Mini Program Advertising Value Ranking: Game and Tool Mini Programs Dominate

In March 2018, mini program advertising was officially opened for internal testing, and all categories of mini programs can deliver advertisements . Subsequently, many brand mini programs opened mini program advertising. Recently, the third-party mini program development tool Jisu Application and AdMaster Technology Group's data intelligence technology provider nEqual that enables smart business and its WeChat mini program third-party data analysis tool and strategy jointly released the industry's first " WeChat Mini Program Advertising Value TOP100 List".

Among the top ten on the list, the first two are WeChat official main promotion mini -games Jump Jump and Starway Wegoing. Except for Xiaodian Charging and Have a Car, the rest of the positions are occupied by mini-games.

The top three mini-program categories in terms of advertising value are games, tools, and social networking , accounting for 25%, 24%, and 22%, respectively. Among the mini-programs that have opened advertising, games occupy the top spot. Relatively speaking, these three types of mini-programs do not have strong brand tendencies, and they leverage their own advantages to acquire a large number of users, becoming the preferred delivery scenarios for advertisers.

More than 60% of the mini programs on the list have opened mini program advertising. Among the ads that have been launched, the most common jump targets are mini programs, official accounts and H5 pages , but jumping to the APP download interface is extremely rare. Among them, the mini programs entered after the jump are mainly retail e-commerce mini programs.

1. Game mini-program advertising value list:

In the TOP10 game list, the mini-games are all casual games that attract users' fragmented attention. The top two mini-games belong to Tencent, and the rest are all knowledge quiz games. With the strong recommendation of WeChat, mini-games represented by Tencent and knowledge-based mini-games represented by popular games such as Guess the Idioms have been highly sought after by users, becoming a position with a high concentration of user traffic . Now that mini-games can open up to advertisements, they have become a battleground for advertisers to gain traffic. Among the mini-programs on the list, 9 have opened up to mini-program advertisements, with the fastest opening speed. In 2018, mini-games will open up faster and become the category most worthy of advertising and with the largest amount of advertising.

2. Tool-type mini-program advertising value list:

Among the TOP10 tool lists, more than 50% of the mini programs have accumulated millions of users, especially Xiaoshuimian and Yinian shared photo albums, which have more than 10 million users. Due to the lightweight application features of mini programs, tool-type mini programs became the first category to explode. And their number has always been the largest category among mini programs. At the same time, due to the practicality of mini programs themselves, they have also accumulated many continuous and high- retention users. Therefore, advertisers’ preference for tool-type mini programs is second only to mini games, and the speed of opening advertisements for tool-type mini programs is also close to that of mini games.

3. The ranking of advertising value of mini-programs in the category of life services:

In the TOP10 list of advertising value of mini-programs in the category of life services, Xiaodian, Chelai and Kuaibao100 Assistant ranked in the top three, among which Xiaodian and Chelai have already opened mini-program advertising . Among the top five mini-programs, three are related to sharing economy application scenarios. With the access of outlets in major shopping malls and the promotion of major Internet giants, shared economy mini-programs have accumulated a large user base. In the future, with the in-depth integration of mini programs and the sharing economy, sharing scenarios will become the scenarios that advertisers will compete to place ads in.

4. About the future direction of mini program advertising

Prediction 1: Mini Programs will become the main venue for WeChat social advertising

The gradual opening of mini-program advertising components marks the official entry of WeChat social advertising into the mini-program era. WeChat social advertising will gradually shift its focus to mini-programs. This type of social advertising that fully integrates online and offline activities may become dominant within the mini-program ecosystem.

Prediction 2: Mini Program advertising will become the main channel for most Mini Programs to monetize

2018 is an important period for mini programs to explore monetization models. The opening of mini program advertising has pointed out a new direction for its monetization path. Just like the official accounts in the past, these social advertisements within the mini program ecosystem will also become one of the main channels for most mini programs to monetize.

Prediction 3: Retail and e-commerce mini-programs will become the largest advertiser group

Mini program ads can directly jump to the page specified by the advertiser to quickly achieve user conversion . Retail e-commerce mini-programs that focus on high-frequency, low-value consumption will target this new traffic pool. It is expected that the advertising of retail e-commerce mini programs will enter a stage of explosive growth around the June 18th E-commerce Festival in 2018. By then, a large number of retail e-commerce mini-programs will begin to place advertisements, becoming the largest group of advertisers.

Prediction 4: Mini games are a good place to try out the latest advertising formats.

From the pedestal ads of Jump Jump to the mini-program ads and then to the incentive video ads that are currently being tested in grayscale, all of them started as pilot projects with small games and then extended to mini-programs of other categories. In 2018, mini-games will still be the first launch site for the latest advertising formats.

"The greatest value of mini program advertising is that it can perfectly connect the relationship network between advertisers and mini program developers, becoming the most direct way for mini programs to monetize," said Chen Junliang, founder of the mini program development tool Jisu Application. Based on this, when designing mini programs, developers can appropriately meet the needs of advertisers and adjust the mini program page modules to attract advertisers to place orders.

The author of this article @即速应用 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