Inventory | Characteristics of major information flow channels in 2018

Since the beginning of this year, super apps such as Bilibili , NetEase Cloud Music , Zuoyebang, Kuaishou , and Douyin have successively launched information flow advertising businesses. There are more and more information flow channels to choose from in the market. Understanding the characteristics of major information flow channels and selecting channels suitable for the delivery of their own products has become a compulsory course for all advertisers.

Today, based on my own experience in advertising, I have summarized the introduction, advantages and disadvantages of the mainstream information flow channels in 2018, as well as some advertising suggestions.

Tencent is the leader in the social networking industry. It was established the earliest and has huge traffic through its two super platforms, QQ and WeChat . It can be said that it basically covers all users on the Internet.

Its main advertising products include: Tencent Video , Tencent News , QQ Space and Browser , Mobile Native, QQ, WeChat Official Accounts , and Tiantian Express .

Advantages: large number of users, wide coverage, high user stickiness, suitable for brand promotion, concentration of young users, and support for oCPM model.

Disadvantages: Because it is a social platform, products that have anything to do with social media are generally not allowed.

Advertising suggestions: Identify the user group of your product, clarify the product tone, and target the target group.

Weibo's " Fanstong " is a marketing product that accurately delivers corporate advertisements to fans and potential fans based on user attributes and social relationships. Because the advertisements delivered have all the functions of ordinary Weibo, such as forwarding, commenting, collecting, and liking, secondary dissemination of the advertisements can be achieved. This will significantly increase advertising conversion rates .

User characteristics: active group, relatively young, mostly female users , easily influenced by public opinion, gossip

Advantages: You can specify the user group that interacts with blog posts and daily life. At the same time, the proportion of daily active users on mobile terminals reaches 91%. It can be flexibly used in various forms such as blog posts, applications, accounts, videos, pictures and texts, and nine-square grids , and native communication can be achieved through mobile social networking!

Disadvantages: High cost and requires high maintenance cost.

Advertising suggestions: It is recommended to use lifestyle products (e.g. food, clothing, etc.), regional products (e.g. photography, etc.), games , apps, etc. The advertising content should be unique to increase the interaction rate.

Sina Performance Advertising is an advertising marketing system under Sina that charges based on performance, mainly including the advertising trading platform SAX and the advertising delivery platform Fuyi.

Main traffic sources: Sina News app, Sina.com WAP traffic and alliance traffic

User characteristics: Most users are male, older, and have a higher level of education

Advantages: Users are relatively older and have strong purchasing power.

Advertising suggestions: Most of them are male, so you can advertise stocks, finance, games, cars , male health, etc.

With the revision of Sogou and Baidu's investment in technology and traffic in information flow advertising, the performance of Baidu's information flow is getting better and better, integrating the resources of Sogou, Baidu Tieba and Baidu Browser .

Its main products: Baidu Mobile, Baidu Tieba , Baidu Mobile Browser

Advantages: It has a search basis, more accurate keyword targeting, and can target forums

Disadvantages: The delivery system is similar to SEM, the delivery operation is more complicated, and the traffic and cost are relatively unstable

Advertising suggestions: With a wide user coverage, most products are suitable for advertising. With search advertising , you can better reach the target users.

Toutiao is a recommendation engine product based on data mining and is still one of the largest information flow advertising platforms.

Main advertising products: Toutiao, Xigua Video, Huoshan Video , Douyin, Pangolin

User characteristics: Wide range of groups, mostly in second-tier and third-tier cities and below

Advantages: mature algorithm, sophisticated targeting options, support for oCPM model, Douyin short video advertising format is novel and has good effects

Disadvantages: High cost of headline news flow

Advertising suggestions: Finance , life, games, apps, etc. Try oCPM bidding. Douyin has a lower cost.

The UC Headline Advertising Platform focuses on information flow advertising based on big data analysis of user interest tags. The UC Headline Advertising Platform comprehensively helps advertisers to push service and product information to the 500 million+ UC browser users more accurately and effectively. Young users are under 35 years old, accounting for 83%, and users in first- and second-tier cities account for more than 60%.

User characteristics: After all, it is backed by Alibaba 's big data , with a wide range of users and a younger demographic

Advantages: Long ad titles , close to native

Disadvantages: "Shock" party, "headline" party

Advertising suggestions: The advertising materials and content should be consistent with the tone of UC . It is recommended to advertise games, life, and entertainment products.

The main video platforms are iQiyi , Tencent, and Youku.

User characteristics: Both iQiyi and Tencent tend to be younger and more trendy. Youku is more life-oriented, with some instant hot spots.

Advantages: Rich resources and a wide range of people

Advertising suggestions: You can promote brand awareness, strengthen it, or inform it of promotional information. Raising the bid to obtain high-quality traffic can sometimes improve ROI.

Meitu , the most well-known photo-taking app in China with a large number of users, has been looking for a better way to monetize. This year, Meitu entered the social field, added picture content information flow, and entered the field of information flow advertising.

User characteristics: Most users are young women with strong purchasing power

Advantages: It has a very high female user base, and the newly launched picture information flow is integrated into the native information flow, with strong consumption power.

Disadvantages: High cost

Advertising suggestions: Suitable for advertising products whose target users are women

Based on Momo's massive user data, the advertising engine intelligently matches the target audience, allowing merchants to have real-time conversations with users, develop new customers, and maintain old customers.

User characteristics: mainly those born in the 1980s and 1990s. Users aged 19 to 32 account for 85%, and the number of young people is very large. At the same time, the proportion of male users on Momo is relatively large, and most of Momo users are Android users. It can be said that Android users are the main users of Momo.

Advantages: High penetration rate in second- and third-tier cities, and great consumer potential

Advertising suggestions: Apps, games, finance, e-commerce , cosmetic surgery, etc.

Kuaishou, the national short video social app, has 130 million daily active users and high user stickiness. It officially launched the Kuaishou marketing platform on October 30.

User characteristics: Most users are from China's third- and fourth-tier cities and rural areas, and the age range of users is mainly between 12 and 35 years old

Advantages: Huge traffic, regional penetration advantages, covering the third- and fourth-tier traffic bonus areas; 80% of users are young, and there are a large number of sinking mid-level users;

Disadvantages: Advertisement review is relatively strict, and social and live broadcast related products are generally not allowed to be posted

Delivery suggestions: Based on interest and behavior targeting, use ocpb and o cpd for stable delivery

Bilibili is China's leading cultural community for young people and one of the favorite apps for young users aged 24 and under. As of the fourth quarter of 2017, Bilibili had 71.8 million monthly active users, with an average daily usage time of 76.3 minutes.

User characteristics: Users aged 0 to 17 are the absolute majority of Bilibili users, followed by users aged 18 to 24, and users aged 25 and above account for less than 10%. Among college and middle school students in Beijing, Shanghai and Guangzhou, more than 50% of them are Bilibili users.

Advantages: Young user groups gather, the largest ACG community, and users are very curious about new things

Advertising suggestions: Advertising materials should be in line with the style of the second dimension, suitable for young user groups and second dimension style products.

Zuoyebang is a leading product for online education for primary and secondary schools. By the end of 2017, its user base exceeded 300 million, with more than 70 million monthly active users.

User characteristics: The main users are primary and secondary school students, most of whom are between 8 and 16 years old

Advantages: The user group is mainly primary and secondary school students, their parents and teachers.

Disadvantages: Traffic fluctuates greatly during summer and winter vacations and weekends, and gaming products are not available.

Advertising suggestions: Suitable for primary and secondary education, life and entertainment products.

If you need to place an advertisement, you can go to the official website of Qinggua Media: www.iqingua.com

Source: BD Home