How do information flow ads dominate HeroAPPs such as Toutiao and Weibo?

Information flow advertising first appeared on the Facebook platform. Today, the form of information flow advertising is more inclined towards mobile Internet . There is a trend from graphic and text information content to short video content. Information flow advertising is not a new term, but an advertising model that is constantly developing and evolving. The change in form is because the expansion of user behavior has affected the platform that carries the information flow.

There are two basic points in information flow advertising : one is the material, and the other is the target audience.

Needless to say, the materials, creativity of copywriting and pictures, and optimization of visual experience are important, and they can quickly catch the eye and ensure 5S reading time during the screen scrolling process.

Crowd targeting refers to the use of big data background, cold data such as: gender, age, education, region; warm data such as: interests, commonly used apps, topics of interest, favorite TV stars, etc.; hot data is based on scenarios, such as what activities have been participated in recently, in which business district have purchases been made, whether there have been any travel or business trips, etc. Targeting is to conduct high-matching screening of the audience, just like our company's data will use data from advertisers, media, and WeAD's three major DMPs to accurately portray user portraits across platforms and multiple tags.

The advantages of information flow advertising are: first, it combines the technical advantages of traditional and new media ; second, it conforms to the user's usage and browsing habits, which is the user experience mentioned above; third, the content of native information flow is easier to accept, it is presented in the form of regular content and will not interrupt or interfere with user behavior.

Today, headlines, Weibo, WeChat , and various APPs are the birthplaces and explosion places of information flow advertising. At present, scene-based interactive content is the latest model.

How to judge whether it is an information flow advertisement? It is very simple. First, see whether the location where it appears is integrated with the product function, such as WeChat Moments advertisement . Second, it is the feed stream that is actively pushed, for example, when browsing Weibo, some advertisements with bubbles are pushed, including automatic video playback.

Information flow ads basically exist in the following categories:

1. Search Engines

Mobile browsers and mobile Baidu can both realize search and information browsing functions. They have a huge user base and are used frequently.

2. News and Information

Toutiao , Tencent News , Yidian Zixun , NetEase News , Sina News, etc. Toutiao can be said to be the pioneer in launching information-based feed advertising, and the pushed content will also be effectively tracked based on user browsing habits.

3. Social APP

Weibo, WeChat, Momo, Tieba , etc. are user circle social networks with high accuracy, strong activity, and similar push formats.

4. Video

IQiyi , Youku, Tencent, etc., video playback clients, Douyu , Kuaishou and other live interactive apps, online content and short videos are the key directions for future development.

5. Other apps or applications

Weather.com, MeituXiuXiu , etc. have relatively simple functions and are pressed too frequently.

Finally, here are a few examples of information flow advertising for your reference.

Different industries and brands pay attention to different factors when choosing delivery channels and optimizing creativity. As information flow ads on various APPs become more and more frequent, users' aesthetic thresholds are also increasing. How to achieve both promotional effects and win people's hearts requires consideration of multiple factors such as copywriting, materials, crowds, time periods, platforms, and display forms.