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于亠亟亠仆亳亠.
亠亟亳亰于亳从舒亠仍于舒 仆舒 亳仆亠舒从亳于仆舒舒 亠从仍舒仄舒



                   舒仆亠 舒亶亟亠仆仂于舒
                     亠亟亠亟舒亠仍
         仆亠舒从亳于 仂亳亠亶仆 仍亞舒亳 (IAB)




            IAB University 2011 | 04.05.2011 | 弌亠仄亳仆舒
舒从于仂 于从仍ム于舒 亟仆亠仆舒舒 仗亠亰亠仆舒亳?

1.   亟亠 e 仍亞舒亳 仆舒 于仂仗亠亶从舒舒 从舒舒 仆舒 亳仆亠舒从亳于仆亳
     仄舒从亠亳仆亞?
2.   亰仄仂亢仆仂亳亠 亳 仗亠亟亳亰于亳从舒亠仍于舒舒 仆舒 亳仆亠舒从亳于仆舒舒
     亠从仍舒仄舒
    亠亟亳亰于亳从舒亠仍于仂 仍亳 亠 从仍亳从?
    舒从 亠 亳亰仄亠于舒 亠亠从亳于仆仂舒 仆舒 仂仆仍舒亶仆 弍亠仆亟亳仆亞 从舒仄仗舒仆亳亳亠?
    仍ム仂于仂仂 于仍亳礌亳亠 仆舒 仂仆仍舒亶仆 弍亠仆亟亳仆亞 从舒仄仗舒仆亳亳亠 仗亳
     从仂仆于亠亳舒仆亠仂 从仄 仗仂从仗从舒
    亠于仍礌亠 仆舒 弍ミ莞勤却亳 仂 舒亟亳亳仂仆仆亳 从仄 亟亳亞亳舒仍仆亳
     仄舒从亠亳仆亞
    亠从亳于仆仂仂 仂仆仂亠仆亳亠 仆舒 仂仆仍舒亶仆 弍ミ莞勤却亳亠 从仄 亠仍亳
     亠从仍舒仄亠仆 弍ミ莞勤却
3.   仗仂亳 亳 仂亞仂于仂亳


               IAB University 2011 | 04.05.2011 | 弌亠仄亳仆舒
亟亠 亠 仍亞舒亳 仆舒 于仂仗亠亶从舒舒 从舒舒
           仆舒 亳仆亠舒从亳于仆亳 仄舒从亠亳仆亞?




亰仂仆亳从: IAB Europe, Gemius: Interactive Overview of CEE Markets 2009
亟亠 亠 仍亞舒亳?
             仂仆亳从于舒仆亠 仆舒 仆亠仆亠
    46% 仂 仆舒亠仍亠仆亳亠仂 于 仍亞舒亳 亠 于 仆亠仆亠




亰仂仆亳从: IAB Europe, Gemius: Interactive Overview of CEE Markets 2009
亟亠 亠 仍亞舒亳?
            仆亠仆亠 仗仂亠弍亳亠仍亳
仆亠仆亠 仗仂亠弍亳亠仍亳亠 于 仍亞舒亳 舒 于亠亠 3,5
                   仄亳仍亳仂仆舒




亰仂仆亳从: IAB Europe, Gemius: Interactive Overview of CEE Markets 2009
亟亠 亠 仍亞舒亳?
            仂亳仍 仆舒 仂仆仍舒亶仆 舒亟亳仂亳舒




亰仂仆亳从: IAB Europe, Gemius: Interactive Overview of CEE Markets 2009
亟亠 亠 仍亞舒亳?
     仆于亠亳亳 于 仆亠舒从亳于仆舒 亠从仍舒仄舒
  弌舒仄仂 4 于仂 仆舒 仗仂亠弍亳亠仍 亠 亳仆于亠亳亳舒 于
  仆亠舒从亳于仆舒 亠从仍舒仄舒 亰舒 2008 亞. 于 仍亞舒亳




亰仂仆亳从: IAB Europe, Gemius: Interactive Overview of CEE Markets 2009
亟亠 亠 仍亞舒亳?
  弌仂仆仂亠仆亳亠 仆舒 仂仆仍舒亶仆 从仄 舒亟亳亳仂仆仆舒舒 亠从仍舒仄舒
弌舒仄仂 5% 仂 亠从仍舒仄仆亳亠 弍ミ莞勤却亳 于 仍亞舒亳 舒 仆舒仂亠仆亳 于
              仆亠舒从亳于仆舒 亠从仍舒仄舒 亰舒 2008 亞.




      亰仂仆亳从: IAB Europe, Gemius: Interactive Overview of CEE Markets 2009
亟亠 亠 仍亞舒亳 仗亠亰 2009 亞.?




亰仂仆亳从: IAB Europe 2010 AdEx Europe Benchmark.
亟亠 亠 仍亞舒亳 仗亠亰 2009 亞.?




亰仂仆亳从: IAB Europe 2010 AdEx Europe Benchmark.
亟亠 亠 仍亞舒亳 仗亠亰 2010 亞. ?




亰亠亞仍亠亠 亞仂 弍亠亰仗仍舒仆仂 仂 舒亰亟亠仍 亳弍仍亳仂亠从舒 仆舒 www.iabulgaria.bg
亟亠 亠 仍亞舒亳 仗亠亰 2010 亞. ?




亰仂仆亳从: AdEx 2010 仗仂于舒仆亠 仆舒 IABulgaria, 仗仂于亠亟亠仆仂 仂 PwC.
亟亠 亠 仍亞舒亳 仗亠亰 2010 亞. ?




亰仂仆亳从: AdEx 2010 仗仂于舒仆亠 仆舒 IABulgaria, 仗仂于亠亟亠仆仂 仂 PwC.
亟亠 亠 仍亞舒亳 仗亠亰 2010 亞. ?




亰仂仆亳从: AdEx 2010 仗仂于舒仆亠 仆舒 IABulgaria, 仗仂于亠亟亠仆仂 仂 PwC.
亰仄仂亢仆仂亳亠 亳 仗亠亟亳亰于亳从舒亠仍于舒舒
         仆舒 亳仆亠舒从亳于仆舒舒 亠从仍舒仄舒
               亠亟亳亰于亳从舒亠仍于仂 仍亳 亠 从仍亳从?

     30% 仂 于亳亠仗亠亰亳亟亠仆亳亠 仗仂 仄舒从亠亳仆亞 于亠 仂亠 于于舒,
      亠 从仍亳从 e 仆舒亶-亟仂弍舒舒 亳亰仄亠亳仄仂 亰舒 仂仆仍舒亶仆 弍亠仆亟亳仆亞
      从舒仄仗舒仆亳亳亠 (丿丐)
                                      亰仂仆亳从: Forrester Study
     64% 仂 亠从仍舒仄仂亟舒亠仍亳亠 亳 舒亞亠仆亳亳亠 亳舒, 亠 从仍亳从 亠
      仆舒亶-于舒亢仆舒舒 仄亠亳从舒, 从仂仂 磡于舒 亟舒 亳亰仗仂仍亰于舒 亰舒 仂亠仆从舒
      仆舒 亠亠从亳于仆仂舒 仆舒 从舒仄仗舒仆亳亳亠 (丿丐)
                                          2010 Collective Study
     仂仍亠亟仆仂仂 仗仂于舒仆亠 仆舒 comScore 仗仂从舒亰于舒, 亠 84% 仂
      仗仂亠弍亳亠仍亳亠 仆舒 仆亠仆亠 亳亰仂弍仂 仆亠 舒 从仍亳从仆舒仍亳 仆舒
      仆亳仂 亠亟仆舒 亠从仍舒仄舒 亰舒 仗仂仍亠亟仆亳 仄亠亠. CTR 亰舒
      亳仆亟亳于亳亟舒仍仆亳亠 从舒仄仗舒仆亳亳 亠 仗a亟仆舒仍 仗仂亟 仆亳于舒舒 仆舒 0,1%
                                         comScore
亰仄仂亢仆仂亳亠 亳 仗亠亟亳亰于亳从舒亠仍于舒舒
     仆舒 亳仆亠舒从亳于仆舒舒 亠从仍舒仄舒


                               Hits, CTR 于亠亠 仆亠 舒
                      亳仆亟亳从舒仂亳 亰舒 亠亠从亳于仆仂舒
                                     仆舒 从舒仄仗舒仆亳亳亠-
                         亠 弍舒 仄亠亳从亳 亰舒 1999 亞.

                                       亰仂仆亳从: comScore:
                              How Online Advertising Works:
                                 Whither the Click in Europe?
亰仄仂亢仆仂亳亠 亳 仗亠亟亳亰于亳从舒亠仍于舒舒
          仆舒 亳仆亠舒从亳于仆舒舒 亠从仍舒仄舒

          亳仗仍亠亶 仂仄舒亳亠 仆亠 亠 亳亰仄亠于舒  CTR!
    亠从亳于仆仂舒 仆舒 仂仆仍舒亶仆 弍亠仆亟 从舒仄仗舒仆亳亳亠 亠 亳亰仄亠于舒 :

         舒亰仗仂亰仆舒于舒亠仄仂舒 仆舒 仄舒从舒舒
         (Brand awareness)
        亠亟仗仂亳舒亠仄仂舒 从仄 仄舒从舒舒
         (Favourability)
        亠仍舒仆亳亠仂 亰舒 仗亠仗仂从舒 仆舒 仄舒从舒舒
         (Likelihood to recommend)
        舒仄亠亠仆亳亠仂 亰舒 仗仂从仗从舒
         (Purchase intent)


    亰仂仆亳从: IAB Europe. IAB White Paper 2010 Brand advertising and digital
亰仄仂亢仆仂亳亠 亳 仗亠亟亳亰于亳从舒亠仍于舒舒
     仆舒 亳仆亠舒从亳于仆舒舒 亠从仍舒仄舒


                                           仆仍舒亶仆 亟亳仗仍亠亶 亠从仍舒仄舒舒
                                             仂从舒亰于舒 从仍ム仂于仂 于仍亳礌亳亠
                                      仗亳 从仂仆于亠亳舒仆亠仂 从仄 仗仂从仗从舒:

                                                    仆舒仍亳亰亳亠 仆舒 亳仍磲亳
                                            仂仆仍舒亶仆 从舒仄仗舒仆亳亳 仗仂从舒亰于舒, 亠
                                                       于 72% 仂 仍舒亳亠
                                       仆舒 从仂仆于亠亳舒仆亠 从仄 仗仂从仗从舒 舒 仂
                                                     亟亳仗仍亠亶 亠从仍舒仄舒舒.
                                             弌舒仄仂 23% 仂 从仂仆于亠亳亳亠 舒
                                                    亟亳亠从亠仆 亠亰仍舒 仂
                                               亠仆亠 仆舒 仗仂亠弍亳亠仍亳亠
                                                           于 仆亠仆亠.

       亰仂仆亳从: IAB Europe. IAB White Paper 2010
                       Brand advertising and digital
亰仄仂亢仆仂亳亠 亳 仗亠亟亳亰于亳从舒亠仍于舒舒
           仆舒 亳仆亠舒从亳于仆舒舒 亠从仍舒仄舒



                                                            亰舒于亳亳仄仂 仂 从舒亠亞仂亳舒
                                                                          仆舒 亠弍 舒亶舒,
                                                             仂仆仍舒亶仆 亟亳仗仍亠亶 亠从仍舒仄舒舒
                                                           亟仂于亠亢亟舒 亟仂 从仂仆于亠亳舒仆亠 仆舒
                                                               仗仂亠弍亳亠仍亳亠 于 从仍亳亠仆亳
                                                                    亰舒 舒亰仍亳仆仂 于亠仄亠:




亰仂仆亳从: IAB Europe. IAB White Paper 2010 Brand advertising and digital
亰仄仂亢仆仂亳亠 亳 仗亠亟亳亰于亳从舒亠仍于舒舒
        仆舒 亳仆亠舒从亳于仆舒舒 亠从仍舒仄舒


             亠于仍礌亠 仆舒 弍ミ莞勤却亳
     仂 舒亟亳亳仂仆仆亳 从仄 亟亳亞亳舒仍仆亳 仄舒从亠亳仆亞

70% 仂 仄亠亟亳舒 仗仂亠亳仂仆舒仍亳亳亠 于 于亠舒 仂舒从于舒 亟舒
仗亠于仍 仆舒亟 村 仂 亠从仍舒仄仆亳亠 亳 弍ミ莞勤却亳 仂 舒亟亳亳仂仆仆亳亠
从仄 亟亳亞亳舒仍仆亳亠 仄亠亟亳亳 于 仍亠亟于舒亳亠 5 亞仂亟亳仆亳!
亰仄仂亢仆仂亳亠 亳 仗亠亟亳亰于亳从舒亠仍于舒舒
         仆舒 亳仆亠舒从亳于仆舒舒 亠从仍舒仄舒


          弌仂仆仂亠仆亳亠 仆舒 仂仆仍舒亶仆 弍ミ莞勤却舒
            从仄 亠仍亳 亠从仍舒仄亠仆 弍ミ莞勤却



 舒亶-亠亠从亳于仂仂 仂仆仂亠仆亳亠 亰舒 2010 亞仂亟亳仆舒 于
 于仂仗舒 仆舒 仂仆仍舒亶仆 弍ミ莞勤却亳亠 从仄 仂弍亳亠
 亠从仍舒仄仆亳 弍ミ莞勤却亳 于 亳仆亠亞亳舒仆亳 从舒仄仗舒仆亳亳 亠
 15%!



亰仂仆亳从: IAB Europe. IAB White Paper 2010 Brand advertising and digital
亰仄仂亢仆仂亳亠 亳 仗亠亟亳亰于亳从舒亠仍于舒舒
     仆舒 亳仆亠舒从亳于仆舒舒 亠从仍舒仄舒




   亳亠 从仂仍从仂 % 仗仍舒仆亳舒亠
       亟舒 亳仆于亠亳舒亠
于 仂仆仍舒亶仆 亠从仍舒仄舒 仗亠亰 2011 亞.
      亰舒 亟舒 亠 仍亳亟亠亳
       于 于仂 弍舒仆?
仗仂亳?
仍舒亞仂亟舒 亳!

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20110504 ia bulgaria_pharmacy_workshop2_janetnaydenova

  • 1. 于亠亟亠仆亳亠. 亠亟亳亰于亳从舒亠仍于舒 仆舒 亳仆亠舒从亳于仆舒舒 亠从仍舒仄舒 舒仆亠 舒亶亟亠仆仂于舒 亠亟亠亟舒亠仍 仆亠舒从亳于 仂亳亠亶仆 仍亞舒亳 (IAB) IAB University 2011 | 04.05.2011 | 弌亠仄亳仆舒
  • 2. 舒从于仂 于从仍ム于舒 亟仆亠仆舒舒 仗亠亰亠仆舒亳? 1. 亟亠 e 仍亞舒亳 仆舒 于仂仗亠亶从舒舒 从舒舒 仆舒 亳仆亠舒从亳于仆亳 仄舒从亠亳仆亞? 2. 亰仄仂亢仆仂亳亠 亳 仗亠亟亳亰于亳从舒亠仍于舒舒 仆舒 亳仆亠舒从亳于仆舒舒 亠从仍舒仄舒 亠亟亳亰于亳从舒亠仍于仂 仍亳 亠 从仍亳从? 舒从 亠 亳亰仄亠于舒 亠亠从亳于仆仂舒 仆舒 仂仆仍舒亶仆 弍亠仆亟亳仆亞 从舒仄仗舒仆亳亳亠? 仍ム仂于仂仂 于仍亳礌亳亠 仆舒 仂仆仍舒亶仆 弍亠仆亟亳仆亞 从舒仄仗舒仆亳亳亠 仗亳 从仂仆于亠亳舒仆亠仂 从仄 仗仂从仗从舒 亠于仍礌亠 仆舒 弍ミ莞勤却亳 仂 舒亟亳亳仂仆仆亳 从仄 亟亳亞亳舒仍仆亳 仄舒从亠亳仆亞 亠从亳于仆仂仂 仂仆仂亠仆亳亠 仆舒 仂仆仍舒亶仆 弍ミ莞勤却亳亠 从仄 亠仍亳 亠从仍舒仄亠仆 弍ミ莞勤却 3. 仗仂亳 亳 仂亞仂于仂亳 IAB University 2011 | 04.05.2011 | 弌亠仄亳仆舒
  • 3. 亟亠 亠 仍亞舒亳 仆舒 于仂仗亠亶从舒舒 从舒舒 仆舒 亳仆亠舒从亳于仆亳 仄舒从亠亳仆亞? 亰仂仆亳从: IAB Europe, Gemius: Interactive Overview of CEE Markets 2009
  • 4. 亟亠 亠 仍亞舒亳? 仂仆亳从于舒仆亠 仆舒 仆亠仆亠 46% 仂 仆舒亠仍亠仆亳亠仂 于 仍亞舒亳 亠 于 仆亠仆亠 亰仂仆亳从: IAB Europe, Gemius: Interactive Overview of CEE Markets 2009
  • 5. 亟亠 亠 仍亞舒亳? 仆亠仆亠 仗仂亠弍亳亠仍亳 仆亠仆亠 仗仂亠弍亳亠仍亳亠 于 仍亞舒亳 舒 于亠亠 3,5 仄亳仍亳仂仆舒 亰仂仆亳从: IAB Europe, Gemius: Interactive Overview of CEE Markets 2009
  • 6. 亟亠 亠 仍亞舒亳? 仂亳仍 仆舒 仂仆仍舒亶仆 舒亟亳仂亳舒 亰仂仆亳从: IAB Europe, Gemius: Interactive Overview of CEE Markets 2009
  • 7. 亟亠 亠 仍亞舒亳? 仆于亠亳亳 于 仆亠舒从亳于仆舒 亠从仍舒仄舒 弌舒仄仂 4 于仂 仆舒 仗仂亠弍亳亠仍 亠 亳仆于亠亳亳舒 于 仆亠舒从亳于仆舒 亠从仍舒仄舒 亰舒 2008 亞. 于 仍亞舒亳 亰仂仆亳从: IAB Europe, Gemius: Interactive Overview of CEE Markets 2009
  • 8. 亟亠 亠 仍亞舒亳? 弌仂仆仂亠仆亳亠 仆舒 仂仆仍舒亶仆 从仄 舒亟亳亳仂仆仆舒舒 亠从仍舒仄舒 弌舒仄仂 5% 仂 亠从仍舒仄仆亳亠 弍ミ莞勤却亳 于 仍亞舒亳 舒 仆舒仂亠仆亳 于 仆亠舒从亳于仆舒 亠从仍舒仄舒 亰舒 2008 亞. 亰仂仆亳从: IAB Europe, Gemius: Interactive Overview of CEE Markets 2009
  • 9. 亟亠 亠 仍亞舒亳 仗亠亰 2009 亞.? 亰仂仆亳从: IAB Europe 2010 AdEx Europe Benchmark.
  • 10. 亟亠 亠 仍亞舒亳 仗亠亰 2009 亞.? 亰仂仆亳从: IAB Europe 2010 AdEx Europe Benchmark.
  • 11. 亟亠 亠 仍亞舒亳 仗亠亰 2010 亞. ? 亰亠亞仍亠亠 亞仂 弍亠亰仗仍舒仆仂 仂 舒亰亟亠仍 亳弍仍亳仂亠从舒 仆舒 www.iabulgaria.bg
  • 12. 亟亠 亠 仍亞舒亳 仗亠亰 2010 亞. ? 亰仂仆亳从: AdEx 2010 仗仂于舒仆亠 仆舒 IABulgaria, 仗仂于亠亟亠仆仂 仂 PwC.
  • 13. 亟亠 亠 仍亞舒亳 仗亠亰 2010 亞. ? 亰仂仆亳从: AdEx 2010 仗仂于舒仆亠 仆舒 IABulgaria, 仗仂于亠亟亠仆仂 仂 PwC.
  • 14. 亟亠 亠 仍亞舒亳 仗亠亰 2010 亞. ? 亰仂仆亳从: AdEx 2010 仗仂于舒仆亠 仆舒 IABulgaria, 仗仂于亠亟亠仆仂 仂 PwC.
  • 15. 亰仄仂亢仆仂亳亠 亳 仗亠亟亳亰于亳从舒亠仍于舒舒 仆舒 亳仆亠舒从亳于仆舒舒 亠从仍舒仄舒 亠亟亳亰于亳从舒亠仍于仂 仍亳 亠 从仍亳从? 30% 仂 于亳亠仗亠亰亳亟亠仆亳亠 仗仂 仄舒从亠亳仆亞 于亠 仂亠 于于舒, 亠 从仍亳从 e 仆舒亶-亟仂弍舒舒 亳亰仄亠亳仄仂 亰舒 仂仆仍舒亶仆 弍亠仆亟亳仆亞 从舒仄仗舒仆亳亳亠 (丿丐) 亰仂仆亳从: Forrester Study 64% 仂 亠从仍舒仄仂亟舒亠仍亳亠 亳 舒亞亠仆亳亳亠 亳舒, 亠 从仍亳从 亠 仆舒亶-于舒亢仆舒舒 仄亠亳从舒, 从仂仂 磡于舒 亟舒 亳亰仗仂仍亰于舒 亰舒 仂亠仆从舒 仆舒 亠亠从亳于仆仂舒 仆舒 从舒仄仗舒仆亳亳亠 (丿丐) 2010 Collective Study 仂仍亠亟仆仂仂 仗仂于舒仆亠 仆舒 comScore 仗仂从舒亰于舒, 亠 84% 仂 仗仂亠弍亳亠仍亳亠 仆舒 仆亠仆亠 亳亰仂弍仂 仆亠 舒 从仍亳从仆舒仍亳 仆舒 仆亳仂 亠亟仆舒 亠从仍舒仄舒 亰舒 仗仂仍亠亟仆亳 仄亠亠. CTR 亰舒 亳仆亟亳于亳亟舒仍仆亳亠 从舒仄仗舒仆亳亳 亠 仗a亟仆舒仍 仗仂亟 仆亳于舒舒 仆舒 0,1% comScore
  • 16. 亰仄仂亢仆仂亳亠 亳 仗亠亟亳亰于亳从舒亠仍于舒舒 仆舒 亳仆亠舒从亳于仆舒舒 亠从仍舒仄舒 Hits, CTR 于亠亠 仆亠 舒 亳仆亟亳从舒仂亳 亰舒 亠亠从亳于仆仂舒 仆舒 从舒仄仗舒仆亳亳亠- 亠 弍舒 仄亠亳从亳 亰舒 1999 亞. 亰仂仆亳从: comScore: How Online Advertising Works: Whither the Click in Europe?
  • 17. 亰仄仂亢仆仂亳亠 亳 仗亠亟亳亰于亳从舒亠仍于舒舒 仆舒 亳仆亠舒从亳于仆舒舒 亠从仍舒仄舒 亳仗仍亠亶 仂仄舒亳亠 仆亠 亠 亳亰仄亠于舒 CTR! 亠从亳于仆仂舒 仆舒 仂仆仍舒亶仆 弍亠仆亟 从舒仄仗舒仆亳亳亠 亠 亳亰仄亠于舒 : 舒亰仗仂亰仆舒于舒亠仄仂舒 仆舒 仄舒从舒舒 (Brand awareness) 亠亟仗仂亳舒亠仄仂舒 从仄 仄舒从舒舒 (Favourability) 亠仍舒仆亳亠仂 亰舒 仗亠仗仂从舒 仆舒 仄舒从舒舒 (Likelihood to recommend) 舒仄亠亠仆亳亠仂 亰舒 仗仂从仗从舒 (Purchase intent) 亰仂仆亳从: IAB Europe. IAB White Paper 2010 Brand advertising and digital
  • 18. 亰仄仂亢仆仂亳亠 亳 仗亠亟亳亰于亳从舒亠仍于舒舒 仆舒 亳仆亠舒从亳于仆舒舒 亠从仍舒仄舒 仆仍舒亶仆 亟亳仗仍亠亶 亠从仍舒仄舒舒 仂从舒亰于舒 从仍ム仂于仂 于仍亳礌亳亠 仗亳 从仂仆于亠亳舒仆亠仂 从仄 仗仂从仗从舒: 仆舒仍亳亰亳亠 仆舒 亳仍磲亳 仂仆仍舒亶仆 从舒仄仗舒仆亳亳 仗仂从舒亰于舒, 亠 于 72% 仂 仍舒亳亠 仆舒 从仂仆于亠亳舒仆亠 从仄 仗仂从仗从舒 舒 仂 亟亳仗仍亠亶 亠从仍舒仄舒舒. 弌舒仄仂 23% 仂 从仂仆于亠亳亳亠 舒 亟亳亠从亠仆 亠亰仍舒 仂 亠仆亠 仆舒 仗仂亠弍亳亠仍亳亠 于 仆亠仆亠. 亰仂仆亳从: IAB Europe. IAB White Paper 2010 Brand advertising and digital
  • 19. 亰仄仂亢仆仂亳亠 亳 仗亠亟亳亰于亳从舒亠仍于舒舒 仆舒 亳仆亠舒从亳于仆舒舒 亠从仍舒仄舒 亰舒于亳亳仄仂 仂 从舒亠亞仂亳舒 仆舒 亠弍 舒亶舒, 仂仆仍舒亶仆 亟亳仗仍亠亶 亠从仍舒仄舒舒 亟仂于亠亢亟舒 亟仂 从仂仆于亠亳舒仆亠 仆舒 仗仂亠弍亳亠仍亳亠 于 从仍亳亠仆亳 亰舒 舒亰仍亳仆仂 于亠仄亠: 亰仂仆亳从: IAB Europe. IAB White Paper 2010 Brand advertising and digital
  • 20. 亰仄仂亢仆仂亳亠 亳 仗亠亟亳亰于亳从舒亠仍于舒舒 仆舒 亳仆亠舒从亳于仆舒舒 亠从仍舒仄舒 亠于仍礌亠 仆舒 弍ミ莞勤却亳 仂 舒亟亳亳仂仆仆亳 从仄 亟亳亞亳舒仍仆亳 仄舒从亠亳仆亞 70% 仂 仄亠亟亳舒 仗仂亠亳仂仆舒仍亳亳亠 于 于亠舒 仂舒从于舒 亟舒 仗亠于仍 仆舒亟 村 仂 亠从仍舒仄仆亳亠 亳 弍ミ莞勤却亳 仂 舒亟亳亳仂仆仆亳亠 从仄 亟亳亞亳舒仍仆亳亠 仄亠亟亳亳 于 仍亠亟于舒亳亠 5 亞仂亟亳仆亳!
  • 21. 亰仄仂亢仆仂亳亠 亳 仗亠亟亳亰于亳从舒亠仍于舒舒 仆舒 亳仆亠舒从亳于仆舒舒 亠从仍舒仄舒 弌仂仆仂亠仆亳亠 仆舒 仂仆仍舒亶仆 弍ミ莞勤却舒 从仄 亠仍亳 亠从仍舒仄亠仆 弍ミ莞勤却 舒亶-亠亠从亳于仂仂 仂仆仂亠仆亳亠 亰舒 2010 亞仂亟亳仆舒 于 于仂仗舒 仆舒 仂仆仍舒亶仆 弍ミ莞勤却亳亠 从仄 仂弍亳亠 亠从仍舒仄仆亳 弍ミ莞勤却亳 于 亳仆亠亞亳舒仆亳 从舒仄仗舒仆亳亳 亠 15%! 亰仂仆亳从: IAB Europe. IAB White Paper 2010 Brand advertising and digital
  • 22. 亰仄仂亢仆仂亳亠 亳 仗亠亟亳亰于亳从舒亠仍于舒舒 仆舒 亳仆亠舒从亳于仆舒舒 亠从仍舒仄舒 亳亠 从仂仍从仂 % 仗仍舒仆亳舒亠 亟舒 亳仆于亠亳舒亠 于 仂仆仍舒亶仆 亠从仍舒仄舒 仗亠亰 2011 亞. 亰舒 亟舒 亠 仍亳亟亠亳 于 于仂 弍舒仆?