L2：给中国带来更好的广告
谷歌，Facebook，联合利华和宝洁最近联手建立让广告变得更好联盟（coalition for better ads），面对广告作弊，广告欺诈，还有可见性这些正在侵蚀数字化广告的影响。
这个联盟不应该忘了中国，继美国之后，世界第二大数字化广告市场，在2016年，中国的数字化广告花费预计增长到30%，404亿美元。世界品牌宝洁，可口可乐，联合利华和欧莱雅位列中国广告营销费用前几。
可见性低和流量欺诈在中国是普遍存在的。据一家来自上海为总部的广告验证公司adbug说，在中国，可见率低于2%是常见的。6亿8800万的中国网民中预计有将近1/4用户会安装广告拦截软件，甚至在手机上安装也是常见的。
垂直网站Vertical是消费者聚集分享产品信息和评论的地方，也是广告投放受欢迎的地方。尽管把这些平台作为广告投放地点看上去是合适的，但adbug分析这些网站是高频次的发生广告作弊。39%的奢侈时品牌广告投放会曝光在垂直网站上。
像中国这样的新兴市场，品牌安全特别重要，消费者可能是第一次接触到你的品牌，要保障你的广告不会出现在不雅的，或者政治敏感的内容旁。Adbug预测差不多有20%的广告投放在不安全的页面上。
为了保障中国“广告更好”，品牌应该：
- 接受程序化广告
- 执行广告投放广告验证
- 向市场推广国际广告标准
这是L2博客上，有关Adbug的创始人CEO张迪（Martin Zhang），和副总裁韩晓旸(SummerHan)接受的采访，更多有关中国广告的现状。地址：https://www.l2inc.com/avoiding-online-fraud-and-brand-damage-in-china-interview-with-adbug-execs/2016/blog
原文：
Bring Better Ads to China
Google, Facebook, Unilever, and P&G have recently joined forces to form The Coalition for Better Ads in the face of ad blocking, ad fraud, and viewability that are eroding the impact of digital advertising.
This coalition should not forget, China, the world’s second largest digital advertising market after the US, where digital ad spend is expected to grow 30% in 2016 to $40.4 billion. Global brands P&G, Coca Cola, Unilever and L’Oreal are among China’s top advertising spenders.
Low viewability and traffic fraud is widespread in China. According to Shanghai-based, ad verification firm Adbug, viewability rates less than 2% are not uncommon in China. Nearly a quarter of China’s 688 million internet users are estimated to have an ad blocker installed, and even on mobile blocker use is widespread.
Vertical Sites where consumers congregate to share product information and reviews are popular advertising destinations. Although seen as ideal platforms for targeting engaged audiences, Adbug characterizes these sites as frequent ad fraud violators. Luxury fashion brands are particularly exposed as 39% of their display ads are placed on vertical sites.
Brand safety, ensuring that your advertising does not appear on inappropriate or politically sensitive content, is particularly important in emerging markets like China where consumers may be being introduced to your brand for the first time. Adbug estimates as much as 20% of ad impressions appear on unsafe sites.
To ensure “Better Ads” in China, brands should:
- Embrace programmatic advertising
- Institute campaign tracking and ad verification
- Extend global ad standards to the market
Read an interview with Adbug’s CEO and Founder Martin Zhang and Vice President Summer Han on L2’s blog for more insight on the the Chinese advertising landscape. >>>https://www.l2inc.com/avoiding-online-fraud-and-brand-damage-in-china-interview-with-adbug-execs/2016/blog
