Измерение эффективности медийной рекламы

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- Molinos 10.06.2014 . : - Molinos.

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2. 1 / 33 1) CTR 2) , , % .. 3) // 4) 3. 2 / 33 1) , 2) / / 4. 3 / 33 1) 2) 3) , 5. 4/ 33 ? 2% 58% omScore 6. 5 / 33 - ? 1) 35 44 - - 2) , , , 3) 7. 6 / 33 2007. - 32% 2009. - 16% 2011. - 90% 8. 7 / 33 CRT : , Comscore (Mike Shaw) 9. 8 / 33 1) 72%; 2) , , , 94%; 3) 27 % 17% , CTR 0,1%. 10. 9 / 33 . cookies, 33% , . . , 10 ? 100 - 120 . 11. 10 / 33 Dwell-time - , . , , , . Dwell , , , . 12. 11 / 33 , , CTR. , . 6 000 . 10 000 60%. 1) 2) Post-wiew 3) ( ookies IP) 13. 12 / 33 , . , - , , , . , , . 14. 13 / 33 ROI , ROI . ( ) . , , , . 15. 14 / 33 ? 16. 15 / 33 ? 17. 16 / 33 ? 18. 17 / 33 , 19. 18 / 33 ? 1) 2) - 3) (look-a-like, programmatic, RTB, , ..) 20. 19 / 33 : ( user experience ) // 21. 20 / 33 - , - AdBlock ( ) - web+mobile ( mobile+web) c (, ) - sponsored content : 22. 21 / 33 : 23. 22 / 33 : 24. 23 / 33 : 25. 24 / 33 : 26. 25 / 33 : Branded Content - AviaSales.ru native ad - branded-, (-) , , AviaSales.ru! 1,2 340 000 8127 CTR native ad 0,68% CTR AviaSales.ru 4,49% 27. 26 / 33 : Sponsored Text - FeedBet.ru native ad - sponsored- FeedBet - 1,3 300 000 14,000 CTR native ad 1,07% ( ) 28. 27 / 33 : Native Ad PR native ad - PR- 1,4 270 000 1639 CTR 0,12% ( call-to-action PR-) 29. 28 / 33 : Native Ad Contextual Ad native ad - , native ads C CTR 1,02% Samsung CTR 0,37%, 0,82% Kaspersky CTR 0,25% BMW CTR 0,3% 30. 29 / 33 : PR- - , branded content 31. 30 / 33 : 32. 31 / 33 : 33. 32 / 33 : 34. 33 / 33 35. . nigina@molinos.ru

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