A summary of advertising styles and billing models of Toutiao, iQiyi, etc.!

Information flow advertising style:

1. Large image: a title + a large image

2. Single image: one title + one small image

3. Picture set: one title + 3 small pictures

Video patch: an ad that appears after a short video on an APP is played.

Pause patch: The ad that appears when you click the pause button during video playback

Dynamic ads: ads before video playback, video patch ads

Moments ads: ads that appear in WeChat Moments

Where the information flow ads appear:

The startup screen of information apps;

Interspersed in news information of information apps;

At the bottom of the article content of information apps;

Information flow advertising platform classification:

Baidu system:

Baidu Browser, Baidu Mobile APP, Baidu Tieba

News and Information:

Toutiao, Tencent News/Tencent.com (portal + pop-up + mobile), Tiantian Qvod,

Yidian News, Sohu News, Sina News, Sina Finance, Sina Sports, NetEase News

Browser Class:

UC Browser, QQ Browser, Baidu Browser,

Social Media:

WeChat, mobile QQ, Weibo, MOMO, Zhihu, Maimai, Baidu Tieba

Other categories: 360 Information Stream, Moji Weather

Analysis of the proportion of information flow advertising industry:

E-commerce: 40%

Games: 25%

Non-enterprise (second-class e-commerce): 25%

Entity (wedding photography, real estate, home exhibition): 10%

Second-class e-commerce: All e-commerce companies other than first-class e-commerce companies (Tmall, JD.com, Taobao, and Vipshop) are called second-class e-commerce companies.

Information flow advertising billing model and professional terminology explanation:

The most common billing models: click, impression, behavior

CPC: Cost Per Click, which means cost per click. You will be charged once the ad is clicked. If there is no click, there will be no charge.

oCPC: optimization CostPerClick, target conversion cost, still pay per click; optimize the population, charge per click, applicable to: conversion. Billing method: Billing is based on clicks. This is a billing method introduced to improve optimization. It is divided into the first and second stages. Its essence is still CPC, which is the biggest difference from CPA. It enables advertisers to place advertisements more scientifically and with greater targeting, helping them to obtain more high-quality traffic and thus improve conversions. ) The difference between oCPC and CPC is that oCPC is an optimized model of CPC that can intelligently control costs. Generally, oCPC cannot be used directly at the beginning. You must collect several forms under CPC use, and then you can enter the oCPC mode.

CPT: Cost Per Time, which means advertising is charged based on duration. Pay-per-hour billing is a form of advertising delivery that uses a fixed time period and location. Buy by duration;

GD: Guarentee Delivery, guaranteed delivery ads, also known as guaranteed quantity ads, priced by display volume; purchased by exposure level;

CPM: Cost Per Mille, which means charging by display and exposure; charging method: pay when you see it;

CPA: Cost Per Action. The pricing method is based on the actual effect of advertising, that is, it is charged according to the valid questionnaires or orders responded to, without limiting the amount of advertising. Billing is based on behavior, for example, clicking a phone call button, clicking a form submit button, and clicking a download button are all behaviors;

CPS: Cost Per Sale, which is charged according to the actual number of products sold;

CPL: Cost Per Leads, charges are based on the number of potential customer lists collected;

CPD: Cost Per Day, charged per day. Another way of saying it is Cost per Download, which means charging according to the actual amount of downloads;

CPR: Cost Per Response, which is charged based on the feedback cost per user;