A high-quality advertising creative can not only effectively and quickly attract users' attention, but also directly inspire users to take action and bring about conversions. Recently, in order to help advertisers in the insurance industry improve their ability to produce creative materials, efficiently produce high-quality materials, and enrich creative forms, Tencent Advertising launched three major products: automatic derivative videos, dynamic widgets, and interactive barrages, to help advertisers deliver ads efficiently and easily increase sales.
Creative Match Automatically derived videos solve the material problem The polishing cycle of high-quality video ideas is generally long and the production cost is relatively high. In order to help service providers improve their video production capacity, Tencent Advertising has launched an automatic derivative video product.Automatically derive videos to make creative video production easier After turning on the automatic derivative video creative function, the media will generate a new video based on the advertiser's delivery data and uploaded pictures or video materials through strategic matching templates (general/industry video templates with excellent effects, or designated exclusive customized templates), music and animation effects, and insert it into the original advertisement to form a mixed shot.Hundreds of templates to meet your personalized production needs in one stop Currently, Tencent Advertising has launched more than 650 templates, which can fully meet the different production needs of advertisers in the insurance industry. Advertisers can also make personalized designs based on their own brand tone, product benefits, etc., to improve adaptability and add advanced gameplay.Product support, the delivery target is under control With the support of the automatic derivative video creative function, advertisers can obtain 10%-15% incremental video consumption at a low cost, achieving better delivery results: • High efficiency: advertisers can quickly generate video materials and reduce video production costs; • Automation: Advertisers can automatically shift traffic to better creatives (pictures, texts, and videos) through creative optimization; • Fast growth: Advertisers can reuse graphic and text advertising data to increase the volume of video creatives; • Fast coverage: Advertisers can use one ad to place ads in both graphic and video positions;Typical cases, the effect is clearer Taking advertiser A in the insurance industry as an example, after turning on the automatic derivative video creative function, the consumption ratio of this type of material quickly increased from 10% to 30%, the CTR exceeded 5%, and the target cost deviation was less than 10%. As for industry advertiser B, its video advertising consumption on WeChat public platform also increased rapidly from 10,000 to 1.5 million, with CTR reaching about 3%. The actual cost was 5%-10% lower than the bid and the achievement was good. The eCPM increased to 2-3 times that of the beginning of the month, with a fast start-up, and more efficient material output and video exploration.Creative Components
Make creativity more competitive
How to highlight the key points of promotion in a clear and vivid way and improve the competitiveness of advertising has always been a concern for advertisers. To this end, Tencent Advertising has launched two major product capabilities: incentive video easter eggs and dynamic pendants, making insurance industry advertisements more eye-catching.Incentive video easter eggs: key selling points not to be missed During this year's Spring Festival, Tencent Advertising opened dynamic Easter egg components to top advertisers in various industries, helping advertisers to deliver key selling points of products (benefits or gameplay) through manual configuration, using dynamic Easter eggs to attract user clicks and improve advertising conversions. Data shows that the average CTR of insurance ads with added Easter eggs and their penetration rate in mini-program incentive video resource positions have doubled.External display of pendants: promotions are visible at a glance The widget display function can help advertisers attract users' attention to activities or product information in an interesting way, promote user click interaction, and thus improve advertising CTR and exposure competitiveness. Insurance industry advertisers who want to use dynamic widgets can choose the creative format of vertical video for their ads on the Tencent advertising delivery end, and upload widget ideas that meet the size and dimension requirements at the widget entrance of the creative content. After passing the review, the dynamic widget can be played. Currently, Tencent's information flow, QQ advertising and part of Youlianghui's traffic already support the display of widgets, but it should be noted that widgets only support display in vertical videos, so advertisers who want to use widgets need to use vertical videos for advertising. Typical cases, highlighting the effect is more impressive In the first half of this year, an advertiser in the insurance industry used dynamic widgets to attract user attention and clicks, thereby improving conversion rates. According to the data, after using dynamic widgets, the daily consumption of its WeChat advertising incentive videos increased by 30% month-on-month, and the eCPM of video ads for platform and content ads also doubled.Creative Interaction
Bullet screen ads enhance user experience
Danmu interaction brings ads closer to users In order to enrich the creative forms of advertisements and enhance the sense of interactivity when watching advertisements, QQ, Tencent Music, Tencent Games and Youlianghui now support the use of barrage interaction. After the advertiser sets the barrage content when setting the creative, it can be displayed in a scrolling manner above the creative. Danmu advertising + PCAD fixed investment + exposure support have led to a rapid increase in the penetration rate of PCAD in the insurance industry Tencent Advertising hopes to fully unleash platform resources, continuously improve its own product and service capabilities, and constantly enrich advertising creative forms, helping advertisers in the insurance industry to efficiently produce high-quality creative materials, easily achieve delivery goals, and bring more imagination space to the industry.
