龙渊产品手册.pptx

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1、会计学1龙渊产品手册龙渊产品手册Relying on the platform of Sina media influence and user coverageCovering with Sina video,portal,weibo platform quality media resourcesTo cover the widest range of the target population,ensuring the reach number.Optimize and control the advertises frequency to ensure the quality of t

2、he target audient reach76.9%*Data sources:Ereli i-UserTracker2013 June CNNIC thirty-second Internet Development ReportExtraordinaryLongyuan第2页/共21页Traditional purchase：Content BuyLongyuan purchase:Audience BuyIdentifySelectionExecutionChannel/ColumnPortalShow/SeriesOTVDisplay will be consumed in a n

3、atural basisUID+Cookies+diariesFrequency optimization,user description Advertisment will be consumed mildly*Media recourses*Mild Display:System will automatically calculate the amount on demand basis based on the actual figures generally to ensure the reach the target of amount of client purchaseExp

4、erience and researchTips VSMechanismLongyuan第3页/共21页 Size：600*450;flv=500kFormat：FLV，15 secondsStandard：The source file AVI,MOV,MPG,MP4,On the file FLV,500k,15S1.2M;Delivery document must be clearly play in full screen mode,put an end to the granular,mosaic and saw toothSize：400*300,80kFormat：Swf(8)

5、,JpgThe scope of resourcesNews video：Todays hot,military,videotaker,documentary,comedy,original;Sports:basketball,football,integrated video games(badminton,billiards,chess,track and field);Entertainment Video:Entertainment express,star,film and television,entertainment,drama,Korean,Japan,guests chat

6、;Other video:financial,fashion,parenting,automobile,constellation,lady,collection,health；Video insertVideo pauseVideoRecoursesLongyuan第4页/共21页Size：950*450;50kFormat：Swf(8),Gif,JpgSize：320*35;80kFormat：Swf(8),JpgPop-upadvertisingWAP Top bannerRecoursesLongyuanPortalThe scope of resourcesPop-up advert

7、ising:in finance,sports,science and technology,entertainment,women,the blog page pop-up display；WAP Top Banner:in the mobile phone of display第5页/共21页Size：186*250;30kFormat：JpgLanding page：Under 、Size：640*100;30kFormat：PngLanding page：Under 、；size200KWidgetTop BannerRecoursesLongyuanWeiboThe scope of

8、 resourcesWidget:Weibo PC site my home page on the right when the page displayWeibo Application(iPhone,Android):my homepage at the top when the page display第6页/共21页Long Yuan Frequency Optimization&Data Insight 第7页/共21页-To maximum To maximum the the explorer of TA on explorer of TA on a certain frequ

9、ency a certain frequency based on the optimizing the calculation mechanism-The system will set the frequency for user browsing within within the the limitation of amount of client based on the deal.limitation of amount of client based on the deal.Frequency Optimization and Frequency Control as simil

10、ar as Online TV methodsExample:Client wants maximum reach 3+,advertising will explore to TA reach 3 and more than 3(including 4,5,6.)Example:Client expected frequency on the average user contact time control for 3 times,the advertisement for the same user exposure is not more than 3 timesFrequency C

11、ontrolFrequencyLongyuanFrequency Optimization第8页/共21页Frequency optimal control mechanismThe collection of current and historical user browsing behaviorPrediction the times of users return during period Consistent with the selection and target frequency user priority displayThe deployment of massive

12、server cluster,with dynamic memory enough storage space to support campaign period a large number of users visit frequency record,so as to realize the optimization and control of delivery frequencyFiltering non-normal usersFrequencyLongyuan第9页/共21页Audience TargetingLongyuanConsumer Groups综合考虑多维度，给出每

13、个人群评分阈值根据阈值判断每个用户所属消费人群所采数据通过预设算法进行加权评分采集消费人群所需多维度数据Step 1Step 2Step 3Step 4p白领阶层p运动人士p时尚达人p购车一族p商旅人士p美食爱好者p理财人群p购房装修者p游戏e族p高端人士p亲子家庭p爱旅行p学生p极客人群Options人群计算维度注册信息位置信息社交记录第三方数据浏览日志属性推测Calculate Dimensions选项第10页/共21页If clients have other option of third-party monitoring company more than 3 above,requi

14、red for the docking system 1 months ahead of schedule,ensure the validity of the dataLongyuan accept authorized third-parties to monitor the data to ensure the results being objective.Client without third-parties monitoring service,Sina could provides its own monitoring service,commitment to objecti

15、vity as wellThird-parties monitoring docking has been completed:Objective Longyuan第11页/共21页Gender Data:Percentage by genders,CTR,PopularityAge Data:Percentage by genders,CTR,PopularityRegional Data:Percentage by genders,CTR,PopularityMedia Data(Monitor company provide)Users Data(Sina provide)Overall

16、 Data:PV,UV,Click,CTR,Population of clickRecourses Data:PV,UV,Click,CTR,Population of clickFrequency Data:PV,UV,Click,CTR,Population of click*Popularity=population of click/UVMedia DataUser DataDataLongyuan第12页/共21页12345678910 11 12 13 14 15 1601,000,0002,000,0003,000,0004,000,0005,000,0000.00%0.50%

17、1.00%1.50%2.00%2.50%3.00%1 覆盖人数兴趣度123456789 10 11 12 13 14 15 1602,000,0004,000,0006,000,0008,000,0000.00%0.10%0.20%0.30%0.40%2覆盖人数兴趣度Longyuan data is more than numbers:according to the basic data,matching transformation under different conditions,to provide basis for the client delivery strategy op

18、timizationNote:this diagram shows,the diagram illustrates that the users frequency within 2-4 times can meet the maximum audience coverage and the best effect of the advertisementNote:this diagram shows,the customer will aim to maximize the new user coverage,the comprehensive transformation of the b

19、est*Popularity=population of click/UVDataLongyuanCoveragePopularityCoveragePopularity第13页/共21页Client:A well-known Chinese wine companyBrief:Gender-male;Target frequency-3+;Period-27 days;ShowcaseLongyuan第14页/共21页Total PV137 millionTotal coverage48 million3+persentage36%Reach out almost 8.26%of the C

20、hinese netizens IGRP：23.3Average CTR：0.41%CPC：￥2.5 CPUV：￥0.03执行效果The Chinese netizen number:591 million Source:CNNIC released in July 17,2013 report on the thirty-second China Internet development statisticsAdvertising monitoring data sources：ShowcaseLongyuanClient:A well-known Chinese wine companyB

21、rief:Gender-male;Target frequency-3+;Period-27 days;第15页/共21页IGRP：1.62%-72.56%；CPUV：￥0.02-0.06；CPC：￥2.5-5.8；CTR：0.20%-0.50%The advertising performance related to company industry,brand awareness,promotion content,advertising creative,target audience,frequency selection requirements of multiple facto

22、rs such as closely,the following is part of the project of history on performance of intervalPerformanceLongyuan第16页/共21页How to buy Longyuan第17页/共21页Non-directional price:15rmb/CPM；Gender selection：no extra charges；Frequency optimization：1+,2+,N+,no extra charges；Frequency control：Control the upper

23、bound on a frequency,Additional 15%；Other request：In addition to the above,other special requirements according to the specific circumstances,separate quotationsThe validity of price policy:January 1,2014-June 30,2014QuotationLongyuan第18页/共21页GeneralClient ConfirmClient confirm plan and provide mate

24、rial,landing page.Sina confirm Ads Proposal Sina according to brief would estimated media plan and estimation by advertising engineClient BriefClient provide target audience,frequency selection,other requirement and budget,period,promotion infoThird Party MonitoringClient provide monitoring code,Sina monitor deployment;If No third party monitoring,sina is deployed its own monitoringRun the ReportMonitoring service providedata reportProcess of ProcurementLongyuan第19页/共21页Change from the moment第20页/共21页感谢您的观看！感谢您的观看！第21页/共21页