Product promotion, traffic monetization... How Tencent Advertising Alliance sets the pace for the information industry

How to promote traffic monetization to improve ROI? How can the media help advertisers optimize their delivery efficiency? How to identify and avoid traffic fraud? ...Tencent Advertising Alliance has provided corresponding countermeasures to the problems that these traffic owners often encounter in their commercial operations.

Alliance status:

Three major advantages + high user coverage

Currently, Tencent Advertising Alliance covers 523 million users per month, and its daily traffic exposure in April this year exceeded 3 billion, and this number is still growing. By connecting with the leading Hero Apps in each vertical field (such as Moji Weather, ofo, Zhihu, Meitu XiuXiu, etc.), it can meet the needs of different advertisers for vertical populations and diversified scenario coverage.

Wang Bin said that after five years of development, Tencent Advertising Alliance has formed three major advantages:

1. Invalidity determination

Use the behavioral data in Tencent's product system to determine the authenticity and effectiveness of users, and conduct research and precise strikes based on the latest market judgment policies;

2. Precise targeting

By mapping Tencent's big data to identify users, the recognition success rate exceeds 90%;

3. Smart Bidding

Different prices are offered for media with different conversion effects, and bid discounts are given based on media conditions and conversion rates.

In terms of user reach, more than 90% of the users covered by Tencent Advertising Alliance traffic can be found in the database of Tencent's data ecosystem. For users that cannot be identified, the traffic flow will be stopped from downloading ads, ensuring that advertisers do not waste money. Most of the users covered by Tencent Advertising Alliance are those born in the 1980s and 1990s, who are the backbone of consumption. Their business interests cover many mainstream categories such as the Internet, electronic products, life services, games, education, food, finance, etc., making it convenient for traffic owners and advertisers to get what they need and allowing advertising content to accurately reach the target audience.

Products and delivery mechanisms:

Various delivery methods + optimization tools and methodologies

Tencent Advertising Alliance can provide four mainstream advertising forms: native advertising, splash screen advertising, interstitial advertising, and banner advertising , and all of them have the three capabilities of mobile application promotion, web page promotion , and e-commerce promotion .

Among them, native advertising is currently the most popular advertising style among advertisers, covering more than 150 million daily active users. Regarding the choice of advertising format, Wang Bin suggested: If the ability to produce materials is limited, then choose native advertising with the largest coverage, which has the best cost. For advertisers who have demand for large-scale advertising, they can prepare materials for multiple advertising formats at the same time.

Tencent Advertising Alliance also provides two "optimization tools for effective delivery" - media fixed investment tools and media blocking tools . Among them, the media blocking tool is mainly used to help advertisers block a small number of media that lower the overall level, while the fixed investment tool is more suitable for advertisers to grab volume during the campaign. Through media optimization tools, we can further ensure that advertisers can select high-value media and target high-value groups.

For the delivery process, Tencent Advertising Alliance proposed a "three-step delivery methodology":

1. Testing phase

Use sufficient delivery data to allow the system to build models and improve accuracy through narrow targeting;

2. Expansion stage

Relax targeting, try a variety of materials and copywriting, improve traffic coverage, increase bids and perform dynamic optimization;

3. Stable delivery stage

Maintain a stable number of ads with several to dozens of ads per day, adjust media screening rules based on subsequent data, and replace materials or targeting in a timely manner when the effect declines.

Through the above steps, advertisers can ensure the quality and conversion effect of the traffic they obtain, achieve a balance between cost and quantity, and continuously adjust and optimize the delivery process.

Product and model innovation:

Optimized plan + anti-cheating upgrade

In April this year, Tencent Advertising Alliance launched the "Optimization Plan", the main measures include:

1. Adjust the media settlement rules to make them more scientific

2. Support high-quality traffic

3. Eliminate the existing flows and select the best.

4. Access external high-quality traffic

5. Output the traffic monetization methodology

6. Create and promote high-quality cases

While absorbing high-quality traffic, Tencent Advertising Alliance is also constantly improving its ability to determine invalid data. Currently, the alliance can provide four major guarantees:

1. Real-time filtering and crackdown through online strategies

2. Monitoring and early warning of traffic changes

3. Offline manual analysis

4. Secondary punishment for cheating that escapes real-time filtering

Through the above measures, Tencent Advertising Alliance has helped advertisers recover a large amount of budget losses every day in the past year.

In addition, Tencent Advertising Alliance recently launched information flow advertising, which is expected to generate an average of 200 million effective exposures per day. At the same time, the alliance has also launched video ads in the native information flow in a grayscale manner. According to existing data analysis, the activation cost of video ads is 21% lower than that of positional ads of the same level, which is likely to bring about a period of blue ocean.

Author: Tencent Social Advertising

Source: Tencent Social Advertising