Tencent Social Advertising Luo Zheng: Build a new social advertising ecosystem with data and technology
On November 8, 2017 Tencent Global Partner Conference was opened in Chengdu. Thousands of industry elites gather to enjoy the annual science and technology feast. Luo Zheng, General Manager of Tencent Social Advertising, attended the "Creative Marketing" forum and delivered the opening speech of "Building a New Ecology of Social Advertising with Data and Technology".
"Tencent's social advertising has always been adhering to the concept of openness and win-win situation, and hopes to create a win-win business ecology by sharing its outstanding skills and capabilities, enabling advertisers, traffic owners and other partners to ultimately create a win-win business ecology," Luo said in a speech.
Restore the user with data
From the user data point of view, Tencent currently averages 16 billion high-quality traffic per day, accounting for 90% of the total social users share, relying on Tencent social system, Tencent social advertising covers 1 billion users 7x24 hours, built browsing, entertainment, social, reading and other rich and diverse mobile scenes, based on a unique social account system, breaking the data island, connecting the entire chain of data including Tencent, advertisers, vertical platforms.
Based on Tencent's multi-dimensional, cross-terminal data base and a diverse, sophisticated labeling system, Tencent's social advertising helps advertisers restore users with data - how they see the world, understand the world and the future, Luo said. Tencent social advertising can not only from the basic dimensions of life attributes, psychological state, interest behavior and other in-depth understanding of the audience, accurately capture the user's wishes and needs, to achieve accurate delivery, but also according to the advertising needs of the industry, understand the user and vertical industry-related characteristics and behavior, so as to target the user base.
Luo Zheng also said that crowd behavior occurred in many scenes, based on WeChat, QQ two national account system and other data sources, Tencent social advertising will integrate their own data, vertical platform data, advertisers first-party data and third-party partner data, through the source of data, connect ecological partners, to achieve open and win-win situation.
Marketing with technological change
Luo Zheng said that Tencent's social advertising and traffic owners, developers of cooperation is a joint ecological process. Through data and technical capabilities, Tencent's social advertising has expanded the boundaries of marketing ecology, with advantages in intelligent and automated marketing, and will continue to promote cooperation with ecological partners in the future.
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