iQIYI QiLin Performance Advertising Summer Strategy

Data shows that summer traffic generally shows an upward trend, reaching its peak in early to mid-August. It is mid-July. Faced with the upcoming "summer golden period", how should advertisers seize the marketing opportunities and "take off" in the wind of summer traffic?

According to past experience and this year's forecast, summer traffic will generally show an upward trend, and the peak of this increase will be reached in early to mid-August; at the same time, patch ads will become the "traffic leader" of the summer season, and summer DAU will rise, but the active scenarios of new users are mainly concentrated on the playback page, that is, the inventory of patches will increase significantly; in terms of the target audience, the characteristics of the summer are concentrated in the obvious increase in the "student" population under the age of 25. With the increase in the population in the lower age groups, the corresponding increase in the low-consumption population is also relatively large. Therefore, summer advertising can target the student party population and use key patches with materials to increase volume.

Based on the analysis of overall traffic trends, key advertising positions and crowd portraits during the summer, iQIYI's performance advertising launched an incremental and stable product strategy and a marketing strategy for key industries. These two strategies help advertisers quickly expand their voice and achieve the goal of both product quality and effect.

1. Aggregate high-quality traffic from the entire network, achieving both stable and efficient growth

For the summer season, iQiyi's vertical videos and "Kiwi TV" can perfectly complete the task of increasing the volume.

The vertical video layout is located on the iQiyi homepage recommendation page, TV series, variety shows, animation and recommended channels. It relies on the information flow layout that is closer to the original, which is more in line with the user's habit of watching in vertical screen on mobile phones, optimizes the user experience, and greatly improves the effect of brand and effect integration. In the same delivery position, the CTR of vertical material increased by 12.77% compared with horizontal material, and the ECPM value increased by 35.51%. Compared with the previous horizontal position, the current vertical video ad position has a new product support policy, which greatly increases exposure.

Kiwi is the TV version of iQiyi APP, which integrates iQiyi's genuine high-definition video content, including theater blockbusters, popular TV series, hot variety shows, exciting animation and other exciting content. As the first player to enter this field, "Kiwi TV" has always firmly occupied the market. iQIYI's front-end ads on TV support delivery by download-based customers. At the same time, the platform has optimized the QR code scanning behavior on the TV, supports mixed delivery of iOS & Android, and oCPX cost guarantee.

At the same time, as a leader in the long video field, iQiyi combines local advantages to achieve precise marketing across screens and scenarios. The "Mobile Alliance + Smart TV Alliance" dual alliance aggregates high-quality traffic from the entire network and achieves comprehensive coverage of 8 first-level industries. Currently, it has connected to 30+ media, and more traffic is being quickly connected. Currently, the exposure gap of iQiyi Alliance is over 100 million, with high-quality traffic, and enjoys the same iQiyi advertising OCPX unified compensation.

New resources, new scenarios, and new alliances aggregate high-quality traffic from the entire network, ensuring costs while greatly increasing exposure.

2. Customize exclusive marketing strategies to promote positive cycle growth

In response to the different characteristics and advertising needs of the four major industries of Internet services, e-commerce, education, and games, iQiyi Qilin has launched a differentiated marketing strategy. Combining its own resources and capabilities, it has tailored advertising plans for the four major industries to help advertisers achieve positive cycle growth.

Internet service industry

iQIYI QiLin has customized the “Interactive Creativity + Falcon Plan” for the Internet service industry. Interactive creativity on landing pages improves advertising conversion rates. At the same time, product propositions can be expressed during the interaction process, which also has a certain boosting effect on the backend effects. The Falcon Project is based on the selling points of creative materials. The Falcon label can actively cover people who are interested in the corresponding subject matter and increase the material run-out rate.

E-commerce industry

Aiming at the characteristics of the e-commerce industry, iQIYI QiLin launched the "media product recommendation + RTA cache optimization + precise data targeting + DPA/RTA combination strategy".

iQIYI QiLin has formulated a media backup strategy to solve the problem that some customers participating in DPA may not be matched with products during the delivery process, so that the traffic required by customers can be matched to products in a wider range and advertisements can be delivered accurately; RTA cache optimization is aimed at customers whose delivery goal is to wake up, and by optimizing the cache time, the activation efficiency is improved and the invalid exposure of users is reduced; precise data targeting is based on the attributes of the e-commerce industry, formulates product category behavior data, and combines product creativity to directly meet user shopping needs and improve order conversion rate; DPA+RTA combination strategy uses the customer-side product recommendation capabilities and the RTA interface to return product details information in real time, together to achieve precise conversion of product advertisements.

Education Industry

Regarding the education industry, iQIYI QiLin has provided answers to questions on traffic generation, conversion efficiency, and cost. In terms of traffic generation, iQiyi uses exclusive traffic, traffic support, automatic expansion, one-click inheritance and other forms of precise traffic to help the education industry acquire customers; in terms of conversion efficiency, iQiyi Qilin puts the conversion component in front within the frame (registration rate +41%): without interrupting the viewing task, completing the conversion in the advertising creativity, and increasing the registration VCR; in terms of cost, iQiyi gives away iQiyi membership benefits through incentive advertising, leading to paid conversions.

Gaming Industry

For the gaming industry, iQIYI QiLin launched a marketing combination plan of "First Voice Plan + Game Reservation + oCPX Double Bidding". The Xiansheng Plan is a customized support strategy for the first launch of clients' new games. It can effectively help new products stand out in the initial market, quickly accumulate models, and improve conversion effects. Game reservations guide users directly to the App Store details page through the landing page, which is conducive to helping advertisers in the game industry tap into potential groups in advance and accumulate core target users. In response to the advertising cost concerns of small and medium-sized game developers, the "shallow target conversion type + deep conversion type" oCPX dual-bid delivery combination has a more stable and controllable delivery cost, and the dual-bid 2.0 compensation rule is used to protect the delivery cost.

To win the summer prime time and seize peak traffic, iQiyi’s performance advertising marketing strategy works with advertisers to create a popular summer marketing case.

Attachment: Summer · iQiyi performance advertising marketing strategy long map

Author: Copywriter Strange Talk

Source: Copywriter_s