What impact will the closure of Neihan Duanzi have on information flow advertisers?

On April 10, according to the official WeChat public account of the State Administration of Radio and Television, the State Administration of Radio and Television found that the "Neihan Duanzi" client software and related public accounts organized and pushed by the company had prominent problems such as incorrect guidance and vulgar style during its inspection of the rectification work of the " Toutiao " website, which aroused strong resentment among netizens. In order to maintain the order of the dissemination of online audio-visual programs and clear the audio-visual environment of the Internet space, in accordance with the provisions of relevant laws and regulations, the General Administration ordered "Toutiao" to permanently shut down the "Neihan Duanzi" client software and public account, and required the company to learn from this incident and comprehensively clean up similar audio-visual program products.

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In other words, once Neihan Duanzi is permanently shut down, the resource locations belonging to the above-mentioned Neihan Duanzi will no longer exist, and the traffic that chooses to promote Neihan Duanzi in the AD background is expected to return to zero.

The impact of the shutdown of Neihan Duanzi on advertisers and suggestions

1. The traffic of Neihan Duanzi will be greatly affected. Advertisers need to check whether they have relevant resources to place ads. If necessary, adjust strategies and shut down.

2. If there is a default preferred ad position in your Toutiao account, it is recommended to make adjustments in time to avoid the preferred position as much as possible;

3. Toutiao app has been removed from the shelves for three weeks, and its traffic will be greatly affected. In addition, Toutiao, Duanzi, Xigua , Douyin and other products originally diverted traffic to each other. If the video category is restricted, the traffic will be greatly reduced.

4. Relevant departments have recently stepped up their inspection efforts. Advertisers are advised to check the background materials in a timely manner and add materials in strict accordance with the platform review strategy and relevant provisions of the Advertising Law;

5. Learning to draw inferences about other cases is the highlight. In addition to the jokes with connotations, Xigua Video and Douyin will also be affected. If there is a layout, the investment intensity can be appropriately reduced, or other channels can be chosen for promotion .

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

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