!”微电影首映盛典现场,微鲸市场部首席营销总监诸强先生如是说。

谈到数据,Michael表示,现在一些媒体会有异常流量。所谓异常流量,就是为了达到广告主的KPI要求,而去“创造”的虚假数据。一旦发现虚假数据,互动通不会和媒体讨价还价,而是会自掏腰包补贴给客户。但是对于做虚假数据的媒体,一经监测到,便会拉入黑名单,永不再合作,这是我们唯一的解决方案。Michael呼吁,希望广告主更乐于为创意买单,让创意推动今年的寒冬赶快过去。

The “Trade-Off” Heart of the Issue The pros and cons of programmatic
highlighted above can be boiled down to a simple trade-off. Before
programmatic, advertisers had more control over where ads were placed
but wastage, and inefficiency, were high because – to put it simply –
buying an ad on a site means you reach all users of the site rather than
only those you want to reach. Programmatic has ushered in a new era of
granular audience targeting to reduce wastage but with that comes a loss
of control and transparency. In other words, as efficiency rises,
control decreases.

图片 1

图片 2

The good news is these are not in a “seesaw” relationship, if one goes
up the other does not have to come down. The key to maximising both
efficiency and control lies in the mechanisms you have in place before
you ever get into bidding for an ad placement that might be served, so
how can you address this?

Control is about Brand Protection Although loss of control and
transparency can be a worry for various reasons, it really boils down to
advertisers’ concern about the potential damage to their brand if their
ads are served in harmful contexts. However, having the right plumbing
in place means these risks can be mitigated, even in programmatic.

The first thing advertisers can do is be aware that brand safety is a
far more nuanced issue than simply avoiding obvious environments such as
pornography, violence, and illegal or terrorist websites.

It is about avoiding topics or contexts that might be uniquely harmful
to your brand, such as names of specific competitors or particularly
damaging current events. For example, a peanut butter brand will not
want ads around articles about nut allergies rising in young children,
and cruise ship operators will not want ads around articles on boating
accidents.

Once you are aware of this, you need to make sure any ad delivery
partners you are working with have highly customisable and powerful
campaign protection tools in place. comScore clients, for example, can
choose from three cinema-style ‘maturity’ ratings and 17 brand safety
flag ‘filters’ before their ads even get to the bidding stage. It is
also worth pointing out these tools should be used alongside those which
maximise viewable environments and minimise exposure to non-human and
fraudulent traffic.

Context is King The nut allergy and boating accident articles are
examples of removing contexts that can be harmful to a brand. Hence,
once you are secured with brand safety, what you really want is to focus
on the contexts that are going to drive the most success. The industry
has paid too much attention on the former (ad validation) at the expense
of the latter (ad relevance).

The right programmatic tech has the ability to find quality content and
audiences you can act on in real-time. Your partner must be able to
execute this ‘contextual categorisation’ at the domain, site, page or
page element level, which requires hundreds of thousands of dynamically
updated topical categories.

Take, for example, a sports brand that wants to create brand awareness
around new long-distance running shoes. The secret sauce is about
combining the best elements of contextual categories (great for finding
general topical relevance such as ‘running’) and keyword targeting
(great for exact word matches like ‘marathon’).

The ‘running’ category is selected so the sports brand’s ad appears on a
running interest site. However, the article is about gaining muscle, so
not one to attract those training for a marathon. A custom keyword is
selected to target inventory with the word ‘marathon’, but this brings
up articles about a dog who accidentally ran one. Only by using BOTH the
contextual and the keyword targets, you get a marathon-related article
on a running interest site – exactly the type of relevant content you
require.

So remember, whilst validation makes sure your ad can be seen in the
right environment, relevance is the most important factor for reaching a
consumer who could be interested in your campaign – and your product.

Athletic brand seeks to create awareness for new running shoes among
marathoners

Selecting the “Running” category:

图片 3

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