Momo promotion detailed introduction!

Momo is a pan-entertainment social platform that covers multiple fields such as stranger social networking, community, live streaming, short videos, etc. Currently, Momo is the third largest social software after WeChat and QQ, with a total of more than 300 million registered users and 94.4 million monthly active users . Its user portraits are concentrated, with distinct characteristics and high activity.

User Profile

Momo users are generally very young, with a majority of them being male. They love to show off and look beautiful, have a high desire to show off and are very active, and are very receptive to new things.

Demographic attributes : 64% of users are male and 36% are female. Generally speaking, there are more male game users, and their recycling is generally better than that of females.

Age distribution : The vast majority of users are under 30 years old, and more than 52% of users frequently participate in offline O2O activities. They are very receptive to new things and are willing to try out suitable products if they encounter them.

Location : Mainly distributed in coastal provinces and economically strong provinces in central China, mainly in first-tier cities and strong second-tier cities with a large number of foreign populations such as Suzhou, Dongguan, and Zhengzhou.

Payment ability : According to official data, the average payment of Momo's live broadcast paying users is about 500 yuan per quarter. Momo users' willingness and ability to pay are still relatively strong.

Resources

Momo's advertising resources have been fully recognized by customers, and the current overall traffic fill rate is close to 100%. Momo’s advertising space is divided into three categories: nearby people, nearby dynamics, and following .

The information displayed in the nearby dynamics and attention ad slots is relatively comprehensive, supporting three forms of presentation: video, three pictures, and large pictures . The nearby people support icon ads.

1. Nearby people advertising space

2. Nearby dynamic advertising space

3. Pay attention to the advertising space

In addition to advertising space resources, data and crowd attributes are also very important, including crowd attributes, regional attributes, user environment, etc.

Not only that, AdBright programmatic advertising platform can also provide precise audience packages for designated products, which can greatly improve the efficiency of delivery.

Crowd attributes and user environment

Includes demographic attributes such as gender, age group, and interests, as well as user environment targeting such as operating system and network status.

Regional attributes

Provincial and municipal targeted delivery supports city-based delivery, covering more than 300 cities nationwide; business district targeted delivery can cover more than 3,000 business districts in multiple cities across the country; it also supports precise point-to-point delivery , covering areas with a radius of 3-15 kilometers centered on a certain location, such as schools, shopping malls, high-end communities and other precise areas, to efficiently select target users.

Customized data packages

AdBright programmatic advertising platform supports customers to upload data packages independently and use data package data for designated delivery. The platform can also provide customized data packages based on customer product types.

Case Study

Which industry brands have a high degree of match between Momo’s users and others? According to official market data, Momo's users are more suitable for gaming, finance, automobile and e-commerce brands.

1. Financial customers

Sub-industry : Small loan

Purpose of the launch : to expand brand awareness and acquire more registered users, mainly assessing activation costs and lending costs.

Optimization strategy : highlight the interest points, starting from the core needs of consumers, and focus the copy on the amount, installment, and discounts to impress consumers.

Delivery effect : Reference activation cost: 15-30 yuan

2. Game customers

Industry segment : Legend games

Purpose of the campaign : To acquire more registered users and assess the cost of registered users.

Optimization strategy : Select videos and highlight the game features in the copy, and release them during the evening traffic peak period.

Advertising effect : Registration reference cost: 140-160 yuan

3. E-commerce customers

Industry segment : E-commerce apps

Purpose of the campaign : Expand awareness, acquire more download users, and make purchase conversions in the APP.

Optimization strategy : Use three high-definition pictures to restore product details, and optimize the copywriting by taking advantage of the fact that Momo users love beauty, love showing off, and are sensitive to prices.

Delivery effect : Activation reference cost: 10-20 yuan

For Momo advertising , please contact Qinggua Media

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Momo advertising billing model, user attributes and delivery process!