What are the forms of advertisements?

From the initial picture advertisements and video advertisements to various card advertisements, the form of friends circle advertisements is getting closer and closer to the original experience of users.

At present, there are five forms of friends circle advertisements: graphic advertisements, video advertisements, basic card advertisements, selective card advertisements and @ advertiser interactive advertisements. Listening to the name, some people will find it not intuitive enough. Let's introduce each one in detail.

1, print advertisement

Including foreign copy, foreign pictures, text chains, user socialization, local promotion of graphic advertisements and store logo, which is the most common form of friends circle advertising.

2. Video advertising

It consists of five parts: external copy, external video, text chain and user socialization. It is a common advertising form for brand advertisers.

3. Basic card advertising

Card advertising includes two forms: graphic and video, and its copy is below the picture, which is different from the original content of the circle of friends.

4. Selective card advertising

On the basis of card advertisement, two more selection buttons are added, which is more conducive to audience interaction, understanding audience wishes and better experience.

5.@ Advertiser Interactive Advertising

It is suitable for all forms of friends circle advertisements, and consists of three parts: function entrance, user @ advertiser comment and advertiser reply.

In addition to the form, everyone is also very concerned about the landing page, that is to say, after clicking the advertisement, where to jump, is there any restriction. According to different advertising purposes, friends circle advertisements can provide the following jumps:

1, branding

Supports "Graphics" and "Video". Click on the copy to configure "View Details", "Receive Offers" and "Book Activities". After clicking, you will jump to the template details page, the official WeChat account graphic message, and the customized H5 page to meet the promotion demands such as brand exposure and product/event page promotion.

2. Promote on WeChat official account

You can configure "View Details" and "Learn about official WeChat account". After clicking, you can jump to the template WeChat official account details page, which can meet the promotion demands of improving the popularity of WeChat official account and cultivating potential consumers and loyal fans.

3. Promotion of mobile applications

You can configure "View Details" and "Download Application/Game", and then click to jump to the details page of mobile application template, which can meet the promotion demands of promoting mobile application download and mobile game promotion.

4. Promotion of WeChat card coupons

You can configure "View Details" and "Receive Discount", and click to jump to the card voucher collection details page. Users can directly enter the card coupon collection page through friends circle advertisements to quickly collect coupons and drain consumption.

5. Local promotion

Only graphic advertisements are supported. You can configure View Details, Receive Offers or Book Events. Click to jump to the template details page (supporting information collection or brand promotion) and the official WeChat account article. Click on the store logo to jump to the store details page. Through the association with specific offline stores (such as stores, shopping malls or real estate) and the display of advertising forms, the local promotion needs can be met, so as to realize the effect transformation from online to offline drainage.

As a kind of information flow advertisement and effect advertisement, friends circle advertisement has the function of accurate positioning. Here we also share the orientation function of the current circle of friends:

Support attribute orientation such as region, gender, age, mobile phone related (brand model, mobile phone system, networking environment), marriage, education, interest label (business interest /APP interest), LBS, re-marketing, etc.

1. region

Users in cities above the prefecture level are free to choose orientation (the data comes from the common location information of users in the last month), and they are supported to be placed by province and city. Based on optional prefecture-level cities, it can be refined to users in an administrative area.

2. Gender and age

Support users aged 14-60 to choose freely, and support gender positioning.

3. Mobile phone related

Support mobile phone brand, model and price orientation; Support mobile phone system orientation (iOS, Android); Support orientation according to physical environments such as Wi-Fi, 4G, 3G and 2G. Support free combination and selection, or choose unlimited.

4. Marital status

Support according to the user's current marriage orientation, including single, newly married, married and child-rearing.

5. Education level

Support orientation according to the user's highest education, including doctor, master, undergraduate, high school, junior high school and primary school.

6. Interest label

It is divided into business interest tags and APP interest tags. Business interest labels include 18 primary interest label, 124 secondary label and 5 1 tertiary label; APP interest tags include 10 game tags and 28 non-game tags.

7. pounds

Local promotion advertisements support more fine-grained regional orientation function: in addition to supporting the options of more than 300 cities and more than 2,800 districts and counties (excluding Hong Kong, Macao and Taiwan), it also supports more than 4,400 business circle options and more than 58 million designated POI points (points of interest) to customize the orientation with a radiation radius of 500-5,000 meters.

8. Re-marketing

Support posting to users who have interacted with you recently, including fans who cancel their attention within one month.

Finally, I will show you some case materials put in by the actual circle of friends:

1, Pepsi China "Monkey King Play"

The life experience of The Journey to the West the Monkey King, a classic IP, has caused users to express their respect, emotion and nostalgia in advertisements, which has been transformed into a large number of shared collections and further spread from the media.

The exposure is/kloc-0.03 million, and the number of small videos is over 200 million.

2. Food table

Through the interest tag, you can find vertically classified users who meet the characteristics of WeChat official account. With original graphic information matching the advertising creativity,

Attracting users and realizing effective conversion, the cost of a single concern is less than 3 yuan.

3. Witness the love in the prosperous Tang Dynasty.

The advertisement of Ye Fan's new film "Yang Guifei" triggered an interactive discussion.

The pre-order rate of movies was as high as 13%, adding 300,000 people to the official WeChat account.

4. Mrs. Jin's wedding photography

Select school-age female users who are "newly married" and expose current and future users with potential needs based on local circles.

Focus on the cost of 4 yuan a person and turn fans into effective orders.

5. wuhan happy valley

With the help of Halloween, through basic orientation +LBS data customization, it is accurately pushed to students, business people and entertainment enthusiasts.

350,000 people participated in the interaction, and 6,000+tickets were sold online.

Ok, enough advertising about WeChat friends circle. Regarding the charging strategy, operation and more excellent case data of friends circle advertisements, you can pay attention to Xiaodun ~