Directly hit test point 01. Native ads vs infoflow ads, silly can't tell?
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Native advertising and information flow advertising, as a high-frequency vocabulary often appear in recent years in the examination questions, however, many candidates on its concept is vaguely defined, always confused. This paper will be a simple combing of the concept of the two, and pointed out the differences and differences between the two, while talking about the information flow advertising model and development trends, convenient for everyone to recite directly later knowledge points used in the examination questions.
1. Native advertising.
For the definition of a native advertisement,There is a lot of talk at the moment.。In short, ads that are consistent with the page in style and design, and that conform to the user's behavior with the original page, are called native ads.
IAB (U.S. Interactive Advertising Agency) summarizes six types of native ads:The section is embedded.（in-feedunits），例如Facebook和Twitter；Paid search.(paid search units), such as Google and Bing;），For example, Gravity's.“what you missed”；Promotional bar.(promoted lists), e.g. Amazon;Implanted ads with native colors.(with native element units, with original units), such as Martini Media's "more learn";and other kinds.(can't be included), such as Flipboard and Tumblr (Chinese: Tombor, founded in 2007, is currently the world's largest light blog site).
HoweverIf you look at it in a narrow sense., native advertising should be a unique and original experience of the site. Formal integration into the media environment, content to provide user value, promote the relationship and resonance between products and users, is the native advertising must meet the conditions.
2. Streaming ads.
Infoflow advertising, also known as social media advertising, is the social media platform for different user group attributes to the user's preferences and characteristics of the intelligent promotion of the form of advertising, its most intuitive form of display is embedded in the social media stream of information.The reason why the social media information display form is called information flow, mainly the social media platform information display compared to the print media "unobstructed" of the spread of the show, its main according to a certain specification style of up and down, like a waterfall flow down, information flow display and sorting methods are currently mainly the following three, namely, chronological order, heat order and algorithmic order, information flow advertising is mixed with these like streaming water content mixed together.
The relationship between the two.
As can be seen from the definition of both,Infoflow advertising belongs to a kind of native advertisement, which is a kind of inclusion relationship.It is not a side-by-side relationship.
Information flow advertising to help marketers target consumers, and prefer some phenomenon-level head APP, information flow advertising market also shows a clear "Matthew effect", with byte beat, Baidu, Tencent-led head media accounted for more than 70% of the information flow advertising market share. In the future, in the information flow advertising has become the mainstream realization form of the mobile Internet era, there will be more media platforms into the extremely competitive market space. According to current practice, there are five main modes of operation of information flow advertising:
1. Relationship patterns based on social networks.
This model is primarily.Represented by WeChat Friends Circle ads., based on strong social relationships, to create a multi-dimensional, multi-level media matrix. Tencent has a diversified product ecology, the user population is relatively young, comprehensive coverage, accumulated a huge amount of social user data, can fully tap user behavior habits and preferences, and through AI big data technology for intelligent distribution, image editing, video editing, fan management and other functions to integrate, the effect evaluation has a wide range of data management platform, and developed cross-platform analysis tool Teng Index for advertisers and other data services, while WeChat payment can provide advertisers with one.user consumption data, in the user's spending power and consumption preferences can be more accurate and effective.
2. Interest patterns based on reading preferences.
This model is the main one.Focus on today's headlines., mainly through the user's reading interests and preferences, push the corresponding stream of information ads. Because today's headline information push is based on the user click on the information to draw the interest map and then push new information, so itself has a very accurate insight into the user's interests, according to the different marketing needs of advertisers in different industries, to help them multi-dimensional three-dimensionally find the target audience, and according to the user's different reading scenes for precision.Distribute. In recent years, today's headlines also vigorously enter the video content market, improve their own product ecology, information flow of video advertising forms are more and more.
3. Recommended mode based on user search.
This model is primarily.Baidu as the representative., using the "Search plus Recommended" dual-engine mode, coupled with artificial intelligence and big data algorithms as technical support. Baidu in recent years efforts to build a hundred content ecology, now claims to have more than 1.9 million, has been trying to search engine bidding ranking profit model to the information stream advertising profit model transformation, with the Ai Qiyi account, to encourage the production of video content creators, improve the distribution efficiency of high-quality content. In recent years, Baidu has also continued to make efforts AI, Baidu brain, knowledge map and other technologies to improve the matching of advertising and content and precision targeting capabilities.
4. Geographically based flow patterns.
This model is the main one.Represented by strangers.By combining with location information, pushing streaming ads to people nearby falls within the category of LBS (LocationBased Services, location-based services). Stranger's information flow advertising space is divided into nearby people, nearby dynamics and attention to the three major categories, its advertising categories have landing page information flow ads, application promotion information flow ads, store-to-store information flow ads, etc. , these are location-based push, can enhance the advertiser's offline flow effect, more suitable for small advertisers' commercial promotion.
5. Mixed patterns based on social and interests.
This pattern.Represented by Sina Weibo., is a "social plus interest" dual information flow model based on the fan economy. Weibo has comprehensive and detailed data on users' social behavior, including user status, topic participation, interaction and social networking, which can capture and mine users' social relationships and interests in real time, and push through streaming ads. And in recent years, Weibo vigorously into the video marketing market, content output gradually video, strategic layout of short video, live broadcast, VLOG and other content ecology, and deeply cultivate vertical content, to help advertisers create closed-loop consumer scenes, super fans through the blogger information flow, packet stream, popular stream and other user behavior path, through pictures, videos, activities landing page rich full-screen advertising form, build different life scenes and consumer scenes, to achieve the three-dimensional orientation of information flow advertising.
1. Intelligently empower advertising marketing to balance efficiency with experience.
With the rapid development of media intelligence, artificial intelligence technology will certainly provide great help to the development of information flow advertising, further optimize the advertising experience and efficiency, and provide a better balance point, mainly manifested in five aspects: First,Intelligent creative production., through intelligent technology to automatically generate information flow advertising ideas, accurately match the content of information;Smart data insights.Through intelligent technology, the user behavior information is integrated and analyzed to accurately analyze the immediate needs of the user;Intelligent media communication., through intelligent technology to mobile phones or wearable devices and public places to connect the scene, to achieve multi-screen linkage, to further capture the user fragmented time and attention;Intelligent effect monitoring., through intelligent technology to achieve real-time tracking and feedback of advertising performance, to obtain more accurate advertising touch analysis results;Smart targeted delivery.To achieve the targeting and precision of advertising content delivery, that is, the use of intelligent technology to aggregate user information in large quantities, and then establish more informative user tags, and ultimately put ads into the most matching information flow.
2. The content of advertising has changed from "product-centric" to "consumer-centric"
"Product-centric" is based on the concept of products, advertising content will focus more space on the promotion of product characteristics, "consumer-centric" is based on the concept of marketing, from the actual needs of users to seek the expansion of advertising content. From the point of view of advertising content, although the information flow advertising has greatly weakened the user's advertising perception, but in the way of advertising content display, most advertisers still stay in the traditional advertising thinking orientation, more to the product center perspective to present advertising content, relying on a larger information layout to grab the user's attention, lack of consumer center perspective of content expression. In the future, the audience's requirements for advertising content will be more native, information flow ads will be from the perspective of the needs of the target users to find or expand new advertising content, strict selection of creative materials, improve the creativeness of advertising, increase the sense of the target user's sense of entry.
3. Advertising censorship is more stringent and the industry faces a reshuffle.
From a policy point of view, the future development of information flow advertising will face more stringent market supervision. In the face of a large amount of information, consumers will often choose their most needed information, and under the algorithm-led media platform is easy for users to do "to do their best, send what they want", resulting in the vulgarization of advertising information content. At the same time, because of the information flow advertising "silent" characteristics, it will make it difficult for consumers to tell their authenticity, and thus make the illegal use of this vague form to publish false or illegal advertising. In addition, strict policy supervision or will be the information flow advertising market industry consolidation and shuffle, through the survival of the fittest competition, screening out a more scientific and healthy information flow advertising development model.
4. 5G brings a user experience to upgrade and accelerate the commercialization of streaming ads.
From a technical point of view, the popularization of 5G technology will promote the commercialization of information flow advertising. With the arrival of 5G, the network speed to achieve quality overflight, such as high-definition digitalization, VR, AR and other high demand for network speed services, its development bottleneck will be better resolved, so that it can be widely used by ordinary users. In addition, the 5G era will also promote the rapid development of the Internet of Things, the number of individuals with intelligent terminals will be greatly increased, in addition to natural persons in the home, company premises, etc. will also carry more intelligent terminals, rich information flow content, but also make the potential of information flow advertising market more broad. In addition, as the connection between users and the smart side is more convenient and fast, the smart devices commonly used by users will be connected, smartphones, PCs and IOT (Internet of Things) will be online in real time, the future of information flow advertising content may be presented in more intelligent platforms that can connect with users, its advertising form will become more and more intelligent.
Yu Guoming. Mosaic, Creative, Content: Three Keywords for Mobile Internet Ads - Take the Route of Operation of Native Ads as an Example. News and Writing, 2014 (03): 48-52.
Li Wei. Infoflow Advertising: DevelopmentAls, Basic Models, and Future Trends. News and Writing, 2019 (10): 54-58.
The bear. Features and Trends of Information Flow Advertising, 2020 (18): 86-87.
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