How to achieve the best ROI in Yidian Zixun information flow advertising?

Information flow advertising has become the new favorite of corporate advertising . According to industry insiders, in 2017, the budget invested by companies in the information flow channel may reach 20%, which is even comparable to the budget allocated to the search channel.

After reading this article, perhaps you will discover a new good channel. Even if you have already published Yidian Zixun , the story behind Yidian Zixun described in this article is also worth reading.

Cui Yao: Although both are positioned as personalized mobile news information products, Yidian Zixun is still quite different from its main competitors, which can be seen in the following five dimensions:

Figure 1 The difference between Yidian Zixun and competing products such as Toutiao, Tiantian Kuaibao, and Sohu Client

1. Product Dimension

The first is the accuracy of content recommendations. Yidian Zixun has the world's first interest engine technology, which helps us gain technical insights into users' individual characteristics, hardware data, and thumb behavior data such as clicks, swipes, and comments, so that we can portray an accurate user interest portrait and use this to calculate the probability of interest weight, thereby recommending content that users are truly interested in.

Figure 2 Yidian Zixun has the world's first interest engine technology

Secondly, Yidian Zixun integrates search and subscription functions based on recommendation, encouraging users to actively express their interests through search and subscription. Users can subscribe any keyword as an interest channel and obtain valuable information of interest at any time.

As of October 2016, Yidian Zixun already had 3.65 million long-tail channels, making it the media with the most segmented channels in the world. This has largely met users' needs for personalized information.

2. Content Dimension

Yidian News adopts the content mechanism of editor + self-media + copyright, advocating the transformation of public reading interest from excessive entertainment to more valuable interest reading.

In addition, with the joining of content-focused industry leaders such as Chen Tong and Wu Chenguang, Yidian Zixun will be more strict in content control and expansion, implement a complete content rating system, and strictly control the quality of news. All these indicate that Yidian Zixun will go longer and further.

3. Channel Dimension

In terms of channel promotion , Yidian Zixun differs from its competitors in that it adopts a flashing model for cheap mobile phones. Yidian Zixun has achieved massive growth in the number of users by reaching in-depth strategic cooperation with Xiaomi and OPPO and leveraging the omni-channel pre-installation of the two top mobile phone manufacturers.

As of October 2016, Yidian Zixun already had 48 million daily active users. According to data provided by third-party monitoring companies such as Digital Synopsys, Yidian Zixun has entered the top 3 of the domestic mobile news industry.

4. User Dimension

Yidian Zixun's users cover all industries, with young white-collar workers in the Internet industry as the core group. They have a good education level and consumption capacity. They are valuable people with complete career plans and ambition, which ensures that Yidian Zixun has a high marketing value.

5. Advertising and marketing service dimension

In terms of marketing services, we strive to create a pure advertising environment for users, focusing on users' reading experience and native integration of brand advertising. Under this premise, maximize the effectiveness of advertising.

In addition, Yidian Zixun has a professional mobile marketing team with an average marketing service experience of more than 5 years, which can create full-link and professional brand marketing services for users.

Cui Yao: Regarding population attributes, Yidian Zixun users currently mainly include three channels: OPPO pre-installed, Xiaomi pre-installed, and its own IOS and Android traffic . Users of different channels have different user portraits . The profile of Xiaomi users tends to be male, technology geeks, and tech geeks; while the proportion of young female users of OPPO is higher than the industry average.

The owned traffic includes both Android and IOS. Most of the users are elite white-collar workers in first- and second-tier cities, and users under the age of 30 account for 56.7%, with high consumption power and marketing value.

Figure 3: Yidian Zixun’s three major channels

About marketing benefits. We share a common bidding system with Xiaomi and OPPO. Our bidding system has just been online for a year and it will take some time to grow. At the same time, it is worth mentioning that Yidian Zixun's brand advertising sales and service team all come from professional advertising companies or well-known Internet companies. They have served many brand advertisers such as McDonald's, Audi , Durex, etc., and have professional customer demand control and marketing service awareness.

Cui Yao: At present, our major shareholder is Phoenix.com, followed by Xiaomi and OPPO. The three parties have a strategic partnership, but they still operate independently. Yidian Zixun is operated as a full brand. Xiaomi and OPPO bring us a large number of pre-installed volumes, which is a very important point in the strategic partnership.

Figure 4 Yidian Zixun has a strategic partnership with Phoenix.com, Xiaomi, and OPPO

In addition, OPPO has handed over all the commercial products of some of its own software to Yidian Zixun for sale. This means that in addition to selling its own product traffic, Yidian Zixun can also sell advertising resources including OPPO music, themes, reading, browsers and other products.

In early 2017, we also conducted an integrated marketing attempt for PepsiCo, selecting OPPO Game Center, software store, browser, news information and other system-level applications to link the opening screen, which achieved very good communication effects. This also means that Yidian Zixun is not just an information media. We are confident that we can provide such integrated marketing services to more customers, especially large fast-moving consumer goods brand customers.

Figure 5 Yidianzixun’s case study of OPPO’s multi-application linkage screen opening

Cui Yao: Currently, the industries with the largest investment are automobiles , finance and e-commerce , and the consumption of secondary e-commerce in e-commerce is very large. But I personally think that Yidian Zixun’s advertising resource consumption has not yet reached its best state, and there is still a lot of room for growth.

Figure 6: Industries that place advertisements on Yidianzixun

In addition, in addition to cooperating with leading e-commerce clients on performance-based advertising, we also tried many innovative cooperation models last year. For example, we created a secondary channel entrance for customers at the top position of a fixed entrance or specific channel, bringing more accurate traffic to the company.

Cui Yao: Based on the product attributes of the mobile terminal, Yidian Zixun has developed a series of innovative advertising products, including regular resources, special resources, and creative advertising resources based on OPPO software. Among them, information flow advertising is the most consumed form.

Among the regular resources, the first is the splash screen ads, which are divided into static splash screen images and video splash screen images, followed by information flow, including video information flow, large image information flow, group image information flow, small image information flow, and card-type information flow (card-type information flow: users can register on the information flow, shortening the time and distance for netizens and advertisers to respond), as well as Banner ads within article pages. These are the ad spaces that advertisers purchase more frequently.

Featured resources mainly include some special forms of advertising resources, such as topic PK, pop-up ads, pull-down to refresh ads, cross-channel precise joint investment, major event sponsorship, etc. OPPO-based creative advertisements cover system-level applications such as OPPO Store, Music, Weather, etc., and can realize lock screen customization, APP open screen joint investment and other services.

In addition to the regular and special resources just mentioned, Yidian Zixun, based on its own user big data system, can also provide advertisers with innovative marketing services such as data monitoring, programmatic creativity, and crowd tag targeting. It can even customize advertising resources based on the advertisers' own promotion needs.

Cui Yao: There are quite a lot of relatively mature cases. For a brand case, I can talk about the case of Yidian Zixun helping Audi activate its brand content. We chose an advertising combination for Audi that links the startup image to the information flow. When users click on Audi-related advertising information, the Audi A7 tag is added to their user data. The frequency of Audi A7-related articles appearing in the recommendation flow of such users increases, and in a short period of time, the reading rate of Audi A7-related articles on the Yidian Zixun platform doubles, activating brand content and making advertising a continuous model. This is also achieved based on personalized recommendations and smart tags, which is also an innovative model in the field of marketing.

Let me tell you another representative case. During the 2016 Rio Olympics, GAC Trumpchi launched the Trumpchi GS8. The brand concept of the new product is "Come to Conquer". In order to take advantage of the Rio Olympics, we first conducted label insights on relevant news and information during the Olympics, and then implanted GAC Trumpchi GS8 advertisements at the top and bottom of each Olympic article about conquest, victory and effort, so that users can better receive the brand's ideas while consuming such content information.

Let me give you an example of performance-based advertising: Airbnb. The client chose to run an ad in the form of a large picture in the information flow. By running a series of high-quality content such as "He actually booked a private island to propose to me", the client created a number of different scenarios that might happen in real life for users, inducing consumers to click. Consumers can directly jump to booking, ordering and other actions on the picture on the article details page. In the first stage of advertising, the number of user registrations and the number of booked rooms achieved very good results, which were dozens of times that of similar competing platforms.

Cui Yao: Smart Feeds is an innovative product concept we proposed. From the perspective of Internet advertising marketing development, the conversion rate of traditional banner ads in the mobile Internet era is very low.

In comparison, feed ads have better conversion and revenue effects. News Feeds is a streaming advertising format pioneered by Facebook and has become the main advertising format for Facebook's mobile revenue. Smart Feeds is a smarter product upgraded from News Feeds. Its intelligence is mainly reflected in three aspects:

First, the intelligence of tags. We have rich insights into user data tags, including not only user hardware tags, location tags, content consumption behavior tags, content form tags they pay attention to, etc.

Second, intelligent distribution. Yidian Zixun relies on its original interest engine technology to match content, services, products, and advertisements with user tags, and effectively distribute them through different forms such as local streams, video streams, and article pages, making advertisements more valuable.

Third, the style is intelligent. The information flow includes article mode, video mode, large picture mode, and audio mode. In the future, we will have more diverse and intelligent forms of information flow to achieve more effective communication with users.

Cui Yao: Innovation is the soul of an enterprise's progress. Yidian Zixun has been constantly innovating since its inception, and in 2017 we will make more attempts in innovative cooperation models.

For example, the big data integrated marketing model. We have made many attempts in this regard in 2016. Combined with Yidian Zixun's strong technical background, we help brands understand the potential interests and real-time dynamic needs of target users , thereby establishing an online and offline integrated data innovation cooperation model. In 2016, Yidian Zixun and Durex reached an in-depth data cooperation, created a number of big data-based marketing cases such as "China on the Bedside", and won heavyweight industry awards such as the 2016 China Advertising Great Wall Award - Interactive Creativity Gold Award. In 2017, we will make more attempts around big data integrated marketing.

Figure 7 Yidianzixun big data marketing case study “Durex: China on the bedside”

Second, we will pay more attention to the mobile video cooperation model. At present, short video content is highly readable in news apps. Users not only have the need to read pictures and text content, but are also keen on browsing short video content: a fun video, a concert video, or a movie clip.

Every user has his or her own unique interests. We will gather many vertical groups with segmented interests to fully explore the interest value of the target audience. We will also try to develop more forms of streaming media advertising to carry out targeted communication. In 2016, we have prepared to record a high-end automotive talk show "The Big Names Arrive". In the future, video columns in the fields of home, mother and baby , finance, etc. will also be launched one after another.

Third, mobile entertainment marketing model. Yidian Zixun platform has many channels related to celebrities, movies, games, etc., and has gathered many high-quality fan groups. In 2017, we will also develop more exclusive advertising products based on these resources, including entertainment native streams, entertainment channel co-construction and other products, to provide brands with a better entertainment marketing cooperation experience.

At the same time, it will also guide users to shift from content reading to subsequent conversions, such as the conversion of reading movie information to movie ticket booking, to achieve a marketing closed loop from content to consumption, making Yidian Zixun not only a content platform, but also a life portal.

From the company's perspective, the above three aspects are the key points that will be focused on in the market cooperation model in 2017.

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