One article to understand Toutiao advertising placement

" Toutiao " is a personalized recommendation engine product based on data mining technology. It recommends valuable and personalized information to users and provides new services that connect people and information. It is one of the fastest growing products in the domestic mobile Internet field.

Founded in 2012, Toutiao is a leader in new mobile media and currently has 270 million users.

The advantage of Toutiao lies in its unique technical algorithm. In addition to obtaining massive amounts of source information, its core technology is to use big data to accurately analyze the user's region, gender, age, hobbies, habits and what he or she is most concerned about at the moment.

As long as users use the Toutiao client, the system will continue to calculate "Who are you? What do you want?"

"The more we use it, the better we understand you" is exactly what we mean by constantly exploring users' potential needs to optimize advertising effects.

There are several characteristics of headline advertising :

First, the cumulative number of users;

As of October 2016, the total number of users reached 580 million, with over 63 million daily active users and 135 million monthly active users. The average daily activation times per person were approximately 9 times, and the average daily usage time per person was over 76 minutes.

Second, delivery based on user behavior analysis ;

Users can log in to Toutiao using WeChat , Weibo, QQ account or by registering a Toutiao account. Uncover interests based on their social behavior, reading behavior, geographic location, occupation, age, etc. Through social behavior analysis, user interests can be calculated in 5 seconds; through user behavior analysis, the user model can be updated within 10 seconds after each user action.

Third, real-time massive data recommendations;

Real-time recommendation, calculate recommendation results within 01 seconds, complete article extraction, mining, deduplication and classification within 3 seconds, calculate new user interest distribution within 5 seconds, and update user model within 10 seconds.

Fourth, accurately locate the spread of the population;

Automatically identify local news based on the user's city and accurately recommend it to local residents. It can automatically calculate and recommend information of interest to users based on their age, gender, occupation and other characteristics.

Fifth, natural language processing and image recognition;

Dozens to hundreds of high-dimensional features are extracted for each piece of information, and dimension, similarity calculation, clustering and other calculations are performed to remove duplicate information; the information is processed by machine classification, summary extraction, LDA topic analysis, information quality identification and other processes.

Sixth, recommendation engine based on machine learning;

Recommendations are made based on the degree of match between human characteristics, environmental characteristics, and article characteristics.

There are mainly the following forms of advertising on Toutiao :

1. Splash screen ads make it hard for everyone to escape

Toutiao has 270 million users, 25 million daily active users, and 32 million screen exposures.

The display time of the splash screen ad can be selected as 3 seconds or 4 seconds; it can be a still picture or a dynamic effect; you can click to enter a more detailed page, and you can also add a direct dial phone number, etc.

To optimize the advertising effect, the system will set it to run more than 2 hours after the user last opened the screen.

The cost of splash screen ads is calculated on a daily basis, and the prices vary depending on the country, province, or city.

2. Fixed position (CPT), my territory, my decision

"Toutiao" automatically pushes corresponding hot information to users in different regions. Fixed-position ads are displayed in the fourth place on the recommended homepage (fixed to appear in the first 4 refreshes), covering the whole country. CPT is exclusive and has strong exposure. The fee is calculated on a daily basis, which is very suitable for brand promotion, business opening, exhibition opening, new product launch, etc.

3. Bid by impression volume (CPM) to quickly reach users

"Toutiao" launched an advertising method that bids on impressions in units of thousands. This method is low-priced and has a wide coverage, with the cost per thousand impressions generally being only a dozen yuan.

CPM uses a bidding method, and the platform pushes targeted content based on set conditions such as region, age, gender, interests and hobbies. This model is very suitable for businesses that engage in displays, promotions, and investment promotion for mass consumption. By displaying and then guiding users to more detailed pages, the advertising yield rate can be greatly improved.

4. CPC (cost-per-click), only pay if there is an effect

In online advertising, the most commonly used methods are keyword bidding and click-through advertising. Users set target customers based on their own needs, and the system promotes and charges based on the actual number of clicks . This is the most effective precision delivery model.

Pay-per-click is more suitable for sales products, investment promotion and platform promotion businesses.

5. Personalized promotion, customers can choose freely

In addition to the above, Toutiao's advertising formats are also diverse, including " landing pages " that mainly display pictures, promotion methods that combine pictures and texts, promotion methods that use soft articles as text links, and support for APP downloads, direct phone calls, and other methods.

Here are some professional terms for advertising.

Ad Group: Ad Group is a large unit for managing advertising plans/ad creatives.

Advertising plan: A small unit for managing keywords/creatives.

Advertising creativity: the final form of advertising presentation, including creative materials, creative titles , additional creativity, application sources, etc.

Budget: Your planned spending for a specific ad group or campaign during a specific delivery period.

Bid: In auction advertising, the bid you set represents the maximum amount you are willing to pay for a click. Your actual bid is generally lower than the bid amount you set.

CPC: Billing is based on clicks, and each click is charged once (price for the first position = bid for the second position * estimated click-through rate for the second position / estimated click-through rate for the first position).

CPM: charged per thousand impressions, and charged once for every 1,000 impressions (second place bid).

Minimum bid: The lowest price estimated by the system based on the historical data of ad targeting criteria. The advertiser's bid should be higher than the minimum bid prompted by the system;

Run as fast as possible: Run your ad as quickly as possible.

Average delivery: Deliver at a uniform speed based on daily traffic .

Hourly delivery: Delivery is averaged out every hour based on budget and traffic.

Direct-to-app link: After clicking on the ad, you will be directed to the landing page specified by the advertiser’s ad within the app.

Chongge New Media helps customers to place advertisements on Toutiao. We can provide advertisers with accurate and high-quality targeted CPM, CPT, CPC advertising, and mobile promotion , as well as advertising promotion and account opening for major media, and advertising marketing consulting services. We focus on programmatic buying of advertising to help customers choose better media resources. Currently, we mainly involve commerce, medical care, education, 3C, food, real estate, fast-moving consumer goods, wedding and other industries. We provide advertising services nationwide, mainly engaged in advertising on mobile clients, and target surrounding prefecture-level cities to provide you with a broader sales space, expand channels , and increase corporate visibility.

Headline ads have many advantages. They can locate user characteristics based on their own big data , such as your approximate age group, topics you like to pay attention to, where you are, and what news content will attract you.

When delivering the content, precise push notifications are made based on the user’s characteristics. Financial services are pushed to people who like to read stock information; learning institutions are pushed to people who pay attention to educational news. When placing an ad, you can also set your own target audience. No matter what kind of person you want to vote for, there are labels for you to choose from.

In this way, the ads are basically pushed to potential users, rather than being randomly placed like traditional ads. Especially in terms of content creativity, the advertising copy must be adapted to different platforms. Therefore, the ads on Toutiao must be news-like. Professional companies can better control the production, which determines the conversion rate .

To place an advertisement on Toutiao, please contact Qinggua Media: http://www.iqingua.com/88.html

The author of this article @唐晓涵 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, information flow advertising, advertising platform