It house (www. Ithome. Com): you're not a dick anymore, are you
In the last few days, the circle of friends was divided into categories: bmw ads were painted in the circle of micro-trust friends, vivo ads were painted, and coca-colas were painted. The rest of them... Didn't get anything。
The three brands, the first advertisers of the fit, are said to have targeted their own advertising to 10 million followers. “the bmw ad was seen by taro, the vivo was seen by chinese, the coke was seen by dicks, nothing, and i'm sorry you've been abandoned”。
As a result, people were looking for ads in the circle of friends, and those who couldn't paint the bmw were outraged: “it seems that i've already blown the system backstage.”
The most important step has finally been taken in the commercialization of twitter with the official arrival of information stream advertisements。
Despite repeated public statements by the “father of the faith” zhang xiaolong that “we believe not in marketing tools”, the move towards commercialization is inevitable for us. The number of active users on a daily basis is second only to whatsapp and facebook messenge's third-largest global instant communications application, and advertising is a huge gold mine that has yet to be fully mined by twitter。
Some people have calculated a one-day profit of approximately $10 million in a one-day advertising of $900 million in a quarterly income, when 100 million of them open the circle of friends, receive four ads a day, and one gets $25. Almost all companies cannot resist such alarming commercial potential。
However, in order to avoid obfuscation, the placement of the friends circle advertisement is now more cautious。
Like twitter, twitter uses advertising embedded in the flow of information, and if it is not carefully read, it is assumed to be a normal circle of friends. The difference is that the name and head are like the micro-intelligence public sign of the advertiser, and the top right corner of the ad is marked with the word “extensive” and then there's a "extensive information from the sponsor" hint, and you can choose “not interested”, and then the ad will disappear in your friends' circles。
If a point is made to “see the details”, the full h5 interface of the advertisement is available to users, who can interact under the advertisement and who can also see who has praised or commented on the advertisement。
The target population for advertising is the analysis of big data based on twitter, including the age, gender, geographical location, type of mobile phone used, amount of red parcels sent on twitter, consumption records of micro-mail buying portals (kyodong, popular opinion), play-value records, friendship relations, types of public accounts of interest, etc. The analysis of these data allows for the measurement of user interest and consumer capacity, and is used to target advertising。
In bmw, for example, there is a saying that the brand is more interested in iphone users than android users. Last year, when the qq q music released version 4. 0, it began to support the "car-car-interconnection" function, and bmw and ford joined the platform with almost 30 models, allowing users to connect iphone and the car-loader via bluetooth. This may be one of the bases for the analysis of potential users of bmw. In addition, there are car subscription media, high-end fashion, micro-mails related to luxury goods, search for car-like keywords, leaving lbs messages in places such as car shows and 4s stores ... It may increase the probability of receiving advertisements。
There's another possibility -- you've got a rich friend. If a tudor friend chooses to block or ignore an ad after seeing it, you, as a friend of this doo, have a 20 per cent chance of painting it in your community of micro-trust friends. The chance of an advertisement being painted is raised to 95 per cent if it interacts with an advertisement, such as the display of pictures and details, jump-links, praises, comments, etc。
Moreover, an advertisement is valid for seven days and only one advertisement is received by a single user within 48 hours. Within six hours of the advertisement, if the user does not interact, the advertisement will disappear from your friends ' circle and the interaction will remain。
So how should we find a balance between user experience and commercialization? Twitter may be an example to follow in this regard。
For fear of harassing users, twitter has been so careful to increase advertising in the information stream that some users do not even feel it has。
To ensure user experience, twitter has worked hard on accurate matching of algorithms. Twitter advertisers have selected precise placements based mainly on keywords, user interests, gender, the same user attributes and equipment. With user interest alone, twitter offers 350 options, such as education, food, beauty, books, etc., and a wide variety of small options, such as subdivided action films, animations, comedy films, etc., under each broad category, the advertiser simply needs to tick the relevant labels to reach the target group with relevant interest attributes。
At the same time, twitter's advertising billing model is based on interactive effects, and advertisers need only pay for real concerns, shifts, click links, etc., in order to achieve optimal dissemination. Twitter also has well-developed controls on the effects of advertising, and in its analysis backstage, the recommended account numbers and information received are clearly illustrated in graphs, the actual number of interactions, conversion rates and the cost of advertising paid, and a third-party data analysis platform is used to provide advertisers with a variety of marketing analyses。
While it is not currently known whether a similar business model can work with micro-trust, its commercialization is indeed the most critical step。
