Abashicileli Bangasilungisa Kanjani Isitaki Sezobuchwepheshe Ukufinyelela Izithameli Eziya Ziqhekeka

Ukukhangisa Izethameli Ezihlukanisiwe

U-2021 uzowenza noma awuphulele abashicileli. Unyaka ozayo uzophinda kabili ingcindezi kubanikazi bezindaba, futhi ngabadlali abanobuhlakani kuphela abazohlala bethe njo. Ukukhangisa nge-Digital njengoba sazi ukuthi kuzophela. Sithutheleka emakethe ehlukaniswe kakhudlwana, futhi abashicileli badinga ukucabanga kabusha ngendawo yabo kulesi simiso semvelo.

Abashicileli bazobhekana nezinselelo ezibucayi ngokusebenza, ubunikazi bomsebenzisi, kanye nokuvikelwa kwemininingwane yomuntu siqu. Ukuze baphile, kuzodingeka babe semikhawulweni yobuchwepheshe. Ngaphezu kwalokho, ngizobeka phansi izingqinamba eziyinhloko i-2021 ezizoba khona kubashicileli futhi ngichaze ubuchwepheshe obungazixazulula. 

Izinselelo Zabashicileli

U-2020 ube yisiphepho esihle kakhulu embonini, njengoba abashicileli bebekezelele ingcindezi ephindwe kabili kusuka ekuwohlokeni komnotho nokususwa kancane kancane kwama-ID omkhangiso. Ukushaywa komthetho ngokuvikelwa kwedatha yomuntu siqu kanye nokwehla kwesabelomali sokukhangisa kwakha indawo entsha ngokuphelele lapho ukushicilelwa kwedijithali kudinga ukuzivumelanisa nezinselelo ezintathu eziyinhloko.

Inkinga yeCorona

Isivivinyo sokuqala esikhulu sabashicileli ukwehla komnotho okubangelwa yi-COVID-19. Abakhangisi bayama kancane, bahlehlisa imikhankaso yabo, futhi babela kabusha amabhajethi eziteshini ezingabizi kakhulu. 

Izikhathi ezinesibindi ziyeza zemidiya esekelwa isikhangiso. Ngokusho kwe-IAB, inkinga ye-corona iqhube ukukhula okukhulu ekusetshenzisweni kwezindaba, kepha abashicileli abakwazi ukwenza imali ngabo (abashicileli bezindaba kabili ngangokunokwenzeka ukudilizwa ngabathengi bemidiya nabanye). 

I-Buzzfeed, imithombo yezindaba egciwane ebibhekene nokukhula kwemali engenayo enamadijithi amabili kule minyaka embalwa edlule, muva nje kwenziwe ukusikeka kwabasebenzi eceleni kwezinye izinsika zokushicilela izindaba zedijithali ezifana neVox, iVice, iQuartz, i-The Economist, njll. Ngenkathi abashicileli bomhlaba wonke behlangabezana nokuqina okuthile ngenkathi yenhlekelele, imithombo yezindaba eminingi yasekhaya neyesifunda yaphuma ebhizinisini. 

Identity 

Enye yezinselelo ezinkulu kubashicileli ngonyaka ozayo kuzokwakha ubunikazi bomsebenzisi. Ngokususwa kwamakhukhi wenkampani yangaphandle yi-Google, ukubhekabheka kuzo zonke iziteshi zewebhu kuzophela. Lokhu kuzothinta ukukhomba kwezithameli, ukumaketha kabusha, ikepisi lemvamisa, nokunikezwa kokuthinta okuningi.

I-ecosystem yokukhangisa yedijithali ilahlekelwa omazisi abavamile, okungaholela ekuhlukaneni komhlaba ngokwengeziwe. Imboni isivele inikeze ezinye izindlela zokulandela ngomkhondo izinqumo, ngokuya ngokuhlola ukusebenza kweqoqo, njenge-Google Privacy Sandbox, ne-Apple's SKAd Network. Kodwa-ke, nesisombululo esithuthuke kakhulu salolo hlobo ngeke siholele ekubuyiseleni ibhizinisi njengenjwayelo. Ngokuyisisekelo, sibheka kwiwebhu engaziwa kakhulu. 

Kuyindawo entsha, lapho abakhangisi bezolwela ukugwema ukusebenzisa ngokweqile ngokwe-caps engaqondakali, ukufinyelela kumakhasimende ngomyalezo ongafanele, nokukhomba okubanzi kakhulu njll. Kuzothatha isikhashana ukuklama izindlela ezintsha zokutholwa komsebenzisi futhi kuzodinga amathuluzi amasha futhi amamodeli wokunikezwa wokuhlola ukusebenza ngaphandle kokuncika kuma-ID wokukhangisa womsebenzisi. 

Inqubomgomo 

Ukwanda komthetho wobumfihlo, njengowaseYurophu Umthetho Wokuvikelwa Kwaziswa Okujwayelekile (GDPR) futhi Umthetho Wobumfihlo Wabathengi waseCalifornia wango-2018, Kwenza kube nzima kakhulu ukukhomba nokwenza ngezifiso izikhangiso zokuziphatha kwabasebenzisi online. 

Lezo zimiso ezigxile kudatha yomsebenzisi zizochaza izinguquko ezizayo kusitaki sezobuchwepheshe namasu wedatha yomkhiqizo. Lolu hlaka lokulawula luphazamisa onobuhle abakhona bokulandela umkhondo wokuziphatha komsebenzisi kepha luvulela abashicileli iminyango yokuqoqa idatha yabasebenzisi ngemvume yabo. 

Isilinganiso sedatha singahle sehle, kepha inqubomgomo izokhuphula ikhwalithi yedatha etholakalayo ngokuhamba kwesikhathi. Abashicileli badinga ukusebenzisa isikhathi esisele ukwakha amamodeli wokusebenzisana ngempumelelo nezethameli. Ukulawulwa kobumfihlo kufanele kuhambisane nesitaki sobuchwepheshe somshicileli nezindlela zokuphathwa kwedatha. Asikho isisombululo esilingana nosayizi owodwa ngoba kunemithetho ehlukile yobumfihlo ezimakethe ezahlukahlukene. 

Ngabe Abashicileli Bangaphumelela Kanjani Ezweni Elisha?

Ukuphathwa kwedatha

Emakethe entsha ehlukanisiwe, idatha yabasebenzisi iyimpahla ebaluleke kakhulu kubakhangisi. Inika imikhiqizo ukuqonda kwamakhasimende, izintshisekelo zawo, ukuthenga okuncamelayo, nokuziphatha kuyo yonke indawo yokuthinta enomkhiqizo. Kodwa-ke, umthetho wakamuva wobumfihlo nokuqedwa kokuphuma kwama-ID wokukhangisa kwenza le mpahla incane ngokumangazayo. 

Elinye lamathuba amakhulu kakhulu kubashicileli namuhla ukuhlukanisa idatha yabo yenkampani yokuqala, ukuyenza isebenze kuzinhlelo zangaphandle, noma ukuyinikeza abakhangisi ngokuqondiswa okunembe kakhudlwana ohlwini lwabo. 

Abashicileli beSavvy basebenzisa ubuchule bokufunda ngomshini ukuqonda ukusetshenziswa kokuqukethwe kangcono futhi bahlanganise amaphrofayli wokuziphatha wenkampani yokuqala, okungaqhutshwa ngokusebenza kohlobo oluthile. Isibonelo, iwebhusayithi yokubuyekeza imoto ingaqoqa izingxenye zabasebenzi abango-30-40 abadala abathola imali ephakathi; imakethe eyinhloko yokwethulwa kwe-sedan. Umagazini wemfashini ungaqoqa izethameli zabantu besifazane abahola kakhulu ngemikhiqizo yezimpahla zokunethezeka ezibhekiswe kubo. 

Kuhlelo 

Amawebhusayithi anamuhla, amapulatifomu, nezinhlelo zokusebenza kuvame ukuba nezithameli zomhlaba wonke, okungajwayelekile ukuthi zenze imali ngokugcwele ngamadili aqondile. I-Programmatic ingaletha ukufunwa komhlaba wonke nge-oRTB nangezinye izindlela zokuthenga zohlelo ngentengo esuselwa emakethe yokuvela. 

Muva nje iBuzzfeed, ebikade icindezela ukuhlanganiswa kwayo komdabu, ubuyele ohlelweni iziteshi zokuthengisa ukubekwa kwazo kwezikhangiso. Abashicileli badinga isixazululo esizovumela ukuthi bakwazi ukuphatha ozakwethu abafunwayo kalula, bahlaziye ukubekwa kwezikhangiso okuhle kakhulu nokwenza okubi kakhulu, futhi bahlole amazinga wamabhidi. 

Ngokuhlanganisa nokufanisa ozakwethu abahlukahlukene, abashicileli bangathola intengo engcono kakhulu yokubekwa kwabo kweprimiyamu kanye nethrafikhi yensali. Ukubhida unhlokweni ubuchwepheshe obulungele lokho, futhi ngokusetha okuncane, abashicileli bangamukela ngasikhathi sinye amabhidi amaningi avela kuzingxenyekazi ezahlukahlukene zokufuna. Ukubhida unhlokweni ubuchwepheshe obulungele lokho, futhi ngokusetha okuncane, abashicileli bangamukela ngasikhathi sinye amabhidi amaningi avela kuzingxenyekazi ezahlukahlukene zokufuna. 

Izikhangiso zevidiyo

Imidiya esekelwa yizikhangiso idinga ukuzama amafomethi wesikhangiso adumile ukunxephezela ukulahleka kwemali engenayo yemikhankaso yokukhangisa emisiwe. 

Ngo-2021, izinto eziza kuqala ekukhangiseni zizodonsela phambili ngokuya ezikhangisweni zamavidiyo.

Abathengi banamuhla basebenzisa imali efinyelela ku- 7 amahora ukubukela amavidiyo edijithali njalo ngesonto. Ividiyo wuhlobo lokuqukethwe oluheha kakhulu. Ababukeli bayabamba 95% womlayezo lapho uwubuka kuvidiyo uma uyiqhathanisa no-10% uma uwufunda.

Ngokombiko we-IAB, cishe izingxenye ezimbili kwezintathu zezabelomali zedijithali zabelwe ukukhangiswa kwamavidiyo, kokubili kumaselula naku-desktop. Amavidiyo akhiqiza isithombe esingapheli esiholela ekuguqulweni nasekuthengisweni. Ukuze uthole okuningi kulo mdlalo wohlelo, abashicileli badinga amakhono okukhombisa izikhangiso zevidiyo, ezingahambisana nezinkundla ezinkulu zokufuna. 

Isitaki Sezobuchwepheshe Sokuqhekeka Okukhulayo 

Kulezi zikhathi ezineziyaluyalu, abashicileli kufanele basebenzise kakhulu yonke imigudu yemali engenzeka. Izixazululo eziningana zobuchwepheshe zizovumela abashicileli ukuthi bavule amandla angasetshenziswanga futhi bandise ama-CPM. 

Ubuchwepheshe bokusetshenziswa kwedatha yenkampani yokuqala, besebenzisa izindlela zesimanje zohlelo, nokusebenzisa amafomethi esikhangiso adingeka kakhulu ayingxenye yalokho okumele ube nakho kwisitaki sobuchwepheshe sango-2021 sabashicileli bedijithali.

Imvamisa, abashicileli bahlanganisa isitaki sabo sobuchwepheshe kusuka kumikhiqizo ehlukahlukene engahlanganisi kahle phakathi kwabo. Umkhuba wakamuva ekushicilelweni kwedijithali usebenzisa ipulatifomu eyodwa egcwalisa zonke izidingo, lapho yonke imisebenzi isebenza kahle ngaphakathi kohlelo olufanayo. Ake sibuyekeze ukuthi yimaphi amamojula okufanele abe nawo wesitaki sobuchwepheshe esihlanganisiwe semidiya. 

Iseva Yesikhangiso 

Okokuqala nokuphambili, isitaki sobuchwepheshe somshicileli sidinga ukuba nesiphakeli sesikhangiso. Iseva yesikhangiso efanele iyisidingo sokwenza imali ngokuphumelelayo. Kudinga ukuthi kube nokusebenza ukuphatha imikhankaso yezikhangiso kanye nokusungula. Iseva yesikhangiso ivumela ukusetha amayunithi wesikhangiso namaqembu abheka kabusha futhi inikeze izibalo zesikhathi sangempela ekusebenzeni kwezikhala zezikhangiso. Ukuqinisekisa isilinganiso sokugcwalisa esizwakalayo, amaseva wesikhangiso adinga ukuxhasa wonke amafomethi wesikhangiso akhona, njengokubonisa, ividiyo, izikhangiso zeselula, kanye nemidiya ecebile. 

Ipulatifomu Yokuphathwa Kwemininingwane (DMP)

Ngokombono wokusebenza kahle - into ebaluleke kakhulu kwabezindaba ngo-2021 ukuphathwa kwedatha yomsebenzisi. Ukuqoqwa, ama-analytics, ukuhlukaniswa, kanye nokusebenza kwezethameli kumele kube nakho ukusebenza namuhla. 

Lapho abashicileli basebenzisa i-DMP, bangahlinzeka ngezendlalelo ezingeziwe zedatha kubakhangisi, bathuthukise ikhwalithi ne-CPM kokuvelayo okulethwayo. Idatha igolide elisha, futhi abashicileli bangayinikeza ukukhomba uhlu lwabo, ukukala okuvelayo ngaphezulu, noma ukukusebenzisa ezinhlelweni zangaphandle nokwenza imali ngokushintshaniswa kwedatha. 

Ukususwa kwama-ID wokukhangisa kuzokhuphula izinga lokudingeka kwedatha yeqembu lokuqala, kanti i-DMP iyimfuneko ebalulekile yokuqoqa nokuphatha idatha yomsebenzisi, ukusetha amachibi edatha, noma ukudlulisela imininingwane kubakhangisi ngamagrafu omsebenzisi. 

Isixazululo Sokubhida Konhlokweni 

Ukubhida unhlokweni ubuchwepheshe obususa i-asymmetry yolwazi phakathi kwabakhangisi nabashicileli maqondana nenani lomgwaqo. Ukubhida unhlokweni kuvumela wonke amaqembu ukuthi athole intengo efanelekile yokufunwa kwezikhala zezikhangiso. Kuyindali lapho ama-DSP enokufinyelela okulinganayo kokubhida, ngokungafani nokuwa kwempophoma ne-oRTB, lapho bangena khona endalini belandelana. 

Ukuqalisa ukubhida unhlokweni kudinga izinsizakusebenza zentuthuko, ama-ad ops anolwazi oluzosetha izinto zomugqa ku-Google Ad Manager kanye nokusayinwa kwesivumelwano nababhida. Lungela: ukusetha isenzo sokubhida unhlokweni kudinga iqembu elizinikele, isikhathi, nomzamo, kwesinye isikhathi okuba kakhulu ngisho nakwabashicileli abakhulu. 

Izidlali zevidiyo nezomsindo

Ukuqala ukukhangisa izikhangiso zamavidiyo, ifomethi yesikhangiso enama-eCPM aphakeme kakhulu, abashicileli kudingeka benze umsebenzi wesikole. Ukukhangisa ngevidiyo kuyinkimbinkimbi kunokuboniswa futhi udinga ukuphendula ngezici ezithile zobuchwepheshe. Okokuqala, udinga ukuthola isidlali sevidiyo esifanelekile esihambisana nesigaxa seheda osithandayo. Amafomethi wesikhangiso somsindo nawo ayachuma, futhi ukuthumela abadlali bomsindo ekhasini lakho lewebhu kungaletha ukufunwa okungeziwe kubakhangisi. 

Uma unolwazi oluthile lweJavaScript, ungenza ngendlela oyifisayo abadlali bakho bese uyihlanganisa nesembozo seheda. Ngaphandle kwalokho, ungasebenzisa izixazululo ezenziwe ngomumo, abadlali bomdabu abahlangana kalula namapulatifomu ohlelo.

Ipulatifomu Yokuphathwa Kwe-Creative (CMP)

I-CMP iyimfuneko yokuphatha ubuhlakani bohlelo lwamapulatifomu ahlukahlukene nezakhiwo zesikhangiso. I-CMP yenza lula konke ukuphathwa kokudala. Kufanele ibe nesitudiyo sokudala, ithuluzi lokuhlela, ukulungisa nokwakha amabhanela acebile kusuka ekuqaleni ngezifanekiso. Okunye okumele ube nakho kwe-CMP ukusebenza ukuvumelanisa nobuciko obuyingqayizivele besikhangiso esisebenza ezinkundleni ezahlukene nokusekelwa kokusebenziseka kokudala okunamandla (DCO). Futhi-ke, i-CMP enhle kufanele inikeze umtapo wolwazi wamafomethi wesikhangiso ahambisana nama-DSP amakhulu nama-analytics ekusebenzeni kokudala ngesikhathi sangempela. 

Sekukonke, abashicileli badinga ukuqasha i-CMP esiza ngokushesha nokwenza futhi ifake amafomethi wokudala adingekayo ngaphandle kokulungiswa okungapheli, ngenkathi futhi yenza ngezifiso futhi igxile esikalini.

Ukubamba i-Sum It Up

Kunamabhulokhi amaningi okwakha okuphumelela kwemidiya yedijithali. Kubandakanya amakhono wokunikezwa kwesikhangiso okusebenzayo kwamafomethi wesikhangiso athandwayo, kanye nezixazululo zohlelo zokuhlanganisa nabalingani abadingayo abakhulu. Lezi zingxenye kufanele zisebenze ndawonye ngaphandle komthungo, futhi kufanele zibe yingxenye yesitaki sobuchwepheshe esihlanganisiwe. 

Uma ukhetha isitaki sobunye esihlanganisiwe kunokusihlanganisa kusuka kumamojula abahlinzeki abahlukahlukene, ungaqiniseka ukuthi ubuhlakani buzolethwa ngaphandle kokubambezeleka, isipiliyoni somsebenzisi esingesihle, kanye nokungafani kwesiphakeli esiphakeme. 

Isitaki esifanele sezobuchwepheshe sidinga ukuba nokusebenza kokuphaka izikhangiso zevidiyo nezilalelwayo, ukuphathwa kwedatha, ukubhida ngezihloko, neplatifomu yokuphatha yokudala. Lokho kufanele ube nakho uma ukhetha umhlinzeki, futhi akufanele ukhokhele okunye okuncane.

UCABANGANI?

Le sayithi isebenzisa i-Akismet ukunciphisa ugaxekile. Funda ukuthi idatha yakho yokuphawula isetshenziswa kanjani.