2019 Information Flow Advertising Click-Through Rate Data Insight Report!

As digital marketing enters the stock market, refined operations have become a major demand of brands in advertising, thus paying more attention to the effectiveness and value of advertising.

Information flow advertising has rapidly risen due to its advantages such as high nativeness, wide audience reach, and strong interactivity, and has become one of the mainstream advertising forms for brands. However, due to the diversity of information flow advertising forms and content, traditional advertising effectiveness evaluation indicators, such as click-through rate, may no longer be able to fully and accurately reflect the value of information flow advertising.

In order to explore an effective evaluation system for the value of information flow advertising, ByteDance's marketing service platform, Treasure Engine, released the " White Paper on Advertising Value Evaluation under Fine-grained Audience Targeting ", taking the click-through rate as the starting point and based on the information flow advertising monitoring data of the Miaozhen system, it conducts in-depth insights into the click-through rate data of information flow advertising .

Key points:

● Industry category, delivery cycle, material type, and audience attributes are the four major factors that affect the click-through rate of information flow advertising, among which audience attributes are the most important factor affecting the click-through rate.

● In terms of industry categories, taking the construction and real estate category as an example, the high click-through rate of 2.48% is much higher than the low click-through rate of 0.42% in the education and culture category. The nature of different industries can make the difference in ad click-through rates more than 5 times;

● In terms of delivery cycle, during the promotion period, consumers’ attention tends to be saturated and the click-through rate is often at a low point; in terms of material style, native advertising forms such as small pictures and photo galleries are more attractive for clicks.

● In terms of audience attributes, users with a click-through rate of less than 3% account for more than 70% of the total, and are the main group exposed to information flow ads.

● The click-through rate is decreasing as the population gets younger. The high click-through rate population shows a clear trend of being older, while young users are mostly distributed among the low click-through willingness population. People under 23 have the lowest willingness to click on ads.

● At the same time, the click-through rate shows a clear downward trend, with people with high click-through rates gathering in third- and fourth-tier cities, and people in second-tier and above cities generally having a weaker willingness to click.

Based on the above data and insights, the "White Paper on Advertising Value Assessment under Precision Audience Targeting" points out that a low click-through rate does not necessarily prove that the communication is ineffective.

The so-called "low click-through rate population" is mainly composed of young people in first- and second-tier cities. Their commercial advertising click behavior and reading interests are significantly different from other groups, and they have higher requirements for quality of life.

For this type of audience, even if an advertisement does not lead to clicks, the information transmission brought by brand exposure can still help enhance brand awareness and form effective communication. Information flow advertising needs to establish more scientific value assessment standards.

For more opinions and insights, please see the full version of the "White Paper on Advertising Value Assessment under Crowd-Oriented Targeting" below.

Author: Massive Engine Advertising

Source: Big Engine Advertising