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

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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

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Reference （参考书籍）