Mạng hiển thị
Transcript of Mạng hiển thị
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Google Condential and Proprietary 1 Google Condential and Proprietary 1
Google Display Network Vietnam
Presented by: Jason Le & Phat Hong
Date: 29 May 2013
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Google Condential and Proprietary 2 Google Condential and Proprietary 2
Ni Dung
Hiu Bit V Ngi Tiu Dng Trc Tuyn Vit Nam
Nhng Hiu Bit V Ngi Dng Google
Mang Hin Th Google Lm th No Tip Cn Khch Hng
Google Gip Mng Trc Tuyn Tng Hiu Qu Kinh Doanh Cho Bn
Cc i Tc Google
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2
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5
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Google Condential and Proprietary 3 Google Condential and Proprietary 3
Hiu Bit V Ngi Tiu Dng Trc Tuyn Vit Nam
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Google Condential and Proprietary 5 Google Condential and Proprietary 5
71%
Tin Tc 54%
47%
Tm Kim Tng Qut (Google, Yahoo etc)
46%
Gii Tr/Tr Chi 38%
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2
3
4
5
36%
Phim nh/Truyn Hnh 25%
Kt Ni Mng X Hi (Facebook etc)
25%
25%
24%
6
7
8
9
10
Thng Tin Gii Tr
mNhc
K Thut & Cng Ngh
S Kho &Th Thao
Phim S
5 TNS Vietnam Digital Profiling July 2012 Question: Q17 Types of websites used daily Sample base: Vietnam internet users n=1,010
Tm kim l mt hot ng ph bin nht khi khch hng truy cp mng Internet 71% khch s dng s dng tm kim mi ngy. Ngi dng Internet tm kim tin tc, gii tr, kin thc mi v kt ni vi bn b.
Types of sites visited daily
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Google Condential and Proprietary 6 Google Condential and Proprietary 6 6
69%$
23%$
84%$
Mua Hng
Tip Tc Nghin Cu Trc Tuyn
Nghin Cu Ngoi Tuyn
TNS Vietnam Digital Profiling July 2012 Question: Q31 Online advertising. Q33 Online advertising action Sample base: Vietnam internet users n=1,010; Recall online advertising n=786
Gn 8 trong 10 lt khch nh nhn hiu sn phm qung co trc tuyn v tm hiu su hn qua cc trang websites trc tuyn. Gn 1 trong 4 lt khch nh nhn hiu sn phm qung co trc tuyn quyt nh mua hng hoc thng hiu.
Hnh$ng$Sau$Khi$Thy$Qung$Co$
78%$YES$
Qung Co Trc Tuyn Dn Ti Nghin Cu Su Hn Trc Tuyn
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Google Condential and Proprietary 7 Google Condential and Proprietary 7 7
Ngoi Tuyn, Ngi S Dng Internet Vit Nam Xem Xt Nhn Hiu Qung Co Trc Tuyn v Tch Cc So Snh Cc Sn Phm, Gi Cho Bn B V Thm Cc Ca Hng.
Nghin Cu Ngoi Tuyn
44%$
37%$
30%$
So snh cc nhn hiu/sn phm
Gi Cho Bn B, ng Nghip, Gia nh
Thm Ca Hng/ Chi Nhnh/ Nhn Hiu (Top 3 )
TNS Vietnam Digital Profiling July 2012 Question: Q33 What did you do after seeing the advertisement on the internet? Sample base: Vietnam internet users, recall online advertising n=786
Qung Co Trc Tuyn Vi Hnh ng Ngoi Tuyn 7 Trong 10 Lt Khch S Dng Internet
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Google Condential and Proprietary 8 Google Condential and Proprietary 8
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S Thay i Trong Vic S Dng Mng Truyn Thng Vit Nam Thi Lng dng Internet hn 2.5 ln so vi xem TV
Base: All Respondents (Natural fall-out)
* Theo Nghien Cu Ca TNS Australia
n=1094
S dng Phng Tin Truyn Thng
36h
14h
3h
6h
- Ngi dng Internet Vit Nam xem trung bnh 6.2 trang web mt ngy*
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Google Condential and Proprietary 9 Google Condential and Proprietary 9 9
TNS Vietnam Digital Profiling July 2012 Question: Q32 Online advertising attitude? Sample base: Vietnam internet users, recall online advertising n=786
Thi i Vi Cc Nhn Hiu Qung
Co Trc Tuyn
Tng Nhn Thc V Nhn Hiu
Khm Ph Nhn Hiu
Xy Dng Hnh nh Tt Cho Thng Hiu
- 2/3 ngi dng - Qung co trc tuyn nh mt cch tng kin thc & nim tin v nhn hiu
- 53% ngi dng - Qung co trc tuyn l cch tt bit n cc khuyn mi v gim gi
i
Ngi Tiu Dng Ngh G ?
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Google Condential and Proprietary 10 Google Condential and Proprietary 10
Nhng Hiu Bit V Ngi Dng Google
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Google Condential and Proprietary 11 Google Condential and Proprietary 11
MUA
Online Reviews
Newspaper
Magazine
Friends
Social Media
Advertisements
In-Store
Blogs
Television
Radio
Ngi Tiu Dng Tm Kim Thng Tin T Cc Ngun Khch Nhau
Source: Think Auto 2011 (USA)
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Google Condential and Proprietary 12 Google Condential and Proprietary 12
ng Dn Cch Thc Ngi Tiu Dng Mua Hng
Mua Hng
Finding the best deal
Ng tiu dng tm kim trc tuyn
Qu trnh nghin cu; c nhn xt
Thm trang web nhn hiu v im mua hng
Nhn Bit Hnh Trnh
96.3%&
18%&
46%&
Xem Xt im Mua Hng
Quan Tm Quyt nh
3.8 tr ngi s dng 28 tr trang xem/thng 2,500 trang
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Google Condential and Proprietary 13 Google Condential and Proprietary 13
Bn c bit Ngi s dng Internet Vit Nam xem trung bnh 6 trang
websites mt ngy
Vi Cu Hi Trc Tm Lt
Cu Hi #1
Bn c bit
2/3 ngi tham gia kho st cho bit h hiu bit thm v
thng hiu qua cc qung co trc tuyn.
50% ngi dng cho bit qung co trc tuyn l cch rt tt bit cc khuyn mi v gim gi.
Cu hi #2 Cu Hi #3
Cng vi mng Tm kim, Mng Hin Th Google Tng Hiu Qu Kinh
Doanh ?%
+22% Tng Lng Mua Bn Hng So Vi Ch Mng
Tm Kim
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Google Condential and Proprietary 14 Google Condential and Proprietary 14
Mng Hin Th Google Lm Th No Chng Ti C Th Gip Bn Tip Cn Khch Hng Hiu Qu
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Google Condential and Proprietary 15 Google Condential and Proprietary 15
Quyt nh u T Tt Hn
Bng cc hiu bit su v ngi tiu dng, hiu sut hot ng v cc chuyn
ngnh mc tiu
Nm Bt Khonh Khc Quan Trng
Bng cch tip cn hng t ngi s dng mng, ng ni ng lc, vi thng ip & tri nghim p ng nhu cu c nhn m khch hng
yu thch
Google Gip Bn Nm Bt C Hi Trn Internet
Chng Ti H Tr:
Hot ng Mnh M, Nhanh Chng,
Hiu Qu Bng cch s dng cc cng ngh ti u p ng c
cc nhu cu kinh doanh a dng
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Google Condential and Proprietary 16 Google Condential and Proprietary 16
Qung Co Vn Bn
Qung Co Hnh nh
Trang Web V Cc Trang Trn Thit B in Thoi Thng Minh
Mng Hin Th Google (Vietnam) Cc Dng Qung Co
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Google Condential and Proprietary 17 Google Condential and Proprietary 17
Nm Bt Khonh Khc Quan Trong
Bng cch tip cn hng t ngi s dng mng, ng ni ng lc, vi
thng ip & tri nghim p ng nhu cu c nhn m khch hng yu thch
Google Gip Bn Nm Bt C Hi Trn Internet
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Google Condential and Proprietary 18 Google Condential and Proprietary 18
Tm
Ki
m
c Thy Qung Co Samsung Mi
Xem Video v cch ci t playlist
Tm Kim khuyn mi cho in thoi Samsung mi
Tm Kim: Buy Samsung New phone
Mn
g H
in
Th
Nhn Bit Quan Tm Xem Xt Mua Hng
Thm Cc Khon Khc Lin H Khc
Tip cn ngi tiu dng ng ni, ng lc trong qu trnh mua sn phm
Tm Kim: Samsung New Phone reviews
c cc nhn xt v cc sn phm khc
Ti Sao Mng Hin Th Google ?
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Google Condential and Proprietary 19 Google Condential and Proprietary 19
Xc nh ng i Tng
Khch Hng
Gi C Hp L
Nhn Thc V Thng Hiu
Ngi Tiu Dng Mi
Tip cn thm gn 20% lng khch mi so vi
lng khch Tm Kim*
Quyn kim sot cc trang web hin th qung co ca bn
H tr cc dng qung co sng to v hp dn
C tim nng r hn so vi mng Tm Kim*.
* Source: GDN Performance Trends Whitepaper http://www.google.com/ads/research/gcnwhitepaper/
Mng Hin Th Google Gip Bn
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Google Condential and Proprietary 20 Google Condential and Proprietary 20
Nhm Mc Tiu Theo Ng Cnh
Khch Hng Mc Tiu
Cc Dng Qung Co Nhm Mc Tiu i Tng
Qung co hin th trn cc trang i tc
V
Mng Hin Th Google (Vietnam)
ng Qung Co Cho ng i Tng Ti ng Thi im
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Google Condential and Proprietary 21 Google Condential and Proprietary 21
Quyt nh u T Tt Hn
Google Gip Bn Nm Bt C Hi Trn Internet Chng ti gip bn
Bng cc hiu bit phn tch su v ngi tiu dng, hiu sut hot ng v cc chuyn ngnh mc tiu.
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Google Condential and Proprietary 22 Google Condential and Proprietary 22
Google S Dng Cng Ngh Google 1 mng li, 4 cch nhm mc tiu v hng ngn trang web vi ni dung phong ph v cht lng
Hot ng Linh Hot Mt lot cc hnh thc nhm mc tiu v cc dng qung co.
Mng Thung Hng V Tr tt trn cc trang Web hng u Vietnam.
Cch t Thu Nng ng = ROI (Hiu Qu Kinh Doanh) Tu vo mc ch ca chin dch, m hnh t thu CPC hoc CPM gip t kt qu mong mun.
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Google Condential and Proprietary 23 Google Condential and Proprietary 23
Google Gip Bn Nm Bt C Hi Trn Internet Chng Ti Gip Bn
Hot ng Mnh M, Nhanh Chng
Hn Bng cch s dng cc cng ngh nhm mc tiu ti u p ng
c cc nhu cu kinh doanh a dng
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Google Condential and Proprietary 24 Google Condential and Proprietary 24
Mng Hin Th Google 1 Mng Li, 4 Cch Nhm Mc Tiu Khch Hng
Ng Cnh T Kho
Ch Ng Cnh
V Tr t
T Kho + Tr t
Da Trn i Tng Tip th li cho khch hng tng thm trang web ca bn Bn chn danh sch khch hng mc tiu v cho qung co hin th ti cc khch ny khi h thm cc trang trn mng hin th.
Nm bt khch hng qua cc ch chnh trong cc trang web Chn cc trang website tu thch v nh hng ch qua t kho
Nm bt khch hng qua cc trang web tu chn Chn cc trang website i tc tu thch hoc trang con ca websites
Nm Bt Khch Hng Qua Cc Ch Chn cc nhm trang web trong cng cc nhm ch
Nm bt khch hng theo ni dung trang web Bn quyt nh ch trang web qua cc t kho. H thng s hin th qung co ca bn trn cc trang c t kho ph hp
Nhm Theo T Kho Hin Th
Nhm Theo V Tr t
Tip Th Li
Nhm Theo Danh Mc S Thch
Da Trn S Thch Nm bt s thch khch hng qua cc trang web Qung co c hin th tu theo s thch ca khch hng bt k ni dung trang web
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Google Condential and Proprietary 25 Google Condential and Proprietary 25
Nhm Mc Tiu Theo Ng Cnh Cng Ngh ca Google c th xc nh ng ngha ni dung ca cc trang web v cho cc mu qung co c ni dung tng ng hin th trn trang. Cc gii php a dng cho php phi hp nhiu cch nhm mc tiu chnh xc v s lng ln.
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Google Condential and Proprietary 26 Google Condential and Proprietary 26
Nhm Mc Tiu Cc Dng Ch
H Thng Ca Google c th nhm mc tiu mt cch nng ng bng cc danh mc ch chn lc trc. Gii php l tng ti a ho lng truy cp t cc loi khch hng khc nhau
Ch Gia nh
Ch Ti Chnh
Ch Nhp Sng
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Google Condential and Proprietary 27 Google Condential and Proprietary 27
Nhm Mc Tiu Cc S Thch Khch Hng Nhm Ti Cc Khch Hng C S Thch C Th Rt Tinh Vi - cc s thch c chn thng qua cc thng tin, d liu cp nht nht v c chn li sau 30 ngy.
Du lch
Tr chi nam 18-34
Gii Tr Th thao Mua sm Di ng N
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Google Condential and Proprietary 28 Google Condential and Proprietary 28
Nhm Mc Tiu Cc V Tr t/Trang Web Bn la chn cc trang website nm trong mng li ca Google nhm ti cc khch hng tim nng Gii php l tng cho cc chin dch hng ti khch hng mc tiu.
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Google Condential and Proprietary 29 Google Condential and Proprietary 29
While guest surfs the web, Google stores a cookie to remember every visit on GDN websites.
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Google infers interest categories based on the content, recency & frequency of those visits and associates them with the cookie.
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http://www.google.com/ads/preferences
Ads are shown across the GDN to users based on their interest, regardless of the page content.
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How interest categories work
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Google Condential and Proprietary 30 Google Condential and Proprietary 30
Cc i Tc Google
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Google Condential and Proprietary 31 Google Condential and Proprietary 31
3,9 t pageviews/thng 6,6t impressions/thng
Source: OPG Global Smart Dash 1st May/ 2013;, Comscore Report May 2013
Mng hin th Google
Mng hin th Google
tip cn 93.3% ngi dng mng Vit Nam
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Google Condential and Proprietary 32 Google Condential and Proprietary 32 32 Comscore Key Metrics March 2013
15,403
13,797 13,013 12,123
11,970 11,227
9,339 7,054
6,322 6,245
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Googles GDN Key Partners
95.9%
85.9%
81.1%
75.5% 74.6% 69.9%
58.2% 43.9% 39.4%
38.9%
7 trong s 10 trang web hng u Vit Nam l i tc ca Mng Hin Th Google.
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Google Condential and Proprietary 33 Google Condential and Proprietary 33
And more
3.7bil PV/month 5.9bil impressions/month
Hin cc website ln c mt trong mng hin th Google
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Google Condential and Proprietary 34 Google Condential and Proprietary 34
Mng hin th Google c nhng v tr tt
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Google Condential and Proprietary 35 Google Condential and Proprietary 35
Trn c phin bn my tnh v in thoi di ng
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Google Condential and Proprietary 36 Google Condential and Proprietary 36
Cm n Hi & p