Detailed explanation of the five major channels including Baidu, Toutiao, and Guangdiantong

Your familiarity with channels means whether you can choose the right channels for the products you promote; and your familiarity with the channel background means whether you can achieve good results in the promotion.

For example, Guangdiantong has so many pages in the background, how do you choose? For example, Toutiao has a very powerful algorithm, so how do we choose bids and directions?

We have summarized the characteristics of mainstream information flow channels in recent years and some delivery suggestions for your reference when selecting delivery channels.

1. Baidu

Baidu is one of the three largest traffic giants, and most domestic users are using its search engine. Native ads can be displayed in the news feeds of Baidu’s major platforms.

Although it started late, only beginning to engage in information flow in 2016, it has developed extremely rapidly in the past two years. Because it has a search foundation, it cannot get rid of its inertial thinking - keywords, so keywords must be included in Baidu information flow, and keyword packages are an important factor affecting traffic.

Advertising platforms: Baidu, Baidu Tieba, Baidu mobile browser, Baidu Alliance, etc.

Advantages: search foundation, keyword targeting, and the ability to target forums

Disadvantages: Sogou, Tieba and some alliance traffic. The crowds of these three platforms are different. Sogou’s crowd is relatively broad, Tieba’s crowd is younger, and the alliance’s crowd is more complex, so they need to be distributed separately.

Advertising suggestions: Baidu information flow has no industry restrictions, so it is recommended to open Baidu first.

2. UC Headlines

UC Headlines is a news information recommendation and distribution platform under UC Browser. It has a large number of news data sources and provides high-quality personalized articles to users through big data recommendation and machine learning algorithms.

Advertising platform: UC Browser, UC Headlines APP

Advantages: Aggregate Shenma Mobile Search and Alibaba user behavior big data to accurately match people

For example, if you searched for items on Taobao, UC will push them to you.

Disadvantages: difficult to control flow, large volatility

Advertising suggestions: games, e-commerce, finance, APP downloads

3. Headlines

Toutiao is a recommendation engine product based on data mining. It is also one of the fastest growing products in the domestic Internet field and the largest information flow platform.

It is the most intelligent channel with a wide audience, and can be used in all industries, especially those seeking to achieve results.

Advertising platform: Toutiao

User characteristics: Wide range of groups, concentrated in second-tier and third-tier cities and below

Advantages: The algorithm is mature, the word package is targeted, it is very convenient to build a mobile website, and the ocpm and cpa system algorithms have good effects. Users use the app for more than 76 minutes a day. At the same time, the app can be quickly promoted within 5 seconds to lock in target users, and the user model can be updated within 10 seconds, making advertising more accurate.

Disadvantages: poor quality, fake orders

Suggestions for placement: Finance, life, games, apps, etc. You can also place placements based on the categories in the navigation bar.

4. 360

360 information flow advertising realizes the coordinated development of information flow advertising on PC and mobile terminals, and the perfect integration with tool products. With the three major advantages of massive cross-end resources, world-leading personalized redirection technology, and functional and refined delivery model

Advertising platforms: 360 Browser, SafeGuard, etc.

Advantages: Large PC traffic, high coverage, web games based on 360 search, can be placed according to keywords

Disadvantages: Multiple and diverse cooperative media, poor traffic quality

Advertising suggestions: web games, medical care, products and other large audience industries

5. Fans Pass

Weibo's "Fanstong" is a marketing product that accurately delivers corporate advertisements to fans and potential fans based on user attributes and social relationships. It has seven information flow advertising display formats. As the commercialization of Fanstong matures, it has gradually become a must-invest channel for most advertisers.

Advertising platform: Weibo

User characteristics: active group, relatively young, high-quality female users

Advantages: You can specify the user group that interacts with blog posts and daily life. At the same time, the proportion of daily active users on mobile terminals reaches 91%. It can be flexibly used in multiple forms such as blog posts, applications, accounts, videos, pictures and texts, and nine-square grids, and native communication can be achieved through mobile social networking.

Disadvantages: high cost and uncontrollable traffic.

Advertising suggestions: lifestyle products (e.g. food, clothing, etc.), regional products (e.g. photography, etc.), games, apps, etc., follow up on hot spots

For advertising, please contact Qinggua Media official