Ключевые метрики в Digital

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    27-Jul-2015

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1. digital 09.12.2014 , CTR Postclick Postview Viewability digital AdRiver 2. - 3. CTR ? , CTR 4. 5. : vs . 6. CTR 7. 0 500,000 1,000,000 1,500,000 2,000,000 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 7% 4% / 44% 19% 1-3 10% * Adriver Lost click tale 8. [] , . . Andrea Kerr Redniss, Senior VP Digital, Optimedia ? . , , . Carrie Frolich, Managing Director Digital, Mediaedge: cia 9. Postclick 10. ? ? - 11. : , , 12. Adserver () 100% 0,2% 0,15% ! 13. , , - (iCrossing, ComScore, SpecificMedia) ... 14. Postview 15. postclick postview , , 16. , , 17. 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 (men 25-35) 240x400 Mail (Main, men 25-35 F3) 300x300 Yandex (News, F3) 200x300 -2 980x60(300) -1 (Inner F5) 240x400 Soloway (Pass.cars F3) 240x400 Soloway (Mens club F3) 240x400 -1 1000x90(200) -2 240x400 Autorambler 240400 AdSmart Auto 400240 25% 24% 51% 18. Viewability 19. viewability z , 80% 50% 1 . 20. ? 21. , , : (!) != 22. - , , . , 23. CTR ! CR ! ! 24. ? : What can a mouse cursor tell us more?: correlation of eye/mouse movements on web browsing 25. 8.75% 0.50% 0.00% 2.25% 4.50% 6.75% 9.00% CTR : EyeBlaster 26. ? , 27. 16% 13% 72% * AdRiver. 28. , , , 29. , % 5% 7% 15% 9% 22% 30% 31% 31% 15% 33% 19% 13% 13% 31% 5 7 17 18 19 20 25 26 29 32 33 36 45 54 0 10 20 30 40 50 60 0% 5% 10% 15% 20% 25% 30% 35% Pre-roll Fullscreen 240x400+ 1000x90 Branding 100%x240 300x300 500x200 240x400 234x200 300x250 200x300 teaser textblock * Adriver Lost click tale 30. 31. 566 926 533 633 Viewability 510 632 25 195 525 . Postview Post Postclick 2 045 367 444 2% 3,14% 111 751 101 135 115 176 11 652 466 94% 90% 97% 88% 5% 11.5% 0.1% 0.46% CTR 32. 0 1000 2000 3000 4000 5000 6000 7000 8000 1 2 3 4 5 6 7 8 9 10 64% 17% 7% 88% 3 33. Adserver () 100% 0,2% 0,15% ! 86% 8% 34. 35. 42? , ... 36. 37. , ... ... , 38. KPi, , 39. 40. 41. , , 42. digital ? AdServer CTR CTRu Viewability Machine Learning Postview AdRiver Postview & Postclick, Google Analytics, Yandex AdRiver , 43. ? , , Post campaign Postclick . 44. ., , , , , CPC, c CR , . , , , . , , CPM affinity , F=5, CPM, TRP, Clatter, , Brand Awareness , F=3, CPM, CPT, , SOV, CTRU, . , , i F=1, CTR, CPC, CPV, , CR, i, CPA, CPL, CPO, CPS, ROI 45. 46. / Post view Click Post click

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