Three years ago, on November 3rd, the first information flow advertisement was sent out on QQ and QQ space. At that time, Tencent's advertising platform was called "Guang dot pass", and now it has developed into "Tencent social advertising" in which the change is impressive. We are indeed in a fast-growing and exciting age, when the so-called "precision" in social scenes will be redefined.

The following is a keynote speech by Mr. Zhang Minyi, Deputy General Manager of Tencent Social Advertising, at the 2016 Golden List Awards and Content Marketing Festival, which redefined "precision" in the social scene:

Deep into the network data, connecting more than 90% of Chinese netizens

Why do I say "precision" seems out of character with the content? Eighty months ago, WeChat launched a circle of friends ad on February 2, 2012. Many friends, industry colleagues will ask me a question, "Once do a wide point, you do accurate advertising; "Recently there have been a lot of industry tide to publish views and articles, causing industry discussion, more voices began to ask "precision" is not mainstream?" There is even a voice discussing whether to give up "precision"?

Share a data, almost all users of the Internet time 40% are contributed to QQ and WeChat, which WeChat time, QQ in the young people high viscosity, high activity. To be honest, the core capabilities of Tencent and Tencent's social advertising are indeed data. The term "big data" is a "disabled word" in my team because of how you define big and how you define it. This "big" is the natural formation of data, and "quasi" is still in the data found traffic and population. But from the point of view of traffic and crowd, it is very pointless to say "big".

"Data" is what we've been emphasizing as the reason we can be "accurate" because we have data not only from Tencent's platform, but also from Tencent Holdings or investment ecosystem partners in these vertical areas. At the same time, we have a full, very perfect and first-party data docking platform, as well as third-party monitoring, detection data, can be connected together. The width of data coverage Tencent can be said to be absolutely leading.

Tencent's WeChat and QQ provide more than 600 million monthly active people, and we cover 90% of the population. But now everyone every day to see the circle of friends ads, each person basically only see one every day, no one has the ability to do the whole network carpet bombing ads, which is basically impossible, but we still need "saturation attack", provided that "precision."

Insights, scenes, and ideas don't stop at discovering users

In Tencent's social advertising platform we should pay attention to two points, our social scene and our social insights determine that our creativity is different, in the Golden List Award environment I would like to strong guidance, strong advocacy for everyone to pay attention to social advertising platform, especially Tencent, WeChat and QQ platform content in the precision content of the creative and accurate social creativity.

Let's start with the first two points, the first of which is insight, which is a prerequisite for the battlefield environment, regardless of the platform on which you advertise. But people have always paid too much attention to the user's accurate portrait, the user's life cycle and sub-sectors are often overlooked.

However, we always make one point, why don't you look at the user life cycle? Tencent platform watcher's financial pillar - the game industry is based on the maximum user life cycle management achievements, with Tencent's own social platform to do. We finally learned that many customers know the value of the user lifecycle with their own CYOs and marketing experts, and they have a book, but basically run the data on their own CRM system. If partners see Tencent as a media, then only a very small number of media can provide customers with the length of life cycle, or even a long time retrospective behavior change tracking, which has about the user ID, about the user's social behavior, about the user's human-computer interaction, more comprehensive data, as well as transactions, only Tencent has such capabilities.

So what we're emphasizing here is that we want you to have accurate insights before you make a precise idea. Imagine the famous 3C brand, which is plagued by huge marketing problems, and the problem they face is that they are plundered by domestic brands to seize privileges and territory, and the user cycle has come to an abrupt end. At this time, the brand is to find the past five years of successful market experience accurately put to the people who have purchased this 3C brand products? Or do you want to prepare accurate material for the right people for the right people in the face of the brand's user lifecycle management crisis? It's a dynamic, real-time insight that solves business goals, and a prerequisite for "precision."

Second is the industry-wide insight, in fact, we can see the entire industry's platform data and industry-wide behavior, coverage is very comprehensive. This is part of our entire business battlefield environment.

These two points are indispensable in terms of insight, otherwise you must be creative without differences and relevance.

Tencent now has mobile native advertising spaces, including QQ browser ads, WeChat public number ads, as well as native social scenes - friends circle and QQ feed ads, as well as native social scene ads. You can look at QQ weather can see for PM2.5 and cooling degree of special functional scene ads. These are all visible on a daily basis. That's the second scene we're going to talk about.

Non-disturbing, valuable relevance, layer by layer of natural transformation, this is Tencent's requirements for native advertising, these requirements for advertising is a double-edged sword, is a limitation, for the creativity is very high. No interference is the bottom line, value correlation is necessary, but these two points will have more limitations, but to do so can better trigger the third point, layer by layer of natural transformation.

To give a real example, a QQ space in the flow of information ads, above is the content sent by the father, below is what Honey said, in the middle is a combination of the user's birthday push 21Cake's birthday marketing ads. This is an ad that talks to the user, calls out the user's name, and is very conversational for the specific scene in which the user is located.

It embodies the dialogue, is the content creator should pay attention to the part. A really good advertisement is a sweet greeting and a concept that advertisers convey on Tencent's platform. Users may not pay for it today, but she knows it's a sweet advertiser talking to her.

We all know that WeChat ads online, the slogan is "advertising is a part of life", we can not avoid advertising, you brush the circle of friends is to brush out advertising, but we hope that we can understand on Tencent's platform that we are doing advertising with our heart. In terms of brand improvement and business transformation results, advertisers can bring good business returns. Saturation attacks on this basis, I believe, are much better than forcing 600 million users to see the same face on the same day.

Creative, understanding-based artistic creation

Creativity is a very important part of advertising. Tencent's social advertising team is an engineer-backed advertising team, we have just started to build creative ability, they are not very creative, but we invited more than a decade of digital creativity 4A company creative director to join the team. He works every day to see all our important cases, and the criteria for selecting these over-the-course cases are the best and worst.

You've seen a lot of social ads, friend circle ads have long, long comments, advertisers would love to see such comments. There are also abusive ads, if you are this advertiser, you will feel collapsed, your friends are turning, your ads have been scolded 50 comments, in fact, there are 5 million people in China to hate your ads, this is a very scary thing. But no other platform has such capabilities, and we've been looking at extreme cases and coming up with some rough experiences.

First, there must be a need for links, because you are in a circle of friends, in a social scene, native advertising must be able to target a certain user's needs. The probability of success of simple brand implants on Tencent's platform is very low, because Tencent's platform advertising is not a mandatory reading and mandatory attention scenario. So pure visual attraction is also an element of success, content is actually very useful, but point in to rely on visual attraction.

The second thing is the preference demand, which is the highest level of preference at the moment after the basic user portrait. This directional system and precision system can be supported, but can pose a huge challenge to creativity and content. Really do advertising materials, it is impossible to do a thousand people. But for everyone, it is important to understand that now with the development of programs we can do content creation or can form dynamic creative ways.

How to disassemble a dynamic idea, it is impossible to fine to a pixel, but can be dismantled three or four layers, five or six layers of the main components, how to disassemble, how to direct, how logic is closely related to the content.

The third thing is the ability to impress the user's mind, and the most successful ads tend to have this element. The user is moved by a pure material and visual attraction, but the whole process is not a mandatory process, when the user has click behavior, you first win a user almost full screen active selection period, this time period is worthy of everyone to cherish. The last successful case of this phase is one that resonates with people.

This is not a new feeling, the user choose you to give him this transition will be very big, he will be willing to accept your message, but do not take a patch 30 seconds video to the user to see, because 30 seconds can not guarantee that the user does not go to the bathroom, or skip your video. Here we see a lot of good cases, from 600 million users to catch 5 million very vertical areas of the precise crowd, click-through rate is very high, user correlation is very strong, but the subsequent material and service depth of the interaction is very poor, missed opportunities.

If we can grasp this node, we can bring a great value on Tencent's social platform. Users will be willing to interact with your brand, with content information very deeply, not just a glance, will click on you, will add a public number, will interact with the content of the information, and even on the public account to interact with the brand, we now have more and more such interactive categories of innovation.

There's a case of one heart and one heart, telling a good story

I would like to give a case, I will shed tears every time I look at the case. The case is an ad for Unilever's Food Solutions, a brand for professional chefs who target 3 to 5 million professional chefs, high-end and influential chefs in China. This precision is very difficult to do, almost impossible, but we almost did it, and use a lot of data methods, but today to communicate is to draw attention to his creativity and his timing. There are two points in this, the choice of timing is a prerequisite.

The case began in August and September last year, when we interviewed a number of UFS's target customers, chefs. A chef the most uncomfortable day of the year, the softest day of the heart is the Spring Festival, they cook Chinese New Year's Eve meals for everyone, but the probability of going home to eat Chinese New Year's Eve meals is not high, this is not difficult to obtain user portraits, we are very patient to wait for the Spring Festival, during the period and our creative team, partners, service providers, middlemen together, even in addition to the text AB test, finally made such an advertisement.

"Every reunion treat has a group of people who are insisting and giving..." the text, along with video footage. Now I can't watch it less than twenty times, but dare not read it, see a tear at a time, really very touching. This is a very vertical field, a service case on the B side.

Seize the best opportunity to create good interaction with the most appropriate and emotionally aggressive material, and you'll end up with what everyone knows - to win business value. Since then, this public account system, and even the entire professional chef's public account system has been activated, using only one advertisement.

Until Unilever's top global management came to Tencent in June, the ad was the most important and successful, and it continued to be shared. Because that's what we're seeing today, the case for creative precision, insight, scene accuracy, and even time accuracy in the most full social scenes possible.

Empowering business, always in people

In the Gold List Awards such a content marketing as the core of the big stage, I would like to stress to you that the entire Tencent social advertising platform as a young advertising service team, or a very leading social platform, its positioning is "empowering business, always people." Our advertising products, our entire team, our advertising services are to serve Tencent users, this is the whole Tencent a very insistent mentality.

Secondly, in the process of service, we emphasize capacity-building and empowerment, I believe that we can always become the best partner of the Gold List Awards, we hope to be able to give more advertisers a more suitable platform and canvas, in the creative white, white on the content, so that professionals long-sleeved dance, full play, more gold list awards, achievements of higher business value and user value.