I-IAB Spain, lo inhlangano emele umkhakha wokukhangisa, wokukhangisa nowokuxhumana kwedijithali eSpain, ngisanda kwethula lo mbiko Amathrendi aphezulu 2014, idokhumende elungiselelwe amakhomishini ahlukene ayi-16 ahlanganisa ndawonye i- okhiye bebhizinisi ngo-2014 kuzo zonke izindawo zomkhakha. Lo mbiko uhlinzeka ngokuningiliziwe kwe- imakethe ye-digital ngendlela esheshayo nephumelelayo. I- eCommerce, ezokuxhum, ukumaketha kweselula futhi i idatha enkulu thatha ukubaluleka okukhulu ngaphakathi kwe- izitayela zedijithali kulo nyaka.
Lo mbiko uhlaziya i- izitayela zedijithali zango-2014 ekubekeni uphawu, ukuthenga imidiya, okuqukethwe, ubuciko, i-Digital Signage, i-eCommerce, ukunxenxa nokwenza izinto ngendlela efanele, isilinganiso sabalaleli, imidiya, imithombo yezokuxhumana, iselula, ukusebenza, umsakazo oku-inthanethi, i-RTB, i-TV exhunyiwe nevidiyo eku-inthanethi.
I-Las okhiye bebhizinisi ledijithali lango-2014, njengoba kuhlongozwe yi-IAB Spain ku Amathrendi aphezulu 2014, Yilezi ezilandelayo:
# 1 - Ukubeka uphawu
- Ukusetshenziswa kwefayela le- html5 kanye -Javascript amafomethi wokukhangisa.
- El ividiyo Izuza ubuntu futhi idlulela ngalé kokuqukethwe okudala.
- Ukubaluleka kuyanda vokuvideo , lo ezenhlalo kokuqukethwe kanye Ukubeka uphawu kokusebenzisana.
# 2 - Ukuthengwa Kwemidiya
- Ukhiye uku RTB, okungukuthi, ukuthengwa kwezikhala zokubonisa ngesikhathi sangempela.
- El ukumaketha kabusha, ukukhangisa kumasayithi ezentengiselwano ze-elektroniki, amathelevishini axhunyiwe, ukubuyisela emuva imidiya yezindaba futhi imikhankaso ehlanganisiwe kuzobuye kubhejwe kulo nyaka.
# 3 - Okuqukethwe
- Khulisa amasu we ukukhangisa kwendabuko, lapho kuzofunwa khona umthetho wawo.
- Ngenxa yalokho ziyavela ama-ejensi akhethekile, ukuthuthuka kokulinganisa nokuqukethwe okukhethekile kudivayisi ngayinye.
# 4 - Ubuciko
- El Ukuxoxa ngezindaba ibekwa ngokumelene nokuqukethwe kwe- «branded». Umthengi ufuna ukuthi imikhiqizo ibe nekhono lokuxoxa izindaba.
- Bazogqamisa i- ukukhuliswa, ubuciko obunamakhompiyutha amaningi, ukusakazeka kwabantu, ukuzenzela nokuzikhangisa kwasendaweni.
# 5 - Izimpawu Zedijithali
- Ngo-2014, kwaba nenqubekela phambili ekuhlanganiseni Izimpawu Zedijithali kuzabelomali de ukuxhumana kwedijithali. Lokhu kuthuthukisa isithombe izinketho zokubeka uphawu nokusebenzisana, kanye nokuxhumana ne- Igama lomsebenzisi.
- Kukhona ukuhlanganiswa okukhulu nayo yonke imboni yokukhangisa yedijithali.
- Okuningi kuzotshalwa imali ubuciko nangezindlela ezintsha
- Iukuhlanganiswa ne mobile nokungena ngemvume komphakathi futhi kwanda eCommerce yangaphandle futhi la ukukhangisa kwe-hyperlocal yamabhizinisi amancane.
# 6 - eCommerce
- Umkhakha wezemfashini kanye nezaphulelo kumathikithi namathikithi kuzoba izinjini ze- eCommerce.
- Kuzoba nokwanda kwe-eCommerce ngaphakathi kwe- amanethiwekhi omphakathi.
- Kuzoba nokuqhuma okuvela ekusetshenzisweni kwe- amakhuphoni eselula nokwethembeka, nokunikezwa okwenziwe ngezifiso okwengeziwe.
- Kuzoba nokuningi ukuqamba kwedijithali ezitolo zomzimba futhi ukuhlanganiswa kwamadivayisi ahlukene kuzokwenzeka ngesikhathi senqubo yokuthenga.
# 7 - Lobby and Regulation
- La ubumfihlo izohlala i kuqala kubathengi, abenzi bomthetho kanye nanoma yiliphi ibhizinisi elisebenzisa futhi licubungule idatha yomuntu siqu.
- Imboni yezokukhangisa izosungula amazinga wokuziphatha ngokusebenzisa a Ikhodi yokuzilawula ukuphendula ukuvela okuqhubekayo kwemidiya, ubuchwepheshe, izimpahla nezinsiza namadivayisi,
# 8 - Isilinganiso Sezithameli
- Izobheja kwifayela le- ukulinganisa kwepulatifomu, ukubonakala kwemikhankaso yokukhangisa online kanye idatha enkulu.
- Ukuqala kwesilinganiso ku-TV exhunyiwe kuyabonakala.
# 9 - Imidiya
- Amathrendi acacile: ukwenza ngokwezifiso, i-paywall, i-crossmedia, i-RTB nethelevishini ye-hybrid (HBBTV).
- Izobheja kwifayela le- ukuhlanganisa, okungukuthi, ngokusatshalaliswa kokuqukethwe kwayo kuzingxenyekazi zenkampani yangaphandle ezinezithameli eziningi, njenge-YouTube noma iTtwitter.
- Ukusuka okucacile kokuthengiswa kwe- ithelevishini yomphakathi.
# 10 - Imidiya Yezokuxhumana
- Unyaka wezi-2014 kuzoba unyaka wokuvuthwa komkhakha futhi kube unyaka wokufuna a ukulinganisa kwe-brandig futhi of ukusebenza.
- Kuzoba nokwanda kokusetshenziswa, ukutshalwa kwezimali kanye eCommerce ngokusebenzisa amanethiwekhi omphakathi.
- Kuzoba ne- i-hypersegmentation ezinkundleni zokuxhumana, sibonga idatha enkulu.
# 11 - Iselula
- Khulisa utshalomali ku- ukukhangisa kweselula futhi ku izinhlelo zokusebenza.
- Kuzoba nokuqhuma okuvela ekusetshenzisweni kwe- amakhuphoni eselula nokwethembeka, amakhasi aphendulayo (i-HTML5 ne-Parallax)
- Izokwanda ukuhlanganiswa okungaphandle (Amakhodi we-QR, i-NFC noma ukungathandwa kwabathelisi esikubona).
- Iselula izosuka "njengesikrini sesibili" kanye ne- I-Intanethi yezinto.
# 12 - Ukusebenza
- I- ukuphakama kwamamodeli we-RTB nokukhula kwe ukuthengiswa kwe-inthanethi Siyabonga ngamakhodi wesaphulelo namaphromoshini.
- Kuzoba nokwamukelwa okukhulu kwemodeli "yokubuka okuthunyelwe" nokwamukelwa okukhulu kwemodeli yokuthenga kusuka I-CPM enamandla.
# 13 - Umsakazo oku-inthanethi
- Ifomethi ye- umsindo osebenzisanayo njengefomethi entsha.
- Uzoba nokungena okukhulu ngenxa ye- Ubuchwepheshe be-4G.
- Kuzoba nokwanda kotshalomali.
# 14 - I-RTB (Isikhathi Sangempela Sokubhida)
- Ukutshalwa kwemali okukhulu ku-RTB kuzotholakala ngokusebenzisa imikhankaso yevidiyo neyamaselula, ukuthengwa okukhulu kwempahla ye-premium, ukutshalwa kwezimali okukhulu kumafomethi abezindaba abacebile nokuvama okukhulu kokuthengwayo nge- I-CPM enamandla.
- Imininingwane izotholakala kubanikezeli bemininingwane emikhulu nabahlinzeka ngemininingwane.
# 15 - I-TV exhunyiwe
- Imithetho yezimakethe kulindeleke ukuthi isungulwe
- Kuzoba nokwanda kokunikezwa kokuqukethwe, izinhlelo zokusebenza kanye nezinsizakalo.
- Abasakazi (iziteshi ze-TV) bazokwanda, futhi inqubekelaphambili kufanele yenziwe ekulinganisweni kwezithameli ukuhlanganisa izindlela ezingaxhunyiwe ku-inthanethi neziku-inthanethi.
- A ukunciphisa ukusetshenziswa kwendabuko kwethelevishini.
# 16 - Ividiyo eku-inthanethi
- Kulindeleke ukuthi bavele amapulatifomu amasha unomusa I-Google TV, Yomvi noma iWuaki.
- Ividiyo izokhula ezinkundleni zokuxhumana, ikakhulukazi i- ividiyo exhumanayo.
- Bazobukeka ngaphezulu famafomethi wangaphambi kokugoqwa, ngoba zamukelwa kakhulu kune-post-roll ne-mid-roll.
- Izokwanda khokha ividiyo, futhi ngenxa yalokho, kuzoba ne- ukunciphisa ukusetshenziswa kwethelevishini yendabuko.
Imininingwane engaphezulu - Izitayela eziphezulu ze-ecommerce zango-2014, ngokusho kweForrester, Ungayisebenzisa kanjani ukumaketha kwamaselula ukwandisa ukuthengisa kwe-eCommerce, Ungayithola kanjani inzuzo yokuncintisana kwi-eCommerce encane ene-Big Data
Landa - Amathrendi aphezulu 2014