用户最多的SEM推广怎么做？谷歌有竞价推广功能吗？营销人必看
用户最多的SEM推广怎么做？谷歌有竞价推广功能吗？营销人必看
How to Do SEM Promotion with the Most Users? Does Google Have Bidding Promotion? A Must-Read for Marketers
程序化购买的8个趋势（8 Trends in Programmatic Buying）
1. 快速增长的市场潜力（Rapid Market Growth Potential）
尽管目前程序化广告购买在整个网络广告中所占比例不大，但其未来发展趋势强劲。根据品友互动数据研究学院和IAB的数据，未来3年内，RTB和PDB的总增长率将保持超过150%的增速。
Although programmatic ad buying currently accounts for a small portion of online advertising, its growth potential is strong. According to data from IPinyou Research Institute and IAB, RTB and PDB will maintain a growth rate of over 150% in the next three years.
2. 品牌投放的关键因素（Key Factors for Brand Investment）
品牌是否选择程序化购买取决于市场化程度和消费者接触度。竞争越激烈，对DSP的需求越大；消费者接触度越高，DSP的价值也越大。
Brands' adoption of programmatic buying depends on market competition and consumer engagement. The more competitive the market, the higher the demand for DSP; higher consumer engagement also increases DSP's value.
3. 点击并非唯一标准（Clicks Are Not the Only Metric）
数据显示，90-99%的转化来自未点击广告的用户。这表明曝光本身就能带来效果，不应仅以点击率衡量广告成效。
Data shows that 90-99% of conversions come from users who didn't click ads. This proves that impressions alone drive results—clicks shouldn't be the only success metric.
4. 曝光直接影响搜索（Impressions Directly Impact Search）
传统AISAS模式正在变化，广告曝光不仅提升品牌好感度，还会直接刺激搜索行为。
The traditional AISAS model is evolving—ad impressions don't just build brand affinity but directly trigger search behavior.
5. 视频和移动资源崛起（Video & Mobile Resources Are Booming）
DSP平台已接入大量视频和移动流量，如品友互动每日可对接10亿视频和10亿移动流量。
DSP platforms now integrate massive video and mobile traffic—IPinyou handles 1B video and 1B mobile impressions daily.
6. 优质流量开放（Premium Inventory Availability）
媒体不再仅将剩余流量给DSP，门户首页广告位和PDB（私有程序化购买）的普及提升了DSP流量质量。
Media now allocates premium inventory (even homepage placements) to DSPs, with PDB further elevating inventory quality.
7. DSP提升新客覆盖（DSP Improves New User Reach）
相比固定位投放，DSP能显著改善广告的新用户覆盖率，适合新品上市推广。
Compared to fixed placements, DSPs dramatically improve new user acquisition—ideal for product launches.
8. 行为数据＞物理属性（Behavioral Data > Demographics）
行为数据驱动的广告效果比人口属性高2.3倍，数据流动性（如打通CRM系统）可进一步提升ROI。
Ads using behavioral data perform 2.3x better than demographic targeting. Data liquidity (e.g., CRM integration) further boosts ROI.
名词解释（Glossary）
私有程序化购买（PDB, Private Deal Buying）：品牌将传统广告位交由DSP实现程序化购买，针对不同用户展示个性化广告。
Brands allocate traditional ad inventory to DSPs for personalized programmatic delivery.
数据来源：品友互动CEO黄晓南在2014 RTB峰会演讲（Source: IPinyou CEO Nancy Huang's 2014 RTB Summit Presentation）
