The top five marketing trends in 2018, you must know the third one!

In the past 2017, the mobile marketing market has undergone tremendous changes:

Short videos have gone from being praised to being criticized, and then finally being accepted by advertisers; BAT giants focus on social advertising, and information flow accounts for half of the traffic; the much-anticipated Apple bidding ads have been postponed indefinitely...

So how will the mobile marketing industry change in the future? For advertisers, where will the next dividend of the industry come from? For traffic practitioners, where will the next career opportunity be?

Tuzi has reviewed the development trends of the mobile marketing market, hoping to help advertisers find the straw that saves time in this turbulent mobile market.

Trend Overview:

1. “Short video ads ” gain new vitality

2. Baidu, Tencent, and Toutiao have become the three major information flow giants

1. Advertising content, from trend to norm

4. Social advertising has grown steadily, with Guangdiantong continuing to lead

5. Incentivized video ads make games more profitable

1. “Short video ads” gain new vitality

Short video ads refer to ads that are carried in a shorter duration (6 to 15 seconds). Driven by the trends of video mobility, information videoization and video socialization, short video marketing is becoming a new brand marketing trend.

Taking Douyin as an example, its average daily playback volume exceeds 1 billion, and its monthly active users exceed 60 million. With its novel advertising format, more vivid expression methods and interactive experience, it attracts young traffic and has become a new hot spot in short video marketing.

Among them, Airbnb, Chevrolet, Harbin Beer and others have released marketing short videos on Douyin, with video on-demand volumes exceeding 5 million and receiving more than 30,000 likes. After successfully testing the waters in brand marketing, in 2018, Douyin fully launched short video marketing in the form of official accounts + opening screen videos + information flow.

Giants such as Tencent, Alibaba , and Toutiao have also developed short videos one after another. It also released three "billion" plans to support the short video content system and promote the production of short video content.

Non-video communities such as WeChat , QQ, and Weibo, and traditional video platforms such as live streaming platforms Momo , iQiyi , and Youku have also started to layout short video content.

(Source: iResearch )

In terms of the size of the mobile video advertising market, in the third quarter of 2017, the size of China's mobile video advertising market reached RMB 8.657 billion, accounting for 64.4% of the overall video advertising market.

suggestion:

For advertisers, in 2018, they can try to place more advertisements on short videos and think about brand marketing models from a different perspective. After all, even a serious radio program like CCTV has started advertising, so what are you waiting for?

For traffic practitioners, it is recommended to pay more attention to current marketing trends, understand the characteristics of various promotion channels , as well as the forms of advertising by various brands and the principles behind screen swiping.

2. Baidu, Tencent and Toutiao become the three giants of information flow advertising

The following is the proportion of domestic mobile advertising in each channel :

As can be seen from the figure, Tencent social advertising, Baidu information flow, and Toutiao are mainstream information flow delivery channels, accounting for 73% of the delivery traffic.

At the same time, according to the second quarter report of 2017, Baidu's information flow has more than 100 million daily active users, surpassing the information flow benchmark Toutiao.

suggestion:

For advertisers, it is recommended to adopt a combined channel delivery strategy. We will first test the waters with three channels: Tencent social advertising, Baidu information flow, and Toutiao, and then consider other channels. After all, these three platforms have a large traffic base.

3. Advertising content becomes the norm from a trend

"Content-based" has become a new trend in advertising in 2018. Judging from various phenomena in 2017, the boundary between hard advertising and soft advertising is becoming increasingly blurred...

According to WAR C's research data, in 2015, 30% of marketers invested more than 10% of their budget in native advertising ; in 2016, 40% of marketers invested more than 10% of their budget in native advertising, an increase of 10 percentage points compared to 2015. 66% of marketers expect that native advertising investment will exceed 10% of their marketing budget in 2020.

" Making advertisements more like content " has become a tacit understanding among advertisers, media and users.

In JD.com’s latest “JD Food” video ad, there is no advertisement or brand name shown at all, only the simple words “JD Food, Bring Love Home” are mentioned at the end of the video.

With the demand driven by the user market, the audience has long been tired of the various pervasive traditional advertisements that flood the Internet. Users need interesting and flexible content-based advertisements.

Only by achieving a high degree of integration between advertising and user interests can the brand's message reach users more flexibly and cleverly, thereby achieving better advertising click-through rates , favorability, and conversion rates .

suggestion:

"Content" is an extremely demanding test of advertisers' ability to understand user psychology. It is recommended that advertisers study user psychology more and optimize advertising content from the perspective of user needs.

4. Social advertising grew steadily, with Guangdiantong continuing to lead

Globally, social network marketing as a whole is showing a rapid growth trend, and increasing advertising investment in mobile social media has become a common choice for advertisers.

Fast-moving consumer goods companies, which are big advertisers, are spending more and more money on digital media, with investment in social networking sites doubling between 2015 and 2016. Looking at the other end of the industry chain, Tencent’s Q3 2017 financial report showed that its social advertising revenue had reached 62% of its total advertising revenue.

suggestion:

Social networking has gradually become an integral part of users' lives. According to the iResearch Consulting report, users spend 219.75 minutes on social networking per day, and checking the Moments has become a norm.

For advertisers, it is recommended to increase the placement of social advertising to cater to user development trends.

For traffic practitioners, while understanding the characteristics of the channel, they must distinguish between advertising and bidding thinking, because for social advertising users are passive receivers, while bidding is an active search.

5. Incentive video ads make games more profitable

Rewarded video ads are a common form of advertising in the mobile gaming industry. Gamers can get corresponding rewards by watching ads.

Incentive video ads greatly reduce users' resistance to ads by giving them the right to watch ads. They can even achieve the positive effect of improving user experience through the specific integration of ads and games, creating a win-win effect for advertisers, players, and game developers.

According to third-party data, about 60% of players are willing to get virtual rewards by watching videos, and the CTR of rewarded video ads is higher than other forms of game delivery.

The 2017 Summer Mobile Game Distribution Survey Report by Mobile Game AdColony shows that 86% of publishers believe that rewarded video ads provide a very good user experience and integrate rewarded video ads into their games. Advertising revenue accounts for 55% of the total revenue of these publishers.

suggestion:

As a game advertiser , whether it is traffic monetization or advertising placement, it is recommended to try the incentive video advertising format in 2018. Taking advantage of users' desire for bargains, it gains users' attention at a lower cost.

In addition, the form of incentives is not only applicable to the gaming industry. All marketing routines are interconnected and can be used in other industries with appropriate changes in form.

After reading the above five marketing trend predictions, advertisers, do you need to reformulate your marketing strategy?

The author of this article @ SEM Alliance compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century