What are the promotion strategies used by platforms such as Tencent, Baidu, and Bytedance?

What trends are shown in advertising placement on different traffic platforms? Which are the key investment industries?

This article takes the five major mainstream platforms of Tencent Advertising, Bytedance, Baidu Information Flow, NetEase Yixiao and Alibaba Huichuan as examples, starting from the changes in the scale of advertising, industry share analysis, copywriting routine summary and main inventory of top buying volume, to gain insight into the delivery code of traffic platforms.

1. Insights into Tencent Advertising

Among the ads launched by Tencent Advertising during Q1, the advertising volume in January was higher, and remained relatively stable during the Spring Festival. There was a small peak after the Spring Festival holiday. It is speculated that advertisers were considering year-end sales and testing high-quality materials in advance, so the update of advertising materials was particularly obvious in January. During the Spring Festival, the delivery was stable and the delivery of new materials was reduced. After the holiday, the resumption of delivery testing saw a small peak, and it became relatively stable in March.

Further analysis of the number of days the overall ads were released shows that more than 70% of the materials were released for 1 day, which shows that Tencent Advertising’s advertising materials are updated relatively frequently.

To further analyze the distribution of advertisers in different industries, App Growing uses AI technology to intelligently classify landing pages, which are subdivided into event promotion (promoting brands or events, collecting and attracting phone calls and inquiries through forms), application promotion (landing pages guide the download of a certain App), and e-commerce promotion (landing pages are for the sale of a certain product, such as second-tier e-commerce or the sale of goods on e-commerce platforms such as Taobao and JD.com), and the same below.

Among the advertisements launched by Tencent Ads in Q1, there is no obvious difference in the proportion of advertisements with landing pages for event promotion and application promotion. The number of event promotion advertisements accounts for 41.50%, while education and training, culture and entertainment, finance, skin care and beauty, and apparel, shoes and bags are the top five industries in terms of the number of advertisements on the platform.

Shock and exclamation, guiding to try, and notification reminders are common advertising copywriting routines, and advertising copywriting that uses shock and exclamation routines accounts for 22.24%. "Free", "download" and "mobile phone" are the more frequently used words on Tencent's advertising platform.

Based on App Growing’s advertising algorithm, we estimated the advertising spending of each tracked app and compiled the top 10 gaming and non-gaming apps on the platform in terms of advertising spending in Q1. The same applies below.

Pinduoduo, Haokan Video and Kuaishou Video were the key app advertisers of Tencent Advertising during Q1, ranking among the top 3 non-game apps in terms of advertising expenditure (estimated). The fishing casual game "850 Chess and Cards Golden Toad Fishing" has a relatively strong investment, occupying the top spot in the game list of advertising investment amount (estimated).

2. Insights into Massive Engine Delivery

The number of advertisements placed by Bytedance during the Spring Festival showed a downward trend, but gradually recovered after the festival, with the volume of advertisements showing a small peak. Advertising materials are also updated frequently, with only 6.28% of them running for more than 4 days in Q1.

Since Bytedance’s e-commerce system is relatively complete, advertisements for the purpose of e-commerce promotion account for 45.01%. I believe that with the further improvement of Douyin's e-commerce volume-generating system, this proportion will continue to increase. The top five industries with the most advertisements are clothing, shoes and bags, skin care and beauty, games, culture and entertainment, and catering and food.

The main copywriting patterns used are guiding people to try and exclaim in shock, and “free” and “mobile phone” are high-frequency words in the platform’s advertising copy.

Among the top 10 apps with the highest (estimated) advertising spending on Bytedance, Toutiao apps (Toutiao, Xigua Video, and TikTok) all performed well. It can be inferred that ByteDance is leveraging Bytedance's massive traffic resources to distribute advertisements and direct traffic to its own product matrix in order to enhance the influence of several core products. Casual games “Virus Elimination” and “Happy Match 3” also performed strongly, ranking first and second in terms of advertising spending (estimated) for gaming apps.

3. Insights into Baidu Information Flow Distribution

During Q1, the volume of Baidu's information flow advertising increased steadily, and the volume of advertising in March was relatively high. It can be inferred that the advertising competition on the platform was more intense in March, and the pace of advertising material updates increased. In terms of the number of days its overall advertising was released, the number of advertisements that were released for more than 4 days during Q1 accounted for 11.13%.

The focus is on advertisements for event promotion on the landing page, which account for 75.24% of the total number of advertisements, while education and training, home furnishing, gaming, investment and franchising, and finance are the top five industries in terms of the number of advertisements on the platform.

Legendary games have a strong presence on Baidu's information flow advertising platform. "Legend" is a high-frequency word in its advertising copy, and the word "free" is also used frequently.

Among the top 10 advertising platforms with the highest amount of advertising spend in Baidu’s information flow (estimated), Pinduoduo, Meilele and Haokan Video ranked in the top three. The legendary game "Dragon City Battle" has a strong presence and ranks first in the list of game app advertising spending (estimated).

4. Insights into NetEase’s effective delivery

During Q1, the NetEase Yixiao platform experienced large fluctuations, and the pattern of changes in advertising volume was not obvious. During Q1, advertisements that ran for one day accounted for 41.50%. Compared with Tencent Advertising, Bytedance, and Baidu's information flow advertising platform, the update cycle of advertising materials is lower.

There is no obvious difference in the proportion of advertisements for event promotion and application promotion on the landing page. The number of event promotion advertisements accounts for 48.61%. Games, education and training, finance, comprehensive e-commerce and tourism and accommodation industries are the top five industries in terms of the number of advertisements on the platform, among which the number of advertisements in the game industry accounts for the largest proportion, which is 43.82%.

Similar to Baidu's information flow platform, legendary games have a strong presence on Baidu's information flow advertising platform, and "legend" is a high-frequency word in its advertising copy. The top three game apps in terms of advertising spending (estimated) are all legendary game series with Jackie Chan as the spokesperson ("One Sword Legend", "Big Brother Legend", and "Hot Blood High Explosive Edition").

5. Insights into Alibaba Huichuan’s advertising campaign

As can be seen from the figure, from January 7 to January 10, the advertising volume of Alibaba Huichuan showed a small peak. During Q1, the proportion of advertisements that were run for 1 day accounted for 55.20%, and 87.2% of the advertisements were run for no more than 4 days.

The landing page has a high proportion of advertisements for event promotion, accounting for 64.51% of the total number of advertisements. Games, skin care and beauty, clothing, shoes and bags, education and training, and finance are the top five industries in terms of the number of advertisements on the platform.

The words "legend" and "making money on WeChat" are high-frequency words in the platform's advertising copy. Legend-themed advertisements and online earning advertisements are more common on the Alibaba Huichuan advertising platform.

"Pinduoduo" topped the list of advertising spending on non-game apps on Alibaba Huichuan platform, while the three legendary games of the Blue Moon series ranked top 3 in advertising spending on game apps.

Tencent Advertising, Bytedance, Baidu Information Flow, NetEase Yixiao, Alibaba Huichuan Advertising Platform, education and training, and the gaming industry are the key advertisers, and being shocked and amazed, and guiding attempts are the more commonly used advertising routines on each platform. The three major advertising platforms, Tencent Advertising, ByteDance, and Baidu Information Flow, all have materials that are released for one day that account for more than 60%, indicating that refined operations will become a trend in advertising.

Author: Niki

Source: App Growing