Unlock the most in-trend advertising methods on Tencent and iQiyi

Effective attention is the starting point of all business activities. So, for APP media, how can they make their own advertising resources attract strong attention and thus effectively improve the effectiveness of advertising and commercial monetization benefits? In today’s world of information explosion and increasing homogeneity, innovative advertising styles and gameplay may be the key to successfully achieving C-position focus!

This article will introduce some of the latest innovative advertising styles and methods launched by media giants in the first half of 2020, and provide APP partners with some new ideas and new choices for reference, helping them to create greater commercial value and double their profits!

1. Toutiao

1) New way to play the splash screen advertisement: "dual-image flow" style

In 2019, Toutiao launched the "Toutiao Screen Display" advertisement - through the seamless linkage and combination of opening screen video + information flow video, the advertising information can be presented more completely and smoothly, meeting the brand's dual demands for product quality and effect from "strong exposure" to "deep reach".

After the original video mode’s “flashing screen opening”, in 2020, Toutiao unlocked a new way of opening screen dazzling ads - launching the “dual picture flow” style . The opening screen and information flow materials will be set in the form of pictures, and the flipping dynamics will create a dazzling transition effect; in addition, in order to find interesting ways to attract user attention and interaction, Toutiao's "dual picture flow" has combined various fresh and creative gameplays.

For example, Xilinmen Mattress combines the background of "stay-at-home life" during the current epidemic with a "question-and-answer" dual-image flow to display the content of the dazzling screen picture - that is, the screen opens with an intuitive question "You've been staying at home for a long vacation, how is your waist and back?" to awaken users' attention to their own health; then enter the homepage to lead to the promotional information in the information flow picture "How to stay at home and lie down freely, it's time to change to a good mattress." By perfectly matching the previous and subsequent content, it successfully attracts more user interest and clicks (Figure 1). In addition, as shown in Figure 2/3, the suspenseful and reversal dual-image flow gameplay are used to make brand marketing more interesting and effective, while also doubling the exposure effect of the splash screen advertisement.

(Figure 1 Question and answer format)

(Figure 2 Suspense style)

(Figure 3 Reversal type)

Some information flow apps, such as information (news, car, sports, etc.), social, community, or some apps that have a special focus image area (usually at the top of the homepage) to display/recommend high-quality content in a carousel, such as video, reading (novel reading, comic reading, etc.), audio, tools, education, etc., can all consider using this cool advertising style of dual-image flow linkage (open screen + information flow/focus image linkage); in addition, the "dual-image flow" gameplay of the dazzling screen image is suitable for a variety of marketing scenarios such as new product launches, brand BigDay, product promotions, brand promotions and theme marketing . The APP can combine the characteristics of different industries and the promotion goals of advertisers to create unique creative gameplay for them, so as to quickly help advertisers achieve strong coverage, efficient traffic and conversion improvement!

2) Information flow advertising "free interaction" style

In 2020, Toutiao launched the first regular video customized interactive style for brand information flow advertising - "Interact at will" . It combines the animation effects of the video with user operations, attracts clicks from user groups through customized gestures, and completes further communication with the brand, truly helping the brand to "use troops like fingers" in the battlefield of grabbing the attention of user groups. In addition, the "Sui Xin Interaction" product supports brands to set different landing pages. For example, sliding according to the prompted gesture can trigger the advertiser's customized "easter egg" landing page; ordinary clicks or incomplete click gestures will display the ordinary video details page. This operation can effectively distinguish between core interest groups and ordinary groups.

Various types of apps that are suitable for embedding information flow ads—news and information, social, community, reading, browser, video, etc.—can choose to insert this information flow video "free interaction" advertising style. In addition, "Free Interaction" can provide advertisers with efficient, interesting and interactive delivery options, which are especially suitable for brands in industries such as automobiles, beauty and skin care, luxury goods, 3C digital, fast-moving consumer goods, real estate, and games . The APP can provide suggestions and assistance in producing creative materials based on the characteristics of advertisers' products or services, in order to attract deep participation from user groups and improve advertising effectiveness.

3) The first full-screen immersive Easter egg "magic lamp" style

In order to meet advertisers' demands for innovative and interactive advertising, Toutiao has integrated brand horizontal videos and full-screen immersive Easter egg creative formats, and launched the industry's first full-screen immersive Easter egg "Magic Lamp" style . Create an interactive mechanism in the immersive viewing scene of the golden position of information flow 4-1, accurately match brand characteristics with user group preference behaviors, create an immersive interactive experience, and help brands gain efficient attention from user groups.

The "Magic Lamp" style is similar to the "Free Interaction" style mentioned above, but it is cooler and more trendy than "Free Interaction". It is also suitable for all kinds of information flow apps. It is also worth mentioning that the "magic lamp" style can also meet the creative needs of different brands at different marketing nodes, and is suitable for customers in industries such as automobiles, 3C mobile phones, luxury goods, fast-moving consumer goods, beauty and skin care .

2. Tencent

1) Tencent Video "Shadow-like" style

Tencent Video's "Shadow-like" advertising, with the support of AI, reads billions of video frames at a speed of more than 1,000 frames per second; and through intelligent analysis of scenes, lines, people, objects, and behaviors, it can classify more than 7,000 dynamic scenes; and then use powerful directional capabilities to identify and screen corresponding scenes for just the right brand advertising implantation, allowing the advertising to blend into the scene, create audience resonance with the scene, and efficiently assist in brand marketing and promotion.

Video, audio (intelligent delivery of brand ads related to audio content, which can be audio patch ads, native audio interstitial ads, etc.), and music apps can all consider using AI technology to accurately lock the currently playing content and intelligently target advertising ideas to ensure that brand ads appear just right and touch the hearts of users, while improving the effectiveness of media advertising.

2) Immersive patch (MaxView)

Patch ads have always been an eye-catching (golden) weapon in mainstream advertising forms. With the upgrade of users, brands, and technologies, patch ads have also entered a new era. Tencent Video pioneered a new advertising format - immersive patches (MaxView), which strongly attract users' attention and strengthen brand memory through the shocking visual effects of a 3-second full-screen immersive display; by automatically pulling up the landing page, the conversion path is greatly shortened and brand conversion is efficiently promoted. It is reported that immersive patches can increase click-through rate by 3 times and traffic by 50 times!

In addition to the conventional video patch styles, video apps can consider upgrading and innovating gameplay and try Tencent Video's immersive patch style. In addition, this type of advertising style can be used for new product promotion, holiday marketing, brand effect promotion, etc. The target advertiser brands can be 3C digital, beauty and skin care, automobiles, travel, snacks and beverages, games , etc.

3. iQIYI

1) A variety of innovative "back wave" gameplay

To further enhance the effectiveness of splash screen ads, iQIYI has recently launched a variety of innovative “Hou Lang” gameplays, including: Touch the screen to interact: users slide the screen for gesture interaction, and after their fingers leave the screen, the ad landing page will be redirected, accompanied by device vibration; Dazzling splash screen: the video frame can change as the phone rotates. If the video rotates more than 45 degrees within 5 seconds, the splash screen countdown will be extended by 10 seconds, and the remaining video will continue to play; Opening Show Plus: splash screen + giant screen + the best in three linkages; Male/Female first swipe splash screen: the first swipe of the splash screen is targeted at female or male users, covering the first glance of female or male users on that day.

(Touch to open the screen)

(Swirl screen)

(Opening Show Plus)

Various types of APPs can learn from the various innovative "Houlang" methods of opening screen advertising developed by iQiyi when inserting opening screen advertisements, so as to solve the problems of strong exposure coverage and quickly capture the mind, while also bringing better advertising effects to brand owners who have product promotions, new product launches, and large-scale event promotions.

4. Baidu

1) Information flow advertising card style and navigation style

In order to help store customers increase the amount of effective leads and the number of people visiting the store, Baidu’s store promotion information flow creative has added card and coupon styles and navigation styles - select "card and coupon style" to make the store discount information appear clearly in the information flow ad, thereby improving the ad’s eye-catching ability and conversion effect; select "navigation style" to display the user’s current distance from the store in real time in the information flow ad (only displayed if it is less than 20 kilometers), thereby helping stores to effectively drive target users to shop in the store, while also helping advertisers filter out non-target users and prevent budget waste.

(Card style)

(Navigation Style)

Apps suitable for embedding information flow ads can choose to add card or navigation styles to information flow ads based on app attributes, platform environment, user habits, etc., in order to increase user click interest, attract more advertisers’ budgets, and expand monetization benefits. In addition, the card style is generally suitable for e-commerce advertisers; the navigation style is suitable for offline store advertisers (restaurants, supermarkets, cinemas, 4S stores, wedding photography shops, beauty and skin care shops, etc.) .

Only strong and eye-catching advertisements can effectively promote conversions; effective conversions can attract more advertisers’ budgets for the media and bring greater advertising monetization benefits! In order for advertisements to successfully attract users’ attention, it is particularly important to continuously iterate, upgrade, and innovate advertising styles! However, whether it is a common or new advertising style, the media must first follow the following three principles in the selection and design process:

1) The advertising style should be in line with the media platform environment;

2) Design advertising styles from the advertiser’s perspective;

3) The advertising style is eye-catching without affecting the user's normal experience.

Only in this way can advertising truly become an eye-catching (golden) weapon!

Author: SaaS Cloud Platform

Source: AdxData