APP使用場景對廣告投放的影響與調整分析 —以攜程APP為例

Abstract

從中國互聯網路資訊中心發佈的《中國互聯網路發展狀況統計報告》中能夠看出，截至2019年中旬，我國擁有的手機線民數量已經超過8.4億，其在線民體系中所占比值已經高達99.1個百分點。隨著移動互聯網的發展和智慧手機的廣泛使用，各類商家在手機APP中內置廣告就理所當然的成為了移動數位行銷的重要形式，這一切都是基於移動程式化技術的發展，讓移動程式化場景行銷目標的最終實現。在最短時間內掌握用戶需求，結合存在問題有針對性制定解決方案，這樣不僅能夠對資訊干擾現象形成有效控制，同時也能夠為用戶帶來更好的消費體驗。一般情況下，廣告主希望將全部與廣告相關的歷史資訊全部提供給APP移動廣告平臺，由其開展專業性資料分析操作，並制定科學投放策略，在確定目標受眾群體條件下，使廣告宣傳作用得到全面發揮。從廣告平臺角度來看，提高開發有效性是一項極具挑戰性的工作。根本原因即是，APP廣告平臺的目標使用者並不只是點擊或下載APP，關注重點主要集中在廣告轉化方面。所以，廣告點擊率和轉化率的高低是廣告主在移動APP廣告平臺上投放廣告時考慮的重要因素。 伴隨著移動互聯網、AI智慧、大資料的飛速發展，攜程作為國內最大的OTA（線上旅遊）公司，積累了超過3億的旅遊客戶，並彙集了海量客戶資料。攜程以商旅客戶起家，給平臺客戶的專業成熟可信賴的商旅形象，但是攜程想要區別其他的旅遊類公司，就必須僅僅抓住時代的機遇，將旅行與場景的深度融合，然後再在APP平臺上優化旅遊目的地廣告主的廣告投放方案，所以無論是借助於微博、微信等社交場景還是地鐵、餐廳等生活場景，亦或者是景點、商城等消費場景，場景行銷已經轉化為旅行類APP參與市場行銷競爭活動的主要方式。以用於為核心，打造最為真實的消費場景，改善客戶體驗的同時，通過大資料技術應用，瞭解使用者在進行產品消費時的“痛處”，採取有效措施，將線上與線下的跨界行銷方式結合在一起，最終提升廣告投放效果和轉化率，增強對用戶行為的畫像，實現攜程品牌以及攜程APP平臺上合作商家的品牌行銷的目的。

As can be seen from the 'Statistical Report on the Development of the Internet in China' released by the China Internet Network Information Center, as of mid-2019, the number of mobile Internet users in China has exceeded 840 million, and its proportion in the Internet user system has reached 99.1 percentage point. With the development of the mobile Internet and the widespread use of smart phones, various businesses have built-in advertising in mobile APPs as an important form of mobile digital marketing. All this is based on the development of mobile programmatic technology to make mobile programming The ultimate realization of scenario marketing goals. Grasp user needs in the shortest time, and formulate targeted solutions based on existing problems. This can not only effectively control the phenomenon of information interference, but also bring a better consumer experience for users. Under normal circumstances, advertisers want to provide all historical information related to advertising to the APP mobile advertising platform, which will carry out professional data analysis operations and formulate scientific delivery strategies to make advertising publicity under the condition of determining the target audience Get full play. From an advertising platform perspective, improving development effectiveness is a very challenging task. The root cause is that the target users of the APP advertising platform are not just clicking or downloading the APP, and the focus is mainly on advertising conversion. Therefore, the click-through rate and conversion rate of advertisements are important factors that advertisers consider when placing advertisements on mobile APP advertising platforms. Along with the rapid development of mobile Internet, AI intelligence, and big data, Ctrip, as the largest domestic OTA (online travel) company, has accumulated more than 300 million travel customers and has gathered a large amount of customer data. Ctrip started as a business travel customer and gave platform customers a professional, mature and reliable business travel image. However, if Ctrip wants to distinguish it from other travel companies, it must just seize the opportunities of the times, integrate travel and scenes in depth, and then use APP The platform optimizes the advertising solution for advertisers in tourism destinations, so whether it is using social scenes such as Weibo, WeChat, or living scenes such as subways and restaurants, or consumption scenes such as attractions and malls, scene marketing has gradually become a travel app One of the marketing methods commonly used in market competition is to build a real, take use as the core, create the most real consumption scenario, improve customer experience, and at the same time, through the application of big data technology, understand the 'pain' of users in product consumption, and take effective measures to combine online and offline cross-border marketing methods together, enhance the portrait of user behavior, and realize the brand marketing of the Ctrip brand and partner merchants on the Ctrip APP platform purpose.