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PatekPhilippeGenerationCampaignPostbuyreport,December2013DancePengAccountManagerDecember2013?2013DGInc.Allrightsreserved1
AgendaCampaignoverviewPerformanceDetailAnalysisInteractionAnalysisGeoAnalysisKeyFindings/Learning
CampaignOverview
CampaignOverviewCampaignPeriod:13thNov.2013–9thDec.2013(TotalNetMediaCost:￥837,000）TotalServedImpression:2,488,189 TotalClicks:7,924 TotalCustomInteraction:4,566 CTR:0.32%DwellRate:6.12%Video50%PlayedRate:85.91%VideoFullyPlayedRate:32.45%AverageVideoPercentageComplete:72.16%NetAverageCPM:￥336.39;NetAverageCPC:￥105.63DwellRate=ImpressionwithDwell/TotalImpression;Video50%orfulllyPlayedRate=TimesofVideoPlayed50%orfully/VideoStartedNetAverageCPM=TotalNetMediaCost/TotalImp*1000;NetAverageCPC=TotalNetMediaCost/TotalClicks
PerformanceDetailAnalysis
PublisherPerformanceOverviewPublisherNetMediaCostPlannedTotalImpressionServerdImp.ImpdeliveryRateTotalClicksCTRTotalInteractionRateDwellRatePlanedCPMNetActualCPMNetActualCPCFTChineseCN￥450,0001,174,0002,379,692202.70%7,7560.33%0.14%6.34%￥383.30￥189.10￥58.02iBloombergAPP￥312,000832,00015,6311.88%1300.83%6.10%6.82%￥375.00￥19,960.34￥2,400.00CaijingAPP￥75,000140,00092,86666.33%380.04%0.26%0.34%￥535.71￥807.62￥1,973.68Totals￥837,0002,146,0002,488,189115.95%7,9240.32%0.18%6.12%￥390.03￥336.39￥105.63OnlyFTChinesereachplanedimpression.iBloombergandCaijingdeliveredrateislow,iBloombergimpressiondeliveryrateisonly1.88%,whichneedtobeimproved.FTChinesecontributedthemostImpandClicks.FTChineseandiBloombergperformedhigherDwellrate(6.34%~6.82%).iBloombergCaijingcustominteractionrateishigherthanFTChineseFTChineseactualCPM(￥189.10)ischeaperthantheplannedCPM(￥383.30)DwellRate=ImpressionwithDwell/TotalImpression;InteractionRate=TotalInteractions/TotalImpression
PublisherPerf
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