Kushambadzira Tekinoroji

Kuchekera iyo Yechinyakare-Dhijitari Kushambadzira Kupatsanura

Maitiro ekushandisa media achinja zvakanyanya mumakore mashanu apfuura, uye mishandirapamwe yekushambadzira iri kuitika kuti ienderane. Nhasi, madhora ekushambadza ari kutorwazve kubva pazviteshi zvisina Indaneti seTV, kudhinda, neredhiyo kuenda kudhijitari uye nechirongwa chekutenga ad. Nekudaro, mabhurendi mazhinji haana chokwadi chekupazve nzira dzakaedzwa-uye-dzechokwadi dzezvirongwa zvavo zvenhau kudhijitari.

TV inotarisirwa kuramba iine chikamu chinopfuura chikamu chimwe muzvitatu (34.7%) chekushandiswa kwenhau dzepasi rose muna 2017, kunyangwe nguva yakashandiswa kuona zvirongwa zvekutepfenyura paTV seti inotarisirwa kudzikira ne1.7% pagore. Kusiyana neizvi, nguva inoshandiswa kuwana internet inofungidzirwa kuti ichakura ne9.4% pagore pakati pa2014 na2017.

ZenithOptimedia

Kunyangwe na DVR kusvetuka uye kuderera kwekuona, TV zvekutengesa zvichiri kupa zvakanyanya kusvika uye kuziva. Semutengesi mumunda umo terevhizheni ichiri chikuva chakasimba (asi kwete kwenguva refu), zviri nyore kunzwisisa kusada kuedza nemishandirapamwe mitsva uye zvinhu zvekushambadzira kuburikidza nedhijitari. Shanduko yekushandiswa kwenhau yakachinja zvachose kuti vashambadzi vanoyera sei zvirimo uye kubudirira kwemhinduro, uye shanduko iri kutoitika nevashambadziri vemhando.

Kubva pamaonero emhinduro, mabhana, pre-roll, kutora mapeji ekumba, uye kutariswa kwemuchinjika-chishandiso zvinobudirira, zvinoyerika zvekushambadzira nzira. Vashambadziri vanoziva kuti yekutanga-bato data inogona kushandiswa kunanga vashandisi apo ivo vari mumusika kuti vashandure. Nekuda kweizvozvo, vatengesi vanofanirwa kuenzanisa metrics yemushandirapamwe pakati pekusvika kwemhando, frequency, kuziva, uye mhinduro. Naizvozvo, zvakakosha kuburitsa chokwadi chekuti dhijitari inogona kukanganisa sei kuita kwemushandirapamwe nehukoshi hunoyemurika kune ruzivo rweTV.

Zvakakosha kutsanangura sei kuyera mishandirapamwe maererano nekudzvanya-kuburikidza nemitengo (CTR) uye mari-per-acquisition (CPA) inounza kukosha kunoenderana nekusvika kweTV uye frequency. Mushambadzi anofanirwa kunzwisisa kuti kana vanhu vachidzvanya pane yako ad, zvinoreva kuti vari kuifarira-asi ivo vanofanirwa kuenda mberi kupfuura izvozvo kuti vazive chikonzero nei vachifanira kushandura kutarisa kwavo kubva kune echinyakare kampeni metrics uye kuziva kuti dhijitari inogona kubatanidzwa. kupinda muchirongwa chekushambadzira uye zvinangwa zvemushandirapamwe uye kubudirira.

Kuronda Rwendo rweMutengi

Kunyangwe mishandirapamwe yedhijitari iine simba rakawanda nekuda kwekugona kuronda nzendo dzevatengi kubva pakuziva kuenda kushanduko, kunyanya kune ecommerce, kushanda kwavo kunofanirwa kubatanidzwa nekuziva kweTV, kwete kupatsanurwa. Izvi zvinogona kunge zvidiki diki kune dhiraivha-ku-kutengesa, asi kusimudzira uye kutorwa kwebeacon tekinoroji iri zvakare kuvhara iro gap. Uye sezvo mishandirapamwe yedhijitari yakanangana nevashandisi sezvavari mumusika, haufanire kuputika meseji kakawanda kunanga vatengi vane ruzivo rwemhando.

Kana zvasvika kune dhijitari, chiyero chemhando uye huwandu. Kuita chokwadi chekuti vatengesi nemasangano avo anonzwisisa zvizere matambudziko, mhinduro, uye chiyero chinoshanda chekubatanidza dhijitari neTV kwakakosha zvakanyanya, sekukosha kwekuwedzera kune imwe neimwe mukubudirira kwemushandirapamwe. Kune nzira dzakasiyana-siyana dzekuyera metrics yemushandirapamwe, uye kugamuchira mutauro mutsva wega wega inhanho yekutanga.

Kufunga kupfuura nhamba uye kufungidzira kuti ndezvipi zvinobudirira zvinhu zvinofambisa zvakanaka Royi ndicho kiyi. Kana mashandisiro edu enhau akaongororwa zvakare uye akagadziridzwa nekutanga kwedhijitari midhiya, saka maonero atinoita budiriro uye kupatsanurwa pakati pechinyakare midhiya mapuratifomu nedhijitari midhiya inodawo shanduko yedhijitari (DX).

Danielle Ciappa

Danielle Ciappa ndiye Digital Media Coordinator pa Hawthorn Direct, inotungamira tekinoroji-yakavakirwa advertising agency inyanzvi muanalytics uye inozvidavirira mhando mishandirapamwe kweanopfuura makore makumi matatu. Achibva kuSan Francisco, Danielle anodada Cal uye USC grad. Akanyora thesis yake yeMasters pamusoro pekuchinja kwemukati nekunze mubhizinesi tsika nekuda kwekukwira kwedhijitari uye transmedia.

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