I have compiled 20 types of advertising formats for media apps

Advertising is the main source of commercial revenue for media products, but users are dismissive of advertising. How to strike a good balance between advertising and user experience is another challenge for product managers. This article summarizes the common advertising formats of content media products on the market. On the one hand, it can provide product managers with a reference for product advertising format design; on the other hand, it can also help marketing, operations, sales and other personnel understand the advertising sales styles that can be achieved for media products.

The following is a summary of specific advertising formats:

1. Carousel/Focus Picture Ads

It appears in a fixed position in the carousel of the homepage channel. For example, if there are a maximum of 6 pictures in the carousel, the advertisement will appear in the third position and can display the large advertisement image and advertisement copy. As shown in the following figure:

Carousel ads can be expanded horizontally based on "channels". That is to say, all pages with "channels" can support ads in the Xth frame of the carousel when the carousel is launched. In extreme cases, it is also acceptable to have only one ad.

2. Start the ad when the computer is turned on

The loading page that appears when the computer is turned on usually lasts about 3 seconds and can be skipped. The displayed ads can be in the form of static images , dynamic images (GIF), or even Flash . Display ad sizes are also divided into full-screen display and partial display. As shown below

3. Information flow advertising

It usually appears in a fixed position in the information flow, and its display style is consistent with the common style of the information flow. The purpose is to prevent users from feeling hindered in reading and to increase the click-through rate of the advertisement. The basic information flow advertising display style is shown in the figure below:

3.1 Thumbnail Template Style

3.2 Three-image template style

3.3 Large Image Template Style

3.4 Video Template Style

The common practice of displaying video ads in the information flow is "automatically playing in silent mode under WIFI, and displaying the video cover image under non-WIFI, and then clicking to play"

The above information flow ads can also be horizontally expanded to multiple channels, and ads can be inserted and displayed in the information flow of each channel.

4. Article details page ads

Refers to displaying an advertisement image at the end of the article details page. The display position is as follows:

5. Related article ads on the article details page

It means that at the end of the article details page, a list of related articles will be displayed, in which an advertisement can be inserted. The position is generally fixed at a certain location , and the style is consistent with the article style, with or without pictures.

6. The default placeholder ad in the search bar

This advertisement is in the form of hidden advertisement. What can be sold is keyword display . The words are "Everyone is searching for XXX" and it appears as a placeholder in the search bar on the homepage. The form is as follows:

7. Search Hot Words Copywriting Ads

The advertisement appears on the default entry page of the search, and displays the set advertisement hot words in the " Search Hot Words " area. It is an explicit advertisement and will be marked with an "advertisement".

8. Special Advertisements

This form of advertising is implicit advertising, which can package the advertiser's advertising content into a special topic and present brand-related content through articles, news, photo albums, videos and other forms within the special topic. The specific style is the same as the existing special style.

9. Start pop-up ads

When some apps are launched for the first time, a masked floating image may pop up based on the background configuration, and users can click the cross to cancel it. This image can be displayed as an advertisement. As shown below:

It should be noted that the startup pop-up screen is essentially a display of online activities, so it is not recommended to place hard advertisements, but instead place advertising content related to the brand activity.

10. Bottom navigation skin ads

The bottom navigation button can be replaced with an icon based on a specific advertiser or a specific theme to reflect the advertiser's brand. For example, the following JD.com Baicaowei advertisement:

11. Top channel navigation corner advertisement

The top channel navigation can display the icon of a specific advertiser in the upper right corner of the text, as shown below:

12. Channel Banner Ads

It usually appears below the channel carousel and above the first information stream . It is displayed as a fixed banner image and can be clicked to jump to the secondary page. The general style is as shown in the figure below:

13. Icon in the lower right corner of the page

It usually appears in the lower right corner of the media app page. It can be a dynamic image or a static image, representing the brand image. Click to expand the secondary navigation entrance or directly enter the advertising page . As shown in the following figure:

14. Full-page skinning ads

Advertising brands exist in the form of App skins . Users can choose a specific skin. After applying the skin, the App's page style theme switches to a complete set of UI styles customized by the advertiser. For example, the theme skin provided by Tiantian Kuaibao for King of Glory :

Note: This form of advertising is too strong and is not suitable for brand display that is acceptable to the public. It is not recommended to add it at will and requires certain development costs.

15. Pull down to refresh the brand to reveal the ad

When you pull down to refresh the channels on the homepage, ads can be displayed in the pull-out area , as shown in the following figure:

16. Related photo album ads

The gallery adds the related gallery function, and displays advertisements in the last few blocks of the related gallery.

17. Related Video Ads

The video adds a related video function, and displays advertisements in the last block of related videos. As shown below

18. Banner ad at the top of the article details page

NetEase News will display a banner image at the top of the article body for specific articles. Such an image can also be used as a brand exposure display, similar to the following image:

19. Channel secondary entrance button advertisement

Appears above the first news in a channel's information stream. Click to jump to the secondary page , as shown below:

20. Floating ads on sharing pages

Click Share, and the pop-up sharing layer will reveal the ad style, as shown below:

Summarize

The above are the 20 types of media app advertising forms that the author has compiled. In addition, some interactive native content, such as topics, voting, activities , etc., can also be used for brand exposure in the form of advertising cooperation, and can also increase user awareness through interaction, with high user recognition, killing two birds with one stone. I believe there is still a lot to explore in this field. What do you think?

Mobile application product promotion service: APP promotion service Qinggua Media advertising

This article was compiled and published by @申悦(Qinggua Media). Please indicate the author information and source when reprinting! Site Map