What should we learn from the WeChat ads on Internet TV?

On January 25, 2015, Tencent teamed up with BMW, Coca-Cola and Vivo to advertise on WeChat Moments, heralding the official arrival of WeChat advertising. This model of everyone advertising on Weibo and WeChat has taught us a lot, and the effect of WeChat Moments advertising is jaw-dropping.

Previously, when advertising was placed on Weibo, it was met with criticism, but now advertising on Moments has been greeted with a peaceful atmosphere, and has even been rated as a more topical and "friendly" advertisement.

According to intelligence reports, the first batch of WeChat Moments feed ads were placed based on the analysis of users’ red envelope cash flow. “In 2014, Moments with red envelope traffic below 1,000 yuan were concentrated with Coca-Cola brand ads, Moments with 1,000-10,000 yuan were concentrated with Vivo brand ads, and Moments with more than 10,000 yuan were concentrated with BMW brand ads.” Netizens joked, “This time, each ad was placed on 10 million users, totaling 30 million. Those who didn’t receive it didn’t even qualify to be placed. Those who received Coke were losers, those who received Vivo were middle class, and those who received BMW were rich. This is big data, just identify yourself.”

Of course, not everyone can get a BMW, and for those who can’t, please carefully consider the secret of “precision delivery”… It can be said that this is no longer about advertising, it is about showing off your style and pride! It is also about honor and status! What kind of advertisement you get proves what kind of attributes you have!

In terms of communication effect, the first WeChat advertising campaign was well-deserved and did not lose the legendary reputation of WeChat advertising for being high-end. The three brands that successfully landed on the platform were one step ahead of others. Their brand popularity once again swept the Internet, and they established the status of WeChat advertising in brand promotion. The three brands joined hands to verify what the WeChat platform said: "Advertising can also be a part of life."

It can be said that the initial trial of WeChat advertising was a complete success, from the classification of WeChat user groups, to the precise delivery of advertisements, to the vigorous dissemination of advertising effects.

The success of WeChat's advertising has also made advertisers focus on the Internet again. In the Internet era, precise advertising based on big data analysis will be more popular and sought after by advertisers. In the future, advertising will not only be a delivery for users, but the interaction between the two will be closer.

Coincidentally, in the currently hot Internet TV field, a company called "Youpengpule" has previously announced that it will work with Guangdong Radio and Television Station to carefully select 10 major advertisers in 2015 and issue 500 million yuan in Internet TV advertising red envelopes on its Internet TV platform.

Like WeChat advertising, Internet TV advertising relies on big data analysis to help advertisers lock in target groups and quantify advertising costs when advertising. Currently, more and more advertisers are willing to actively use Internet TV for integrated marketing. Internet TV advertising will fully reflect its "interconnected" characteristics and interact with users.

According to Nielsen Network data, television is still the world's largest advertising medium, with television advertising spending accounting for 57.5% of global advertising spending. Internet TV, which has both "Internet" and "TV" attributes, will present an advertising effect of "1+1>2". This time, Youpengpule and Guangdong Radio and Television Station jointly issued 500 million red envelopes to test advertising on the Internet TV platform, which will effectively cultivate the Internet TV advertising market. Strong demand plus capital injection will "break the ice" for the development of the Internet TV advertising market.

Han Yibing, vice president of Youpengpule, said that Youpengpule's "500 million advertising red envelopes" campaign coincides with many of the ideas of WeChat advertising. Youpeng will carefully select advertiser brands to meet their needs for precise delivery in the new media advertising field, and through the interaction between Internet TV advertising and target users, the brand will successfully bind the target users and further enhance the brand value of traditional advertiser brands. It can be predicted that with the implementation of the 500 million advertising red envelope plan, advertisers will achieve unexpected advertising results.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.