Douyin TopView super first advertisement is online!

"I've spent so much money, but can I really leave an impression on users?" I'm sure many advertisers have this question.

In an era of unlimited media touchpoints, brands have more and more ways to reach users, but it is still extremely difficult to deliver brand information to target users quickly, effectively and on a large scale, so that the brand can truly be deeply rooted in people's hearts.

Douyin recently officially launched TopView Super First Place. This advertising format, with its characteristics of super exposure, native reach, and high-quality advertising environment, helps advertisers deeply influence target users and deepen users' brand impression.

1. Shocking visual impact at first glance, 60s long extension of brand creative expression

Users' attention is occupied by complicated information every day, and it is becoming increasingly difficult for brand information to stand out. From the perspective of communication timing, brands can achieve twice the result with half the effort by displaying videos in the "first visible position" of users. After continuous viewing for a period of time, it is likely to increase users' acceptance and favorability of advertising information.

According to the research conclusions of the well-known market research company Neuro-Insight: when users first swipe the screen to browse the information flow, they are most likely to accept and recognize the content displayed; in the first 30 seconds of browsing the information flow, the user's brain reaction and memory are at their best; the user's viewing effect and response to the first video are the highest, and the reaction is also the strongest; the first video is most likely to arouse emotional resonance among users, making users impressed by the video content.

TopView is tailored to the behavioral characteristics of users: full-screen immersive display of video 3 seconds before the advertisement, fade-in interactive conversion component after 3 seconds, 10 to 60 seconds of brand video exposure time, diversified display of brand information, and creation of explosive communication power of the brand. Through clever design of product form, advertisers can not only reach users in the first place, but also seize the best time to communicate with users. (See the case video below for details)

2. Better advertising environment, more immersive brand experience

Not only is it "visible at first glance", Douyin's TopView super-first innovative display format also creates a richer and more immersive marketing space for brand owners: the first 3 seconds dominate the screen for an immersive viewing experience without interference, and the 4th second begins to be natively integrated into the information flow. Visually, users appreciate the native picture quality and sensorily enjoy the immersive experience, thereby quickly occupying the user's mind and meeting the user's needs for in-depth communication with advertisements, fully reflecting the advertiser's brand concept and deepening the user's impression, helping brand advertisers achieve strong exposure and efficient reach.

Not long ago, the BMW 1 Series dominated the screen on Valentine's Day by taking the top spot on Douyin's TopView, with the most popular traffic position, and exposed the brand in full. When users open Douyin for the first time, they will be able to see Jackson Wang’s handsome appearance in the first 3 seconds, and the advertising text fades in after 3 seconds. The seamless splicing ensures that there is no advertising interference in the previous text and the exposure time is extremely long, thus gathering 5,901 comments and 461,000 likes in a short period of time, attracting many young groups on Douyin to participate in the interaction.

3. Direct accumulation of brand fans, effectively stimulating brand homepage activity

Through TopView, the brand’s official homepage is efficiently directed to the brand’s first position, quickly retaining the fan base and driving other videos on the homepage to be viewed, commented, and liked. Through the diversified forms of Douyin homepage, challenge, topic aggregation page, and video page, we can help the secondary dissemination of brand homepage videos.

By subverting the traditional display form and interactive path, the Douyin Top View super first-place advertisement on Valentine's Day brought the number of visits to BMW's homepage to 1.22 million. In addition, the grand launch of Lincoln's new Nautilus and the super first-place cooperation with Douyin Top View created an extremely spectacular visual experience. The total number of homepage user visits reached 2 million on March 18th.

4. Various landing page formats bring efficient conversion to the brand

Based on information flow advertising, in addition to the direct landing page style, various landing page expressions such as direct form access, selection tiles, and image tiles will also be presented one by one. Through the combination of these video playback page components, user interaction will be more proactive and brand expression will become more vivid.

In terms of landing page links, the brand’s efficient conversion goals can be achieved through the use of Douyin’s homepage, challenge, topic aggregation page, and video page.

At present, Douyin TopView has become a popular advertising resource on the platform. In the early days of its launch, it attracted brands such as Lincoln, MAC, and vivo to carry out groundbreaking cooperation to explore the value of innovative advertising and marketing.

Lincoln

On March 18, Lincoln became the first partner to exclusively occupy the all-day Douyin TopView super first-place advertising resources. The all-new Nautilus landed with a majestic momentum. Through highly ornamental high-end video materials, it showcased the various highlights of the new car and fully reflected the product theme of Lincoln's new Nautilus: calm and thrilling. The super exposure display format was unanimously recognized by advertisers and the effect was extraordinary, with over 165 million exposures, a 5s playback rate of 64.49%, and an interaction rate of 13%.