Tencent’s three 10 billion ecosystem empowerments, how to master social advertising!

This month, Tencent announced that it will build three 10 billion content open platforms. In addition to connecting WeChat , QQ, QQ Space, Browser , Express, Tencent News , Tencent Video , App Store and other billion-level traffic platforms, it will use 10 billion traffic, 10 billion funds and 10 billion industrial resources to realize scene monetization in the open ecosystem of Tencent through technology, ecology and industry empowerment.

Among its many product lines, Tencent social advertising deeply focuses on and covers young audiences. Taking social applications that are frequently used by young people, such as QQ and WeChat, it has established the ability to focus traffic on Tencent products. More brand owners have found ways to discover users and achieve purchase-oriented results here.

How do brand owners display the information they want to promote ? How do users receive information accurately? This article will introduce social networking, e-commerce , and O2O industries as cases.

Delivery platform : Guangdiantong

Resources : Native advertising , alliance banner

Delivery strategy :

1. Audience targeting: Select male audiences aged 18-28, who have not installed the app, whose mobile terminals are Android systems, and whose Internet connection mode is wifi. There is no limit on the delivery area.

2. Copywriting materials: mainly use copywriting and picture displays that are in line with the attention of targeted audiences, such as caring for schoolmates, pursuing goddesses, dating skills, and heart-beating goddesses, to attract clicks.

Effect summary :

Native advertising: 478,000 impressions per day, 1,000 activations per day, and an average activation cost of RMB 1.5-2.1;

Alliance banner: average daily exposure 1.026 million, average daily downloads 1,700, average download cost 0.56-0.86 yuan.

Delivery platform : Guangdiantong

Resources : Feed ads, WeChat download card

Delivery strategy :

1. Audience targeting: Select female audiences aged 18-40, who have not installed the app, whose mobile terminals are Android and IOS systems, and whose time zone is 0:00-24:00. There is no limit on the region of delivery.

2. Copywriting materials: The materials are mainly based on matching, using pictures with diamonds and high brightness to enhance the feeling of luxury and give the audience a more direct visual impact!

Effect summary :

Space information flow : Android side, the average daily investment is 10,000 yuan, the average click cost is 0.7-1.3 yuan, and the average activation cost is 4-6 yuan. IOS side, the average daily investment is 80,000-100,000 yuan, the average click cost is 1-1.6 yuan, and the average activation cost is 8-12 yuan.

WeChat download card: On IOS, the average daily investment is 5,000 yuan, the average click cost is 1-1.3 yuan, and the average activation cost is 10-14 yuan.

Delivery platform : WeChat Moments

Delivery strategy :

1. Population targeting: Select female users aged 40-50 in Wuhan, with a daily budget of less than 1,000 yuan, and focus on interest targeting, including 26 interests such as preschool education, primary and secondary education, language training, civil service examinations, and studying abroad;

2. Copywriting materials: Highlight the region to enhance the user's sense of involvement, and use question sentences to make users want to know more!

Effect summary :

458,000 impressions, 37,000 page views, customer acquisition cost 256,000-277,000 yuan

The growth rate of the domestic information flow advertising market is increasing and will exceed 140 billion in 2019 . The development of information flow advertising comes from demands from multiple parties. Consumers are highly sensitive to advertising, mobile life is becoming more in-depth and scenario-based. In addition to exposure, advertisers are increasingly considering penetration. Big data has built a technical platform for mobile marketing , and the diverse media platforms have promoted the improvement of consumer experience.