Kupangitsanso zotsatsa kukhala zosangalatsa: tsogolo lazotsatsa

"Kupanga popanda njira kumatchedwa 'luso'. Kuchita zinthu mwanzeru kumatchedwa 'kusatsa malonda.'”—Jef I. Richards

Ukadaulo wapa digito waphulika pazaka makumi awiri zapitazi. Tsopano, m'malo mowonera kanema wawayilesi, anthu amawonera zomwe zili pamakompyuta awo, mafoni am'manja, mapiritsi, ndi mawotchi anzeru. Kutsatsira ndi chizolowezi ndipo intaneti imakhala ndi zinthu zambiri. Otsatsa akhala ndi vuto losintha mapulatifomu atsopanowa. Chiyambireni kutsatsa kwa zikwangwani kumayambiriro kwa zaka zana zapitazi, zatsopano zazing'ono zalowa mumitundu ina yotsatsa yomwe ingagwire ntchito pa digito. Pali zotsatsa zotsatsa pa YouTube, koma anthu ambiri amadina "Dumphani". AdBlock ndiyotchuka ndipo anthu ali okonzeka kulipira kulembetsa kuletsa zotsatsa. Poyang'anizana ndi kutaya gulu la omvera awo, otsatsa angabwezeretse bwanji? Yankho ndikutsatsa malonda.

Kodi kutsatsa kolumikizana ndi chiyani?

Kutsatsa kwapakatikati ndi mtundu uliwonse wotsatsa komwe ogulitsa amalumikizana ndi ogula. Kutsatsa kulikonse komwe kumakhudza ogula mwachindunji kapena mosalunjika pa kampeni ndi otsatsa omwe amagwiritsa ntchito mayankhowo kuti apange zotsatsa zamakonda awo ndizochitika. Ngati tikufuna kudziwa zambiri zaukadaulo, Journal of Interactive Advertising imalongosola kuti "nthawi yomweyo wobwereza njira yomwe zosowa ndi zokhumba za ogula zimawululidwa, kukwaniritsidwa, kusinthidwa ndi kukhutitsidwa ndi kampani yoperekayo." Izi zikutanthauza kuti powonetsa mobwerezabwereza zotsatsa zosiyanasiyana ndikusonkhanitsa zomwe zayankhidwa, otsatsa amatha kugwiritsa ntchito zomwe apeza kuti pamapeto pake awonetse zotsatsa zomwe omvera awo akufuna kuwona. The Interactive Advertising Bureau yaku Australia akuwonjezera kuti mabendera, Thandizo, imelo, kusaka kwa mawu osakira, referrals, malipiro a slotting, zotsatsa zamagulu ndi zotsatsa zapawailesi yakanema zimayenderana ngati zigwiritsidwa ntchito m'njira yokopa chidwi. Kodi njira yochititsa chidwi imeneyi ikusiyana bwanji ndi zimene zinkachitika kale?

Interactive vs zotsatsa zachikhalidwe

Kusiyana pakati pa kutsatsa kwapang'onopang'ono ndi zomwe zimatchedwa 'zachikhalidwe' zotsatsa ndikuti choyamba chimakhudza kuwongolera zomwe mumawonetsa kwa anthu osiyanasiyana. M'mbuyomu, otsatsa adatengera mtundu wanthawi zambiri, ndikuchulukitsa owonera mobwerezabwereza ndi chiyembekezo kuti m'modzi waiwo angatsatire. Izi zinali zomveka chifukwa panalibe njira yodziwira zotsatsa zomwe anthu amawonera komanso zomwe amawonera. Sizili ngati otsatsa amatha kuyang'anira anthu kuchokera pa TV kapena mawailesi awo.

Ndi zotsatsa zapaintaneti, otsatsa amatha kusonkhanitsa zambiri zamitundu yosiyanasiyana pojambulitsa kuchuluka kwa ogula omwe adadina pa malonda ena kapena omwe ogula adawonera kutsatsa koyambirira, mwachitsanzo. Pogwiritsa ntchito makeke, amathanso kupanga mbiri ya omvera awo kutengera mawebusayiti omwe amakonda. Otsatsa amatha kugwiritsa ntchito mavoti ndi ogula pazama TV kuti azilumikizana mwachindunji ndi ogula kuti athe kudziwa zomwe angawatumize.

Kunena mwachidule, chitsanzo chakale chimadziwitsa, kukumbutsa, ndi kukopa, pamene chatsopanocho chikuwonetsa, chophatikizapo, ndi kupatsa mphamvu ogula ndi zosankha. Chitsanzo chakale chimaphatikizapo kuwononga ndalama pa malonda omwe omvera angatayire. Njira yatsopano yotsatsira malonda ikuthandiza otsatsa kuyandikira pafupi ndi maloto owonetsa malonda omwe anthu akufuna kuwona. Ngati malonda aliwonse apangidwa kuti agwirizane ndi omvera kuti abwezere zambiri, ndiye kuti ndalama zochepa zimatha kutayika ndipo ndalama zambiri zitha kupanga zotsatsa zabwino zomwe zingasangalatse omvera m'malo mowapatsa chilimbikitso. AdBlock.

Momwe kutsatsa pa intaneti kumagwirira ntchito

Otsatsa amagula kuchuluka kwa nthawi yanu kuti akuwonetseni zotsatsa. Izi zimatsatiridwa ndi CPM-RATE kapena mtengo pa chikwi. Mu 2015, CPM-RATE inali $30 pa zikwi owonera. Izi zikutanthauza kuti wogulitsa adalipira masenti 3 kuti awonetse kutsatsa kwachiwiri kwa 30 kwa wina. Chifukwa cha izi, ndizomveka kuti wowonera asankhe kubweza nthawi yake pogula zolembetsa zopanda zotsatsa chifukwa zimawononga ndalama zomwe otsatsa amalipira kuti awawonetse zotsatsa zosasangalatsa.

“Malonda ndi kugulira pawailesi yakanema kumayamikira kuthekera kwachisamaliro,” wotsatsira zamtsogolo Joe Marchese akutero. Izi zikutanthauza kuti ndizotsika mtengo kugula ufulu wowonetsa kutsatsa kwapakatikati kwa anthu ambiri momwe mungathere ndikuyembekeza kuti uthenga wamalondawo ukhalabe kwa munthu m'modzi. Ndi makamaka chitsanzo chakale cha malonda pa nsanja osiyana. Ndi kutsatsa kwapang'onopang'ono, otsatsa amatha kutsimikizira chidwi cha anthu pazotsatsa zawo popanga kuchuluka kwazomwe zimayang'ana omvera awo. Ngati malonda ochepera apangidwa, CPM-RATE imakwera, koma zotsatira zake ndikupanga zotsatsa zomwe ogula amapeza kuti ndizosangalatsa komanso zosangalatsa kamodzi. Kuti zimenezi zitheke, nchiyani chimene chimagwira ntchito ndi chimene sichili?

Zimakhutira kwambiri

Malonda a pre-roll nthawi zonse amakhala ndi chidwi, koma pali chitsanzo chapadera. Pa YouTube, Zotsatsa za Geico zosatha ili ndi zinthu zapadera zomwe zidakhala mutu womwe ukutsogola. Izi zikuwonetsa kuti zinthu zazikulu zimagwira ntchito nthawi zonse. Pietro Gorgazzini, wopanga nsanja yotsatsa ya Smallfish.com, akuti ndi ntchito ya otsatsa kupanga "zambiri zomwe ife monga ogula tingakhale okonzeka kulipirira." Amagwiritsa ntchito Kanema wa LEGO monga chitsanzo, popeza ndi malonda akuluakulu omwe adapeza phindu lalikulu kwa LEGO.

Makanema abwino omwe amayenda pa YouTube ndi nsanja zina ndi njira yotsatsira yomwe yatsimikizira kuti ndi yothandiza kwambiri. New Zealand Transport Agency idatulutsa kanema wa masekondi 60 otchedwa “Zolakwa” pa TV. Kanemayu akuwunika njira yatsopano yokhudzana ndi chitetezo cha pamsewu, momwe sizokhudzira kuthamanga kwanu koma kuthamanga kwa madalaivala ena omwe muyenera kusamala nawo. Chifukwa imawerengedwa ngati filimu yayifupi yamphamvu, ndi kanema yemwe adawonedwa kwambiri ku New Zealand konse, ndipo maiko ambiri sanangolimasulira koma anapanga matembenuzidwe awoawo kuti asonyeze kwa anthu awo.

Kutsatsa komwe kumatha kudutsa malire kupita ku zosangalatsa ndi njira yotsimikizika yosiyira chidwi ndikupanga zokambirana pazomwe zawonedwa komanso kutanthauzira kwake kosiyanasiyana. Kutsatsa kwapang'onopang'ono kungasinthe kukhala zinthu zomwe sitingathe kuzisiyanitsa ndi zosangulutsa zanthawi zonse koma zogwira mtimanso kuti zisiyanitse chidwi ndi ogula.

Digital imatenga misewu

Kuphatikizira zinthu za digito pamakampeni apamsewu kwakhala kothandiza pamakampeni angapo otsatsa padziko lonse lapansi. Mwachitsanzo, kulimbikitsa Masewera a SingStar Playstation 4 ku Belgium, galimoto yamoto yamoto yokulirapo inayenda mozungulira umodzi mwa mizinda yake ikuluikulu. Kukwera kwa limousine kunali kwaulere bola okwerawo amaimba nyimbo. Mawu awo adafalitsidwa m'misewu ndipo machitidwe adagawidwa pa Facebook. Zochita zabwino kwambiri zidasinthidwa ndikuyikidwa pa YouTube. Kampeniyi idapanga chidziwitso pamasewerawa kuchokera ku 7% mpaka 82%, zomwe zimapangitsa kuti malonda achuluke.

Ku China, kampeni yakumwa zakumwa zamphamvu za Mulene Zinaphatikizapo kupatsa ogula achichepere ma T-shirt okhala ndi zithunzi za LED zomwe zidayatsidwa ndi kutentha kwa thupi kuti athe kuvala pothamanga usiku. Ogula adalandira malaya potsitsa pulogalamu. Iwo adayika zithunzi zawo pa Weibo ndipo zithunzi zambiri zomwe adagawana, m'pamenenso anali ndi mwayi wolandila makuponi azinthu zaulere za Mulene. Zowona, kampeniyi idapangitsa kuti ogula ambiri agule zinthu za Mulene.

Pogwiritsa ntchito mokwanira malo ochezera a pa Intaneti pamodzi ndi makampeni osangalatsa a mumsewu, otsatsa adzatha kuyanjana ndi ogula omwe atayika a achinyamata omwe akanatha kuletsa malonda pa intaneti.

Zamakono zatsopano ndi kutsatsa

Kugwiritsa ntchito ukadaulo wotsogola kuti mulimbikitse kampeni yotsatsa ndichifungulo chamtsogolo pakutsatsa kolumikizana. Kuti mupeze msika wazaka 18-35 waku Romania, telecom Orange adapanga pulogalamu zomwe zinalola maanja a Tsiku la Valentine kujambula ndi kutumiza phokoso la kugunda kwamtima kwa okondedwa awo. Pochita izi, ogwiritsa ntchito adapeza data yaulere ya Mbs yomwe inali 10X kugunda kwamtima kwawo. Kuti alengeze pulogalamuyi, Orange adagwiritsanso ntchito zotsatsa zapamwamba kwambiri pomwe ogwiritsa ntchito amatha kukankhira mabatani awiri kuti alembe kugunda kwa mtima wawo, zikwangwani zowonetsera panja, pamodzi ndi zikwangwani komanso kutsatsa kwapa media. Pulogalamuyi idatsitsidwa nthawi 583,000 ndipo 2.8 miliyoni GB ya data yaulere idapezedwa ndi makasitomala aku Orange.

Izi zikuwonetsa kuti zatsopano zaukadaulo zidzagwiritsidwa ntchito ndi otsatsa kuti akope chidwi ndi omvera awo. Popeza zipangizo zamakono zikukula mofulumira monga momwe zilili, otsatsa adzalandira mwayi waumisiri wamakono powagwirizanitsa ndi malonda awo.

Chiwonetsero cha TV

Channel 4 ikhazikitsa zotsatsa zoyambira zaku Britain TV. Yotulutsidwa koyamba pa TV yake yotsatsira ndi TV player Roku, zotsatsazi zilola owonera kusankha zotsatsa zosiyanasiyana, kuwonera zina zowonjezera ndikugula zinthu zomwe zimalengezedwa kudzera mukudina-kugula. Izi zidzatengera kuyanjana kwa chinsalu chachikulu ndipo zidzapanga zambiri pa ogula omwe amaonera TV kunja kwa zipangizo zawo.