Detailed explanation of Sina Fuyi advertising resources!

Here is the Fuyi APP resource promotion plan covering four major contents: introduction to new APP resources + traffic and product features + overview of the investment industry + operation and gameplay!

APP resource introduction

Sina Fuyi APP information flow

It includes three popular Sina apps, among which Sina News has the largest traffic!

1. Advertising template

General information flow

Video information flow

GIF dynamic information flow

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Android Download Component

APP traffic and its characteristics

Traffic characteristics: preferential

Comparison of media traffic value: APP traffic is more active than WAP traffic, and is a battleground for advertisers!

The CTR and ECPM of APP information flow are higher than those of WAP, and the media traffic is of higher quality. Overall, the traffic value of APP is higher, which helps advertisers promote products at more favorable prices.

Flow characteristics: high recovery

The value of the devices used by the platform is high: the value of the devices used by Sina News APP ranks first among all news APPs on the Internet

The high-end models used by Sina News APP users rank first among all news APPs on the Internet. Users have high net worth and strong spending power. For advertisers, it is the best choice to obtain high-return customers.

Traffic characteristics: Multiple product promotions

Sina News APP has a more balanced gender distribution, with young users under 30 accounting for more than 70%

Users under the age of 30 are regarded as the "water source users" of the Internet: young users have strong receptive ability, high activity, and a tendency to output and share content. These characteristics will give Sina News long-term product vitality, thereby ensuring the diversity of advertisers' promotional products.

Traffic characteristics: Connect with Weibo data to make targeting more accurate

Sina News APP is connected with Weibo in terms of data and targeting, making advertising more precise

40,000+ user tag systems, 201 content categories and 81 interest areas, achieving effective user segmentation and precise targeting in algorithms

Traffic characteristics: high-end user population

Regional characteristics of media traffic: The top 5 usage areas are concentrated in first-tier cities and southeast coastal cities

In terms of usage regions, the top five regions for Sina News usage are Beijing, Shandong, Jiangsu, Zhejiang and Guangdong, which are basically first-tier cities and developed regions such as the southeast coast. Looking at the entire network, the proportion of Sina News users in first-tier cities is also higher than the average level of the entire network.

Product features: young topics

Weibo's off-site traffic, unique interactive model, and hot topic aggregation content have enabled Sina News APP to capture young Internet users and become one of the most promising promotion platforms.

"Come to Sina Circle" and "Sina Circle" and other pan-entertainment topics gather the interests of the younger generation

Develop a "News + Weibo" account system to dig deep and quickly push entertainment news

Relying on the big data traffic of Weibo, Sina News has formed an ecological traffic gameplay. Unlike many news clients that rely on APP, Sina News' mobile traffic sources are relatively broad. In addition to its own APP, it also has traffic from WAP sites and Weibo, the latter of which is of considerable scale. Questmobile data shows that the external traffic of Sina News APP is 4.16 times that of independent APP traffic.

Product Features: Content Specialization

Innovation in reading scenarios, in-depth tracking of real-time hot spots, and quality control of content. It not only attracted a large number of high-net-worth customers, but also ensured the high-quality and rapid growth of Sina News.
"Tomorrow's Headlines" deeply tracks and reports hot current affairs news.

"Second Floor": Present topics in a new interactive form, opening up innovation in reading scenarios.

High-quality content control

Sina News has 45,000 self-media accounts and has always focused on the quality and content of news. Based on the distribution of content by algorithm, it is assisted by the review and control of human editors, so that users can fully enjoy high-quality content. The innovation of reading scenarios, in-depth tracking of real-time hot spots, and high-quality content control have not only attracted a large number of high-net-worth customers, but also ensured the high-quality and rapid growth of Sina News.

Product features: Display diversity

Multi-dimensional news classification, in-depth tracking of real-time hot spots, and high-quality content control have not only attracted a large number of high-net-worth customers, but also ensured the high-quality and rapid growth of Sina News.
"Complete news categories": Sina News has 30+ news categories to fully meet the needs of all types of users.

"Multiple live broadcast styles": diverse and rich live broadcast formats make the news timely and warm.

"Multi-dimensional reading experience": In addition to graphic news, multi-dimensional videos also enhance users' reading experience.

Overview of APP information flow delivery industry

Overview

The top three APP information flow consumption industries: finance ranks first, followed by the gaming industry, and e-commerce customers follow closely behind.

Fuyi supports gaming customers with multiple products

The APP side has set up a functional matrix specifically for the mobile game industry, including mobile game crowd packages, download component optimization, video templates, etc., which provides guarantees for improving the CTR of the mobile game industry and optimizing the effects of the mobile game industry.

Invest heavily in building an e-commerce closed loop

Ruigou e-commerce system

APP information flow operation methods and introduction to the delivery industry

Consumer psychology characteristics of APP users: younger and more quality-oriented

Emotional consumption, curiosity

There are mostly young people using APPs, who generally pursue new trends, fashion and like to express themselves. Copywriters can use more novel language to promote products

Quality consumption

The APP users are mostly high-net-worth individuals. The pursuit of high-quality products and lifestyle is the consumption characteristic of this group of people. When promoting products, the quality of the products should be highlighted.

Summarize

The APP users are younger and have more high-net-worth customers. When promoting products and writing copy, we should highlight the characteristics of youth and quality.

Four steps to create APP information flow materials

1. Understand the product

Understand the selling points of the promoted products and the target promotion groups

2. Understand APP products

Understand the resource positions, orientations, and crowd characteristics of the APP

3. Combination of products and resources

Write appropriate copy based on the characteristics of the promotion group and product group

4. Evaluation and feedback

Observe the advertising effect and provide timely feedback and adjustments

Key points for APP copywriting

1. Use younger language

2. Track hot events

3. Reflect high quality

Dual-end style comparison example

Case Study: Mobile Game Customers

Promotion goals

The product promoted by this customer is a real-time basketball game, and the download and activation costs are assessed

Analysis of product features and APP end user matching

Game product gameplay and features

1. Real-time commentary. Introducing a real-time commentary system to positively encourage users

2. The pictures are beautiful. The game scenes are very close to the TV broadcast images.

3. Player development. Sign players, train teams, run companies

APP traffic characteristics:

1. Most of the people there are young, which is the best place to promote games.

2. The game is of high quality and suitable for promotion to high net worth users

3. Huge traffic of people interested in sports on the APP

Highly matched crowd

Product promotion material display

Case Study: Financial Clients

Customer promotion goals

The product promoted by this customer is a loan product, which is issued to people with stable and continuous salary income. The monthly salary income is used as the basis for determining the loan amount, and the registration cost is assessed.

Analysis of product features and APP end user matching

01. Characteristics of financial products

1. Light loans. Mainly inclined to lend to young white-collar workers

2. High credit rating, backed by a major domestic bank

02. APP traffic characteristics

1. Most of them are young white-collar workers, which is in line with the promotion target group

2. Users have a desire to pursue a higher quality of life

Highly matched crowd

Promotional material display

Sina Fuyi advertising, contact Qinggua Media official

Related reading:

1. Introduction to Sina Fuyi Advertising

2. Sina Fuyi Advertising Account Opening Price

3. The effect of Sina Fuyi advertising

4. Sina Fuyi Advertising Account Opening Process

5. Sina Fuyi advertising display style