Tips for placing advertising on Tencent’s information flow!

As more and more industries move from the era of growth to the era of stock, it becomes increasingly difficult for brands to acquire customers, and the cost of acquiring customers continues to rise. Information flow advertising, which combines characteristics such as nativeness and precise reach, has demonstrated significant growth potential in the field of online marketing by virtue of its balance between commercial effects and user experience, and has gained the favor of more and more advertisers.

According to iResearch's "China Information Flow Potential Market Outlook Report", the scale of the information flow advertising market reached 109.04 billion yuan in 2018, accounting for 22.5% of the market share in China's advertising segment. It is expected that this figure will reach 35.8% in 2021.

Information flow advertising market size and forecast from 2015 to 2021

However, in the actual delivery process, independently purchased information flow ads are often unable to meet the diverse marketing needs of brand owners, and repeated reach, budget waste and other phenomena are inevitable. The brand's new UV is difficult to meet expectations: a large budget is used to invest in a single resource, and the same user group is repeatedly reached; a long delivery span will also cause repeated reach of user groups; multiple media are delivered at the same time, covering overlapping populations, etc.

Advertisers are in urgent need of more interconnected marketing solutions to fundamentally solve the problem of repeated exposure of information flow ads and improve marketing effectiveness and efficiency.

Tencent Information Stream Joint Frequency Control

Efficiently cover brand target groups

1. Limit the upper limit of frequency control to cover a wider range of users

Tencent Information Flow Alliance addresses the issue of duplicate user coverage when a large budget is used to deploy a single resource. It caps the number of brand exposures received by independent users, helping brands cover a higher level of users.

2. Reduce repeated exposure during the delivery period and spread brand information efficiently

Some brands have a long launch period, and there is a lack of linkage between the various launch time periods. In response to this problem, Tencent Information Flow Alliance conducts comprehensive frequency control of advertisements from a global perspective, reducing the repeated exposure of brand information to individual users over a long period of time, and helping brands reach more users.

3. Provide cross-media, multi-format joint frequency control to obtain more UV for brands

In order to reach a more diverse user group, advertisers are often willing to deploy multiple resources at the same time. Tencent Information Flow Alliance integrates multiple social and information platforms, and jointly controls frequency across resources to provide more space and wider coverage for brand marketing. Advertisers can try a variety of media scenarios and advertising formats within a fixed budget, flexibly choose the delivery cycle, and maximize marketing effects.

Three high-quality platforms linked

The added value of information flow joint investment is further improved

1. Social + media resources help brands reach their target users across scenarios

According to iResearch Consulting data, brand information in social and information scenarios has higher user acceptance, memory and favorability. Tencent Information Flow Alliance links the three major traffic platforms of QQ Space, QQ Kandian, and QQ Browser, connecting the two major scenarios of social and information, and providing an effective place for brands to communicate with audiences.

The three major platforms each have a relatively independent group of loyal users with low audience overlap, helping brands reach diverse circles through integrated marketing.

2. Flexible and directional capabilities to adapt to the needs of different industries

Tencent's information flow co-investment advertising can be combined with advertisers' marketing needs, in line with brand industry characteristics and marketing nodes, and targeted according to age, gender, time period, DMP, etc., to directly hit the brand's target audience and obtain higher marketing conversions.

Flexible and targeted screening of brand TA

3. Tencent’s patch, splash screen, and information flow joint frequency control highlight the cross-platform replenishment capability

As the number of video members increases, the inventory of video interstitial ads is tight. Based on the advantages of Tencent platform, Tencent information flow joint investment can complement and jointly control the frequency with Tencent video patch ads, flash screen joint investment ads, etc., add independent UV, and ensure sufficient exposure of the brand.

Tencent patch, splash screen, information flow joint frequency control

In order to promote the launch of Honor's new products, the brand launched a homepage information flow on the mobile QQ browser. To further improve the efficiency and effectiveness of reaching the crowd, on the one hand, the brand leverages the precise targeting capabilities of information flow joint investment to reach the brand's target audience, and through three frequency controls, maximizes the reach of potential consumer groups; on the other hand, it uses multiple content materials in information flow ads to showcase brand interests, enhance advertising appeal, and achieve a click-through rate 15% higher than the industry average.

Honor new product launch promotion case

Tencent Information Stream Investment User Guide

Teach you how to use "Joint Frequency Control"

For the same advertiser, Tencent information flow joint advertising can support different advertising positions, different promotion plans, different time periods, and shared frequency control constraints among multiple resources.

To use "Joint Frequency Control", the following four prerequisites must be met:

1. Same frequency control

That is, the frequency control times of multiple advertisements on the same days must be consistent

2. Same city

That is, frequency control can only be performed on the same city in multiple advertising regional targeting

3. Same platform

That is, multiple ads are on mobile devices, PC devices, or OTT ads.

4. Same frequency control type

That is, multiple ads use the same identification type

Introduction to Joint Frequency Control Capabilities

Tencent's information flow joint advertising, based on top media resources, precise targeting capabilities and joint frequency control technology, can efficiently deduplicate brand advertising and help brands achieve broad coverage and precise reach.

The editor has also specially prepared the "Information Flow Advertising Joint Investment Solution" for everyone. Reply " 0827 " in the background dialog box of the official account to download the PDF file

Author: QQ Advertising Marketing Assistant

Source: QQ Advertising Marketing Assistant