Txawm hais tias muaj ntau haiv neeg, kev tshaj tawm hauv Is Taws Nem yog qhov tsis zoo. Tus qauv banners, pop-ups, e-mail ntawv xov xwm, tshaj tawm tshaj tawm - tag nrho cov no yog qhov nyuaj rau tus neeg siv, yog li feem ntau cov lus tshaj tawm muab tso rau hauv txoj kev no tsis ua rau cov lus teb zoo los ntawm cov neeg tuaj saib lub hom phiaj. Nws yog qhov nyuaj heev los nrhiav ib yam dab tsi tshiab thiab ntxim nyiam hauv Is Taws Nem, yog li kev tshaj tawm ib txwm muaj, uas tau nce lub zog tsis ntev los no, zoo li yog thaj chaw muaj txiaj ntsig ntawm kev lag luam hauv Is Taws Nem.
Native advertising yog dab tsi?
hom kev tshaj tawm no yuav luag tsis paub meej ntawm cov ntsiab lus tsis tu ncua, tsis ntes qhov muag, tsis ua rau khaus thiab tsis lees paub, zoo li kev tshaj tawm tsis tu ncua. Hloov chaw, tus neeg siv pom hauv nws qee cov ntaub ntawv tseem ceeb rau nws tus kheej, cov lus qhia zoo, thiab twb tau xav kom muab tso rau hauv kev xyaum. Qhov no tuaj yeem yog tsab xov xwm tshuaj xyuas, tshaj tawm, kev tshuaj xyuas tsis yog kev tshaj tawm, cov lus nug lossis kev sim uas tsim teeb meem tam sim no.
Native advertising hom ntawv (los ntawm lo lus haiv neeg - ntuj) yuav tsum stylistically zoo ib yam li lub site uas nws muab tso rau, thiab zoo li ib yam ntawm cov khoom siv. Hauv qhov no, lub plugin rauthaiv kev yooj yim tsis paub txog nws thiab yuav tsis txiav nws tawm ntawm cov zaub, uas txhais tau hais tias cov ntaub ntawv yuav ncav cuag tus neeg siv.
Raws li kev tshawb fawb los ntawm AdBlock Plus (ib qho ntawm cov ntsiab lus nrov tshaj plaws tsis tsim nyog thaiv kev txuas ntxiv), cov kev tshaj tawm ib txwm muaj nyob rau hauv qhov kawg ntawm qhov kev ntxhov siab rau cov neeg siv. Cov neeg siv feem ntau saib xyuas nws, lawv tsis nco qab feem ntau qhia rau cov phooj ywg thiab cov txheeb ze, tau kawg, yog tias cov ntaub ntawv nyeem yog qhov tshwj xeeb, muaj txiaj ntsig thiab nthuav.
Txhua qhov zoo ntawm kev tshaj tawm ib txwm
Raws li twb tau hais lawm, lub ntiaj teb kev paub ntawm kev tshaj tawm ib txwm qhia tau hais tias nws yog qhov kev ntxhov siab tsawg tshaj plaws thiab ua rau muaj kev xav tsis zoo hauv cov neeg tuaj saib lub hom phiaj, uas ua rau muaj kev ntseeg siab rau cov khoom lag luam. Tsis tas li ntawd, muaj ob peb lwm qhov zoo ntawm kev tshaj tawm haiv neeg:
- nws ib txwm nyob qhov twg tib neeg xav nyeem lossis pom nws;
- cov ntsiab lus nthuav dav, qhov siab dua qhov kev tshaj tawm yuav "mus rau tib neeg" - cov txiaj ntsig ntawm qhov hu ua "lus ntawm qhov ncauj";
- nws yuav luag tsis tuaj yeem thaiv nws, uas txhais tau hais tias cov lus tshaj tawm yuav tsum ncav cuag tus neeg siv;
- nws tuaj yeem muaj nyob ntawm yuav luag txhua yam khoom siv multimedia.
Ib co shortcomings
Txhua yam, txawm tias qhov kev tshaj tawm zoo tshaj plaws, tsis ua tiav yam tsis muaj qhov tsis zoo. Qhov tsis zoo ntawm kev tshaj tawm ib txwm muaj suav nrog kev pheej hmoo ntawm kev poob kev ntseeg siab yog tias tus neeg siv paub tias cov ntaub ntawv nthuav dav tau them rau cov neeg txhawb nqa. Lwm tusqhov tsis zoo yog qhov nyuaj ntawm kev tsim thiab hloov cov ntsiab lus rau ib qho chaw hauv Internet, nrog rau cov nqi siab ntawm cov txheej txheem no.
Native advertising on mobile web
Hnub no kev tshaj tawm hauv xov tooj ntawm tes Is Taws Nem yog qhov tseem ceeb tshwj xeeb, vim tias tus neeg siv nruab nrab siv sijhawm ntau zaus hauv xov tooj dua li hauv computer. Tsuas yog "disguised" tshaj tawm muaj lub caij nyoog kom pom ntawm lub xov tooj ntawm tes, txij li lawv cov hom niaj hnub (banners, pop-ups, thiab lwm yam) raug thaiv nyob rau hauv ib nrab ntawm cov xwm txheej, thiab nyob rau hauv ib nrab lawv tsuas cuam tshuam tus neeg siv, noj. nce feem ntau ntawm lub vijtsam me.
Qhov teeb meem tseem ceeb nyob rau hauv qhov tseeb tias haiv neeg tshaj tawm yog txaus siab rau tus neeg siv, thiab rau qhov no cov ntsiab lus muab yuav tsum yog qhov zoo tiag tiag. Ua li no, cov kws tshaj lij mus rau kev tsim cov qauv tshiab ntawm kev tshaj tawm. Piv txwv li, tsim cov yeeb yaj kiab viral, daim ntawv nug tsis yog qauv lossis daim ntawv thov mobile nrog cov lus tshaj tawm tsis pom.
Native Ad ntawm Instagram
Tag nrho cov kev taw qhia yog tshaj tawm hauv kev tes hauj lwm Instagram thiab Facebook. Nws yog txaus los tso ib daim duab zoo nkauj qub uas siv cov khoom tshaj tawm, thiab ua nws sawv cev ntawm cov neeg siv khoom, tsis yog lub tuam txhab. Tus neeg uas pom daim duab yuav pom nws tsis yog cov lus tshaj tawm ncaj qha, tab sis raws li "nws muaj, thiab ntawm no yog qhov koj tuaj yeem ua nrog nws (lossis ntawm no yog qhov nws yuav zoo li cas)". Thiab, tej zaum, nws xav tau ib yam rau nws tus kheej. Cov kev tshaj tawm no feem ntau siv los ntawm cov neeg muag khoom.xuas tes ua, cov khoom tsim, cov khoom ua si menyuam yaus thiab khaub ncaws.
Cia tham txog kev siv tau zoo ntawm kev tshaj tawm ib txwm muaj ntau yam ntxiv.
Piv txwv ntawm "kev tshaj tawm cuav"
Native advertising feem ntau yog siv los txhawb kev lag luam yeeb yaj kiab. Ntawm no yog ib qho piv txwv tseem ceeb ntawm qhov no. Netflix tab tom txhawb nqa ib qho op-ed hauv New York Times mob siab rau cov teeb meem ntawm cov poj niam raug kaw, qhov lawv ntsib hauv tsev loj cuj thiab dab tsi tos lawv tom qab lawv tso tawm. Nyob rau hauv cov ntaub ntawv, tus neeg sau xov xwm nrhiav cov tswv yim los ntawm tus sau phau ntawv memoir "Orange is the new black" Piper Kerman, uas tau tshoov siab Netflix los tsim cov koob ntawm tib lub npe. Yog li, kev tshaj tawm suab nrov, thiab lub tuam txhab tau tshwm sim hauv lub teeb pom kev zoo rau nws tus kheej, raws li kev nkag siab thiab tsom mus rau cov teeb meem ntawm tib neeg.
Ib qho piv txwv yuav piav qhia qhov tseem ceeb ntawm cov neeg tuaj saib xyuas thiab kev lom zem. Thaum Buzzfeed luam tawm lwm "Yuav Ua Li Cas Koj Tuag Hauv Kev Ua Si ntawm Thrones?" kev xaiv tsa, ntau dua 8 lab tus neeg saib tau saib qhov ntu kawg ntawm koob.
Kev tshaj tawm zoo tshaj ib txwm hais txog cov txiaj ntsig rau cov neeg siv khoom. Piv txwv li, Starbucks cafe saw tau txhawb nqa ib tsab xov xwm hais txog cov txiaj ntsig ntawm kas fes rau kev xav.
Qhov txiaj ntsig ntawm cov khoom tshaj tawm tuaj yeem nthuav tawm zoo dua hauv daim ntawv pom. Tsim cov ntawv xov xwm Styling Home tau luam tawm ib tsab xov xwm ntawm "10 Yam Tseem Ceeb Tshaj Plaws rau Chav Ua Noj" featuring 10 chav ua noj zoo nkauj heev tsim los ntawmneeg siv khoom-chaw tsim khoom ntawm chav ua noj rooj tog.
Native Ad yog maj mam txhim kho hauv kev lag luam kev tshaj tawm hauv tsev. Ib qho ntawm cov haujlwm ua tau zoo yog cov ntaub ntawv "Ib nrab Ib nrab", qhov twg cov cim tham txog qhov chaw nthuav dav hauv Kyiv thiab qee zaum thaij duab tawm tsam lub nraub qaum ntawm Volkswagen Polo.
Native advertising, cov piv txwv uas tau txiav txim siab ntawm no, tsuas yog ib feem me me ntawm cov thawj coj ntawm tus tshaj tawm. Lwm qhov koj tuaj yeem tso Native Ads tau zoo?
Nrov platforms
Qhov twg tso koj "kev pom tsis pom" kom pom?
1) Cov lus tshaj tawm (cov piv txwv hauv chav ua noj) - tus neeg siv khoom tau txais cov khoom nthuav dav uas nws tuaj yeem muab tau qee qhov txiaj ntsig zoo rau nws tus kheej.
2) Blogs - Cov neeg siv pom kev tshaj tawm los ntawm cov lus qhia ntawm tus neeg nto moo lossis cov blogger nrov. Qhov tseem ceeb tsis yog ntawm cov khoom tshaj tawm, tab sis ntawm kev xav ntawm kev siv.
3) Kev tshuaj xyuas - ob peb yam khoom raug muab piv los ntawm kev pom zoo thiab cov npe txhawb nqa tau raug xaiv los ua qhov zoo tshaj plaws.
4) Cov ntawv thov txawb yog cov cuab yeej cuam tshuam nrog lub luag haujlwm ntawm lub tuam txhab. Piv txwv li, ib qho kev tawm dag zog los ntawm Nike lossis playlists los ntawm Pandora.
5) Kev sib raug zoo - cov neeg siv qhia cov duab lossis tshaj tawm txog kev muaj txiaj ntsig, kev zoo nkauj, tsis zoo, thiab lwm yam. txhua hom.
6) Viral YouTube videos.
Siv qhov xaus
Kev tshaj tawm haiv neeg tuaj yeem raug suav hais tias yog qhov kev tshawb pom niaj hnub ntawm kev tshaj tawm kev lag luam hauv khw. Nws yog qhov tshwj xeeb, muaj txiaj ntsig thiab tsis ua rau muaj kev cuam tshuam tsis zoo hauvtus neeg yuav khoom. Nws yog qhov tsis pom, tab sis nws nyob txhua qhov chaw - hauv peb lub xov tooj, hauv computer, hauv kev sib tham nrog phooj ywg, hauv peb lub taub hau. Peb perceive ntuj advertising nyob rau hauv ib tug subconscious theem, thiab cov khoom uas nws advertises raws li ib yam dab tsi peb xav tau, pab tau, tseem ceeb. Hauv lwm lo lus, Native Ad yog txoj hauv kev zoo tshaj plaws los cuam tshuam ib tus neeg yam tsis muaj kev pom zoo.
Tib lub sijhawm, tus tsim ntawm kev tshaj tawm yuav tsum tsis txhob hnov qab tias cov lus uas cov lus nqa yuav tsum tau hnov los ntawm tus neeg siv, txwv tsis pub qhov project kim yuav tsis ua rau muaj txiaj ntsig. Muaj ib txoj kab zoo ntawm kev tawm tsam hnyav thiab kev pom zoo raws li kev pom zoo. Sau cov lus tawm tswv yim, xyuas seb koj puas tau hnov, tsuas yog qhov no koj tuaj yeem tau txais cov txiaj ntsig xav tau los ntawm kev tshaj tawm kev tshaj tawm.
