Mobile version: Weibo released a new advertising product to improve the commercial layout

On April 17, 2015, Weibo held a conference in Beijing with the theme of "Micro power, New dots" 2015 Weibo commercial product promotion Conference。In the meeting，Weibo announced to upgrade the information flow advertising system，Advertising products such as fans, fans headlines, Weibo highlights, brand Flash, etc，Open to brand enterprises, small and medium-sized enterprises and individual users;At the same time，Weibo on the basis of integrated high-quality advertising resources，Announced China's first social media coverage only solution "Big Day"，New definition of the business value of social marketing。With the advent of the mobile Internet era, customers begin to shift their advertising spending to mobile advertising and social advertising, especially information flow advertising, which has also become the focus of microblog commercialization。

According to the financial data, Weibo mobile advertising revenue continued to grow in 2014, and its contribution fell from 31% in the first quarter to 54% in the fourth quarter。The increasingly perfect information flow advertising system will lay a solid foundation for the successful commercialization of Weibo。Create information flow advertising product matrix Under the tide of mobile Internet advertising and social simplification, Weibo launched fans in March 2013, and devoted itself to information flow advertising。

In the past two years, as many as 40,000 customers have invested in microblog information flow advertising, repeatedly investing in more than 50%, both brand customers and small and medium-sized enterprises have achieved good results。Last August，"My Love From the Star" takes China，KFC is launching an eighteen-burger version of its kimchi chicken leg，Use Weibo to dig out potential Korean fans，Product information for users with interest tags such as Korean dramas such as Korean pop stars and fan organizations，The average conversation participation rate involving Weibo is more than 4%，Up to five times the industry average。

In terms of small and medium-sized enterprises, Tujia Selenium Mud Square continued to invest as many as 10 million on Weibo, the number of fans quickly increased from 30,000 to 460,000, and the activity of fans also increased significantly from 2% to 33%. In 2014, its Double 11 Taobao sales were far ahead。This upgrade to Fan Pass 2.0后，Weibo has enjoyed a very rich information flow advertising products such as fans, fans headlines, Weibo highlights, and brand speed，Sophisticated and diverse advertising formats can meet the needs of customers from blog posts, apps, accounts to products, events, videos and other different scenarios，Native advertising mechanisms will help customers spread word-of-mouth nuclear fission，And ensure the user experience and advertising effectiveness。

Microblog information flow advertising is supported by big data, and after more than two years of digging and accumulation, fans pass 2.0 for customers to obtain a more accurate orientation, customers can not only according to the relationship, age, gender, region, interest and other dimensions of the test, but also freely choose TV drama crowd, white-collar crowd and other data packets, but also customize the scope of investment。Weibo also announced that it will introduce third-party data, a move that will give customers access to a much richer freedom of choice。New definition of social marketing business value At this introduction meeting, Weibo launched China's first social media coverage only solution "Big Day"。

This solution integrates high-quality resources such as Weibo exposure, content dissemination and tools, transcends the separation between mobile Internet and PC marketing media, creates a diversified relationship between brands and users in a slower and more effective way, and newly defines the commercial value of social marketing。Weibo "Big Day" does not have the characteristics of wide coverage, shallow communication, and high dialogue, which mainly meets the market demands of customers' new product debut, fundamental advertising, limited supply, fundamental leading promotion, and celebrity endorsement, which can help customers quickly explode brand topics and construct brand news events。

Compared to ordinary social advertising，The second highlight of Weibo's "Big Day" is following the user's interview path throughout the process，Oppose UUID-based precision input reach，And through big data insight into consumers' recent market needs to transcribe active fans and potential users，At the same time, it can also create ripples of social relations by synchronizing with official accounts with influence，Making it possible for advertisers to reach agreements on social media platforms only for platforms to reach large numbers of users more slowly and effectively。Also including Yili, Noble silk and other famous customers have achieved far more than expected marketing effects through Weibo for their customized "Big Day" solutions。

Take Yili yoghurt milk for example，Last December，Eliu Yogurt debuted on Weibo in real time Jay Chou customized new song "Handwritten Past" for Eliu Yogurt，Big Day of social music marketing customized for Yili via Weibo，The final campaign touched on topics that reached 100 million readers,It continues to be the top trending topic on Weibo，# Jay Chou's new song announcement # became the coldest search term on the cold search list，The new song was broadcast 1.2 million times on Weibo。

Source of this article:Bajie Sports -ehu0kzy9.sc-kf.com