Streaming ads grew 62.4% year-on-year, which streaming platform is the most noteworthy?

It has been 14 years since streaming ads first appeared on Facebook in 2006. Over the past fourteer years,Flow.experiencedFrom the golden age of the Internet to the mobile Internet, and information flow advertising has always been in line with the trend of change and self-evolution.

Infoflow advertising has become a marketing mainstream position:

Platform parties and advertisers seek change

If the biggest change in the past is the shift from the Internet to the mobile Internet, the biggest change in the current streaming market may come not from the advertising model, but from media platforms and advertisers.

Information flow content platform brand service market chain development has been more mature, the market pattern initially appeared.Head media, led by Byte Beat, Tencent, Baidu and Ali, occupy the main share of the market, and constantly integrate resources, strengthen ecological delivery advantages to maintain the market occupation, making the trend of matrixing information flow platform prominent.

Photo source:

Analysys "China Information Flow Platform Brand Service Value Analysis 2020"

Take Tencent as an example, Tencent to build a cross-end content matrix, the first half of 2020 average DAU reached 240 million, occupying the industry's first, for advertising and crowd reach to lay a solid foundation, but also to seize more and more market share.

The change of advertisers is the demand for delivery is becoming more and more refined, and the demand for advertising effectiveness is becoming more and more strict.In fact, this change with the platform side is not separate from each other, but the platform side in response to the advertiser's demands and self-evolution.

More and more enterprises began to pay attention to incremental users and incremental traffic, and information flow advertising because of its native, effective, easy to operate and so on, but also more and more attention by advertisers. According to the white paper, China's information flow advertising market reached 173.8 billion yuan in 2019, up 62.4% year-on-year, a staggering increase is proof of this.

Photo source:

Analysys "China Information Flow Platform Brand Service Value Analysis 2020"

On the one hand, advertisers are increasingly pursuing quantifiable marketing results and higher input-output ratios, while on the other hand, the disappearance of The Internet traffic dividend, coupled with the decentralization of the media, allows traffic to be dispersed like a trickle. Media platforms are gradually realizing that only through the integration of scene traffic, bringing together more TA users, and with different scenes of creative advertising forms, in order to ensure the effective access of advertising information. With the above capabilities for advertisers to have more marketing value, so the platform side has to "integration" as the key word, towards matrix.

And the integrated information flow platform can greatly improve the marketing effect with the help of the dynamics in traffic and products, and the advantages of matrix are obvious.

The advantages of streaming ads

Advertisers and media platforms have seen the vitality of information flow advertising:

Low interference.Infoflow ads appear in the circle of friends in the dynamic form of friends, reducing the existence of advertising, so that users are more acceptable to advertising information. Early network advertising in the form of e-windows, suspension windows, full-screen advertising, to a large extent affected the user experience, and information flow advertising can make advertising information into the platform's other content.

Precision marketing.Streaming ads are not pushed to all users, but are pushed by big data to calculate the most effective and appropriate users for precision marketing purposes. Everyone leaves a mark on the Internet, exposing the user's background and personal information. Pushing is not 100% accurate, but it is much more accurate than traditional marketing methods. For example, you can target delivery through tags such as age, gender, geography, interests, mobile phone systems, mobile phone networking environment, etc.

Secondary transmission.Streaming ads can generate secondary communication through social platforms, reflecting their added value. For example, a user after a friend circle ads to comment, like or leave a message, by friends to see will deepen their impression of the ads, dispel doubts about the authenticity of the ads. These added value will undoubtedly make users more responsive and more likely to accept advertising messages. The reason why WeChat's circle of friends can expand rapidly depends to a large extent on the spread of the social relationship chain, which makes it easier to form hierarchical communication, which has been upgraded from the previous focus communication to the combination of focus and interpersonal communication.

Commercialization tends to respond

When infoflow ads were new as a new product, their reach rate was very high, with data showing that in 2015 BMW's Yue series of infoflow ads had nearly 46 million total exposures and more than 7 million user likes and comments in the 16 hours they were released; These data clearly show that the flow of information ads in the initial effect is significant, but after the user becomes tired, the tiredness of information flow ads began to appear gradually. According to the survey, 73.1% of users said they could not accept the circle of friends ads, and only 7.4% said they could accept it. "The ambush war" has gradually become ineffective, reducing the user's "vigilance psychology" has become a key part of the information flow advertising research.

WeChat belongs to social software, users use WeChat in order to carry out social activities, communication emotions, access to information, belongs to the category of personal social, is a more closed information platform, and information flow advertising is a marketing means, a business behavior, with obvious utilitarian, this behavior may affect the user experience, and even trigger the user's rejection psychology. At present, weakening commercial behavior is the primary problem that WeChat information flow advertising needs to solve.

Weakening commercial behavior and enhancing advertising effectiveness are a pair of contradictions. WeChat streaming advertising effect mainly depends on the click-through rate and conversion rate of two factors, in the later optimization measures are mostly aimed at click-through rate. Conversion rates depend more on the information inside your ad, and click-through rates depend more on the information outside your ad. How to improve the external information of advertising to achieve the desired advertising effect, but also to weaken the advertising business information, so that users without resistance, "unconsciously" to accept information has become the key to WeChat stream advertising. Previously, traditional advertising valued "advertising space", but now the flow of information ads pay attention to advertising "users", this major change means that advertising information should start from the user's psychology and experience.

Pay attention to the "soft" title.Information flow advertising needs to mix with product functions, writing will avoid the form of hard and wide, so that the audience in the use of Internet product features at the same time, naturally browse advertising, to maximize the solution of people like to ignore the habit of advertising, so that information flow advertising becomes a part of life. When writing the title of the information flow, try to "disguise" like a circle of friends dynamic. Good information flow ads should be like a friend's life experience, news tips, news reports and other forms. For example, decoration company information flow advertising using "neighbors the same decoration than I cheaper than 50,000" "renovation after no longer need to buy green luo" two titles, these two titles are to the buyer thinking in the speech, but different concerns, the first paper title focus on the price, No. Two paper titles focus on the environmental protection of home-mounted materials, although the focus is different, but are using the buyer's thinking in the evaluation of one thing, this title than "full house discount 50,000" "home packaging material zero pollution" this "hard" title is more acceptable. The focus of writing the "soft" title is "buyer thinking" and "buyer evaluation", that is, "be a friend-like segment hand", "like a friend" is to let the user feel the same, feel that this sentence is closely related to me, "segment hand" is to attract the user's attention.

Create new ways of creativity.WeChat information flow advertising in the early stages of high arrival rate, one of the main factors is affected by the user's "taste fresh" curiosity. Using the user's curiosity to ignore the commercial nature of advertising, we can use existing technology to develop new forms of advertising. The diversity of advertising methods can reduce the user's resistance and evoke the user's curiosity. Also innovative is the internationally renowned cosmetics brand Dior, in September 2017, an information flow ad appeared in many users' circle of friends, unlike in the past, the bottom of the advertisement appeared "cool sensivism" and "romanticism" two choice buttons, users can according to their own preferences to enter the landing page of different ideas, this new form of advertising is called selective card advertising.

Enhance interactive entertainment.In traditional advertising, entertainment and interactive advertising is more acceptable to the audience, in the new media advertising in this way is equally effective. As H5 technology matures, creative games can be embedded in ads through page extensions or external link jumps. Interactions that interest users in communication can also have a hierarchical effect.

Promote brand "personalization".WeChat streaming ads have interactive comments, the essence of which is to enable advertisers and users to have a fair dialogue, advertisers and users "I say you listen" one-way mode into a "chat together" interactive mode. Users post comments under Friends Circle ads, and the comments and interactions are visible to advertisers and friends, and advertisers and friends can reply, while advertisers respond to user comments targetedly, users and friends are visible. This approach helps advertisers personalize their operations. Modern marketing master Philip Kotler also pointed out that "a successful personalized brand is its best public relations", the purpose of brand personality is to let users as friends, brand advertising information as a new development of friends, so that the brand has human temperature, human emotions. The typical representative of personality marketing is NetEase cloud music, the user music reviews concentrated on the Hangzhou subway release, will be "emotional, there is temperature" brand impression to convey to the user.

Use matching technology to deliver accurately.The main reason for the weakening of friend circle advertising is to affect the user experience, and the important way to achieve a balance between commercialization and user experience is to achieve true precision delivery. True precision delivery in addition to considering the existing different labels, but also need to put in demand services, "demand" definition also need to use advanced data matching technology. For example, when a user in a circle of friends out of travel photos, the following can appear a travel website or tourist attractions ads; Not only does this kind of streaming ads not cause disgust, but instead insert them into conversations on topics of interest to users as social media users. Ads in a way that does not show the mountain without dew to communicate to users, thereby improving the accuracy of the delivery, so that users feel that the content of the ads and their own related, is their own needs of advertising information, not only weaken the commercial behavior of advertising, but also enhance its dissemination effect.

How to grow through streaming ads:

Select the platform multi-end through the ring layer, enhance the transformation

So, back to the core question: How on earth should we use streaming ads?

In fact, the change of advertisers and information flow platform, all with the mobile Internet era media de-centrization, traffic from the popularization become more and more layered, users have become difficult to reach.Therefore, the optimization of information flow advertising should also be considered from the aspects of user reach and promotion transformation, choosing a matrix platform that can accurately help brands find the target population and enhance conversion will be the key to win.

Understanding the advantages and differences of information flow platforms that follow the matrix trend, such as byte beat, Tencent, Baidu and Ali, will undoubtedly help us to achieve our corresponding goals better according to actual needs.

Bytes beat

All along,The advantages of byte beating are the rich product matrix and the number of user coverages, as well as the precise population orientation through algorithms.

Byte beat product matrix covers a variety of information forms, such as text, long text, video, live broadcast, covering different content areas, can fully meet the user's information needs and interest preferences, strong user stickiness, and most products in their own areas of user penetration is also quite high, for advertisers have a strong user growth capacity.

The content recommended by the algorithm seizes the user more Internet usage time, but also can open the user data to accurately identify the target population, thereby improving the effectiveness of information flow advertising.

Tencent looks at it

Tencent's performance in the information flow advertising market in recent years, quite a later trend. The main advantage lies in the social ecological empowerment, which can bring incremental users to advertisers and improve the efficiency of advertising conversion.

First of all, in terms of user touch, the "social plus information" full scene for Tencent to bring significant advantages.Tencent to QQ point of view, QQ browser, look at the point of view and look at the three ends of the EXPRESS APP as the core, under the power of the social system can cover the entire age group of core users, for advertisers to accurately broaden the incremental population.

The second is to improve the transformation, starting from the dimension of product innovation, QQ browser look point launched "FollowU Plus", through the 5 seconds flash screen immersion experience of the first page floating layer banner plus 5 seconds home floating layer icon, with ultra-long exposure to further highlight the brand information, to achieve efficient draining; QQ point of view with the "super mask" innovation to achieve a dual conversion path: the user clicks on the mask layer can jump straight to the brand landing page, the user can read the mask layer or skip the mask layer, can also enter the information flow home page to see the ads, click can still jump to the landing page.

In addition to product innovation, in the social ecology of the empowerment, Tencent point of view in enhancing the effective exposure of the brand at the same time upgrade the advertising of the back link capacity, through WeChat small program direct chain e-commerce page, the official website one-click conversion, to achieve efficient closed loop.

Baidu.

At present, Baidu's information flow platform mainly to Baidu APP, good-looking video, Baidu paste bar, the main small video, of which Baidu APP MAU close to 400 million level, occupy the absolute share of the traffic pool, but also the "search and push" mode of the main advertising inventory platform.

Ali.

Alibaba's information flow integrated platform Ali Huichuan, including UC browser, UC headlines, Shenma search, Youku, Ali Entertainment and other content platforms, Alibaba Group's strong technology and data (Ali user behavior big data) support, but also has a full-process information flow advertising capacity.

Ali Huichuan backs Ali e-commerce ecology, but in the past its media matrix is not included in the "Tao system" e-commerce system, but mainly rely on Ali all-media access to the data capacity, for users targeted empowerment. Until the end of 2019, Ali Huichuan launched a combination of UC information flow and Taobao's "Ida", the realization of UC information flow advertising direct ticket, plus shopping cart function, no need to jump Taobao, complete the direct embedding of e-commerce platform capabilities. For advertisers with the main sales growth, Ali Huichuan's product model of building information flow and e-commerce can effectively reduce jump loss and enhance conversion, which is a good choice.

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Streaming ads grew 62.4% year-on-year, which streaming platform is the most noteworthy?

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