The best advertising placement strategy for iQiyi

Next, I will introduce to you the characteristics and delivery techniques of this resource position.

Different from the swiping and quick switching in short video scenarios, users are always looking for the next point of interest. In iQiyi's pre-roll scenarios, Trueview video ads are often placed before the main content, that is, before you watch a movie or variety show. At this time, users are more willing to stay and more immersed.

Now that you know the characteristics of this resource position, let’s introduce some tips for material production.

① Prefer native content to reduce the sense of advertising

Information flow videos have always advocated the native nature of advertising content, with the aim of allowing users to complete the display of advertising content without being aware of it. This requires selecting materials based on the characteristics of the delivery platform to weaken the abruptness of the advertisement.

For example, this:

Analysis of the reasons for running volume:

In this case, the material was cleverly chosen as a live-action comic-adapted web series. The opening scene is a conflict outbreak point in the plot, and paired with popular background music, it maintains interest, fits the characteristics of the advertiser's content platform, and is easily accepted by users.

② Attract attention + reveal the benefits in advance

Analysis of the reasons for running volume:

The opening is a street interview with a beautiful woman to attract attention, followed by direct questions to users, and the product highlight is introduced in the 3rd second: "Earn pocket money by watching videos." Demonstrating how “passersby” can make money through personal examples, including answers to specific life scenarios, can enhance credibility and the user’s sense of involvement. Emphasize the correctness of the download channel to stimulate users to convert immediately.

③ Text comes first, triggering imagination

There is a kind of attraction called "curiosity", the text begins

You may be thinking, these are no different from the opening production ideas we usually talk about? Yes, haha, creativity has commonalities. If it works well on one platform, it will also attract users on another platform. But have you noticed that these videos are all in horizontal format?

Because horizontal screen is the main viewing scenario in long video playback environment, horizontal videos are more adaptable.

But now many advertisers use vertical formats for their advertising materials on other media, such as ByteDance and Kuaishou. Advertisers want to test the high-volume creatives directly? Agencies want to reduce video production costs? This involves the issue of size change - how to change the vertical version to the horizontal version? I have provided you with some common modification tips.

Example screenshots of negative examples:

① Add pictures with the same main color as the advertiser’s logo on both sides of the vertical video, plus conversion guide words

② Add pictures on both sides of the vertical video that match the advertiser’s APP content page to simulate three screens

Finally, this position is horizontal screen, so you need to spend some time on the experience of switching from portrait to landscape.

I’ll tell you a secret: it’s worthwhile to spend energy on materials. Good materials can often bring you long-term returns.