How to take advantage of the hot summer season to advertise?

In the advertising market, how to seize special opportunities to create promotion highlights and improve promotion efficiency is the issue that APP advertisers are most concerned about.

With the arrival of summer vacation, Tencent's information flow and QQ advertising traffic have increased. Some advertisers in the Internet service and game industries have seized the opportunity and achieved exponential growth in the number of new users. In the face of this rare wave of incremental dividends during the summer vacation, we have specially prepared a guide to "increasing volume and improving efficiency" to help everyone achieve a double explosion in scale and effectiveness.

1. Take quantity

Targeted increase in population, optimized resource allocation

▊Summer hot trends

Tencent's information flow and QQ advertising traffic cover over 800 million users, covering many scenarios such as social, information, music and games, with a high proportion of young users. By using content that the new generation likes, we will create a platform matrix that deeply penetrates the young group around the clock and in all scenarios.

▼ Information flow and QQ advertising product application scenario matrix

With the arrival of summer vacation, young users spend more time online, which is reflected in obvious incremental changes in Tencent information flow and QQ advertising traffic.

This summer, advertising traffic inventory increased by 60% compared to the beginning of the year, which was particularly evident in the exposure of pictures, texts and videos. It is worth mentioning that video traffic increased by 70%. Young users’ attention and love for video content make video advertising one of the most effective tools for gaining market attention.

▼ Video vs. image exposure trend

The benefits of video advertising are not only reflected in traffic, but also in effectiveness.

Looking at the overall data of summer video advertising, we found that young people have a high acceptance of video advertising, with video click-through rates increasing by 24% and activation costs decreasing by 30%. It is recommended that APP advertisers try to use video resources more often during the summer vacation to seize the bonus share.

▊Incremental crowd portrait

So what exactly are the incremental populations during the summer vacation like, and how can we target them to reach more of them? We analyzed the population from the dimensions of age, gender, and city.

▼ Portrait of the incremental population during summer vacation

It can be seen that the incremental population during the summer vacation is mainly young people from second- and third-tier cities aged 16-30, mainly female users, who are the new generation of consumer force. From the perspective of incremental population, we recommend that APP advertisers focus on the following aspects:

Content customization:

Young users have a strong curiosity and can create themes such as comedy, the second dimension, and strange stories;

Material investment:

Advertisers can adjust the creative type and increase the number of creatives delivered to reach more incremental audiences;

Crowd targeting:

Female users are still blue ocean traffic, so try to target them more.

Urban fixed increase:

As the number of people moving into second- and third-tier cities increases, advertisers of short videos, reading, tool industries, and legendary fairy-tale games can focus on them.

2. Improve efficiency

Advertising formats are upgraded, and tools help improve efficiency

In order to allow advertisers to be more comfortable with the rich resources of Tencent information flow and QQ advertising, the delivery end (http://e.qq.com) upgraded and revised the delivery interface in July, unified the resource size standards, and a set of materials can be exposed in multiple traffic scenarios, making operation more convenient and delivery smoother.

Based on the new version of advertising resources, we also provide selected suggestions for APP advertisers to increase their advertising revenue during the summer vacation:

▊New trend: horizontal and vertical video

In 2019, short video marketing became an important track for advertising promotion. In Tencent’s information flow and QQ advertising traffic, video exposure was second only to large pictures . Compared with graphic and text ads, video ads can convey more information, are more effective in attracting attention, and increase users' acceptance of ads.

According to the data, the average click-through rate of videos is 30% higher than that of pictures and texts, the conversion rate is 80% higher than that of pictures and texts, and the competitive environment is relatively relaxed. Video ads have high requirements for material production. We recommend that video content follow the "530 rule", that is, 5 seconds to get to the point, the video size should be controlled within 30M, and 30 seconds should be clear and suspenseful to attract downloads.

▼ Video ads vs. graphic ads

▼ Vertical video/horizontal video

▼ New and old vertical video delivery interface

▊Main force: horizontal large map

Large image resources cover almost all advertising spaces, providing sufficient exposure. The material is easy to produce, and a simple screenshot can be used as material for delivery; it increases in volume quickly, making it a must-have for new and old advertisers.

▼ Large horizontal image

▼ New and old large picture delivery interface

In addition to the main images, texts and videos, there are also creative forms such as app recommendations, shopping accounts, and mobile card coupons, which are provided for advertisers with different demands to try.

If you want to gain volume during the summer vacation, it is particularly important to make good use of video resources. Tencent Information Flow and QQ Advertising will help advertisers optimize video delivery effects from both production and delivery aspects.

▊Production: Small Vision Exploration Edition generates video materials with one click

The three major difficulties in video material production are time-consuming, high cost and lack of creativity. The newly launched Small Vision Exploration Edition video production tool provides a large number of video templates and cool background music. It can quickly combine pictures uploaded by advertisers into videos and generate a large amount of video materials in a short period of time.

The following is an example of material created by an e-commerce advertiser using the tool. It only took 5 minutes to create and had a click-through rate of up to 5%.

▼ Small Vision generates e-commerce advertising materials

▊ Delivery: Optimize user experience and shorten download links

For APP advertisers, it takes time for users to watch video ads, and watching videos may actually cause user loss. In order to shorten the download link and guide users to download more, the Android version of QQ Kandian video ads prioritizes downloading while watching and card pop-up, which has increased the conversion rate by 10%. Other traffic is also being upgraded in form to help video advertisers optimize their results.

▼ Instructions for downloading while watching

▼ Card floating layer form diagram

As we enter the second half of 2019, summer vacation is an important promotion period that cannot be ignored.

Author: Tencent Advertising

Source: Tencent Advertising