7 Practical Guides to Quoting and Placing Information Stream Advertising Channels (Updated in 2016)

This article includes:

What is information flow advertising ?

Introduction to information flow advertising

Display form

channel

Quote

Application Process

Backstage operation process

Precautions

1. Overview: What is information flow advertising?

Information flow advertising, also known as Feeds advertising, inserts promotional information into the updates of friends that users view, and makes precise recommendations based on the attributes of social groups and user preferences. The main display methods are text, pictures and links, and the charges are usually based on CPC (cost per click) or CPM (cost per 1000 impressions) models.

It first appeared on Facebook in 2006, and immediately attracted the interest of major social platforms at home and abroad. A latest data survey cited by BI INTELLIGENCE shows that information flow advertising will gradually become the mainstream advertising form on social networks in the future, especially on mobile devices. In QQ Space, APP is the main advertiser using information flow advertising, among which games account for more than 40%.

Compared with traditional banner ads, Feeds ads have a more reliable "display". Information shows that the ads placed by advertisers will appear in the information flow of the circle of friends, presented in the form of text information and pictures. Click the link below the text to view the details. In addition, during the advertising beta test, the word "promotion" will be marked to facilitate user distinction. Users can also choose "I'm not interested" to no longer receive messages. It is embedded in the content that focuses the user's vision and will basically not be ignored by the user like traditional banner ads. Feeds, a reliable advertising display, also brings better click-through rates and higher traffic monetization efficiency, bringing higher revenue to the media. For advertisers, the exposure of Feeds ads is guaranteed, and if the exposure is guaranteed, the advertising effect will naturally not be bad. In terms of industry standards, the traffic monetization efficiency of Feeds ads is 10 times that of traditional PC banners.

2. Introduction to information flow advertising

Delivery method

CPC Pay per click

CPM is paid per thousand impressions

CPE is paid based on participation (for example, posting a Weibo post, watching a whole video, or completing a questionnaire)

Display effect

(The display effects of Momo, Toutiao and Weibo Fanstong respectively)

Distribution channels

1. Momo

http://www.immomo.com/

2. Sina Fuyi

http://client.pfp.sina.com.cn/main.html#/

3.UC Browser

https://e.sm.cn/cas/login?service=https://hc.sm.cn/ad/cas_security_check

4. Tencent Zhihui push

http://tui.qq.com/

5. Tencent Guangdiantong

http://e.qq.com/index.shtml?from=03s_GDTHXC

6. Weibo Fans Channel

http://client.pfp.sina.com.cn/main.html#/

7. Toutiao

https://ad.toutiao.com/login/

The cost of each channel

(The above data is the market reference price)

Basic process of applying for information flow advertising

(Take UC Browser as an example)

UC Browser Online Process

1. Open an account

2. Qualification review

Already launched on Shenma: directly send the account name for review (qualifications will be added later)

Not placed on Shenma: Submit ICP filing, electronic version of business license and account name for review (for special industries, please refer to the qualification submission manual)

Content H5: Online music, preschool education, digital product sales require authorization proof

Content delivery APP: All content delivery APPs must provide authorization certificates

(The account opening list and relevant qualifications can be provided before 2:30 pm every working day (the agent needs to provide them 1-2 hours earlier on this basis). If the information cannot be provided normally within the node, it will be postponed to the next working day. The audit results will be fed back before 5:30 pm. Qualifications will not be reviewed at other times.)

3. Material review/recharge

Agents must upload materials before 4:30 pm every working day. If the node cannot provide materials normally, they will be postponed to the next working day. The audit results will be fed back before 5:30 pm, and materials will not be accepted for review at other times.

4. Account recharge

The agent transfers the money to our account (the minimum account opening amount is 20,000 yuan), sends an email, and recharges after financial confirmation.

5. Operation online

Advertiser backend operation online process

(Take Momo as an example)

Momo

1. Fill in basic information

Name the single advertising plan, select the type of promotion and fill in the brand name.

2. Fill in the promotional materials

Add promotional copy , upload promotional pictures, and set the landing page link address.

3. Set promotion conditions

Set the region, gender, age, and operating system targeting for advertising

Set the bid price for PPC

Set a budget limit for a single day or the entire advertising plan

Set the advertising cycle

4. Confirm delivery

3. Industry Restrictions

UC Browser banned investment industries

Beauty and personal care (plastic surgery, weight loss)

Medical care (drugs, health products, medical services, medical devices and equipment, etc.)

Industrial supplies, hazardous chemicals

UC Browser Competitor Blacklist

QQ browser, Baidu browser, 360 browser, Baidu search, 360 search and other browsers

APP download ads on non-Ali apps and game distribution platforms such as Wandoujia and MyApp

Search Platform

E-commerce advertisements of JD.com and other Tencent-related companies

Advertisements on other news clients except Shenma Early News

Novel & Video App Download Advertisement

Tencent Zhihui pushes -prohibited investment industries

Medical services

Height increase and weight loss

Network services - non-e-commerce industries

Daily chemicals - sanitary products, nursing bathroom products

Clothing - Underwear

Food and Beverages—Functional and Health Drinks

Transportation - agricultural vehicles, trucks, work vehicles

Non-P2P whitelist financial customers