{"id":43260,"date":"2017-07-10T07:06:41","date_gmt":"2017-07-10T07:06:41","guid":{"rendered":"https:\/\/tradetracker.com\/?p=43260\/"},"modified":"2020-06-24T13:29:24","modified_gmt":"2020-06-24T13:29:24","slug":"real-attribution-insights-premium-display","status":"publish","type":"post","link":"https:\/\/tradetracker.com\/pl\/real-attribution-insights-premium-display\/","title":{"rendered":"Real Attribution Insights – Jak zwi\u0119kszy\u0107 eCPM w kampaniach efektywno\u015bciowych?"},"content":{"rendered":"

Real Attribution Insights<\/h2>\n

W ubieg\u0142ym tygodniu Deloitte opublikowa\u0142 raport na temat programmatic marketingu. Opr\u00f3cz sta\u0142ego wzrostu udzia\u0142u reklamy programmatic w torcie reklamowym obserwowalny jest r\u00f3wnie\u017c spadek eCPM wykorzystywanej w tych dzia\u0142aniach reklamy banerowej. W 2016 roku efektywny koszt 1000 ods\u0142on zmniejszy\u0142 si\u0119 o 20% osi\u0105gaj\u0105c \u015bredni poziom 0,62 EUR. Ro\u015bnie tylko eCPM wysokiej jako\u015bci powierzchni premium, sprzedawanych najcz\u0119\u015bciej jako Private Marketplace. Reszta zasob\u00f3w jest sprzedawana po coraz ni\u017cszej cenie ods\u0142ony. Realna Atrybucja umo\u017cliwia znacz\u0105cy wzrost tych stawek.<\/p>\n

Wydawcy niech\u0119tnie emituj\u0105 display w kampaniach efektywno\u015bciowych<\/h2>\n

Wydawcy zdaj\u0105 sobie spraw\u0119, \u017ce stracili kontrol\u0119 nad kampaniami realizowanymi w modelu programmatic, a w konsekwencji spad\u0142y ich przychody i eCPM z placement\u00f3w innych ni\u017c premium. Aby odzyska\u0107 kontrol\u0119, wdro\u017cyli r\u00f3\u017cne narz\u0119dzia, od aktywacji mened\u017cera wydajno\u015bci do konfigurowania prywatnych ofert i strategii ustalania stawek w nag\u0142\u00f3wku.<\/p>\n

\"Real<\/p>\n

Jednak wi\u0119kszo\u015b\u0107 wydawc\u00f3w premium nadal niech\u0119tnie akceptuje kampanie rozliczane w modelach CPA. Nawet kampanie CPC maj\u0105 bardzo niskie priorytety i rzadko s\u0105 cz\u0119\u015bci\u0105 strategicznego planu sprzeda\u017cy. Jest to zrozumia\u0142e, gdy\u017c standardowy model \u201elast click win\u201d nie pozwala na generowanie wysokich eCPM kreacjom display, kt\u00f3re zazwyczaj pojawiaj\u0105 si\u0119 na wczesnym etapie \u015bcie\u017cek konwersji.<\/p>\n

TradeTracker zwi\u0119ksza eCPM w kampaniach z Realna Atrybucj\u0105<\/h2>\n

Realna atrybucja wprowadzona w TradeTracker rozwi\u0105zuje ten problem, zwi\u0119kszaj\u0105c eCPM kreacji display rozliczanych w modelach efektywno\u015bciowych. Podzia\u0142 prowizji pomi\u0119dzy wielu wydawc\u00f3w wyst\u0119puj\u0105cych na \u015bcie\u017cce konwersji umo\u017cliwia sprawiedliwe ich wynagradzanie, w zale\u017cno\u015bci od zaanga\u017cowania w wygenerowanie danej transakcji. Reklamodawcy mog\u0105 dobra\u0107 najlepiej dopasowany model wynagradzania wydawc\u00f3w, premiuj\u0105cych wydawc\u00f3w premium, poprzez:<\/p>\n

    \n
  1. Wykorzystanie modelu pozycyjnego<\/strong> (model ujmowania w kszta\u0142cie litery U), kt\u00f3ry deleguje wi\u0119ksz\u0105 warto\u015b\u0107 do inicjatora i konwertera;<\/li>\n
  2. Zr\u00f3\u017cnicowania udzia\u0142u przyznawanej prowizji poprzez wy\u017csze nagradzanie witryn tematycznych<\/strong> w stosunku do pozosta\u0142ych.<\/li>\n<\/ol>\n

    Pierwsi wydawcy premium, kt\u00f3rzy zacz\u0119li promowa\u0107 kampanie efektywno\u015bciowe z aktywn\u0105 Realn\u0105 Atrybucj\u0105, zaobserwowali a\u017c trzykrotny wzrost eCPM, w stosunku do \u015bredniego poziomu eCPM generowanego na ich powierzchniach display do tej pory. Dodatkowo eCPM b\u0119dzie r\u00f3s\u0142 z up\u0142ywem czasu, poniewa\u017c niekt\u00f3re z tych kampanii maj\u0105 120-dniowe okno atrybucji. Oznacza to, \u017ce nadal mog\u0105 zarabia\u0107 na kontaktach reklamowych sprzed 2 miesi\u0119cy. Innym aspektem, podkre\u015blanym przez wydawc\u00f3w, jest fakt, \u017ce odzyskali kontrol\u0119 nad kampani\u0105. To wydawcy mog\u0105 teraz decydowa\u0107, kt\u00f3re kampanie maj\u0105 si\u0119 wy\u015bwietla\u0107, gdzie i z jak\u0105 cz\u0119stotliwo\u015bci\u0105, a jednocze\u015bnie optymalizowa\u0107 efektywno\u015b\u0107 kampanii, a co za tym idzie, w\u0142asne eCPM.<\/p>\n

    Kluczowe wnioski wydawc\u00f3w premium, kt\u00f3rzy promuj\u0105 kampanie z Realn\u0105 Atrybucj\u0105<\/strong><\/h2>\n

    \u2022 Kampanie powinny oferowa\u0107 wydawcom prowizj\u0119 w oparciu o atrybucj\u0119, realna warto\u015b\u0107 danego touch-point\u2019u w ca\u0142ej \u015bcie\u017cce konwersji;
    \n\u2022 Zacznij od kampanii dobrze dopasowanych do twoich u\u017cytkownik\u00f3w i kontentu strony. Masz pe\u0142n\u0105 kontrol\u0119 gdzie i jak promowa\u0107 kampani\u0119.<\/p>\n

    Ty te\u017c mo\u017cesz uwolni\u0107 potencja\u0142 swoich kampanii efektywno\u015bciowych dzi\u0119ki Real Attribution! Dowiedz si\u0119 wi\u0119cej na real attribution<\/a>.<\/p>\n

    \n","protected":false},"excerpt":{"rendered":"

    Real Attribution Insights W ubieg\u0142ym tygodniu Deloitte opublikowa\u0142 raport na temat programmatic marketingu. Opr\u00f3cz sta\u0142ego wzrostu udzia\u0142u reklamy programmatic w torcie reklamowym obserwowalny jest r\u00f3wnie\u017c spadek eCPM wykorzystywanej w tych dzia\u0142aniach reklamy banerowej. W 2016 roku efektywny koszt 1000 ods\u0142on zmniejszy\u0142 si\u0119 o 20% osi\u0105gaj\u0105c \u015bredni poziom 0,62 EUR. Ro\u015bnie tylko eCPM wysokiej jako\u015bci powierzchni […]<\/p>\n","protected":false},"author":69,"featured_media":43261,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[44],"class_list":["post-43260","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tradetracker-news-pl"],"yoast_head":"\nReal Attribution Insights - Jak zwi\u0119kszy\u0107 eCPM w kampaniach efektywno\u015bciowych? - TradeTracker.com | Affiliate Marketing | Performance Marketing<\/title>\n<meta name=\"description\" content=\"Real Attribution w TradeTracker zwi\u0119ksza eCPM kreacji display rozliczanych w modelach efektywno\u015bciowych, sprawiedliwie wynagradzaj\u0105c wydawc\u00f3w.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tradetracker.com\/pl\/wp-json\/wp\/v2\/posts\/43260\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Real Attribution Insights - Jak zwi\u0119kszy\u0107 eCPM w\" \/>\n<meta property=\"og:description\" content=\"Real Attribution w TradeTracker zwi\u0119ksza eCPM kreacji display\" \/>\n<meta property=\"og:url\" content=\"https:\/\/tradetracker.com\/pl\/real-attribution-insights-premium-display\/\" \/>\n<meta property=\"og:site_name\" content=\"TradeTracker.com | Affiliate Marketing | Performance Marketing\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/tradetrackercom\" \/>\n<meta property=\"article:published_time\" content=\"2017-07-10T07:06:41+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-06-24T13:29:24+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/tradetracker.com\/wp-content\/uploads\/2017\/08\/ecpm.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1315\" \/>\n\t<meta property=\"og:image:height\" content=\"370\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Corp Admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Real Attribution Insights - Jak zwi\u0119kszy\u0107 eCPM w\" \/>\n<meta name=\"twitter:description\" content=\"Real Attribution Insights W ubieg\u0142ym tygodniu Deloitte opublikowa\u0142 raport na temat programmatic marketingu. 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