基于消费者移动轨迹的DSP广告策略研究

发布时间：2018-11-10 15:05

【摘要】：在互联网云平台和大数据挖掘分析技术的快速发展下,越来越多样、越来越复杂的广告营销方式不断推动广告行业的蓬勃发展。以用广告受众为核心的需求方平台(Demand-Side Platform,DSP)通过消费者行为分析,将广告投入到有需求的个体面前。而由于移动通信的普及和移动互联网的高速发展,人和智能终端一一绑定,终端的地理位置变化有效反应人的地理位置变化,这将对以精准营销为核心的DSP广告投放带来跨越式发展。本文以大型购物中心这一典型线下商务场景为研究对象,结合室内定位技术追踪购物中心消费者的移动轨迹,对购物中心内的移动广告投放记录与广告效果记录进行深入挖掘和分析,充分考虑消费者的个人属性、移动轨迹等多维信息,以线下消费者的地理位置变化为核心要素,将线上精准营销的DSP广告模式与线下特殊场景结合,提出了基于消费者移动轨迹的DSP广告投放4W(When and Where send What to Who)策略模型,并分别从“广告受众画像”、“广告内容动态关联”、“广告投放时机选择”等三个要素对模型结构进行了阐述说明,针对不同要素中的核心内容提出假设。针对上述模型,本文选取了某大型购物中心为研究对象,提取相关数据对上述模型中的三个要素展开分析,发现广告受众画像中的消费者的性别与广告效果并无相关关系,而消费者的年龄、是否购物中心会员、会员拥有时长等静态因素,以及消费者在购物中心的日均访问的驻留时长、近30天或近7天路过或进入购物中心次数等动态特征、以及是否目的消费的客群类别等都会对购物中心的广告效果产生影响。值得一提的是,近30天路过和进入购物中心的次数对消费者受广告影响的作用呈现出完全相反的关系,并且近30天与近7天的对应记录也呈现出相反的作用规律。此外,购物中心的消费者对不同店铺的访问存在关联关系,关联店铺和热门店铺都能辅助模型更好地挖掘消费者的购物中心行为习惯,为模型中的DSP广告定向投放提供参考依据。同时,本文发现购物中心的消费者对该场景中的移动广告做出积极响应的概率在进入商场的开始时段最高,并随着其进入商场的时间延长先降低后增加。根据以上研究结论,本文对基于消费者移动轨迹的DSP广告投放4W策略模型进行了总结分析,对使用该模型的不同角色(即广告商、广告主、广告受众等)之间的关系进行了探讨,并分别面向广告商和广告主提出了基于消费者移动轨迹的DSP广告投放4W策略模型的使用建议,以达到广告双方各自盈利的目标,共同维护和发展作为广告受众的消费者,在提高广告效果的同时改善消费者的服务体验。
[Abstract]:With the rapid development of Internet cloud platform and big data mining and analysis technology, more and more diverse and more complex advertising marketing methods continue to promote the vigorous development of advertising industry. The demand side platform (Demand-Side Platform,DSP), which takes the advertising audience as the core, puts the advertisement in front of the individual with demand through the analysis of consumer behavior. Due to the popularity of mobile communication and the rapid development of the mobile Internet, people and intelligent terminals are bound one by one. The change of geographical location of the terminal effectively reflects the change of the geographical location of people. This will be accurate marketing as the core of DSP advertising to bring leapfrog development. This paper takes the typical offline business scene of the shopping mall as the research object, and tracks the movement of the shopping center consumer with the indoor positioning technology. This paper deeply excavates and analyzes the mobile advertising record and advertising effect record in shopping center, fully considers the multi-dimensional information, such as personal attribute, mobile track, etc., and takes the change of offline consumer's geographical location as the core element. Combining the DSP advertising model of online precision marketing with the offline special scene, this paper puts forward the 4W (When and Where send What to Who) strategy model of DSP advertising based on the consumer mobile trajectory, and respectively from "Advertising audience Portrait", "dynamic correlation of advertising content" and "choice of advertising timing" are three elements to explain the structure of the model, and hypotheses are put forward for the core contents of different elements. In view of the above model, this paper selects a shopping center as the research object, extracts the relevant data to analyze the three elements of the above model, and finds that there is no correlation between the gender of the consumer in the portrait of the advertising audience and the advertising effect. The age of the consumers, whether they are members of the shopping center, whether the members have static factors such as the length of time the members have, as well as the length of stay of the daily visits of the consumers in the shopping center, the number of times of passing by or entering the shopping center in the last 30 days or nearly 7 days, etc, are dynamic characteristics. And whether the purpose of consumer groups and so on will have an impact on the effectiveness of the shopping center advertising. It is worth mentioning that the number of times passing by and entering shopping centers in the last 30 days shows a completely opposite relationship to the effect of advertising on consumers, and the corresponding records of the last 30 days and 7 days also show the opposite law of action. In addition, there is a relationship between access to different stores by shoppers in shopping centers. Both associated stores and popular stores can help the model to better excavate consumers' shopping center behavior habits. This paper provides a reference for the targeted placement of DSP ads in the model. At the same time, this paper finds that the probability of positive response to mobile advertising in this scene is the highest in the beginning period of entering the shopping mall, and decreases first and then increases with the time of entering the mall. According to the above conclusions, this paper summarizes and analyzes the 4W strategy model of DSP advertising based on the consumer mobile trajectory, and analyzes the different roles of using the model (that is, advertisers, advertisers). The relationship between advertising audience and so on is discussed, and the suggestions of DSP advertising 4W strategy model based on consumer mobile trajectory are put forward for advertisers and advertisers, respectively, in order to achieve the goal of making profit for both sides of the advertisement. Jointly maintain and develop the consumers as the advertising audience, improve the advertising effect while improving the service experience of consumers.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8

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