.png)
In the Internet industry, after accumulating a certain scale of user traffic, the vast majority of C-end products will be more or less involved in the advertising monetization business; and friends who understand advertising monetization actually know that, based on advertiser placement, traffic The advertising bidding trading system shown by Fang will only exist in some leading manufacturers.
For most of the small and medium-sized traffic products with daily activities ranging from hundreds of thousands to as little as a few million, there are few self-built complete advertising bidding systems, and most of the advertising monetization business of such products will not directly undertake the advertising of brand advertisers resources, but rely on the advertising network platform to assist.
1. Advertising Alliance
As a media platform between advertisers and traffic owners, the advertising alliance can meet the different fields and delivery needs of advertisers and provide them with more accurate delivery options to reach users, while integrating the vast number of medium and long-tail websites and APP products. , We Media and other traffic masters, according to their own positioning and needs, to create income sources for them.
At present, the most influential digital advertising alliances in my country's mobile Internet advertising market mainly include: Toutiao Pangolin country email list Platform, Tencent Youlianghui, Baidu Alliance, Taobao Alliance, etc.
advertisement type:
The ad network uses the following ad slot types to provide traffic owners with the display of ad resources.
1. Splash Ads
The opening screen advertisement is an advertisement that appears on the startup page when the user enters the APP for the first time. The fixed duration of the advertisement is generally 3~5 seconds; it not only brings profit to the product, but also enriches the content during the short loading waiting time when the APP starts. , without disturbing the user, and the user is easier to accept.
2. Feeds Ads
The information flow advertisement is an advertisement form that is interspersed in the APP content stream and is highly integrated with the content form. The information flow advertisements are in the form of pictures, graphics, videos, etc.; information flow advertisements have a relatively good experience for users. User tags are accurately placed on the traffic platform.
3. Rewarded Video Ads
Rewarded video ads are users who choose to watch full-screen video ads in exchange for rewards in apps or games. Rewarded video ads are currently one of the most popular advertising forms among the three parties.
For users, rewarded videos have rich and interesting advertising content. You can earn certain rewards by watching videos.
For advertisers, rewarded videos can accurately reach users and achieve high conversion rates.
For traffic owners, rewarded videos can not only meet the requirements of user experience, but also provide high conversion rates, thus ensuring good advertising revenue.
4. Banner Ads
Banner ads, that is, Banner ads, are placed at the top or bottom of the APP page.
Banner advertising is the earliest form of online advertising, and it is also one of the most common forms at present; it can display advertising content very intuitively and quickly attract users' attention; however, it is easy to cause certain occlusions for content viewing and affect user experience.
5. Interstitial Ads
Interstitial advertisements generally pop up when a user clicks on a functional page for the first time to display the advertisement content. This form of advertising can bring a very strong visual impact to the user, and the effect is remarkable; but it will also interrupt the user's normal use of the product and affect the user experience.
The editor will introduce the relevant content of the monetization strategies of the above different types of advertisements in traffic products through three to four articles, and the subsequent content of this article will focus on the monetization strategies of open-screen advertisements.
2. Open screen advertising strategy
As a traffic platform, while considering business monetization, we must always think about how to ensure the balance of user experience, so that the user experience will not be degraded due to advertising monetization of user traffic, resulting in a cliff-like decline in traffic.
Therefore, when advertising monetization, the editor will think and design advertising strategies through two dimensions: business monetization and user experience.
1. Business realization of open screen advertisements
Let's talk about the dimension of business monetization first. Here, we can ask ourselves two questions:
Data question: Is the product advertising data you see real and accurate? For example, what is the ad pull rate, ad fill rate, ad exposure rate, etc.
Display problem: how to display the open screen advertisement to achieve the highest revenue?
The editor will answer the above two questions in detail through several virtual cases.
1) Open screen ads: data problems
Some readers and friends may have doubts about the above data question: "Is the product advertising data you see true and accurate data?"
Students who have been in charge of advertising products know that most of the advertising revenue data reports provided by Pangolin, Youlianghui or other advertising alliances are based on the statistical value of the display volume to calculate advertising revenue; while most traffic products are based on advertising monetization business. The performance evaluation of quality is assessed by the daily ARPU value of the advertising business.
The simple formula for calculating ARPU of advertising business is:
The total daily revenue of advertisements in the ARPU formula can be directly obtained from the data dashboard of the advertising network, so how do we determine the total number of users covered by the advertising business? Some readers and friends here will think, "Isn't the total number of users covered by the advertising business the number of daily active users or the number of monthly active users."
Is it really? Here, let's consider a simple case:
Case: The open-screen advertisement strategy of an e-commerce product is to display the open-screen advertisement every day when the screen is opened for the first time, and only show it once. Daily active users are defined as users who have completed an APP visit on the same day. Assume that the product has a total of 10,000 daily active users, of which 2,000 are users who installed the APP on the same day, and 1,000 are users who upgraded the APP; the opening advertisement filling rate is 80%, and the advertisement exposure rate is 90%. The total revenue of the advertisement on the opening day was 1,000 yuan. So at this time, what is the daily ARPU value of the product's open-screen advertisement?
In the above case, although there are 10,000 daily active users, only 7,000 users are actually covered by the screen-opening advertisement, and only 7000 × 80% × 90% of the users who actually see the screen-opening advertisement in the end, that is, 5040 people.
As can be seen from the figure, when the user group I choose is biased, it will seriously affect the judgment result of the final measurement standard. The virtual case mentioned by the editor is a very simple combination of conditions; in actual work, especially in small and medium-sized products, due to the refined differences in advertising strategies, version updates and compatibility, user habits, and buried logic loopholes, etc. As a result, when we finally evaluate the effect of advertising monetization, there are obvious deviations without knowing it.
As in the following case:
According to the daily active users and new users, Xiao Wang judged that the pull rate of open screen advertisements is 90%. On this basis, Xiao Wang continuously optimized the filling rate of open screen advertisements, as well as the advertising frequency control and user experience risk control strategies. ; However, the final effect is not good, and the ARPU value has not been improved.