为什么外贸推广首选谷歌？解析2014年DSP行业发展趋势

为什么外贸推广首选谷歌？解析2014年DSP行业发展趋势

Why Choose Google for Foreign Trade Promotion? Analysis of 2014 DSP Industry Trends

随着数字营销的快速发展，外贸企业越来越重视通过谷歌等平台进行全球推广。 艾瑞咨询最新发布的《2014年DSP行业分析报告》揭示了程序化购买市场的重大变革，这些趋势对外贸企业的数字营销策略具有重要指导意义。

With the rapid development of digital marketing, foreign trade enterprises are increasingly focusing on global promotion through platforms like Google. The latest "2014 DSP Industry Analysis Report" released by iResearch reveals significant changes in the programmatic buying market, which provides important guidance for the digital marketing strategies of foreign trade enterprises.

2013-2014年DSP行业五大变化

Five Major Changes in DSP Industry from 2013 to 2014

1. DSP概念弱化，程序化购买产业链多角色并重
2014年，业内开始关注全局化的程序化购买行业，促进ADX、SSP、DMP等平台共同发展。

1. Weakening of DSP Concept, Multi-role Emphasis in Programmatic Buying Industry Chain
In 2014, the industry began to focus on the overall programmatic buying industry, promoting the joint development of platforms such as ADX, SSP, and DMP.

2. RTB与非RTB齐头并进
2014年Non-RTB的程序化购买方式认知度和接受度大幅提高，成为市场增长的重要动力。

2. Parallel Development of RTB and Non-RTB
In 2014, the awareness and acceptance of Non-RTB programmatic buying methods increased significantly, becoming an important driving force for market growth.

3. 购买方式多样化
广告主可根据需求选择首选交易、程序化预定、优先购买等多种方式。

3. Diversification of Buying Methods
Advertisers can choose preferred deals, programmatic reservations, priority purchases and other methods according to their needs.

4. 资源向垂直细分发展
移动和视频资源加入程序化购买阵营，预计2017年移动程序化购买市场规模将超过35亿元。

4. Resources Developing Towards Vertical Segmentation
Mobile and video resources joined the programmatic buying camp, and the mobile programmatic buying market size is expected to exceed 3.5 billion yuan by 2017.

5. DMP平台蓬勃发展
2014年国内DMP平台从7家增至19家，分为第一方DMP和第三方DMP两类。

5. Flourishing Development of DMP Platforms
In 2014, the number of domestic DMP platforms increased from 7 to 19, divided into first-party DMP and third-party DMP.

外贸推广为何首选谷歌？

Why Choose Google for Foreign Trade Promotion?

1. 全球覆盖优势
谷歌拥有全球最大的搜索引擎市场份额，覆盖200多个国家和地区，是外贸企业触达全球客户的最佳渠道。

1. Global Coverage Advantage
Google has the largest market share of search engines worldwide, covering more than 200 countries and regions, making it the best channel for foreign trade enterprises to reach global customers.

2. 精准投放能力
结合DSP技术，谷歌广告可实现精准定位目标受众，提高转化率。

2. Precise Delivery Capability
Combined with DSP technology, Google ads can accurately target the intended audience and improve conversion rates.

3. 程序化购买支持
谷歌广告平台支持RTB和非RTB等多种程序化购买方式，满足不同营销需求。

3. Programmatic Buying Support
Google's advertising platform supports various programmatic buying methods including RTB and Non-RTB to meet different marketing needs.

4. 数据分析优势
谷歌强大的数据分析工具可帮助外贸企业优化广告效果，提高ROI。

4. Data Analysis Advantage
Google's powerful data analysis tools can help foreign trade enterprises optimize advertising effectiveness and improve ROI.

2015年程序化购买市场展望

2015 Programmatic Buying Market Outlook

传漾等国内领先的程序化企业推出了Programmatic Framework™等创新解决方案，为广告买卖各方提供一站式的程序化服务。随着移动和视频资源的加入，程序化购买市场将迎来更广阔的发展空间。

Leading domestic programmatic companies such as ChuanYiang have launched innovative solutions like Programmatic Framework™, providing one-stop programmatic services for all parties in advertising transactions. With the addition of mobile and video resources, the programmatic buying market will usher in broader development space.