Sina Weibo relies on a big tree, the advertising effect is not satisfactory

Since the admission of Alibaba this big tree, Sina Weibo hope to be able to realize rapid realization through social marketing products, but so far, Sina Weibo use Taobao resources to make ads can only use four words to describe-"simple rough." And these ads are not only from personalized recommendations far, even the presentation of the way is difficult to say beautiful. and Sohu it to a number of businessmen and marketers consulted on the discovery: 1. At present, these ads are completely based on Taobao advertising system, and Sina Weibo data basically no relationship; 2. The accuracy of these ads is still too poor, has been the user's aversion; 3. This kind of advertising effect is not satisfactory, two many businessmen are still waiting to see; 4. When the next 3 years, 380 million revenue, Sina Weibo is ready to start through Taobao advertising. 5. It is expected that Sina Weibo will strengthen data mining and develop products that are more suitable for social power providers.

So on Sina Weibo page Taobao advertisement, in the end is what?

Not related to Sina Weibo data

On the Sina Weibo page, there are three Taobao ads, right, bottom and information flow. Right and bottom of the ads are mainly through the Alibaba Mom tanx SSP window promotion, and advertisers are basically the use of Taobao Diamond booth merchants.

The so-called diamond booth, Taobao is a kind of display paid by the promotion way, generally refers to Taobao home focus map, hot channel Focus map, search page right column, such as the display of ads.

At the beginning of May, Sina Weibo officially opened to Taobao Drilling exhibition, taking real-time bidding methods, the bottom banner the lowest thousands of million show bid 0.3 yuan, the right recommended the lowest 0.5 million, the minimum price of two ads are 100 yuan.

The mode of delivery is the merchant in Taobao drill show advertising system backstage Select "Stand outside high-quality resources" to participate in bidding. In addition to Sina Weibo, other resources outside the station NetEase home, the Phoenix page, and so on.

"(Sina Weibo home page Taobao display ads) entirely based on Taobao advertising system, and Sina Weibo data does not matter." "Engaged in social marketing, the founder of the Ming-Wei social network told Sohu it, this kind of advertising and other Taobao station ads basically no difference."

Precision is too bad

Similar to Taobao stand outside advertising is basically through the collection of cookies to understand the user buying habits, and similar products recommended. For example, users have browsed the rice cooker on Taobao, when he on Weibo, on the right and the bottom will appear the electric rice cooker ads. The so-called precision of the recommendation is over.

Such ads caused a lot of micro-bo users of the antipathy, such as the user has bought the rice cooker, these promotion is still in the recommended rice cooker, such as users in Taobao to see a more private goods, the next day in the office opened Micro Bo is this commodity.

Fast beer operations director of the Crown Xiang that the reason is poor precision, because the advertisers did not do a good job of optimization. The technology data docking between Alibaba and Sina Weibo will take time, the company said.

In other words, Sina Weibo does not provide business with advertising optimization tools, all rely on the business in other locations Taobao advertising experience.

"It's like you rent a house out to someone else, and you don't give a damn about how others decorate it." "A person engaged in advertising marketing of electric business said. In his opinion, Sina Weibo at least at present in Taobao advertising and no participation, just sold a piece of "plots", sitting charge rent.

Businessmen hold a wait-and-see attitude

So what is the effect of these ads? One household Shopping Network founder Jiangchin told Sohu IT,CPM ads generally see its click rate (CTR). The above "June 6-12th diamond Show category corresponding advertising data" shows that Sina Weibo bottom banner Most of the category Ctr only about 0.1%, the right recommendation Column Ctr about 0.2%. As a contrast, Taobao station advertising Ctr on average in more than 1%, and Phoenix, Youku, such as outside the station advertising also around 0.3%.

If you look at the more direct ROI (the ratio of trading volume to advertising input), the Crown is expected to be no more than 1. Sohu It interviewed several businesses are said to hold a wait-and-see attitude, in their view, Sina Weibo although there is no small flow, but the flow is complex, the actual effect is general.

Water test

April 29, Alibaba and Sina Weibo reached a 586 million-dollar investment agreement, which said the partnership will bring about 380 million dollars in marketing and social e-commerce revenue for Sina Weibo in the next 3 years.

In fact, Sina Weibo's Taobao recommended advertising price is not high, Taobao drilling exhibition released a "June 6-12th diamond Show category corresponding advertising data" show, Sina Weibo home base banner various types of CPM most of the 0.5 yuan to 1.2 yuan, the right recommended most of the 1.2 to 2 yuan. and Taobao station in the diamond exhibition price is far higher than this, focus on the figure of 20 yuan, other locations also want 3 to 10 yuan.

There is no way to estimate the proportion of Sina Weibo and Taobao sharing advertising revenue, and Shangxiang, the electricity business researcher, told Sohu it that he expected this form of advertising to be a big chunk of $380 million trillion.

Data gold mine will not dig is the key

Sina Weibo actually has a huge amount of user attribute data, age, region, education level, often in the business district, according to the user's initiative to release the micro-blog keyword analysis, the user forwarded commodity information, the user relationship in the chain of interest information, can be mined a lot of guidance information. Tao, New media director, said, "micro-blogging precision advertising has unparalleled advantages." But to see whether Sina can use their own data. ”

E-Wei, Sina Weibo commercialization of the direction is right, the key is to do a good job of data mining, one end is a large number of users, one end is a large number of Taobao merchants, how to data mining, build a bridge between the two ends, Sina Weibo is facing the biggest challenge.

According to Chao, you can ask Taobao or cat on the reputable large sellers to establish an official account on Weibo, and microblogging platform can add new content activities to help businesses marketing. Ultimately, "Build a social e-business ecosystem on Weibo". One notable point is that there are already third-party companies that have developed the day cat, Taobao store and Sina Weibo synchronization function, you can directly in the Sina Weibo page presentation of commodity information; a seller to Sohu it revealed that Sina Weibo may be similar to the business development of "media microblogging" of the exclusive platform, you can have letters push and other permissions functions.