360 Premium Advertisements Take Over the Screen with New Play

In recent years, when people talk about online marketing, they seem to only know about SEM and information flow. After decades of development, SEM has become relatively stable. However, with the popularity of information flow in the past two years, the competition has also been extremely fierce. So, in addition to SEM and information flow, what other ways and channels are there for corporate brand marketing?

In addition to search and information flow, what other ways are there to market your business?

When it comes to marketing, we are familiar with SEM and information flow. If the former is a passive advertisement triggered by search behavior, then the latter is actually an active display advertisement. In addition to the commonly known information flow or feeds, display ads actually have many other forms, such as scene window ads and premium product ads in 360 display ads.

Next, I will take 360 ​​display ads as an example to talk about the new ways to play with other display ads besides information flow.

1. Analysis of 360 Premium Advertising Resource Advantages

Youpin Advertising brings together most of 360's high-quality PC and mobile resources, mainly including 360's exclusive internal security guards, browsers, navigation, film and television resources, as well as external alliance media resources such as 360 Internet Security, Master Lu, Oriental Headlines, NetEase, etc. There is also diversity in advertising styles, such as screen saver resources, opening screen resources, skin resources, CUBE resources and pop-up resources.

From the resources and styles, we can see that "eye-catching" is the biggest feature of Youpin advertising. At the same time, the material review requirements for Youpin advertising are also very strict. Therefore, it is a very advantageous channel for brand promotion and can maintain the brand's tone. In addition to industries such as gaming, education, and finance, some high-end consumer products also choose to cooperate with premium advertising, such as LV, Estee Lauder, Kiehl's, Lancome, Nike, etc.

In addition to its resource advantages, Youpin Advertising supports PMP delivery. Compared with the expensive CPT, this is very user-friendly for brand owners who are more strict with budget cards. Moreover, during the advertising exposure process, PMP has a higher priority than RTB.

2. Analysis of the advantages of 360 screensaver advertising, which industries are it suitable for?

Speaking of "eye-catching", I have to mention screen saver ads, which are full-screen ads implanted when the computer enters screen saver mode. They may be the largest advertising space online. In addition to being large, the material requirements for screen saver ads are generally relatively high, so they are relatively beautiful. Generally, they are actively triggered and displayed when the user returns to the computer, so the user experience is better without interruption.

Imagine, for the same game, Romance of the Three Kingdoms, which one is more exciting, more impactful, and more memorable: the small-size picture you see on your mobile phone or the full-screen scene picture on your computer? Correspondingly, which brand promotion effect is better?

Of course, the latter has a stronger brand effect.

After talking about size, let’s talk about flow. The average daily traffic of screen saver ads exceeds 300 million, the eCPM is 4-6 yuan, and the CTR is 3-3.5%. What is the concept of this? To put it simply, it means large traffic, low price and good effect. Relatively speaking, the budget potential is relatively large, so it is very suitable for industries such as games, education, finance, e-commerce, and tourism. Here are some excellent placement materials for your reference.

1) Gaming Industry:

2) Education Industry:

3) E-commerce brands:

JD.com Taobao

· NIKE

Louis Vuitton

There are several main directions for optimizing CTR of screen saver ads:

1. Diversification and targeting of materials, designing different material ideas for different groups.

2. The aesthetics and stimulation of the materials can restore the user usage scenarios to the greatest extent possible. The oversized marketing booth is displayed in full screen, and you must take advantage of the eye-catching features of this resource.

3. Pay attention to the decay period of the material. Generally, the first three days of new material are the best stage for CTR and CVR performance, and then they begin to decline. The life cycle is about one week, so remember to replace the material in time.

3. High-quality product advertising multi-link multi-scenario integrated marketing strategy

So many resources have their own advantages, so how can we integrate and utilize them to maximize the achievement of marketing goals?

Next, let’s look at a case study of integrated marketing using 360 Premium Advertising.

1. Launch background : Think Pad product upgrade and iteration

2. Promotion goal : brand promotion + acquiring target customers

3. Product selling points : lighter, more flexible, safer, clearer, efficient storage, longer battery life, safety protection, and high-speed computing.

4. Product audience : Category B - corporate buyers; Category C - office workers

5. Delivery strategy:

1) Comprehensively analyze search behavior, browsing behavior, e-commerce behavior and software usage behavior to target two types of users, B and C, and create different advertising ideas for the two types of users.

2) With the help of 360 SafeGuard's power-on time calculation function, users with longer power-on time are identified as potential users with stronger intention to change their phones, and advertisements are pushed to them.

3) Integrate delivery resources, including “startup + pop-up window + navigation + screen saver + opening screen”, reach users in multiple scenarios, and convert users through multiple links.

6. Delivery results:

During the 25-day promotion, the product video was viewed 15,000 times, and the UV completion rate was 462% year-on-year. In addition to a large amount of exposure to product promotion, nearly a thousand accurate user lists were obtained.

4. Summary

1) In addition to search and common information flows, there are many other ways to conduct corporate marketing. As users’ attention becomes increasingly dispersed and their time becomes increasingly fragmented, we need to explore more marketing scenarios.

2) The most notable features of 360 Premium Advertising are abundant resources, complete styles, low prices, large traffic and good results. At the same time, it has high requirements for materials and can ensure the brand tone.

3) Screensaver ads have the most obvious features: full-screen, beautiful, non-intrusive, good experience, and a high average CTR. It’s worth a try if you haven’t put it out yet.

4) Multiple resources must be used in combination to attract users' attention in various scenarios, thereby achieving multi-link brand promotion and conversion.

Author: Walk

Source: Aichisem