up to date! Tencent social advertising traffic dynamics & internal testing case data

The golden September and silver October are the most headache-inducing periods for us optimizers. Today, Qingguajun will take you to look at the recent traffic trends of Tencent social advertising, so as to seize traffic opportunities earlier than your peers.

1. Focus on short video advertising resources

In addition to the common WeChat Moments video ads , Q series, OM ( Tiantian Kuaibao , Tencent News ) and alliance ads have also gradually supported video ad formats and styles. They share the same traffic pool as previous static images and texts, and all support the OCPM delivery mode.

2. Recent Traffic Changes of WeChat Ads

WeChat advertising has undergone several major changes recently:

1. All mini-game incentive video advertising resources are now available online. Currently, they are charged based on CPM and are delivered on WeChat MP.

2. The banner traffic of the mini program has been expanded, and a new large picture (960*334px) advertising style has been added, fully supporting oCPA;

3. The advertising resource flow in the official account has also been expanded. In addition to supporting only mini programs and H5 in the past, a new style of official account attention promotion has been added, and full support for oCPA (50 conversions in 3 days will get the permission, no additional application is required). Aiqijun reminds you that if you are an advertiser doing official account fan promotion, you can pay attention to this resource;

4. The MP delivery end fully supports the Fengye e-commerce system, and only supports the promotion of e-commerce products;

5. Moments ads fully support the delivery of mini-program landing pages . Conventional ads support jumping to mini-programs from native promotion pages and text links, while card ads support directly clicking on the outer creative to jump to mini-programs.

3. OM resource flow dynamics

OM’s traffic resources include Tencent News, Tiantian Express and Tencent Video , and the traffic has begun to expand in mid-May this year and is still in its bonus period.

Tencent News:

1) Large image resources are currently in the internal testing stage and are not fully available. High-quality merchants can apply for the whitelist;

2) Video advertising styles are also whitelisted.

3) The traffic inventory of small pictures has been expanded by more than 20 million;

4) The plug-in’s end-of-article advertisements are whitelisted, with a current internal test ROI>3 and over 200 million exposures;

Daily Express:

1) Traffic in first- and second-tier cities is currently in the white-name access stage;

2) Expanding the flow of accompanying advertisements at the bottom of immersive video streams;

Tencent Video:

1) Tencent Video large image whitelist internal testing, whitelist access;

2) The remaining focus images and splash screens are connected, and the detail pages also begin to access advertising resources.

4. Recent traffic trends of QQ

Mobile QQ:

1) The original weather content banner in QQ Weather has been changed to a video + graphic advertisement; and the weather content banner has been moved down between the "Today's Fortune" and "Almanac" modules;

2) QQ Shopping has added a new “dynamic label” style and will start supporting OCPM from mid-October.

Browser :

1) The homepage traffic increased, with the overall traffic increasing by more than 30 million;

2) Open direct-operated e-commerce and whitelist access;

QQ Space:

1) The original space No. 7 was expanded, and the traffic increased by 50 million+;

2) Article 3 of the original space allows for the entry of direct-operated stores, and it is recommended that the product categories include women's clothing, skin care and cosmetics, and daily necessities with obvious gender preferences.

Note that whitelist injection qualifications:

1) R mark;

2) The sign-in rate of goods is higher than 70%;

3) Product quality and after-sales system are guaranteed, and random inspections are qualified;

4) The negative feedback and brand attributes of the material will also be taken into consideration for evaluation.

5) Leather shoes, tea, smart watches, precious metals, etc. are not allowed in the browser large image whitelist.

V. Case and Data Presentation

Case 1: Women's shoes

Case 2: Tea

Case 3: Beauty

Case 4: Digital home appliances

Case 5: Women's clothing

Well, the above is what I shared with you today about the recent changes in Tencent social advertising traffic and the cases of various resource placements for your reference.

Tencent social advertising : http://www.iqingua.com/12.html

Source: E. coli