Information flow advertising is on the rise, and new ways of Internet marketing are emerging in the era of self-media

In the past one or two years, with the rapid development of mobile Internet , a new marketing method has emerged and attracted widespread attention from many business owners. It is " information flow advertising ." The author believes that information flow advertising has only truly received widespread attention and praise in the era of the rise of self-media . It can also be said that it is a product of the self-media era and complements each other. Information flow advertising has become the main advertising method in major social channels due to its reliable "display", better " click-through rate " and higher " traffic monetization".

At present, information flow advertising has covered the vast majority of netizens. Information flow advertising is basically based on mobile Internet terminals. The simplest and most intuitive information flow advertising appears in the mobile APPs of major portals, such as Tencent News , Tiantian Express , Toutiao , Baidu News, NetEase News , Sohu News , Yidian Zixun and other mobile information APPs. According to a well-known domestic data agency, the number of mobile users has long exceeded that of PC users. Therefore, Internet companies, software companies, small and medium-sized enterprises, etc. have all transferred their advertising budgets to mobile devices, and information flow advertising has become their effective traffic channel. Today I would like to talk to you about information flow advertising.

The rise of information flow advertising is inevitable

In 2006, information flow ads first appeared on the Facebook platform, and it has been ten years since then. During this decade, innovative models such as interactive performance advertising have emerged. During this decade, from the golden age of the Internet to the subsequent migration to mobile Internet, information flow advertising has always evolved in line with changing trends.

If the biggest change in the past was the shift of information flow advertising platforms from the Internet to mobile Internet, then the current evolutionary trend is from relying on text information content platforms to short video content platforms. What is different from the past is that while information flow advertising is evolving again, other new advertising models have also emerged.

With the popularization and development of smart phones and mobile Internet, people have gradually adapted to this operation mode that uses touch as the main means of interaction. Although the information browsing scenario of the traditional Internet has evolved from turning pages back and forth to an "information flow" scenario in which up and down sliding operations are achieved by sliding the mouse wheel, it is ultimately not as natural as the direct sliding and touch operations on mobile terminal devices. Coupled with the existence of various information and social app products that occupy a lot of people's fragmented time, the strong rise of information flow advertising is also natural.

Information flow advertising is born out of mobile social networking. What is information flow advertising?

Feed ads, as the name suggests, are ads that appear in the updates of social media users’ friends. That is, promotional information is inserted into the friends' dynamics viewed by the user, and accurate recommendations are made based on the user's preferences according to the attributes of the social group. It first appeared on the social giant Facebook in 2006, followed by Twitter, Pinterest, Instagram, LinkedIn, as well as domestic social media such as QQ Space, Weibo and Renren, which also launched information flow ads. It is integrated into the information received by users in a very natural way, and has a high user reach rate.

Information flow ads are mainly displayed in the form of text, pictures and links, and are usually charged on a CPC (cost per click) basis or a CPM (cost per 1000 impressions ) basis.

Information flow advertising products have entered the "Warring States Period"

After two years of development, major Internet giants have flocked to self-media platforms , and the competition for users and content creators among self-media platforms has entered a white-hot stage. However, "information flow advertising" has become the core advertising product for monetization of various self-media platforms.

Last year, Baidu positioned content distribution as one of its core strategies. Baidu’s intention to seize the information flow advertising market through information flow products has actually been known to everyone for a long time. Baidu only started to integrate information flow on a large scale into its mobile Baidu app and other products in 2016. Less than half a year later, it had already started to put all information flow ads into it.

However, Toutiao's daily active users have reached two-thirds of Baidu Mobile's, and the online time has reached an astonishing 76 minutes. While its revenue was only RMB 1.5 billion in 2015, it reached RMB 6 billion in 2016, which is about one-tenth of Baidu's. The number of people in the sales team will double this year, possibly approaching 10,000, and a system similar to Baidu Phoenix Nest is also being planned and polished.

At almost the same time, Sina Weibo "happened" to be focusing on information flow. In fact, Sina Weibo has already had information flow for a long time, but it was still based on the relationship flow between people. What Weibo wants to focus on now is the interest flow based on hot spots.

Such a big piece of cake as information flow advertising has long been occupied by Tencent News and Tiantian Kuaibao of Tencent, Baidu Mobile of Baidu, UC Toutiao of Alibaba , the cutting-edge mobile information APP Jinri Toutiao and the APPs of many traditional portals, and the layout of information flow advertising products is being accelerated. This year, information flow advertising products are undoubtedly about to enter the "Warring States Period".

The information flow advertising war is on the verge of breaking out. As for how to tap into this gold mine of information flow advertising, it depends on how the major mobile information platforms create information flow advertising products that better meet the needs of corporate advertisers.

Several major information flow advertising products are similar but each has its own characteristics

Advertisements are appearing one after another in the news feeds of Tencent News, Sohu News, Sina News, Phoenix News , NetEase News, Toutiao, Yidian Zixun, UC Browser and other platforms. Today I will talk to you about the information flow ads of several popular platforms and discuss the features of their information flow ads.

Toutiao “Information Flow”: Toutiao advertising is a type of precision advertising based on big data , which can accurately push advertising information to interested users. At the same time, there are strong exposure advertisements such as opening screen, CPT and GD for brand enterprises. At the same time, Toutiao also has precise target audience advertising that combines brand and effect.

The specific advertising formats of Toutiao are:

1. The opening screen ads of Toutiao APP can be divided into static, dynamic and video ads , among which static and dynamic ads are divided into clickable and non-clickable types. There are 6 locations across the country, and 1 location that can be regionally targeted to provinces, provincial capitals, prefecture-level cities, etc.

2. CPT advertising is mainly for the recommended ads on the homepage of Toutiao, which is also the fourth position. A maximum of 4 ads can be sold each day. Nationwide launch.

3. GD ads are purchased-by-volume ads launched by Toutiao. The ad positions are the same as CPT ads, but they will be displayed after the CPT ads are displayed on the same day. The specific display order is 5th to 10th brushes.

4. Bidding advertising is a performance-based advertising launched by Toutiao for small and medium-sized enterprises. It serves based on performance and the advertisements will only be displayed to interested users. And it can be randomly displayed on all Toutiao channels.

5. Details page ads are ads that appear at the bottom of news and information articles in Toutiao. Ads can be targeted by article category, keywords , groups, etc., and the conversion rate is very high.

Baidu "Information Flow": Baidu information flow ads are native ads that are displayed in the information flow of Baidu platforms such as Baidu homepage, Baidu Tieba , Baidu mobile browser APP, etc.; with massive high-quality traffic and hundreds of millions of user groups, Baidu's big data, user demand orientation and intelligent delivery technologies can help your promotional information accurately reach high-potential users! Cooperate with Fengchao to upgrade marketing and comprehensively improve the effect!

Baidu information flow advertising rules:

A. Refresh method

Swipe up/down to view new data. Ads appear at the 7th position of each refresh. Ads may not appear every time you refresh.

B. Sales Method

Through CPC bidding, the ad is displayed based on the click-through rate, and the CPC is used for pricing.

Tencent "Information Flow": Tencent information flow advertising occupies three core traffic positions: Tencent News Client, Tiantian Kuaibao Client and WeChat Hot Articles. It is a native advertisement displayed in the form of information when users browse information. It has a good reading experience and occupies a high concentration of users' attention.

Tencent information flow advertising display format:

A. Large picture ads in information flow.

Advantages: massive images, super exposure, instant sharing, and integration of brand and effect;

B. Information flow news advertising.

Advantages: integrated into reading, natural, efficient, and instant sharing;

C. Large image ads on content pages.

Advantages: inertial reading, prime position, visual prominence, natural presentation;

D. Text link ads on content pages.

Advantages: habitual reading, prime location, concise, simple to make;

E. Large image advertisement on the comment page.

Advantages: lots of fun in commenting, love to comment and interact, prime location, visually prominent;

The best choice for grabbing mobile user information flow advertising

Today's mobile Internet users are holding their phones and either browsing information streams such as their Moments and news clients, or opening apps to participate in interactive activities and win prizes. In this case, new marketing scenarios emerge. A large number of users are attracted by online interactive activities within various apps, and ultimately win prizes by participating in the interactions. In this process, presenting the vouchers and physical objects provided by advertisers in the form of prizes has become a new advertising model.

The presentation of information flow advertising on information platforms is more in line with the concept of "advertising is content", or more precisely, advertising is information. At the same time, it also takes into account brand advertising and performance advertising, and is suitable for advertisers in a wider range of industries. Of course, this form is also more dependent on the channel personnel's ability to optimize delivery.

Of course, information flow advertising has become very mature today. Since current users are basically concentrated on a few major mobile Internet clients, corporate advertisers have to try new forms of information flow advertising in order to seize more users and traffic resources. On the one hand, current online marketing channel resources are limited; on the other hand, the low user conversion rate is also a major problem. Information flow advertising itself is a form of advertising based on personalized recommendations and user browsing behavior. For advertisers who have higher requirements for precision marketing, this new form of advertising is the best choice.

In fact, many advertisers may think that information flow advertising is somewhat similar to DSP advertising , alliance advertising, etc. In fact, information flow advertising has many differences from them. Currently, most information flow advertising is concentrated on information mobile clients, which can also be called information information flow advertising.

Summarize:

The birth of information flow advertising has also put forward new requirements for advertising . First, companies need to find marketing talents in this area. Secondly, companies need to understand more about the delivery rules and advertising requirements of information flow advertising platforms. Thirdly, companies’ evaluation of marketing effectiveness and control of marketing costs are also top priorities.

Therefore, in the delivery of information flow advertising , it is far from enough to reduce the CPC cost to a very low level, because our ultimate goal is to acquire enough effective users at the lowest cost, so we must also pay attention to CPA and user retention rate .

If you are a corporate marketing manager, you can consider trying new information flow advertising; if you are an advertising service provider, you can consider using information flow advertising as a new business growth point; if you are an advertising operator, you can try to learn the information flow advertising delivery rules and investment techniques of major self-media platforms.

Many people only know that information flow advertising is a good reading experience. In fact, behind an information flow advertising that "integrates brand and effect" is a series of core steps from creative material production, precise delivery, and effect optimization.

The kernel can truly achieve the delivery effect.

At least at present, information flow advertising is a very popular form of online marketing. Whether you are engaged in online advertising, SEO , SEM , online marketing, etc., you might as well try to learn more about new forms of online advertising. It will benefit you with no harm.

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

The author of this article is @幻影博客 and it is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting! Site Map