An inventory of the characteristics of major information flow channels such as Baidu and Tencent, save it now!

Faced with so many information flow channels , how should we choose? How should it be deployed?

So, today let’s talk about the characteristics, user data and features of the mainstream information flow platforms in 2017. Advertisers, take note.

Tencent can be said to be the leader in the social industry. It was established the earliest and has huge traffic with its two super IPs, QQ and WeChat . It can be said that it basically covers all users on the Internet.

Its main advertising products include : Tencent News , WeChat Moments , official accounts , QQ Space, browsers, etc.

• Advantages: No. 1 social application ranking, wide coverage, high daily activity, high user stickiness, 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.

• Advertising suggestions: It is recommended to advertise light industry or daily life products.

Zhihuitui is mainly based on Tencent News’ information flow advertising.

Its main advertising products include : Tencent.com (average daily PV reaches 930 million), Tencent Weibo, Tencent Video , Tencent News, etc.

• 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.

• Disadvantages: high cost, immature algorithm

• Advertising suggestions: Hard advertising exposure + soft advertising placement, advertising results can be achieved faster!

Weibo's " Fanstong " is a marketing product that accurately delivers corporate advertisements to fans and potential fans based on user attributes and social relationships.

At the same time, it has 7 major information flow advertising display formats. As the commercialization of Fanstong matures, it has become 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.

• Advertising suggestions: It is recommended to advertise lifestyle products (e.g. food, clothing, etc.), regional products (e.g. photography, etc.), games , apps, etc. The advertising should be more distinctive.

Sina Fuyi is a precision advertising platform based on data insights and dominated by programmatic buying. Achieve better advertising results through data insights, precise targeting, and other means.

Its main products : Sina News app, wap traffic, and also 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

• Advertising suggestions: Most of them are male, so you can advertise stocks, games, cars , male health, etc.

As one of the three giants, its search engine occupies the majority of domestic users. Native ads can be displayed in the news feeds of Baidu’s major platforms.

Its main products : Baidu, Baidu Tieba , Baidu Mobile Browser, etc.

• Advantages: search foundation, keyword targeting, and can target forums

• Disadvantages: Most advertisers convert through search, so the SEM mindset is rigid.

• Advertising suggestions: Baidu search engine occupies the majority of domestic users, and there is no special industry advertising boundary; Tieba recommends dividing advertising according to different interests

Toutiao is a recommendation engine product based on data mining. It is also one of the fastest growing product services in the domestic Internet field, and is currently the largest information flow platform.

Product advertising formats : support jumping to H5 pages , one-click download 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 spend more than 76 minutes using the app every day. At the same time, we can quickly promote within 5 seconds, lock in target users , and update user models within 10 seconds, making advertising more accurate.

• Disadvantages: Under normal circumstances, don't vote for jokes with connotations

• Suggestions for placement: Finance , life, games, apps, etc. You can also place placements based on the categories in the navigation bar.

A product that integrates intelligent recommendation technology with search engine technology, an information application that 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

• Advertising suggestions: Information content mainly tends to be sports, social trends, and finance, and most users are male, so advertising can be targeted at finance (e.g. stocks), games, and cars, etc.

The main feature of UC Headline Advertising Platform is " 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, "headline" party

• Delivery suggestions: Targeted delivery can be carried out according to navigation categories

The videos are mainly from iQiyi, Tencent and Youku. IQIYI can be said to be one of the four major video giants, with a wide range of users, and like Tencent, it skews younger. Youku is more life-oriented, with some instant hot spots.

• Advantages: Rich resources and a wide range of people

• Advertising suggestions: Brand awareness, reinforcement, or promotional information notification

The first assistant software for girls in China. Based on Mayu's powerful female user community, we can accurately locate users' identities, interest preferences, etc., which is more in line with the needs of female users, and has higher acceptance and conversion rates .

• Advantages: It has a very high female user base and can be marketed according to different scenarios

• Advertising suggestions: You can advertise clothing, financial management, health care, etc.

Momo information flow

A mobile social product based on location (you are all familiar with this).

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.

The main advertising forms are : nearby dynamics, nearby people, splash screen ads, and circle of friends dynamics

• Advantages: It has 300 million registered users, with an average of 10 clicks per day and 74.8 million monthly active users. It is China's No. 1 LBS social advertising platform, and its ad click-through rate is more than 10 times higher than the industry average. And it has multi-dimensional advertising display forms ( topic marketing , filter advertising, original videos)

• Advertising suggestions: Apps, games, finance, e-commerce , cosmetic surgery, etc.

The above are the mainstream advertising channels in 2017. Advertisers can choose what they need.

When placing ads, you must first analyze the characteristics of each channel and place them according to your own situation. Otherwise, all efforts will be wasted if the direction is wrong (again).

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