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黄晓南:五年内程序化购买市场规模将达170亿 - 站长搜索
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黄晓南:五年内程序化购买市场规模将达170亿

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2014-05-21 19:41:17 转载来源: 网络整理/侵权必删

AS网站目录科技5月21日讯今日,在第四届品友互动全球实时竞价(RTB)广告峰会上,品友互动创始人兼CEO黄晓南预测称,到2019年程序化购买的市场规模将达到170亿。黄晓南认为:“到2019年,整个数字广告的40%的预算都将由程序化购买进行,市场规模将达到170亿

AS网站目录科技5月21日讯今日,在第四届品友互动全球实时竞价(RTB)广告峰会上,品友互动创始人兼CEO黄晓南预测称,到2019年程序化购买市场规模将达到170亿

黄晓南认为:“到2019年,整个数字广告的40%的预算都将由程序化购买进行,市场规模将达到170亿。”她表示,中国实时竞价(RTB)广告在2014年延续迅猛发展势头,RTB广告已经不再是补充性广告投放方式,而成为了广告主购买数字广告的主要模式。

美国DSP上市公司Rocketfuel在过去大量广告投放中,全程分析和跟踪了海量数据,发现了一个有意思的事实:如果投放人群准确,90-99%的KPI转换其实来自于看了广告,但没有点击的消费者。

对此,品友互动CTO沈学华的解释是,网络广告的曝光率并不直接转化为购买行为,大部分购买者多次接受广告讯息后会进行搜索,其结果往往是搜索广告“吃了最后一个桃子”,但是现在广告主也开始意识到了展示广告在购买过程的曝光价值。

RTB(RealTime Bidding)实时竞价,是一种利用第三方技术在数以百万计的网站上针对每一个用户展示行为进行评估以及出价的竞价技术。与大量购买投放频次不同,实时竞价规避了无效的受众到达,只针对有意义的用户进行购买。中欧国际工商学院院长朱晓明就认为,当前互联网面临的最大挑战,就是如何在海量人群和海量信息之前实现匹配,基于大数据技术和平台型商业模式的RTB产业可以帮助把信息发布到目标人群。

2012年是实时竞价广告发轫元年,经历两年的发展,RTB行业突飞猛进,DSP公司前景普遍被看好。以品友互动为例,作为国内最大的实时竞价广告平台(DSP)之一,每天的对接流量从10个亿发展到了目前的70亿。而从2014年开始,已经有广告主将50%的预算放到程序化购买中。

品友互动CTO沈学华称,在美国互联网广告市场中RTB广告的投放是33亿美元,去年RTB实时竞价广告市场占有率保持在23%,预计在2017年美国将近三分之一的展示广告购买会使用RTB这样一个模式。

在中国市场上,去年RTB广告投放大约是15.3亿人民币规模,其增长速度很快。沈称,2013年全年互联网展示广告投放预算大约为1000亿,今年将会上升到1200亿,虽然其中通过RTB投放的仅占5%左右,但是未来经过数年积淀最终会有上升到30%的潜力。

与沈学华对RTB市场的理解基本一致,芒果移动COO王华举例说,芒果移动在2013年11月管理APP数量为6万个,仅仅半年不到,从上周的数据看来已经跃升到7万个,同期周末管理移动广告请求流量也从每日9亿次上升到11亿次。

而作为广告主的一方也对RTB前景表示看好。联合利华数字运营及消费者互动营销负责人廖明称,目前快消行业数字广告预算占广告总预算的10―30%,而通过RTB进行互联网投放带来的效益丰厚。对此他举例说,美国卡夫公司依据营销组合模型得出的数据是,每通过程序化购买投入1元,就能带来3-5元的线下销售,总利润得到极大攀升。(周炎炎)

标签: 黄晓南 年内 程序化 购买 市场 规模 170亿


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