The recent 36kr report on the high price of traffic for entrepreneurs has resonated with many entrepreneurs and early-stage investment institutions. However, the high cost of mobile traffic is not a new phenomenon this year. The real problem with expensive traffic is that the traffic is not accurate enough, and the means of acquiring and distributing traffic are not professional and effective.
The key to solving the problem is to join hands with large companies that have mature advertising technology, traffic owners and advertisers. At the Tencent Global Partner Conference in Fuzhou, Tencent Advertising Alliance became the new main target. In a public speech, Lin Jinghua, vice president of Tencent Group, showed new data. The number of advertisers in the Tencent Advertising Alliance increased by 500% year-on-year , and the Android App distributed and downloaded advertisements achieved a cumulative annual download volume of 1 billion. In other words, only in the distribution of apps on the Android side, Tencent Advertising Alliance has brought 1 billion download users to advertisers in one year.
Lin Jinghua said that Tencent has cultivated a very unique advertiser ecology. In terms of brand and effective advertisers, Tencent has spent a lot of time to enrich sales and operation resources. In his speech, Lin Jinghua said that on the one hand, Tencent is operating head advertisers in depth, and in the first half of the year, 67 service providers have been connected and managed at different levels. Advertiser resources continue to expand.
In Tencent's advertiser resources, we also saw two new trends. One trend is the addition of platform advertisers such as 58, JD.com, and Meituan Dianping. These platforms hold a large number of professional vertical catering, O2O services and other advertisements. The main resources, the addition of these advertising platforms expands the resources of Tencent Advertising Alliance.
Another trend is that Tencent Advertising Alliance is becoming an interesting sharing economy proposition. Use centralized professional advertising products to connect advertisers and traffic resources scattered in various companies. Especially for small companies and entrepreneurs, it is better to join the Tencent Advertising Alliance than to form a less professional advertising team and traffic commercialization team. Small companies and entrepreneurs are becoming important members of Tencent's advertising alliance partners.
Another key to solving the mobile traffic problem is accuracy. Tencent itself has the most complete user data on the mobile terminal . The benchmark for Internet companies in mobile advertising technology. According to data released by Tencent, the user recognition rate of Tencent Advertising Alliance on the mobile terminal has reached 90%.
Tencent Advertising Alliance is one of the three major layout directions of Tencent's advertising business in the era of the original Guangdiantong (now upgraded to Tencent Social Advertising). After more than three years of development, Tencent Advertising Alliance, like Feed Streaming Advertising and WeChat Advertising, has achieved quite good results. The effects and achievements of the company were also showcased at this Tencent Global Partner Conference.
The sharing economy model of Tencent Advertising Alliance: Connecting decentralized advertising resources with centralized products
Let's talk about a case first. A Pre-A round education project led by Penguin has finally entered the promotion period. Compared with cooperation with schools and training institutions, the project hopes to use online channels to first sow a batch of seed users. At this time, a problem arises: the team is all about educational content and products, and no one understands advertising and has no resources; at the same time, the early stage of startups has limited budgets. Compared with advertisements in the circle of friends, they hope to find accurate and accurate gatherings of teachers and parents. channel.
Finally, the CEO found a mobile question bank product that claims to have over 10 million users, but the other party did not have a mature billing system. The cooperation between the two parties can only be that you take the content, I take the traffic, and the effect depends on the sky. As for the effect of the cooperation, whether it can continue to play in the future depends more on the tonality of the CEOs and partners of both parties.
Therefore, we will find several problems with the mobile traffic cycle: First, most companies do not have professional advertising teams and talent pools. Second, many companies with high-value traffic and users often lack professional commercialization capabilities. Third, the circulation of resources in the industry is not smooth, reliable advertisers and traffic owners cannot find each other, and the two sides also lack the ability to identify each other and effect.
The emergence of Tencent Advertising Alliance provides a good solution. On the basis of the huge traffic scale and rich advertiser resources, the advertising technology system is built in a centralized way, and the traffic commercialization team, advertising delivery team and advertising system scattered in various companies are connected. Therefore, we will find that Tencent Advertising Alliance has become an interesting sharing economy proposition, and its mobile business model looks more and more reliable.
Tencent Advertising Alliance's own products and data are enough to support this model. In Fuzhou, Tencent this time showcased the new progress of its advertising alliance and its performance advertising system. Data shows that in June this year, the average daily traffic of Tencent Advertising Alliance has exceeded 1.5 billion. Luo Zheng, general manager of Tencent's social advertising department, said that 75% of them came from top traffic apps, and the number of advertisers also increased by 500% within a year.
Take JD.com ’s launch of open-screen advertisements in Tencent Advertising Alliance on June 18 as an example. During June 18, JD.com conducted tens of millions of exposures on apps such as information, tools, news, and life through Tencent Advertising Alliance, and the total CTR (Ad click-through rate) is 4%. The data and effects are impressive.
External vertical platforms of advertising alliances: JD.com, 58.com, Xinmei University
Another new feature of Tencent's advertising business is the emergence of platform advertisers . Merchants on platforms such as JD.com and 58.com have begun to acquire customers through the Tencent Advertising Alliance.
It is reported that after Tencent established equity relations with JD.com and Dianping, the most urgent cooperation between the two parties is actually the docking of the advertising system. The traffic system and data of the two parties can generate higher value together. In the advertising business, Tencent and Tencent's partners have formed an effective linkage, which provides Tencent with more abundant advertiser resources and expands Tencent's data.
JD.com, 58.com, Xinmei University, and Rong360 all have unique data resources in various vertical fields. In cooperation with Tencent, these data resources can cooperate with Tencent's data to further improve the efficiency of advertising on these platforms.
In an open letter published by Tencent CEO Ma Huateng, the Tencent ecosystem is changing from a single tree to a forest, and Tencent partners are building their own ecosystem. The most important linkage between these small ecosystems and Tencent is reflected in advertising traffic. Tencent's advertising business and advertising alliance are playing the function of circulating traffic for each "big tree" underground.
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