Through precise positioning and high-quality content creation, Zhihu Advertising can help users achieve brand communication and product promotion while watching videos, achieving a win-win effect. Today, the editor will introduce to you some suggestions for placing video black stream ads in Zhihu advertising promotion.
1. Product introduction
In the Zhihu App recommendation page/follow page, click on any in-feed video content to enter the video simulcast page, and the video simulcast page ads are natively integrated with the Zhihu video environment to fully obtain video browsing users, more immersive playback scenarios, and promote conversion decisions with higher intent.
2. Delivery suggestions
1. Game customers in the middle of promotion in the "game industry" need to take into account the magnitude and effect of advertising, in response to this demand, combined with the characteristics of gamers, by increasing the strong exposure of video materials, continue to expand the target group, tap the potential population, and consolidate the existing population.
Using the video format, the conversion cost is automatically optimized through intelligent algorithms, and the target group of the game is accurately located:
(1) Goal: control the conversion cost and increase the number of user activations;
(2) Strategy: Video format combined with oCPC optimization strategy to intelligently deliver and mine potential users;
(3) Delivery effect: beyond expectations;
(4) The conversion cost is significantly lower than the target cost;
(5) Under the same use of oCPC strategy, the cost of video conversion is significantly lower than that of conventional images.
The first stage is to accumulate data and cover a large number of game people
★ Delivery platform: Zhihu;
★ Serving Style: Video;
★ Basic population: male-dominated, post-90s, post-95s and post-00s;
★ Interest: Targeted pan-entertainment interests, such as games, entertainment and leisure, etc.
★DMP crowd: directional two-dimensional and animation crowds;
In the second stage, intelligent delivery will screen accurate people
★ Intelligent targeting is carried out based on conversion rate estimation, and the conversion cost is used as the optimization direction to help advertisers improve the conversion effect of advertising.
2. "Education Industry" video + DMP crowd pack, while increasing exposure, dig deep into the target group:
(1) Goal: Obtain low-cost activation to achieve the expected RO conversion;
(2) Strategy: Combine the video style with the DMP crowd to dig deep into the target users;
(3) Delivery effect: beyond expectations.
During the launch, it was exposed nearly a million times! The CTR is more than 0.45%, which is 50% higher than the industry average!
(1) Creative materials
(1) Use video presentation style to fully convey wonderful creative content and product highlights to the target audience;
(2) Creative copywriting skillfully uses numbers, symbols and other skills to capture user empathy;
(2) Optimize the strategy
Refined delivery of crowds:
(1) Carry out delivery in key regions according to the previous payment data;
(2) Use crowd packs for targeting, which is divided into four or six people, college students, graduate students, and people with high payment rates for accurate population testing;
That's all for the content related to Zhihu advertising promotion video.