From the user's point of view, information flow advertising has a high degree of acceptance and memory, and the brand image of media platform is closely related to the quality inspection of advertising brand image.
1, headlines today
The biggest advantage of today's headlines is that the content ecology has been established in the past two years, with the help of media authors to create content, and with strong commercialization ability, commercial income can be distributed to these creators. This is the first time that content producers have enjoyed the benefits on a large scale, so it will encourage more content producers to join the ranks of today's headlines from the media.
So today's headlines form a relatively benign positive cycle-business income is raised by media authors, and media authors create content in today's headlines to attract traffic. With traffic, there will be more advertising inventory for commercial realization, and there will be more money to buy traffic and expand market share.
In addition, today's headlines have some technical advantages-a more advanced content distribution engine and advertising distribution engine.
Of course, today's headlines still have some shortcomings-paranoia about machine algorithms will ignore the attributes of users as independent people. As individuals, users' needs are diversified, and users may pay attention to automobiles, sports and finance. However, if users read a lot of articles about cars in a certain period of time, most of the content recommended by the algorithm is cars, and some other needs of users are ignored, which will lead users to get tired of the content recommended by machines. So I said, "Success is recommended by the machine, and failure is recommended by the machine". Of course, the headline has been deeply aware of this problem. In the past six months, they have added a lot of editors and manually intervened in machine algorithms.
2. Tencent social advertising
Tencent social advertising (formerly Guangdiantong) relies on Tencent's huge self-owned traffic, which is relatively restrained in commercialization and has sufficient traffic reserves. In addition, they are still subsidizing users, and many apps have joined their alliance, and the income is not bad. Therefore, I think Guangdiantong has formed a certain moat on it, and it is difficult for other media to take away its traffic.
Secondly, as far as the commercialization of advertising system is concerned, I think Broadlink's system is relatively advanced, which has given advertisers a good marketing effect to a certain extent, so you will find that as long as it is put on the mobile side in the past two years, there is basically no one who does not vote for Broadlink.
Zhihu Push is the product of internal competition between Tencent OMG advertising system and Tencent social advertising system. With their recent personnel adjustment, the future development of this product depends more on their internal decisions. There is already a certain customer base, but it is definitely not as good as Guangdiantong in terms of income scale and volume.
Is it necessary for a company to have two sets of advertising systems with similar logic, and then compete for traffic with each other before serving advertisers? I think this is a problem that Tencent executives need to consider.
3. Weibo Super Paradigm
Today's headlines are getting closer and closer to Weibo. Today's headlines want to use information flow to cut social interaction, while Weibo uses social content to occupy information flow and seize territory from the other side. As a social platform, Weibo lacks experience in content distribution, but it still has obvious advantages in the outbreak and timeliness of hot events.
Weibo 20 12 launched the model system and formally set foot in information flow advertising. In September this year, the biggest feature of the latest super model is that it provides richer data label selection, product forms and delivery methods, which will more efficiently meet the diversified marketing needs of advertisers and help advertisers find the best solution between accuracy and scale.
Fan Tong has some natural features that other platforms don't have-paying attention to interactive praise forwarding. I believe that Weibo will become the second echelon of this industry in a period of time. But it is not clear whether it is getting bigger or smaller.
Information flow advertising has become the standard of mainstream advertising media, and Weibo is no exception, contributing more than half of the revenue. During the reporting period, Weibo's advertising and marketing revenue was US$ 276.8 million, an increase of 77% over the same period last year. Other income was $43.2 million, an increase of 1 14% over the same period last year.
4. Sina Yi Fu
To be honest, I don't think much of a platform like Sina Fuyi, and it may fall into the third echelon in the next few years. In the future, if a large number of users have Tencent News, Daily Express and today's headlines installed on their mobile phones, fewer people will install Sina, spend less time on Sina, and the advertising inventory of the media will be very small.
When the advertising inventory is relatively small, the commercial liquidity is limited. In addition, advertisers have operating costs when placing. For example, if a customer's daily budget of 20,000 yuan is divided into 10, and a media invests 2,000 yuan, the customer will not do so, because the operating cost is too high, and would rather invest 20,000 yuan on a platform, as long as the effect difference is not particularly great. In this way, those who put less media can't afford to support more content teams and get more traffic, so they will enter a negative cycle, but it's hard to say when they will enter the negative cycle. Sina is still trying to catch up this year and wants to become the second echelon.
5, UC headlines
I think the UC headline fish also belongs to the end of the second echelon. UC pays more attention to content or search, which is a question that UC bosses should think deeply about. If you want to highlight the search, the content must be affected, and vice versa. At present, the search section is slightly larger than the information flow. UC has few products this year, and it is very difficult to enter the first echelon. The threshold of the first echelon is getting higher and higher, and it should be positioned as10 billion yuan in the future to be eligible to enter.
6. Baidu information flow advertisement
Feed stream is one of Baidu's main directions this year. Since the beginning of this year, Li Yanhong has repeatedly mentioned Baidu Feed streaming media products in public.
A few days ago, at Baidu's third-quarter earnings analyst meeting, Li Yanhong specifically stated that mobile phone Baidu integrated information flow and search functions and could provide users with very personalized services. "The content of our information flow is based on the understanding of users' needs, especially users' search content and interests. There is still a lot of potential to be tapped in understanding users. Baidu's recommendation algorithm is constantly improving every day. "
Baidu information flow can't earn more than 100 billion this year. As for what to do in the future, it depends on whether Baidu will have some chemical reactions with personnel changes, which can greatly promote this matter. Otherwise, under the current circumstances, it is hopeless to achieve10 billion advertising information flow this year. This year, it is still possible to enter the second echelon, reaching two or three billion revenues.
Since Baidu's gorgeous turn to AI, the development trend of information flow business reflected in the book has become clearer. At present, the information flow is almost facing a frontal war. Recently, it was reported that WeChat is revising its official account and preparing to enter the information flow. Ali also launched a high-profile big fish focusing on information flow business. BAT has obviously been secretly competing in the field of information flow.
The battlefield of information flow advertising at present
All media don't have to rely on information flow advertising to make money. Some media have natural user payment scenarios, such as Mo Mo. It's super good to sell female masks on Momo. In addition, from the financial report, Momo's live broadcast revenue has accounted for 80%, and users pay by brushing gifts. These C-end products are very easy to make. If they do well, users will take the initiative to give you money, then why do you have to struggle to make some money on advertisers and then be scolded by users?
The first echelon can only enter the first echelon if the income scale reaches10 billion. Today's headlines and Guangdiantong got tickets for the first echelon. Of course, if Baidu does well in the future, there is still a chance to reach10 billion yuan in revenue in the next year and enter the first echelon.
The second echelon, the threshold is at least 300-500 million, Fan Tong and Netease. Counting the players who have already got tickets, I believe there is no problem to reach this figure this year. In addition, it is doubtful whether Sina and Sohu can enter, because part of their income comes from the PC side. It should be seen from the first half of next year to June.
The third echelon, including pear video and a little information, is still in the stage of spelling users, and commercialization has just begun.
I think it's better for them to exercise restraint when they use advertisements for commercialization in the future. It is realized in a commercial form suitable for media attributes, which not only takes into account the user experience, but also makes money quietly, making the media happy and making users happy.