Deep Sound Original · The author | Lü Yue
Advertisers reach their target users, and there are always scene differences.
Simple understanding, such as the same is selling a book, consumers in the book building when wandering aimlessly when they see the advertisement, and the effect of being recommended by the teacher in the classroom is completely different; the same is selling beauty products, consumers see more than ten seconds of advertising on TV, and the effect is definitely different compared with the content community by their favorite blogger "Amway".
They all reach the same consumer, but in different scenarios, the effect obtained is different.
At present, public life is increasingly "online", catalyst fragmentation, there are also scene differences on the mobile terminal - user time is scattered in various vertical applications, from shopping, social to brushing videos, watching information... This is equivalent to the user frequently switching into different scenes anytime, anywhere.
For advertisers, the differences in marketing scenarios between different vertical applications make it more difficult to delivery choices and effectively reach in the application. How can advertisers better grasp it, and can they find new traffic positions in it?
Read online, new traffic blue ocean
The marketing value of vertical applications has been widely recognized by all walks of life.
Under the background of the slowdown in the growth of users on the whole network, vertical applications not only have considerable traffic, but also maintain relatively stable growth. According to the data of the Aurora Report, in the fourth quarter of 2021, the per capita APP installed by domestic mobile netizens reached 65, and the per capita APP use time was as long as 5.1 hours in a single day.
At the same time, vertical applications are closer to users because of the vertical segmentation, and they naturally have richer and more accurate user labels, which can help advertisers do targeted matching and precision marketing. For example, on e-commerce websites, users can determine their preferences for a certain type of product through their purchase behavior; in the game, the player's adaptation to the gameplay, the ownership of game props, and whether there are strong social needs can also be clear.
Vertical applications are rich and all-encompassing, and online reading is actually an important category area.
According to data from the Ai Media Report Center, china's digital reading users reached 530 million in 2020, and the overall user volume is huge. At the same time, the Aurora Report has compared the use of pan-entertainment industry APP in the fourth quarter of 2018 to 2021, in which the use time of short video applications continues to rise, the use of online videos and mobile games has decreased, while online reading can remain stable.
What cannot be ignored is that this steady growth is to a certain extent due to the "feeding back" effect of IP film and television adaptation. In recent years, the number of excellent online works has continued to increase, head IP has become a popular film and television work, and more works other than head have been remade into popular short dramas in short video platforms. This kind of content expansion naturally attracts more users for online reading. For example, the novels "The Moment of Star Movement" and "South Wind Transit, You and I Are Guests" were remade as short dramas, and many netizens commented that they were "planted" to see the original work.
Traffic scale is only one of the advantages of online reading, in addition to this, there are advantages at the level of marketing scenarios.
The online reading platform is like an "online library", creating a long-term immersive text reading scene in which users are highly immersed and focused, but at the same time relaxed and happy. This kind of scene is quite "scarce" in today's information explosion and fragmented user attention environment, and this atmosphere is also quite suitable for the transmission of marketing information.
The immersive reading scene directly cultivates the user's reading habits, and also makes the user dependent on the platform, and the user will always maintain high activity and high stickiness on the platform. User stickiness is one of the key elements for the platform to accelerate commercialization, and for advertisers, it is also a full embodiment of the platform's long-term stable marketing environment and marketing capabilities.
In addition to high activity and high stickiness, online reading, especially for free reading users, itself for advertising acceptance is relatively higher. Unlike other content with strong visual impact and strong plot, as long as the presentation form and Ad load (ad load rate) are suitable enough, the experience of users who read for free will not be significantly affected by ads.
In addition, the online reading platform is quite clear about the theme and category division of the work, which is equivalent to further refining the scene. Advertisers combine the user's own attributes with the type of theme they choose to read for data analysis, and in a more detailed reading scenario, they can give more adaptable and timely push scenario-based marketing content. For example, in front of the columns and chapters of fantasy and xiuxian novels, the same type of games can be launched; the readers of urban romance novels are mainly women, and brands with women as the main audience can do targeted delivery.
Head platform, marketing value highland
The overall marketing value of online reading is highlighted, and advertisers naturally choose the head platform.
Tomato fiction is one of the options. According to QuestMobile data, Tomato Novel has achieved rapid growth since its launch in 2019, and its number of monthly active users in 2020 is far ahead of the free reading platform. Analysys Qianfan's "Quarterly Inventory of China's Mobile Reading Market in the Second Quarter of 2021" report shows that from 2020 to the first quarter of 2021, the active users of Tomato Novels have grown all the way to the forefront of the comprehensive reading field. In addition, the recently released "Tomato Novel Annual Data Report" also shows that the total annual reading time of tomato novels is as long as 2.42 million years, which is equivalent to 15 hours of reading by the people of the whole country, and the total annual reading time is as high as 1.73 million years.
The rapid progress of the platform must be closely related to its benign growth content ecology.
A considerable number of popular free novels are the content basis of tomato novels, and the cooperation with dozens of copyright holders such as palm reading and tower reading literature has further enhanced the reserve of content. At the same time, Tomato Novel has also built a creator ecology, hatched a considerable number of excellent creators, and has now signed more than 100,000 exclusive contracts with creators. This kind of support for the upstream of the industry will also become the driving force for the positive cycle of the platform content ecology.
The unique advantage of Tomato Novel is also the innovative richness of reading functions. On the platform, "watching" books is only the most basic function, and what users can get is a more diversified immersive experience, including reading books, listening to books and chasing video shorts, which are three-dimensional reading, as well as real-time interaction with other users and authors, participating in various incentive play methods on the platform, and so on.
The rapid growth of Tomato Novel users, the improvement of the content ecology and the rich reading function directly make the platform have a high marketing value.
First of all, the platform is growing rapidly, and the huge number of active users makes the platform accumulate a large enough traffic pool to directly help advertisers get new increments. This is rare in the context of the slowdown in the growth of the traffic dividend of the whole network.
Secondly, the rich content reserve makes the user base of the platform quite rich. Many online reading platforms will focus more on male or female users because of the main content or the attributes of the platform when it was first started, but the age distribution and gender ratio of users of Tomato Novel are relatively balanced, both young emerging reading enthusiasts and elderly knowledge who follow the times. Advertisers in different industries are able to find their target audience on the platform.
Of course, among users, the larger the size of the young new generation as the backbone, it means that there are more high-value users on the platform who are willing to consume and have strong spending power. Gathering in the new first and second and third lines, the self-pleasing consumers who are idle and happy to enjoy are the key roles in ensuring the efficiency and ability of the marketing transformation of Tomato Novel.
In the past, free platforms were often questioned about the value of users, but from the perspective of users of Tomato Novel, it has opened up a gap with those platforms with insufficient content reserves, lack of high-quality works, user groups biased towards women/men, and weak user consumption.
In addition to users, the higher marketing value of Tomato Novel also has to mention "scenes".
Judging from the active time of users announced by Tomato Novel, commuting, lunch break and bedtime are all time periods that users choose to immerse themselves in reading. What these tomato novels call "empty bottle moments" reflect the coverage of immersive scene reading for the vast majority of relaxed and pleasant leisure states in users' daily lives.
In addition, as mentioned above, online reading "innately" has created a highly immersive scene, while the difference between tomato novels is that richer content reserves and innovative reading functions can meet more reading needs of users, which further enhances the overall scene marketing advantages of the platform.
Grasp the quality and effect with both hands, innovative content marketing, and cross-end linkage
The product advantage reflects the marketing value of Tomato Novel, but how to meet the needs of advertisers and make the delivery truly achieve the goal also pays attention to the commercial model of the platform, the delivery system path and whether the commercial product is perfect and mature.
In an increasingly complex marketing environment, advertisers are actually quite demanding.
For example, the advertiser's mentality shows a pendulum effect, and while looking at ROI, he also understands that there are certain problems in the one-sided pursuit of conversion, so the demand for effect orientation has been gradually adjusted to both brand and effect.
Therefore, the solution given by Tomato Novel is to establish a perfect brand and effect advertising path, brand advertising and effect advertising "two hands" - both containing a variety of forms of strong exposure brand advertising, while the effect advertising products can also achieve full coverage from creative output to crowd orientation and delivery optimization.
In addition, in the face of many reading platforms, advertisers are bound to make the best choice. Its needs are not only to see whether the platform has huge traffic, but also to consider whether the platform can have a variety of comprehensive strengths such as user targeting, data capabilities, marketing tools, and integrated marketing, so as to achieve cost reduction and efficiency improvement in the whole process of marketing.
There is also a "solution" to this tomato novel.
In response to the demand for accurate targeting, Tomato Novel has a variety of traffic basic ability guarantees, such as the analysis of the population portrait of a single novel, the ability of book orientation (support platform, gender, age, city and interest orientation, etc.).
In response to the demand for comprehensive marketing capabilities, Tomato Novel uses the combination of traffic + content to achieve the integration and balance of multi-touch exposure and native content marketing, and diversifies advertising products, and can also allow advertisers to select and combine according to their own needs to maximize marketing effects.
For example, the home page open screen, Tomato View (native open screen), pre-chapter information flow, banner and other strong exposure of advertising products, the form of content is flexible, the advertising display is in line with the friendly experience of the reading scene, it is easier to touch the reader's interest, can directly strengthen brand awareness, but also to meet the advertiser's daily drainage and marketing needs when new products are launched.
In particular, Tomato Novel can also use customized topics, IP linkage, node marketing, platform events and other content marketing gameplay to help advertisers lock in more high-stick users, occupy user minds, and accumulate brand assets and user assets for a long time. For example, the platform can carry out a reading challenge to allow a wide range of readers and brands to participate in it, naturally enhancing the brand's favorability; through the creator plan, the brand can designate the author to customize the content; and the brand custom topic essay campaign can accurately penetrate the circle of people.
In addition, tomato novels can also set up themes such as national tide and national style, two-dimensional yuan, Geek and other themes that young people like, and brands that focus on this style can participate in it, form a topic effect, and win the favor of users. On Women's Day, the platform can also set up women's themes, and the brand uses diversified activities to do "she marketing", break the female inhibition, transmit multiple values, and then trigger user emotional resonance and win user recognition.
In addition, Tomato Novel also has the ability to integrate more resources.
Not only in the station, Tomato Novel can link other channels such as headlines, vibrato, watermelon video, Weibo and other channels across ends, lay out more diversified marketing activities, and comprehensively expand the brand's publicity potential with a set of cross-terminal integrated marketing programs. For example, Tomato Novel will hold activities for the adaptation of traffic works, or produce and publish micro-short drama videos adapted from novel works on short video platforms and social platforms, and after the brand carries these activities and content, it can attract a wider audience circle in a more eye-catching form outside the station and amplify the brand's voice.
The marketing value of online reading is gradually being discovered by more brands, and many mature brand cases can already be seen on the tomato novel platform. For example, the mobile game "A Thought of Escape" creates a rather eye-catching exposure effect through the combination of opening screen, pre-chapter information flow, home page pop-up window and recommended channel banner, and the mobile game "Decisive Victory in the Sky" also achieves strong interactive exposure by shaking the Easter egg screen, as well as full coverage of traffic from the opening screen, reading page to recommendation page.
The marketing environment is constantly changing, and advertisers always have to keep up with the trend, use new ideas to break through the old bottlenecks, and get new increments. Re-examining the value of vertical applications and paying attention to online reading applications such as tomato novels is also a major opportunity to find new traffic positions and achieve curve overtaking and circle-breaking growth.