|
Since 2018, more and more platforms have launched information flow advertising businesses. Therefore, according to the characteristics of major information flow platforms, it has become a necessary ability for optimizers to select the most suitable information flow platform for their product launch! Today, Dongguan Feng Chao's editor has summarized the characteristics of multiple information flow platforms such as Baidu Information Flow, Toutiao, Bilibili, Zuoyebang Kuaishou, etc., please keep it for you! There are so many information flow advertising channels. How to choose the platform that suits you?
1. Baidu Information Flow
With the revision of Sogou and Baidu's investment in technology and traffic in information flow advertising, the performance of Baidu's information flow is getting better and better, integrating the resources of Sogou, Baidu Tieba and Baidu Browser.
Main products: Baidu Mobile, Baidu Tieba, Baidu Mobile Browser Advantages: Wide user range, Baidu has many products, almost covering our food, clothing, housing and transportation, so it has a lot of data; and because Baidu itself is a bidding company, it has a wide range of keywords for users, and the delivery is also based on search, so it is very suitable for users who have just converted to information flow Disadvantages: The delivery system is similar to SEM, the delivery operation is more complicated, and the traffic and cost are relatively unstable Delivery product recommendation: Since Baidu has many products, most of them are suitable for delivery, and search advertising can better reach the target users in an all-round way.
2. Toutiao
Toutiao is a recommendation engine product based on data mining and is still one of the largest information flow advertising platforms.
Main advertising products: Toutiao, Xigua Video, Huoshan Video, Douyin, Pangolin. Wide audience, mostly in second-tier and third-tier cities and below. Advantages: Mature algorithm, fine targeting options, support for oCPM model, Douyin short video advertising is novel and has good effect. Disadvantages: Toutiao information flow has high cost of financial management, life, games, apps, etc. Try oCPM bidding method, Douyin has lower cost
3. Tencent Guangdiantong
Tencent is the leader in the social networking industry. It was established the earliest and has huge traffic through its two super platforms, QQ and WeChat. It can be said that it basically covers all users on the Internet.
Its main advertising products include: Tencent Video, Tencent News, QQ Space and Browser, Mobile Native, QQ, WeChat Official Accounts, and Tiantian Express.
Advantages: large number of users, wide coverage, high user stickiness, suitable for brand promotion, concentration of young users, and support for oCPM model.
Disadvantages: Because it is a social platform, products that have anything to do with social media are generally not allowed.
Identify the user group of your product, clarify the product tone, and target the target group.
4. Weibo Fans Channel
Weibo's "Fanstong" is a marketing product that accurately delivers corporate advertisements to fans and potential fans based on user attributes and social relationships. Because the advertisements delivered have all the functions of ordinary Weibo, such as forwarding, commenting, collecting, and liking, secondary dissemination of the advertisements can be achieved. This will significantly increase advertising conversion rates. The group is active, tends to be young, and is mostly female. They are easily influenced by public opinion. Gossip has the following advantages: You can specify the user group that interacts with the blog post. At the same time, the daily active users on mobile terminals account for 91%. It has a variety of forms such as blog posts, applications, accounts, videos, pictures and texts, and nine-square grids, and can be used flexibly to achieve native communication through mobile social networking!
Disadvantages: High cost and requires high maintenance cost.
It is recommended that the advertising content of lifestyle products (e.g. food, clothing, etc.), regional products (e.g. photography, etc.), games, apps, etc. should be distinctive to increase the interaction rate.
5. Sina Performance Advertising Platform
Sina Performance Advertising is an advertising marketing system under Sina that charges based on performance, mainly including the advertising trading platform SAX and the advertising delivery platform Fuyi.
Main traffic sources: Sina News app, Sina.com WAP traffic and alliance traffic. Most users are male, older, and have a higher overall education level. Advantages: Users are older and have strong spending power.
Most of them are men, and can invest in stocks, finance, games, cars, men's health, etc.
6. UC Headlines
The UC Headline Advertising Platform focuses on information flow advertising based on big data analysis of user interest tags. The UC Headline Advertising Platform comprehensively helps advertisers to push service and product information to the 500 million+ UC browser users more accurately and effectively. Young users are under 35 years old, accounting for 83%, and users in first- and second-tier cities account for more than 60%.
After all, it is Alibaba's big data, with a wide range of users and a younger demographic. Advantages: long ad titles, close to native content. Disadvantages: "Shock" party, "title" party. The materials and content of the ad should match the tone of UC. It is recommended to place ads in games, life, and entertainment products.
7. TikTok
This is the most popular APP at the moment, no doubt about it. Moreover, Douyin has done a great job among operators, almost achieving the level of having a thousand faces for a thousand people.
When a new user just registers an account, different special videos with extremely high content quality will be pushed to the first 10-20 pieces of content. Then, based on the number of times you watch the videos, your behavior will be recorded and labels will be continuously defined for you. The overall traffic is relatively small, and the traffic characteristics are more personalized and centralized. Advantages: The exposure is extremely large, which is more suitable for brand awareness and has extremely high requirements for the quality of advertising content. At the same time, it inherits the advantages of the parent algorithm and has the characteristics of being tailored to each individual, making the delivery more precise. Disadvantage: high cost. Douyin has a large number of users, which means that the exposure will be large. If there is no conversion, it means that we have been spending money to buy recognition.
8. Kuaishou
Kuaishou, the national short video social app, has 130 million daily active users and high user stickiness. It officially launched the Kuaishou marketing platform on October 30.
Most of the users are from China's third- and fourth-tier cities and rural areas, and the age of users is mainly concentrated between 12 and 35 years old. Advantages: Huge traffic, regional penetration advantages, covering the third- and fourth-tier traffic bonus areas; 80% are young users, and there are a large number of sinking mid-level users;
Disadvantages: Ad review is relatively strict, and social and live broadcast related products are generally not available. Based on interest and behavior targeting, use ocpb and ocpd for stable delivery.
9. Bilibili
Bilibili is China's leading cultural community for young people and one of the favorite apps for young users aged 24 and below. As of the fourth quarter of 2017, Bilibili had 71.8 million monthly active users, with an average daily usage time of 76.3 minutes.
Users aged 0 to 17 are the absolute majority of Bilibili users, followed by users aged 18 to 24, and users aged 25 and above account for less than 10%. Among college and middle school students in Beijing, Shanghai and Guangzhou, more than 50% of them are Bilibili users.
Advantages: Young user groups gather, the largest ACG community, users are curious about new things, the materials are in line with the ACG style, suitable for young user groups, ACG style product launch
10. Pomelo
A vertical women's product community.
Women! Women! Women!
The user quality is high, and the user's identity, interest preferences, etc. can be accurately located, which is more in line with the needs of female users. Advantages: extremely high conversion rate! Due to the unique attributes of women (impulsive, irrational), the conversion rate is extremely high. It is no exaggeration to say that a beautiful picture and a touching copy are enough to form a conversion product recommendation: launch products that women like, such as clothing, health care, etc.
11. Beautiful pictures
Meitu, the most well-known photo-taking app in China with a large number of users, has been seeking a better way to monetize. This year, Meitu entered the social field, added a new picture content information flow, and cut into the information flow advertising field. Most of the users are young women with strong spending power. Advantages: It has a very high female user group, and the newly launched picture information flow is integrated into the native information flow, and the spending power is strong. Disadvantages: The cost is relatively high. It is suitable for products with female target users.
12. Momo Information Stream
Based on Momo's massive user data, the advertising engine intelligently matches the target audience, allowing merchants to have real-time conversations with users, develop new customers, and maintain old customers.
User characteristics: mainly those born in the 1980s and 1990s. Users aged 19 to 32 account for 85%, and the number of young people is very large. At the same time, the proportion of male users on Momo is relatively large, and most of Momo users are Android users. It can be said that Android users are the main users of Momo.
Advantages: Second- and third-tier cities have high penetration rates and great consumer potential. Apps, games, finance, e-commerce, cosmetic surgery, etc. can be invested
13. Homework Helper
Zuoyebang is a leading product for online education for primary and secondary schools. By the end of 2017, its user base exceeded 300 million, with more than 70 million monthly active users.
The main users are primary and secondary school students, most of whom are between 8 and 16 years old. Advantages: They are mainly primary and secondary school students, their parents and teachers, and the user group is precise and not messy.
Disadvantages: Traffic fluctuates greatly during summer and winter vacations and weekends, so gaming products cannot be placed on the platform. It is more suitable for primary and secondary education and life entertainment products.
14. Zhihu, Douban
A high-end question-and-answer community!
Advantages of users with a higher level of education: Zhihu is positioned as knowledge sharing and Douban is positioned as literary and artistic youth. Overall, users are highly educated. Therefore, in terms of the form of delivery, data should be the basis, and there should be reasons and evidence to convince users with data. And because of the product’s own attribute - topic, users can target product recommendations more accurately: education, finance, APP and other products.
15. Moji Weather, WIFI Master Key
Since the above two products are similar in channel characteristics, they are introduced together.
Wide user range Disadvantages: User positioning is not accurate enough, and the user usage time is short, so the display and exposure are small. Product recommendation: Since the user usage frequency and duration are limited, it is recommended to launch some popular products and use the most concerned points of human nature to produce materials
16. Video platforms
The main video platforms are iQiyi, Tencent, and Youku.
Both iQiyi and Tencent tend to be younger and more trendy. Youku is more life-oriented, with some instant hot spots.
Advantages: Rich resources and a wide range of people can be used for brand recognition, reinforcement, or promotional information. Raising bids to obtain high-quality traffic can sometimes improve ROI
The above is a summary of the editor’s daily advertising experience. After reading to the end, some people may say: My product is quite special and the above channels are not suitable for me. I also want to know how to use other delivery channels and some specific channels. Of course, I can also get answers to difficult questions about daily delivery! The assistant will answer them for everyone. |
