info@panadisplay.com
Cov duab ua yeeb yam, hom uas feem ntau muaj cov ntawv nyeem, piv txwv, luam, logos, dluab, qhov chaw nyob, thiab lwm yam

Cov duab ua yeeb yam, hom uas feem ntau muaj cov ntawv nyeem, piv txwv, luam, logos, dluab, qhov chaw nyob, thiab lwm yam

Apr 22, 2017

Tso duab tshaj tawm

Zaub advertising yog advertising ntawm cov websites. Nws muaj ntau hom ntawv sib txawv thiab muaj cov khoom xws li ntawv, dluab, flash, video, thiab audio. [1] Lub hom phiaj tseem ceeb ntawm kev nthuav tawm nthuav tawm yog xa xov xwm tshaj tawm thiab hom lus xa mus rau cov neeg tuaj xyuas qhua. [2]

Raws li eMarketer , Facebook thiab Twitter yuav siv 33% ntawm cov khoom siv kev lag luam ua lag luam los ntawm xyoo 2017. [3] Tsis tas li ntawd, cov duab tso tawm duab muaj eclipsed nrhiav ad hauv 2014, nrog cov kev siv nyiaj txav rau cov khoom siv ntxiv rau xyoo 2015. [4]


Txheem

[ nkaum ]


Keeb kwm [ kho ]

Txij li thaum xyoo 1990, cov kev tshwm sim hauv Internet tau hloov tag nrho txoj kev uas neeg txheeb cov ntawv tshaj xo. Raws li cov nqi hauv kev lag luam tsawg, cov ntsiab lus hauv online tau ua rau cov neeg coob coob nyob thoob ntiaj teb. [5] Qhov kev hloov no tau hloov txoj kev uas cov neeg raug tawm mus tshaj tawm thiab kev tshaj tawm thiab tau coj los tsim cov kev cai online ntawm cov lus sib tham uas cov neeg tuaj yeem ncav cuag. [6]

Thawj hom kev sib raug zoo ntawm ib lub vas sab thiab tus neeg tshaj tawm yog kev sib txuas ncaj, ncaj kev sib koom tes. Qhov kev sib koom tes no pom tau tias tus neeg muag khoom txhawb cov khoom lossis kev pab cuam them rau lub vev xaib (tseem hu ua ib tug publisher) ncaj nraim rau ib qhov nqi ntawm qhov kev txhawb nqa. Raws li lub sij hawm mus, cov neeg tshaj tawm pib pib tsim txhiab ntawm cov websites, ua rau tsheej lab ntawm cov nplooj ntawv nrog qhov tsis muaj chaw seem. Qhov no tau nce mus rau ib qho tshiab ntawm cov tuam txhab hu ua Ad Networks . [7] Lub network ua haujlwm ua ib tug broker, yuav tsis tau qhov chaw nyob ntawm ntau lub luam tawm thiab ntim lawv mus rau cov neeg tuaj muag yuav raug muag rau advertisers. Qhov no ob ntawm yawg tus neeg tshaj tawm txog kev tshaj tawm-neeg ua hauj lwm ceev nrooj tau txais cov neeg muaj txiaj ntsig raws li nws tau yooj yim thiab pab tau rau cov neeg lag luam uas feem ntau pom lawv tus kheej them nqi qis dua tsis tau txais kev pabcuam ntxiv ntawm kev sib txuas lus los ntawm kev sib txuas lus.

Qhov kev loj hlob thib peb thiab qhov loj tshaj plaws uas tsim los ntawm tus neeg tshaj tawm tswv yim-publisher ecosystem pib tshwm sim rau thaum xyoo 2000s thaum muaj kev sib luag ntawm RTB (qhov sij hawm sib tw) . Tsis tas li ntawd, hu ua programmatic bidding, RTB pub cov tuam txhab sawv cev rau cov neeg yuav khoom thiab cov neeg xa khoom kom tuaj yeem rau tus nqi los qhia ib qho rau ib tus neeg siv txhua zaus thaum muaj kev sib txuas lus. Thaum twg cov nplooj xa thaum ib tus neeg tuaj xyuas, muaj ntau txhiab tus twv ntawm cov neeg xauj khoom los ua haujlwm rau tus neeg siv ntawd, raws li txhua lub tuam txhab tus neeg algorithms. Nrog rau qhov kev hloov tshiab tshaj plaws nyob rau hauv txoj kev lag luam, ntau thiab ntau tshaj tawm raug muab muag rau ntawm ib qho kev xav tau, raws li kev tawm tsam hauv tej khoom siv.

Thawj online advertisement [ kho ]

Lub hnub yug ntawm thawj lub npe ntawm Lub Ntiaj Teb Xov Tooj Hauv Lub Ntiaj Teb yog nyob rau 27th Lub Kaum Hli 1994. Nws tau tshwm sim rau HotWired , thawj lub vas sab cov ntawv xov xwm. [8]

COCONET cov kev pabcuam hauv online tau muaj graphical online banner tawm pib hauv 1988 hauv San Diego, California.

Qhov kev pabcuam PRODIGY, tau tshaj tawm xyoo 1988, muaj kev tshaj xov xwm tawm thiab.

Qhov tseem ceeb ntawm cov ntaub ntawv tawm cov tso tawm tso [ kho ]

Ob tug menyuam kawm ntawv ntawm "Lub tsev kawm ntawv Amsterdam ntawm Kev Tshawb Fawb Kev Sib Txuas Lus ASCor" tau tshawb cov kev tshawb fawb txog cov kev tuaj yeem tshwm sim rau cov duab sib txawv. Tshwj xeeb, lawv tau txiav txim siab txog ob hom kev sib tw (cov ntaub ntawv txhawb nqa thiab lub npe advertising) kom pom tau tias cov tib neeg hnov mob thiab pom muaj ntau yam, zoo thiab tsis zoo. [9] Vim li no, nws yog ib qho tseem ceeb uas yuav tau xaiv qhov yog vim nws yuav pab ua tus tshaj plaws hauv nruab nrab. Nws tseem tau ntxiv:

  • Yees duab;

  • Cov Ntawv Tawm Zoo Tshaj Plaws ( Tshaj Tawm): cov ntaub ntawv flash uas nthuav tawm thaum tus neeg siv sib txuas ntawm mouseover (polite), los yog pib ua haujlwm (tsis yog-paub cai);

  • Overlays: cov lus tshaj tawm cov ntsiab lus saum toj saud thiab tej zaum yuav tshem tawm los ntawm txhaj rau khawm kaw;

  • Interstitials : Cov qhab nia uas tso tawm rau hauv cov nplooj ntawv web ua ntej cov kev xav tau ua ntej (ua ntej nplooj ntawv teev lus ntawm tus neeg siv kev tshuaj ntsuam);

  • Kev txhawb nqa: nrog rau ib lub logo los yog ntxiv rau ib lub hom phiaj rau tus tsim lub website. Qhov no kuj tuaj yeem raug qis dua hauv kev tshaj tawm , uas yog ib qho uas zoo ib yam li Editorial, los yog "Hauv-Pub", tab sis yeej tau them los ntawm lub advertiser [10]

Pab kom xaiv lub hom phiaj zoo dua rau hom ad, Interactive Advertising Bureau tau paub txog Lub Chaw Txuj Ci Cov Khoom Siv Hauv Portfolio uas ua haujlwm raws li cov txheej txheem uas yuav tau ua raws li cov tswv tsim tawm. [11]

  • Vertical duab plaub: 240 x 400

  • Txuas thawj coj xov xwm: 320 x 50

  • Banner: 468 x 60

  • Leaderboard: 728 x 90

  • Square: 250 x 250

  • Me me square: 200 x 200

  • Loj plaub loj: 336 x 280

  • Inject plaub hau: 300 x 250

  • Skyscraper: 120 x 600

  • Ntau skyscraper: 160 x 600

  • Ib nrab-nplooj: 300 x 600

  • Tus thawj coj loj: 970 x 90

  • Loj tus xov tooj loj: 320 x 100

  • Billboard: 970 x 250

  • Portrait: 300 x 1050





Raug web chij , qhov loj qhov 468 × 60 pixels.


Formatfordisplayadvertising.jpg

Leej twg ua haujlwm tom qab tso tawm tawm [ kho ]

Lub chaw ua hauj lwm [ edit ]

Lub tuam txhab nyiaj tau ntsib nrog tus neeg thov kom txhais cov phiaj xwm phiaj xwm kev lag luam thiab txhais cov hom phiaj no rau hauv ib qho kev qhia luv luv kom xa mus rau lub koom haum muaj tswv yim.

Muaj tswv yim department [ edit ]

Lub luag haujlwm ntawm cov creatives yog muab ib cov duab rau ib qho ad. Lawv yuav tsum paub lub tswv yim thiab txoj kev siv ntau tshaj plaws los thawb tus neeg muas zaub los yuav ib yam khoom los yog kev pabcuam. Lub tswv yim thiab kev tsim kho tshiab yuav tsum tau tsim thiab nthuav tawm ib qho kev tshaj tawm. [12]

Media Planner [ kho ]

Cov neeg yuav tsum tau ntsuam xyuas txoj kev twg uas tus neeg siv kev paub txog tag nrho cov ntaub ntawv ntawm cov ntaub ntawv pom tau. Vim li no, lawv yuav tsum kawm cov neeg siv cov lus teb rau cov suab, duab, thiab cov lus tsa suab. Lawv yuav tsum paub txog txhua yam uas tau muab siv ua txhua yam, thiab paub txog txhua yam tshiab tshaj plaws thiab kev tawm tswv yim, thiab kom pab tau tag nrho lwm lub tuam tsev kom nrhiav tau txoj kev zoo tshaj plaws kom ncav cuag cov khoom sib tw.

Cov cuab yeej uas siv xov xwm tshaj tawm yuav siv cov khoom tso tawm xws li Google Adwords Display Planner, Quantcast , ComScore , SimilarWeb , Themes, Competing, MOAT, thiab cov cuab yeej sib tw cov cuab yeej zoo li Adbeat thiab WhatRunsWhere.

Ad neeg rau zaub mov [ edit ]

Ad neeg rau zaub mov pab tswj cov khoom tso tawm. Nws yog ib qho kev siv technology (ad tech) cuab tam uas, thoob plaws hauv lub platform, tswj cov tawm thiab lawv faib. Nws yog ib qho kev pab lossis kev siv technology rau ib lub tuam txhab uas saib xyuas txhua txoj kev pabcuam hauv kev sib tw thiab tau txais cov ntaub ntawv zais nws tau faib lawv hauv ntau cov websites. [13] Cov neeg ua hauj lwm ad yog lub luag hauj lwm rau cov khoom xws li cov hnub uas lub phiaj xwm yuav tsum khiav ntawm ib lub website; qhov ua tau sai npaum li cas thaum uas yuav kis tau mus rau qhov twg thiab qhov twg (thaj chaw qhov chaw nyob hom phiaj, hom lus hom phiaj); tswj hwm tias ib qho tsis muaj kev saib xyuas los ntawm ib tug neeg siv los ntawm kev txwv cov naj npawb ntawm kev xam pom; thov kom muaj ib lub npe ntawm cov cwj pwm yav dhau los.

Muaj ntau hom ad servers. Muaj ib tug neeg ua hauj lwm ad rau cov neeg tshaj tawm uas pab lawv tso tawm ib qho tshiab ntawm lub vev xaib ntawm qhov tshaj tawm cov nqi tawm ntawm nws thiab ua raws li txoj kev loj hlob los ntawm kev teev npe seb muaj pes tsawg tus neeg siv tau. Muaj ib tug neeg ua hauj lwm ad rau advertisers uas pab lawv los ntawm kev xa cov lus tawm hauv daim ntawv ntawm HTML cim rau txhua tus neeg tshaj tawm. Nyob rau hauv no txoj kev, nws yog tau qhib lub ad nyob rau hauv txhua txhua lub caij thiab ua kev hloov ntawm zaus rau piv txwv, txhua lub sij hawm. Thaum kawg, nws muaj ib tus neeg ua hauj lwm ad rau kev sib txuas lus los ntawm cov kev sib txuas lus hauv kev sib koom ua ke uas yog lub vas sab uas yog tus neeg sau npe zwm nyiaj thiab nws yog txhua hnub.

Programmatic zaub Advertising [ kho ]

Programmatic lossis Real Time Ridding (RTB) tau hloov ua qhov kev qhia txog kev qhia tawm tau yuav thiab tau tswj nyob rau xyoo tsis ntev los no. Cov neeg ua lag luam yuav tsum tswj lawv cov kev ua ub no los ntawm kev siv lub tshuab xa tawm (Kev Sab Platform) thiab twv kom tshaj tawm rau cov neeg nyob hauv lub sijhawm ntawm ntau lub vas sab raws li cov phiaj xwm txheej.

Txoj kev ntawm kev tshaj tawm tau ceev ceev hauv cov chaw zoo li nws tso cai rau ntau tshaj tswj rau lub advertiser (los yog qhov chaw ua hauj lwm) thiab txhais tau hais tias lawv tuaj yeem tswj tus neeg uas lawv tshaj tawm es tsis yog lub website xwb. Nws tau ua kev hem thawj rau cov neeg teb xov tooj thiab feem ntau tus nqi them rau kev tshaj tawm rau hauv txoj kev no yog tsawg tshaj li qub qub thiab yog li qhov peev xwm ua tau rau lawv raug txo.

Programmatic tsis yog tsis muaj nws cov teeb meem tab sis yog tsis muaj cov tswv yim tsim nyog tau tuaj yeem tiv thaiv cov ntsiab lus tsis tau txais lossis cov xov xwm tsis tsim nyog. Qhov teeb meem no tau tshwm sim ua ntej hauv xov xwm hauv Feb 2017 [14] thaum lub advertisers nyob rau Youtube tau pom tias muaj kev qhia txog kev ua phem rau cov websites thiab cov xov xwm cuav. raws li ib tug xov tooj ntawm cov loj tshaj advertisers paused tag nrho ntawm lawv cov online advertising kom txog thaum lawv yuav muab qhov kev tsim nyog ntsuas nyob rau hauv qhov chaw los mus tiv thaiv qhov tshwm sim dua.