B station places advertisements, and the forms of B station advertisement display

Some time ago, Bilibili released its Q3 financial report, with the average monthly active users reaching 267 million and the average daily active users reaching 72 million, a year-on-year increase of 35%.

Platform advantages:

One of the differences between Bilibili and other video platforms: The spiritual core of the content ecosystem is different

Bilibili has the highest quality and most intelligent original forces and audience users, who create and choose the content direction of Bilibili. This is the fundamental reason why Bilibili still maintains its youthful vitality.

The second difference between Bilibili and other video platforms: Different attribute positioning of platform ecology

The content stickiness of iQiyi, Tencent Video and Youku is based on “if the content is good, go watch it anywhere”, the platform stickiness of Douyin and Kuaishou is based on “I prefer the pleasure of sliding my thumb”, and the stickiness of Bilibili is based on “here are friends who understand me”. From circle culture to barrage culture, Bilibili's unique and inclusive community atmosphere is an important reason why there is always "soul connection" between users and users, and users and the platform.

The attraction of Bilibili: advertisers love young people, UP hosts can create commercial content that users like, and users are willing to pay for what they like.

More and more brands have seen the commercial value of Bilibili. Before we learn how to place ads, let’s take a look at what advertising formats Bilibili has:

1. Native information flow (main form of advertising):

Bilibili's native information flow ads currently have two forms: small information flow pictures and large information flow pictures. Click on the picture above to see the detailed copy and material requirements. Advertisers can also choose the corresponding ad position according to their needs.

Bilibili's information flow ads select high-quality resource locations such as the homepage recommendation stream, playback page, and PC terminal. Based on a young user group with diverse interests, they help advertisers reach high-quality advertising audiences and interest circles while maintaining a good user experience.

2. Commercial take-off:

The definition of commercial takeoff is as follows: the promotion landing page is the advertising type of the video details page, which is classified into two types: one is commercial takeoff, and the other is content takeoff:

Use the public domain traffic of Bilibili to promote UP main business single video, and achieve precise delivery through tags. Usually the display forms include homepage recommendation position and playback page recommendation position.

3. Invitation Advertisement:

Combine the promotional content of the UP main business video with the advertising space, and you can achieve traffic diversion, promotion and product promotion while watching the UP main business video. The main process is: UP host business order - video cooperation - joint submission - brand and UP host co-creation, advertising is content, brand and UP host can be joint contributors of cooperative videos, and the manuscripts are shared. Supports direct add-to-cart through e-commerce ads, third-party external links, H5 pages, landing pages, etc.

Currently, the number of Bilibili users is growing rapidly, with monthly active users reaching 267 million. Along with the growth in users, the community has become richer, the content of the ecosystem has grown, and the advertising resources that we marketers are more eager for have been opened up. All these indicate huge potential for commercialization.

Since the second half of this year, Bilibili's various advertising business segments have also been making layouts and adjustments. It can be seen that the brand side has made improvements in activities and columns, the platform business of Fireworks UP masters has also grown rapidly, and the performance business has also made many breakthroughs in the innovative development of creativity, data and advertising resource placement, especially in the videoization of advertising, and customized new resources such as Story and native video landing pages for advertisers.

Advertising resource matching (three major ways to choose on demand):

The gameplay to ensure quantity - UP host business orders + invitation advertising + commercial take-off: it can be adapted to both effect-oriented and brand-oriented, and evaluates the number of views, ranking, traffic diversion and sales, UP host interaction authorization, etc.

Matrix gameplay - UP main business orders + invitation advertising + information flow advertising: assessment of playback volume, ranking, traffic diversion and sales, corporate blue V fan increase, delivery conversion (evoking, downloading, forms, browsing), UP main interactive authorization, brand exposure, and batch exposure. The traffic is fully opened and the fan economy is accumulated.

Full-area gameplay - UP host business orders + invitation advertising + commercial takeoff + information flow advertising + corporate blue V: full coverage delivery, forming in-site screen-sweeping dissemination.

Bidding method: CPC, oCPC, CPM

Regarding the question of how much bilibili video promotion charges, station b is a bidding model, there is no fixed price, and the recharge is consumed

B station performance advertising display form

UP main business order:

• Video cooperation: advertising placement, advertising customization;
• Live broadcast cooperation: online game live broadcast, unboxing live broadcast, offline event live broadcast, fan meeting, etc.;
• Offline activities: Advertisers and brands can invite UP hosts to participate in various offline activities to increase the exposure and dissemination of activities through the UP host’s own influence, including but not limited to new product launches, live performances, and pop-up stores.
• Large-scale exhibitions and events, etc.
• B Dynamics: Focus on private domain traffic, nine-square grid with pictures and texts, improve the richness of content, one-click video sharing, special event release, voting, lucky draw and other interactive gameplay;
• UP host authorization: Let the UP host endorse you, and advertisers can spread the video on official channels. With KV authorization, most of the high-view video covers on Bilibili will use the UP master’s personal image as the main visual.