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자사 광고 플랫폼을 통해 집행한 BAND, Vingle 광고의 집행 사례를 공유합니다.
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BAND & Vingle Ad Efficiency Report
1.
BEST ADTECH PARTNER HELLO! IAMYOUR COPYRIGHT © WISEBIRDS
CORP. ALL RIGHTS RESERVED. BAND&Vingle AdEfficiencyReport
2.
BAND는강력한지인기반소셜미디어로2016년3월기준MAU1 평균1530만명,WAU2 1210만명을 돌파하였습니다.가입형커뮤니티라는특성상정확한관심사를파악하여광고를집행할수있으며,타SNS와 중복되지않는유저층이다수분포되어있습니다.BAND의유저는20~30대뿐만아니라40~60대의중장년층까지 사용비율이높기때문에 타SocialMedia에서 커버할수없는유저에도달할수있다는장점이있습니다. [
국내 최대이용자 Pool을 보유한 SNS ] DOWNLOAD 5,800만 MAU 1,530만 [ 타 Social Media에서 커버 불가능한 유저에 도달 가능 ] 밴드 중복률 : 59.7% 밴드 중복률 : 34.4% 밴드 중복률 : 12.4% 40.3% 65.6% 87.6% 37.1% 48.6% 55.6% 밴드 A사 B사 C사 1.MAU(MonthlyActiveUser):월간활성이용자| 2.WAU(WeeklyActiveUser):주간활성이용자 지인기반국내1위SNS MediaIntroduction BAND Report BANDFEEDAD MEDIAINTRODUCTION RECENTADEFFICIENCY CASESTUDIES
3.
밴드Feed광고는새글피드영역에서텍스트와콘텐츠가결합된NativeAd로노출됩니다.네이버및공개밴드의콘텐츠활용을 통해피드형서비스를강력하게드라이브하고있으며피드광고역시많은광고주들의관심을받고있습니다. 피드광고를출시하여서비스내브랜드접점확장 MediaIntroduction BAND Report SingleImage MultiImage:최대5개까지이미지노출이가능 VideoView Objectives
Website Click App Install Video View Creative Format Single, Multi Image Single, Multi, Image Video BAND FeedAd Recent Updates 8월신규출시,Wifi환경에서Autoplay 클릭시확장되어소리와함께영상지원 외부랜딩가능 기설치자제외타겟팅업데이트 Creative Format 예시 BANDFEEDAD MEDIAINTRODUCTION RECENTADEFFICIENCY CASESTUDIES
4.
최근1개월BAND 목적별광고평균효율(수수료포함) RECENTADEFFICIENCY Website Click CPC
285원 CPC 177원 CPV 81원 CPC/CPV App Install Video View 4,380원 4,574원 6,878원 CPM 1.60% 2.47% 6.7% CTR 출처:와이즈버즈통합집행데이터 BANDFEEDAD MEDIAINTRODUCTION RECENTADEFFICIENCY CASESTUDIES BAND Report
5.
Success Case (BAND
Feed AD) Result 2016년 3분기 동일기간 타 매체평균대비 166% 높은CTR 동일기간 타 매체평균대비 40%저렴한CPC 166% -40% Creative Background Solution Objective | 웹사이트유입량극대화 4050세연령층에맞는상품을선별하고1일3개소재를 업데이트하여진행.반응율이높은소재는기간을연장하여전체 볼륨을유지 | BANDFEEDAD MEDIAINTRODUCTION RECENTADEFFICIENCY CASESTUDIES BAND Report 구매력을갖춘유저들의11번가모바일웹사이트트래픽을높이기 위해40대~50대유저의활동량이높은밴드네이티브광고를신규 매체로집행 | 11번가
6.
MERITZ Success Case (BAND
Feed AD) Result 2016년2분기 동일기간 타 매체평균대비 CPA-65%감소 동일기간 타 매체평균대비 25배높은 CVR -65% 25X Creative Background 자동차보험가입을유도하기위해NEEDS가높은잠재유저에게 도달할수있는매체를찾고있었음 | Solution 자동차보험가입Needs가많을것으로예상되는30대남성 유저를대상으로타겟팅하고,Native형식의소재를통해 자연스럽게보험료계산에참여하도록유도 | Objective | 랜딩페이지내보험료계산참여및가입전환유도 BANDFEEDAD MEDIAINTRODUCTION RECENTADEFFICIENCY CASESTUDIES BAND Report
7.
COOCHA Success Case (BAND
Feed AD) Result 2016년2분기 동일기간 타 매체평균대비 94% 높은CTR 동일기간 타 매체평균대비 CPI8%감소 94% -8% Creative Background 충성도높은3049세대를확보하여앱리텐션을높이고앱설치당 비용KPI를동시에달성하기위한대안매체의확보필요성대두 | Solution 밴드앱설치광고를통해 타겟성별연령대와관련도높은상품 메시지를노출하여신규앱설치유입유도 | Objective | 3049세대신규앱설치유도 BANDFEEDAD MEDIAINTRODUCTION RECENTADEFFICIENCY CASESTUDIES BAND Report
8.
Success Case (BAND
Feed AD) Result 2016년 2~3분기 메인광고 매체집행대비 약 3배높은CTR형성 메인광고 매체의여성타겟집행 대비 링크전환당비용 약50%감소 Creative Background 잠재구매력이높은30대이상유저의비중이높고 FB/IG를이용하지않는유저를커버할수있는신규매체를 발굴하고자함 | Solution Objective | 시럽스타일앱설치및링크유입극대화 시럽스타일의Coretarget인2030여성을타겟으로선정. SingleImage,MultipleImage와같은다양한소재를활용하여 관심지속시키고참여를극대화함 | BANDFEEDAD MEDIAINTRODUCTION RECENTADEFFICIENCY 시럽스타일 X3 1/2 CASESTUDIES BAND Report
9.
MediaIntroduction [관심사커뮤니티를기반으로한풍부한User수] MAU 1,000만 INTERESTCOMMUNITY 3,000개+ [구매력있는25세이상사용자61%차지∙타매체대비많은남성유저비중] MALE54% FEMALE46% 34% 28% 16%11% 11% 18~24세 25~34세 35~44세
45세 이상18세 이하 관심사기반커뮤니티중심의모바일서비스 진짜이야기,나같은사람을만날수있는커뮤니티서비스Vingle은2015년9월기준MAU1천만을확보하고있는 주목해야할 미디어입니다.전체사용자의90%이상이모바일 유저이며,3,000개이상의관심사커뮤니티를 기반으로콘텐츠에대한활발한유저인터랙션을끌어내고있습니다.더불어여성비율이높은타관심사서비스와달리 남녀비율이1:1에근접하며,구매력있는25세이상의사용자가61%를차지해광고매체로서매력도가높습니다. VINGLE AD MEDIAINTRODUCTION RECENTADEFFICIENCY Vingle Report CASESTUDIES
10.
Objectives Website Click/
App Install Advertorial Video view Creative Format Native DA, Mobile Web DA 홈피드노출로 Advertorial콘텐츠유입유도 Video VingleAd Recent Updates MobileWeb 지면선택시 login User타겟팅기능추가 MediaIntroduction 관심사기반커뮤니티중심의모바일서비스 빙글앱콘텐츠흐름에서자연스럽게노출되는네이티브DA및동영상상품과모바일웹DA,애드버토리얼을광고로제공하고있습니다. 타겟팅효과및오디언스볼륨을고려해설계된30개의관심사카테고리를활용관심집단인코어오디언스를직접타겟팅할수있습니다. 6월신규출시상품 두개의카드가합쳐진영역에 비디오노출로주목도향상 NativeDA(카드형) 애드버토리얼(홈피드) 애드버토리얼(콘텐츠지면) 모바일웹DA 동영상광고모바일웹DA(배너형) Creative Format 예시 VINGLEAD MEDIAINTRODUCTION RECENTADEFFICIENCY Vingle Report CASESTUDIES
11.
최근1개월Vingle 목적별광고평균효율(수수료포함) RECENTADEFFICIENCY Website Click 160원
221원 CPC Advertorial 2,009원 12,809원 CPM 1.26% 5.79% CTR 출처:8월와이즈버즈통합집행데이터 VINGLE AD MEDIAINTRODUCTION RECENTADEFFICIENCY Vingle Report CASESTUDIES
12.
Success Case (Vingle
Native DisplayAD) Result 2016년 7월 동일예산 타 매체평균대비 3.7배높은CTR 동일예산 타 매체평균대비 1/6가격의CPWC X3.7 1/6 Creative Background 서비스와관련성높은유저를찾기위해신규매체를모색할 필요성이높아지면서뷰티및여행카테고리의강점을가지고 있는빙글광고를신규매체로선정 | Solution Objective | 웹사이트유입량극대화 총8편의에피소드로소재를제작하여하루에한편씩공개 텍스트유/무형태로총16개의소재를제작한후반응률비교하며 효율극대화.코어관심사(뷰티,여행등)타겟활용 | BANDFEEDAD MEDIAINTRODUCTION RECENTADEFFICIENCY CASESTUDIES Vingle Report
13.
Success Case (Vingle
Native DisplayAD) Result 2016년 2분기 Creative Background 홍보채널을넓혀시럽스타일앱인지도를향상시키고 패션/뷰티관여도가높은타겟에게광고를노출하여앱을꾸준히 진성유저를증대하고자함 | Solution Objective | 시럽스타일앱설치및 프로모션페이지의유입량극대화 패션/뷰티에관심타겟에앱설치광고를집중하여설치수를 증대하였고 링크광고를활용하여프로모션이벤트참여를 극대화 | BANDFEEDAD MEDIAINTRODUCTION RECENTADEFFICIENCY CASESTUDIES 시럽스타일 메인광고 매체대비 약 2배높은CTR 메인광고 매체대비 링크전환당비용 약60%감소 X2 2/3 Vingle Report
14.
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