上海,2016年12月13日—提供营销传播业务及媒体投资解决方案的领先专业机构浩腾媒体中国于近期任命林博弘先生为中国区首席战略官,他将全面负责浩腾媒体的战略规划,并创建智能及创新的营销解决方案,从而为客户带来更高价值。
林博弘先生在加入浩腾媒体之前,曾担任WPP集团数字广告代理机构Possible首席战略官一职。林博弘在行业已有近二十年的深厚经验,他的职业生涯始于一家互联网创业公司,当时正值第一波互联网热潮。从此林博弘先生爱上了科技以及创业公司的文化氛围,并且将这种热情带入了随后加盟的DDB,BBDO,伟门以及盛世长城。林博弘先生在不同市场及领域拥有丰富的经验,曾为百事,宝洁,百威,联合利华,强生,好时及箭牌等国际一线品牌提供数字解决方案。
浩腾媒体亚太区首席执行官Stephen Li表示:
“我们非常欢迎林博弘先生的加盟并担任这一要职。作为一位创新型的战略家,一位有影响力的合作伙伴,林博弘先生的加入将为浩腾媒体的高管团队注入新鲜血液。他在业界的见多识广、丰富的战略经验,以及对科技与创新的极大的热情,对于当今瞬息万变的中国市场,是难得宝贵的资产。林博弘先生的任命,也是我们持之以恒地为客户提供前瞻的传播战略及高实效的传播效果的坚定决心的充分体现。”

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’ and the ability to optimise in real-time ².

近期 Google Photos 旗下的应用 Motion Stills
推出了重要更新,能够让用户利用运动追踪文本叠加、超分辨率视频和自动微动摄影制作出更加好看的视频和更加有趣的GIF动图。

对此,林博弘表示:“我非常荣幸能够加入浩腾媒体中国,这一业拥有世界领先的媒介战略策划和服务的媒介传播代理机构。
浩腾媒体是行业创新的真正领航者和助推者,我很期待为浩腾媒体战略团队以及客户带来更大的价值。”图片 1

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

图片 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.

So 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.

Athletic brand seeks to create awareness for new running shoes among
marathoners

Selecting the “Running” category:

图片 3