Sina Weibo ad repeatedly blamed

Orange-born Huainan is Orange, was born in Huaibei, and this sentence in the social network ads also apply. Open Sina Weibo and watercress, you will see two different styles of advertising, the following casually take out some contrast.

The former for Sina Weibo on the promotion of advertising, the latter for the hard wide spread of watercress. The difference between the two? I don't think I need to explain it more. Look at the two ads, you may have a feeling: Sina Weibo this rough development of the place, even the advertising is brutal, and in watercress this literary and artistic place, even advertising is also literary and artistic.

As a PR person, although I have an understanding of Sina Weibo advertising, but occasionally it will be the promotion of disgust, such as the above Taobao ads, this advertisement is really for me-a man's accurate delivery? Compared with Sina Weibo advertising, watercress ads are not objectionable, on the contrary, sometimes very likable. This is not just a person's experience, a lot of people around the watercress, but also more to say that there is no interference in the watercress ads.

So why is the advertising of watercress few people to deny, and Sina Weibo advertising has been the stigma?

Rough Sina Weibo AD and accurate watercress ads

Sina Weibo's main advertising category has micro-blog top ads, bottom ads, side bar ads, and other forms, the most brutal of these is Weibo promotion (including fan-and window-hard advertising), if the top, bottom and sidebar ads are similar to the TV before the launch of the ads, the micro-Bo promotion is like directly in the TV show spots ads, In the words of TV dramas are not broadcast in the way of advertising, and micro-Bo is the opposite, this "rough spots" of the form of advertising, seriously affecting the user experience, the stigma is also inevitable.

Watercress Advertising and micro-blog significantly different, its main category has a watercress reading to the right of the electric dealer to buy a website (such as Amazon, when waiting), watercress movie related online Select ticket purchase link (which has the movie tickets of the major cinemas online purchase), watercress with the city's activities to buy tickets link (including concerts, salons, etc.), As well as the Watercress radio broadcast ads and various pages of the hard and wide promotion.

The first three kinds (watercress books, movies, purchase links with the city) Form of advertising, the slightest impact on the user's experience, instead, they through this form, so that people who want to buy products quickly and conveniently find the purchase of products links and complete the purchase, effectively enhance the user experience.

The radio ads in watercress are relatively hard advertising, similar to the radio spots. But there are three points to decide that users will not be upset about the ads. The first is that users listen to watercress radio 30 minutes will not hear ads, which is basically to allow some users to accept the time. The second is paid users (10 yuan per month) can listen to its high quality + no advertising version. The third is that watercress is an excellent product, it recommended the accuracy of music is very high, to listen to the price of advertising, in exchange for the precise music recommendation of watercress, which for most people is a cost-effective business.

The hard wide spread of watercress may be the most hard of all forms of advertising, and relatively the most important to users. But it has two points in different places from Sina Weibo. The first is the advertising unified placed on the right side of the page, which makes the Watercress page looks at least neat. The second is the overall style of advertising fresh, literature and art, the overall line with the tone of watercress, basically no Shong sense. See the watercress ads, and then look at Sina Weibo ads, will make people feel from the design of exquisite shopping malls came to sell goods underground channel. Watercress hard wide of these two characteristics so that it is not affected by the user's large area of disgust, on the contrary, many users also praised these ads.

Sina Weibo advertising vs. watercress ads

The character of the advertising position of the name form

Sina Weibo advertising page hard wide + microblogging promotion of a number of rough show + insert

Watercress Advertising page hard wide + purchase link + Radio hard wide unified on the right side Show + need to provide

Through the above analysis can be found in watercress ads and Sina Weibo ads the biggest difference is two, one of the two attributes of different, watercress advertising is provided when needed, and Sina Weibo ads are forced to provide, some people may say in the era of large data, precision advertising push is the future trend, but no matter what the future, Sina Weibo's advertising is far from accurate, the second for the visual effects of the two different, watercress advertising form neat, orderly, literature and art, in line with the watercress, and Sina Weibo ads disorderly, disorderly, not necessarily in line with Sina Weibo.

So overall, Sina Weibo is in the traditional advertising thinking advertising, and watercress is in the use of social advertising thinking advertising (on this point can refer to the previous article "like doing advertising.")

Sina Weibo advertising should slow down the pace

Wu once in the "wave of the top" in the application of the Internet company's genetic determinism, watercress ads and Sina Weibo advertising difference is obvious, in essence, because the two genes are different, watercress is a slow company with art and literature, and Sina is a fast Company with media properties.

Watercress this has more than 8 years of history of the company, only 3 years ago launched a display-type ads, from this is not difficult to see that watercress to the user experience of extreme attention, it will not be like Sina Weibo as a result of the rush to profit and in many respects ignore the user's experience. Advertising door in a report on watercress wrote: Watercress to advertisers have insisted-to use the language of watercress and users to communicate.

Slow gene determines the watercress for advertisers demanding, decided the watercress ads did not deviate from the watercress track and did not affect the user experience results.

And the fast gene makes Sina Weibo walk the pace has been very fast, but sometimes walking too fast to forget the original intention of starting. Sina perhaps should stop to ponder some questions, for example: Why own advertisement is scolded by innumerable people, and the advertisement of watercress is no one scold?

Ps: This article can be with the @puting "Why do we have to Sina Weibo Taobao ads brooding on it" put together to read.

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The author of this article: @ Seek space