Today’s micro-circle of friends more than a promotional piece of information
This morning, many micro-credit in your circle of friends to see the extension information from the micro team, this circle of friends is the app’s upcoming ad. At the recent Chinese European international business school’s “micro-2015 Global MBA innovation competition-creative China” activities, Tencent Vice President said micro-circle of friends advertising coming soon, this commercialization is micro-circle of friends for innovation of exploration.
So-called flow of advertising, also known as Feeds advertising, that is inserted in the users view the trends information and intelligent recommendation according to social groups properties based on user preferences. Presentation of words and pictures plus links, usually per-click CPC (cost per click) or by showing CPM (cost per 1000 impressions) model fee.
Information shows that advertisers advertising opportunities in the flow of information will appear in the circle of friends, in the form of text messages and pictures, click on the text link below to view details. In ads during the beta will be marked “promotional” Word, so that users can distinguish between, users can also choose to “I’m not interested in” no longer receives its messages.
Tap the potential business value
During the meeting, Zhang said, hundreds of millions of users of the micro-letter will be the next to be mining gold.
It is understood that the flow of this form of advertising is used for the first time was in July 2011, foreign social networking platform Twitter to become “the first person to eat crabs”, insert ads between the user’s messages, and user engagement fees. Subsequently, the information flow forms of advertising become the preferred form of advertising for social networking sites such as Facebook, domestic micro-blog, QQ (mobile) also have similar forms of advertising.
Now, the flow of advertising is becoming the main source of mobile advertising revenue. To foreign social networking sites as an example, the 2013 fourth quarter Twitter’s mobile advertising revenue reached 75%,Facebook per cent of mobile advertising revenue share increased from 53%, and primarily benefit from the positive flow of advertising attempt.
According to Tencent’s third quarter of 2014, micro and WeChat merge 39% to 468 million monthly active accounts increased. Thus, micro-circle of friends has become one of the largest social networking platform, which also contains tremendous commercial value.
Insiders have said about this, the app has, since its launch is open free of charge to the user, product placement is now trend dictates.
Uphold the principle of “user experience first,” the values
Micro letter in addition to a large number of users and high activity, its stickiness, and users are also more than other social media for advertisers is a good advertising platform.
And flow of advertising also has the advantage that puts the user values first, balance the different interests of advertisers and users, and to a certain extent, protect the user experience.
Jeff Smith says friends advertising commercial exploration will “continue to uphold the Tencent company and app product values user experience as the first, best balance in commercial research and user experience. ”
Analysts said that, on the premise of taking into account the user experience, weixin commercialization process has been a bit slower if using advanced content matching technology, make touch-up more accurate and personalized, then micro-flow advertising can become valuable to users of mobile advertising messages.