《digitalreview-0314-0413媒体投放效果评估》由会员分享，可在线阅读，更多相关《digitalreview-0314-0413媒体投放效果评估（81页珍藏版）》请在金锄头文库上搜索。
1、,Digital Performance Review 3.14-4.13,Clarity & EnergySource 2014/4/21,网络投放行程Digital Campaign Flow 硬广部分Display Format Review 投放回顾Recap 媒体投放效果Media Performance Result 网络视频部分OTV Format Review 投放回顾Recap 预热阶段Teaser Period 上市阶段Launch Period 搜索部分SEM Format Review 投放回顾Recap 关键词部分Keywords Part 品专部分Brandzone
2、 Part 官网&活动网站部分Brand Site & Campaign Site Review 官网Brand Site 活动网站Campaign Site 电子报E-newsletter 网络媒体广告Online Media Banner,目录Agenda,网络投放行程Digital Flow,Teaser 3.14-3.28,Launch 3.29-4.13,Display,OTV,SEM,增加品牌知名度并带动活动网站流量，同时收集销售线索Create awareness & Drive traffic to campaign site to collect leads,着重在DS重点市
3、场北京,上海,深圳,成都 PC+Pad端曝光前贴片，引起目标受众关注，为新车上市造势 Focus on key markets in BJ, SH, SZ, CD PC + Pad exposure , and cause TA attention,包剧合作以覆盖全国最大化曝光，同时精选重点城市定向投放，扩大整体覆盖 Maximize awareness by national program buy, and Local buy,关键词Keywords:通过关键词的购买和引导，将更多的用户带到官网以及活动网站 Dominate keywords to increase traffic to
4、brand site and campaign site,品专Brand zone:向关注DS品牌的用户，建立品牌形象及传递最新品牌活动信息 Build up brand image and deliver latest brand event information,硬广部分投放回顾Display Launch Campaign Recap,项目名称Campaign：DS 5LS上线活动 DS 5LS Launch 数据时间Period：2014.3.29 2014.4.13 项目媒体Media： 门户Portal -新浪sina、搜狐sohu、凤凰ifeng、腾讯tencent、网易net
5、ease 垂直Vertical -汽车之家autohome、易车bitauto、爱卡xcar、太平洋汽车pcauto 手机端Mobile -凤凰新闻ifeng news、网易新闻netease news、腾讯新闻tencent news、多盟domob 其他Other -速航starring media 目标Objective： 门户Portal -增强DS 5LS品牌及产品形象，推动新车上市 Build DS 5LS image and drive DS 5LS launch. 垂直Vertical -大面积曝光新车，精准收集销售线索 Create awareness and collect
6、 core leads. 手机端Mobile -最大化曝光新车上市，同时选择用户活跃度高且覆盖高的手机端媒体来增强DS 5LS品牌及产品知名度并收集销售线索Choose high TGI & coverage APP to strengthen DS 5LS awareness and collect leads. 其他Other -在旅游高峰期密集投放 Launch during travelling period,Impressions/clicks and CTR increased. CPM/CPC decreased. Leads KPI- 13% (finished) /13% (
7、Campaign Progress),*leads为清洗后数据，包括网络所有媒体数据，目前活动已进行13% *leads are qualified data, included all digital media. Now the campaign has finished 13% ，,硬广投放效果总览Display Performance Overview,媒体类型投放汇总Media Type Performance Summary,门户点击完成率最高，同时CPM也较高，由于在上市前期，着重投放了大流量点位曝光新车上市，同时点击表现优异，如凤凰-咨询首页浮层Portal sites has
8、 high click% and CPM because we choose high traffic positions for launch campaign. Such as Ifeng news homepage banner. 垂直媒体CPM完成数比预估低将近一半，由于易车和汽车之家网站自身流量较高，同时在上市投放阶段着重选择首页通栏、天幕广告等大曝光点位Vertical sites has 50% lower CPM than est. cause the PV of Bitauto & Autohome is higher among all the vertical sites
9、 and we choose position such as homepage banner. 移动媒体CPM最低，主要选择用户活跃度高且覆盖高的APP，如驾考宝典 Mobile APP has low CPM cause we choose high TGI & coverage APP such as Jiakao baodian.,凤凰 咨询首页 浮层 click 1444%,驾考宝典 imp1026%,门户曝光完成率较平均，都在100%以上，其中凤凰相对较好Portal imp% are all over 100%. And ifeng has the highest imp%. 垂
10、直媒体中易车曝光完成率最高，且CPM下降最多，由于易车的首页顶部通栏1点位曝光完成率最高，使整体曝光完成都较好；爱卡由于4月改版，导致部分网站流量未能被监测，所以未能完成预估曝光Bitauto has the highest imp% and reduced the most CPM cause the homepage top banner 1 has the highest imp%. Xcar has not finished PV cause website reformat vendor will compensate. 移动端网易新闻曝光完成率较高是由于配送PC端新闻频道文章内页点
11、位，使整体曝光完成率高 Netease APP has higher imp% due to the bonus position of news channel article inner page.,媒体投放效果Display Media Performance IMP% & CPM,门户媒体中，新浪和凤凰点击完成率高，由于新浪选择了国内新闻内页点位以及凤凰选择了咨询首页浮层广告，使整体点击完成率较好Sina & ifeng has high click% cause positions delivered high traffic. 垂直媒体中，汽车之家有专题投放，故点击完成率较高；太平
12、洋汽车未能完成预估是由于首页可触发式通栏广告未能完成预估 Autohome produced a special column, so click is higher. Pcauto has not finished estimate click because homepage banner did not deliver. 移动端网易新闻点击完成率较高是由于配送PC端新闻频道文章内页点位，使整体点击完成率高 Netease APP has higher click% due to the bonus position of news channel article inner page.,
13、媒体投放效果Display Media Performance -Click% & CPC,凤凰由于选择了咨询首页浮层点位使整体CTR最高 垂直媒体中汽车之家有专题投放，故点击转换率较高，太平洋CTR较高由于点位的选择，新车和导购频道的点击率尤其高 移动端中，多盟CTR最高由于我们着重挑选TA高的APP进行投放,媒体投放效果Display Media Performance - CTR,各媒体24小时曝光分布 Hourly Distribution of Impression by Media,Imp,Imp,门户类媒体中，凤凰网和腾讯网的曝光较明显的集中在早中晚三个时段；而网易的曝光分布相对
14、比较均衡 Among Portal media, Impression peaks of iFeng and Tencent appeared around morning, noon and night, while impression of Netease were equally distributed 移动类媒体中，多盟和网易新闻客户端的曝光分布趋势相近，多集中在上午的时段，与移动用户的使用习惯相近 As mobile media, Domob and Netease News shared similar impression distribution with peaks aro
15、und morning 汽车垂直类媒体中，爱卡和太平洋汽车的曝光分布趋势相近，在下午时段开始出现峰值,并且在晚间又会出现一个峰值 Xcar and PCauto performed similar impression distribution with two peaks around afternoon and night respectively,Hourly Distribution of Impression by Media,各网站24小时CTR分布 Hourly Distribution of CTR by Media,凤凰网的CTR一直维持在2%以上，最高时超过5%，并且发生在
16、早晨6点左右，表现不合理 太平洋汽车CTR的峰值，发生在午夜1点左右和早晨7点左右，并且峰值均超过了1% 网易的CTR在上午10点和中午1点左右，分别出现峰值，并且均超过了1.5% 多盟的CTR峰值出现在上午9点左右 其余媒体的分小时CTR分布均平稳,各媒体24小时点击转化率,CTR,CTR,各媒体的点击频次控制表现 Click Frequency Capping by Media,凤凰网和太平洋汽车的点击频次控制表现，明显弱于其他媒体，3频次以上的点击量比例较高 Relatively large proportions of clicks of iFeng and PCatuo were located in the section of over 3 frequency, which was worse than other media 其余媒体的点击频次表现较好 Other media had good performance in click frequency capping,Click Frequency Capping by Media,各媒体
