{"id":224218,"date":"2019-05-20T14:07:41","date_gmt":"2019-05-20T12:07:41","guid":{"rendered":"https:\/\/www.magnas.cz\/?p=224218"},"modified":"2024-12-16T15:45:34","modified_gmt":"2024-12-16T14:45:34","slug":"jak-na-uspesne-videokampane","status":"publish","type":"post","link":"https:\/\/www.magnas.cz\/en\/jak-na-uspesne-videokampane\/","title":{"rendered":"VIDEOKAMPAN\u011a – PROGRAMATICK\u00dd VERSUS P\u0158\u00cdM\u00dd N\u00c1KUP"},"content":{"rendered":"

Na po\u010d\u00e1tku pl\u00e1nov\u00e1n\u00ed ka\u017ed\u00e9 videokampan\u011b by m\u011bla st\u00e1t ot\u00e1zka: Nakupovat videa programaticky nebo nap\u0159\u00edmo od publisher\u016f? Ujasn\u011bte si, jak\u00fd je c\u00edl kampan\u011b a co od n\u00ed klient o\u010dek\u00e1v\u00e1.<\/strong><\/p>\n

Kdy vol\u00edme p\u0159\u00edm\u00fd n\u00e1kup?<\/b><\/h2>\n

Nem\u00e1te \u00fazce vyprofilovanou c\u00edlovou skupinu a kampan\u00ed chcete zas\u00e1hnout co nej\u0161ir\u0161\u00ed publikum? Zvolte p\u0159\u00edm\u00fd n\u00e1kup. Vzhledem k podm\u00ednk\u00e1m, kter\u00e9 maj\u00ed agentury s publishery, se dostanete na mnohem ni\u017e\u0161\u00ed cenu za tis\u00edc zobrazen\u00ed, ne\u017e byste dos\u00e1hli v auk\u010dn\u00edm n\u00e1kupu. Pokud v\u00e1m kampa\u0148 b\u011b\u017e\u00ed v high season, po\u010d\u00edtejte s t\u00edm, \u017ee pl\u00e1novan\u00e9ho po\u010dtu zobrazen\u00ed dos\u00e1hnete sp\u00ed\u0161 p\u0159es p\u0159\u00edm\u00fd n\u00e1kup. A\u010dkoliv publishe\u0159i r\u00e1di tvrd\u00ed, \u017ee to tak nen\u00ed, st\u00e1le plat\u00ed, \u017ee v sez\u00f3n\u011b m\u00e1 p\u0159\u00edm\u00fd n\u00e1kup p\u0159ednost p\u0159ed t\u00edm programatick\u00fdm. Ne\u010dekejte ale v\u00fdsledky v podob\u011b rozs\u00e1hl\u00e9 analytiky. V reportu od publisher\u016f dostanete po\u010det odto\u010den\u00fdch zobrazen\u00ed, prokliky a CTR. <\/span><\/p>\n

V\u00fdhodou kampan\u00ed<\/i><\/b> v p\u0159\u00edm\u00e9m n\u00e1kupu je, \u017ee v\u00e1m na web p\u0159ivedou opravdu hodn\u011b u\u017eivatel\u016f \u2013 oproti programatick\u00e9mu n\u00e1kupu. Videa toti\u017e b\u00fdvaj\u00ed celoplo\u0161n\u011b prokliknuteln\u00e1 a tak\u00e9 proto po\u010d\u00edtejte s vy\u0161\u0161\u00ed m\u00edrou opu\u0161t\u011bn\u00ed, kter\u00e1 m\u016f\u017ee b\u00fdt a\u017e 85-88%. Zjist\u00edte-li v pr\u016fb\u011bhu kampan\u011b, \u017ee se nevyv\u00edj\u00ed tak, jak jste p\u0159edpokl\u00e1dali, bude hodn\u011b n\u00e1ro\u010dn\u00e9 (pokud to bude v\u016fbec mo\u017en\u00e9), kampa\u0148 zastavit. S publisherem m\u00e1te podepsanou smlouvu na ur\u010dit\u00fd po\u010det zobrazen\u00ed za ur\u010ditou \u010d\u00e1stku a p\u0159esto \u201evlak nejede\u201c.<\/span><\/p>\n

Kdy vol\u00edme programatick\u00fd n\u00e1kup?<\/b><\/h2>\n

Naskytla se v\u00e1m p\u0159\u00edle\u017eitost pl\u00e1novat kampa\u0148 s edukovan\u00fdm a n\u00e1ro\u010dn\u011bj\u0161\u00edm klientem, nebo \u0159e\u0161\u00edte z\u00e1sah specifick\u00e9 c\u00edlov\u00e9 skupiny? Ur\u010dit\u011b jd\u011bte cestou programatick\u00e9ho n\u00e1kupu. V kampani m\u016f\u017eete kombinovat mno\u017estv\u00ed form\u00e1t\u016f, a\u0165 u\u017e zam\u011b\u0159en\u00fdch na budov\u00e1n\u00ed image, nebo generov\u00e1n\u00ed soft\/hard konverz\u00ed. D\u00edky hlub\u0161\u00edm statistik\u00e1m m\u016f\u017eete oslovit u\u017eivatele nejrelevantn\u011bj\u0161\u00ed pro v\u00e1\u0161 produkt a pracovat s nimi v r\u00e1mci remarketingov\u00e9ho publika i v dal\u0161\u00edch \u010d\u00e1stech kampan\u011b. N\u011bkter\u00e9 n\u00e1stroje programatick\u00e9ho n\u00e1kup v\u00e1m dok\u00e1\u017e\u00ed uk\u00e1zat i \u010d\u00edsla t\u00fdkaj\u00edc\u00ed se l\u00edbivosti videa, tedy v jak\u00fdch \u010dasech v\u00e1m odpad\u00e1v\u00e1 nejv\u00edce u\u017eivatel\u016f. Tyto informace pak m\u016f\u017eete sd\u00edlet v grafick\u00e9m odd\u011blen\u00ed, p\u0159\u00edpadn\u011b s klientem a podle toho se \u0159\u00eddit p\u0159i tvorb\u011b vizu\u00e1l\u016f pro dal\u0161\u00ed kampan\u011b.<\/span><\/p>\n

Nespornou v\u00fdhodu programatick\u00e9ho n\u00e1kupu (na n\u011bkter\u00fdch platform\u00e1ch) je u\u017e\u00edv\u00e1n\u00ed r\u016fzn\u00fdch interaktivn\u00edch prvk\u016f p\u0159\u00edmo ve videu. Chcete u\u017eivateli zobrazit va\u0161e v\u00fdrobky s\u00a0cenou p\u0159\u00edmo ve videu? Nen\u00ed probl\u00e9m. Chcete vyzvat u\u017eivatele, a\u0165 provedou n\u011bjakou akci, kter\u00e1 je dostane na v\u00e1\u0161 web? Z\u00e1le\u017e\u00ed jen na va\u0161\u00ed fantazii.<\/span><\/p>\n

Doned\u00e1vna platilo, \u017ee z\u00a0p\u0159\u00edm\u00e9ho n\u00e1kupu jste dostali vy\u0161\u0161\u00ed m\u00edru dokouk\u00e1n\u00ed videa do konce, jeliko\u017e video \u0161lo p\u0159esko\u010dit a\u017e po 15s. Jak tento fakt ovlivn\u00ed nov\u011b spu\u0161t\u011bn\u00e1, a\u017e do 15s. nep\u0159esko\u010dteln\u00e1 videa, teprve uvid\u00edme.<\/span><\/p>\n

A\u0165 u\u017e se rozhodnete ve sv\u00fdch kampan\u00edch pro videokampan\u011b nap\u0159\u00edmo nebo programaticky, myslete v\u017edy v\u00a0prv\u00e9 \u0159ad\u011b na klienta a na to, jak mu spr\u00e1vn\u011b vysv\u011btlit, co mu dan\u00e1 kampa\u0148 p\u0159inese a co od n\u00ed m\u016f\u017ee \u010dekat <\/span>\ud83d\ude0a.<\/span><\/p>\n

\n

Kate\u0159ina Ji\u0159\u00edkov\u00e1<\/strong>
\nMedia Specialist<\/p>","protected":false},"excerpt":{"rendered":"

Na po\u010d\u00e1tku pl\u00e1nov\u00e1n\u00ed ka\u017ed\u00e9 videokampan\u011b by m\u011bla st\u00e1t ot\u00e1zka: Nakupovat videa programaticky nebo nap\u0159\u00edmo od publisher\u016f? Ujasn\u011bte si, jak\u00fd je c\u00edl kampan\u011b a co od n\u00ed klient o\u010dek\u00e1v\u00e1.<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[1],"tags":[82,89,87,88],"class_list":["post-224218","post","type-post","status-publish","format-standard","hentry","category-nezarazene","tag-reklama","tag-rtb","tag-video","tag-youtube"],"yoast_head":"\nVIDEOKAMPAN\u011a - PROGRAMATICK\u00dd VERSUS P\u0158\u00cdM\u00dd N\u00c1KUP | Magnas<\/title>\n<meta name=\"description\" content=\"Na po\u010d\u00e1tku pl\u00e1nov\u00e1n\u00ed ka\u017ed\u00e9 videokampan\u011b by m\u011bla st\u00e1t ot\u00e1zka: Nakupovat videa programaticky nebo nap\u0159\u00edmo od publisher\u016f? 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