New advertising methods, Q-series homepage information flow advertising product capabilities and cases

In the era of mobile Internet, user time is fragmented and reading scenarios are dispersed, and browsing information and updates has become the norm. At this moment, information flow ads that look similar in appearance and have natural and native content are pushed through precise and personalized methods, showing the right ads to the right people at the right time and in the right scene, allowing users to be "recommended" inadvertently.

Information flow advertising, in which advertising is content, has experienced explosive growth in the past one or two years and has become the mainstream advertising form in mobile marketing. According to Analysys, the information flow advertising market size will reach 99 billion yuan in 2018, a year-on-year increase of 71% from 2017.

Information flow advertising has become a common form of advertising for us. The homepage information flow ads, with their rich traffic inventory and product forms, have become a unique advertising form among QQ advertising products, meeting the different marketing demands of brands and performance advertisers.

2. QQ advertising homepage information flow reaches consumers in all scenarios

QQ homepage information flow ads are distributed on the homepage of QQ Space, QQ Views, and QQ Browser.

The media ecosystem composed of the three major APPs has a total monthly active population of over 800 million, with 70% of users aged 15-30 years old. The high penetration rate of 90% covers first-tier to fourth-tier cities.

From social networking to information, the QQ media ecosystem reaches consumers in different scenarios by covering the fragmented time of the audience.

Next, let’s take a look at the product capabilities and cases of the homepage information flow to bring more new ideas to advertising gameplay and delivery.

Feature 1: Relying on information and social scenarios, users have higher acceptance, memory and brand favorability

According to iResearch Consulting data, information flow ads in social and news information scenarios have better performance in terms of user acceptance, memory and brand favorability.

In social and news information scenarios, users are more receptive and remember more ads

In social and news information scenarios, users' brand favorability is further improved

The homepage information flow ads have chosen social (QQ space) and information (QQ Kandian, QQ Browser) as the scenes, occupying high-quality scene traffic, which will achieve higher memorability for the ads and bring more favorability to the brand.

Feature 2: The golden position on the homepage attracts the user’s golden attention

In an era of fragmented user attention, shorter user paths and scene entrances mean higher attention allocation. According to a study by Therese Fessenden at Nielsen, the content on the first screen receives the most attention (57% of browsing time), the content on the second screen receives about one-third of the attention of the former (17% of browsing time), and the remaining 26% is scattered on subsequent pages.

Users spend more time browsing and pay more attention to content closer to the top of the page. The home page information flow occupies the prime position on the home page of the app, making it easier for users to pay attention to it.

Feature 3: Native, non-intrusive and unnoticeable advertising content push

As hard advertising increases, users' resistance to advertising is also rising. Users are tired of being interrupted, disturbed and "marketed to", and the silent information flow advertising is doing just that: reducing the intrusiveness of advertising and increasing user click-through conversions.

Advertisements are inserted into the information and social scenarios that users browse on a daily basis. The advertising materials and presentation methods are consistent with ordinary content, and change with the user's refresh behavior. They are integrated into the user's life in an imperceptible and highly relevant way. The more realistic significance it brings to advertisers is that advertising becomes a part of content consumption without them realizing it, and influences users subtly.

At the same time, advertisers can control the frequency of advertisement appearance for the same user on multiple media platforms in QQ advertising. Therefore, advertisers, with limited budgets, control the frequency of ad exposure to independent users in order to maximize the reach of independent users and achieve efficient and precise delivery.

Feature 4: Rich gameplay encourages users to click and convert

Most information flow ads are in the form of pictures and texts (mostly large pictures/three pictures/small pictures) or videos. In addition to the above product advantages and capabilities, the homepage information flow ads also have a variety of creative forms and gameplay to encourage users to click and convert.

Qzone – Brand Card

Brand card is a unique form of advertising in the dynamic information flow of QQ space friends, which is used to enhance users' awareness and favorability of the brand:

1.Bar

Bars customized by advertisers to enhance brand exclusivity

2. Call nickname

The copywriting can use the user's nickname to increase the user's impression of the brand through a friendly user experience

3. Personality Like

When a user likes an ad, a personalized brand-specific "Like" icon appears. Interesting likes help advertisers improve brand favorability and user engagement.

Browser: Panoramic Ads

Panoramic advertising uses the gyroscope to allow users to view different areas in 360° when they rotate their phones. Through interactive immersive advertising, products and environments can be realistically reproduced. The panoramic interactive experience effect increases the attractiveness of advertisements, allows potential users to have a more intuitive understanding, prolongs user stay time, and creates a new level of connection with the brand.

3. Cases and Operation Tips

QQ Ads has selected some excellent cases. Let’s take a look at how these brands play with the homepage information flow:

▼Alps: Spreading celebrity endorsements and making good use of the fan effect

Alps cleverly used celebrity spokespersons to help the advertisement spread rapidly, and chose QQ space, which is a popular platform for star chasing and interaction, as the delivery scenario, matched the celebrity fan population package, and combined with lookalike targeting to expand the audience, cleverly reach celebrity fans, enhance user memory of the target population, and increase click-through interaction rate.

Tips: According to QQ advertising data, the conversion rate of celebrity endorsement video materials is 20%+ higher than that of ordinary e-commerce. Make good use of the fan effect and use celebrity spokespersons to deepen communication with target users.

▼beats: Brand ✖ scene ✖ material, the three elements complement each other

Beats chose QQ space where the new generation gathers to launch the ad in order to highlight its trendy and cool brand characteristics. In terms of materials, the bold and eye-catching red Chinese-style materials echo the brand logo and the main color of the new product, and cooperate with the dynamic information flow of friends to create new ideas in social scenes, spread the brand's youthful and personalized concepts, and deepen the user's impression.

Tips: Young brand x young crowd x trendy and creative materials to release the charm of brand advertising. Put the right ads in front of the right people to increase conversion rates.

▼Shiseido Pomi: unique brand customization, diverse interactive gameplay

Bomei chose the interactive gameplay of QQ space brand page card and personalized likes, and created in-depth communication between the brand and users through customized icons of personalized likes, calling user nicknames, and customized bar strips in advertising positions. And with just one click, you can forward, comment and like the post on QQ space, creating secondary dissemination in social scenarios.

Tips: Choose interesting advertising formats and call out user nicknames. Users can like, forward, comment, etc., making brand interactions more diverse and giving the brand a personality in advertising interactions.

▼New Zealand Tourism Board: Blockbuster material attracts attention, and massive user exposure under high traffic

The New Zealand Tourism Board relies on QQ Kandian to cover hundreds of millions of high-quality users, and cooperates with targeted population packages to reach high-quality potential users. The outer layer of the advertisement uses video frames with beautiful scenery, which makes it more natively integrated into the information flow and easier to attract user clicks. With the video pinning + landing page format, users can swipe left and right when watching the video to maximize the brand information.

Tips: High-quality blockbuster materials interpret brand characteristics, and advertisements seem to be exquisite content, arousing users' desire to watch. Select media platforms with abundant traffic to place ads and build market visibility.

▼ LANEIGE: Using AR capabilities to close the loop of gameplay under the same media

In the information flow advertisement of LANEIGE on QQ Kandian, the camera function of QQ was called to jump to the QQ-AR scanning gesture. Customized gameplay achieves traffic diversion from multiple advertising spots on the same media platform, creating a deep closed loop of gameplay. At the same time, multi-level dual touch and multiple scenarios work together to give voice to the brand.

Tips: While implementing AR cooperation with brands on QQ, cooperate with information flow advertising to expose the gameplay again and reach the user's mind twice. AR advertising and information flow advertising can achieve the effect of 1+1>2.

▼ Huawei Honor 10 Youth Edition: New product launch, ensuring big day buzz on the day of launch

During the launch of the Honor 10 Youth Edition, we chose to run QQ browser ads. In the news scene, the launch information of the new phone appeared, completing the brand penetration in a subtle way. By utilizing the browser scene attributes of 70% of male users, we can reach the target population more accurately and improve conversion effects.

Tips: According to QQ advertising data, the traffic growth rate during holidays is as high as 20%-30%. The launch of the new Honor 10 happened to coincide with a holiday, so advertisers placed contracts and locked in quantity in advance to ensure brand exposure.

▼Chevrolet: Title text with numbers and scenes, the advertisement seems to be news

During the peak car sales season, Chevrolet seized the consumer trend of buying a new car during the New Year in QQ Browser, taking advantage of people's sensitivity to numbers and using "down payment as low as 1111, new car trend during the New Year" as the core, which appeared simultaneously in the advertisement title and picture screen. The same advertising slogan, double reminder, strengthens the user impression.

Tips: Automobile clients grasp the information scene + the browser media attributes that are mostly male, and use numbers and scene titles to grab users' attention. Advertisements with large graphics and text appear like a piece of news in the information flow.

The information flow ads on the QQ advertising homepage, while accurately targeting the target audience, quickly grab attention with a natural and gentle native posture but a highly eye-catching visual experience, and effectively convey brand information. The massive exposure and efficient interaction it can bring gives it ample room to play in different marketing goals.

Information flow advertising: http://www.iqingua.com/fuwu/

Source: Tencent Social Advertising