What are the characteristics of in feed ads? Disadvantages of in feed ads

1. In-feed advertising.

The current development is, Internet + model; The future is accompanied by 5G technology.

The promotion should be: AI+, AR+, VR+, Internet of Things + and other modes; It will even be a "personal assistant" + mode. The long-term result is a high degree of seamless integration into every inch of the network user's space.

2. The technology on which the information flow advertising is published is also big data analysis.

features, such as today's headlines.

Since 2014, it has been commercialized and monetized, and its main revenue comes from in-feed advertising. With a large user base, long usage time, rich content ecology, advanced recommendation engine and perfect advertising system, Toutiao became the app that attracted the most brands in 2016. Its advertising revenue has broken through from 300 million in 2014 and 1.5 billion in 2015 to more than 6 billion in 2016, and the company's operating income is expected in 2017.

It will reach 10 billion, showing explosive growth. Toutiao's recommendation algorithm is more than 18 months ahead of similar products, with more than 1,000 engineers and 40,000 servers every day, calculating user interests every 5 seconds, and selecting the content that users are most likely to be interested in in a large amount of information. In April 2017, Toutiao was awarded by Sequoia Capital.

The US$1 billion Series D financing from CCB International and other investors, with a valuation of more than US$11 billion after the financing, has attracted the attention of investors and has made an indelible contribution to the development of information flow advertising. This also reflects the expectations of investors and society for the future development of this new form of advertising.

3. The information flow model comes from the precision marketing of Internet advertising.

way, but it has a stronger precision marketing model than before, because the information flow advertising to the audience portrait is not only the audience's use of other platforms, but also from its own platform through **, audio, browsing habits, hot spots and other life and work information to the user "portrait", this portrait model is stronger than the previous audience information occasionality, after long-term tracking of the user will depict the information user's own characteristics and consumption habits that may not be able to be discovered, and then produce a dependence on information flow advertising.

4. The characteristics of information flow advertising are: it is different from the "hard wide" form of precision marketing advertising, and belongs to the relative "soft wide" form; It is different from the "soft wide" form of news reporting, and belongs to the "hard wide" form; It is different from big data models.

The "needle-in-a-haystack matching data" is a kind of "accurate" (much stronger than "accurate") portrait based on existing analytical models; It is different from the "simple" analysis of the Internet+ technology model, but embeds the primary "AI" artificial intelligence technology; It is different from the analysis of advanced "AI" artificial intelligence, but is a relatively "blunt" commercial advertising promotion matching result.

How did in-feed advertising become mainstream?

The disadvantages of in-feed ads are:1. There is a certain error in the delivery population.

In-feed ads may have certain errors in crowd delivery, such as the user is a woman, but just likes to watch cars or sports, etc., and the system is likely to determine that he is a man.

2. A user with a certain behavior does not necessarily mean that he has a certain spending power.

For example, some users often complained about it before, BMW.

Push me to the circle of friends again.

Advertised, but my actual consumption level is a 100,000 domestic car.

Yes. The information flow platform recommended BMW's advertisements to the user based on the user's frequent behavior of looking at luxury cars, but it could not dig out the user's real consumption level. This problem has always been criticized by Internet advertising, and I don't know if this problem will be improved after the popularization of artificial intelligence in the future.

3. The consumption scenario and the content acquisition scenario are inconsistent.

For example, I was watching the news with headlines, and suddenly a decoration ad popped up. Although Toutiao's machine can dig out the points of demand related to my decoration, or pure information attention, or I have decoration needs in the future, but there is no such thing at present. But advertisers will pay for this click, or even if some lead data is collected, the conversion rate will be due to the clicker's demand not being as strong. Low.

The main characteristics of in-feed advertising are: mobile fragmentation, uniqueness, enhanced interactivity, customization, and timely and accurate effect feedback.

1. Mobile fragmentation

The mobile fragmentation of in-feed advertising mainly refers to the fact that it can flow in multiple scenarios in a short period of time, which is also one of the main characteristics of in-feed advertising. When an ad can be more abundantly displayed in front of the audience, its advertising effect will be greater. The fragmented audience feedback can then be used to adjust the advertising strategy to make the advertising performance better.

2. Uniqueness

In-feed advertising is unique in terms of both method and content presentation, and it is difficult to imitate other models. There are too many advertisements that everyone receives in life, and if you want the audience to remember the advertising content clearly, then the unique characteristics must be strong.

3. Enhance interactivity

Interactivity is also a feature of in-feed advertising. In-feed advertising can start from a promotional point for everyone to receive, and at the same time, it can receive information such as the audience's age, education level, preferences, and region, and then find potential customer information.

4. Customized

The customized feature of in-feed advertising is very powerful, it can collect the customer's preferences from the above interactivity, and then selectively promote according to the customer's characteristics. This kind of advertising push is much more effective than the previous hard advertisements or advertorial advertisements, and can directly make substantive contact with customers.

5. The effect feedback is timely and accurate

It's important for advertisers that in-feed ads can be tailored to their customers and get timely feedback on their performance.

1.Excellent experience: In-feed advertising is a native advertisement that ensures the content and form, it has little interference to users, and will not pop up suddenly, but is listed between the information.

This makes the user experience better, even if the user swipes and finds that it is an advertisement, it will not cause disgust, but will click in because of curiosity.

Compared with other forms of advertising, in-feed advertising is more likely to stimulate the initiative of the audience and promote their acceptance, sharing and secondary dissemination.

3.More accurate delivery: When we go online daily in the process of leaving traces, no matter what we search for, what web pages we open and what we see** or what business we have handled on our mobile phones, there are data left in the background.

It also labels each of us, such as: region, age, gender, education, identity, hobbies, and content to be followed.