The following is the White paper on abnormal Internet traffic in 2020 From GuoShuang recommended by recordtrend.com. And this article belongs to the classification: research report, network marketing.
In 2020, abnormal exposure of Internet advertising accounted for 29.4%, 2.8% lower than that in 2019. The percentage of abnormal clicks decreased significantly from 33.8% to 25.7%. Affected by the epidemic, brands are more cautious in advertising investment and pay more attention to the authenticity of traffic, which also improves the authenticity of the overall traffic to a certain extent.
In terms of media types, abnormal exposure decreases in vertical, portal, video and Netcom / DSP, among which video media fluctuates greatly; abnormal click on all media also decreases significantly.
From the perspective of segmented industries, in the consumer electronics, automobile, FMCG and Internet technology industries, the abnormal exposure data in 2020 decreased, among which automobile and FMCG decreased the most; the proportion of abnormal clicks in automobile, FMCG and consumer electronics industries decreased significantly, but Internet technology still kept rising.
In terms of different device types, the proportion of abnormal exposure on PC side is higher than that on mobile side, and the trend is relatively stable, showing a downward trend on the whole; in terms of abnormal click, the proportion of abnormal click on PC side and mobile side has decreased, with 30.4% on mobile side.
In terms of content marketing monitoring, the invalid traffic of social platform is 44.1% in 2020, and the number of invalid fans of social platform KOL is as high as 48.7% in 2020. In 2020, the proportion of Shuijun comments is significantly higher than that of Shuijun forwarding, as high as 37.3%, which has increased the proportion of annual content marketing network Shuijun traffic.
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