What information flow advertisements?
Information flow advertising is also called feeds advertising, which means inserting promotion information into the friend dynamics viewed by users and making accurate recommendations based on social group attributes based on user preferences. Today, I will talk to you in detail about what information flow advertising feeds are and what categories are?
Concept of Feeds Information Flow Advertising
Feeds information flow advertising is an advertisement located in the social media user’s friend dynamics, or in the information and audio-visual media content stream.
Feeds information flow advertisements include pictures, pictures, texts, videos, etc., which are characterized by algorithm recommendations and native experiences. You can use tags to targeted delivery, and choose to push exposure, landing pages or application downloads according to your needs. The final effect depends on the three key factors of creativity + targeting + bidding.
Feeds information flow advertising was first launched by Facebook in 2006. This kind of advertisement interspersed in content streams has a relatively good experience for users, and for advertisers, they can use users’ tags to accurately serve them. Therefore, especially after the advent of the mobile Internet era, it has ushered in explosive growth, and almost all Internet media have launched information flow advertising platforms.
Classification of Feeds Information Flow Advertising
1. News and Information Feeds:
Zhihuitui (Tencent Information Client, Tiantian Express), Sina Fuyi (Sina News Client), Sohu Huisuan (Sohu News Client), and NetEase News Client. These are information flow advertisements that focus on information.
Its characteristics are:
1. Users have long usage time, high frequency, and strong stickiness.
2. Since consulting products are the first to launch information flow advertisements, there are many forms of advertisements and many advertising space styles.
3. Limited accuracy, suitable for strong exposure.
2. Social Media Feeds:
Weibo Fantong/Fan Headlines, Guangdiantong, Tieba, etc. are characterized by ① Strong user interaction and information can be disseminated twice. ② It has a large amount of user registration information, and the user’s natural attribute judgment has high accuracy. .
3. Search engine feeds:
Currently, the more representative one is Baidu mobile phone, and Baidu mobile phone currently has a dual superposition function, search function + news information. Its characteristics are:
1. Because it is a dual superposition function (search + information), the users are huge.
2. The marketing delivery has high accuracy and can lock in users’ recent purchase needs.
3. The ROI (Return on Marketing Investment) is high. Due to the large number of users, the traffic cost is reduced and the accuracy is high, and the ROI is slightly higher than other information flows.
4. It started late, and the delivery format and style are relatively simple.
4. Video feeds:
iQiyi, Tencent, LeTV, Youku, etc. Given the improvement of the prospects of the Internet online video market, it is one of the most concerned information flow advertisements at present, but the characteristics of information flow native advertising make the production cost of video information flow advertisements higher, and multiple resources are required. At present, the most representative one is the inter-spreading advertisements in the online drama “Ghost Blows Out the Light” series (drama actor + advertiser product + video producer + video publisher).
5. Browser Feeds:
UC browser, Baidu browser, Sogou browser, etc., its characteristics are:
1. The user base is large and it is mostly integrated with other platforms, such as UC+Ali.
2. Only triggered on the home page, the user’s attention is low.
6. Other Content Alliance Feeds:
WIFI keys, calendar weather, etc. This type of product (service) has a large and single function, a small user base and a low frequency of use. Therefore, information flow advertisements are generally launched for multiple products. Compared with other types of information flow advertisements, the delivery scope, accuracy and conversion rate are slightly insufficient.
For more information related to Feeds information flow advertising, please contact Lanchang customer service
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