To ignite Spring Festival traffic, Tencent Advertising’s super guide for Spring Festival placement is a must-read!

The peak traffic volume of the year - the countdown to the Spring Festival holiday has begun! How to seize the traffic dividend, accurately reach the target audience, and effectively improve the conversion rate? Tencent Advertising’s “Spring Festival Advertising Guidelines” help advertisers seize the “explosive start to the year”!

1. Understand traffic trends and seize traffic dividends

During the Spring Festival, users are more enthusiastic about social sharing, information acquisition, and leisure and entertainment. Traffic inventory is expected to continue to rise from January 22. According to data from previous years, traffic inventory during the Spring Festival will be higher than weekend inventory levels, and January 25 will see a traffic peak, which is estimated to be a 15% increase over the working days before the holiday.

Delivery suggestions:

• From January 17 to 23, it is recommended to double the daily online volume (avoid the same material and the same targeted ads), accumulate conversion data in advance to complete the cold start of new ads, and ensure that there are sufficient ads to be stably delivered during the festival;

• Ensure sufficient budget during the Spring Festival, and pay special attention to the budget limit of each account/plan on January 25 (it is recommended to set > 2 times the daily limit) to avoid budget collisions that affect exposure levels;

2. The competitive environment is relaxed and the cost of acquiring customers is reduced

Compared with non-holidays, the overall market ecpm is flat during the Spring Festival and the competitive environment is relatively relaxed, which is conducive to advertisers competing for high-quality populations and improving advertising conversion efficiency. At the same time, the exposure inventory of horizontal large pictures, horizontal videos, vertical videos and other placements has increased significantly, and the ecpm is lower than the non-holiday level, which is more conducive to low-cost customer acquisition.

Delivery suggestions:

• The traffic inventory of horizontal large pictures is relatively abundant, so it is recommended to use it as the main volume-generating position;

• The overall conversion rate of horizontal and vertical videos is better than that of pictures and texts. You can use the small vision video production tool to intelligently generate and edit videos and quickly produce high-quality videos;

• For major investment resources, increase the number of online advertisements and pay more attention to cost changes during peak traffic periods;

3. User activity delay, don’t miss the night peak

Compared with non-holidays, users will extend their nighttime activity time on platforms such as mobile QQ and mobile browsers during the Spring Festival. User activity from 22:00 to 24:00 is higher than usual, with traffic about 30% higher than on weekdays, and traffic from 0:00 to 1:00 in the morning is about 10% higher than on weekdays.

Delivery suggestions:

• Extend the delivery time based on the original peak time period;

• If the budget is sufficient, choose to run the campaign all day during the Spring Festival;

4. The number of people returning home during the Spring Festival is significant, and the population label is "sinking"

Affected by the Spring Festival when people return home, the urban level of the population has changed significantly, with the main feature being migration from first- and second-tier cities to third-, fourth- and fifth-tier cities. At the same time, humorous jokes, movies, transportation, entertainment, games and other content are also more popular among users.

Delivery suggestions:

• Based on business needs, appropriately relax the city targeting of the crowd, and pay attention to the correct use of the "Live here" and "Recently here" labels;

• Creative materials are combined with hot topics that users are interested in during the Spring Festival;

During the 2020 Spring Festival, the traffic of QQ, Tencent Information Flow, and Tencent Music showed a clear upward trend, and the overall competitive environment was relaxed, helping advertisers to acquire more customers at a lower cost!

There are more industry-specific guidelines for games, online services, e-commerce, finance, education, tourism, etc. Let’s take a look at the details below (reply to the official account backend for Spring Festival to get the complete PDF download)

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Author: Tencent Advertising Service Account

Source: Tencent Advertising Service Account