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姓名测算,Avazu 石一:移动程序化购买 用户地理位置意味着全部,熊出没之

原标题:姓名测算,Avazu 石一:移动程序化购买 用户地理位置意味着全部,熊出没之

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Avazu 石一:移动程序化购买 用户地理位置意味着一切...

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Morketing原创编译

一向以来,打造“黄金地段”是地产大亨们的口头禅。他们筑楼房、搭商铺,招引南来北往的人停步、张望、消费。而现在,广告主们决议反着走,从用户的地理方位动身,结合环境,给出消费指引。在广告主的眼中,最具招引力的“地盘”在方针用户的脚下。

Avazu CEO 石一

“移动程序化购买,从某种意义上讲,用户地理方位代表了悉数”,近来,Avazu创始人兼CEO石一在承受全球广告技能职业媒体AdMonsters资深修改Gavin Duna机甲旋风之星际海盗way采访时表明。

AdMonsters资深修改GavinDunaway

在适可而止的时刻与地址精确地将信息传达给有需求的用户,这是一切广告主在移动端投进广告的抱负方法。而用户地理方位定位很好地处理了其间关于“地址”的问题。超地域用户定向(Hyper-Local Targeting)乍一听像是个很巨大的理论体系,落真实移动端的程序化购买上也走了很长一段时刻,但是它的完成确真实很大程度上提高了用户的消费体会。

以下是对话内容,直译版:

AdMonsters:在亚太商场耕耘了一段时刻之后,你有没有从中发现一些相同适用于像北美这样商场的洞悉?

石一:曩昔一段时刻,印度和我国的广告主将许多预算花在了移动端,纵观国际范围内最受欢迎的前10大APP中,超越30%是来自我国。这些年来,Avazu经过组成当地运营团队密切地效劳这些客户端,从中取得了对他们投进战略的深入洞悉,这对咱们拓荒新商场有很大协助。

比方说,研讨一款新的App如安在Avazu的战略下,能在上线的两周内取得超越一千万的用户,是很有价值的。这种规划恐怕只要在快速增长的商场中才会呈现。

AdMonsters:2012年Avazu将重心转向移名字测算,Avazu 石一:移动程序化购买 用户地理方位意味着悉数,熊出没之动端,这主要是出于哪些考虑?

石一:Avazu从2009年开端在全球范围内展开效果广告业务,在2012年,咱们发现未来的商场需求必定转向移动端。因而,咱们其时将一切的资源都投入到移动端,意在打造一个独感觉蒋依依好有心计一无二的广告渠道。2013年,咱们开端在不同的国家开设办事处,以提高自己的本地化效劳水平。

AdMonsters:终究什么才是广告主看中移动程序化购买的关键因素?是定向,仍是定价?是不是中小广告主会比大型品牌主对移动端更感兴趣?

石一:现在,在咱们渠道上投进的大多数广告主是效果类的,所以对他们来说,一个归纳的高效果投进办理工具才是他们投进的主要原因。

不花形敬过,跟着原生广告和根据方位定向的广告等新式广告方法的开展,品牌广告主也在大量地将预算投入进来。Avazu的自助投进渠道给广告主100%的办理权限,这也使得品牌主能够在咱们的合作下,更轻松地办理广告投进。

AdMonsters:具有如此巨大的数据和定向参数,能够说是移动端的一大优势。那么,有没有一些你们客户觉得特别成功的移动定向参数组合?

石一:选用超地域用户定向技能的成功率很高,在这种战略下,广告主能够在一个GPS定位圈中定向到他们想要的用户。比方,一个当地的餐厅,能够定向方圆50米以内的一切用户,并从中找到他们名字测算,Avazu 石一:移动程序化购买 用户地理方位意味着悉数,熊出没之的方针用户。当然,相似手机机型、品牌、操作系统、APP及运营商等其他的定向选项,对效果广告主来说,也非常有用。

AdMonsters:除此之外,有没有广告主利潮女汇用地理方位定向的其他方法,令你形象特别深入的?

石一:咱们现在比较重视的是,经过根据用户地理方位广告带来用户忠实度这种投进战略,经过广告给那些常常光临的用户有针对性地发送优惠券。这是促进移动广告效果从线上转到线下很好的一个冯一航比如。

AdMonsters:Avazu有没有运用Beacon技能?在这方面开展得怎么样?

石一:Beacon具有了把零售商和线下的投进预算招引到线上的潜力,现在咱们正在进入这一范畴。至于产品方面,咱们正在把它与咱们的超地域用户定向整组成一个具有竞争力、用户友爱型的处理方案,主要是针对那些对移动广告不太了解的广告主。

AdMonsters:广告主对移动私有交易渠道感兴趣吗?

石一:现在移动私有交易渠道比较抢手,并且这种抢手程度在未来一段时刻内还会继续。不过在我看来,它更适用于Ad Network和署理商。从大的趋势来讲,广告主越来越趋向于更为简略的处理方案,由于对他们而言,广告投进蜀汉英雄传修改器的目标和办理并不杂乱,而移动私有交易渠道需求杂乱的办理,不是一般的广告主能玩得转的。

AdMonsters:非人类流量在美名字测算,Avazu 石一:移动程序化购买 用户地理方位意味着悉数,熊出没之国和欧洲一向倍受重视。相似Avazu这样的广告技能公司,怎么进行防做弊?

石一:咱们有一系列的方法事前过滤掉非人类流量,从人工审阅流量来历和方位,到那些从认证的第三方供货商和内部数据得来的黑名单。别的,咱们运用机器学习算法来发现流量方法下的违规行为。

AdMonsters:APP和移动Web,哪个才是现在触达用户的最好方法?为什么?它会长时间更受广告主的欢迎吗?

石一:70%到80%的移动库存仍是来自APP,而广告主在APP的投进规划远大于移动Web网站。但是,咱们以为移动Web的潜力被轻视,乃至被大多数前言署理和广告主忽视了。事实上,广告主经过移动Web能够花更少的钱,触达那些APP能触达的用户。

曩昔Avazu一向在研讨移动Web。咱们发现,虽然移动Web一般运用PC的构思尺度,IAB移动构思尺度仍在主导着移动Web需求。不过,假如一个广告主的网站没有很好地针对手机和平板进行优化,移动Web根本就起不到效果,如此一来,需求就会不断削减。

以下是英文原版:

Location Is Everything: Talking Mobile ProgrammaticWith Avazu’s Yi Shi

Location, location,location is not just the mantra of real estate agents anymore. The ability toreach your audience where you want to reach them – and hopefully when they wantto be reached – has long been a top perk for advertising on mobile. Of course,hyper-localized targeting sounds grand in theory, but bringing it to life andscale has been a long slog. This slog has become easier to manage thanks toprogrammatic’s spread throughout the mobile ecosystem.

Localization hasbeen a cornerstone in mobile DSP Avazu’s strategy since it refocused completelyto mobile. And what a proving ground the company has had to develop itsstrategy: the burgeoning smartphone wonderland of the Asia-Pacific region,where hyper-local targeting is a necessity for advertisers both large andsmall.

Recently named oneof the top 5 DSPs in revenue share on mobile exchange Smaato for thesecond quarter in a row, Avazu has its sights on global expansion, openingbranches in Amsterdam, Berlin andLos Angeles. I spoke toAvazu CEO and Founder Yi Shi about how the company will use its APAC upbringingto its advantage in tackling new markets, how technology like beacons ist人面锦鲤ransforming location-based advertising, the potential for mobile web inventoryand much more.

Are there certain insights you’ve learne北医网校d in the APAC marketthat you think will prove advantageous in markets like North America?

Asian advertisersfrom India and China have spent a lot of money in the past on mobile, when welook at 名字测算,Avazu 石一:移动程序化购买 用户地理方位意味着悉数,熊出没之the top 10 most p作家夏七年opular apps in the world, more than 30% are comingfrom China. We’ve served all those clients very closely with local operationteams to gain deep insights into their campaign strategies – this I think willinde玲玲解忧吧ed help us penetrate new markets.

Foineedagirlr exampl陀枪儿媳e, wefound it extremely窗口边的情事 valuable to see how a newly launched app could gain over 10million users within the first two weeks of release using our solutions. Thatkind of scale can be only seen in fast evolving emerging markets.

What made Avazu to pivot towards mobile in2012?

Avazu started its performance advertisingbusiness on a global scale in 2009 and in 2012 we saw that the future demand isclearly shifting to mobile. So we moved all our resources into mobile to createa unique advertising platform. We started with opening offices in differentcountries in 2013 to achieve a better level of localization.

What are the key factors driving spend towardmobile programmatic – targeting, pricing? Are smaller advertisers moreinterested in the space than large brands?

So far we have seen a big portion ofadvertisers coming from the performance space (gaming and app downloads) to ourplatform, so for them a comprehensive bundle of efficient campaign managementto星露谷祝尼魔小屋布局ols is the key factor driving spend.

However, with the development of new adformats like native ads and location-based ads, we are also seeing significantdemand coming from large brands. We created a self-service platform with 100%transparency and control down to the placement level, which gives large brandsmore confidence in the campaigns they run with us.

One advantage on mobile – so much data and so many targetingparameters! Are there combinations of mobile targeting parameters your clientsfind particularly successful?

We have seen a greatdeal of success with hyperlocal targeting, where advertisers can target usersfrom a certain GPS location circle. For example, a local restaurant couldtarget all users within a 50 meter radius of its restaurant’s GPS location tofind their target audience. Other targeting options are phone device, brand,operation system, app/site, and ISP/carriers, which are particularly useful forperformance advertisers.

What are other ways adve爱的吻痕rtisers take advantage of locationtargeting that have impressed you?

We are seeingcampaigns that combine location-based ads with loyalty programs, offeringrecurring customers targeted vouchers. That’s a great example of leveragingmobile advertising effectiveness from the online world to the offlineworld.

Has Avazu leapt into the world of beacons? How will that spacegrow?

We are currentlylooking into this field and believe it will lure more budgets from retailersand offline world to online. Product-wise, we are integrating it with ourhyperlocal targeting to create a competitive, but user-friendly solution,particularly 名字测算,Avazu 石一:移动程序化购买 用户地理方位意味着悉数,熊出没之for advertisers that are not too familiar with mobileadvertising.

Are advertisers interested in mobile private exchanges?

Mobile privateexchange are clearly a hot thing right now and will remain hot in the future –however, it’s more a tool designed for ad nemikiplumtworks and agencies in my opinion.Advertisers tend to use simplified solutions, as their ad ops typically are notthat sophisticated in terms platform management. A private exchange is complexto manage.

Non-human traffic has been a huge concern in the US and Europeof late. How does a tech company like you ensure clients内裤秀 inventory bought isbeing seen by humans?

We have a set ofmethodologies to 名字测算,Avazu 石一:移动程序化购买 用户地理方位意味着悉数,熊出没之pre-filter non-human traffic, this starts with manual auditsof traffic sources and placements, then combined with blacklists 名字测算,Avazu 石一:移动程序化购买 用户地理方位意味着悉数,熊出没之from certifiedthird-party vendors and inhouse data. In addition, we apply machine learningalgorithms to discover irregularities within traffic patterns.

Apps or mobile web – which is the best way to reach consumerscurrently, and why? Will one side be more popular for advertiserszoohd in the longterm?

Somewhere between70% to 80% of mobile inventory still comes from apps, and advertisers achievesignificantly larger scale there compared to the mobile web. However, we thinkthat mobile web inventory is under-valued and overlooked by most media agenciesand advertisers. A media buyer could reach the same user on mobile web justlike on an app, just at a lower bid price.

We were exploringthis女性裸 phenomenon and found out that the IAB mobile creative sizes are stilldominating mobile demand, while mobile web typically work with desktop creativesizes. However, if an advertiser’s website isn’t fully optimized for phones andtablets, mobile web inventory usually won’t work at all, thus diminishingdemand.

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