Umkhankaso wakamuva wemidiya yohlelo owenziwe ngokubambisana phakathi kwe-Spotify Advertising ne-RankMyApp ugqamise ukuhambisana okukhulayo nempumelelo yezikhangiso ezilalelwayo endaweni yemidiya yedijithali. Lo mkhankaso, imiphumela yawo eyethulwa ku-MMA Impact Brasil 2024 yokugcina, uphawula ukwethulwa kweyunithi yebhizinisi entsha ye-RankMyApp, i-RankMyAds, egxile kwezokuxhumana ezikhethekile.
Umcimbi weSpotify Sparks, owabanjwa ngoSepthemba 2023, wawuvele ugqamisa ukubaluleka kwemakethe yaseBrazil kumsindo wedijithali. Manje, umkhankaso wemidiya ohleliwe osetshenziswa yi-RankMyApp ngokubambisana ne-Spotify Advertising uqinisa ukubaluleka kwezikhangiso ezilalelwayo njengengxenye ebalulekile yamasu okuthengisa edijithali.
Imiphumela Ekuqwashiseni
Lo mkhankaso ufinyelele emidlalweni yomsindo engaphezu kwezigidi ezingu-1.3, okwakhulisa kakhulu ukuqashelwa komkhiqizo kuzo zonke izingxenye zezithameli ezihlukahlukene. Ngaphezu kwalokho, ukuchofoza okungaphezulu kuka-5,000 kwarekhodwa, okuholele ku-Click-Through Rate (CTR) engu-0.40%, okubonisa ukunemba nokuhambisana kokuqukethwe okunikezwa kubasebenzisi.
Ukuguqulwa kanye ne-ROI
U-Julio Frassei, Uzakwethu Weklayenti kwaSpotify Advertising, ugqamise ukuthi "amaphuzu abalulekile okuthola ifomethi ephumelelayo yemikhiqizo ukubonakala nokuguqulwa/imiphumela ye-ROI." Umkhankaso ukhiqize izinguqulo ezingaphezu kwezi-144,000 zomkhiqizo wokukhangisa, okuhlanganisa ukulanda, ukubhaliswa, nokuthenga, ngaphezu kokurekhoda imicimbi engaphezu kuka-16,000, izinyathelo ezibalulekile kufaneli yokuguqulwa. Lezi zinombolo zibonisa imbuyiselo ekusetshenzisweni kokukhangisa (i-ROAS) ka-28.75, okugqamisa ukusebenza kahle kokutshalwa kwezimali.
Ubumfihlo Bedatha kanye Nekusasa Lokumaketha Kwedijithali
U-Leandro Scalise, oyi-CEO ye-RankMyApp, ugcizelele ukubaluleka kobumfihlo bedatha nokuhambisana ne-LGPD (Brazilian General Data Protection Law). “Ngokuhlanganisa amafomethi ezikhangiso aqanjiwe kanye nokunamathela ngokuqinile eziqondisweni zobumfihlo, sikwazile ukufinyelela izinga elisha mayelana nokufinyelela umkhankaso, ukunemba, nokusebenza kahle,” kusho u-Scalise. Wanezela ukuthi ukunamathela emithethweni ye-LGPD emikhankasweni yezikhangiso ezilalelwayo kuyiqiniso elikhulayo e-Brazil, kuphakamisa amazinga ekhwalithi ekusebenzeni kwabezindaba kanye nezinhlelo zesikhathi esizayo zokumaketha kwedijithali.
Ukuze uthole ulwazi olwengeziwe mayelana nomkhankaso nedatha eyengeziwe, vakashela Indaba Ephelele Yezikhangiso Zomsindo .
