Āhea e tika ai te DOOH, te pāpāho hokohoko
Ko te rapu me te pāpāho pāpori te nuinga o te wā ngā rārangi tuatahi o tētahi mahere whiwhi kiritaki ā-rohe, nā te iti o te utu ki te tīmata me te māmā ki te pānui i ngā hua. He nui ake te utu ki te uru ki te DOOH me te pāpāho hokohoko (retail media), ā, he uaua ake te ine, nō reira me uru mai ēnei ina tutuki tētahi āhuatanga motuhake: kei tētahi rohe mōhiotia ngā kaihoko e noho kuhuputa ana, kei te hokona kētia te hua i tētahi toa hokohoko, kāore rānei te hiahia rapu e piki haere tahi ana me te whakapau pūtea. I mua i te tāpui, tātaihia te pikinga me whakaputa e te kaupapa whakatairanga kia ea ai tōna utu, ā, tirohia mēnā ka kitea taua pikinga e te whakamātautau.
Ngā kitenga matua
- 1
I tāpirihia e IAB Tech Lab te DOOH ki te tautuhinga OpenRTB 2.x, i whakawhanakehia tahitia me ngā rōpū ahumahi pānui ki waho, kia taea ai te hoko ngā mata DOOH mā te hoko aunoa (programmatic) ki ngā tono tuku utu paerewa.
Kua tuhia: mātāpuna ōkawa. Korahi: Ngā paerewa hoko DOOH mā te hoko aunoa, i te . [1]
- 2
Ko ngā IAB/MRC Retail Media Measurement Guidelines, i whakaputaina te putanga whakamutunga i te tīmatanga o 2024, e whakarite ana i ngā tūmanako mō te pūrongo a ngā whatunga pāpāho hokohoko, tae atu ki ngā matapihi tautapa hua me te tāpiritanga.
Mātāpuna tuarua. Korahi: Ngā paerewa ine pāpāho hokohoko (nā Amerika i ārahi, ka whakamahia puta noa i te ao), i te . [3]
- 3
I whakaputaina e IAB me IAB Europe ngā whakamārama me ngā paerewa ine mō te pāpāho hokohoko i roto i te toa i Tīhema 2024, mō ngā mata me ngā pāpāho i roto i ngā toa ā-tinana.
Mātāpuna tuarua. Korahi: Pāpāho hokohoko i roto i te toa, Amerika me Ūropi, i te . [4]
- 4
I tā mātou whakamātautau ā-rohe hei tauira, me tata ki te 14% te pikinga o ngā ota i ngā rohe whakaatu kia ōrite ai te utu o tētahi wā pānui DOOH 15,000. Ko tētahi whakamātautau ka kite noa i ngā pikinga neke atu i te 20% e kore e taea te whakautu i te pātai.
He tauira whakaahua, ehara i te paerewa. Korahi: He tauira mahi FOCUSADS me ngā whakapae kua tapaina, ehara i te paerewa, i te
Tikanga me ngā here
- Pātai
- He aha ngā āhuatanga e tika ai kia tango te DOOH, te pāpāho hokohoko rānei i te pūtea mai i te rapu me te pāpāho pāpori i tētahi mahere whiwhi kiritaki ā-rohe?
- I tuhia mō
- Ngā kaiwhakahaere whakatairanga toa, ngā kaiwhakahaere pakihi maha ōna wāhi, me ngā kaiārahi whakatutukitanga e whai wāhi ana ki tētahi rohe, takiwā rānei.
- Te whakatau e pā ana
- Mēnā ka tono i tētahi wā pānui DOOH, i tētahi kaupapa pāpāho hokohoko rānei i tēnei hauwhā, he aha te rahi, ā, me pēhea te arotake.
- Ngā mātāpuna
- Ngā rauemi a IAB Tech Lab mō te DOOH i OpenRTB, ngā paerewa pāpāho hokohoko IAB/MRC me ngā paerewa pāpāho hokohoko i roto i te toa a IAB, te aratohu a IAB mō te ine tāpiri i te pāpāho tauhokohoko, me ngā tuhinga Meridian a Google mō te tauira ā-rohe.
- Wā
- Ngā paerewa me ngā tuhinga pērā i te whakaputanga i te 2026-10-17.
- Ngā mākete
- Ngā mākete 32 katoa o FOCUSADS; me tirotiro ngā wāhi pānui DOOH me ngā whatunga toa hokohoko i ia tāone, i ia toa hokohoko.
- Ngā tautuhinga
- DOOH: ngā mata matihiko i ngā wāhi tūmatanui (i te taha rori, i ngā waka tūmatanui, i ngā toa nui, i ngā whare huihuinga), ka hokona tōtika mai i te kaipupuri pāpāho, mā te hoko aunoa rānei.
- Pāpāho hokohoko: ko ngā pānui whakatairanga e hokona ana e tētahi toa hokohoko, mākete ā-ipurangi rānei i runga i tōna ake pae, taupānga, toa, raraunga rānei.
- Pikinga utu-ōrite: ko te pikinga o ngā hua i ngā rohe whakaatu e hiahiatia ana kia ea ai te utu pāpāho i te hua toenga (contribution).
- Ngā here
- Kāore mātou e whakaputa i ngā tatauranga CPM, minenga rānei: he rerekē i ia tāone, i ia kaipupuri, i ia rā, ā, me tuku mai e te kaipupuri pāpāho.
- Me whai rohe ōrite ngā whakamātautau ā-rohe. Tērā pea e kore e taea e ngā pakihi kotahi te toa te whakahaere i tētahi, nō reira me whakawhirinaki rātou ki ngā whakatauritenga i mua, i muri hoki, me ngā whakatūpato kua whakapuakina.
- He tūao ngā paerewa ine pāpāho hokohoko; tirohia ko ēhea e whāia ana e tētahi whatunga.
Ngā āhuatanga uru mō te DOOH
Te tirohanga a FOCUSADS
Ka whai wāhi te DOOH ina tika ngā mea e toru. Kei te noho, kei te mahi rānei ngā kaihoko i tētahi rohe ka taea e koe te tuhi ki te mahere. He māmā te karere kia pānuitia i roto i ētahi hēkona: he whakatuwheratanga, he utu, he take e rapu ai i te waitohu. Ā, he rohe ōrite ka taea e koe te waiho kia pōuri hei ine i te pānga.
Nā te uru mā te hoko aunoa i te OpenRTB ka taea ngā wā pānui iti, poto hoki, e āwhina ana i te whakamātautau. Engari he māmā anō te hoko mata kāore he tangata o te rohe whāinga e hipa ana. Tonoa te rārangi mata me ō rātou wāhi i mua i te tīmatanga o te wā pānui.
Ngā āhuatanga uru mō te pāpāho hokohoko
Te tirohanga a FOCUSADS
Ka pai rawa te pāpāho hokohoko mō ngā hua kua rārangitia kētia ki taua toa hokohoko, nā te mea kei te taha o te pātene hoko te pānui, ā, ka taea e te toa te pūrongo i ngā hoko. Ki te kore te hua i rārangitia, me noho te utu o te rārangi hei rārangi motuhake i te mahere.
Pātaihia ia whatunga ko tēhea matapihi tautapa hua e whakamahia ana, mēnā ka pūrongotia ngā hoko haurua (halo) o ētahi atu hua, ā, mēnā he rohe pupuri (holdout) e tukuna ana. Ka homai e ngā aratohu IAB/MRC he kupu mō taua kōrerorero. Ko te aratohu a IAB mō te ine tāpiri i te pāpāho tauhokohoko e whakaahua ana i ngā hoahoa whakamātautau-me-te-mana hei tono.
Tauira mahi: te pikinga me whakaatu e tētahi wā pānui DOOH
He tauira whakaahua, ehara i te paerewa
Kotahi te pakihi e waru ōna rohe ratonga ōrite, e whakanoho ana i te DOOH ki ngā rohe e whā, ā, ka pupuri i ngā rohe e whā mō ngā wiki e whā. Ko te pātai mō te whakamātautau: ka nui ake rānei te tipu o ngā rohe whakaatu i ngā rohe pupuri, kia ea ai te utu o ngā mata?
| Rārangi | Uara | Te tātai |
|---|---|---|
| Utu o te wā pānui DOOH, e whā wiki | 15,000 | Whakapae: te pāpāho me te whakaputa |
| Hua toenga mō ia ota tāpiri | 45 | Whakapae: i muri i te utu o ngā taonga me te tuku |
| Ngā ota tāpiri e hiahiatia ana kia ōrite te utu | 334 | 15,000 ÷ 45, ka porowhitatia ake |
| Ngā ota e tūmanakohia ana i ngā rohe whakaatu ki te kore te DOOH | 2,400 | E whā ngā rohe × 600, mai i te ia o ngā rohe pupuri |
| Pikinga utu-ōrite | 13.9% | 334 ÷ 2,400 |
Ngā whakapae
- Ko te hua toenga 45 mō ia ota me te raina tīmatanga 600 ota mō ia rohe i ia whā wiki he tau whakakapi mō ō ake raraunga.
- Ka whakaritea ngā rohe i runga i te ia o ngā ota o mua; mā ngā rohe pupuri e whakaatu te āhua mēnā kāore he pānui.
- Kāore e arohia ngā pānga i muri i te mutunga o te wā pānui, ā, ka iti iho te whakahokinga ki te haere tonu te pānga.
Ka kite rānei te whakamātautau i te whakautu?
Te tirohanga a FOCUSADS
Mā te haruru o ngā ota ā-rohe i ia wiki e whakarite te pikinga iti rawa ka kitea e tētahi whakamātautau. Ki te piu ngā rohe i te 20% i ngā wā katoa mō ngā take kāore e pā ana ki te pāpāho, e kore e kitea he pikinga utu-ōrite 14% i roto i ngā wiki e whā. Ko ngā kōwhiringa: he wā pānui roa ake, he maha ake ngā rohe, he wā pānui nui ake e whai ana i tētahi pikinga nui ake, he hongere kē rānei. Ka taea e tētahi tauira ā-rohe pērā i te Meridian puna tuwhera a Google te whakakotahi i ngā wā pānui maha i te roanga o te wā, engari me whai tonu rerekētanga i te whakapau pūtea i waenga i ngā rohe hei ako māna.
Ngā mea ka whakamātauria e mātou, i te raupapa
| Hātepe | Ka inea mā | Ka kīia he angitu ina |
|---|---|---|
| Mahere i te rohe ratonga, ā, whakaritea ngā rohe whakaatu me ngā rohe pupuri i runga i ngā wiki tekau mā rua o te hītori ota. | Te rerekētanga o ngā ota mō ia rohe i ia wiki. | He iti iho te pikinga ka kitea i te roa o te wā pānui kua whakaritea i te pikinga utu-ōrite. |
| Tonoa te wā pānui DOOH me tētahi rārangi mata, ā, whakahaeretia i ngā rohe whakaatu anake. | Ngā ota, te rahi o ngā rapunga waitohu me ngā toronga toa i ngā rohe whakaatu, ka whakatauritea ki ngā rohe pupuri. | Ka kaha ake ngā rohe whakaatu i ngā rohe pupuri mā te pikinga utu-ōrite, nui ake rānei. |
| Mō te pāpāho hokohoko, tonoa te matapihi tautapa hua a te whatunga me tētahi rohe pupuri i mua i te whakarewatanga. | Ngā hoko tāpiri a te toa hokohoko mō ngā hua kua whakatairangatia, i muri i te tango i te toenga hua a te toa. | Ka ea i te hua toenga tāpiri te pāpāho me ngā utu rārangi i roto i te wā kua whakaaetia. |
Rārangi taki mō te uru
Ka taea e ngā hongere e rua te noho hei hoko pai. Mā ēnei rārangi e whakatau mēnā he hoko pai ināianei.
| Āhuatanga | DOOH | Pāpāho hokohoko |
|---|---|---|
| Ngā kaihoko e noho kuhuputa ana i tētahi rohe kua mahere | E hiahiatia ana | He āwhina |
| Ka hokona te hua i te toa hokohoko o te whatunga | Kāore e hiahiatia | Me whai, kua whakaritea rānei he pūtea mō te utu rārangi |
| Ka noho pāpātahi te hiahia rapu ahakoa e piki ana te whakapau pūtea | He take kaha hei tāpiri | He take kaha hei tāpiri |
| Ngā rohe pupuri, ngā minenga pupuri ōrite rānei | E hiahiatia ana mō te ine | Tonoa tētahi rohe pupuri ki te whatunga |
| Ihirangi auaha ka pānuitia i roto i ngā hēkona | E hiahiatia ana | Ngā whakaahua hua me te utu |
| Ka ea i te pūtea tētahi whakamātautau pikinga utu-ōrite | E hiahiatia ana | E hiahiatia ana |
Te hono o tēnei ki tā mātou tikanga: Tautapahia he tūranga ki ia hongere
Ngā tohutoro
- Digital Out of Home is now integrated into OpenRTB, IAB Tech Lab, i uru
- OpenRTB, IAB Tech Lab, i uru
- IAB/MRC Retail Media Measurement Guidelines, IAB and Media Rating Council, i uru
- In-Store Retail Media: Definitions and Measurement Standards, IAB and IAB Europe, i uru
- Guidelines for Incremental Measurement in Commerce Media, IAB, i uru
- Meridian: open-source marketing mix model, Google for Developers, i uru