How to carry out refined promotion of mobile advertising?
| What is mobile advertising? Mobile advertising refers to advertising that is displayed when you access mobile applications or mobile web pages through mobile devices (such as mobile phones, PSPs, tablets, etc.). Similar to the Internet's advertising alliance, the mobile advertising platform is an intermediary platform that connects application developers and advertisers. On the platform, developers provide applications, advertisers provide advertisements, and the mobile advertising platform provides the SDK (software development kit) for the corresponding mobile phone system. Currently, the main domestic mobile platform companies include Tencent Guangdiantong, Duomeng, Youmi, and Kuguo. What types of mobile advertising are there? Screen space on mobile devices is extremely valuable, but even so, it cannot stop the expansion of advertising, which has led to the emergence of various types of advertising: SEM ads, banner ads, interstitial ads, point wall ads, video ads, push ads, etc. The following introduces several mainstream mobile advertising formats. 1. Mobile SEM Advertising Baidu, Sogou, Shenma, and 360 currently all have mobile search promotions. Information retrieval on mobile terminals is an instant search request initiated by netizens themselves. The search terms are mostly brand-related terms, including one’s own brand terms and corporate terms of peers (competitor terms). The conversion rate of this type of words is relatively high. It is recommended that brand-related words must be fully covered when promoting on mobile devices (do not mention competitor words to avoid complaints and credit point deduction). It is understood that the number of mobile Internet users in third-, fourth- and fifth-tier cities is far higher than that of PC Internet users. Enterprises that only operate locally (in third- and fourth-tier cities) can seize the promotion of mobile terminals, especially in the local life service industry (such as housekeeping services), where the effect is very good. At the same time, companies that want to expand into the third-, fourth- and fifth-tier markets can also use wireless channels to build wireless websites as soon as possible and seize business opportunities. 2. Banner ads Mobile Banner ads are a direct copy of Web Banner ads. Embed directly at the top or bottom of the screen, as shown below: 3. Splash screen ads Splash screen ads appear when the app is launched and generally display full screen for 3 to 5 seconds. The advertising content cannot be clicked to jump, which is mainly applicable to brand advertising. Like this one that appears when you open the NetEase News client: 4. Offers Wall The "Points Wall" is a page within an app that displays various points tasks (downloading and installing recommended high-quality apps, registering, filling out forms, etc.) so that users can complete tasks and earn points. When users complete tasks within an application that has an embedded points wall, they can earn in-app points or game coins, and the developer of the application can receive corresponding income. Points wall is a typical pay-per-performance (CPA) advertisement. As long as the advertiser is willing to spend money, it is easy to get on the APP Store rankings. Many APPs use points wall to brush up the rankings. The picture below is a points wall advertisement of NetEase News. Users can obtain NetEase coins by downloading apps and completing tasks on this page. At the same time, the recommended apps have to pay fees to NetEase (the recommended apps pay the network alliance, and the network alliance pays NetEase). 5. Interstitial Ads The form of interstitial ads is as shown in the figure below. They usually pop up when the game is passing a level or paused. The probability of missed clicks is very high, which affects the user experience. 6. Information flow advertising Information flow ads on Weibo and QQ Space are typical. At present, some apps with relatively large traffic, such as Toutiao, are also running information flow advertisements, which are mixed with normal messages and are not easy to identify. As WeChat Moments gradually opens up to information flow advertising, the companies and brands that got on the first train have attracted much attention and discussion. From this we can see that this method is undoubtedly the top priority of mobile advertising in the future. The following picture is WeChat’s information flow advertisement: Delivery time and region The delivery time must be professionally set according to the audience's usage habits. Generally, users use smart terminal devices at peak times during their commute, lunch break, and before bed. The business areas of most mobile advertising platforms are mainly concentrated in first- and second-tier cities. Media Type and Billing Method Advertisers have different advertising needs and use different advertising formats, so the billing methods are also different. For example, CPM, which pays based on thousand impressions, is often used in carousel ads; CPC, which pays based on clicks, is often used in interstitial and full-screen ads; CPA, which charges based on behavior, is often used in point wall ads. Similar billing methods include CPE (price based on interaction), CPS (price based on sales volume), and CPV (price based on views). At present, according to statistics from many mobile advertising platforms in the industry, the most popular billing methods are still mainly CPC and CPA. The era of simply spending money to buy users has passed. What lies ahead of us will be a more dispersed, more diverse and more personalized user group and market. How to find a more suitable promotion method for your products? The question of how to use mobile advertising platforms for refined promotion remains to be explored. |
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