2018 Mobile Video Information Stream Advertising Value Research Report

As mobile video consumption becomes more and more mainstream, "video advertising" is an irreversible trend. Short videos have become the second half of mobile marketing , and the era of mobile video information flow advertising has arrived.

Toutiao and Miaozhen jointly released the "Mobile Video Information Stream Advertising Value Research Report", which detailed the current situation, characteristics, value and unique marketing system of mobile video information stream advertising.

1. The era of mobile video information flow is coming

1. The number of monthly active users of mobile information media is nearly 560 million, and the average monthly pre-tax income per person is as high as 8,850 yuan, which shows strong consumption capacity.

According to QUEST MOBILE TRUTH data in September 2017, the number of monthly active users of mobile information media reached nearly 560 million, a year-on-year increase of 15.3% among mobile industry segments (non- tools ), making it the fastest growing platform and a large-scale traffic portal.

According to Miaozhen’s online survey of netizens in July 2017 (N=1000), the average age of mobile information users is 33.5 years old, 85% are married, and the majority are male. They have strong spending power, with an average monthly pre-tax income of 8,850 yuan.

2. The market size and advertising traffic of mobile video information flow advertising are growing rapidly, becoming a new blue ocean of advertising value in the mobile video field

2. Features of mobile video information flow advertising: native, accurate, and diverse

1. Native content: Video information flow ads are disseminated in a visual form, which can subtly enhance audience acceptance and optimize user experience , thereby effectively influencing audience cognition, preference and purchasing intention of ads.

2. Precision push: Apply precise user portraits to different marketing scenarios, that is, distribute precisely according to user behavior, interests, time, location and other situations, so as to achieve higher precision and thus improve conversion .

3. Diversified marketing: It not only provides a variety of advertising styles and multiple billing models, but also has secondary communication value such as sharing, liking and commenting, realizing remarketing and meeting advertisers' needs for various marketing purposes.

Based on three core features, mobile video information flow advertising can deeply transform the marketing funnel, not only helping to build brand awareness, but also deepening brand memory and cultivating brand favorability, ultimately achieving brand marketing goals.

3. The value of mobile video information flow advertising

According to Miaozhen's 2017 basic survey on audience's all-media contact habits, adding information media to mobile marketing can effectively maximize user coverage, and information + video media is the optimal media combination.

According to research, when information media placement accounts for 30% of total placement, the REACH value of integrated placement is the highest, achieving the best effect.

IV. Marketing system of mobile video information flow advertising

Advertising effectiveness is inseparable from the influence of three marketing elements: audience, reach, and content. Video information flow advertising can monitor each link in the user's advertising exposure path and conduct targeted evaluation of the resulting reach. Its evaluation indicators involve comprehensive evaluation of media value, form value, creative value and other aspects, covering all marketing elements.

As the size of the mobile information market continues to expand, the value of video information flow advertising has become increasingly prominent. The increasingly standardized evaluation system, large-scale user coverage and diversified marketing models indicate that it is moving towards independence and maturity, and a new trend is taking shape.

This article was compiled and published by @今头条广告服务平台 (Qinggua Media) by the author @Today’s Headlines Advertising Service Platform. Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century