Douyin DTV advertising marketing value white paper!

Advertisers' marketing demands are constantly upgrading, and the demand for more personalized and efficient advertising has become increasingly prominent. Short video ads, which focus on carrying more display content and presenting more interactive methods, can integrate advertising with scenes with the support of algorithms. This can not only effectively trigger consumers' purchasing demands, but also provide users with a high-quality audience experience, thereby meeting the different marketing needs of consumers in different scenarios.

As mobile video advertising becomes an important driving force for the growth of digital advertising in China, short video information flow advertising has naturally become a new growth point. The "Special Analysis of China's Information Flow Advertising Market 2017" shows that the market size is expected to exceed 150 billion yuan in 2019, and the short video market size will increase exponentially.

Recently, Douyin, known as the "barometer of short video marketing", released the "Douyin DTV Advertising Marketing Value White Paper" and launched a new solution - Douyin Dou True View (DTV), which guarantees the playback of short video ads for 5 seconds and only pays for effective views selected by users, fully unleashing the high-value exposure efficiency of short video ads.

DTV has set off a more efficient, more effective and longer-lasting "5s advertising revolution"

The "Douyin DTV Advertising Marketing Value White Paper" shows that people who watch for more than 5 seconds are high-value people who are truly interested in the brand and have a stronger sense of brand identification. The publicity and promotion effects targeting this group of people are more direct and effective, and it also avoids the waste of advertising resources.

DTV regards the 5-second playback completion rate of advertising videos as the effective completion of product goals, and charges based on the actual 5-second playback completion, maximizing the exposure value under the same budget, and has set off a "5-second advertising revolution" in the advertising industry.

As a new type of media environment that integrates short videos, information flow and other media elements, Douyin has a commercial advertising model that is different from traditional video websites. The launch of DTV this time has an all-round approach from the dimensions of breadth, depth, efficiency, environment, etc., and uses immersive viewing experience and three-dimensional interaction to enable users to establish a deep emotional connection with the brand. It has brought more targeted commercial advertising solutions to different industries, and achieved more effective, efficient, practical and long-lasting marketing results for advertisers.

The Douyin platform brings together a large number of user-generated short videos, which can meet the different interest preferences of various groups of people. At the same time, relying on big data, crowd tags can efficiently identify brand-favorite audiences under the "5s exposure for effective playback" model, greatly alleviating the problem of invalid traffic, and effectively increasing users' love for the brand.

The data shows that DTV advertising has a significant effect on improving all brand indicators, with the largest increase in brand favorability reaching 111.2%.

Based on insights, DTV brings different effects to different industries

DTV advertising penetrates into different industries and, based on practical insights, has systematically improved the two dimensions of advertising creativity, including brand love, brand pre-order, and brand recommendation, and brand recognition, key information communication, and advertising love.

For example, the effects are more significant in terms of brand pre-orders and recommendations in the 3C industry, brand awareness enhancement in the daily consumer goods industry, and brand recommendation enhancement in the automotive industry.

For example, in the 3C field , since the brands selected by the 3C industry are relatively well-known, brand DTV advertisements as a whole highlight elements such as technology, high-end, popularity, and fashion, with outstanding texture and beautiful music, resulting in a closer connection between the advertisements and their own brands, relatively higher brand recognition, and the advertisements are also more popular with consumers.

Similar to 3C, the automotive industry brands themselves are well-known, and advertisements actively convey values ​​such as freedom, hard work, and challenge to the audience, allowing people to form a good impression of the brand and increase their liking for it.

At the same time, it directly conveys information such as price and preferential purchasing methods, highlights product features such as mobile phone smart control, drives consumers' desire to buy, and jointly shapes high-end, classic, product experience and other content to leave a deep brand impression on the audience, thereby driving them to recommend it to others, thereby increasing brand popularity, pre-order and recommendation rates in the automotive industry.

As for daily consumer products , since the selected brands are relatively less well-known, advertisements combined with brand spokespersons clearly show the core interests and features of the products, while actively conveying the brand image characteristics. Therefore, the audience can better receive the key information conveyed in the advertisements.

In the Internet service industry, where brand awareness is also high, DTV ads use humorous content that is close to the daily lives of ordinary people, making the audience feel more involved and the viewing process enjoyable and relaxing. At the same time, the ads clearly express the value and benefits that the products can bring to users, triggering users' expectations of interest in the brand, deepening their positive impression of the brand, and thus achieving a significant increase in brand favorability.

5s effective playback makes "brand promotion" and "advertising creativity" more effective

The "Douyin DTV Advertising Marketing Value White Paper" shows that through comparison, it is found that after the advertisement is exposed for more than 5 seconds, the improvement in brand awareness, preference, pre-order and recommendation is higher than the 0-3s group, especially the improvement in brand pre-order is 11.7% higher than the latter. At the same time, when the advertisement exposure time reaches more than 5 seconds, brand recognition, key information communication and advertisement preference are all improved. Among them, brand recognition is the basis of the advertising effect. Sufficient 5s exposure time can effectively improve this indicator by 7.7%.

It is worth emphasizing that with 5 seconds as the effective exposure time of advertisements, DTV can effectively reduce the phenomenon of invalid traffic and ensure that the value of traffic is fully released. When users watch advertisements for more than 5 seconds, 39.2% of the audience will take further actions , which can effectively trigger further consumption exploration behaviors of exposed users and thus help achieve goals such as brand promotion or sales increase.

Relying on Douyin, DTV advertising will create a benign interactive platform between advertising audiences and brands, conduct three-dimensional communication, establish emotional connections with users, comprehensively manage the user life cycle, and achieve multi-dimensional advertising goals. In the "Douyin DTV Advertising Marketing Value White Paper", it also provides suggestions and guidance for brands in different industries in terms of materials and content creation, providing more value for reference for the advertising industry.

Source: Toutiao Marketing Observation