2014年Q1长安标致雪铁龙DS 数字营销媒体投放效果评估报告
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手机端Mobile -凤凰新闻ifeng news、网易新闻netease news、腾讯新闻tencent news、多盟domob 其他Other -速航starring media
目标Objective：
• • • 门户Portal -增强DS 5LS品牌及产品形象，推动新车上市 Build DS 5LS image and drive DS 5LS launch. 垂直Vertical -大面积曝光新车，精准收集销售线索 Create awareness and collect core leads. 手机端Mobile -最大化曝光新车上市，同时选择用户活跃度高且覆盖高的手机端媒体来增强DS 5LS品牌及产品知名度并收集销售线索Choose high TGI & coverage APP to strengthen DS 5LS awareness and collect leads.
Teaser 3.14-3.28
Display
OTV
着重在DS重点市场北京,上海,深圳,成 都 PC+Pad端曝光前贴片，引起目标受众关注， 为新车上市造势 Focus on key markets in BJ, SH, SZ, CD PC + Pad exposure , and cause TA attent汇总Media Type Performance Summary
• • 门户点击完成率最高，同时CPM也较高，由于在上市前期，着重投放了大流量点位曝光新车上市，同时点击表现优 异，如凤凰-咨询首页浮层Portal sites has high click% and CPM because we choose high traffic positions for launch campaign. Such as Ifeng news homepage banner. 垂直媒体CPM完成数比预估低将近一半，由于易车和汽车之家网站自身流量较高，同时在上市投放阶段着重选择首 页通栏、天幕广告等大曝光点位Vertical sites has 50% lower CPM than est. cause the PV of Bitauto & Autohome is higher among all the vertical sites and we choose position such as homepage banner. 移动媒体CPM最低，主要选择用户活跃度高且覆盖高的APP，如驾考宝典 Mobile APP has low CPM cause we choose high TGI & coverage APP such as Jiakao baodian.
Planned
%
0.20%
0.14%
147%
2,669
20,000
13%
DS
*leads为清洗后数据，包括网络所有媒体数据，目前活动已进行13% *leads are qualified data, included all digital media. Now the campaign 5 has finished 13% ，
400% 300% 200% 100% 0% 313% 90% 243%
•
180%
+/- CPM
40% 0% -40% -80%
DS
7
CAPSA
媒体投放效果Display Media Performance -Click% & CPC
•
•
•
门户媒体中，新浪和凤凰点击完成率高，由于新浪选择了国内新闻内页点位以及凤凰选择了咨询首页浮层广告，使 整体点击完成率较好Sina & ifeng has high click% cause positions delivered high traffic. 垂直媒体中，汽车之家有专题投放，故点击完成率较高；太平洋汽车未能完成预估是由于首页可触发式通栏广告未 能完成预估 Autohome produced a special column, so click is higher. Pcauto has not finished estimate click because homepage banner did not deliver. 移动端网易新闻点击完成率较高是由于配送PC端新闻频道文章内页点位，使整体点击完成率高 Netease APP has higher click% due to the bonus position of news channel article inner page.
Planned
%
632,152,875
465,658,200
CPM
135.8%
1,255,914
631,113
CPC
199%
Actual
¥7.87
Planned
¥10.69 CTR
+/-26%
Actual
Planned
+/-50%
¥3.96
¥7.89
Leads
Actual
Planned
%
Actual
实际CTR CTR 达标率 Act. CTR Ach% CTR
0.28% 0.18% 0.18% 624.73% 94.57% 120.20%
DS
凤凰 咨询首页 浮层 click 1444%
6
驾考宝典 imp1026%
CAPSA
媒体投放效果Display Media Performance –IMP% & CPM
项目名称Campaign：DS 5LS上线活动 DS 5LS Launch
数据时间Period：2014.3.29 – 2014.4.13 项目媒体Media：
• 门户Portal -新浪sina、搜狐sohu、凤凰ifeng、腾讯tencent、网易netease
•
• •
垂直Vertical -汽车之家autohome、易车bitauto、爱卡xcar、太平洋汽车pcauto
DS
官网Brand Site 活动网站Campaign Site 电子报E-newsletter 网络媒体广告Online Media Banner
2 CAPSA
网络投放行程Digital Flow
Launch 3.29-4.13
增加品牌知名度并带动活动网站流量，同 时收集销售线索Create awareness & Drive traffic to campaign site to collect leads
Act. CPC
¥ 3.53 ¥ 4.41 ¥ 3.80
+/CPC
-85% -37% -33%
Est. CPM
¥ 10.62 ¥ 13.08 ¥ 8.41
Act. CPM
¥ 9.71 ¥ 7.82 ¥ 6.80
+/- 预估 CTR CPM Est. CTR
-9% -40% -19% 0.04% 0.19% 0.15%
网络视频部分OTV Format Review
投放回顾Recap 预热阶段Teaser Period 上市阶段Launch Period
搜索部分SEM Format Review 投放回顾Recap 关键词部分Keywords Part 品专部分Brandzone Part 官网&活动网站部分Brand Site & Campaign Site Review
DS 4 其他Other -在旅游高峰期密集投放 Launch during travelling period
•
CAPSA
• •
硬广投放效果总览Display Performance Overview
Impressions Actual Planned % Actual Clicks
Impressions/clicks and CTR increased. CPM/CPC decreased. Leads KPI- 13% (finished) /13% (Campaign Progress)
• • 门户曝光完成率较平均，都在100%以上，其中凤凰相对较好Portal imp% are all over 100%. And ifeng has the highest imp%. 垂直媒体中易车曝光完成率最高，且CPM下降最多，由于易车的首页顶部通栏1点位曝光完成率最高，使整体曝光完 成都较好；爱卡由于4月改版，导致部分网站流量未能被监测，所以未能完成预估曝光Bitauto has the highest imp% and reduced the most CPM cause the homepage top banner 1 has the highest imp%. Xcar has not finished PV cause website reformat – vendor will compensate. 移动端网易新闻曝光完成率较高是由于配送PC端新闻频道文章内页点位，使整体曝光完成率高 Netease APP has higher imp% due to the bonus position of news channel article inner page. IMP%
1500% 1000% 500% 0% 783%
1254%
Click%
328% 93%
483%
40%
+/- CPC
0%
-40% -80% -120%
DS
8
CAPSA
各媒体从广告向活动网站转化的表现 Site Performance by Media
•汽车之家、凤凰和凤凰新闻带来的访问次数在各自的媒体类型中是最高的 •Autohome, iFeng and iFeng News contributed the most visits within their own media categories •汽车之家的“首页-通栏1.1（3轮播）”点位的着陆率（48%）拉低了其整体的着陆率表现 •Position “homepage-banner 1.1（1/3）”of Autohome below average landing rate •凤凰的“资讯-首页-浮层（两轮播）”位置的着陆率（45%）拉低了其整体的着陆率表现 •Position of “information-homepage-Floating（1/2） “ of iFeng below average landing rate
Est. CPC
¥ 24.09 ¥ 6.98 ¥ 5.64
•
媒体类型 净价 曝光达标率 点击达标率 Media Type Net Cost Imp% Click%
门户网站Portal ¥ 1,296,000 垂直网站 Vertical 移动网站&其他 Mobile APP&Other ¥ 2,215,000 ¥ 1,466,337 109% 167% 124% 683% 158% 149%
SEM
品专Brand zone:向关注DS品牌的用户，建 立品牌形象及传递最新品牌活动信息 Build up brand image and deliver latest brand event information
DS 3 CAPSA
硬广部分投放回顾Display Launch Campaign Recap
Visits
Performance by Media
Landing Rate
DS
13
CAPSA
各媒体从广告向活动网站转化的表现 Site Performance by Media
包剧合作以覆盖全国最大化曝光，同时精选重 点城市定向投放，扩大整体覆盖 Maximize awareness by national program buy, and Local buy
关键词Keywords:通过关键词的购买和引导，将更多的用户带到官网以及活动网站 Dominate keywords to increase traffic to brand site and campaign site
Digital Performance Review 3.14-4.13
2014/4/21
目录Agenda
网络投放行程Digital Campaign Flow
硬广部分Display Format Review
投放回顾Recap 媒体投放效果Media Performance Result
目标Objective：
• • • 门户Portal -增强DS 5LS品牌及产品形象，推动新车上市 Build DS 5LS image and drive DS 5LS launch. 垂直Vertical -大面积曝光新车，精准收集销售线索 Create awareness and collect core leads. 手机端Mobile -最大化曝光新车上市，同时选择用户活跃度高且覆盖高的手机端媒体来增强DS 5LS品牌及产品知名度并收集销售线索Choose high TGI & coverage APP to strengthen DS 5LS awareness and collect leads.
Teaser 3.14-3.28
Display
OTV
着重在DS重点市场北京,上海,深圳,成 都 PC+Pad端曝光前贴片，引起目标受众关注， 为新车上市造势 Focus on key markets in BJ, SH, SZ, CD PC + Pad exposure , and cause TA attent汇总Media Type Performance Summary
• • 门户点击完成率最高，同时CPM也较高，由于在上市前期，着重投放了大流量点位曝光新车上市，同时点击表现优 异，如凤凰-咨询首页浮层Portal sites has high click% and CPM because we choose high traffic positions for launch campaign. Such as Ifeng news homepage banner. 垂直媒体CPM完成数比预估低将近一半，由于易车和汽车之家网站自身流量较高，同时在上市投放阶段着重选择首 页通栏、天幕广告等大曝光点位Vertical sites has 50% lower CPM than est. cause the PV of Bitauto & Autohome is higher among all the vertical sites and we choose position such as homepage banner. 移动媒体CPM最低，主要选择用户活跃度高且覆盖高的APP，如驾考宝典 Mobile APP has low CPM cause we choose high TGI & coverage APP such as Jiakao baodian.
Planned
%
0.20%
0.14%
147%
2,669
20,000
13%
DS
*leads为清洗后数据，包括网络所有媒体数据，目前活动已进行13% *leads are qualified data, included all digital media. Now the campaign 5 has finished 13% ，
400% 300% 200% 100% 0% 313% 90% 243%
•
180%
+/- CPM
40% 0% -40% -80%
DS
7
CAPSA
媒体投放效果Display Media Performance -Click% & CPC
•
•
•
门户媒体中，新浪和凤凰点击完成率高，由于新浪选择了国内新闻内页点位以及凤凰选择了咨询首页浮层广告，使 整体点击完成率较好Sina & ifeng has high click% cause positions delivered high traffic. 垂直媒体中，汽车之家有专题投放，故点击完成率较高；太平洋汽车未能完成预估是由于首页可触发式通栏广告未 能完成预估 Autohome produced a special column, so click is higher. Pcauto has not finished estimate click because homepage banner did not deliver. 移动端网易新闻点击完成率较高是由于配送PC端新闻频道文章内页点位，使整体点击完成率高 Netease APP has higher click% due to the bonus position of news channel article inner page.
Planned
%
632,152,875
465,658,200
CPM
135.8%
1,255,914
631,113
CPC
199%
Actual
¥7.87
Planned
¥10.69 CTR
+/-26%
Actual
Planned
+/-50%
¥3.96
¥7.89
Leads
Actual
Planned
%
Actual
实际CTR CTR 达标率 Act. CTR Ach% CTR
0.28% 0.18% 0.18% 624.73% 94.57% 120.20%
DS
凤凰 咨询首页 浮层 click 1444%
6
驾考宝典 imp1026%
CAPSA
媒体投放效果Display Media Performance –IMP% & CPM
项目名称Campaign：DS 5LS上线活动 DS 5LS Launch
数据时间Period：2014.3.29 – 2014.4.13 项目媒体Media：
• 门户Portal -新浪sina、搜狐sohu、凤凰ifeng、腾讯tencent、网易netease
•
• •
垂直Vertical -汽车之家autohome、易车bitauto、爱卡xcar、太平洋汽车pcauto
DS
官网Brand Site 活动网站Campaign Site 电子报E-newsletter 网络媒体广告Online Media Banner
2 CAPSA
网络投放行程Digital Flow
Launch 3.29-4.13
增加品牌知名度并带动活动网站流量，同 时收集销售线索Create awareness & Drive traffic to campaign site to collect leads
Act. CPC
¥ 3.53 ¥ 4.41 ¥ 3.80
+/CPC
-85% -37% -33%
Est. CPM
¥ 10.62 ¥ 13.08 ¥ 8.41
Act. CPM
¥ 9.71 ¥ 7.82 ¥ 6.80
+/- 预估 CTR CPM Est. CTR
-9% -40% -19% 0.04% 0.19% 0.15%
网络视频部分OTV Format Review
投放回顾Recap 预热阶段Teaser Period 上市阶段Launch Period
搜索部分SEM Format Review 投放回顾Recap 关键词部分Keywords Part 品专部分Brandzone Part 官网&活动网站部分Brand Site & Campaign Site Review
DS 4 其他Other -在旅游高峰期密集投放 Launch during travelling period
•
CAPSA
• •
硬广投放效果总览Display Performance Overview
Impressions Actual Planned % Actual Clicks
Impressions/clicks and CTR increased. CPM/CPC decreased. Leads KPI- 13% (finished) /13% (Campaign Progress)
• • 门户曝光完成率较平均，都在100%以上，其中凤凰相对较好Portal imp% are all over 100%. And ifeng has the highest imp%. 垂直媒体中易车曝光完成率最高，且CPM下降最多，由于易车的首页顶部通栏1点位曝光完成率最高，使整体曝光完 成都较好；爱卡由于4月改版，导致部分网站流量未能被监测，所以未能完成预估曝光Bitauto has the highest imp% and reduced the most CPM cause the homepage top banner 1 has the highest imp%. Xcar has not finished PV cause website reformat – vendor will compensate. 移动端网易新闻曝光完成率较高是由于配送PC端新闻频道文章内页点位，使整体曝光完成率高 Netease APP has higher imp% due to the bonus position of news channel article inner page. IMP%
1500% 1000% 500% 0% 783%
1254%
Click%
328% 93%
483%
40%
+/- CPC
0%
-40% -80% -120%
DS
8
CAPSA
各媒体从广告向活动网站转化的表现 Site Performance by Media
•汽车之家、凤凰和凤凰新闻带来的访问次数在各自的媒体类型中是最高的 •Autohome, iFeng and iFeng News contributed the most visits within their own media categories •汽车之家的“首页-通栏1.1（3轮播）”点位的着陆率（48%）拉低了其整体的着陆率表现 •Position “homepage-banner 1.1（1/3）”of Autohome below average landing rate •凤凰的“资讯-首页-浮层（两轮播）”位置的着陆率（45%）拉低了其整体的着陆率表现 •Position of “information-homepage-Floating（1/2） “ of iFeng below average landing rate
Est. CPC
¥ 24.09 ¥ 6.98 ¥ 5.64
•
媒体类型 净价 曝光达标率 点击达标率 Media Type Net Cost Imp% Click%
门户网站Portal ¥ 1,296,000 垂直网站 Vertical 移动网站&其他 Mobile APP&Other ¥ 2,215,000 ¥ 1,466,337 109% 167% 124% 683% 158% 149%
SEM
品专Brand zone:向关注DS品牌的用户，建 立品牌形象及传递最新品牌活动信息 Build up brand image and deliver latest brand event information
DS 3 CAPSA
硬广部分投放回顾Display Launch Campaign Recap
Visits
Performance by Media
Landing Rate
DS
13
CAPSA
各媒体从广告向活动网站转化的表现 Site Performance by Media
包剧合作以覆盖全国最大化曝光，同时精选重 点城市定向投放，扩大整体覆盖 Maximize awareness by national program buy, and Local buy
关键词Keywords:通过关键词的购买和引导，将更多的用户带到官网以及活动网站 Dominate keywords to increase traffic to brand site and campaign site
Digital Performance Review 3.14-4.13
2014/4/21
目录Agenda
网络投放行程Digital Campaign Flow
硬广部分Display Format Review
投放回顾Recap 媒体投放效果Media Performance Result