2014 r3 admaster digital media survey report

IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES 1

2014 CHINA DIGITAL MEDIA SURVEY

2014 中国地区数字媒体营销调研Conducted by R3 &

AdMaster由胜三和精硕科技联合开展May 2014 2014 年 5 月

IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES

Digital media is now mainstream. With the rapid development of digital media in China, the importance of digital media marketing has never been more important to marketers and brand owners. To help marketers fully leverage their digital marketing spends, R3 and AdMaster, have jointly conducted our fourth annual China Digital Media Survey. 随着数字媒体在中国的飞速发展，数字媒体营销占据了越来越重要的位置。为了帮助广告主充分衡量其数字营销花费及投资回报，自 2011 年开始， R3 和 AdMaster 每年都在中国地区合作开展数字媒体营销调研，此为第四轮。

In this latest wave, we contacted over 300 Digital Marketing professionals from leading marketing firms across the country and across different industries. Our report highlights the most up to date digital media and marketing trends and key issues facing marketers. 此次，我们广泛联系中国地区大型广告主，邀请了 300 多位数字营销专业人士参与。本次报告覆盖了 2014 年中国数字营销的最新现状和趋势，以及广告主最为关注的问题。

Background and Methodology背景以及方法论


We continue to track overall trends and digital ROI measurement and have added new insightful analysis on E-commerce and Social media. 此轮中，我们继续追踪了客户数字媒体营销的总体形势以及投放效果衡量，同时，对热门的电子商务和社会化媒体进行了深入的分析。

Our report is generated entirely from data and insights provided by our participants - which we believe gives a really objective and independent view of China Digital Media Marketing. 我们报告的基础主要是将参与者的调研数据进行整合，从而对中国地区数字媒体营销领域有一个全局把控。我们旨在带给您一个客观、独立的对于2014 年数字媒体营销情况的报告。

Background and Methodology背景以及方法论


Companies interviewed受访公司

http://www.google.com.hk/url?q=http://www.hongkongcard.com/cup/bank&sa=U&ei=8ENrU72yLtP-8QWt1oDwCw&ved=0CC0Q9QEwAA&usg=AFQjCNEarZyy8RPYKTEVyRkcsa5BGYmfAA


2014 Key Findings关键点总结Digital seems will still play the most important role in marketer’s marketing plan in 2014. Marketing teams and their agencies will come under further pressure to squeeze even greater value from their offline spending to fund more Digital activity, and to bring more outcome by using least money on media buying taking the advantages of these many social media platforms.数字媒体营销花费看起来仍是这一年总营销花费的重头戏。广告主的营销团队和他们的代理商将面临更大压力 – 缩减线下花费，增加互动投入，以期获得更大投资回报；同时，利用现有的社交媒体平台用最少的购买花费获取最大的营销效果。

VIDEO BIG

WINNER

Marketers plan to increase Digital spending. Average year on year hike in Digital spending to RMB 25m83% 的广告主计划增加数字媒体营销预算，年度数字营销预算预计在 2500 万人民币左右

83%

Video, Search and WeChat are key platforms marketer will invest more in 2014 视频广告是 2014 年最受青睐的投放平台，搜索广告和微信紧随其后

Marketers ranked online Video, Search and WeChat as the most important marketing platforms and are willing to pay more on these platforms in 2014. With these many marketing approaches, cross-screen evaluation and analysis seems to become a bigger challenge to most of the marketers.在 2014 年的数字传播策略中，广告主愿意在视频广告、搜索广告及微信上投放更多预算。整合跨屏媒介以及跨屏效果衡量对于大多数广告主来说都是严峻的考验。

Marketers confident of Digital ROI 74% 的广告主对数字营销效果有信心

Marketers express overall confidence in their Digital outcomes, however 10% lower than 2013. – Search, Video and Verticals are the key platforms marketers are most happy with in 2013. As marketers expressed, current evaluation KPIs can not meet the marketing expectations. 93% highlight need for third party monitoring. 94% highlight need for third party help analyzing and consulting.大多数广告主表示对数字媒体营销效果有信心 – 搜索广告，视频广告以及垂直行业网站是广告主最为满意的投放平台。广告主同时表示现有的效果衡量指标未能满足目前的营销需求。分别有 93% 和 94% 的受访广告主表示需要第三方监测机构来进行数据监测以及第三方咨询机构进行结果分析和咨询。

74%


Respondents started to analyze and use the “Big data” 73% 的受访广告主已经开始对大数据资料进行分析利用

With the fast growing of digital marketing, the importance of “big data” analysis and application is emerging, nearly 100% respondents agree the importance of “big data” , and 73% have started to analyze and use.CRM, precise targeting and cross-screen are top three major areas of “big data” using. In the area of digital integration marketing, precise targeting was improved by “big data” analysis most. 广告主对数字媒体整合营销得出的大数据资料重要性认可度达到98% ， 73% 的广告主已经开始对得出的大数据资料进行分析运用。客户关系管理，精准投放及跨屏优化是受益于“大数据”分析的三个主要领域。在数据媒体整合营销领域，精准投放最多的运用了“大数据”分析的结果。

Marketers have started e-commerce76% 的受访广告主已经开始其线上商城业务

Marketers take sina weibo as the billboard in digital media marketing80% 的广告主将新浪微博作为数字媒体营销中的公告板使用

73%

76%

80%

In recent years, e-commerce becomes popular to not only consumers, but marketers, 76% of them set up e-commerce business. Mainstream e-business platforms are mostly used by marketers, JD.com and Tmall are top choices for marketers.最近几年，不管是对于消费者还是广告主，电子商务成为炙手可热的事物， 76% 的受访广告主开设了线上业务。相对其他渠道来说，主流电商平台对广告主们有着绝对吸引力， 80% 的广告主选择其作为线上营销平台，在众多主流电商平台中，京东商城和天猫是广告主的首选。Recently, weibo tends to be an information platform rather than an interactive platform, the main role of sina weibo increasingly turns into the company billboard, and 80% advertisers used it as the billboard. Only 26% think the main role of Weibo is to interact with consumers. 微博已经越来越明显的从一个互动平台转换为信息平台，这一特征已经逐渐被广告主所发现， 80% 的广告主将其作为公司公告板，只有 26% 的广告主认为微博承担着与消费者互动的责任。

2014 Key Findings关键点总结


Marketers pointed out that WeChat cannot reach enough targeting consumers 52% 的广告主表示微信营销无法吸引足够的目标人群

WeChat is becoming the most popular social app for mobile phone users, and it lists as the top3 digital platform that marketers want to invest more in 2014, though much more marketers are happy with its performance in 2013, the difficulty of reaching enough target consumers is still a concern for most marketers. 微信正成为智能手机用户最受欢迎的社交类应用，广告主对于2013 年微信营销效果的满意度有了很大提升，并且意欲在2014 年更多的投入微信，微信仍然有一系列缺点，其中无法吸引到足够数量的消费群是广告主面临的主要挑战。

Marketers know well about RTB28% 的受访广告主表示对实时竞价十分了解

50% advertisers agree the RTB model 50% 受访者认可 RTB竞价形式

52%

28%

50%

28% of respondents know RTB very well, and the knowledge comes from professional agency training and experience, 43% of respondents presents that they know few about RTB, but have hired the professional agencies to do RTB marketing .28% 的受访广告主由于专业代理公司的培训以及积累的经验，已经对实时竞价十分了解， 43% 的受访广告主表示对实时竞价不甚了解，但是有专业代理机构进行营销。RTB model seems a trend in recent years, according to results, 11% of respondents totally agree with RTB, and 39% agree. Among the interviewed marketers, 39% of them have tried RTB model in 2013, Ad exchange platform by search website was the most frequently applied RTB model. RTB cannot offer a good ad position is the biggest concern for advertisers in 2013. 实时竞价模式日益流行，根据调研结果， 11% 的受访广告主表示非常认可 RTB ，另外 39%比较认可。 39% 的受访广告主在去年已经尝试了实时竞价 RTB模式，最常用的模式是搜索网站类的广告交易平台， RTB竞价形式无法提供良好的广告投放位置是广告主面临的最大问题。

2014 Key Findings关键点总结


Contents主要部分Overall Situation 总体情况 1

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Digital ROI数字营销效果研究

Social Media 社会化媒体营销研究

Digital Integration数字媒体整合营销研究

RTB (Real Time Bidding)实时竞价 RTB

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6

E-Commerce电子商务研究



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*Includes media buying, marketing creatives, campaign website development, iWOM, research evaluation, social media etc 预算包括：媒介购买、营销创意、活动网站建设、舆情监测、调研评估、社交媒体活动等所有支出

15% of respondents plan to increase total marketing spend 30% or more.

15% 的受访广告主表示今年的市场整体预算将有 30% 以上的增长。 13% of respondents commented their

marketing budget will decrease in 2014. 13% 的受访广告主表示 2014 年将减少市场整体预算。 Overall, there will be an average 18%

growth on advertisers’ marketing budget in 2014. 总体来说， 2014 年广告主市场整体预算平均增幅为 18% 。

(2014)

Overall marketing budget growth rate in 2014广告主 2014 年市场整体预算增幅(Average: +18%)

1. Overall Situation 1. 总体情况


*Includes media buying, marketing creatives, campaign website development, iWOM, research evaluation, social media etc 预算包括：媒介购买、营销创意、活动网站建设、舆情监测、调研评估、社交媒体活动等所有支出

83% of respondents commented to increase their digital marketing spend in 2014, 26% of them plan to increase 30% or more in 2014.

83% 的受访广告主表示今年将增加数字营销整体预算， 26% 的广告主的预算将增加 30% 以上。 Overall, there is an average 29% growth

on advertisers’ digital marketing budget in 2014. 总体来说， 2014 年广告主数字营销整体预算增幅为 29% 。(2014)

(Average: +29%)

Overall digital marketing budget growth rate in 2014广告主 2014 年数字营销整体预算增幅



*Media buying only 仅限媒介购买预算(2014)

Overall digital media buying budget growth rate in 2014广告主 2014 年数字媒体购买预算增幅

(Average: +24%)

74% of respondents commented to increase their digital marketing spend in 2014, 20% of them plan to increase 30% or more in 2014.

74% 的受访广告主表示今年将增加数字媒体购买预算， 20% 的广告主的预算将增加 30% 以上。 Overall, there is an average 24% growth

on advertisers’ digital media buying budget in 2014. 总体来说， 2014 年广告主数字媒体购买预算增幅为 24% 。



The top three digital platforms for marketers are Video, Search and WeChat, mentioned by 63%, 46% and 43% of respondents respectively, all are much higher than 2013. 广告主们选择的数字媒体投放平台前三名分别是视频广告（ 63%）、搜索广告（ 46%）以及微信（ 43%）。这三者的比例均远远高于 2013 年。

Digital platforms which advertisers plan to invest more in 2014 2014 年广告主预计投放更多预算的网络媒体平台



　 Large increase 大幅增长

Slight increase略有增长

The same持平Slight

decrease有所减少Large

decrease大幅减少No budget没有预算

Portal 门户网站 0% 22% 39% 15% 2% 22%

Industry Verticals 垂直行业网站 0% 43% 43% 2% 0% 11%

Video 视频广告 20% 50% 11% 2% 0% 17%

Search 搜索广告 11% 48% 39% 0% 0% 2%

Social Media (SNS) 社交媒体（ SNS） 7% 22% 46% 15% 0% 11%

Social Media (Micro-blog) 社会化媒体（微博） 0% 41% 43% 7% 2% 7%

Social Media (WeChat) 社会化媒体（微信） 17% 72% 4% 2% 0% 4%

Mobile (Tablet PC) 移动平板电脑广告 7% 15% 48% 4% 0% 26%

Mobile (Mobile phone) 移动智能手机广告 11% 24% 41% 4% 0% 20%

Real time bidding (RTB) 实时竞价广告（ RTB） 11% 41% 20% 0% 0% 28%

Other 其他 2% 9% 20% 0% 0% 70%

How digital platforms investment change in 2014广告主 2014 年网络媒体投放预算变化



Across the marketers surveyed - the annual average planned spend on all digital marketing activity is increasing year on year, and in 2014, the average is around RMB 25.3 million – almost 9% higher than planned spending in 2013. 综合所有受访广告主数据，广告主数字营销预算逐年增加， 2014 年年度该平均值为 2530 万 - 比 2013 年增加了 9% 。

More than a quarter of marketers plan to spend above RMB 50 million on digital marketing in 2014. 多于四分之一的受访广告主表示 2014 年数字媒体营销预算将超过五千万。

(Average: RMB 25.3 million)

2014 annual digital spending 2014 年数字营销预算




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2. Digital ROI 2. 数字营销效果研究

74% of marketers expressed confidence in achieving their digital goals and objectives – down on 2013 shows more advertisers are questioning the ROI of digital marketing spending.

2014 年， 74% 的受访广告主表示他们对于数字媒体营销效果有信心，相比 2013 年来说，这个比例有所下降，显示更多的广告主对数字媒体营销效果存在质疑。

Advertisers’ confidence on digital ROI 广告主对数字媒体营销效果的信心度


Competiveness of advertiser’s digital media price广告主的数字媒体价格是否具竞争性

78% of marketers believe they are paying the ‘average industry price’ for their digital activity. 78% 的受访广告主认为他们的数字媒体价格与行业平均水平差距不大。 Just 13% think they are paying a competitive price, the rate is 7% less than 2013. 只有 13% 的受访广告主认为他们的价格非常具有竞争力，低于 2013 年水平。



52% of marketers are satisfied with their Search and Video activity, both have huge increase from 2013. 28% satisfied with their Industry Verticals ROI – same as 2012.

2014 年， 52% 的受访广告主对搜索广告以及视频广告的投放效果最为满意，对比 2013年有较大提升。 28% 的广告主对垂直行业网站的投放效果最为满意，与 2013 年一致。 Mobile (24%), WeChat (20%) and Micro-

blog (20%) are the next three platforms that marketers are happy with. 移动广告（ 24%），微信（ 20%）和微博（ 20%）是仅次于上述三者的数字媒体媒体投放平台。

Most satisfied digital platforms in 20132013 年最满意的数字媒体投放平台



Just 17% of marketers commented the current evaluation KPIs (Impression, Click, CPM, CTR etc.) meet expectations, which confirms there is a need for new KPIs for better evaluation. 仅有 17% 的受访广告主认为现有的效果衡量指标（如 Impression, Click, CPM, CTR 等）能够满足需求，表明广告主迫切需要能更为满足现有数字媒体营销效果评估需求的衡量指标。

Do the current evaluation KPIs meet expectation?现有的效果衡量指标能否满足需求 ?



Evaluation KPIs top10 (Video, Social Media, Mobile Ad)效果衡量指标前十（视频广告、社会化媒体、移动广告）

As above results, though the evaluation KPIs are similar for the three platforms, marketer’s top choice is different . CTR (15%), Repost rate (28%) and CPC (11%) are considered to be the top one KPI for Video, Social media and mobile ad evaluation. 如上述结果所示，虽然广告主使用的前十衡量指标各有类似，但是在面对不同的数字媒体时，广告主的使用各有侧重。

Evaluate Video ad KPI评估视频广告指标CTR 点击率 15%Converting rate 转化率 15%CPM 每千人成本 11%Reach 到达率 11%CPC 每点击成本 9%Impression 印象数 7%UV 网站独立访客 7%Repost Rate 转发率 7%Click 点击数 4%Landing rate 4%

Evaluate Social media KPI 评估社会化媒体指标Repost Rate 转发率 28%Fans 粉丝 11%UV 网站独立访客 9%CPC 每点击成本 11%Comments 评论数 4%Reach 到达率 4%User preference 用户偏好 2%Bounce rate 跳出率 4%Impression 印象数 2%Virtual frequency 虚拟频率 2%

Evaluate Mobile ad KPI 评估移动广告指标CPC 每点击成本 11%User preference 用户偏好 9%Impression 印象数 7%Reach 到达率 7%Click 点击数 7%CTR 点击率 7%UV 网站独立访客 4%Stay length 停留时长 4%CPS 以实际销售产品数量来换算广告刊登金额 4%

CPA 每行动成本 2%



Third party consulting on analyzing digital ROI第三方咨询机构参与数字营销效果分析

83% of respondents have invited the third party consultancy to analyze their digital marketing ROI. And 93% of them think it’s important for the third party consultancy to analyze digital ROI and provide industry benchmark.

83% 的受访广告主邀请了第三方咨询公司参与其数字媒体营销效果分析过程， 93% 的广告主认为第三方咨询公司对数字媒体营销效果进行分析，并提供行业投放衡量基准是重要的。



93% of marketers think it’s important for an independent third-party monitoring specialist to monitor their digital marketing outcomes.

93% 的受访广告主认为由第三方监测机构对数字媒体营销效果进行监测评估很重要。

Third party monitoring on monitoring digital ROI第三方监测机构对数字营销效果进行监测评估




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3. Digital Integration3. 数字媒体整合营销研究

Cross-screen evaluation and the holistic planning on 2014 budget广告主进行跨屏媒体营销效果整合分析，并在制定2014 年预算时是否进行整体规划

Similar as 2013, measuring the outcome of cross screen activity is still seen as a major challenge over the coming year. 与 2013 年情况类似， 2014 年，衡量分析跨屏营销效果对于广告主来说仍旧是挑战。

43% of marketers already have an evaluation system and budget dividing in place, a further 28% have cross screen evaluation but no idea about budget dividing

43% 的受访广告主已经开始对电视媒体、电脑视频和移动视频多方跨屏媒体营销效果进行综合分析考量，并整体进行预算划分，另外 28% 的广告主已经开始考量营销效果，但对预算划分知之甚少。 13% commented will consider to have

the evaluation on their agenda, but don’t know how.

13% 的广告主表示已开始考虑综合效果分析，但不知如何有效进行。


98% of respondents think it’s necessary to have digital media data jointly evaluated and managed.

98% 的受访广告主认为应该将数字媒体整合营销数据进行统一管理及考核。

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73% of respondents started to analyze and use the ‘Big data” generated from digital media campaigns.

73% 的受访广告主通过数字媒体整合营销获得的“大数据“资料进行分析及利用。

“Big data” analysis and evaluation“ 大数据”分析及考核

Necessity to use Big data 使用大数据的必要性

If started to use “Big data”是否已开始使用大数据



CRM (33%), Audience targeting (21%) and Cross-screen optimization (18%) are the top three areas for advertisers to apply “big data” analysis results. 客户关系管理（ 33% ）、精准投放（ 21% ）以及跨屏优化（ 18%）是广告主运用“大数据”分析结果的三个主要领域。

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The specific application of “Big data” results“ 大数据”分析结果的应用领域



For digital integration marketing, 61% of respondents take advantages of “big data” to improve precise targeting, 36% to improve CRM and 24% use it to improve consumer insights. 在数字媒体整合营销领域， 61% 的受访广告主运用大数据分析结果进行精准投放， 36%的受访广告主根据大数据分析结果进行客户关系管理， 24% 的受访者则利用大数据提升消费者洞察。

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The specific application of “big data” results in digital integration marketing area“ 大数据”结果在数字媒体整合营销领域的应用



In 1st tier cities, under the circumstances that TV CPRP is more expensive and audiences have already got used to OTV, OTV is not only used as supplement for TV, but also as a mainstream channel at large scale; while in the lower tier cities, TV appears to remain its competitiveness一线城市，电视广告的价格较贵，且用户在线视频收看习惯已养成，因此在线视频有时已不仅作为电视广告补点，而在更大规模上投放；与此对应，在二三四线城市，电视广告的价格通常还是更有竞争力

Media vendors and agencies have the motivate to overstate data; even third party monitoring data varies in sources and periods, which really adds confusion and risk to marketers 媒体主和代理商，都有夸大在线视频流量数据的动机；甚至第三方监测公司给出的监测报告，也差异较大；这点给广大广告主带来了不小的困扰和风险因素 More and more marketers are starting to think

about and use the virus video/UGC instead of simple pre-roll ads 越来越多的广告主，开始考虑或尝试病毒视频、用户自制视频来替代常规的视频前贴片硬广

Marketers who have invested in both OTV and TV through 4A agencies are more inclined to adopt mix reach cross screen strategy. However, the integration with mobile and OOH video is still at conservative stage 同时投放 OTV 和 TV ，且和 4A 代理商合作的广告主，做跨屏优化的比例较大；但同时整合移动端视频和户外视频的比例较小


Gathering up of respondents’ comments on Cross screen受访广告主对跨屏开放性评论总结



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41% of respondents start e-commerce from the past one or two years, 35% respondents activated e-commerce from several years ago, only 22% of them are still uncertain about launching e-commerce.

41% 的受访广告主在近一两年内启动了电子商务业务， 35% 的受访者几年前就开始了电子商务业务。仅有 22% 的受访者仍不确定是否会开启电子商务业务。

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4. E-Commerce4. 电子商务研究

If marketers launch e-commerce business广告主是否开始了互联网线上商城业务


80% of respondents launched its e-commerce by mainstream platform. 11% of them have their own online shops.

80% 的受访广告主选择搭载主流电商平台来运作线上商城业务，只有 11% 的受访者搭建了自营线上商城。

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The models of e-commerce business operation线上商城的运作模式



JD.com (86%) and Tmall (86%) are shown as the top choices for advertisers for their e-commerce business, followed by 1 haodian (43%). 最受广告主欢迎的主流线上商城平台是京东商城和天猫商城，分别有 86% 的受访广告主选择搭载。其次是 1号店， 43% 的受访广告主搭载。

Mainstream platforms to marketers广告主主要搭载哪些主流线上商城平台



To 43% of interviewed marketers, e-commerce is quite important for their business in 2014, another 35% of them believe that is very important. Only 4% of respondents think e-commerce is not quite important to their overall business.

43% 的受访广告主认为 2014 年线上商城对公司的业务发展会起到比较重要的作用， 35%的受访广告主则认为非常重要。只有 4% 的被访者将线上商城的作用评定为比较不重要。

The importance of e-commerce business in 20142014 年线上商城对于公司业务的重要性



The different ecommerce policies among 3rd parties will affect marketer decision 第三方平台的电商政策不尽相同，这也会影响到广告主的决策

Generally speaking, the 3rd party ecommerce platforms enjoy better ROI than brand owned platforms. The huge traffic brought by the 3rd party portal effect is the major advantage 第三方电商平台效果通常好于自有平台，第三方大流量引入是主要优势

Ecommerce departments are often independent from marketing team. Marketing team didn’t pay enough attention to ecommerce importance 不少企业电商部门单独运营，因此品牌市场部的人，并不一定特别重视

The contribution of ecommerce to total sales volume varies in category and brand with a wide range from 3%-40% 电商对整体销售的贡献率，随品类、品牌差异较大，区间值介于 3%-40%之间


Gathering up of respondents’ comments on E-Commerce受访广告主对电子商务开放性评论总结

How to balance the interest of both ecommerce and BTL shop is the main issue when marketer consider the importance and timing of ecommerce 是否开启电商、以及电商对整体业务的重要性考量，通常需平衡电商渠道和实体店的利益



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5. Social Media5. 社会化媒体营销研究

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To 80% of respondents, sina weibo served as the billboard, above 20% of respondents integrate weibo for interaction with consumers and new product promotion. 对于 80% 的受访广告主来说，新浪微博起到了公告牌的作用，其次多于 20% 的广告主主要运用新浪微博来与消费者互动以及新产品的推广。

The role of sina weibo in digital media marketing新浪微博在数字媒体营销中的角色


As the digital marketing platform, WeChat is facing challenges, 52% of respondents reflect that the biggest challenge is the difficulty to attract targeting consumers, 37% of respondents pointed out that the challenge is the difficulty in evaluating the outcome .

52% 的受访广告主认为微信作为互动营销平台，难以吸引足够的目标人群， 37% 的受访广告主表示微信营销面临的最大挑战是难以评定投放效果。

The biggest challenge for WeChat marketing开展微信营销面临的最大问题



11% of them will consider by cases. Douban and Renren are comparatively high recommended by respondents (7%).

11% 的受访广告主会根据情况安排。豆瓣网与人人网相对受广告主的欢迎，分别有7% 的受访者表示会将其纳入 2014 年社交媒体营销计划。

67% of them said there will be no other options besides Weibo and WeChat..

67% 的受访广告主表示暂无除微博和微信之外的其他社交媒体营销平台计划。

The other social media options for 2014 digital marketing besides Weibo and WeChat除微博微信以外的其他社交媒体营销平台计划



The lack of trustworthy monitoring and evaluation method is a consistent concern for social media. Marketers begin to think more of quality evaluation rather than merely quantity numbers. 社交媒体缺乏监测和评估手段。更多市场主将不再着重量上的评估，而更看重粉丝和活动的质量。

Most marketers hold a positive view on the integrated role of WeChat 多数广告主看好微信作为多模块聚合平台的潜质

Social media can build up and maintain brand awareness & preference in the long term, but seem to be weaker in converting impression to direct sales 社交媒体能长期塑造并维持品牌好感度，但销售转换率不明显。

Social media campaigns need more innovation in both model and content. Fans participation decreased during the time. Precise audience targeting and content generating will be the future trend 社交媒体推广内容和模式均显乏力，粉丝活跃度不够。未来更多的社交媒体活动将更着眼于精细化内容和受众定位


Gathering up of respondents’ comments on Social media受访广告主对社会化媒体开放性评论总结



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6. RTB (Real Time Bidding)6. 实时竞价 RTB

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43% of respondents presents that they know few about RTB, but have hired the professional agencies to do RTB marketing .

43% 的受访广告主表示对实时竞价不甚了解，但是有专业代理机构进行营销。 28% of respondents know RTB very

well, and the knowledge comes from professional agency training and experience.

28% 的受访广告主由于专业代理公司的培训以及积累的经验，已经对实时竞价十分了解。

The knowledge about RTB广告主对实时竞价 RTB 的了解程度


11% of respondents totally agree with RTB, which is obviously higher rate than 2013, another 39% commented agree with RTB, while 4% disagree with it.

11% 的受访广告主表示非常认可 RTB ，另外39%比较认可，仅有 4% 的人表示并不认可。

The acceptance of RTB对实时竞价购买形式的认可度



39% of respondents have already tried RTB as one of the digital media buying models in 2013, while others not.

2013 年， 39% 的受访广告主已经开始尝试RTB 的购买形式，而 61% 的人则还没有开始尝试。

The application of RTB in 20132013 年是否已经开始尝试 RTB 的购买形式



The top three models marketers applied in 2013 were: Ad exchange platform by search website (56%), AD Exchange platform(e. g. adchina) (50%), Ad exchange platform by portal website (39%). 广告主 2013 年使用过的 RTB 购买形式前三名为：搜索网站类的广告交易平台（ 56%）， AD Exchange 平台（如易传媒等）（ 50%）以及门户类网站的广告交易平台（ 39%）

RTB models applied in 20132013 年使用过的 RTB 购买形式



44% of respondents reflected that real time biding cannot offer a good ad position in 2013, 28% of respondents pointed out low converting rate of RTB in last year.

44% 的受访广告主表示 RTB竞价形式无法提供良好的广告投放位置， 28% 的受访者指出实时竞价的转化率并不理想。

The challenges of using RTB models in 20132013 年实施 RTB 竞价形式面临的问题



Some of the marketers mentioned they don't quite understand/ trust RTB 部分广告主对 RTB模式的理解和信任度不够

Gathering up of respondents’ comments on RTB受访广告主对 RTB 开放性评论总结


Some of the marketers are confused with technology tactics of programmatic buying. Some even can't tell Ad network and RTB apart 多数广告主对技术细节很困惑，甚至分不清网盟、实时竞价等程序化购买模式

Some of the marketers mentioned they don't have the expertise to choose the proper RTB vendor so that they only can rely on recommendations and proposals from incumbent media agency. 多数广告主不知如何选择 RTB供应商，常依赖于现任媒介代理商的推荐与提报

RTB might have lower cost, but the risk of editorial environment controlling may also be a challenge

RTB可能会有更低的单价，但是否能很好控制其编辑内容环境是个挑战


AdMaster is the leading independent digital advertising tracking service provider in China. Our service consists of online, mobile, social media ad tracking, advanced data analytics, consulting and research services for online and cross-screen campaigns.

With multiple years of experience and growing understanding in online marketing of China, AdMaster commits itself to developing and innovating new products, including TrackMaster 、 PlanMaster 、 WeiboMaster 、 BuzzMaster 、 SurveyMaster 、 CSRMaster 、 PanelMaster 、 SiteMaster 、 ReviewMaster, which provides digital solutions of media measurement, optimization, audience analysis, social media evaluation, buzz tracking, online survey for advertisers. AdMaster has been serving over 300 brand advertisers for more than 3,000 online advertising and social marketing campaigns in FMCG, IT, Auto, Electronic Commerce industry such as P&G, Yili, Haier, LVMH, Estee Lauder, Durex, Volkswagen and other Global 500 companies. AdMaster, as a trusted third party, is widely accepted by major online media and ad networks in China.

AdMaster 精硕科技成立于 2006 年 , 是中国领先的独立第三方数字营销全流程监测评估服务提供商。 AdMaster 将多年对中国网络营销的理解与实践注入产品研发与创新，通过技术驱动帮助广告主实现网络广告效果监测与调研的更深入结合、网络营销的平台化整合，以实现广告主的品牌传播与营销效果 ROI 的有效提升。 AdMaster拥有业界最丰富的产品解决方案，通过包括

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关于精硕科技

About AdMaster

http://www.admaster.com.cn/

mailto:[email protected]


What do we do?

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一站式贴身管家模式的服务

A Platform Tailored for the Whole Process Management of Advertising in China

Professional Analyzing and Managing Tool for Weibo Marketing

Leading Organization in Web AnalysisThe Most Insightful Monitoring System of Online Sentiment

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One-Stop Puzzle-Solver Service

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• TrackMaster解决广告主与代理公司在互联网广告过程中管理项目、监测数据、分析报告、优化投放的需求与问题。• TrackMaster has been working for advertisers’ and

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R3 is a global marketing consultancy with its heart in Asia. We work with eight of the world’s top twenty marketers on helping drive greater effectiveness and efficiency from their marketing.

Our services: Independent research on marketing impacts, Agency Selection and Compensation, Independent media auditing and analysis, Best practice audits of the marketing process.

胜三（ R3）公司是一家全球独立营销顾问公司，总部在亚洲，致力于帮助营销者及其营销代理商提升营销效率及有效性。公司于 2002 年成立，与全球顶尖的 20家营销者中的八家保持长期良好的合作关系，包括可口可乐、 VISA 、强生、雀巢、麦当劳、三星和新加坡电信等。我们的核心业务分为两大板块，一方面帮助营销者寻找合适的营销代理商、谈判费用体系、并经营长期合作关系。另一方面是向各大领导品牌提供媒介投放审计、衡量评估各种赞助和合作项目的效果以及整体营销传播的投资回报率。 Please visit our website for details (详情请登录我们的网站 ): www.rthree.com

About R3

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What do we do?

61

MARKETING IMPROVING EFFICIENCY AND EFFECTIVNESS

RETURN OF INVESTMENT

AGENCY REMUNERATION

AGENCY REVIEW

AGENCY RELATIONSHIPS

RETURN ON MEDIA

RETURN ON ASSETS


R3 REVIEW Independent consulting to help you find the right agency partners.


REMUNERATION

Agency fee negotiations and benchmarking to drive better performance


RELATIONSHIPSCLIENT AGENCY PERFORMANCE EVALUATION (CAPE)

Analysis of your internal and agency process with clear ideas to achieve best practice


Return on Media


Return on Assets


Return on Investment


ThankYOU

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