WeChat has 6 major advertising types, and all of them support mini-program delivery!

From now on, all advertisements in the WeChat ecosystem support the delivery of mini programs !

The editor learned from exclusive channels that the video patch ads at the bottom of WeChat public account articles (hereinafter referred to as: bottom video ads ) and mutual selection ads now support the placement of mini programs. When creating an ad, advertisers can configure the promotional mini program as needed.

1. What are these two forms of advertising?

1. Bottom video ads

The video is 6 to 15 seconds long and is displayed at the bottom of the official account article, in the original Guangdiantong advertising position . Users can jump to the promotion page by clicking on the video area, the advertiser's avatar or name, or the "View Details" button.

Previously, only Guangdiantong (picture-based) ads at the end of our articles supported jumping to mini-programs. Now, not only pictures but also video ads support jumping to mini-programs. Advertisers can choose to promote my official account, my app, brand activities , as well as newly added promotional mini-programs.

2. Mutual selection advertising

What is mutual advertising? According to the official definition, it is a delivery model in which advertisers and traffic owners can freely reach advertising cooperation through mutual selection on the WeChat advertising platform, and the advertising creativity is presented in the official account articles.

It can be understood that advertisers (mini program companies) choose traffic owners (public accounts) that match their own brands to place advertisements based on their needs. However, traffic owners also have the right to choose whether to accept advertising based on the theme of the advertising content and their own fan experience.

The launch of these two mini program advertising types means two things:

1. WeChat Moments , mini programs, and public account systems all support the placement of video mini program ads;
2. At this point, all advertising landing pages within the WeChat ecosystem support the selection of mini programs.

Since video patch ads can carry more advertising creativity and provide more display space for brands, and videos are automatically played in silence under 4G/WIFI network conditions, the user experience is effectively improved. For mini programs, it means more exposure opportunities, more efficient conversion links, and more creative displays.

Mutual selection advertising provides traffic owners and advertisers with more choices and can be delivered accurately. After linking to mini programs, it can achieve conversion goals faster while not only exposing the brand.

2. 6 major advertising types, fully supporting mini-program delivery

At present, the WeChat ecosystem has six major advertising formats, including Moments ads , public account bottom ads, in-text ads, video patch ads, mutual selection ads, and mini-program ads .

What are the main scenarios for these advertisements? How do companies choose? We'll help you sort it out.

1. Moments ads: advertisers’ favorite form of advertising

Captain Ying conducted a survey on advertising agencies in the WeChat ecosystem. According to a leading WeChat advertising service provider, among all WeChat advertising formats, the most popular advertising type among advertisers is Moments advertising. Why are expensive Moments ads still the first choice of advertisers?

First, precise reach. Moments ads can accurately target product audiences and be delivered at fixed times and locations to achieve advertising accuracy;

Second, local promotion . For local businesses, the advertising scope can be narrowed down to the commercial areas around the store, which means that more refined regional targeted advertising exposure will have better effects and higher conversion rates;

Displaying the merchant’s geographic location information in the advertisement is one of the most core features of local promotion advertisements, and “local promotion” is very popular in Moments advertisements.

In order to increase the exposure of the new store and the number of customers visiting the store, Xishaoye Roujiamo Xizhimen store launched a "5-day free Roujiamo" campaign and chose to run local promotion ads in the circle of friends.

This advertising campaign not only accurately reaches the target users in the business district, but also uses the viewing details page to direct the interested audience to the promotion information page, thereby increasing the store conversion rate .

The click-through rate of the details of Xishaoye’s WeChat Moments ads reached 5%, and the reading cost was as low as 2.4 yuan. With an advertising investment of nearly 25,000 yuan, only 50,000 flyers could be printed in the past, but in return, as many as 290,000 potential customers were reached, and the average daily number of consumers in the store reached more than 1,700.

As for Moments advertising, it is more suitable for companies that want brand exposure and traffic conversion. WeChat has recently launched a "free placement" activity for merchants. As long as catering, offline retail, and beauty and apparel merchants meet the requirements, WeChat Pay will continue to give a certain amount of Moments advertising funds on a monthly basis. Local promotion ads in Moments only support bidding purchases .

2. Advertisements in the article: A strong dark horse in the WeChat public account advertisements

Currently, WeChat advertising is the newest form of advertising that has been publicly released. WeMall has revealed that this form of advertising has a very high opening rate.

The way it works is that when traffic owners choose in-text advertisements, they can choose advertisements that are similar to the content of the article so that users will not feel a sense of disconnection when reading.

MatchU Mini Program has successfully cooperated with WeMall, a WeChat advertising service provider. In the content e-commerce composed of advertisements + Mini Programs in the official account articles, in order to ensure that the advertisements appear in the tweets, which are both eye-catching and not abrupt, MatchU chooses high-quality items in terms of materials, and attracts consumers' attention with classic white shirts. "Specially designed for business men, private customized shirts, trial price 199" uses high cost-effectiveness to guide users to view details. Users can click to enter the mini program and complete customization and purchase directly online. Ultimately, this wave of promotion brought MatchU more than 3 million exposures.

This type of advertising is more suitable for e-commerce applets . Users can jump directly to the purchase page to complete the order. It should be noted that products without comparison are most likely to make users "buy". It is worth noting that businesses that place advertisements in the article must have an R certificate, which is a trademark registration certificate.

3. Public account bottom ads: one of the most advanced advertising forms in the WeChat ecosystem

The advertisements at the bottom of the official account were one of the earliest advertising locations on WeChat. It was previously called “Tencent Guangdiantong” advertisements and was launched in July 2014.

Since there are advertisements at the bottom of the official account, you can directly follow the official account, so it is more suitable for promoting content-based companies such as official accounts .

4. Video interstitial ads: Click-through rate is 4 times that of regular pictures

Origins teamed up with popular actor Song Weilong to promote the Brightening Cream, launching a video ad with bright colors and fast rhythm, which was displayed at the bottom of the official account article. The combination of celebrities and free application experience effectively extends the user's stay time, and the click-through rate is nearly 4 times that of regular pictures.

Previously, e-commerce companies could only choose JD external links as landing pages. Now, mini programs can be used as landing pages. Not only are they faster to load, but group buying, sharing and other gameplay can also be carried out simultaneously. Therefore, video patch ads are suitable for scenarios that meet e-commerce needs.

5. Mutual Selection Ads: A New Weapon for Post-article Ads in Public Accounts

Mutual selection advertising is a bit like the concept of a company designating a big V to promote the product, and it can only be placed within a public account. And when the traffic owner promises the advertising exposure , if the actual advertising exposure exceeds the promised exposure in the region, it will be settled according to the completion ratio, thereby effectively protecting the rights and interests of the advertiser. At present, mutual selection advertising has two characteristics:

①The picture display area becomes larger, with better display power;

②Support self-service delivery and mutual selection of advertising "ad recommendation" mode to support self-service delivery. Advertisers can easily view the cooperation information of traffic owners, efficiently reach advertising cooperation with multiple potential traffic owners, and improve advertising delivery efficiency.

BMW has selected more than ten public accounts related to automobiles , fashion, and travel for "advertising recommendation" cooperation. The brand slogan of “dare to act”, coupled with an attractive car finance package, received millions of impressions within two days, with an average click-through rate of about 6%.

6. Mini Program Ads: Social Fission + Magical Brainwashing

Since the opening of mini -games , the value of mini-program advertising has increased dramatically. Under WeChat's strict rules on "sharing" in games, video incentive ads that reward people for watching videos have become a must-have way to play mini-games. The gameplay mode of the mini-game is very simple and easy to use, making full use of users' fragmented time. Sometimes, a video ad can be watched more than 3 times within 10 minutes, which can have a magical brainwashing effect on users.

For example, in order to promote the App, the mobile game "My Mission" placed video incentive ads in the mini-game, displaying game ads in the mini-game scene. The scene was unified and coherent, and users were easily impressed and converted. Ultimately, "My Mission" attracted a large number of new users, with a registration cost of only 6 yuan.

App promotion, brand display, and product conversion are all more suitable for mini program advertising.

The rise of social e-commerce has built a 360-degree Internet consumption scenario for users, and mini programs have provided social e-commerce with high-quality lightweight tools .

As WeChat advertising fully supports the delivery of mini-programs, it provides brands with diversified traffic entrances if they want to retain users for a long time and build more sophisticated platforms. Some mini-program big names, such as "Youchehouhou", have used the mini-program capabilities to develop new advertising formats and improve the form of WeChat advertising.

WeChat ads can be placed alone or in combination , it all depends on how the company plans.

The author of this article @知晓程序 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games