,,, 2016 7
,,,..,,,.,. TV,. Google 2014 4 2015 4 DBM(DoubleClick Bid Manager) DFP(DoubleClick for Publishers). 2
,,,. Ad Age 100 85% DBM(DoubleClick Bid Manager). 2015 DFP(DoubleClick for Publishers) TV 553%.., 2015 DBM(DoubleClick Bid Manager) 30..,. 3
,. DoubleClick Google 2015 7 8.,.,. YouTube 93%. 4
TV 5
.. TV. TV, TV. 165 2012 177 2015 TV Source: Tech and Media Outlook 2016, Activate, October 2015 6
1/2. TV.. DFP 130%. TV DFP 550%. Source: Google and DoubleClick Advertising Platforms Data, Q4 2015 over Q4 2014 7
2/2. TV.. 2015 Ad Age 100 85% 2015 Ad Age 100 85% DBM. 2015 Ad Age 100 23% DBM. Ad Age 100 DBM 590%. DBM 105%. Source: Google and DoubleClick Advertising Platforms Data, Q4 2015 over Q4 2014 8
9
2015. 540%. DFP DBM. 33 32 Source: Google and DoubleClick Advertising Platforms Data, Q4 2015 over Q4 2014 10
TV 2015 TV. TV, Chromecast Roku TV. TV,,. TV DBM 225%. Source: Google and DoubleClick Advertising Platforms Data, Q4 2015 over Q4 2014 11
12
1/2,. DBM 650%. 2015 1 2015 4 DBM 39. 39. Q1 Q2 Q3 Q4 Source: Google and DoubleClick Advertising Platforms Data, Q4 2015 over Q4 2014 13
2/2,. : DoubleClick 355% Sport Network Source: Google and DoubleClick Advertising Platforms Data, Q4 2015 over Q4 2014 14
YouTube. TrueView YouTube Google Preferred 2015 DBM. DBM 55%.* SEP Sep OCT Oct NOV Nov Dec DEC JAN Jan FEB Feb MAR Mar *YouTube DoubleClick Bid Manager TrueView Google Preferred. Source: Google and DoubleClick Advertising Platforms Data, September 2015 to March 2016 15
16
. ( :,, ),. 2016 1 DBM 17%. Source: Google and DoubleClick advertising platforms data, Q1 2016 17
. 5 1 2 3 4 5 HD 400x300 400x300~1280x720 1280x720 1% 46% 42% 8% 0% 1% 0% 13% 22% 43% 13% 29% 13% 17% 20% 81% 25% 32% 53% 37% 4% 0% 0% 0% 0% Source: Google and DoubleClick Advertising Platforms Data, Q4 2015 over Q4 2014 18
BRAND 19
BRAND,. 20
.,,. DoubleClick Google. DBM. Google DoubleClick Google 2015 7 8. 100 DoubleClick. 12 DBM A 15% B 11% C 11% D 23% E 29% F 13% G 6% H 14% I 6% J 6% K 16% L 1% Source: Google and DoubleClick Advertising Platforms Data, Q4 2015 over Q4 2014 21
22
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2016 2015 Google. 2016,,,.,, (YouTube ) 66%. YouTube 93%. * - 2016 4 Google Active View. 1. (,, ) (YouTube ) 2. (,, ) YouTube : Google DoubleClick, 2016 4 24
. YouTube 73% 95% 64% 87% 81% 95% : Google DoubleClick, 2016 4 25
1/4, YouTube. YouTube 2015 * 2016 2015 2016 54% 62% 91% 93% 61% 72% 91% 93% * - 2016 4 Google Active View. 1. (,, ) (YouTube ) 2. (,, ) YouTube : Google DoubleClick, 2016 4 26
2/4, YouTube. YouTube 2015 * 2016 2015 2016 80% 73% 89% 93% 76% 70% 89% 92% 84% 77% 87% 92% * - 2016 4 Google Active View. 1. (,, ) (YouTube ) 2. (,, ) YouTube : Google DoubleClick, 2016 4 27
3/4, YouTube., YouTube 2015 * 2016 2015 2016 58% 69% 91% 94% 69% 67% 92% 92% 86% 79% 91% 94% 69% 65% 89% 92% 77% 78% 93% 93% 82% 81% 82% 91% 75% 74% 89% 93% 56% 58% 89% 91% 85% 81% 89% 93% * - 2016 4 Google Active View. 1. (,, ) (YouTube ) 2. (,, ) YouTube : Google DoubleClick, 2016 4 28
4/4, YouTube. YouTube 2015 * 2016 2015 2016 79% 67% 90% 91% 65% 81% 88% 93% 83% 75% 91% 94% 79% 81% 86% 92% 64% 62% 91% 93% 67% 78% 84% 92% 75% 67% 90% 91% * - 2016 4 Google Active View. 1. (,, ) (YouTube ) 2. (,, ) YouTube : Google DoubleClick, 2016 4 29
. DBM 7. 70%, 4 7 30%. A 62% 70% B 22% 16% C 47% 40% D 52% 49% E 31% 22% F 39% 27% G 42% 36% : Google DoubleClick, 2016 4 30
31
. YouTube, Google Preferred.., YouTube.,,.. 32
TV, TV.,..,.. 33
TV,,,.,.,.,. 34