Tencent Youlianghui's strategy to grab sales during Double 11

This article shares with you the Double Eleven market trends and volume-grabbing strategies of Tencent Youlianghui . Be prepared for advertising in advance.

1. Traffic estimation

The average daily exposure during the period of 11.1 to 11.11 increased by about 14%-18% month-on-month. 11.11 falls on a weekend and is also the peak warm-up day at the beginning of the month, so the traffic will reach a small peak, and 11.11 will reach the traffic peak.

The overall Double Eleven promotion can be divided into three stages : warm-up period, activity period and return period:

This year, the budget will enter the market earlier. From October 20 to October 31, the Double 11 promotion will begin, and November 1 will usher in a small peak in spending.

November 2-8 is the big promotion period, November 9 and 10 are the sprint period, and November 11 will explode to reach the peak period;

11.12-11.15 is the return period to harvest the remaining traffic population.

2. Delivery Guidelines

The following suggestions are given from four aspects: traffic rhythm, node bidding, crowd targeting, and creative materials :

3. Scene inventory and delivery suggestions

During the promotion period, we provide a guide to the delivery strategy based on the traffic inventory of horizontal text and image, vertical text and image, horizontal video, and vertical video ads:

The traffic inventory of horizontal text and image formats will increase to more than 4 billion, mainly concentrated in native information flow resources. During the promotion period, the traffic inventory is very abundant. It is recommended that advertisers use it as the main stable volume position and focus on the exposure level;

The reference click-through rate of vertical graphic and text formats will rise to about 7%, mainly concentrated in the opening screen and interstitial resources. Due to the fierce competition in the e-commerce promotion nodes, advertisers are advised to focus on optimizing materials, improving click-through rates and advertising competitiveness, and at the same time produce some horizontal materials as a supplement.

Horizontal and vertical video formats mainly include incentive videos, opening screen videos, native videos, and interstitial video resources . It is expected that the competitive environment for video advertising will be relatively relaxed during the promotion period, and e-commerce advertisers are advised to increase their investments appropriately.

Author: Tencent Youlianghui

Source: Tencent U-Link