巨量引擎短视频广告价值白皮书

ጝ䜄ᑊᨃⴢ㻻䷆ᎴॿЬձ⮲⯣Λ1White paper on the Value of Short VideoAds of Ocean EngineAbstractጝ䜄ᑊᨃⴢ㻻䷆ᎴॿЬձ⮲⯣Λ01White paper on the Value of Short VideoAds of Ocean EngineAbstractᦅ㺮䯄Ⱶ䔆ᎩᲚᎴॿ៊ᩳ᩽᳑⮹त䜄ࡋ䋀ߴ喙৶➁᫮ᒵᒵ䮬ښ͙䯳ම౥喧̵᫮䲗Ӓ♫ಏԖ៾᫥᭤৶➁ී䪴⮹䜂㺶る⪚喨̵᫮䲗ࢩకͯ᫥თⴢ᱔त㷠Ⱙᣚᒇక⮹ ROI ք҃喙㕁䯳КౝᎴॿ䶹ヌ̿䜂◮៊ښȩకₙ喙ጝ䜄ᑊᨃᤅܯλී᩽Ꮫ䜄⮹᫮∊䃯喙तКࣰ䮙⩝ᝬᱡ䏠䉢Υᙄॆ⮹ᒦਂ喙ᰩⱔდ౥ं᭕Ꮄॿু࿇҈ᱡ䏠ᄮσ৶➁ߐু䒡ࡋ⮹ᤅࡼȩ䄸ⵉ๏ძᎴॿͰু࿇Ѐڡभृ喙ጝ䜄ᑊᨃ㥚䨵⼆ႛగ䭔჏҂λⰣނ℉䒸ᮣ䖂⮹㥚䨵䯳䷍喙⩝ී᩽Ꮫ䜄⮹᫮∊喙ЃᎴॿ㼛䓳㘲ߐু᩽⢼Ȩᄮ৶➁ߐ⮹ᤅࡼȨᄮ䒡ࡋߐ⮹ᤅࡼ̾͟㼇Ꮫ䔐㶁Ꮫ䜄䃹ѥ喙Ͱ㺶आ⣥喧ȝ ጝ䜄ᑊᨃⴢ㻻䷆Ꮄॿ㘲๔㼛䓳ᰩ๏⮹ϯ喙㼛䓳℄͟ϯ⮹⤻䃯᩽⢼ᰩ倍喨ȝ ⴢ㻻䷆ᒗᑄᰩხᭈ㷠⊽䉮㔺ᣚऌ喙㘲๔ᰩ᭳㦌౥७ᑊ⊽䉮㔺ᎫҴګϜ⩔ᰩᑯ⮹৶➁䃙ⴚু৶➁૑❦喙℉⹳ϙᎨथ⼂㡾ু OTV 䉩❼⮹Ꮄॿᒗᑄ䘲ᰩ㘲倍᩽ѕ᧢৶➁ߐ喨ȝ ጝ䜄ᑊᨃⴢ㻻䷆Ꮄॿ᰾ᰩ倍⮹ී᩽䒡ࡋ㘲ߐ喙᰾ᰩᑯ⮹៾᫥㘲ߐȩጝ䜄ᑊᨃ㥚䨵⼆ႛగ䭔Ѓឈ∊る⪚ܼښ喙Ѓںხる⪚Ȩ͂ुϯ㓙⮹៊ᩳる⪚ま๏͟㼇Ꮫ喙ᤅӐᰩ㥲౥⮹≓ᄔȩఓ䶳ࢻध喙OTV ⩝ᝬ≶䜄䊺䊿 TV 䌒Ͽጧ䊺 10 Ꭹ喙㕁Ϻౝᰵ䔆 3 Ꭹں喙OTV ⮹Ꮄॿᩫښគ䊺䊿 TVȩ⩝ᝬ㶁ͯ⮹ऍࡋ䕔Ꮫ䔑䔑ᔠσ࿇҈䶹ヌ䓶⼰⮹䕔Ꮫȩᒈ̀ⴢ㻻䷆̓ OTV ₘౝ㐄ࢻㆰѱ⮹ऍࡋ喧ⴢ㻻䷆䊺䊿 OTV ⮹⩝ᝬ≶䜄ጧ㐄 2 Ꭹ喙ᝆС㻶䃶λⴢ㻻䷆Ꮄॿᄮσ৶➁ී䪴⮹ጝ๜ߞߐȩᝆС᱔ᒺᰩ๏⮹ᎴॿͰ㘲⼤Ჶࣷ̓ⴢ㻻䷆⮹Ьձ䃹ѥ喙̓ጝ䜄ᑊᨃ᥯កڦᐯ㥚䨵᫥⩔ᔶȩAbstractጝ䜄ᑊᨃⴢ㻻䷆ᎴॿЬձ⮲⯣Λ02White paper on the Value of Short VideoAds of Ocean EngineSpecial Thanks➮ݠᙔ䅗К̀৶➁᫮Ȩⵉ⾫ڡभু࿇Ѐ⮹䉖⡣喕ᣇूܻ͂ٽृ喖喧➮ݠ単䅗04 05060708091011182429Ⱋᒂ Contents̭Ƞ㥒䨭͚⮱㣤჏䯫䷅ ៾᫥ᄮσ৶➁ී䪴⮹䜂㺶ᕜ ৶➁დ⣥៾᫥⮹㥚䨵䯳䷍ιȠ䔶Ⴧݑ᫚྿Ҁ៶᫝᩵᳉⮱ᰭҠ᫦∂䃧 ⼆ႛܻ≶⮹ී᩽Ꮫ䜄 ී᩽Ꮫ䜄᫮∊䃯ືҊₘⶣं᭕៾᫥᩽̶᳑Ƞᵦᢛ྿Ҁ៶᫝㘪߈喑ࡴ㏔㥒䨭㏱वゃ⪒ ⷃ❼ࡋᬫИ喙ືҊ䃞ᰩ๏᫥თⱀݥ৶➁喬 Ԗᖤ✻◭喙ືҊ䃞৶➁㷠ᰩ๏ϯ䃥䊬ুᘨ䊬喬 ືҊ䃞ᰩ๏᫥თआ⩔䒡ࡋ喬ఈȠ᠒៞᫝अࡃጝ䜄ᑊᨃⴢ㻻䷆ᎴॿЬձ⮲⯣Λ03White paper on the Value of Short VideoAds of Ocean EngineAbstract㥒䨭͚⮱㣤჏䯫䷅04ち̵〕㥚䨵͢⮹㣬თ䯳䷍ጝ䜄ᑊᨃⴢ㻻䷆ᎴॿЬձ⮲⯣ΛWhite paper on the Value of Short VideoAds of Ocean EngineWhite paper on the Value of Short VideoAds of Ocean Engine05ち̵〕㥚䨵͢⮹㣬თ䯳䷍ጝ䜄ᑊᨃⴢ㻻䷆ᎴॿЬձ⮲⯣Λ৮❹෋䪬⮱⎽⇶Ϻ᭜᫝჏⮱෋䪬䔆ܕᎩ☢䬝⮹৶᩽̵҈喙ґͯ৶➁ু᩽᳑΀䬩⮹Ꭸ㶖喙დ䭺̿Δౝᑯ䄸৶➁ߐᐯ䃳ু៾᫥⮹䜂㺶ᕜȩ㐄ڭ⮹㥚䨵⤻䃯ȲHow Brands Growȳ͢䃙ͯ喙֚Ꮼී䪴⮹৶➁喙Ͱ㺶Ლ⏅σᰩ๏ϯ䉢Υȩᵮᢣࢻध̿๜䜄⮹ᵽӀ俁䃶喙ౝु̵৶ㆰ̀喙ࢊ͟৶➁⮹โ䉢Ȩ䉢Υ䷆⢼喙̓䄚৶➁⍌䕄⢼ႍౝₘⰭڨ喨ΔᅦᙄনⱵ喙䊿᭤ᰩ๏ϯΥ⮹๜➁喙⊽䉮㔺⮹ᔕ䄏Ꮫ䊿倍ȩ៶᫝ᄦλ৮❹෋䪬⮱䛺㺮ᕔ৶➁⍌䕄⢼㻷ᄔձ㏴ᕜ喕Dirichlet喖Ꭸ౼䉢Υ䷆⁖00.00.51.01.52.02.53.03.54.04.55.0510152025303540Cullen Habel and Cam Rungie喧ȰDrawing a Double Jeopardy Lineȱ06ち̵〕㥚䨵͢⮹㣬თ䯳䷍ጝ䜄ᑊᨃⴢ㻻䷆ᎴॿЬձ⮲⯣ΛWhite paper on the Value of Short VideoAds of Ocean EngineᄮσᎴॿͰᲚ䄩喙ឳݥᰩ㘲๔㼛䓳᫥თ⮹Ꭸथ喙Ꭻᒦਂᰩ๏⮹᫥თ喙᭤৶➁៾᫥⮹る⪚ȩ㕁䔎͟る⪚⮹㥲౥喙ݎ䰵㺶䃹ѥܯ㘲倍᩽㣬ऋ᫥თ⮹≶䜄䭪౥喙Ꭻ͉䕅⍅䓶⼰䶹ヌݥ倍᩽䭪౥ȩ㥚䨵⼆ႛᏛ䜄గ䭔̓๏ძ̾᫮᪥ᢣڡभऽґ喙̓๏ძ̾᫮᪥ᢣڡभऽґ喙̵䊬䃹ѥᓌܯᰵҨ⮹៾᫥䭪౥喙፣ߞᎴॿͰ㼘ۨᒈ̀䲗ͩ⮹㥚䨵䯳䷍ȩ᱙⮪⯛Γᄳчఋめ͑͗䬛䷅ຯ҂ݑჇ྿Ҁ៶᫝᩵᳉喟ⰣނͰ≶⮹Ꮫ䜄᫮∊䃯喙ࢨᰒپ/◮ܰᒇక喙ౝ䃹ѥᎴॿ᩽᳑ᬫ喙㔶თ⮹Ꮄॿ៊ᩳ䒡ࡋ⢼ᒵᒵ᭳㦌倍σ᫥თ⮹䒡ࡋ⢼ȩ㠚Кₙ᫮∊䃯ᓌܯ⮹Ꮄॿ䒡ࡋ⢼ᲚᠼᄱᎴॿ䶹ヌ喙㔶თ㼛䓳⮹Ꮄॿ䶹ヌᄻяᒽ๜喙Ѓ㕁ᒦਂ৶➁᠈᫥ȩకₙ喙ౝК৶➁ී䪴ͯⰣᴼ⮹㥚䨵౯ᮤ̀喙䰵㺶䔾჏̵͟せऽĉී䪴Ċ⮹࿇҈᩽᳑Ꮫ䜄᫮∊䃯ȩຯ҂ᵦᢛ྿Ҁ៶᫝㘪߈喑ࡴ㏔㥒䨭㏱वゃ⪒喟ȝ ⷃ❼ࡋᬫИ喙ືҊ䃞ᰩ๏᫥თⱀݥ৶➁喬ȝ ືҊ䃞৶➁㷠ᰩ๏ϯ䃥҄ুᘨ䊬喬ȝ ືҊ䃞ᰩ๏᫥თआ⩔䒡ࡋ喬৮❹჋⣝៶᫝⮱㥒䨭䯫䷅ݑ᫚ᎠझᎬॷ៶᫝᩵᳉⮱ᰭҠ᫦∂䃧07ちρ〕䔾჏ݙ᫢࿇҈៾᫥᩽᳑⮹ᰵҨ᫮∊䃯ጝ䜄ᑊᨃⴢ㻻䷆ᎴॿЬձ⮲⯣ΛWhite paper on the Value of Short VideoAds of Ocean Engine08ちρ〕䔾჏ݙ᫢࿇҈៾᫥᩽᳑⮹ᰵҨ᫮∊䃯ጝ䜄ᑊᨃⴢ㻻䷆ᎴॿЬձ⮲⯣ΛWhite paper on the Value of Short VideoAds of Ocean Engine⻾႓ܳ≮⮱෋᩵Ꮣ䛼ී᩽Ꮫ䜄᭤ᠼ喙䕏䓼ጝ䜄ᑊᨃ⮹⼆ႛ A/B ܻ≶㘲ߐ喙ౝ㥚䨵៊ᩳᬫ䕏䓼䔾჏ᰒپ㏹ুᣜݫ㏹喙Ლᄮ℉ᎫᏛ䜄ĉⱀݥĊᎴॿϜ⩔⮹ී䜄Ьձ喕ࢨ lift喖⮹Ꮫ䜄᫮∊ȩ䕏Ԍ౥䃧喙Ȳී᩽Ꮫ䜄ȳ䕏䓼ᄻ➮ᒶჁڝⰭु⮹ϯ㓙ᤅނܻ݇ͯĉ㘲ⱀݥᎴॿĊুĉ͂㘲ⱀݥᎴॿĊ喙♫ृ䕏䓼ᄮ℉͙㓙ϯౝᎴॿ៊ᩳृ̵⃪ᬫ䬩ں⮹䒡ࡋጣᐷȨ㶁ͯጣᐷȨᝋ⩝ᝬ䃙ⴚጣᐷま喙䜄ࡋᎴॿ᩽᳑ȩⰣނ㷠ᰩ๏Ҵ⩝⮹࿇҈Ꮄॿ䃹ѥ᫮ᑄ᭤Ⱙᣚᒇక喙ࢨᎴॿᰒپᝋ◮ܰϯ㓙᝵፛Ლ⮹䒡ࡋᩫښ喙ᖾ᪥䃖ͯᎴॿ፛Ლ⮹ී⯿ȩ䔎⼂ᒇక⮹᫮ᑄ㘲๔Ⱙ㻷౥ं᭕࿇҈⮹䒡ࡋ᩽᳑喙ѻ᭤я࠺ॠᱡ䏠ᅦ᰾䉢Υᙄॆ⮹ϯ㓙⮹䒡ࡋ喙Ꭻ͉ᬕ∊ं᭕ऌݥᎴॿᰒپᝋ◮ܰृᒦਂ䉢Υ⮹ී䜄䒡ࡋ喙కₙ喙㔶თ⮹Ꮄॿ៊ᩳ ROI ፭፭я᭳㦌倍σ᫥თ⮹Ꮄॿ៊ᩳ ROIȩጝ䜄ᑊᨃᣝ㢅ී᩽Ꮫ䜄⮹᫮∊䃯䔐㶁Ꮄॿ䃹ѥ喙तК㼘ۨᎴॿͰౝ㶖䜄Ꮄॿී䜄᩽᳑ᬫ䕼ݥ⮹䯳䷍ȩ∝ 1: ጝ䜄ᑊᨃౝϜ৶̿ڬ᰾⼆ႛܻ≶㘲ߐ喙तКԒ䃶ᰒپ㏹ϯ㓙ুᣜݫ㏹ϯ㓙⮹Ⱝѱᕜ∝ 2: യσϯ㓙Ⱝѱᕜ喙℉䒸ह䔾䶮̿⮹ₘॆᤅࡼ⢼喙ᰩ⼆ႛं᭕৶➁᩽᳑喕ₘॆᤅࡼ⢼ = ᰒپ㏹ₘॆ㶁ͯ࢕℉ / ᣜݫ㏹ₘॆ㶁ͯ࢕℉ -1喖Ꮄॿ჏ॆϯ㓙͂៊ᩳᎴॿ៊ᩳᎴॿᣜݫ㏹ϯ㓙ᰒپ㏹ϯ㓙䯄ᱯܻ≶ϯ㓙㜨Ꮄॿᣜݫ㏹ুᎴॿᰒپ㏹㐱ऽ䒡ࡋ᪥ᢣᎴॿя㷠៊ᩳ㜨ᰒپ㏹ϯ㓙喙ᣜݫ㏹ϯ㓙я㷠᠛᝟Ꮄॿ䃖ヌᰒپ㏹Ⱝᄮᣜݫ㏹⮹䒡ࡋߐᤅࡼ喙ᓌܯᎴॿᄮ䒡ࡋ⮹ී᩽Ꮄ