Key points for producing native video advertising creatives, get new techniques!

The continued growth in the number of paying online video users has further increased the popularity of the video advertising market. The natural scene integration advantage of native video ads makes them more easily accepted by users, thereby improving the advertising effect. This also makes it a dark horse favored by major advertisers.

Today, Tencent Youliang Advertising will explain in detail how native video advertising works, helping advertisers to be more effective in this field.

01

What are native video ads

Native video ads are usually displayed in information feeds, before videos, and other scenarios. It supports Android, iOS and web links. Ads can be played automatically in Wi-Fi or 4G environments. The landing page can be displayed while the video is playing, greatly shortening the conversion path.

02

High-quality traffic and price advantage

From the perspective of advertisers’ advertising logic, making profits is their ultimate goal, and the increase in profits involves two key factors: traffic and cost.

Tencent Premium Ads strictly controls traffic access based on the effectiveness of advertisers’ native advertising, greatly expanding high-quality traffic. In terms of price, Youliang Advertising currently has access to a large amount of high-quality native video traffic and sufficient inventory, and has obvious price advantages compared to video advertising on other channels.

▼ Examples of high-quality traffic

03

Interpretation of three major cases

1. Internet video industry

Advertisers in the video industry are highly compatible with native video advertising, and there is an industry matching advantage.

A large proportion of the traffic of native video ads is high-quality video media, whose audience has a high degree of overlap with the advertiser's target audience, and the traffic scenario and advertising format also match, which is conducive to improving the subsequent conversion effect of the advertisement.

2. Gaming Industry

Advertisers in the gaming industry have low payment costs and high paid activation rates for native video ads, both of which are better than those for graphic and text ads.

3. Internet service tool industry

The tool industry has an obvious low-price advantage in native video advertising, which can help advertisers buy traffic at low prices.

Youliang Advertising can expand the volume of high-conversion media based on the delivery results of native video advertisers and further improve the delivery results of advertisers.

04

How to create and distribute materials

1. Delivery method

We have organized the usage methods of the old and new versions of the Youliang Advertising delivery platform for advertisers here, hoping to help you get started quickly and improve your delivery efficiency.

(Slide the above picture to view the delivery method display)

2. Material production

If you want to do your work well, you must first sharpen your tools. Next, let’s go back to one of the key steps at the beginning of the launch, namely the material production stage, to see which keyword areas the target audience is most interested in.

According to Youliang Advertising data, people’s interests are mainly distributed in the keyword areas of fun, practical information, fantasy, curiosity, value, resonance, benefit, interest, thinking, hot spots, originality, conflict, and taking advantage.

Based on understanding user interests, advertising mainly focuses on the five key words in material production:

Authenticity - Focus on product advantages and present the most authentic content

Duration: The duration should be consistent with the average duration of user works. It is recommended to be controlled within 15-30 seconds (5-60 seconds is allowed on the delivery end)

Complete - a video should only express one theme

Clarity - Blurry images can lead users to mistakenly believe that the quality is poor.

Guidance - Action is better than intention, tell users how to act

In terms of specific video execution, Youliang Advertising recommends that advertisers pay attention to the following four aspects:

Video setting - the color and environment layout should be simplified to match the product characteristics and meet the needs of the plot development.

Video characters/products : There are two types of characters: one that resonates with the user’s identity, and one that inspires the user to yearn for the scene.

Background music : Authorized background music must be used. The music style must match the content and style of the video. The nativeness of different traffic scenarios must also be considered.

Video Captions – Question captions are generally close to the center of the assessment. Can be in a non-fixed position to attract users' attention; narrative subtitles do not block products and characters, are generally in a fixed position, and rarely change

▼ Native video ads dynamic display

To further enrich the liveliness of the delivery materials, Youliang Advertising also brings you 6 new ways to make materials:

This is the end of the introduction to native video ads.

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Author: Tencent Advertising

Source: Tencent Advertising