Today's headlines have come up with a new advertising method, come and watch~

At present, embedding information flow ads may be a must for all APPs to realize advertising monetization. But at the same time, many media are also wondering: How to make the information flow ads in their own apps more attractive and effective?

This article will introduce the innovative "1+4" combination boutique column advertising style launched by Toutiao, and combine it with Meishu's actual advertising experience to provide the media with some new ways and new ideas for information flow advertising, so as to help the media obtain greater information flow advertising monetization benefits!

New ways to play information flow advertising (taking Toutiao as an example)

Recently, Toutiao, which is at the forefront of information flow advertising innovation, has combined platform characteristics and brand needs, focused on the marketing focus of integrating product and effect, and innovatively launched the "1+4 Toutiao Premium Column" information flow advertising product - that is, the advertisement consists of two parts, upper and lower. The upper rectangular area can be embedded with large-size pictures or videos, providing the brand with a large display space, capturing the user's attention at the first time, conveying the brand's core value and information, and enhancing the exposure effect; the lower part is a small picture combination material area, and supports multi-path jumps (can jump to up to 5 different landing pages), so that while cooperating with the brand display, it can also promote multiple products/activities at the same time, or display multiple details and selling points of the same product/activity, etc., ultimately stimulating more users to buy and obtain greater marketing benefits, while maximizing the utilization rate of information flow advertising.

Inspiration:

Common information flow ads mostly use pictures, text or videos to display a single product/activity, etc., and can only achieve a single path to a landing page. Toutiao’s “1+4 Headline Premium Column” information flow advertising has given the media a new idea for advertising monetization and provided a reference monetization example. The advantages of this advertising style are:

1) One advertising space can not only be used to shape the brand’s main image (or promote a theme event), but also to showcase the brand’s star products (or main products of the event), and achieve multi-path direct access. This will enable the comprehensive transformation of brand value proposition and marketing needs, making the brand budget “worth the money”.

2) Group image display can adapt to more audiences, making up for the shortcomings of single-image single-scene advertising that is weak in persuasiveness and cannot attract all potential users.

3) In addition to being used for multiple product displays, this advertising style can also be used for 360-degree stereoscopic displays of single products/single activities or for new product launch promotions, so that users can fully understand the multiple advantages, selling points, and details of the products/activities, thereby increasing users' willingness to buy.

4) Since this advertising style can achieve multi-path jumps, by monitoring the audience's clicks on ads, we can clearly understand which product/activity the audience is most interested in, which features and details of the product/activity, etc., so as to conduct subsequent precise retargeting marketing and advertising optimization.

Cucumber King recommends:

Various types of apps suitable for embedding information flow ads, such as news and information (Toutiao), reading (Kuaikan Comics, iReader), social (WeChat, Momo), browser (UC Browser), video (iQiyi), audio (Qingting FM), knowledge community (Douban, Zhihu), maternal and child care (Mayu), tools (Moji Weather), etc., can all choose to insert this type of information flow ad style. In addition, if the media want to further enrich the style of information flow ads, the information flow flip ads launched by NetEase News and the photo gallery ads launched by Tencent News mentioned in the previous article (click to learn more) can also be used as innovative ways for the media to embed information flow ads.

Some optimization ideas for information flow advertising

The "golden age" of information flow advertising has arrived. But for the media, if they want information flow advertising to attract more user attention and advertisers' budgets, and ultimately bring greater advertising monetization revenue, it is crucial to innovate the advertising display style. In addition, combined with Meishu’s monetization experience, we will also provide you with some other information flow advertising optimization ideas:

1) Make advertising more native

Good information flow advertising needs to be combined with the main tone of the media, interface style, content scenarios, etc., and the advertising should be implanted in a form that consumers are accustomed to, like, and non-interruptive. For example, the information flow advertisements on many platforms such as WeChat Moments, Douyin, and Zhihu, their advertising styles and advertising copy styles are similar to the regular content of the platform itself, so they are easier for consumers to accept.

2) Make sure the ad appears just right

Making the advertising format more native (for example, more like a piece of news, a dynamic, a video, etc.) can reduce user interference to a certain extent. In addition, making the advertisement appear "just right", that is, the advertisement content displayed has a certain relevance to the user's interests, the user's current scene, etc. For example, according to the user's current time scene, geographical scene, weather scene, life scene (work, exercise, eating), etc., outputting advertising information that is highly integrated with the scene will make the advertisement more humane and warmer, and the conversion effect will be significantly improved.

As for how to combine advertising with scenes to achieve the "just right" effect, it requires the support of big data and automated marketing technology. For example, taking the practical operation of Meishu's precise delivery as an example, it completely records the user's online and offline behavior trajectories, and combines exclusive dynamic weighting algorithms, big data mining technologies, etc. to gain high-precision insights into the user's real interests; then, it uses artificial intelligence engine recommendation technology, multiple precise targeting technologies, dynamic creative optimization technologies, etc., and fully considers the user's current online and offline behaviors and scenarios to intelligently recommend the most relevant advertising content to users, so as to deliver the right ads to the right people at the right time and place, and achieve efficient connection between consumers and brands.

3) Strengthen the review of information flow ads

Based on the particularity of APP's positioning, information flow advertisements that are seriously contrary to its tone should generally be strictly restricted. For example, in learning and education apps, try to avoid information flow advertisements such as games, beauty and medical care, and weight loss.

In order to prevent "inappropriate" advertisements from appearing in APPs, the media needs to have a complete advertising review and filtering mechanism. For example, the ad review and restriction components that come with AdMate. It can review the advertiser's name, industry category, creative idea, business license, organization code certificate, and channel in real time before the advertisement is released, so as to help the media select high-quality information flow advertisements that meet their own tone, filter out advertisers and their marketing content that are contrary to the media's tone, and protect the media's image and user experience in all aspects.

Nowadays, both traffic owners and brand owners, while enjoying the dividends of information flow advertising, have to face the challenge of the gradual decline of information flow dividends. Before the traffic dividend reaches its peak, creating more information flow advertising methods and relying on data and technology to create information flow advertising with better user experience will likely bring new vitality to mobile marketing and achieve a significant increase in media monetization revenue!

Related reading:

1. How to set up advertising accounts for Toutiao, Guangdiantong, etc.!

2. With today’s headlines advertising, how to plan creative advertising for the wedding industry?

3. The process of setting up a Toutiao information flow advertising account!

4. Get the operation guide of Toutiao game advertising quickly!

5. Comprehensive inventory of Toutiao products and practical sharing of strategy optimization!

6. Creative material styles for Toutiao’s high-conversion information flow ads!

Author: Meishu Technology

Source: Meishu Technology