最近在一本書中預測，2009年網路行銷「新」趨勢絕不會和「關鍵字廣告」有關（那是去年的趨勢了），反倒是一般公認已老舊的、準備被淘汰的「陳列式廣告」(display ad)將出現大變革，這點是由於Yahoo!與AOL變動、社群網站求廣告、影片廣告繼續試、用fMRI發展新廣告型態…等綜合觀察的結論，一年的時間，足夠他們繳出亮眼的新成績單。
新的一年還沒開始，上周comScore就先剛在某會議中發表了一份白皮書，尚未入手，但曾經在comScore的董事會達10年之久的一位網路行銷老手，昨天已經先綜合這份白皮書，在SeekingAlpha寫了一篇很棒的文章，提及幾個關於陳列式廣告的新數據，足以讓每個人，對「陳列式廣告」有了嶄新的新認識──
他們選了139則陳列式廣告做了實驗，監控著200萬位觀眾的使用狀況，注意，高達200萬名！這200萬名使用者被分為兩組，有一組看了廣告，另一組沒有，其他的變因幾乎都相同。結果他們先了證明之前大家已經假設到的結論：陳列式廣告的點擊率，果然比關鍵字廣告(keyword ads)要低上許多，大家在看陳列式廣告時，並不是在「購買動機」(purchase intent)的當下，眼睛不像一隻敏銳的花豹，反而像一頭傭懶的水牛，東看、西看，點擊率超低，轉換率也超低。
不過，陳列式廣告卻有一個東西，比想像中的高很多。
猜猜看是什麼？
comScore的研究發現，一個月內拜訪這些陳列式廣告背後的網站的機率，看到廣告的比沒看到廣告的還高了46%。而，一個月內到搜尋引擎去試圖搜尋該廣告或該產品關鍵字的群眾，有看廣告的也比沒看廣告的高了38%。意思是說，別看這些人當下「沒反應」，其實到最後都還是會想辦法到你家的網站去！
不只是拜訪網站而已，comScore發現，最後會作「購買」動作的機率，尤其是在線上直接購買的機率，有看廣告比沒看廣告還多了27%，連作線下購買的機率也高了17%。
這些數字非常少見，因為以往我們只能計算某位使用者看一個廣告以後，這個廣告在當下所直接帶來的點擊、購買率(轉換率)是多少。我們無法一直追蹤這個使用者到好多地方，看看他們最後到底是有沒有過來看、過來買？只有像comScore這種大型調查公司，才有可能做這樣「後續」的追蹤，然後終於發現，原來，陳列式廣告也是有效果的。雖然沒有馬上點擊，但它的效應會發生在後面，而且會「真的發生」！
有趣的是，這篇文章還詮釋（不確定是此作者自行詮釋或是comScore白皮書所詮釋的），這個數字其實比表面上還更有意義，為什麼呢？因為搜尋引擎的關鍵字廣告，表面上的確還是比陳列式廣告要有效很多，只要看到搜尋式廣告，就很容易點進去，也很容易購買，但comScore還有另外一個數字：他們說，這200萬位觀眾，有高達81%從頭到尾只看過陳列式廣告，也就是說，陳列式廣告所接觸到的群眾數量(reach)很有可能是關鍵字廣告的10倍之多，這樣的情況下，剛剛提到看到陳列式廣告就高了46%、38%、27%…等等，後面所代表的數字，都是關鍵字廣告的同樣%的數字的十倍！
我從這邊感覺到一個有趣的創業方向，或是給現有網站的新的透過廣告來創意獲利的方向，關鍵就在CPX上面。所謂「CPX」，就是跳脫目前「CPC」(cost-per-click，廣告費以點擊數計價)和「CPA」(cost-per-acquisition，廣告費以每次購買計價)和「CPM」(cost-per-mille，廣告費以每千位觀賞計價)等等的新計費方式，不過，由於「CPC」實在太強太成功，所以現在大家都在想辦法挖還有哪種的「花在刀口上」的廣告法，譬如我有聽過「轉寄一次多少錢」，上次也有寫過「Cost per Install」的新計價法，這些都是在「動作」上創新，從這些動作來和廣告商計費。
但創業家可以思考的是，咦，現在的陳列式廣告，計費方法算來算去都只是「看了幾次」收費，也永遠都只能「看了幾次」收費（談專案的除外）。但，一個廣告在邊欄被看到，或是在部落格文章被看到，還有在留言區被看到，或是在橫幅頭條被看到，還是被只播放三秒鐘的全版廣告看到，甚至在社群網站中藉朋友之名被看到，這些全都是「被看到」，全都只是以不同的「CPM」來計費，實在太可惜了。在「看」的部份，還有哪些「看」法？
所有想賺廣告錢的網站們都可以想一想，最適合自己網站的「看」法，然後喊出一個新的字「CPX」，現在comScore和其他廠商顯然都想要在2009年幫陳列式廣告改頭換面，英文就只有26個字母，要搶要快。
Mr. 6 – 趨勢．創業．網路．生活 
陳列式的廣告可以算是一個反古，類似傳統媒體的展示方式，所以得到的image較高，然而搜尋關鍵字會有一個匹配的過程，需要去猜測關鍵字，而展示出來的效果也不好，所以自然效果有限…
這個調查結果很有趣呢! 它其實就說明了網路上的陳列式廣告就像傳統的路邊招牌, 或是運動員, 賽車上面的贊助商商標一樣, 它並不是直接在賣某種產品, 而是做企業型象, 只要曝光率夠高, 民眾想買東西時就會優先找他們所喜歡的品牌了. 所以以後陳列式廣告的收費方法可以更簡單, 只要看網站流量就好了, 不用去計算廣告點擊數了.
display ad要的是混个脸熟，以后真要用的时候能够记起来曾经在哪里看到过某某广告，然后通过各种方式加强记忆中的印象，直到找到理想答案。
“我记得在哪里看到过关于***的广告！”，这句话大家都曾经说过吧
我不敢否認陳列式廣告的效果，但是，
根據本文給我的啟發來看，如果我有100萬廣告預算，
我會安排50萬的Google內容聯播廣告(陳列式廣告=圖片+影音)，50萬的Google搜尋關鍵字廣告。
這樣，就一網打盡…..
太棒了！明天就跟客戶說 …… ^^
很棒的一篇分析文章
很受用
很棒的文章，已收藏到imclab.com
comScore催促大家重新認識「陳列式廣告」
http://www.imclab.com/show.php?tid=391
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