Introduction to Mobile Advertising At The Age Of Digital Marketing

1. Mobile Advertising
浅谈移动互联⺴⽹网⼲⼴广告
Yuanquan HU
2016.7.18

2. 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）

3. Digital Marketing （数字营销）

4. 4
Industry Background (⾏行业简史)

5. Data Analytics Tools: Google Analytics, Google Firebase, Admob Dashboard
Digital Marketing Evolution (数字营销发展)
Outbound Marketing Inbound Marketing

6. 6
Digital Marketing Channels (数字营销渠道)

7. 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

8. 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)

9. Mobile Advertising （移动⼲⼴广告）

10. Advertiser
Audience
/Buyers
Publishers
HTML Agreement-based Advertising
(合约⼲⼴广告）
Targeted Advertising
(定向⼲⼴广告）
D<S
D>S
① 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：Keyword
② Generalized Second Price
③ 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)

11. Demand Side Data Management Supply Side
Mobile Advertising Ecosystem (移动⼲⼴广告⽣生态)

13. 13
Mobile Advertising Categories (移动⼲⼴广告形态)

14. 1996 1998 20012000 2002 2003 2004 2009
Search Ads（搜索⼲⼴广告）

15. 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

16. Return On Investment （投⼊入产出⽐比）

17. 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)

18. 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
18

19. 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%
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20. 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

21. Mobile Advertising Summary
Yuanquan
2016.7.18
Traceable Testable Measurable

22. 22
Reference （参考书籍）