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如何通过广告精确地瞄准目标市场

发布时间:2015-08-05 14:55:46 Tags:,,,,

作者:MICHAEL WRIGHT

当你询问广告是什么时,你可能会得到各种不同的答案。但大多数答案都认同广告的主要目标是基于某种方式说服或影响人们。这里的关键词在于人们。广告商想要触及那些他们花了大量时间的人—-所以他们便注意到了手机这一平台。

Texting-with-skateboard(from venturebeat)

Texting-with-skateboard(from venturebeat)

在美国,人们投入于手机设备上超过80%的时间是在使用应用程序。尽管消费者的手机使用率持续攀升,但是广告的消耗成本也随之不断增加。这可能归因于一些元素,但最主要原因还是一些不可靠的测量与定位。广告商总是希望能够看到精确的活动结果从而去优化并决定ROI,而手机应用发行商和开发商则希望能够在不阻碍用户体验的前提下向买家传达真正有利的结果。

cookies(在广告环境下能够判断人们与广告之间的互动的代码)便经常被用于在台式机上优化广告活动。虽然说cookies不能作用于手机上是不公平的,但事实上它们只是不能有效地适应手机环境。今天的消费者不只会在手机网页和手机应用环境间来回转换,他们还会使用各种不同的设备,包括平板电脑,智能手机以及最近兴起的智能手表。这意味着一台设备将不再只是一个人的唯一代用品。

根据Econsultancy,每天有25%的人会使用超过3种设备。这种分裂性也真正揭露了cookies的缺陷。cookies的功能是只针对于一种设备,所以它们并不能用于优化广告活动,追踪转换以及跨越多种设备瞄准目标市场。实际上,使用基于cookie功能的广告活动的精准度通常只有60%(Nielsen)。

较低精准度不仅从广告角度看来是不利的(瞄准目标市场是为用户创造积极体验的重要部分,这能够影响用户对一款应用的整体看法以及用户的损耗率)。应用领域已经非常拥挤了,再加上智能手机的一般规格,手机应用开发者应该努力创造出优越的应用内部广告体验以避免流失更多用户。在今天,有些人会将广告当成一件产品,表达出自己的兴趣,并最终购买这件产品,但在几周后,当他们面对的还是同一件产品的相同广告时,他们的用户体验便会遭受到打击。

来自MobilityWare(该公司创造了像《Solitaire》和《FreeCell》等免费休闲纸牌游戏)的Chandra Hill说道:“我们发现广告是用户评判他们在我们的应用中的整体体验的重要部分。”

“更好地瞄准目标市场,如呈现给用户更加相关的广告不仅能够强化用户体验也能够影响我们的应用在应用商店中的排行。重要的是我们的盈利努力不会阻碍我们的用户粘性或提升用户损耗率—-在这里Facebook的Audience Network真的很有帮助。我们可以基于更高的精确度通过广告瞄准用户们,从而创造出更积极的用户体验并进一步推动广告收益的提升,从而维持我们在业内领先的用户留存率。”

其实真正重要的便是努力满足每一方(游戏邦注:包括手机发行商,广告商和终端用户)的内在需求,使用广告瞄准真正的目标市场的能力是非常关键的。从印象到真人的想法和注意力的转变在宣称实现“民本市场营销”的广告技术产业中不断普及着,这一能力便是跨越不同设备去瞄准真正的用户。

事实上在评估民本市场营销承诺的合理性的时候,我们必须牢记3大元素—-精确度,持久性和规模。对于那些想要跨越不同设备触及一些特定用户的广告活动来说,传递这些活动的技术平台必须拥有关于真正的用户的真实信息(精确度),对于他们在一定时间内所使用的购买途径的判断(持久性)以及对于哪部分用户属于积极在线用户的清楚理解(规模)。

本文为游戏邦/gamerboom.com编译,拒绝任何不保留版权的转发,如需转载请联系:游戏邦

Why accurate targeting can make or break mobile app monetization

MICHAEL WRIGHT

Ask what advertising is and you may get quite a few different answers. But most will agree that the overarching goal of advertising is to persuade or influence people in some way. The operative word here is people. Advertisers want to reach people where they spend a bulk of their time — which is where mobile comes in.

More than 80 percent of time spent on mobile devices in the U.S. is in apps. Despite mobile usage among consumers continuing to skyrocket, ad spend is struggling to keep up. This can be attributed to a number of factors, but arguably the most substantial are unreliable measurement and targeting. Advertisers want to be able to see accurate and clear campaign results to optimize and determine ROI, while mobile app publishers and developers want to deliver strong results for their buyers without hindering user experience.

Cookies (in the context of advertising, pieces of code that enable the measurement of how people interact with ads) are frequently used to target and optimize ad campaigns on desktop. While it isn’t entirely fair to say that cookies don’t work on mobile, the reality is that they don’t work well across mobile environments. Today’s consumers are not only shifting back and forth between mobile web and mobile app environments, but they’re using multiple devices, including tablets, smartphones, and recently even smart watches. This means that a device is no longer a proxy for a person.

According to Econsultancy, 25 percent of people use three or more devices each day. This fragmentation really brings the limitations of cookies to light. Also, the functionality of cookies is unique to the device, making them unreliable when it comes to optimizing ad campaigns, tracking conversions, and accurately targeting ads to consumers across multiple devices. In fact, campaigns that use cookie-based targeting are reported to be only 60 percent accurate (Nielsen).

This lack of accuracy isn’t just detrimental from an advertising standpoint — targeting is a big part of creating a positive experience for the user which affects overall sentiment for an app and its user attrition rate. The app landscape is crowded, and considering the average size of a smartphone screen, it’s crucial that mobile app developers create a superior in-app ad experience to avoid losing users. Too often today, someone may see an ad for a product, express interest, and eventually purchase the product, but then weeks later, still be shown the same ad for the exact same product — a major advertising and user experience fail.

“We’ve found that the way a user is served ads is a significant part of their overall experience with our app,” said Chandra Hill, VP, Monetization at MobilityWare, the company behind top-ranked free-to-play casual card games like Solitaire and FreeCell.

“Better targeting, like showing more relevant ads to a user, enhances the user experience and can actually positively influence our app store ranking. It’s crucial that our monetization efforts don’t hinder our engagement or increase attrition rates — which is where Facebook’s Audience Network has been really helpful. We’ve been able to have ads targeted to our users with a much higher degree of accuracy, creating a more consistently positive experience while driving ad revenue, and maintaining our industry-leading retention rates.”

The bottom line is that to satisfy the inherent needs of each party (mobile publisher, advertiser, and end user), the ability to target ads to real people across devices is key. This shift in thinking and focus from impressions to real people, is gaining ground in the advertising technology industry with many claiming to do “people-based marketing,” the ability to target real people across devices.

The reality is that there are three critical components to keep in mind when evaluating the legitimacy of the people-based marketing promise — accuracy, persistence, and scale. For campaigns to reach unique people across devices, the technology platform delivering those campaigns must have authentic information about real people (accuracy), insights about their purchase path over time (persistence), and a clear understanding of a large portion of people who are active online today (scale).(source:venturebeat)

 


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