The most comprehensive guide to advertising and optimization for Baidu, Tencent, Toutiao, etc.! !

Some time ago, when Tu Zi was browsing the website, he saw that the scale of China's mobile programmatic display advertising in 2016 was 10.31 billion, an increase of 206.2% over 2015; it is expected that in the next three years, it will still maintain a relatively high growth rate.

The sheer size of the numbers scared the rabbit cubs. However, this also shows the importance of advertising. The commonly used forms of mobile programmatic advertising currently include: banner, interstitial, full screen, video patch, information flow , etc.

So, today, I will explain in detail: What are the characteristics and advantages of these different advertising forms? How should advertisers choose?

The most popular form of advertising at the moment.

Refers to the form of advertising interspersed with the content that users browse and read. Like news platforms, social platforms, browsers , etc. The main forms at present are:

1. Full picture format (more likely to appear in comments)

2. Text + small picture (picture on the left or right)

3. Text + picture (large picture, three pictures, nine-square grid , splicing)

1. Less interference to users, higher user experience and tolerance
2. It is easier to avoid ad blocking software, which invisibly increases brand exposure and saves advertising budget.
3. Compared with other forms of advertising, information flow is more in line with the interests of the public, and is more likely to stimulate the initiative of the audience, promoting their acceptance, sharing, and secondary dissemination.

As advertising becomes normalized and users lose their sense of novelty, the effect of its delivery is difficult to achieve as expected. In the future, advertisers’ creativity and choice of materials will be tested even more.

1. The material and the idea are consistent

Materials and creativity complement each other. Therefore, in creative writing, we must meet the needs of the crowd, be guided by factual data, and avoid being self-satisfied; in the selection of materials, we must be able to enhance the creative effect.

For example, in the picture below, the creative content is a face test. In terms of material selection, text such as skin age and score is used to echo the creative needs and enhance the creative effect.

2. The landing page can carry traffic

The landing page is the key to conversion . It is recommended that, while keeping in line with creative needs, heat map tools can be used to analyze the user's behavior after visiting the landing page, to understand which content on the landing page attracts the visitor's attention, and to perform targeted optimization to improve the conversion rate .

For example, the picture below is a heat map of a Google search box. From the picture, we can see that users’ eyes are more focused on the top left side, and the browsing method is from left to right, forming an F pattern. This is why ads appear at the top of the page.

3. Combine with the scene to make the advertisement “just right”

That is, on the basis of accurately positioning the target audience, it is necessary to design materials that are highly integrated with the scene according to the audience’s current time period, geographical location, weather conditions, usage (media) scenarios, etc., so as to ensure that the advertisement fits TA’s needs and improve the advertisement’s attractiveness and click-through rate !

For example, in the picture below, using " Beijing " as a creative entry point greatly improves the user's click rate and traffic accuracy.

4. “Targeted” rather than “misplaced”

That is, before launching, analyze the media tone, channel category, page content, etc., and then place the company's promotional information around highly relevant channel types and content.

News and social apps are the most commonly used media types for information flow advertising. For example, Toutiao , NetEase News , Weibo, WeChat , Momo , etc.

The main forms are: banner ads, flag ads, etc. It usually appears at the top or bottom of the APP interface, and can be in the form of static images, GIF images, text links, or animated images with multiple frames scrolling.

1. Less disruptive to the audience
2. Relatively simple to make
3. The bidding cost is relatively low

1. Easily ignored by the audience
2. If the design is rough or the targeting is not precise enough, it will easily affect the audience's online experience, resulting in a bad brand impression and waste of advertising costs.

1. Choose the right size

According to the data, sizes such as 320 50, 640 100 have the best effects. Of course, the specific situation depends on the demands of different APPs and different brands.

2. Perfect combination of copywriting and pictures

The advertisement mainly includes three elements: brand logo, value orientation (product selling point) and call to action . The coordination between these elements must have clear levels, clear themes, prominent selling points, coordinated colors, and of course, must conform to user browsing habits.

For example, in the picture below, the " BTC.com Mining Pool " brand logo is highlighted at the top, and the copy " Million Dollar Feast " is highlighted to attract users to click.

3. The file should not be too large

The file size should be smaller than 50-100KB, because users will scroll down directly after opening the page. If the file is too large, it will load slowly and may not be able to keep up with the user's "hand speed", making the ad unable to be seen.

4. Animation is the most effective way to attract users’ attention

Generally speaking, animated banners are better than static ones.

But please note :

a. Don’t let the animation distract from the main message of the ad;

b. The animation should be simple and elegant, not blinding;

c. If the last frame of the animation can be matched with the text of the call to action, the click effect will be better.

5. Coordinate with the page content

That is, banner ads must perfectly match the overall style of the page, the context style, and the content, and should complement each other. They should not rely on overly exaggerated or abrupt designs to attract attention. But at the same time, ads should not be overly integrated and difficult for users to identify.

For example, the picture below is an incorrect example. The advertising images are of low quality and the content is messy, not perfectly integrated with the page, giving users a good visual experience.

Most platforms have banner ads; generally, pure tool apps (weather, games , translation, reading, etc.) use bottom banners more often.

Generally, it pops up in half-screen or full-screen form when an application (mostly games and video applications) is paused, passed a level, jumped, or exited. The timing of the display cleverly avoids the user's normal experience of the application. Users can choose to click or ignore.

The main forms of expression are static images, GIF images, etc.

1. Large size and support for cool special effects, so the visual effect is better
2. The attention is more focused and the click-through rate is higher than that of Banner.

1. It is easy to cause delays and waste advertising budget
2. If the design is rough or the targeting is not precise enough, it will easily affect the audience's online experience and create a bad brand impression.

1. Coordinate with the application

That is, choose advertising borders, font colors, pictures, etc. that are relevant to the application to increase the attractiveness of the advertisement, reduce user interference, and thus achieve better advertising effects.

For example, in the picture below, the bottom uses a versatile white color, and black and red are used to highlight the contrast of the text.

2. Choose the most effective size

The ad size should be equal to or larger than half of the mobile phone screen. Sizes such as 600× 600, 600× 500, etc. can be designed.

Generally, game and video apps are the most commonly used media types for interstitial ads.

The splash screen ad appears when the APP starts loading, and is generally displayed in full screen for 3-5 seconds (some can be skipped). After the display is completed, it automatically closes and enters the main page of the application, and it is generally not clickable to jump (currently some platforms can support jumps, such as Tencent Guangdiantong , Lingji XTrader, etc.).

The usual presentation forms are: static images, multi-frame animations or Flash, etc.

1. Low user disruption
2. Seize the "golden 5 seconds" when the app is opened, enhance brand memory, and make the advertisement more authoritative
3. Splash screen ads are only displayed when the app is launched. In general, the same user will not frequently launch a single app. Therefore, compared with other forms of advertising, with the same number of ad displays, splash screen ads can cover more independent users .

1. Higher fees (PDB or package purchase)
2. If the platform does not support ad redirection, some of the target audience may be lost.

1. If the promotion budget is limited (for example, less than 100,000), it is not recommended to place splash screen ads on popular apps.
2. The review of splash screen advertising media materials is relatively stricter and requires offline review in advance (usually two days).
3. If you are an e-commerce brand owner or an application promotion brand owner ( download APP ), it is best to choose a platform that supports click-to-jump ( deeplink ).
4. Research has found that 3-5 seconds is the optimal display duration for splash ads.
5. Some splash screen media support regional targeting (sold at a premium). Brand owners who have this need can choose targeted advertising to save budget.
6. Common material sizes include: 640 960, 720 1280, etc.
7. Advertising experience shows that the red envelope image model is suitable for financial advertising, the single image model is mostly suitable for brand advertising, and the puzzle multi-image model or call-to-action model is more suitable for e-commerce advertising.

Most APPs have splash screen ads, such as Sohu News , Moji Weather , Kingsoft PowerWord, Mayu , etc.

The form of advertising is video media, which is generally divided into pre -roll, mid-roll and post-roll, and the duration is 5s, 15s, 30s, 60s or even longer. The pre-roll ads are ads that appear before a video plays, the mid-roll ads are ads that appear in the middle of a video, and the post-roll ads are ads that appear after a video ends.

1. Combination of sound and image, strong advertising impact and memory
2. High-quality media resources and high-quality brand exposure

1. Material production is more complicated (time-consuming, labor-intensive and costly)
2. The price is too high (PDB or package purchase)
3. Ads may affect users' viewing experience and cause offence
4. The decentralized and fragmented usage habits of users make it difficult to meet the brand's demand for large-scale exposure.

1. Allow users to skip the interstitial ad after watching it for a few seconds

If viewers are forced to watch content they don’t like, the user experience will be poor and advertisers will not only lose money but may also have a negative brand impression.

If users are allowed to skip, and the skip time is marked to determine which type of ads the user is more interested in and the degree of interest, this can provide guidance for more accurate advertising push in the future.

2. Resolution

HD resolution ≥ 640 360; UHD resolution ≥ 1280 720. The recommended file size is 2-5MB and should not be too large.

3. Budget

If the promotion budget is limited, it is not recommended to place video interstitial ads.

iQiyi , Youku, Fengxing, Baofeng Video, Sohu Video , etc.

With the development of the Internet , major products are becoming Internet-based, and major apps and platforms are also trying to increase their own advertising formats.

However, despite the variety of advertising formats, the delivery is still remarkable. It is recommended that advertisers make their choices based on their own marketing goals. Only by choosing an advertising form that meets your own promotion requirements can you better achieve the fission effect.

If you want to place an advertisement , please contact Qinggua Media official

The author of this article @ SEM Alliance compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century