Tutorial on Massive Engine Delivery | Delivery Positions and Traffic Audiences

Today I will introduce to you the various placements and traffic audiences of Massive Engine .

Massive engine placement & traffic audience

The placements that ByteDance can deliver ads on include: Toutiao, Douyin, Douyin Volcano Edition (Volcano Short Video), Xigua Video, and Pangolin. What are the differences in the advertising display style, material type, and coverage population of each placement? Let’s take a closer look below.

1) Toutiao

Everyone should be familiar with Toutiao, which is the consulting platform we usually visit.

Ad display location: APP homepage and details page

The homepage of the APP is where we enter Toutiao and see advertisements inserted in the middle of the titles of the news articles; the details page is where when we open an article or video, there will be an advertisement space at the bottom of the content.

Ad creative types: vertical video, horizontal video, horizontal large image, small image, group image

Vertical video is what we do on Toutiao AP

In P, you will often see some recommended small videos, which are embedded in the advertisements; horizontal videos are the advertisements displayed on the homepage and list pages, and their display positions are the same as those of large pictures; small pictures, large pictures, and picture groups are some of the more common advertisements.

Advertisement coverage: Covers all regions

The coverage of Toutiao advertisements is relatively broad, covering first-, second-, third- and fourth-tier cities.

2) Tik Tok

Everyone should be very familiar with Douyin. Now everyone will check Douyin when they have nothing to do.

Ad display location: In the APP

Its advertising position is displayed in the APP, and the advertising video will appear when you slide up and down to swipe the video.

Creative type: vertical video, horizontal video

Advertisement coverage: Covers all regions

When Douyin first started, it only covered young people in first- and second-tier cities, but after its expansion in 2020, its users began to move down to lower-tier cities, and now it covers a very large population, with people in third-, fourth-, and fifth-tier cities also using Douyin.

3) Tik Tok Volcano Edition

Ad display location: In the APP

Tik Tok Volcano

The location where the Bytedance Engine ads are displayed is similar to that of Tik Tok, and is displayed inside the APP.

Ad display style: vertical video and vertical large picture

Please note that there are no vertical videos in the Volcano version of Douyin, and it mainly features large vertical pictures.

Advertisement coverage: People in third- and fourth-tier cities (older age)

The audience of Douyin Volcano Edition is relatively lower-end than that of Douyin, mainly consisting of people from third-, fourth- and fifth-tier cities, and they are older people.

4) Xigua Video

Ad display location: In the APP

Xigua Video is a long video platform, and a part of its traffic is embedded in the Toutiao APP. When you open the Toutiao APP, there will be a Xigua Video below. Of course, Xigua Video also has its own APP.

Ad display style: horizontal video and horizontal large image

The display styles of Xigua Video's massive engine ads are mainly horizontal videos and large horizontal pictures, and most of them are 3-5 minutes long videos. There are even some movies being shown on Xigua.

Advertisement coverage: All regions are covered, and it is a long video platform

5) Pangolin

Advertisement display location: Cooperation platform

Pangolin actually belongs to ByteDance

ByteDance has its own media with cooperative traffic, such as Jimeng, Dongqiudi, and Dongchedi, as well as some other cooperative traffic. The traffic is huge, but the traffic is very mixed, with 60%-70% fake traffic.

Moreover, you cannot select the media for delivery when using Big Engine. You don’t know where your ad will be displayed, and the traffic is difficult to control.

Of course, Pangolin also has its own independent advertising platform. You need to open an account separately. After opening this exclusive backend, you can select the media and place ads separately.

Ad display styles: large picture, small picture, group picture, horizontal video, vertical video, open screen, incentive video

The display styles of the pangolins produced by ByteDance are very rich, with all kinds of them. Incentive videos are those video ads that often appear when playing games or reading novels, where you can enter the next level after watching the ad, or there are some other rewarding video ads.

Advertisement target group: The target group is relatively broad, covering people in all regions

How to choose different placements for Big Engine?

After understanding the display positions of the massive engine, we can choose the placements we need to deliver based on the target audience of our industry.

1) According to the required flow size

Generally speaking, we mainly target in-site traffic such as Toutiao, Douyin, Huoshan, and Xigua; while Pangolin belongs to off-site traffic, which is more mixed, so we generally do not target it.

If you need more traffic, you can place Pangolin. Of course, you can also place Pangolin in other places, but the quality of the traffic will be lower.

2) Based on the target audience

We can also choose Volcano Video based on the industry's audience, as the audience is generally older.

3) According to all the conditions of the material

In addition, you can also choose according to all the conditions of the material. For example, if you only have pictures, you can only choose the layout that can display the pictures.

The above is what I shared with you today about the massive engine placement and traffic audience.

To place ads on Massive Engine, please contact Qinggua Media official

Author: Houchang College

Source: Houchang College