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传统的网络广告在定价规则、运作模式等方面存在许多弊端，
这些弊端导致互联网广告的投放效果往往达不到广告主的期望效
果，广告主却为此花费了大量的互联网广告预算。程序化购买广告
运作模式的出现，有效的解决了从“包断”流量的粗旷方式向目标
人群精准化营销方向的转变，实时竞价使得网络展示广告也进入了
效果营销时代
广告主在逐步接纳实时竞价广告模式的过程中，期望广告费用
投入能带来更直接的转化效果。而当前这种新型广告模式下效果转
化的研究尚不完善，以及实时竞价模式本身的复杂性，目前行业内摘要普遍依靠优化师的个人经验积累，以及历史投放规律在实际运作中
来优化转化数据。完善的解决方案和复杂的数学模型，研究难度极
大，且在当前不贴合实际情况难以实现，细分行业提升效果转化数
据需要的是在实践中能实施的方法
衡量效果转化的指标非常多，其中点击率是衡量网络展示广告
的最重要指标。本文对实时竞价模式下网络展示广告点击率影响研
究，找到提升点击率的方法。本文首先在前人关于网络广告点击率
影响因素研究成果的基础上，结合实时竞价模式的特点，提出在实
时竞价模式下广告点击率影响因素研究模型
其次，采用问卷调查的方法，运用因子分析的分析方法，检验
了点击率影响因素模型，并提炼出三个主要影响因子，即：生动趣
味、强制性和互动性
最后，针对 D 企业平台特点，选取成熟的 S 电商广告主作为研
究对象，基于 S 广告主历史投放数据，采用回归分析的方法，分别
验证三个因子对广告点击率的影响。数据分析结果显示，三个因子
对点击率影响显著，证实了数据调查的因子分析结论
依据研究结论对此类型广告主提出广告投放建议，在实时竞价
模式下提高广告本身质量，增强网络展示广告的强制性，让广告更
丰富能与用户产生深度互动。能大幅提高展示广告的点击率，点击摘要率的提升能带来广告主期望的后端转化，最终能促成订单达成率，
投入产出比提升。区别于传统的互联网广告，建议广告主加大原生
广告的投入，并更多采用实时竞价模式实时的优化效果转化，降低
企业营销成本，让企业在数字营销中投入广告更科学、更高效
本文共分为七部分，第一部分绪论，分别介绍选题背景、研究
现状、研究意义和目的、研究方法和技术路线。第二部分主要是介
绍实时竞价模式研究的相关理论和国内外文献综述，及分析研究点
击率影响因素的必要性。第三部分，D 企业概况介绍和行业发展格
局，实时竞价模式运行机制及当前问题分析，并提出实时竞价模式
下影响因素研究模型
第四部分针对用户进行问卷调查，调查数据的因子分析及分析
结果的检验。第五部分选取 S 电商广告主历史投放数据，对三个影
响因子采用回归分析的方法检验。第六部分依据前两章的研究结论，
提出实时竞价模式投放中的优化建议，旨在提升网络广告点击率及
后端转化数据的提升。第七部分是本文研究结论的意义，研究的创
新点，以及研究局限性和未来展望
关键词 实时竞价 网络展示广告 广告点击率 广告交易平台 影响
因素ABSTRACT
IV
RESEARCH ON THE IMPACT OF D COMPANY’S ONLINE
ADVERTISING CLICK THROUGH RATE IN REAL TIME
BIDDING
ABSTRACT
With the rapid development of Internet, Internet penetration increasing, and the change
of people&39;s living habits and communication, the Internet has become an important part of daily
life, Internet advertising is growing rapidly. The user&39;s Internet usage is rapidly transitioning
from personal computer to mobile intelligent device, the mobile user size close to 700 million
in our country, the mobile terminal network advertising present explosive growth.
The traditional network advertisement has many shortcomings in pricing rules, operation
mode, etc. These disadvantages lead to internet advertising effectiveness are often short of the
expectations of advertisers, but advertisers have to spend a lot of advertising budget. The
appearance of the programmatic purchase advertising operation mode, from the ‘Buyout’
traffic to the target crowd accurate marketing direction change. The mode of programming
buying solved these problems effectively. Real time bidding to make Internet display
advertising has entered the era marketing effect.
In the process of gradually accepting the real-time bidding advertising mode, advertisers
expect the cost of advertising to bring more direct effect. But this new advertising mode
transformation of research results still is not perfected, and the complexity of real-time bidding
mode, Digital advertising industry depends on the optimization of teacher&39;s personal
experience, and history on the law in practice to optimize conversion data. Perfect solution and
complex mathematical models is very complex, and in the current does not fit the actual
situation difficult to achieve. vertical field promotion effect transformation method on the
implementation of need is in practice.ABSTRACT
V
There are a lot of Key Performance indicators to measure the effect, and click rate is the
most important indicator of the network display advertisement. In this paper, the research on
the click-through rate of online display advertising in real-time bidding mode is found. Firstly,
this paper based on the research results of influence factors the network advertisement click
rate, combined with the characteristics of real-time bidding mode, proposed in the real-time
bidding mode CTR hypotheses about influencing factors model.
Secondly, used the method of questionnaire survey, used factor analysis method, this
paper tested the influence factor model of the click through rate, extracts three main factors,
namely: lively interest, mandatory and interactive.
Thirdly, for D enterprises to chosen the mature S e-commerce advertisers as the research
object, based on E-commerce history data of S advertiser.
Regression analysis was used to verify the influence of the three factors on the click
through rate. The data showed that the three factors had a significant impact on the click
through rate. According to the conclusions of the study, the author put forward some
suggestions to improve the quality of advertising in the real time bidding mode, and enhanced
the mandatory and interactive performance of the online display advertising. It can greatly
improve the click-through rate of display ads, and the promotion of click rate can bring the
back end conversion of advertisers&39; expectation, which will eventually lead to the order
achievement rate and output ratio improvement. Internet advertising, which is different from
traditional suggest advertisers more native advertising investment, and more using real-time
bidding model of real-time optimization effect, reduce marketing costs, make enterprise in the
digital marketing advertisements more scientific and more efficient.
This paper is divided into seven parts, the first part is the introduction, which introduced
the background, research status, research significance and purpose, research methods and
technical route. The second part mainly introduces the relevant theories of real-time bidding
model and the literature review around the world, and the necessity of analyzing the influence
factors of click-through rates. The third part, the introduction of D company and the industry
development pattern, real-time bidding mode operation mechanism and current problem
analysis, and put forward the research model of influencing factors in real-time bidding mode.
In the fourth part, the users are surveyed, the factor analysis of the survey data and the
test of the analysis results. In the fifth part, we select the history of the advertiser of S e-ABSTRACT
VI
commerce, and use the method of regression analysis for the three influencing factors. The
sixth part, based on the research conclusions of the previous two chapters, puts forward the
optimization suggestion in real-time bidding mode, which aims to improve the Internet
advertising click rate and the improvement of the back-end conversion data. The seventh part
is the significance of the study conclusion, the innovation point of the study, and the research
limitation and future prospect.
Yu Wei (MBA)
Supervised by Chen Meimei
KEY WORDS Real Time Bidding, Internet display advertisement, Click rate, Advertising
Exchange, Influencing factors.目录
VII
目录
摘要 1
ABSTRACT........ IV
第 1 章 绪论..... 1
1.1 选题背景. 1
1.2 研究现状. 3
1.3 研究意义与目的.....
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