程序化购买对服装营销的创新价值

Programmatic buying's innovation value on clothing marketing

作为大数据时代一种新型的广告投放方式,程序化购买的实质是充分应用网络技术,释放大数据价值,针对目标受众的精准投放。文章在分析程序化购买的定义及运作模式的基础上,以服装行业现状为研究背景,认为程序化购买的行为定向技术及RTB和Non-RTB 2种程序化购买方式可以为服装营销中的市场细分及人群截流产生创新价值,同时程序化购买的LBS等空间技术在移动端的营销应用能有效推动跨屏与联动的实现。这些新的营销模式一旦稳定科学应用,能够为服装O2O等环节提供全新的营销支持与思路。

With the boom of programmatic buying,more and more digital advertising budget shifted to it. Based on the study of automated,technology-centric,data-driven method of digital display of programmatic buying, in collection with garment industry, this paper has such conclusions： the programmatic buying＇s behavioral targeting technology and the two types of buying of RTB and Non-RTB can bring great innovations for clothing market segmentation and crowd decentralization. At the same time,the technique of LBS will lead to a new era of cross-screen and collection,which is also an effective marketing improvement for clothing O2 O.