Over 1 billion monthly active users! Check out the advertising in Moments!

On March 21, 2018, Tencent announced its fourth quarter and full year comprehensive results for 2017. The report showed that Tencent's total annual revenue was 237.76 billion yuan, a year-on-year increase of 56% . Annual profit was 66.404 billion yuan , a year-on-year increase of 44% . During Q4 2017, Tencent's revenue was 66.392 billion yuan , a year-on-year increase of 51% ; operating profit was 25.724 billion yuan , a year-on-year increase of 85% , and revenue from online advertising reached 12.361 billion yuan .

The financial report shows that after the Spring Festival, WeChat’s monthly active accounts exceeded 1 billion, making it the first social product in China to enter the 1 billion user club.

At the same time, we can see Tencent’s efforts in social advertising, and the contribution of WeChat cannot be ignored. In the fourth quarter of 2017, social and other advertising revenue increased by 68% to 8.24 billion yuan , mainly from the growth of advertising revenue from WeChat Moments and WeChat public accounts, as well as advertising alliances .

Among them, WeChat Moments advertising is favored by advertisers due to its unique advantages. So what are its advantages?

a. Massive users: almost all mobile Internet users in China;

b. Precise reach: You can classify notes by group and promote them only to the target audience;

c. Native advertising: The content of the Moments ads published is similar to the original Moments content, which provides a good user experience;

d. In-depth interaction: users can directly leave messages and interact with Moments ads;

e. Marketing closed loop: can achieve promotional purposes such as public account attention, card circle distribution, customer information collection, etc.

f. Effect tracking: obtain the delivery effect in real time and adjust the creative in time;

WeChat has over 1 billion monthly active users, with users mainly aged between 15 and 40. The penetration rate in first-tier cities reaches 93% , covering the core user groups. At present, most people who use WeChat in China are concentrated in the middle-aged and young groups. They are a high-quality user group with strong fashion concepts and outstanding purchasing power.

On the other hand, mobile phones have become an integral part of people’s lives in modern society. Users’ dependence on mobile phones, especially the top social apps, has also increased the user conversion rate of WeChat Moments ads.

Moments ads include graphic ads, video ads , card ads, opt-in card ads, and advertiser interactions. The most crucial thing is the presentation form of original advertising, which increases user acceptance, reduces interaction costs, and is more conducive to the dissemination of advertising information.

a. Graphics and text advertising

b. Video Advertising

c. Card advertising

d. Selective card ads

e. Advertiser Interaction

Take local promotion as an example:

analyze:

Related entities: Moments ads will identify store information, so users can find that the store is very close to their office or residence, which can enhance their sense of being “near” and make them feel close to the store.

Precise reach: The delivery platform supports fine-grained regional targeting. In addition to cities, districts and counties, a new business district dimension is added for greater precision.

Customized delivery time period: supports setting daily delivery time interval for ads. During non-delivery time period, ads will not be delivered to new users. Currently, the shortest time interval setting supported is 6 hours.

Not only for local promotion, Moments advertising also has a good effect on brand event promotion , public account promotion , mobile application promotion , and WeChat card and coupon promotion .

Moments ads have strong social attributes and high accuracy. Native ads enhance their own credibility. The promotion forms are diverse and effective. They have become a battlefield for advertisers to compete for placement.

A few days ago, the article "New Capabilities of WeChat Advertising" showed that Moments advertising supports the delivery of mini-program landing pages and simplified native pages. The increase in the number of ways to advertise in Moments also responds to the extensive marketing needs of businesses in the WeChat ecosystem , especially the desire for Moments advertising. We are also full of expectations for this. What kind of explosion will the next marketing growth of WeChat advertising bring? How will the number of advertising spaces in Moments change? What kind of monetization capabilities will the advertising potential accumulated by WeChat Moments over the past three years have? We look forward to it together.

The author of this article @微斯敦 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games