Starting from 4 dimensions, let information flow ads accurately reach users

In 2011, Tiwtter launched a new advertising format called Promoted Tweets, which is a soft, imitation tweet form interspersed among users' numerous tweets. This is the information flow advertising . In 2013, China’s two largest social networking giants, QQ and Sina Weibo, began to test the waters for information flow (Feeds) advertising. Tencent, based on its massive user base and unique social relationship chain, has become a leader in mobile advertising with its information flow advertising.

Why does QQ do better? Because information flow is a kind of social advertising. Compared with QQ, Weibo is more media-oriented, and each Weibo is equivalent to a self-media . QQ is an instant messaging tool with stronger social attributes. All your contacts have had contact with you before. QQ space is equivalent to communication within the circle of acquaintances. The advertisements that appear in QQ space are inadvertently endorsed by "acquaintances".

In addition to social features, information flow has four major characteristics:

Recommended : the advertiser chooses you and recommends himself to show you his own advertisement;

Hidden , ads are hidden among native content;

Soft , the advertising content is a high imitation of the original content;

Customized , tailored to each individual, with precise targeting.

Information flow advertising is a form of advertising that is intelligently inserted between published messages based on user preferences and characteristics. To put it in a more emotional way, the information flow ads are displayed for you.

Since it is "shown for you", it must be precise. How can we be precise? Advertisers need to carefully analyze their potential user groups. Find the right person at the right time, in the right place, and say the right words, only then can further development be possible.

We need to understand what time and in what App scenarios users appear every day, so that the chances of meeting users are greater.

After finding the right time and the right App scenario, how do you find the right person? This is where labels come into play. Each media will label users with many labels. How many labels do you have? I really can't count them. However, it can be analyzed from four dimensions.

First, basic attributes. This type of label classifies users based on common attributes such as demographics, geographic location, and device system, and is basically available on all mainstream advertising platforms.

Second, behavioral interest. Based on the user's historical behavior data, they are classified according to different interest dimensions. It is usually converted into behavioral targeting, interest targeting, commercial targeting, etc. at the time of delivery. For the same "financial interest", behavioral targeting means that users often download financial apps, interest targeting means that users often browse or pay attention to financial information, and commercial targeting means that users have purchased financial products , so it is very important to understand the classification logic of behavioral interest tags.

Third, usage scenarios. The two types of tags, basic attributes and behavioral interests, are classified only after the user has engaged in multiple behaviors over a long period of time, while usage scenario tags are generally classified by collecting the user's current data.

Fourth, custom labels. There are two common ways to customize. One is that advertisers use crowd profiling to find qualified users and integrate them into customized data packages. The other is to provide seed users ’ IMEI or mobile phone numbers to the platform for analysis, and the platform will amplify the numbers by a certain multiple by finding similar ones and integrate them into customized data packages.

By using the time and tags on the App, we can basically find the right person at the right time and in the right place, and the opportunity to appear in the advertisement is already in hand. If we say the right thing at this point, we can reach the user.

This is an advertisement for the mother and baby community app, and it is aimed at new mothers. Why should we tell new mothers about calcium-supplemented complementary foods? Because new mothers are very concerned about the development of their young children. There is a kind of "hunger" that makes your mother think you are "hungry". This kind of "hunger" is more prominent when you are a child and have no right to resist.

In my opinion, information flow advertising is not only effective advertising that brings traffic and conversions, but is also a powerful weapon for integrated marketing.

During the 419 event last year, Vipshop and Xiaomi did an interesting marketing campaign. In the past, during big sales, the same advertising visual images were displayed in various apps to force users to know about the big sales information. This marketing campaign breaks with the past by displaying different materials in different apps based on user characteristics, and using a variety of "gestures" to inform users that "there is a VIP -F code on the voice assistant to get it." The mysterious Vip-F code aroused the curiosity of Xiaomi users, and users took the initiative to interact with the voice assistant to explore. This marketing campaign not only achieved high-quality interactions, with per capita interactions more than three times that of ordinary advertisements, but also brought very good sales conversions.

Many people may have encountered such a situation: when you are worried about what to eat, you suddenly see an information flow advertisement in your circle of friends , and it happens that a restaurant in a nearby business district has a discount delivery. Please believe that this is not a coincidence, this is the ad displayed for you. The hotel hopes that its advertising will reach the surrounding population and conduct closed-loop marketing through online distribution and offline verification of discount coupons.

Having said so much, please leave a message and tell us about the heart-touching information flow ads you have seen.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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