Introduction to Douyin brand advertising and advertising resources

Preface

Tik Tok is now the largest APP in China, with daily traffic exceeding 600 million active users. More and more business owners are choosing to place advertisements on Tik Tok. With so many Tik Tok advertisements, have you ever learned about brand advertising? What is brand advertising? How does it compare to other advertisements? Let me answer these questions for you.

As a brand advertiser, do you encounter the following problems?

• What is the difference between brand advertising and bidding advertising?
• What billing methods does brand advertising support? What targeting is supported?
• How are brand advertisements delivered and seen by users?
• What is the goal of optimization and what impact does it have on advertising?

The above should be the most common doubts about brand advertising. Next, I will analyze these problems for you one by one.

• The difference between brand advertising and bidding advertising

Promotion purpose: Brand advertising seeks exposure and reach, while bidding advertising directly promotes sales and conversions

Transaction method: Brand advertising is traded at a fixed price and fixed quantity (guaranteed price and quantity); competitive bidding advertising determines the transaction volume and price of advertising through auction (no price guarantee and no quantity guarantee)

Creative materials: Brand advertisements focus on brand image building and are mostly well-made TVCs, with the same materials often used on various platforms. Bidding ads use different creatives for different users

Delivery time: Brand advertising is mostly carried out in node marketing in project dimensions, and bidding advertising is generally delivered all year round.

2. Brand Advertising Introduction

1. Brand resource classification and billing method

(1) Standard advertising: advertising resources reflected in the regular sales case, which can be sold through the standard cooperation process

Non-standard advertising: advertising resources that are not included in the regular sales quotation, generally need to go through a special cooperation process to be sold

(2) Billing method 1. CPT: advertising is charged based on the duration of the advertisement and the time period.

Selling by time period: Douyin - recommended information flow - first-time targeted region - CPT time period

Monthly sales: Douyin - Search page area brand area - CPT

Sold by day: Toutiao (including Toutiao Express) - recommended information flow - targeted region - CPT

2.GD: Guaranteed quantity delivery, GD advertising is a contract advertising. The price and quantity of the advertisement are agreed upon before the advertisement is released to meet the advertiser's needs for placing specified traffic. Common sales methods include CPM: charge by impressions, that is, the cost for each thousand times the ad is displayed. (Toutiao opening screen - CPM, Douyin recommended information flow intelligent selection - CPM, Douyin super homepage - CPM) CPV: based on the number of plays, that is, the cost of every 1,000 plays of the ad (video 0 seconds of play; billing is based on the start of video playback, video effective playback: billing is completed based on the number of seconds of video playback. For example, 5S effective playback is guaranteed)

2. High-frequency display positions

Startup screen: The startup ad displayed when the app is opened but not entering the main interface

Open screen GD: the best exposure point, seize the best traffic entrance, cover the entire APP scene

First screen swipe: The first time a user opens the traffic every day, which can improve the customer's screen visibility

Information flow: Enter the APP and see ads displayed in the content flow

Example: Toutiao recommended information flow - CPT display position: recommended channel second brush fourth

Tik Tok recommended information flow first brush - targeted region - CPT, display position: recommended information flow first brush 4th

3. Directional dimension

1. Why should we set up ad targeting?

Based on advertising effect: targeted delivery, reaching the target group, making advertising delivery more accurate

Based on customer needs: There is a need for targeted purchases or the budget is not high, and the customer hopes to maximize the effect of the delivery.

2. Conventional brand advertising targeting dimensions

CPT advertising targeting: gender, time period, region...

GD advertising targeting: gender, time period, region, age group, interest classification, operating platform, network environment, and crowd group

Case: Real estate client A's new property is about to go on sale. He wants to promote his brand and encourage purchases through Douyin advertising . The brand advertising budget is 50,000 yuan. He plans to place Douyin information flow GD ads. He hopes that the people who see the ads will be older and have the purchasing power. How can he recommend advertising targeting to the client?

Optional targeting: regional customers, defining regional target audiences

Age targeting: 24-50+, targeting the target audience based on spending power

Interest category targeting: real estate, circle the target audience of real estate enthusiasts

Crowd targeting: People who intend to buy a house

4. Optimization goals

Function: When placing an advertisement, the system will select a group of people who are more in line with the expected target for advertisement display

Support type: Some GD ads (such as Douyin opening screen-CPM, Douyin recommended information flow-CPM)

Common optimization goals: preferred reach, preferred clicks, preferred calls, and preferred location. Preferred playback, preferred interaction, etc.

Note: Different resources on different terminals can support different optimization goals, which should be based on the current season's publication examples and product descriptions.

Examples of supported optimization target resources: Toutiao - recommended information flow - intelligent optimization CPM; optimization of clicks, optimization of calls, optimization of reach

Douyin - Recommended Information Flow - Intelligent Optimization CPM: Optimized Interaction (Normal GD), Optimized Click, Optimized Call-up, Optimized Reach, Optimized Playback

5. Confirm the content of the delivery

The customer has signed the contract and successfully opened an account, and has a clear intention to place an order. At this stage, what needs to be determined to confirm the detailed delivery content?

• Delivery resources: Resource type: standard or non-standard, Resource type: CPT or GD, Resource name: Resources with optimization targets, whether the optimization targets are complete
• Targeting: gender, time period, region, age group, interest category, operating platform, network environment, and crowd group
• Sales threshold: Purchase volume (Tik Tok recommended information flow intelligent optimization CPM, single plan starts at 100CM) Purchase amount (CPM resources within a single order, purchase starts at 200,000 net price; CPM resources within a single order, purchase starts at 100,000 net price)
• Delivery date and delivery amount

6. Advertising resources delivery

Order → Inventory → Plan

Order: One order email will be considered as one order (1 schedule 1 order delivery cycle: Delivery area:)

Inventory: the carrier of advertising resources and traffic. Split by delivery date and region. (One inventory is generated per direction every day)

Plan: The carrier of advertising content, including creative materials, landing pages, monitoring codes and other information. Generally, one inventory corresponds to one advertising plan.

Resource delivery time

Brand advertising does not support modification of planned running volume. The system will automatically adjust the advertising delivery speed according to the purchase volume.

Example:

7. Data indicators

• Advertisement display: When the delivered advertisement appears on the mobile phone screen of the user of Bytedance and its related platforms, it is considered as an effective advertisement display; in normal use, the user will scroll up and down the page, and each sliding in and out of the advertisement is considered as an effective advertisement display.
• Ad playback: When a video ad starts playing on the mobile screen of a user on the relevant platform, it is counted as a playback.
• When a user on a relevant platform clicks on an advertising material (including but not limited to titles, buttons, and images), thereby triggering a related event, it is considered a valid ad click.
• Effective ad playback: When a video is played on the mobile phone screen of a user on a related platform for a fixed time, it is counted as an effective playback. If the product's effective playback time is 5S, then the advertisement will be played for 5S.
• Click-through rate ctr: Click-through rate = number of clicks/number of impressions, generally used to calculate the percentage of clicks per thousand people.

Finally, I would like to share with you a successful case of Douyin brand advertising

During the 2018 World Cup, a certain beer brand received 1.4 billion exposures thanks to high-value advertising resources such as the TikTok splash screen and search information flow, as well as highly interactive and highly engaged topic challenges. The advertising views of the information flow exceeded 2.6 million, and the PV of Neymar's splash screen advertisement reached 57 million, with over 3 million clicks! The economic benefits and brand influence brought about by such high exposure are self-evident.

These are some basic concepts about Douyin brand advertising that I want to share with you today. I hope that all bosses can learn some basic knowledge about Douyin brand advertising from this article, and when you place advertisements for your own companies in the future, you can understand the rules and make your advertisements get the best conversion.

Author: Silk Road Praise

Source: Silk Road Academy