文档介绍：网络投放行程Digital Campaign Flow
硬广部分Display Format Review
投放回顾Recap
媒体投放效果Media Performance Result
网络视频部分OTV Format Review
投放回顾Recap
预热阶段Teaser Period
上市阶段Launch Period
搜索部分SEM Format Review
投放回顾Recap
关键词部分Keywords Part
品专部分Brandzone Part
官网&活动网站部分Brand Site & Campaign Site Review
官网Brand Site
活动网站Campaign Site
电子报E-newsletter
网络媒体广告Online Media Banner
目录Agenda
网络投放行程Digital Flow
Teaser -
Launch -
Display
OTV
SEM
增加品牌知名度并带动活动网站流量,同时收集销售线索Create awareness & Drive traffic to campaign site to collect leads
着重在DS重点市场北京,上海,深圳,成都 PC+Pad端曝光前贴片,引起目标受众关注,为新车上市造势 Focus on key markets in BJ, SH, SZ, CD PC + Pad exposure , and cause TA attention
包剧合作以覆盖全国最大化曝光,同时精选重点城市定向投放,扩大整体覆盖
Maximize awareness by national program buy, and Local buy
关键词Keywords:通过关键词的购买和引导,将更多的用户带到官网以及活动网站
Dominate keywords to increase traffic to brand site and campaign site
品专Brand zone:向关注DS品牌的用户,建立品牌形象及传递最新品牌活动信息
Build up brand image and deliver latest brand event information
硬广部分投放回顾Display Launch Campaign Recap
项目名称Campaign:DS 5LS上线活动 DS 5LS Launch
数据时间Period: –
项目媒体Media:
门户Portal -新浪sina、搜狐sohu、凤凰ifeng、腾讯tencent、ease
垂直Vertical -汽车之家autohome、易车bitauto、爱卡xcar、太平洋汽车pcauto
手机端Mobile -凤凰新闻ifeng news、ease news、腾讯新闻tencent news、多盟domob
其他Other -速航starring media
目标Objective:
门户Portal -增强DS 5LS品牌及产品形象,推动新车上市 Build DS 5LS image and drive DS 5LS launch.
垂直Vertical -大面积曝光新车,精准收集销售线索 Create awareness and collect core leads.
手机端Mobile -最大化曝光新车上市,同时选择用户活跃度高且覆盖高的手机端媒体来增强DS 5LS品牌及产品知名度并收集销售线索Choose high TGI & coverage APP to strengthen DS 5LS awareness and collect leads.
其他Other -在旅游高峰期密集投放 Launch during travelling period
Impressions/clicks and CTR increased. CPM/CPC decreased.
Leads KPI- 13% (finished) /13% (Campaign Progress)
Impressions
Clicks
Actual
Planned
%
Actual
Planned
%
632,152,875
465,658,200
%
1,255,914
631,113
199%
CPM
CPC
Actual
Planned
+/-
Actual
Planned
+/-
¥
¥
-26%
¥
¥
-50%
CTR
Leads
Actual
Planned