开创青春正能量综艺品类 《青春的征途》研讨会深度复盘:365买球官网

前不久,安徽电视台《青春的征途》讨论会在合肥市举办,安徽省电视台广告部党委委员、副台长、卫视频道主管、新闻中心负责人张阿林;安徽广播局宣传处调研员阚滨;安徽广播电视台广告管理中心负责人、卫视频道副主管邵震;安徽省卫视频道副主管葛晓;海棠花映日带头创办人、CEO胡雅清;海棠花映日带头创办人、总经理胡宝承;人民日报网、人民视频产业生态部负责人宋博博;安徽省江淮汽车集团股份有限责任公司知名品牌部科长张义魁;中国广播电视电影书报刊协会主席、《广电时评》总编梁刚辟;乐正传媒老总、影视制作产业链投资分析师彭侃;中国新闻网总经理编写刘洋报名参加了本次讨论会。

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分众传媒首席战略官担任首席信息官陈岩 2018第11届釜山国际广告节揭幕仪式之际,分众传媒首席战略官担任首席信息官陈岩女士,阔别2017年担任釜山国际广告节高级人民法院评审委员后,2020年将佳選出任全世界初入职场广告宣传比赛NEW STARS高级人民法院的顶尖评审团。

365买球app-脑膜炎组织联盟(CoMO)将纪念第二个一年一度的世界脑膜炎日

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Control and Transparency the Key to Furthering Programmatic【365买球app】

Programmatic technologies offer media buyers and advertisers a wonderful opportunity to improve campaign performance but for programmatic to be truly embedded, advertisers need control and transparency around their investment in programmatic. Programmatic spend in Asia Pacific is predicted to grow 35% each year, reaching about USD7 billion in 2019, with some markets such as Indonesia, Vietnam and Korea predicted to double in size each year until 2019¹. So why are decision makers in Asia Pacific moving to programmatic in such a big way? ‘Better contextual targeting’ is seen as the biggest benefit of programmatic buying – cited by just over half of this group as very important, followed by ‘faster execution’ (48%) and the ability to optimise in real-time (46%)². However, it is important not to get carried away. While marketers are keen to embrace the technology, there are key barriers to its wider adoption. Aside from time, the main reasons Asia Pacific decision makers have not used programmatic is its technical complexity (cited by 50%), not having an agency partner to help use it, or not having the skills in-house to do so (both around 40%).² The “Trade-Off” Heart of the Issue The pros and cons of programmatic highlighted above can be boiled down to a simple trade-off. Before programmatic, advertisers had more control over where ads were placed but wastage, and inefficiency, were high because – to put it simply – buying an ad on a site means you reach all users of the site rather than only those you want to reach. Programmatic has ushered in a new era of granular audience targeting to reduce wastage but with that comes a loss of control and transparency. In other words, as efficiency rises, control decreases. The good news is these are not in a “seesaw” relationship, if one goes up the other does not have to come down. The key to maximising both efficiency and control lies in the mechanisms you have in place before you ever get into bidding for an ad placement that might be served, so how can you address this? Control is about Brand Protection Although loss of control and transparency can be a worry for various reasons, it really boils down to advertisers’ concern about the potential damage to their brand if their ads are served in harmful contexts. However, having the right plumbing in place means these risks can be mitigated, even in programmatic. The first thing advertisers can do is be aware that brand safety is a far more nuanced issue than simply avoiding obvious environments such as pornography, violence, and illegal or terrorist websites. It is about avoiding topics or contexts that might be uniquely harmful to your brand, such as names of specific competitors or particularly damaging current events. For example, a peanut butter brand will not want ads around articles about nut allergies rising in young children, and cruise ship operators will not want ads around articles on boating accidents. Once you are aware of this, you need to make sure any ad delivery partners you are working with have highly customisable and powerful campaign protection tools in place. comScore clients, for example, can choose from three cinema-style ‘maturity’ ratings and 17 brand safety flag ‘filters’ before their ads even get to the bidding stage. It is also worth pointing out these tools should be used alongside those which maximise viewable environments and minimise exposure to non-human and fraudulent traffic. Context is King The nut allergy and boating accident articles are examples of removing contexts that can be harmful to a brand. Hence, once you are secured with brand safety, what you really want is to focus on the contexts that are going to drive the most success. The industry has paid too much attention on the former (ad validation) at the expense of the latter (ad relevance). The right programmatic tech has the ability to find quality content and audiences you can act on in real-time. Your partner must be able to execute this ‘contextual categorisation’ at the domain, site, page or page element level, which requires hundreds of thousands of dynamically updated topical categories. Take, for example, a sports brand that wants to create brand awareness around new long-distance running shoes. The secret sauce is about combining the best elements of contextual categories (great for finding general topical relevance such as ‘running’) and keyword targeting (great for exact word matches like ‘marathon’). The ‘running’ category is selected so the sports brand’s ad appears on a running interest site. However, the article is about gaining muscle, so not one to attract those training for a marathon. A custom keyword is selected to target inventory with the word ‘marathon’, but this brings up articles about a dog who accidentally ran one. Only by using BOTH the contextual and the keyword targets, you get a marathon-related article on a running interest site – exactly the type of relevant content you require. S
o remember, whilst validation makes sure your ad can be seen in the right environment, relevance is the most important factor for reaching a consumer who could be interested in your campaign – and your product.

365买球官网_釜山国际广告节参访团到访AdTime

17年2月26日中午,全球三大广告节之一、亚洲地区仅次的广告宣传及自主创新节——釜山国际广告节副书记朴太烈老先生、副局朴耀眼明珠女性携同釜山国际广告节参访团,在我国资询委员会凌平老先生的见面下抵达AdTime深圳公司,与泰一指尚CEO付海鹏老先生及涉及到部门负责人进行见面,并对数字营销行业发展机遇与挑战及加重将来彼此的战略合作协议等话题讨论开展掌握的争辩和沟通交流。