Ukwenza izikhangiso zibe mnandi futhi: ikusasa lokukhangisa okusebenzisanayo

“Ubuciko obungenalo isu bubizwa 'ngobuciko'. Ukudala okunesu kubizwa ngokuthi 'ukukhangisa.'” -Jef I. Richards

Ubuchwepheshe bedijithali buye baqhuma kule minyaka engamashumi amabili edlule. Manje, esikhundleni sokubuka ithelevishini, abantu babuka okuqukethwe kumakhompyutha abo aphathekayo, ama-smartphone, amathebulethi, namawashi ahlakaniphile. Ukusakaza bukhoma kuyinto evamile futhi i-inthanethi iyikhaya lokuqukethwe okuningi. Abakhangisi baye babhekana nobunzima bokulungisa lezi zinkundla ezintsha. Kusukela ekuqanjweni kwesikhangiso sesibhengezo ekuqaleni kwekhulunyaka elidlule, ukuqanjwa okusha kungene kwezinye izinhlobo zokukhangisa ezingasebenza kuwo wonke umkhakha wedijithali. Kunesikhangiso esiphuma ngaphambilini ku-YouTube, kodwa abantu abaningi bachofoza “Yeqa”. I-AdBlock idumile futhi abantu bazimisele ngisho nokukhokhela ukubhalisa kokuvinjwa kwezikhangiso. Lapho bebhekene nokulahlekelwa ingxenye yezithameli zabo, abakhangisi bangayibuyisa kanjani? Impendulo ukukhangisa okusebenzisanayo.

Kuyini ukukhangisa okusebenzisanayo?

Ukukhangisa okusebenzisanayo yinoma yiluphi uhlobo lokukhangisa lapho abathengisi bexhumana nabathengi babo. Noma isiphi isikhangiso esibandakanya abathengi ngokuqondile noma ngokungaqondile abahlinzeka ngempendulo ngomkhankaso kanye nabathengisi abasebenzisa leyo mpendulo ukuze bakhe isikhangiso esiqondene nawe kakhulu siyasebenzisana. Uma sifuna ukuthola ubuchwepheshe obengeziwe, i-Journal of Interactive Advertising ikuchaza njengokuthi “ngokushesha okuphindaphindayo inqubo lapho izidingo nezifiso zabathengi zembulwa, kuhlangatshezwane nazo, kulungiswe futhi kwaneliseke yinkampani ehlinzekayo.” Lokhu kusho ukuthi ngokubonisa ngokuphindaphindiwe izikhangiso ezihlukene nokuqoqa idatha mayelana nezimpendulo kuzo, abakhangisi bangabese besebenzisa ulwazi abaluzuzile ukuze ekugcineni babonise isikhangiso izithameli zabo ezifuna ukusibona. I I-Interactive Advertising Bureau yase-Australia unezela lokho amabhanela, uxhaso, imeyili, ukusesha amagama angukhiye, ukudluliselwa, izimali slot, izikhangiso ezihlukanisiwe nezikhangisi zethelevishini ezisebenzisanayo ziyasebenzisana uma zisetshenziswa ngendlela ehehayo. Ihluke kanjani le ndlela ehehayo kunaleyo ebikade yenziwa ngaphambili?

Interactive vs ukukhangisa kwendabuko

Umehluko phakathi kokukhangisa okusebenzisanayo nalokho okubizwa ngokuthi 'okwesiko' ukuthi ukukhangisa kokuqala kuhilela ikhono lokulawula lokho okubonisa abantu abahlukene. Esikhathini esedlule, abakhangisi bamukele imodeli yokuvama okucebile, bagcwala izibukeli ngesethi efanayo yezikhangiso kaninginingi ngethemba lokuthi eyodwa yazo izonamathela. Lokhu kwaba nengqondo ngoba yayingekho indlela yokulinganisa ukuthi yiziphi izikhangiso abantu abazibukayo nokuthi yiziphi abazishumayezayo. Akufani nabakhangisi bangaqapha abantu kuma-TV noma imisakazo yabo.

Ngezikhangiso ze-inthanethi, abakhangisi bangaqoqa idatha ehlukahlukene ngokurekhoda ukuthi bangaki abathengi abachofoze esikhangisweni esithile noma ukuthi yibaphi abathengi ababuke isikhangiso esiphuma ngaphambilini ngokugcwele, ngokwesibonelo. Besebenzisa amakhukhi, bangakwazi futhi ukudala iphrofayili yababukeli abaqondiswe kubo ngokusekelwe kumawebhusayithi abavame ukuwavakashela. Abathengisi bangasebenzisa ngisho nezinhlolovo kanye nabathengi benkundla yezokuxhumana ukuze baxhumane ngqo nabathengi ukuze bakwazi ukukala ukuthi hlobo luni lokuqukethwe okumele lubathumele.

Ukukubeka kalula, imodeli yakudala iyazisa, ikhumbuza, futhi iyancenga, kuyilapho entsha ikhombisa, ibandakanya, futhi inika amandla abathengi ngokukhetha. Imodeli endala ibandakanya ukumosha imali ezikhangisweni ezingase zilahlwe izethameli. Imodeli entsha yokukhangisa okusebenzisanayo isiza abakhangisi ukuthi basondele futhi basondele ephusheni lokubonisa izikhangiso abantu abafuna ukuzibona. Uma sonke isikhangiso siklanyelwe izethameli ukuze bathole imbuyiselo ephezulu, imali encane ingamoshwa futhi imali eyengeziwe ingangena ekwenzeni izikhangiso zekhwalithi ezizobandakanya izethameli kunokuba zizinikeze ugqozi AdBlock.

Indlela ukukhangisa kwe-inthanethi kusebenza ngayo

Abakhangisi bathenga inani elithile lesikhathi sakho ukuze bakubonise izikhangiso. Lokhu kunqunywa yi-CPM-RATE noma izindleko eziyinkulungwane. Ku 2015, i-CPM-RATE yayingu-$30 ngenkulungwane yezibukeli. Lokhu kwakusho ukuthi umakethi ukhokhe amasenti angu-3 ukuze abonise isikhangiso sesekhondi elingu-30 komunye umuntu. Ngenxa yalokhu, kuyathetheleleka ngesibukeli ukuthi sikhethe ukubuyisela isikhathi saso ngokuthenga okubhaliselwe okungenazikhangiso ngoba kubiza imali elingana naleyo ekhokhwa abakhangisi ukuze bababonise isikhangiso esingahlanganisi.

“Ezokukhangisa nokuthengwa kwemithombo yezindaba kwazisa ikhono lokunakwa,” kusho isazi sekusasa lezokukhangisa uJoe Marchese. Lokhu kusho ukuthi akubizi ukuthenga ilungelo lokubonisa isikhangiso esimaphakathi kubantu abaningi ngangokunokwenzeka ngethemba lokuthi umlayezo wesikhangiso uzonamathela okungenani kumuntu oyedwa. Imodeli endala yokukhangisa endaweni ehlukile. Ngokukhangisa okusebenzisanayo, abakhangisi bangaqinisekisa ukunaka kwabantu okufanele ezikhangisweni zabo ngokudala inani eligxilile lazo eliqondiswe ngqo kubabukeli babo. Uma kwakhiwa izikhangiso ezincane, i-CPM-RATE iyakhuphuka, kodwa umphumela uwukudalwa kwezikhangiso abathengi abazithola ziheha futhi zijabulisa kanye. Ukuze wenze lokho, yini esebenzayo nengasebenzi?

Okuqukethwe okukhulu

Isikhangiso se-pre-roll asihlali sithola ukunakwa okuhle, kodwa kunesibonelo esiyingqayizivele. Ku-YouTube, Isikhangiso esingeqeki se-Geico inokuqukethwe okuyingqayizivele kangangokuthi ibe isihloko esithrendayo. Lokhu kubonisa ukuthi okuqukethwe okuhle kuhlala kusebenza. UPietro Gorgazzini, umdali wenkundla yokumaketha i-Smallfish.com, uthi kuwumsebenzi wabakhangisi ukwenza “okuqukethwe okuhle thina njengabathengi esingazimisele ukukukhokhela.” Usebenzisa i-LEGO Movie njengesibonelo, njengoba kuyisikhangiso esikhulu ngempela esingenise inzuzo enkulu ye-LEGO.

Amavidiyo amahle athrendayo ku-YouTube nakwezinye izinkundla ayindlela yokukhangisa esebenzisanayo ebonakale iphumelela kakhulu. I-New Zealand Transport Agency ikhiphe ividiyo enemizuzwana engama-60 enesihloko esithi “Amaphutha” kumabonakude. Ividiyo ihlola i-engeli entsha mayelana nokuphepha emgwaqeni, ukuthi akukhona kanjani ngesivinini sakho kodwa isivinini sabanye abashayeli okufanele usiqaphele. Ngoba ifundeka njengefilimu emfushane enamandla, iyividiyo ebukwe kakhulu e-New Zealand, futhi amazwe amaningi awagcinanga ngokulihumusha kodwa adala izinguqulo zawo ukuze abonise abantu bawo.

Ukukhangisa okungeqa umngcele ukuya kwezokuzijabulisa kuyindlela eqinisekile yokushiya umbono futhi kudale ingxoxo ngalokho okubonile kanye nezincazelo zakho ezihlukahlukene. Ukukhangisa okusebenzisanayo kungase kuguqukele kokuqukethwe okungenakuhlukaniswa nokuzijabulisa okuvamile kodwa okuphumelelayo ekushiyeni umbono ohlala njalo kubathengi.

Idijithali ithatha imigwaqo

Ukufaka izinto zedijithali emikhankasweni yasemgwaqweni kubonakale kuphumelela emikhankasweni yokukhangisa embalwa emhlabeni wonke. Ngokwesibonelo, ukukhuthaza i Umdlalo weSingStar Playstation 4 eBelgium, i-limousine ephakeme kakhulu yazungeza elinye lamadolobha amakhulu. Ukugibela i-limousine bekumahhala inqobo nje uma abagibeli becula ingoma. Amazwi abo asakazwa emigwaqweni futhi imidlalo yabelwana kuFacebook. Amakhonsathi ahamba phambili ahlelwa futhi athunyelwa ku-YouTube. Lo mkhankaso uqwashise abantu ngalo mdlalo kusukela ku-7% kuya ku-82%, okuholela ekwenyukeni kokuthengiswayo.

E-China, umkhankaso we-sports energy drink Mulene okubandakanya ukunikeza abathengi abasha izikibha ezinezithombe ze-LED ezenziwe zasebenza kusuka ekushiseni komzimba ukuze bazigqokele imigijimo yasebusuku ehleliwe. Abathengi bathole ihembe ngokulanda uhlelo lokusebenza. Balayishe izithombe zabo ku-Weibo futhi njengoba beba nezithombe eziningi, kwaba maningi amathuba okuba bathole isigqebhezana semikhiqizo ye-Mulene yamahhala. Kunjalo, umkhankaso uholele ekutheni abathengi abaningi abasebasha bathenge imikhiqizo yeMulene.

Ngokusebenzisa ngokugcwele izinkundla zokuxhumana ngokuhambisana nemikhankaso yasemgwaqweni ethokozisayo, abakhangisi bazokwazi ukuxhumana nesizinda sabathengi esilahlekile sabantu abasha abebengavimba isikhangiso ku-inthanethi.

Ubuchwepheshe obusha nokukhangisa

Ukusebenzisa ubuchwepheshe obusezingeni eliphezulu ukugqugquzela umkhankaso wokukhangisa nakho kuyisihluthulelo sekusasa lokukhangisa okusebenzisanayo. Ukuze ungene emakethe yasemadolobheni eneminyaka engu-18-35 ubudala eRomania, telecom Orange udale uhlelo lokusebenza lokho kwavumela imibhangqwana yoSuku Lwezithandani ukuthi iqophe futhi ithumele umsindo wokushaya kwenhliziyo yazo ezithandweni zayo. Ngokwenza kanjalo, abasebenzisi bathole amaMbs amahhala edatha okwakungu-10X ukushaya kwenhliziyo kwabo. Ukuze umemezele uhlelo lokusebenza, i-Orange iphinde yasebenzisa isikhangiso sokuphrinta sobuchwepheshe obuphezulu lapho abasebenzisi bengacindezela izinkinobho ezimbili ukuze barekhode ukushaya kwenhliziyo yabo, izibhengezo ezibonisayo zangaphandle, kanye namaphosta nokumaketha kwenkundla yezokuxhumana. Uhlelo lokusebenza lilandwe izikhathi ezingu-583,000 futhi izigidi ezingu-2.8 GB zedatha yamahhala zitholwe amakhasimende ase-Orange.

Lokhu kukhombisa ukuthi izinto ezintsha zobuchwepheshe zizosetshenziswa abakhangisi ukuze bathole ukunaka kwezithameli zabo. Njengoba ubuchwepheshe buthuthuka ngokushesha njengoba bunjalo, abakhangisi bazosebenzisa ubuchwepheshe obusha ngokubuxhuma nemikhiqizo yabo.

I-TV esebenzisanayo

Isiteshi 4 sizokwethula izikhangiso zokuqala ezisebenzisanayo ze-TV yaseBrithani. Ikhishwe kuqala ekusakazeni kwayo i-TV kanye nesidlali semidiya i-Roku, lezi zikhangiso zizovumela ababukeli ukuthi bakhethe izikhangiso ezihlukene, babuke okuqukethwe okwengeziwe futhi bathenge imikhiqizo esheshayo ekhangiswa ngokuchofoza ukuze-uthenge. Lokhu kuzothatha ukusebenzisana kuye esikrinini esikhulu futhi kuzokhiqiza idatha eyengeziwe kubathengi ababuka i-TV ngaphandle kwamadivayisi wabo aphathwayo.