Summary of the latest information flow advertising platforms in 2017

Feed ads are a form of advertising that is interspersed among the information that users want to read on social networks or online media. Its biggest advantage is that it “integrates advertisements into content”. For consumers who prefer soft products to hard products, they can unconsciously accept advertising information while browsing content, thus retaining the inherent user experience . At the same time, information flow advertising also has the advantages of effectively reducing interference to users, more accurately delivering to target customers, easily stimulating the audience's initiative, prompting and actively sharing, and simple operation! Today, Zhongliangji has compiled a list of the characteristics, user data and features of the mainstream information flow platforms in 2017.

1. Weibo Fans Channel

Weibo's "Fanstong" is a marketing product that widely delivers corporate advertisements to fans and potential fans based on user interests. At the same time, it has 7 major information flow advertising display formats. FansTong is a mature commercial channel and is currently a must-invest channel for most advertisers.

• User characteristics: Active group, relatively young
• Advantages: You can specify the user group that interacts with blog posts and daily life. At the same time, the proportion of daily active users on mobile terminals reaches 91%. It can be flexibly used in various forms such as blog posts, applications, accounts, videos, pictures and texts, and nine-square grids , and native communication can be achieved through mobile social networking !
• Disadvantages: high cost and uncontrollable traffic .

2. Sina Fuyi

Xinlangfuyi is a precision advertising platform based on data insights and dominated by programmatic buying. Better advertising effects are achieved through data insights, precise targeting and other means. In addition to Sina News APP and wap traffic, it also includes some traffic alliance APPs.

• User characteristics: The group is relatively concentrated, mostly male, and more likely to have higher education
• Advantages: Hundreds of resource positions, covering more than 100 core high-quality resources, with a total daily exposure of up to 600 million, an average daily PV of 250 million, multiple terminals and multiple platforms, opening up a new world of performance advertising.
• Disadvantages: Cannot choose APP or channel delivery

3. Toutiao

Toutiao is a recommendation engine product based on data mining. It is one of the fastest growing product services in the domestic Internet field and is currently the largest information flow platform. Supports jumping to H5 pages and one-click downloading of APP.

• User characteristics: Wide range of groups, concentrated in second-tier and third-tier cities and below
• Advantages: mature algorithm, keyword targeting, convenient mobile website building, and support for CPA. Users use the app for more than 76 minutes a day. At the same time, the app can be promoted quickly within 5 seconds to lock in target users , and the user model can be updated within 10 seconds to push the right ads to the right users.
• Disadvantages: Under normal circumstances, don't vote for jokes with connotations.

4. Tencent Zhihui push

It is an information flow advertisement based on Tencent Weibo platform, including Tencent.com (average daily PV reaches 930 million), Tencent Video , and Tiantian Kuaibao resources.

• User characteristics: Wide range of users, with a high proportion of IOS users
• Advantages: Rich resources, precise target customer positioning, and profit from careful calculations. Hard advertising exposure + soft advertising placement, advertising results can be achieved faster!
• Disadvantages: high cost, immature algorithm

5. Tencent Social Advertising

It includes many resources such as WeChat Moments , official accounts , QQ Space, browsers , etc., basically covering all users on the Internet. With the two super apps WeChat and QQ, the traffic is huge.

• Advantages: It is the No. 1 social application with wide coverage, high daily activity, high user stickiness, and is suitable for brand promotion.
• Disadvantages: The review of advertising materials in Moments is strict and the price is too expensive, and there are many brands competing with you for the volume.

6. Baidu Information Flow

It is a native advertisement that is displayed in the information flow of Baidu platforms such as Baidu homepage, Baidu Tieba , Baidu mobile browser APP, etc., and has a wide user base.

• Advantages: search foundation, keyword targeting, and can target forums
• Disadvantages: Most advertisers convert through search, so the SEM mindset is rigid.

7. Yidianzixun

It is an information application created by integrating intelligent recommendation technology with search engine technology, and imports original high-quality content from Phoenix.com.

• User characteristics: The group is relatively narrow, but it is backed by Phoenix News , and there are more male users
• Advantages: The channel is relatively new and can be directed to the channel
• Disadvantages: Immature in all aspects

8. UC Headlines

UC Headline Advertising Platform focuses on information flow advertising based on big data analysis of user interest tags. On the one hand, UC provides massive traffic resources, and on the other hand, Alimama provides professional advertising background and service support. Comprehensively help advertisers to promote service and product information to global UC Browser users more accurately and effectively.

• User characteristics: After all, it is backed by Alibaba's big data , with a wide range of users and a younger demographic
• Advantages: Long ad titles , close to native
• Disadvantages: " Shock" party, "title" party

9. Momo

Momo is a mobile social product based on location. Based on Momo's massive user data, the advertising engine intelligently matches the target audience, allowing merchants to have real-time conversations with users, develop new customers, and maintain old customers. It is mainly invested in industries such as APP, games , finance, e-commerce , and beauty and plastic surgery.

Advantages: With 300 million registered users, an average of 10 clicks per day, and 74.8 million monthly active users, it is China's top 1 LBS social advertising platform, and its ad click rate is more than 10 times higher than the industry average.