Information flow advertising, how to make Toutiao information flow?

Toutiao's information flow advertising is a form of native advertising that is interspersed in the information flow. Advertising is content and supports multiple sales methods such as CPM, oCPM, CPT, GD, CPC, etc., with multi-dimensional targeting to achieve precise reach. How about information flow advertising, how to do it in Toutiao’s information flow? Below, Feng Chao from Dongguan Internet Promotion will give a detailed introduction on how to place advertisements on Toutiao.

Information flow advertising, how to make Toutiao information flow?

1. Introduction to Toutiao Advertising Platform

Toutiao ads include Toutiao ads, Douyin ads, Volcano short video ads, and Xigua short video ads. They push personalized information and news to different users based on big data algorithms. Users can learn about the most popular news and content of interest on the Toutiao APP, check their friends' reading dynamics, interact with friends, and express their own opinions. It is understood that Toutiao has a total of 480 million activated users, more than 125 million monthly active users, more than 47 million daily active users, and the number of accounts on the Toutiao platform has exceeded 120,000. This shows that Toutiao has great advertising value, huge dissemination and influence.

Toutiao detail page ads are the ad styles displayed on the article/video detail pages. They support a variety of ad styles such as small pictures, large pictures, photo galleries, videos, etc. They track user reading interests, convert interest attention into advertising attention, and provide accurate and effective brand exposure.

Toutiao ads are information flow ads, which are recommended based on user interests. For example, if a user is interested in sports, the platform will automatically recommend sports equipment ads to him/her. The ads will be included in the information "information flow" and marked with the word "advertisement". If the user is interested, he/she will click on the ad content, greatly increasing the number of ad readings. Since the ads are recommended based on the user's "interest" tag, the accuracy of the ads will also be greatly improved.

In order to improve the accuracy of advertising, Toutiao has developed multi-dimensional targeting functions for advertisers, including location targeting based on cities, business districts, etc., interest targeting based on user interests and hobbies, and basic information targeting based on user basic information such as age, education, marital status, etc., which can help advertisers improve the accuracy of advertising and allow you to deliver your ads on Toutiao to people who are interested in you.

2. Frequency filtering of Toutiao news feed ads

Toutiao’s advertising system has many frequency filtering algorithms. The following are the ones that have the greatest impact on advertising delivery:

1. New users will not see any ads within 7 days (IPAD version, IOS paid version is ad-free for life).

2. A user can see large-image ads up to 7 times a day, so there is a reason why large images sometimes do not run. You can either increase the price, improve the CTR, or wait until the next day. There are only these three solutions.

3. A user can see app download ads up to 20 times a day. If the download ad is in the form of a landing page, it will not be affected by this frequency control. If a very high download volume is required, you may wish to place more landing page ads.

4. When a user clicks the "Dislike" button of an ad (click the X in the lower right corner of the ad), even if only one of the ad plans in the ad account is clicked, all the ad plans of the ad account will no longer be displayed to the user within one week.

5. Each advertising plan will only be displayed to one user once within 12 hours.

6. Ads with too low ECPM will not be displayed and will not even have the chance to queue. The specific threshold is currently confidential. But in March 2016, Toutiao's system slightly lowered the ECPM threshold to give more advertisements the opportunity to be displayed.

The display frequency of large images and app download ads is controlled, so sometimes doing the opposite may bring you a surprise.

It can be said that any form of advertising plan has good and bad cases, so when placing advertisements, remember that water has no fixed state and the plate is constantly changing. It depends on how you operate it, but during the operation, you must remember the various algorithms above, that is, the rules of the game.

Toutiao’s information flow advertising has many advantages. It can locate the characteristics of users based on its own big data, such as your approximate age group, what topics you like to pay attention to, where you are, and what news content will attract you.

When delivering the content, precise push notifications are made based on the user’s characteristics. Financial services are pushed to people who like to read stock information; learning institutions are pushed to people who pay attention to educational news. When placing an ad, you can also set your own target audience. No matter what kind of person you want to vote for, there are labels for you to choose from.

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