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  • In online advertising, there are many ways to buy ad space on publisher websites.

    在網絡廣告中,有很多方法可以購買出版商網站的廣告位。

  • In this example, we'll look at the process of buying ad space directly from the publisher. This is called a direct buy.

    在這個例子中,我們將看看直接從出版商那裡購買廣告空間的過程。這就是所謂的直接購買。

  • At an advertising agency, it's the job of a Media Planner to figure out where their

    在一家廣告公司,媒體策劃的工作是找出他們的

  • client's ads will run. So, if the client is selling pro-sports fan gear, then they'll

    客戶端的廣告將運行。所以,如果客戶銷售的是專業運動愛好者的裝備,那麼他們將

  • want to show ads on sites where sports fans hang out.

    想在體育迷常去的網站上顯示廣告。

  • Once the Media Planner has picked the websites where they want to run their campaign, they'll

    一旦媒體策劃人選擇了他們想要開展活動的網站,他們將

  • contact the publisher directly with an RFP, or Request For Proposal.

    請直接與出版商聯繫,提供RFP或招標書。

  • The RFP outlines campaign goals, run dates, and target audience. It also includes budget

    RFP概述了活動目標、運行日期和目標閱聽人。它還包括預算

  • details, like how many clicks or impressions they hope to get.. and how much the agency

    的細節,比如他們希望獲得多少點擊或印象,以及多少代理。

  • is willing to spend.

    是願意花。

  • When the publisher website receives the RFP, they'll review the list of requirements and

    當出版商網站收到招標書後,他們會對要求清單進行審核,並。

  • the agency's budget and compare it against their available inventory. Inventory refers

    機構的預算,並將其與現有庫存進行比較。庫存是指

  • to the number of ad slots a publisher thinks they'll have available on specific pages on

    出版商認為他們將有可用的特定頁面上的廣告插槽的數量。

  • a given day.

    某一天。

  • This can be tough to determine since publishers don't know exactly how many visitors will

    這可能是很難確定的,因為出版商不知道到底有多少訪問者會

  • come to their site, let alone which cat video will be most popular on a particular day.

    來他們的網站,更不用說哪隻貓的視頻會在某一天最受歡迎。

  • While nobody can predict the future, publishers use prior trends to estimate how many visitors

    雖然沒有人能夠預測未來,但出版商利用以前的趨勢來估計有多少訪問者。

  • will view pages on their website. This is called forecasting.

    會在其網站上查看網頁。這就是所謂的預測。

  • If the publisher has inventory that matches what the agency's looking for, they'll return

    如果出版商的庫存符合代理公司的要求,他們就會返回。

  • the RFP with a list of options and prices.

    徵求意見書,並附上備選方案和價格清單;

  • When the agency and publisher agree on the number of impressions or clicks, as well as

    當代理公司和出版商就印象或點擊次數,以及以下內容達成一致意見時,就會有更多的機會。

  • the cost, the agency creates an IO, or Insertion Order to seal the deal. The agency signs the

    該機構創建了一個IO,即插入令,以完成交易。該機構簽署

  • IO and sends it to the publisher. Once the IO is signed by both parties, it's considered

    IO並將其發送給出版商。一旦雙方簽署了IO,它就被認為是

  • a legally binding contract.

    具有法律約束力的合同。

  • After the campaign goes live, the publisher serves the client's ads as promised. And..

    活動上線後,發佈商按照承諾為客戶提供廣告。而且...

  • when the campaign is over, the publisher sends a bill for the ad space so the agency can

    當活動結束後,出版商會寄來一份廣告空間的賬單,這樣廣告公司就可

  • keep up their end of the deal.

    繼續履行他們的交易。

  • And then, everyone is happy.

    然後,大家都很開心。

In online advertising, there are many ways to buy ad space on publisher websites.

在網絡廣告中,有很多方法可以購買出版商網站的廣告位。

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【職場英文 X 網路行銷】如何在網站上投放廣告?Online Ads 101: The reservation buying process

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    oresta kapinga 發佈於 2017 年 04 月 27 日
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