Whether in traditional marketing era, or the era of Internet marketing for consumer staples, real estate, cars, etc., the ability to achieve great advertising exposure and deep touch up has a crucial importance. Particularly in the face of the current high-profile video advertising model, the traditional industry how to put a beachhead to get traffic? How to get user acceptance, and ultimately lead to conversions? Recently, the Blu-Western District, the Joy and FAW-Volkswagen occasion to promote the headlines today by headlines Hyun screen achieved good sales results, but also brought new inspiration to the industry.
Blu-Western District, the Joy City, FAW-Volkswagen, headlines Hyun-screen help key industries to capture the user's view
Western Sichuan blue ring in the project opened around the corner, the main business class residential apartments core selling point, the audience was mainly located between lightly luxury group in years, and today's headlines user is most sensitive to news and information and has a certain purchasing power of consumer groups, and therefore both hit it off, select headlines Hyun-screen display for trafficking.
First, the opening screen cut from the external environment, coupled with "Casey hit the ring in" The Scarlet Letter five, effective in attracting user attention. Then the screen to follow the vehicle forward together, giving the user a camera together with "Into the West in the ring" in both visual sense. When the lens falls "Blu-ray in West Central," backdrop, embedded video just back from the screen to open the page to the main page, then follow the scene is converted into sales hall, the entire process of convergence of natural flow, in order to bring immersive Habitat immersive viewing experience, advertising cumulative two-day total exposure put super 170w +. Finally, with the establishment of the station project landing page, users to promote the flow of information by clicking on the ad headlines today, you can switch to the appointment showings of the page, which greatly enhance the promotion of the conversion rate.
Today's headlines through the promotion of Blu-ray in Sai Wan
Coincidentally, the recent launch of the Qingdao International COFCO Joy City apartment projects to pose complex of the city, in the cultural and entertainment district of Taitung build three underground LOFT apartment. Today's headlines cut through the promotion of regional panorama from the opening screen advertising, the use of 360-degree rotating lens, demonstrating the apartment in the district environment. Then back to the flow of information embedded in the home page, showcasing the circumstances and details of the interior decoration of the apartment room, by continuously switching on living room, office, bedroom and other home improvement scenarios and different styles, giving users a full range of visual experience.
在信息流广告的最后,又通过地图构建,进一步凸显出公寓得天独厚的地理位置,与开屏广告呼应,有助于加深用户记忆和对品牌的认知。不仅如此,用户还可以通过点击落地页,申请预约看房并了解公寓的建造背景、理念文化、户型图等,便于用户操作也节约了传播成本。最终视频开屏总曝光 115w+,点击率达7.94%。
通过今日头条推广宣传的大悦城
作为广告营销投放的重要行业,汽车行业的营销也一直走在前沿。适逢捷达VS5推出,为打响新车上市声量,一汽大众邀请国内一线HIPHOP舞团X-crew的队长阿K,携手头条炫屏,围绕新车特点拍摄了一支舞蹈版视频广告。
开屏五秒从阿K抬头特写开始,这时他手臂上快速出现“JETTA VS5”的闪光logo,并随着他滑动字母,镜头从他的手表表盘,转换到汽车仪表盘,这种创意性的衔接有助于刺激用户连续观看。回嵌至信息流页面之后,随着阿K的舞蹈,镜头依次从车轮、车身、引擎等细节切入,在凸显车型线条美的同时,不断加深用户记忆。
通过今日头条推广宣传的一汽大众
当阿K拉开外套露出图案与品牌标志相同的项链时,画面从项链图案落到方向盘的图案,一气呵成的镜头充分展现出产品特征。在视频结尾,配合汽车全景画面并打出“来自大众,劲享出众”的slogan,也令人眼前一亮。用户通过点击今日头条推广信息流广告,转至项目落地页,涵盖用户注册、产品信息、活动优惠等多方面内容,便于用户进一步加深了解,带动留资。通过此次今日头条的成功推广,最终该视频最高单日曝光量破800w,成功引爆上市声量。
解锁多种玩法,头条炫屏开启视频广告营销新天地
从上述案例可以看出,视频广告已经成为品牌营销新常态,今日头条正是在有效把握住这一热点趋势的基础上,不断深耕视频广告投放新玩法,通过强曝光+深触达,在满足广告主不同需求的同时,针对行业痛点进一步给出有效的解决方案。
In the linkage of resources, promote the optimization and reorganization of today's headlines "on screen + flow of information," the two gold resource position, the first time to capture the user's attention from the opening screen, continued broadcasting by natural flow of information back to the embedded home page, on the one hand to break the traditional mode on screen just five seconds exposure limit; the other is to extend the advertising content, through richer carry information, the ability to enhance the narrative video ads, which precisely articulate the brand's core values and aspirations, effective promote product effect unity.
In addition, the immersive experience, headlines Hyun screen accurate understanding of the advantages of interactive video ad level using intuitive visual impact of the opening screen advertising, advertising in conjunction with the flow of information to fully mobilize the curiosity of the user, the first time to capture user attention and through the establishment landing page, multi-dimensional scene to break the limit, increasing the degree of interest and freshness of products purchased directly diversion, effectively improve the conversion rate.
Hyun-screen headlines as one tool to promote the headlines today, whether it is new on the market is also an important marketing node, can be given a variety of solutions depending on the marketing needs of the industry, is by virtue of these advantages, headlines Hyun screen has become a tradition Required one channel to promote business in the eyes. With the further development of video advertising, promotion headlines today that there will be what kind of new ways, and what the brand will be the beneficiaries of headlines Hyun screen, let us continue to wait and see.