After the traffic dividend disappears, how to play information flow advertising?

After the rapid development of mobile Internet in recent years, the traffic dividend has disappeared, CTR growth is difficult, the creative life cycle is shortened, user growth is weak, the optimization effect of existing advertising optimization methods is limited, new advertising delivery tools are constantly iterating, and the establishment of a refined operation closed loop has become increasingly difficult... These sudden anxieties have caused many advertising optimizers and Growth Hackers to group buy Bawang anti-hair loss and wolfberry thermos cups.

Today, we will briefly talk about "how to play information flow advertising " from the aspects of information flow channels , styles and content, so as to achieve 666... ​​The content is relatively simple and suitable for novices to get started, and experienced people can skip it...

Channel Identification

Information flow is a form that is closest to native advertising . As described in the definition of native advertising: it presents brand information through "harmonious" content, does not disrupt the user experience, and provides users with valuable advertising information.

Before coming up with creative ideas for information flow ads, we must clearly know which channel this information flow ad will be placed on and what category this channel is.

From the current application channels of information flow advertising, there are mainly four types of channels:

Different types of channels, due to the different ways of presenting UGC or PGC content, content attributes, and content styles, determine the differences in advertising format, copy content, and visual style in information flow advertising design.

Generally speaking, for information flow ads, the more native the ad is, the higher the CTR will be during its delivery, and the eCPM will also increase accordingly, so that higher pCTR and exposure can be obtained under the delivery of the advertising plan.

So how do we achieve originality?

Native Implementation

From the perspective of the media, originality is more reflected in two aspects:

– Style Native –

That is, the form of presentation of the advertisement is consistent with the form of presentation of the product content itself, and the presentation of the advertisement is more natural and not so abrupt. Most mature advertising media have already taken this into consideration when designing their advertising formats to ensure an optimal user experience .

Taking news and information channels as an example, information flow advertising generally includes three forms:

Small pictures, large pictures, group pictures

(Currently, many mainstream platforms also include video styles, and the display format is similar to the large picture below)

So how to apply it? In general, it is recommended that:

Scenario-native: The advertising content that appears has a certain relevance to the user’s current usage scenario, which provides positive feedback to the user.

Pain point native: Starting from the user's usage scenario, according to the product's unique selling point, associate the user's pain points, combine the characteristics of the channel and the form of advertising, and design corresponding advertising images. The following smoking cessation advertisement:

Native audience behavior: In addition to scenarios and pain points, we can start from the usage habits of channel audiences as the starting point of creative design, and produce relevant advertising images and advertising copy based on the audience's motivation (psychology) and usage habits (purpose of use, usage time, interactive behavior) for using the channel.

In information flow advertising, the use of nativeness makes the advertisement look less like an advertisement and more naturally integrates into the content that users browse. Users will not be very repulsive and will have a more friendly attitude, thereby improving the CTR and C VR of the advertisement.

The author of this article is @堂主谈创意 and it 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