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Avazu 石一:移动程序化购买, 用户地理位置意味着一切 

[文:Morketing 编译]

 

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一直以来,打造“黄金地段”是地产大亨们的口头禅。他们筑高楼、搭商铺,吸引南来北往的人驻足、观望、消费。而如今,广告主们决定反着走,从用户的地理位置出发,结合环境,给出消费指引。在广告主的眼中,最具吸引力的“地盘”在目标用户的脚下。

 

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Avazu CEO 石一

 

“移动程序化购买,从某种意义上讲,用户地理位置代表了一切”,近日,Avazu创始人兼CEO石一在接受全球广告技术行业媒体AdMonsters资深编辑Gavin Dunaway采访时表示。

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AdMonsters资深编辑GavinDunaway

 

在恰到好处的时间与地点准确地将信息传达给有需求的用户,这是所有广告主在移动端投放广告的理想模式。而用户地理位置定位很好地解决了其中关于“地点”的问题。超地域用户定向(Hyper-Local Targeting)乍一听像是个很庞大的理论体系,落实在移动端的程序化购买上也走了很长一段时间,然而它的实现确实在很大程度上提升了用户的消费体验。

 

以下是对话内容,直译版:

 

AdMonsters:在亚太市场耕耘了一段时间之后,你有没有从中发现一些同样适用于像北美这样市场的洞察?

 

石一:过去一段时间,印度和中国的广告主将很多预算花在了移动端,纵观世界范围内最受欢迎的前10大APP中,超过30%是来自中国。这些年来,Avazu通过组建当地运营团队密切地服务这些客户端,从中获得了对他们投放策略的深刻洞察,这对我们开辟新市场有很大帮助。

 

比如说,研究一款新的App如何在Avazu的策略下,能在上线的两周内获得超过一千万的用户,是很有价值的。这种规模恐怕只有在快速增长的市场中才会出现。

 

AdMonsters:2012年Avazu将重心转向移动端,这主要是出于哪些考虑?

 

石一:Avazu从2009年开始在全球范围内开展效果广告业务,在2012年,我们发现未来的市场需求必然转向移动端。因此,我们当时将所有的资源都投入到移动端,意在打造一个独一无二的广告平台。2013年,我们开始在不同的国家开设办事处,以提升自己的本地化服务水平。

 

AdMonsters:究竟什么才是广告主看中移动程序化购买的关键因素?是定向,还是定价?是不是中小广告主会比大型品牌主对移动端更感兴趣?

 

石一:目前,在我们平台上投放的大多数广告主是效果类的,所以对他们来说,一个综合的高效果投放管理工具才是他们投放的主要原因。

 

不过,随着原生广告和基于位置定向的广告等新型广告形式的发展,品牌广告主也在大量地将预算投入进来。Avazu的自助投放平台给广告主100%的管理权限,这也使得品牌主能够在我们的配合下,更轻松地管理广告投放。

 

AdMonsters:具备如此庞大的数据和定向参数,可以说是移动端的一大优势。那么,有没有一些你们客户觉得特别成功的移动定向参数组合?

 

石一:采用超地域用户定向技术的成功率很高,在这种策略下,广告主能够在一个GPS定位圈中定向到他们想要的用户。比如,一个当地的餐厅,可以定向方圆50米以内的所有用户,并从中找到他们的目标用户。当然,类似手机机型、品牌、操作系统、APP及运营商等其他的定向选项,对效果广告主来说,也十分有用。

 

AdMonsters:除此之外,有没有广告主利用地理位置定向的其他方式,令你印象特别深刻的?

 

石一:我们目前比较关注的是,通过基于用户地理位置广告带来用户忠实度这种投放策略,通过广告给那些经常光顾的用户有针对性地发送优惠券。这是促使移动广告效果从线上转到线下很好的一个例子。

 

AdMonsters:Avazu有没有运用Beacon技术?在这方面发展得怎么样?

 

石一:Beacon具备了把零售商和线下的投放预算吸引到线上的潜力,目前我们正在进入这一领域。至于产品方面,我们正在把它与我们的超地域用户定向整合成一个具备竞争力、用户友好型的解决方案,主要是针对那些对移动广告不太了解的广告主。

 

AdMonsters:广告主对移动私有交易平台感兴趣吗?

 

石一:目前移动私有交易平台比较热门,而且这种热门程度在未来一段时间内还会持续。不过在我看来,它更适用于Ad Network和代理商。从大的趋势来讲,广告主越来越趋向于更为简单的解决方案,因为对他们而言,广告投放的指标和管理并不复杂,而移动私有交易平台需要复杂的管理,不是一般的广告主能玩得转的。

 

AdMonsters:非人类流量在美国和欧洲一直倍受关注。类似Avazu这样的广告技术公司,如何进行防作弊?

 

石一:我们有一系列的办法事先过滤掉非人类流量,从人工审核流量来源和位置,到那些从认证的第三方供应商和内部数据得来的黑名单。另外,我们运用机器学习算法来发现流量模式下的违规行为。

 

AdMonsters:APP和移动Web,哪个才是目前触达用户的最好方式?为什么?它会长期更受广告主的欢迎吗?

 

石一:70%到80%的移动库存还是来自APP,而广告主在APP的投放规模远大于移动Web网站。然而,我们认为移动Web的潜力被低估,甚至被大多数媒介代理和广告主忽视了。事实上,广告主通过移动Web可以花更少的钱,触达那些APP能触达的用户。

 

过去Avazu一直在研究移动Web。我们发现,尽管移动Web通常使用PC的创意尺寸,IAB移动创意尺寸仍在主导着移动Web需求。不过,如果一个广告主的网站没有很好地针对手机和平板进行优化,移动Web根本就起不到作用,如此一来,需求就会不断减少。

 

以下是英文原版:

 

Location Is Everything: Talking Mobile ProgrammaticWith Avazu’s Yi Shi

 

Location, location,location is not just the mantra of real estate agents anymore. The ability toreach your audience where you want to reach them – and hopefully when they wantto be reached – has long been a top perk for advertising on mobile. Of course,hyper-localized targeting sounds grand in theory, but bringing it to life andscale has been a long slog. This slog has become easier to manage thanks toprogrammatic’s spread throughout the mobile ecosystem.

 

Localization hasbeen a cornerstone in mobile DSP Avazu’s strategy since it refocused completelyto mobile. And what a proving ground the company has had to develop itsstrategy: the burgeoning smartphone wonderland of the Asia-Pacific region,where hyper-local targeting is a necessity for advertisers both large andsmall.

 

Recently named oneof the top 5 DSPs in revenue share on mobile exchange Smaato for thesecond quarter in a row, Avazu has its sights on global expansion, openingbranches in Amsterdam, Berlin andLos Angeles. I spoke toAvazu CEO and Founder Yi Shi about how the company will use its APAC upbringingto its advantage in tackling new markets, how technology like beacons istransforming location-based advertising, the potential for mobile web inventoryand much more.

 

Are there certain insights you’ve learned in the APAC marketthat you think will prove advantageous in markets like North America?

 

Asian advertisersfrom India and China have spent a lot of money in the past on mobile, when welook at the top 10 most popular apps in the world, more than 30% are comingfrom China. We’ve served all those clients very closely with local operationteams to gain deep insights into their campaign strategies – this I think willindeed help us penetrate new markets.

 

For example, wefound it extremely valuable to see how a newly launched app could gain over 10million users within the first two weeks of release using our solutions. Thatkind of scale can be only seen in fast evolving emerging markets.

 

What made Avazu to pivot towards mobile in2012?

 

Avazu started its performance advertisingbusiness on a global scale in 2009 and in 2012 we saw that the future demand isclearly shifting to mobile. So we moved all our resources into mobile to createa unique advertising platform. We started with opening offices in differentcountries in 2013 to achieve a better level of localization.

 

What are the key factors driving spend towardmobile programmatic – targeting, pricing? Are smaller advertisers moreinterested in the space than large brands?

 

So far we have seen a big portion ofadvertisers coming from the performance space (gaming and app downloads) to ourplatform, so for them a comprehensive bundle of efficient campaign managementtools is the key factor driving spend.

 

However, with the development of new adformats like native ads and location-based ads, we are also seeing significantdemand coming from large brands. We created a self-service platform with 100%transparency and control down to the placement level, which gives large brandsmore confidence in the campaigns they run with us.

 

One advantage on mobile – so much data and so many targetingparameters! Are there combinations of mobile targeting parameters your clientsfind particularly successful?

 

We have seen a greatdeal of success with hyperlocal targeting, where advertisers can target usersfrom a certain GPS location circle. For example, a local restaurant couldtarget all users within a 50 meter radius of its restaurant’s GPS location tofind their target audience. Other targeting options are phone device, brand,operation system, app/site, and ISP/carriers, which are particularly useful forperformance advertisers.

 

What are other ways advertisers take advantage of locationtargeting that have impressed you?

 

We are seeingcampaigns that combine location-based ads with loyalty programs, offeringrecurring customers targeted vouchers. That’s a great example of leveragingmobile advertising effectiveness from the online world to the offlineworld.

 

Has Avazu leapt into the world of beacons? How will that spacegrow?

 

We are currentlylooking into this field and believe it will lure more budgets from retailersand offline world to online. Product-wise, we are integrating it with ourhyperlocal targeting to create a competitive, but user-friendly solution,particularly for advertisers that are not too familiar with mobileadvertising.

 

Are advertisers interested in mobile private exchanges?

 

Mobile privateexchange are clearly a hot thing right now and will remain hot in the future –however, it’s more a tool designed for ad networks and agencies in my opinion.Advertisers tend to use simplified solutions, as their ad ops typically are notthat sophisticated in terms platform management. A private exchange is complexto manage.

 

Non-human traffic has been a huge concern in the US and Europeof late. How does a tech company like you ensure clients inventory bought isbeing seen by humans?

 

We have a set ofmethodologies to pre-filter non-human traffic, this starts with manual auditsof traffic sources and placements, then combined with blacklists from certifiedthird-party vendors and inhouse data. In addition, we apply machine learningalgorithms to discover irregularities within traffic patterns.

 

Apps or mobile web – which is the best way to reach consumerscurrently, and why? Will one side be more popular for advertisers in the longterm?

 

Somewhere between70% to 80% of mobile inventory still comes from apps, and advertisers achievesignificantly larger scale there compared to the mobile web. However, we thinkthat mobile web inventory is under-valued and overlooked by most media agenciesand advertisers. A media buyer could reach the same user on mobile web justlike on an app, just at a lower bid price.

 

We were exploringthis phenomenon and found out that the IAB mobile creative sizes are stilldominating mobile demand, while mobile web typically work with desktop creativesizes. However, if an advertiser’s website isn’t fully optimized for phones andtablets, mobile web inventory usually won’t work at all, thus diminishingdemand.

 

Via: Morketing 编译

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