For info about the proprietary technology used in comScore products, refer to
关于视频广告，你所需要知道的一切
Everything You Need to Know about Video Advertising
黄欣宇 Huang Xinyu
高级副总裁，大中华区董事总经理，comScore, Inc.
© comScore, Inc. Proprietary. 2
生活曾经相对简单… Life used to be simple…
I1
I2
I3
In-1
In
In >= %
I1+I2+I3+…+In-1+In = 100%
... ...
Step 1.
Step 2.
© comScore, Inc. Proprietary. 3
如今…哪部剧？独播？首播？哪儿买？受众？…平台？
媒体？
平台？
内容？
受众？
© comScore, Inc. Proprietary. 4
…哪个广告位？
? ?? ? ?
© comScore, Inc. Proprietary. 5
Transparency
© comScore, Inc. Proprietary. 6
在八月的某一天
One Day In August
媒体和内容的故事
© comScore, Inc. Proprietary. 7来源: comScore Video Ad Metrix (Beta)
© comScore, Inc. Proprietary. 8来源: comScore Video Ad Metrix (Beta)
同类的内容，类似的播放量…不同的受众群体
男性，25-34岁
18-34岁，男女相对均衡
© comScore, Inc. Proprietary. 9来源: comScore Video Ad Metrix (Beta)
同样的内容，不同媒体…不同的受众群体
© comScore, Inc. Proprietary. 10来源: comScore Video Ad Metrix (Beta)
地域的差别，特别是长尾的区别
© comScore, Inc. Proprietary. 11来源: comScore Video Ad Metrix (Beta)
一天24小时中，各个受众群体不同的特点（在八月某几天）
© comScore, Inc. Proprietary. 12来源: comScore Video Ad Metrix (Beta)
一天24小时中，各个受众群体不同的特点（在八月某几天）
© comScore, Inc. Proprietary. 13
在八月的某一天
One Day In August
广告主和品牌的故事
© comScore, Inc. Proprietary. 14来源: comScore Video Ad Metrix (Beta)
© comScore, Inc. Proprietary. 15来源: comScore Video Ad Metrix (Beta)
1.广告主
2.品牌
4.投放的内容
3.媒体投放的比例
© comScore, Inc. Proprietary. 16来源: comScore Video Ad Metrix (Beta)
不同的投放位置–不同的效果？
© comScore, Inc. Proprietary. 17来源: comScore Video Ad Metrix (Beta)
受众到达 –每一个品牌／产品、每一个广告位
© comScore, Inc. Proprietary. 18
更好、更有效地规划、实施、衡量视频广告活动：
• 在相关的节目内容
• 适当的时间
• 投放到相关的受众群体中
• 达到合理的频次
• ROI！ ROI！ ROI！
为什么要了解这么多细节？Why Are We Doing This？
For info about the proprietary technology used in comScore products, refer to
谢谢！
黄欣宇 Huang Xinyu
高级副总裁，大中华区董事总经理，comScore, Inc.
xhuang@
