618 Tencent News & Tencent Video e-commerce promotion advertising!

During the big promotion, how can we improve our ability to obtain sales while ensuring the results? This is a problem that all e-commerce advertisers will encounter. In order to respond to advertisers' demands, Tencent News and Tencent Video, which have billions of daily exposures, are actively expanding traffic as the big promotion is approaching, helping advertisers to get more high-quality traffic during the promotion.

1. Expand traffic in multiple dimensions and improve the ability to obtain exposure during big promotions

▋Tencent News: Information readers with high purchasing power

Resource advantages: Tencent News platform has over 900 million daily mobile advertising exposures, with high coverage of highly educated people in first- and second-tier cities with strong purchasing power, providing high-quality traffic that cannot be missed in the June e-commerce promotion.

At the same time, Tencent News covers a diverse media matrix including Tencent News APP, Tencent Sports APP, WeChat News plug-in, etc., with rich traffic scenarios (as shown in the figure below), which can take into account both traffic and conversion, helping advertisers achieve big promotion goals.

Advertising suggestions: E-commerce advertisers can focus on products with higher average order value, and focus on categories such as 3C digital products, home appliances, and furniture.

▋Tencent Video: Pan-entertainment crowd mainly composed of young and middle-aged people

Resource advantages: Tencent Video platform has 2 billion daily advertising exposures in core scenarios on mobile terminals, with a high coverage of the core consumer group of young and middle-aged people aged 18-35, who have strong purchasing power;

Benefiting from the fact that users spend more than 75 minutes on Tencent Video every day, Tencent Video has spawned a variety of traffic scenarios (as shown in the figure below), helping advertisers to fully reach their target users.

Advertising suggestions: Advertisers can focus on promoting food, clothing, beauty products and other categories of products that are suitable for young people to consume.

2. Multiple new product capabilities help improve delivery results

▋Morphological ability optimization

With the expansion of bidding inventory, the available inventory for Tencent Video patch bidding has reached 400 million, and the flash screen bidding specification has reached 350 million. Recently, Tencent Advertising has optimized the morphological capabilities of these two key specifications to effectively improve advertising effectiveness.

Flash screen dynamic floating layer, attracting attention and enhancing clicks

After the action button is dynamically displayed, for download ads, users can start automatic downloading by clicking on the ad; for direct-to-app ads, users can immediately launch the target APP by clicking on the ad. After the launch of this capability, CTR increased by 15% and CVR increased by 10%.

▼ Flash screen ads dynamic floating layer display effect

Dynamic pop-up window in front of the post, expanding the clickable area

After the patch material is displayed, a conversion banner pops up. For download ads, users can start automatic downloading by clicking on the ad; for direct-to-app ads, users can immediately launch the target APP by clicking on the ad. After the function was launched, CTR increased significantly by 25%.

▼ Dynamic pop-up display effect of pre-roll ads

▋Application direct access capability optimization

Double-chain direct access helps increase back-end conversion rate by 30%

In order to further improve the effectiveness of direct-to-app advertising and perfect the conversion path for users without installation, Tencent Video has launched dual-chain direct access capabilities in all scenarios. Users who have installed the app will be able to open the app by clicking on an ad, while users who have not installed the app will be able to enter the web version of the product purchase page by clicking on an ad.

▼ Click effect for users who have not installed

Delayed direct access capability effectively reduces new customer costs

After users complete the installation of the target APP through Android download ads, a prominent pop-up window will appear in Tencent News & Tencent Video to guide users to open the target APP, activate the app’s direct access capability, and jump to the designated page in the target APP. This capability reduces new customer acquisition costs by 15%.

JD.com’s intelligent redirection effectively increases backend purchase rate by 30%

In order to improve the back-end conversion of users who have not installed the JD APP, Tencent News & Tencent Video have launched intelligent jump capabilities, supporting users who have not installed the JD APP to jump to the JD WeChat store after clicking on the advertisement, which will effectively increase the back-end purchase rate by 30%.

3. Tips for big promotions to help you run your campaigns with ease

The e-commerce promotion is approaching. Insight into traffic characteristics and mastering promotion delivery techniques will make your delivery more efficient. Carefully reading the following advertising tips can help you grab more traffic during the promotion period.

▋Traffic distribution trend

• Tencent News APP

The morning peak is from 8 to 9 in the morning, and the evening peak is from 8 to 10 in the evening.

• Tencent News Plug-in

News is pushed from 7 to 9 a.m. and 4 to 6 p.m. every day, and exposure levels reach peak levels.

• Tencent Video APP

There is a peak in the afternoon from 12 noon to 2 pm, and the highest peak of the day is around 8-10 pm.

▋Introduction to key specifications

E-commerce advertisers who have a strong demand for low-cost traffic can focus on specifications such as splash screen and patches; advertisers with high traffic demands need to focus on large images, three images, full-column small images and other high-traffic positions.

▼ Tencent News/Video Key Recommended Advertising Positions

▋Budget planning advice

• Phase allocation

30% during the warm-up period and 70% during the climax period.

• Daily limit

To ensure sufficient budget during peak traffic periods, it is recommended to set the limit to more than 120% of the target spend.

▋Material & Targeting Suggestions

• Warm-up period

By combining the characteristics of the traffic population portrait and conducting multi-category and multi-creative tests, we can find products that match the delivery specifications and targeted population. For example, the Tencent Video population is mainly young women, so it is recommended to promote categories such as clothing and beauty; the Tencent News population is relatively mature, so it is recommended to promote home appliances, home furnishings and other related categories.

• Climax

Use the warm-up period to test the combination of "delivery specifications + targeted groups + creative materials", and combine it with promotional benefits such as "limited time and limited quantity" to increase delivery efforts; at the same time, during the climax period, you can appropriately relax the targeting to attract potential users and promote conversions.

▋ Bid suggestion

• Warm-up period

After multiple bid tests, it is recommended to set the bid to 110% of the daily bid to find the best volume cost among the corresponding population.

• Climax

Competition in the market is fierce, so it is recommended to set the bid to more than 130% of the daily bid.

4. Excellent case study: The correct approach to grabbing sales during a big promotion

▋Use the right product capabilities to promote conversion of different target groups

Vipshop uses Tencent Video's dual-link direct access capabilities to shorten users' purchasing path and open up the channel between advertisements and shopping malls, which has increased the APP's wake-up rate by more than 30% and the overall ROI by more than 60%.

▼ Vipshop large image advertising material

▋Find the right resource position to achieve large-scale low-cost traffic diversion

Suning launched Tencent Video splash screen ads and Tencent Video patch ads, taking advantage of the fact that these ads fully display product features and details, effectively attracting clicks from target users. During the campaign, the click-through rate of its ads increased by nearly 4 times compared to ordinary ads, and the traffic cost was reduced by 70%.

▼ Suning patch advertising material

For e-commerce advertisers, the 618 promotion is one of the most important event nodes throughout the year, and winning this battle is of great significance.

Tencent News and Tencent Video start from the advertisers' delivery goals, actively expand traffic, and use five major product capabilities to help advertisers improve advertising efficiency and reduce traffic costs, providing strong support for advertisers to win this battle.

The battle is coming, I wish everyone can have a good result!

For 618 advertising promotion , please contact Qinggua Media: 18205969981

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Author: Tencent Advertising Service Account

Source: Tencent Advertising Service Account