Super complete! All the advertising strategies for 2018 are here!

(Report from @iResearch )

It is not difficult to see that the scale of the online advertising market has been growing at a rate of nearly hundreds of billions in recent years. In the past 2017, the keywords for online advertising were "intelligence" and "nativeness". Advertisers are becoming more familiar with how online advertising works, and advertising types are evolving along with the development of original advertising, with the boundary between advertising and content becoming increasingly blurred.

So what are the mainstream mobile programmatic advertising at present? What are the characteristics and advantages of different advertising forms? How should advertisers choose?

1. Information flow advertising

The most popular form of advertising at present. As the name suggests, these are advertisements that appear in the browsing feeds of social media users.

The main forms at present are:

1. Large picture mode

2. Three-picture mode

3. Picture stitching mode

4. Nine-picture model

5. Advertising in the Comments Section

6. Ribbon Ads

7. Video Mode

Advantages:

1. It has little interference to users, provides good user experience and has a high tolerance for ads;

2. The display forms are rich and varied, and can be well combined with creativity to form different gameplays. Compared with other advertising forms, it is more in line with the interests of modern people, easier to stimulate the initiative of the audience, and promote their acceptance, sharing and secondary dissemination;

3. In recent years, information flow advertising has become increasingly integrated with content, making it easier to evade ad blocking software, effectively increasing brand advertising rates and saving advertising budgets;

Pain points:

With the rise of information flow advertising, the crowd bonus has disappeared, and information flow advertising will increasingly test the creative content output of operators ;

Delivery suggestions:

1. Focus on scenario-based marketing. In addition to taking advantage of the basic advantages of accurate positioning of information-based advertising, it is necessary to design materials that are highly integrated with the scenario based on the audience's preferences, so as to ensure that the advertisements meet the needs of the audience and increase the attractiveness and click-through rate of the advertisements;

2. Content marketing is the key. How to stand out from the increasing number of advertisements depends on being "interesting" and able to attract the audience's attention. This is the game of creative content. At the same time, it should be noted that the materials and creativity should complement each other to avoid self-indulgence;

3. Make good use of landing pages to carry traffic . Landing pages are the key to carrying conversions . It is recommended that, under the premise of keeping in line with creative needs, heat map tools can be used to observe the behavior of users after they visit the landing page, to understand which content on the landing page attracts the audience's attention, so as to carry out targeted optimization and improve conversion rates .

Recommended Platforms:

News and social apps.

Such as: Weibo, Zhihu, QQ, WeChat , Toutiao , Momo , Meitu , Douyin , Kuaishou , etc.

2. Banner Ads

The main display form is banner advertising. It usually appears at the top or bottom of the APP interface, and can be in the form of pictures, scrolling pictures, GIF pictures, and text links.

Advantages: 1. Less interference to the audience;

2. The production is relatively simple;

3. Low bidding cost;

Pain points:

1. Due to the relatively simple display format and insufficient display position, it is easy to be ignored by users;

2. If the orientation is not accurate or the display is rough, it will easily affect the user experience;

Delivery suggestions:

1. Pay attention to the matching of copy and pictures. Due to limited display space, pay special attention to details such as clear theme, prominent selling points, and color coordination;

2. Choose the right size. According to data, sizes such as 320*50 and 640*100 are the best. However, the specifics will depend on the specific brand being invested;

3. Dynamic banners are better than static ones. Note that the dynamic effect should be simple and catchy but not distract from the main message of the advertisement.

Recommended Platforms:

Most platforms have banner advertising space ; it is common for general tool apps (weather, games , reading, etc.) to use bottom banners.

Interstitial Ads

It usually pops up when the game application is paused, passed a level, or exited, preventing the user from having a normal experience of the application. The user can choose to click or ignore it. The main forms of expression are static images or GIF images.

Advantages:

1. Large size, more eye-catching;

2. The attention is more focused, and the click rate is higher than that of banner;

Pain points:

It is easy to cause delays and waste advertising budget;

Delivery suggestions:

1. The ad size should be equal to or larger than half of the mobile phone screen. The sizes can be 600*600, 600*500, etc.

2. Pay attention to the coordination with the application;

Recommended platform: Generally, game and video apps are the most commonly used media types for interstitial ads.

3. Splash screen ads

The splash screen ad appears when the APP is launched, and is generally displayed full screen for 3-5 seconds (you can also choose to skip it). The usual presentation forms are: pictures, short videos or Flash, etc.

Advantages:

1. Little user interference;

2. The “golden 5 seconds” of app opening can enhance brand memory;

3. Generally speaking, splash screen ads are more beautifully made, which can enhance user recognition;

Pain points:

1. The price is relatively high;

2. The material review is relatively stricter;

Delivery suggestions:

1. If the promotion budget is limited, it is not recommended to place splash screen ads on popular apps;

2. Pay attention to the appropriate material size, which is generally 640*960 or 720*1280, etc., and it needs to be submitted for review in advance;

Recommended Platforms:

Most apps have splash screen ads, such as Weibo, Meitu, Tmall , Moji Weather , Sohu News , and Mayu .

4. Video patch ads

The advertisement is in the form of video, which is generally divided into pre-post (ads that appear before the video plays), mid-post (ads that appear in the middle of the video), and post-post (ads that appear at the end of the video), and the duration is 5s, 15s, 30s, 60s or even longer.

Advantages:

1. The video presentation format makes the advertisement more impactful and memorable;

2. High-quality media resources and high-quality brand exposure;

Pain points:

1. The price is high;

2. Material production is more troublesome;

3. It may affect the user experience and even disgust the users;

4. It goes against the users’ fragmented time usage habits, and the exposure needs are difficult to guarantee;

Delivery suggestions:

1. Make the material as exquisite as possible to attract the user's attention and reduce the user's disgust;

2. It is not recommended to place video interstitial ads if the promotion budget is limited;

Recommended Platforms:

Most video platforms have channels for placing video interstitial ads. Such as: Youku, iQiyi , Sohu, Tencent Video , etc.

Conclusion

This is the end of the introduction to the practical content about advertising formats. It is recommended that advertisers choose advertising placements based on their own marketing goals. Only by choosing an advertising form that meets your own promotion requirements can you better achieve the fission effect.