AdTech 2016_PMA Network_12052016
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仂弍亳仍仆亶 RTB 亟仍 亳仄亳亟亢亠于 亳 performance 亠从仍舒仄仆 从舒仄仗舒仆亳亶. 仂仍 programmatic 于 仂弍亠仄亠 仆从舒 亳仆亠仆亠 亠从仍舒仄 仂亳亳 于 2015 亞仂亟 = 4,4%, 仄仂弍亳仍仆仂亞仂 programmatic = 0,8%. 亳仆舒仄亳从舒 亠亞仄亠仆舒 仄亠亟亳亶仆仂亶 亠从仍舒仄 - 2% 亳仆舒仄亳从舒 亠亞仄亠仆舒 programmatic + 32% 亠亟亳亶仆亠 弍ﾐ莞勤却 仗亠亠亠从舒ﾑ 于 programmatic! 仂弍亳仍仆舒 RTB 亠从仍舒仄舒 仗亠亟仂舒于仍磳 于仂亰仄仂亢仆仂亳: 1. 舒仄, 亞亟亠 仗仂仍亰仂于舒亠仍: 54% 舒亟亳仂亳亳 亳仗仂仍亰ﾑ 仄仂弍亳仍仆亠 仂亶于舒 亟仍 于仂亟舒 于 亳仆亠仆亠 2. 仂于亠亳 亳 亳仄亳亟亢亠于 从舒仄仗舒仆亳 亳 performance 从舒仄仗舒仆亳 3. M舒从亳仄舒仍仆仂 仂仆仂 舒亞亠亳仂于舒 仂仂弍亠仆亳亠 仆舒 仗仂仍亰仂于舒亠仍 丐亠仆仂仍仂亞亳 RTB 舒弍仂舒亠 仗仂 仄仂亟亠仍亳 亰舒从仗从亳 CPM. PMA Network 仄亠亠 从仂仆于亠亳仂于舒 CPM 于 弌PA 亳 CPI. 仂弍亳仍仆亶 RTB 仗仂亰于仂仍磳 仗仂于仂亟亳 亠从仍舒仄仆亠 从舒仄仗舒仆亳亳 亳仂亟 亳亰 亠仍亠亶 亠从仍舒仄仂亟舒亠仍亠亶: Awareness: 弌, Engagement: 弌/弌弌, Performance: 弌/弌PI.
AdTech 2016_PMA Network_12052016
- 1. 仂弍亳仍仆亶 RTB 亟仍 亳仄亳亟亢亠于 亳 performance 从舒仄仗舒仆亳亶 弌亠从亳 束仂弍亳仍仆舒 仄亠亟亳亶仆舒 亠从仍舒仄舒損
- 2. 1. 仂弍亳仍仆亶 programmatic 于 仂亳亳 于 2015 2. 仂亠弍仆仂亳 亠从仍舒仄仆仂亞仂 仆从舒 (亳仄亳亟亢 亳 performance) 3. 仂仆亳从亳 仄仂弍亳仍仆仂亞仂 舒亳从舒 (mobile web 亳 in-app) 弌亠从亳 束仂弍亳仍仆舒 仄亠亟亳亶仆舒 亠从仍舒仄舒損
- 3. 弍亠仄 仆从舒 亳仆亠仆亠 亠从仍舒仄 于 2015 亞仂亟 97 仄仍亟. 弍. AKAP, 束弍亠仄 仆从舒 亠从仍舒仄 于 亠亟于舒 亠亠 舒仗仂舒仆亠仆亳 于 2015 亞仂亟損 IAB Russia, 弍亰仂 仆从舒 programmatic 2015 0,8% 4,4% 14,1% 80,7% 从仂仆亠从仆舒 亠从仍舒仄舒 仄亠亟亳亶仆舒 亠从仍舒仄舒 programmatic 仄仂弍亳仍仆亶 programmatic
- 4. 弍亠仄 仆从舒 programmatic 仂舒于亳仍 27% 仂 仂弍亠仄舒 仄亠亟亳亶仆仂亶 亳仆亠仆亠 亠从仍舒仄 于 2015 亞仂亟 亳仆舒仄亳从舒 亠亞仄亠仆舒 仄亠亟亳亶仆仂亶 亠从仍舒仄 - 2% 亳仆舒仄亳从舒 亠亞仄亠仆舒 programmatic + 32% 亠亟亳亶仆亠 弍ﾐ莞勤却 仗亠亠亠从舒ﾑ 于 programmatic! AKAP, 束弍亠仄 仆从舒 亠从仍舒仄 于 亠亟于舒 亠亠 舒仗仂舒仆亠仆亳 于 2015 亞仂亟損 IAB Russia, 弍亰仂 仆从舒 programmatic 2015
- 5. 仂从舒 0,8% 仂 于亠亞仂 仂弍亠仄舒 仆从舒 亳仆亠仆亠 亠从仍舒仄 仂 亢亠 15% 仂 仂弍亠仄舒 仆从舒 programmatic AKAP, 束弍亠仄 仆从舒 亠从仍舒仄 于 亠亟于舒 亠亠 舒仗仂舒仆亠仆亳 于 2015 亞仂亟損 IAB Russia, 弍亰仂 仆从舒 programmatic 2015 eMarketer report, "Mobile Programmatic Advertising: Grabbing the Vast Majority of US Display Ad Dollars by 2017" 仂弍亳仍仆亶 programmatic 于 仂亳亳, 2015 60,5 % 仂 仂弍亠仄舒 仆从舒 programmatic 仂弍亳仍仆亶 programmatic 于 弌丿, 2015
- 6. 丶亠仆仂仄 亠从仍舒仄仆仂亶 从舒仄仗舒仆亳亳 舒仍 仗仂仍亰仂于舒亠仍, 舒 仆亠 从舒仆舒仍 舒亰仄亠亠仆亳 亠从仍舒仄 1. 舒仄, 亞亟亠 仗仂仍亰仂于舒亠仍: 54% 舒亟亳仂亳亳 亳仗仂仍亰ﾑ 仄仂弍亳仍仆亠 仂亶于舒 亟仍 于仂亟舒 于 亳仆亠仆亠 2. 仂于亠亳 亳 亳仄亳亟亢亠于 从舒仄仗舒仆亳 亳 performance 从舒仄仗舒仆亳 3. M舒从亳仄舒仍仆仂 仂仆仂 舒亞亠亳仂于舒 仂仂弍亠仆亳亠 仆舒 仗仂仍亰仂于舒亠仍 仂弍亳仍仆舒 RTB 亠从仍舒仄舒 仗亠亟仂舒于仍磳 于仂亰仄仂亢仆仂亳: TNS Web Index 仂亳 700k+, 亠于舒仍 20166 12-64 仍亠, Monthly reach, % 仂 仆舒亠仍亠仆亳
- 7. 仂弍亳仍仆亶 RTB 仗仂亰于仂仍磳 仗仂于仂亟亳 亠从仍舒仄仆亠 从舒仄仗舒仆亳亳 亳仂亟 亳亰 亠仍亠亶 亠从仍舒仄仂亟舒亠仍亠亶 Awareness: 弌 Engagement: 弌/弌弌 Performance: 弌/弌PI 丐亠仆仂仍仂亞亳 RTB 舒弍仂舒亠 仗仂 仄仂亟亠仍亳 亰舒从仗从亳 CPM PMA Network 仄亠亠 从仂仆于亠亳仂于舒 CPM 于 弌PA 亳 CPI
- 8. 18 亳仗仂于 舒亞亠亳仆亞仂于 于 亳亠仄亠 PMA Network 丼亠仄 弍仂仍亠亠 从仂仍亳亠于仂 舒亞亠亳仆亞仂于, 亠仄 亠从亳于仆亠亠 亠从仍舒仄仆舒 从舒仄仗舒仆亳 仗仂仍, 于仂亰舒, 亳仆亠亠 舒仆舒, 亠亞亳仂仆, 亞仂仂亟 亞亠仂仍仂从舒亳仂仆仆亶 舒亞亠亳仆亞 (舒亟亳 仂 仂从亳 亳仍亳 仗仂仍亳亞仂仆) 亳仗 仄仂弍亳仍仆仂亞仂 仂亶于舒, 弍亠仆亟 亳 仄仂亟亠仍 仂亶于舒, 弌 亳 亠 于亠亳 仄仂弍亳仍仆亶 仂仗亠舒仂, 2g, 3g, 4g, wi鍖 舒亶 亳仍亳 仄仂弍亳仍仆仂亠 仗亳仍仂亢亠仆亳亠, IAB 从舒亠亞仂亳 仗仍仂舒亟从亳, 舒仂舒 仗仂从舒亰仂于, 亟亠仆 仆亠亟亠仍亳 亳 于亠仄 仂从 弍亠仍亶 亳 仆亶 仗亳从亳 仗仂 IP 亳 仗仂 App/ Website ID
- 9. 亅亠从亳于仆仂 仂仄舒舒 亰舒于亳亳 仂 仗舒舒仄亠仂于 从舒仄仗舒仆亳亳 CPM 亳仄亳亟亢亠于舒 从舒仄仗舒仆亳 CPA/ CPI performance 从舒仄仗舒仆亳 FULL SCREEN NATIVE VIDEO NATIVE VIDEO RICH MEDIA
- 10. 仗仂仍亰仂于舒仆亳亠 仗亳仍仂亢亠仆亳亶 亳仍亳 弍舒亰亠舒 仆舒 仄仂弍亳仍仆 仂亶于舒 22% 亳仗仂仍亰ﾑ 弍舒亰亠 78% 亳仗仂仍亰ﾑ 仗亳仍仂亢亠仆亳 仂仆亳从亳 仄仂弍亳仍仆仂亞仂 舒亳从舒 亳仍亳 亞亟亠 仗仂仍亰仂于舒亠仍? Mobile web VS in-app TNS Web Index, 仂亳 700k+, 亠于舒仍 2016弍 12-64 仍亠, % 仂 仂弍亠亞仂 于亠仄亠仆亳 于 仆亠仆亠亠 亰舒 仄亠
- 11. 亠亰仍舒: 弌: $4 亠弌: $0.25 CTR: 6.06% 仍亳从亳: 1780 CR: 4.58% eCPI: $0,53/33 丶亠仍: 亳仆亳仄舒仍仆亶 CPI 亠从仍舒仄仆舒 从舒仄仗舒仆亳 AliExpress
- 12. 亠亰仍舒: 弌: $4 亠弌: $0.25 CTR: 6.06% 弌弌: $0.0043 CPI: $0.45 CR: 1.07% OC: Android 2.3+ : RU, KZ, UA 舒亰仄亠: 18 弍 KZ 弌: $2 亠弌: $0.43 CTR: 9.02% 弌弌: $0.005 CPI: $0.83 CR: 0.61% RU 弌: $4 亠弌: $0.17 CTR: 4.83% 弌弌: $0.0035 CPI: $0.42 CR: 0.83% UA 亠从仍舒仄仆舒 从舒仄仗舒仆亳 Link 丶亠仍: 亳仆亳仄舒仍仆亶 CPI
- 13. 丶亠仍: 亳仆亳仄舒仍仆亶 CPI 亠亰仍舒: 仂从舒亰: 2.28M CTR: 0.52% 仍亳从亳: 11.9k CR: 10.5% eCPI: $0,2/13 弍. 亠从仍舒仄仆舒 从舒仄仗舒仆亳 Indeed
- 14. 亠亰仍舒: CTR: 0.21% CR: 9.11% eCPI: $0.8 eCPA: $1.19 亠从仍舒仄仆舒 从舒仄仗舒仆亳 iQoption 丶亠仍: 亠亶于亳亠 于仆亳 仗亳仍仂亢亠仆亳/ 仂仆于亠亳 于仂仂亞仂 仂于仆
- 15. PMA Network 舒弍仂舒亠 舒亳从仂仄 仗仂 于亠仄 仄亳 CPC 从舒舒, $
- 16. 弌仗舒亳弍仂 亰舒 于仆亳仄舒仆亳亠! 仆亟亠亶 丿舒仂于, CEO & Co-Founder, PMA Network ashatrov@pma-network.com 仆舒舒亳 亰仆亠仂于舒, Marketing & PR, PMA Network anastasia.kuznetsova@pma-network.com