Douyin ’s brand advertising product matrix: Douyin splash screen ads, information flow ads, sticker ads, music library ads, and expert ads.
1. Tik Tok opening screen + information flow advertising
Standard configuration for product/brand promotion: no interference in opening screen promotion and strong coverage of information flow content.
2. Tik Tok information flow + influencer advertising
Method 1: Place customer advertising materials in information flow, redirect external links to H5 landing pages, and use expert videos to assist in promotion.
Method 2: Use the Tik Tok information flow to attract traffic to expert collaboration videos, and embed soft ads in the form of native content to reduce user resistance to ads and enhance the depth of content dissemination.
3. Tik Tok opening screen + information flow + influencer advertising
Method 1: Place customer advertising materials on the splash screen & information flow, redirect external links to H5 landing pages, and use expert videos to assist in promotion.
Method 2: The opening landing page jumps to the video details page, and additional information flow ads are placed to increase the communication impact.
1. Tik Tok splash screen ads - product introduction
1. Display rules
The first entrance when you turn on the machine has a strong visual impact and no interference, strongly targeting the new generation of consumers
There is no limit to the number of splash screen ads that each user can see per day. Note: For newly installed users, no splash screen ads will be displayed within 7 days.
2. Product Description
Targeting function: CPT does not support targeting, while CPM supports age, gender, region, and platform targeting.
Display rules: 3 seconds for static, 4 seconds for dynamic, 5 seconds for video, supports pure display and landing page jump (supports setting direct links to jump to the internal pages of the Douyin APP).
Prohibited industries: Based on the restrictions on the advertising review industries, the following restrictions are added: adult products; video products; community social products; filming tool products. It is recommended to consult the advertising review team before launching in controversial industries.
3. Delivery effect
Average click rate of static opening screen: 5%-5.5%
Average click rate of dynamic opening screen: 6%-8%
Average video opening click rate: 10%-15%
The advertising effect is affected by the content of the material, and the data is for reference only.
4. Sales method
Q2 Douyin opening screen publication rules: CPM sales support age, gender, region, and platform targeting, and are charged according to the publication rule premium.
No additional charge for age or gender;
Region: core cities +30%, key cities +10%;
Platform: IOS +30%.
The publication price of the national version of Douyin's mobile regular advertising resources in Q2 2018
2. Tik Tok Native Information Flow - Product Introduction
Brands can promote short videos of 5-60 seconds and display them in the Douyin recommendation stream in a native advertising style, seamlessly integrating into the Douyin recommendation stream to help advertisers achieve their marketing promotion goals on Douyin.
1. Product selling points
Dominating the screen without interference: Displayed in full screen in the Douyin recommendation flow, the advertising content is delivered without interference, bringing a new visual experience of vertical screen on mobile terminals.
Account association, strong fan gathering: the native information flow is connected with the brand Douyin account, supporting brands to continuously accumulate fans and break through the bottleneck of brand marketing development.
Support sharing and promote dissemination: Users can share advertising content with friends on Douyin or other social platforms. It has been connected with current popular social software to help brands spread across all platforms.
2. Effect reference
Average click-through rate: 0.15%-0.4% (click-through rate = clicks/impressions)
Average interaction rate: 3%+ (interaction rate = UV with ad interaction/UV with ad exposure)
Interactive behaviors include: like, comment, forward, follow, enter the homepage, view related music, and click on topics.
3. Douyin single page information flow - product introduction
1. Product Logic
Recommended stream 4-1: The fourth video is the first one to be swiped in the Tik Tok recommended stream.
Unlimited position and guaranteed GD: When users browse the Douyin recommendation stream, they can see an advertisement every 5 minutes. Brand advertisements will appear in the first 60 videos of the user's recommendation stream.
Ad frequency control: Each ad is shown only once to each user per day.
New user protection policy: No ads will be displayed to newly installed users within 7 days.
Support closing ad comments: If this option is checked, users cannot comment on this ad video, but modifications are supported during the delivery process.
Data disclosure: impressions, clicks, video playbacks, interactive data (likes, comments, shares, new followers, homepage visits)
Third-party monitoring: supports third-party exposure, clicks, and video playback monitoring. Partners: AdMaster, Miaozhen, Gridsum, Nielsen
Support application download: click the jump button for silent download on Android and jump to APP Store on IOS.
2. Sales method
How to buy: GD sales, GD price for unlimited position and guaranteed quantity is 240 yuan/CPM, Douyin recommended flow 4-1 price is 320 yuan/cpm, only supports advance reservation of inventory for the next 28 days, and does not support reservation beyond the deadline.
Targeting method: Supports age, gender, region, and platform targeting, with additional charges based on the publication premium rules. No additional charges are made for age and gender; +30% for core cities, +10% for key cities; +30% for IOS.
Material requirements: The same material can be released continuously, and the maximum number of days for release shall not exceed 5 days (Note: If the same material is released continuously, multiple duplicate videos will appear under the customer's Douyin account. For example, if 1 video is released for 5 consecutive days, 5 identical videos will appear under the Douyin account. At the same time, these 5 video materials are independent of each other, and the comments, likes, reposts and other data will be accumulated separately and will not be superimposed).
Prohibited industries: Based on the restrictions on the advertising review industry, the following restrictions are added: adult products; video products; community social products; shooting tool products. Douyin has added a second review process. It is recommended to consult the advertising review team before launching in controversial industries.
4. Tik Tok Sticker Ads - Product Introduction
Brand-customized Tik Tok stickers can be downloaded and used by users in the sticker column when shooting.
Sticker type: 2D face pendant sticker, 2D foreground sticker.
1. Product selling points
The usage scenarios are native, users actively use it, the acceptance is high, and the interaction time is long;
Stimulate users to actively spread the word, and after sharing and spreading, trigger secondary use;
The advertising format is vivid, which improves the brand's favorability among Douyin users;
Directly display product effects and stimulate users' potential purchasing behavior.
2. Sales Rules
Price: 1.6 million per 7 days
Position: The fourth position in the first row of the Douyin sticker column for 3 days, and the position will be random for 4 days. For continuous purchases, you need to design multiple stickers to ensure that they are changed once a week.
This product is a non-standard product, the quality is not guaranteed, and it does not support third-party monitoring;
Tik Tok has the final say on whether a sticker meets the standards for going online.
5. Douyin Commercial Music Advertisement - Product Introduction
Enter the customer's own copyrighted commercial music into the Douyin music library. After entering the library, users can search for the music in the music library and use it for video uploading/shooting on the Douyin platform.
1. Warehouse Rights
The song title and content can contain brand words;
Pin the search for song names in the music library: After adding songs to the library, you can search for the song names accurately, and the search results for the music in the library will be pinned to the top; the pinned search results will be valid for 3 months, after which the music library can be searched, and the position will be random.
Binding of music recommendations related to the challenge: After the music is added to the library, it can be associated with the customer's spontaneous challenge homepage; after association, click the participation button at the bottom of the challenge homepage to jump to the music page, and the music recommendations in the library will be pinned to the top and will be valid for a long time. One song in the library can only be bound to one challenge homepage.
2. Sales method
Selling price:
3. Sales Rules
Tik Tok has the final say on whether music meets the standards for inclusion in the library, and orders can only be placed after the music has been reviewed and approved;
After commercial music is officially stored in the library, the music library can accurately search for the song titles in the library, and the search results will be placed at the top;
The same music in the library can only be bound to one recommendation position on the challenge homepage;
This product is a non-standard product, the quality is not guaranteed, and it does not support third-party monitoring;
Before placing an order for non-standard products, the price must be confirmed and the materials must be reviewed.
