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    【專家分析】一篇文章讓你真正了解DSP廣告

    時間:2017-03-01  來源:  作者:  本文標簽:

        DSP、信息流雖然誕生已久,但大熱還是近兩年的事情。一時間,“DSP”、“RTB”、“程序化交易”等術語橫掃各種大小媒體,充斥朋友圈。然而大多數廣告主和網絡廣告從業者,仍然不能很明確地了解DSP、RTB、信息流這些東西究竟是什么,或者還在用百度競價的知識往這個領域里強行套用。D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

    了解DSP廣告D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      于是我們訪談了一位對SEM和DSP都有深入研究,并著有書作《互聯網DSP廣告揭秘-精準投放與高效轉化之道》(這大概是國內第一本有關DSP廣告的書籍,其他你能搜到的DSP書籍都是關于數字信號處理的)的專家——曲海佳老師,用最淺顯易懂的語言,讓大家對DSP有全面的認識。D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      艾奇菌:正如您所說,目前很多廣告主對于DSP廣告的理解,還停留在百度競價的層面。您能否通俗地解釋一下DSP廣告,并說說DSP廣告與SEM有哪些相同點和不同點呢?D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      曲海佳:其實何止是對DSP廣告的理解,很多廣告主,尤其是廣大的中小廣告主對于整個互聯網推廣的理解都還停留或局限在百度推廣(SEM)的層面。造成這一局面的原因非常復雜,除了百度推廣發展較早,產品機制相對淺顯易懂和因為門檻低擁有更廣泛群眾基礎之外,DSP廣告自身相關概念的繁雜和現實的吊詭無疑都讓這樣的情況雪上加霜。D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      DSP廣告其實并不難理解,理想狀態下的DSP廣告其實就是DSP平臺在自身對接的已經被廣告交易平臺(AdX)分門別類的流量(廣告受眾)的基礎之上再加上一套自己的篩選標準,然后僅針對自己篩選出來的“自定義受眾”展示的廣告。就好比在購物的時候,在此起彼伏的叫賣聲中對商家推薦的符合自己需求的商品進行比對挑選,最后選擇購買自己心儀的商品一樣,因為在過程中增加了自主部分的比重,在一定程度上能夠提高對于結果的把控。D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      DSP與SEM的相同點和不同點不勝枚舉,這里只挑選我個人認為重要的,同時又比較少有人提及的幾點來談一談:D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      說起相同之處:D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      首先從本質上講DSP廣告與SEM廣告都屬于呈獻給廣告受眾的“有用”的信息;D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      其次二者的潛在優化邏輯相同,都是通過調整設置與創意來提高相關性;D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      最后兩者的難點相同,都在于前后端數據經常無法打通。D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      而不同之處則在于:D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      與SEM廣告守株待兔式的被動等待潛在受眾“翻牌子”相比,DSP廣告是一種能夠讓廣告主變被動為主動的推廣形式,同時SEM廣告所響應的是廣告受眾的即時需求,而DSP廣告因為機制的原因往往對應的是廣告受眾過去一段時間的需求,所以DSP廣告投放應該更多地考慮用戶的潛在需求、規律性需求和長期需求;D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      另外兩者在整合營銷中擔任的角色也有很大不同,SEM因為搜索引擎的特性而往往擔當的是最終轉化收割的角色,而DSP可以彌補SEM推廣流量的不足或稀釋流量的成本,通過瀏覽轉化實現助攻的作用。D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      艾奇菌:很多企業主會把信息流廣告與DSP混為一談,您能否詳細介紹一下兩者的聯系與區別?D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      曲海佳:信息流廣告與DSP廣告有很多相似之處,例如二者的定向維度有很多是互通的,往往都包括受眾和用戶環境,廣告形式也類似,都包括圖文或視頻,而很多DSP廣告也是以信息流廣告的形式呈現的,所以很多優化人員針對這兩種廣告使用類似的投放邏輯和優化思路方法。D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      但二者的區別是很大的。D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      首先本質上信息流廣告屬于原生的范疇,通過“潛伏”在眾多其它信息之中來降低受眾對于操作體驗被干擾的反感度和對于自身相關數據被洞悉的恐慌,而DSP廣告仍然無法擺脫干擾用戶體驗和“礙眼”的尷尬處境。所以相比較原生的“隨風潛入夜,潤物細無聲”,DSP廣告是更簡單粗暴的硬廣。D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      其次信息流廣告定向所憑借的數據比DSP有更強的可靠性,因為從數據類型的劃分來說,信息流廣告借助的往往是自身的數據,同時因為信息流廣告平臺本身就是媒體,相對封閉,所以不存在甄別媒體質量的問題,也沒有數據外泄的擔憂。而DSP要想取得好的推廣效果,很多時候單靠自己積累的乙方數據是不夠的,需要結合甲方數據和第三方數據,但實際操作過程中往往很難實現;最后兩種廣告形式對于媒體的長遠影響也不盡相同,信息流廣告因為原生的形式,只要不是填充得太過分,會反向刺激媒體內容的生產,讓更多內容生產者為了與平臺分成而投入到內容生產和質量提升的進程中來,一定程度上助長了媒體的繁榮,形成良性循環,而DSP廣告“急功近利”的形式,往往會為高質量媒體所不容。D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      艾奇菌:DSP與網盟廣告(百度網盟、谷歌AdSense等)有什么區別呢?D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      曲海佳:嚴格意義上來說百度網盟和谷歌AdSense應該叫廣告網絡(Ad network),都是聚合了海量中小媒體(publisher)流量,經過對媒體和受眾的簡單標記之后就可以通過媒體定向實現媒體購買,同時也可以通過受眾定向實現受眾購買,也可以實現兩種定向交叉取交集的定向方式。D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      但因為廣告網絡必須顧及媒體的利益,所以在打標簽上不可能實現特別細的粒度,否則就會出現部分媒體的廣告填充率和收益不高的情況,一旦發生這樣的情況,就會引發媒體的“叛逃”,進而引發廣告網絡喪失掉流量巨大、流量價格便宜的優勢,同時又因為各家廣告網絡的媒體構成不均衡,會出現單一廣告網絡無法滿足所有行業的廣告主推廣的情況。為了均衡各家廣告網絡,實現資源共享,同時更好地消耗彼此的廣告庫存,廣告交易平臺應運而生,然后順理成章地,DSP也就誕生了。D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      艾奇菌:您對于SEM與DSP都有非常深入的了解,那么您認為這兩者是此消彼長的關系嗎?未來互聯網廣告中各類廣告的發展趨勢會如何?D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      曲海佳:首先我不認為SEM與DSP是此消彼長的關系,雖然在百度廣告位縮減之后促進了某些行業在展示類廣告領域的投放,但是從長遠的角度來看,SEM和DSP始終還是互相配合的“戰友”關系,或用個更時髦的詞,就是CP關系。D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      SEM與DSP在某些層面都可以滿足品牌類用戶或者效果類用戶的需求,但通常主流的做法是在SEM上求精準轉化,在DSP上求海量曝光,這是一種“揚長避短”的做法,而兩者相結合則是一種“取長補短”的做法。但其實也可以在SEM上通過追趕時事熱點來增加品牌曝光,在DSP上通過多重定向和數據整合來實現主動精準投放,這其實是“揚長補短”。所以SEM與DSP的關系可以是1+1>2。D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      未來互聯網廣告會在形式上呈現更加多樣化的趨勢,同時在定位的精準性與媒體的填充率的均衡上會有更加精細化的做法,但大的方向不但已經顯現而且亙古不變,那就是廣告與信息之間的界限會越來越模糊,這一點上從近幾年信息流廣告的迅猛發展和熱門影視劇的植入大行其道可見其端倪。D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      艾奇菌:之前宋星老師有一篇大熱的文章《艱難一年:DSP、RTB和程序化廣告的2016年終反思》,其中提出了RTB廣告已經走入幻想破滅期,并揭露了如今DSP行業中的亂象。對此,您有什么看法?D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      曲海佳:我很贊同宋星老師在文章開端就拋出的發展曲線理論,現在對于某些人而言,RTB廣告確實已經進入到了幻想破滅期,但是對于更多的人,他們甚至不知道RTB廣告所謂何物,所以不排除未來重新煥發青春,即便以后RTB廣告出于營銷的目的改頭換面,重新用新的概念甚至定義來包裝自己,我相信其精髓-自定義廣告受眾的理念將會以各種方式延續下去,并且在未來所有的廣告形式上發揚光大。D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      至于廣告行業中的亂象,我相信不僅僅局限在DSP領域,而是存在于所有的領域,有人的介入就會有漏洞,有人的參與就會有因逐利而產生的灰色地帶。所謂魔高一尺,道高一丈,只有好獵手才能降服得住狡猾的狐貍。因此我們不應該寄希望于整體行業道德水準的突變式提高,而應該把希望寄托于從業者在業務能力上的不斷精進,營銷人員越來越專業,進而讓這些“亂象”的成本變得越來越高,難度越來越大,當這些亂象無利可圖或者越來越難做,自然而然就會少下來,因利益引發的亂象,只能通過利益去加以限制。D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      艾奇菌:現在有不少SEMer在考慮往DSP、信息流方向轉移,您對于這種現象有什么看法呢?對于從SEM轉向DSP發展的小伙伴,您有什么建議與忠告?D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      曲海佳:多種廣告渠道和形式,在操作與優化上盡管有著這樣那樣的不同,但其內核都是一樣的,作為從業者要撥開表象的迷霧,看清營銷的本質,洞悉消費者/廣告受眾的心理,才能超脫于各種形式上的演進與變化,以不變應萬變。D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      對于從SEM專項DSP發展的小伙伴,我建議可以把DSP作為自己營銷思路與領域上的拓展,而不是一個轉折,即便是進入了一家DSP公司,也不要輕易拋棄SEM這個基本功。作為一名合格乃至優秀的SEMer,要牢記三個詞,那就是“專業”、“職業”和“行業”,專業代表在各個渠道推廣的經驗與技能,職業代表良好的工作學習習慣,而行業則代表學無止境的各行業知識,相信牢記這三點的同仁一定能夠所向披靡,無往而不勝。D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

      作者:曲海佳&艾奇菌D1q精選名家經典傷感唯美短篇散文詩詞句子大全閱讀欣賞

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