Guide to information flow placement in 5 major industries: channel strategies, advertising formats, and creative routines are all included!

Generally speaking, all kinds of advertising formats such as graphic information flow , banner, splash screen, and interstitial screen are suitable for e-commerce advertisers to place ads. If the brand has sufficient budget, it can also choose video patch (front patch/middle patch/back patch) advertising format to improve the quality and effect of brand exposure.

As for the distribution channels, third parties such as Tencent, Alibaba , and Baidu have open ADX/SSP, large and medium-sized media such as Toutiao , NetEase, Sohu, iQiyi , and Momo have private ADX/SSP, and various vertical media such as Mayu , Dayima , and Baihe, regardless of their size, can all become options for e-commerce industry distribution.

But here is a special note from Meishujun: in actual advertising , e-commerce advertisers should still combine product attributes, target population characteristics, media target population matching, media overlap (that is, the overlap ratio of target populations between multimedia) and promotion budget, etc., to make a channel combination strategy that suits them, rather than "aim too high" or "make decisions based on assumptions." For example, if an e-commerce brand owner sells vertical products (such as baby diapers) and has a limited promotion budget, it is generally not recommended to choose high-quality advertising positions on top media, nor is it recommended to choose higher-priced advertising formats such as video stickers and splash screens, so as to avoid insufficient advertising volume. Instead, it is recommended to choose secondary advertising positions on top media, or choose vertical media with a high degree of overlap with the target population (for example, to promote baby diapers, you can choose female vertical media such as Mayu, Auntie, and Babytree ), so as to obtain the maximum advertising return with the least investment.

Creative gameplay guide:

1) For e-commerce advertising, the creative should have a clear theme (let consumers know what you are selling) and have a stimulating point (price stimulation, brand stimulation, celebrity stimulation, demand stimulation, etc.);

2) It is best to demonstrate the real effects of real-life models in real usage scenarios, so as to dispel consumers' concerns and improve advertising conversions;

3) Create multiple versions of materials and present them in a personalized way to reduce users’ boredom and increase the appeal of advertising.

The reason why we recommend advertisers in the gaming industry to choose graphic information flow advertising for promotion is that, on the one hand, compared with other forms of advertising, information flow advertising is less intrusive to users and is easier for them to accept; on the other hand, the current mainstream information flow advertising channels, such as news clients such as Toutiao, NetEase News, and Tencent News , mobile browsers such as UC and Baidu, and social apps such as Weibo, WeChat , and Momo, etc., cover traffic that is highly consistent with the target population of the gaming industry - that is, mainly 20-35 years old and office workers. Therefore, the above-mentioned and other news, social, and tool apps, if the traffic quantity and quality are good, can all be used as optional platforms for game industry advertisers to place graphic and text information flow ads .

2) Video information flow advertising

You can choose to place it on video media, such as iQiyi, Tencent Video , etc.; you can also choose to place it on non-video media (but supporting video advertising ), such as Toutiao, WeChat Moments , Weibo, Momo, etc.

Compared with static text and image information flow ads, video information flow ads display richer content, are more impactful and attractive, and are more likely to arouse the interest of game players and stimulate their conversion.

3) Short video information flow advertising

You can choose to distribute the content through channels such as Tik Tok , Kuaishou , and Meipai . On the one hand, short video information flow advertising is currently in a period of boom and bonus; on the other hand, such platforms have gathered a large number of young audiences who focus on novelty, fun, and entertainment, which is consistent with the tone of the gaming industry; at the same time, such media has strong social attributes, strong user interactivity, and is more willing to share, which may split the marketing effect of the gaming industry.

Creative gameplay guide:

1) Whether it is graphic, video, or short video information flow ads, they must be natively embedded, that is, the ads must be highly integrated with the contextual content that users are browsing, so as not to damage the user experience ;

2) Creative material should be closer to players’ interests and highlight the highlights. For example, you can use classic IP, celebrity endorsements, more immersive scenes, better picture quality and other means to demonstrate the playability and fun of the game and attract players to download it.

Advertisers in the automotive industry can choose well-known video apps such as iQiyi, Youku, Tencent Video, Sohu Video , and Mango TV to place advertisements. On the one hand, such media resources are high-quality and large in size, which can enhance brand image and exposure. On the other hand, video advertising combines sound and images, and the audience has a higher memory of the advertisement.

*Generally, video ads are purchased through PDB private programmatic direct transactions, which effectively manages the high-quality media advertising resources purchased by car brands, and better improves delivery efficiency and establishes brand image.

2) Splash screen ads

Most apps have splash screen ads. Advertisers in the automotive industry can run splash screen ads on vertical (automotive) apps, such as Autohome , Autohome, Sohu Auto, etc.; they can also run splash screen ads on non-vertical apps (it is recommended to choose top quality apps to improve brand image and tone).

3) Information flow advertising

It is recommended that brand owners give priority to placing information flow ads in automobile apps, such as Autohome, iCar, and Bitauto. Compared with other information flow platforms, automobile apps have a larger target audience (car lovers), and their browsing status is to obtain automobile-related information. Therefore, they have a stronger tolerance for advertising content and may even accept it with pleasure.

4) VR Advertising

Now more and more car brands are choosing to try VR advertising, such as BMW, Maserati, Kia, etc. Through the immersive VR environment, VR advertising can immerse the audience in a hyper-realistic story scene created by the brand, and also allow the audience to have a similar real-life on-site interactive experience with the brand, so as to better perceive the product size, performance, etc., thereby deepening the audience's brand experience and favorability and increasing the audience's desire to buy; in addition, through the VR programmatic advertising background detection and calculation of the audience's effective viewing and interaction level of the advertising content, it can also clearly understand which part of the product and which functions the audience is most interested in during the VR advertising experience, so as to optimize the advertisements and redirect marketing later.

If advertisers in the automotive industry want to try VR advertising, they can choose professional traffic platforms that provide VR advertising services, such as the HTC VIVE virtual reality (VR) programmatic advertising platform, to explore cooler and more attractive new marketing methods.

Creative gameplay guide:

1) Need to seize high-quality media resources and vertical (automobile) channels to maintain the brand’s core value and brand image;

2) It is necessary to continuously innovate marketing methods and embrace the latest marketing technologies (such as VR and AR ) to adapt to the trend of the times of youth, personalization, content and intelligence;

3) Advertising materials use IP riding, hot spots, emotional marketing (FAW Bestune’s “Let Love Go Home”) and other means to establish a sense of identity and resonance among the target audience, thereby better conveying the brand attitude and driving brand marketing .

In addition, interactive advertising is also a form of advertising that many advertisers in the financial industry are actively trying. It refers to using benefits (usually a small red envelope icon) as an advertising entrance. After the user clicks on this entrance, a variety of interesting interactive activities will be presented, such as a big turntable, smashing golden eggs, scratch cards, shaking dice, etc.; after the user actively participates in these activities, he will obtain welfare rewards such as cash deductions and interest rate coupons sent by the corresponding brand; if the user chooses to receive the reward, he will eventually jump to the brand advertising landing page , thus completing the entire advertising process. Interactive advertising can closely integrate advertising content with user interests and benefits, allowing the advertisement to ultimately reach users in the form of "monetary rewards" (coincident with the marketing concepts of financial brands such as P2P and credit cards), thereby "tempting" users to increase conversions; in addition, interactive advertising is rich in form and full of fun, which makes it easier to attract user attention and encourage interaction.

Creative gameplay guide:

1) Creative content for the financial industry should be closer to real life scenarios, so that users can have a sense of reality and involvement, thereby improving advertising effectiveness;

2) Use words and scene pictures that are more likely to resonate and tempt, such as saving money, buying a house, and red envelopes, to stimulate users' financial management needs;

3) Appropriate news- like headlines can be used to reduce users’ aversion to ads and attract them to click (be careful! If you are applying for a loan for the first time, you must pay attention to these matters!);

4) In addition, the financial industry has many restrictions and strict controls on channel placement. Brand owners should ensure that they have complete qualifications, their products are compliant and legal, and their materials must strictly prevent violations of the rules.

Creative gameplay guide:

1) Creative text directly hits the target audience's psychological commonality, that is, pain points (such as seeking knowledge, seeking promotion, seeking ability improvement, etc.), so as to weaken the characteristics of the advertisement and target users with demand;

2) Creative “segmentation” of text to make the ad more immersive and attractive. For example, segmented groups: essential professional skills for white-collar women...; segmented scenarios: learning English on the way to work...

3) It is best to use real-life scenes as examples for image creativity, so that the audience can associate and easily get involved, thereby improving advertising conversion.

In the actual marketing process, advertisers in various industries often find themselves in a dilemma about which delivery channels and which type of advertising formats to choose. But in fact, there are countless channels for mobile programmatic advertising and a variety of advertising formats. Advertisers can only achieve a better fission effect by combining their audience attributes, promotion goals, and budget standards to choose the most suitable promotion strategy for themselves.