More than half of users are not surprised by the appearance of their friends ' ads

Absrtact: Introduction: Since the Friends Circle AD debut, Penguin Smart Cool immediately launched a survey of Chinese netizens. It's pervasive, you have nowhere to hide, what is it? It's advertising. Micro-letter team issued the first micro-letter friend Circle Advertising, the point of praise, the panic

Introduction: Since the Friends Circle AD debut, Penguin Smart Cool immediately launched a survey of Chinese netizens.

It's pervasive, you have nowhere to hide, what is it? It's advertising. After the micro-letter team issued the first micro-trust Friends Circle ads, the point of praise, there are panic. In fact, advertising is not born hateful, what is missing is change.

Since the appearance of a circle of friends, Penguin Intelligence has launched a survey of Chinese netizens, from the coverage of the circle of friends, user acceptance, and "good advertising user recognition" and many other dimensions, the analysis presents a friend circle advertising this "big event" of the real user feedback map, and explore the future direction of product evolution.

More than half of users are not surprised by the appearance of their friends ' ads

In fact, not all users will be able to see the first circle of friends advertised by the micro-credit team. 57.7% of users said they saw the "what it is" circle of friends ads, 34.4% users said they did not see. And 7.9% of users say they don't use their circle of friends.

This data is a reflection of the popularity of the circle of friends in users. Lenovo to the micro-letter month active users 468 million of the scale, it is not difficult to speculate that the emergence of advertising will affect the user range.

So for the sudden appearance of the circle of friends advertising, users are psychologically prepared? In fact, more than half of the survey users were not surprised.

51.9% of users said it was not surprising, after all, information flow advertising has emerged in other social products in the country. Another 48.1% of users expressed surprise that this was beyond their expectation.

Users of the information flow ads are not unfamiliar, 72.1% of users have seen

Micro-Credit Circle advertising is actually information flow (Feeds) ads, this form of advertising and social platforms, friends on the form of the message forms, converged in the flow of data in order to reduce the user's harassment.

Early in the circle of friends, Sina Weibo and QQ space on the use of the form of information flow advertising. The results also show that users do already experience the ads, and 72.1% of users say they have seen information flow ads in other social products.

Since the form of advertising is not unfamiliar, users of the circle of friends to accept ads in a "reasonable interval" is not surprising. But as the micro-credit team mentions in its advertising campaign, the key problem with advertising in today's social products is that they don't understand users. And obviously, in this respect, micro-trust wants to make some changes and efforts through the circle of friends advertising.

Since the final audience of advertising is the user, then users of various Internet products in the information flow ads, in the end what dissatisfaction and improve demand?

Ad frequency is too high the most users spit

In the choice of the most want to spit in the information flow of advertising issues, the highest ranking is "ad frequency" too high, 51.5% of users chose the bar. The second problem is that "there are no complaints about bad ads," with a 27.1% selection rate. The third problem is that there are too many advertisements for low-quality counterfeit products, and the selection rate is close to the second one, about 22.6%. "Ad display form abrupt rigidity" in the top six questions, that the insertion of the information in the flow of advertising is not because of the display form by the user aversion.

Compared to the "advertising is not intelligent," the need to devote long-term efforts to solve the problem, advertising and the balance of the content of the problem is more prominent. If we can solve this problem first, the information flow advertising experience can be significantly improved word-of-mouth.

Users need to "block and complain bad ads" function

In this interactive internet era, users are also looking forward to more interaction with advertising. This interaction includes shielding and complaining about bad advertisements, as well as activities that can form interactions to harvest bonus benefits or bonuses.

Of the six advertising improvements offered by Penguin, 42.5% of users expect to have the ability to block and complain about bad ads. In fact, most of the domestic information flow ads provide a click similar to the "I am not interested" button to hide the user does not like the ads, but this kind of shielding and complaints to interact with the settings there is room for optimization, such as to give users a more direct way to express their views.

The appeal of personalized advertising is ranked second, which has always been the common demand of users and advertisers. A somewhat unexpected result is that, compared to the quality of advertising copy and image improvement, users would prefer to obtain affordable advertising benefits, such as micro-credit red envelopes. Therefore, how to pass the micro-letter platform of multiple products, so that advertising better promotion, will test the wisdom of businesses and micro-trust platform.

User's "Likes and dislikes": The accurate advertisement is favored, the electricity merchant and the application downloading advertisement most hates

As long as there is a correlation between advertising and user attributes, 23.8% of users are receptive to any type of advertising, which is the first choice. The only second to third place to narrow the gap is the ads that participate in the promotional activities and the welfare advertisements that can receive the micro-credit envelope.

Ranked in the fourth place is the "quality of the major brand main advertising." This kind of advertising is also the current micro-trust friend Circle preferred type of advertising. followed by the Life Service category O2O advertising and micro-credit promotion ads.

For the current information flow ads appear most of the Electronic business and application download ads, the user has apparently started to get bored, both in the end.

35% of users have been involved in Friends Circle ads

Out of the circle of Friends advertising itself, Penguin Smart also investigated the current friend Circle friends to send ads. 89.8% of users said they had seen their friends ' ads in circles. This reflects that the circle of friends has long been a user to choose to send advertising platform, even if the micro-letter official ads did not appear, various "advertising party" has also occupied a lot of people's friends circle of information flow.

For this advertising behavior from friends, the user participation rate of about 35%, of which 29.8% of the users are occasionally involved, 5.2% of users often participate. A lot of users in the Penguin Smart Survey review of feedback, will choose to block those who love to send ads friends.

Although many users have doubts about the acceptance of information flow ads, at the end of the survey, when we let users change their identities and let them stand on the position of an advertiser, whether they would consider advertising in a circle of friends, 60% of users accepted the commercial value of the platform and expressed their willingness to consider it. As a product of the actual user, users can better understand the circle of friends to their own information coverage ability.

Conclusion: Both advertisers and users need an "important answer"

Advertising is the pursuit of the art of balance, one end is the interests of advertisers, the other end is the product of the user base, control the balance of the protagonist is the platform itself. The best scenario is, of course, accurate and relevant, allowing advertisers to influence the users they want to influence, and letting users see ads that help them make consumer decisions.

The user's feedback in the survey is in fact the first focus on advertising to show the rules and quality itself. Therefore, from a short-term perspective, how to control the frequency of advertising, to eliminate low-quality and counterfeit products, advertising is the first Test of Friends circle ads.

This has long been a different from the traditional advertising era, the technological environment has been replaced by the user to see that advertising has the potential for interaction. So, users are also expressing the demand that they want to get feedback on the actual benefits of advertising, such as to receive micro-letter red envelopes, to obtain some discount coupons. This is the advantage that micro-credit can take advantage of.

Does micro-trust understand you? Also remember the "point of praise too easy, face to boast too difficult" welcome interface? It shows how much praise we have delivered in the past year, and how much we have gained. The accumulation behind this is actually gradually "understand" your process.

From foreign Facebook to domestic micro-blogs and micro-letters, information flow advertising remains one of the most important business models for mobile social products today. In the long run, if the information flow ads to the circle of Friends is an "important moment", then how to continuously optimize the accuracy of advertising, will be the platform to give advertisers and users an "important answer."