Social ads contain commercial value, 10 billion-day flow to breed big effect

A few days ago, the first "Plum Blossom Marketing Innovation Award", just won two Golden Nets award of Tencent effect advertising platform to win again, won the "Marketing Innovation Annual Media Awards."
Guang-point, Tencent effect advertising platform, because of the QQ, mobile phone QQ, QQ space and other flows of rich, by the industry affectionately known as "Advertising tyrants gold." "Soil" refers to a wide range of 800 million QQ active users, 626 million QQ space active users, 300 million qqmail users, can provide users with repeated marketing, multiple dissemination of marketing soil, "Hao" and "gold" respectively represent examine autumn "Hao" directional ability and help advertising Sunday into the fight "gold" power.

Social advertising contains commercial value

According to the findings of the Nielsen Company, 91% of online consumers have varying degrees of trust in the products recommended by acquaintances, which is the magic of social networking.

As the head of Tencent's social network, Tencent Senior executive vice President Tong Dawsong has shared his definition of social advertising: "Unlike traditional advertising, advertising is no longer a dry and independent promotion of information, instead of a friend to the service participation and attention; users see no longer purely advertising, they are concerned about the friend dynamic , the result is a significant increase in ad clicks, and advertising costs are also significantly reduced. ”

The latest figures prove it. Ad revenues from Twitter and Facebook have been growing strongly, according to VentureBeat. Twitter's revenue per user was four times times that of last year, while Facebook's ad hits rose by 275%.

At present, China and Facebook are relatively close to the social network has QQ space, Renren and so on. Relying on PC end 626 million, mobile phone 357 million active users, QQ space ranked first in China's social networking site, its huge commercial value can not be underestimated.

10 billion-day flow to breed big effect

No platform can pinpoint users more accurately than social networking sites. With the continuous development of RTB (real time bidding, real-time bidding) technology, the trend of advertising oriented intelligence is becoming more and more obvious. Following the QQ space first red meter mobile phone, created 1 minutes 30 seconds after selling 100,000 sets of red rice miracle, the well-known real estate enterprise Vanke also first Test water Tencent's wide point of advertising platform, achieved good results.

Specific to the red rice and Vanke case, Tencent vice president, Tencent Wide-point director Zheng Zhihao that, whether in the electric business or O2O field, the first reason for the wide-point marketing effect is backed by massive data platform. Internal data show that the current wide-access channel total daily traffic over 10 billion, of which mobile channel daily traffic just over billion last month. Channel cover QQ, QQ space, QQ show platform and products, across the PC end and mobile phone, the future will also increase the QQ mailbox and other channels of users and traffic.

The massive data not only brings the marketing change, but also will enhance the user experience. "As a product freak, I can't even perceive it as advertising," says one user. "This high integration comes from intelligent delivery and relies on massive data mining and algorithmic analysis behind social networks."

For the target user to carry out intelligent advertising, advertisers have long been the dream. The beauty of female community is a typical case. It spreads through a wide-spread link to the spatial fan relationship chain, harvesting up to 25 million space fans, and these fans are the target audience for beauty. According to "Women, age, like collocation" and other characteristics, beauty said to find the most suitable user groups. It is reported that beautiful said every day from the certification space diversion million, user access costs far less than other advertising models.

At present, the wide-ranging data mining is divided into two dimensions of behavior and population, covering user clicks, potential pay and many other types, can allow advertisers to carry out two times, repeat marketing. To red rice marketing, as an example, a wide range of 10 million fans, these fans will continue to spread the Millet brand, after the sale of red rice mobile phone, will continue to strengthen the brand, so that the seeds of the brand in the social network platform "rooted", "wealth".

Mobile revenue rising speed beyond PC end

This June, a wide-access online Mobile Alliance, a few months have been traffic over billion, a number of cooperative app-day download more than 100,000, some developers realize a monthly income of 500,000.

Guangzhou MOM Network App Mom Circle participated in the Mobile Alliance in the beta. Mom Circle This April online, 5 months to harvest 18 million downloads, 5.3 million active users, more than the palm of the Earth, Mop and other community app. The middle of the results, but also with the promotion of wide-spread inseparable.

Some hand-tour developers have confirmed that wide-point access is the lowest cost channel for app activation. Hand Tour "War fairy" this year launched a wide-dot Mobile Alliance, during the launch to achieve 2 yuan/user activation cost, 50% registration transformation; "Time Hunter" to borrow a wide range, app active users up to 50%, strong operation and directional effect optimization, installation cost drop of 40%.

It is worth mentioning that the Mobile Alliance also has a wealth of mobile advertising master reserves. If the Mobile Alliance is a bridge, the bridge is the tens of thousands of advertisers that Tencent translates into the PC side, and the other end is the mobile developer who is eager to be present.

The bridge may be another "cash cow" for Tencent's performance--the second quarter, which has become the driving force behind the rapid growth of Tencent's advertising revenue, with the PC side still dominant, but mobile advertising has grown faster than the PC.

At present, the canton has opened up to the electric business, mobile app (mainly game), O2O and outbound four types of advertising. After three years of data and technology accumulation, committed to do the value chain of the shortest advertising system, will no longer "in purdah people do not know", and become more and more advertisers compete for the "Sweet cakes."