The most comprehensive guide to B station information flow advertising is online

BillBill is abbreviated as Bilibili. As the platform with the most concentrated users of Generation Z (people born between 1990 and 2009), Bilibili has irreplaceable value for brands and advertisers.

According to the first quarter financial report released by Bilibili in May this year, the number of monthly active users in the first quarter of 2020 reached 172 million, the monthly active users on mobile terminals reached 156 million, the daily active users reached 51 million, the average daily usage time was 87 minutes, the average monthly number of interactions was as high as 4.9 billion times, the average monthly number of active UP hosts reached 1.8 million, and the average daily video playback also reached a record 1.1 billion times.

It is worth mentioning that Bilibili’s advertising revenue in the first quarter was 210 million, a year-on-year increase of 90%. As optimizers, facing such a new information flow channel, we must understand it.

Characteristics of information flow channels at Station B

1. Display style:

Mobile-Information Stream-Small Image (New) 640 * 400

Mobile-Information Flow Large Image 1020 * 300

Mobile-Information Flow Group Map 400 * 300

Mobile-Play page recommended position first 640 * 400

PC-Play Page-Full Column 2558 * 212

PC-Homepage-Full Column 2320 * 192

PC-Homepage first screen full column 2320 * 192

2. Orientation:

Crowd targeting, age, gender

Regional targeting: core cities, key cities, other provinces and cities, overseas regions

Channel orientation: games, music, dance, life, technology, TV series, animation, entertainment, fashion, ghosts, movies, TV series

Scenario orientation, equipment, network environment

3. Display mechanism:

Multiple ads in the same position are ranked based on CPC bid and CTR.

Display ranking = CPC bid * estimated CTR

4. Deduction mechanism:

After the user clicks on the ad, the user's account is charged in real time

The deduction price is based on the user's actual bid

For example:

When doing CPC delivery, you need to select the bidding method at the planning level: CPC

After creating a new CPC plan, configure the location, targeting (supports up to 2 targeting items), and bid in the delivery unit.

The current bid floor price is 0.5 yuan; when the bid is too low or the click rate is too low, resulting in the previous display price (eCPM) being less than 5 yuan, the creative will not be displayed

5. Account structure:

Advertising plan - Advertising unit - Advertising creativity

Building a B-station information flow account

Account building process : Create an advertising plan → Create an ad unit → Upload advertising materials → Review materials (commercial operation) → Launch → View data reports

1. Create a new promotion plan

Fill in the plan name, promotion purpose, delivery method and daily budget;

2. Create a new promotion unit

01. Fill in the unit name and select the display location

02. Set the orientation mode

03. Set promotion period

04. Set your budget and bid

3. Create new ideas

01. Upload the material and fill in the creative title and description

02. Fill in the landing page link and creative tags

Attached industry restrictions:

1. Prohibited cooperation industries

01. High-risk prohibited category

A. Medical: prescription drugs; medical institutions (excluding dental and pet care); medical

Equipment (excluding contact lenses and beauty equipment); medical disinfection products

B. Finance: lending, pawning

C. Real estate development and construction advertisements;

D. Goods or services with expected return on investment, such as business invitation

E. Agriculture, forestry, animal husbandry and fishery

F. Fireworks, funeral ceremonies, and religious supplies

G. Certificate and seal engraving, lock repair and unlocking

H. Massage; KTV, bar-type entertainment venues (excluding regular mass-market KTV)

I. Mahjong, chess, cards (excluding chess and card games)

J. Consulting websites or apps with political leanings

02. Prohibition of competition

A. Mobile games

The above types of advertisements are prohibited from cooperation business scope

2. Restrictions on cooperative industries

01. Risk-limited category (only after the customer's safety is confirmed after evaluation can the free placement be added)

A. Finance: pure accounting tools; bank/credit cards; insurance; stocks; funds; futures and foreign exchange; securities; precious metals; trusts; financial leasing; auto finance; third-party payment

B. Medical: OTC drugs; cosmetic lenses, contact lenses, beauty equipment; dental care; pet care

C. General beauty (daily beauty)

D. Health food advertisement

E. Adult products

F. Liquor Advertisements

02. Competitor restriction category (not absolute competitor customers, only restricting competitor categories)

A. Animation: animation websites, animation peripheral products (such as figures), comic exhibition tickets

The above types of advertisements are limited in scope of cooperation and need to be subject to risk assessment before being placed.

Finally, in order to really help everyone, we will give you a set of "Bilibili Information Flow Data Gift Pack" for free, which includes:

B Station-Advertising Introduction

Introduction to B Station-Mutual Selection Advertising

Bilibili performance advertising ideas guidance

Bilibili Advertising-Education Industry Case pdf

Station B-E-commerce industry sales case pdf

B station-online advertising creative guidance pdf

… …

Author: Pei Jia

Source: Houchang College

For advertising at Station B , please contact Qinggua Media

Related reading:

B station advertising costs, advertising advantages and delivery process

Introduction to Bidding Ads and Access Industries at Station B