Look for increments and turn to manufacturers
At the beginning of this year, after using the OCPX activation + retention rate dual bidding model provided by OPPO mobile ads, the children's song Diandian team found that the data indicators of advertising in the first two quarters increased by more than 100%. Their original expectation was only 15 to 30 percent, which was a bonus.
Founded in 2015, Nursery Rhymes is a preschool service app for preschoolers. Since children's songs are frequently used by children, the team used this as an entry point to attract users and provide them with children's behavior Xi norms, enlightenment cognition and other low-grade content.
This year, the market environment faced by the young track has changed drastically. The strong regulatory environment for the education industry has been loosened, and the market vitality has begun to burst out again; But at the same time, the advent of the post-epidemic era has also weakened parents' dependence on apps like children's rhymes. When the epidemic broke out, children spent a lot of time at home, and the young children app could help parents share the responsibility of accompanying their children. As the epidemic slows down, children have more time for outdoor activities, and the use of young apps has decreased accordingly.
Of course, in addition to the small environment, the big environment is not optimistic. The number of newborns continues to decline, and the number of newborns will fall below 10 million for the first time in 2022, and the negative impact of the declining birthrate on educational apps is even more far-reaching.
Under the superimposed impact of internal and external negative factors, the idea of children's songs began to change from the pursuit of quantity to the pursuit of quality. Put simply, it needed to improve customer acquisition efficiency, so it was eager to find high-quality incremental channels.
At the moment, the traffic of manufacturers like OPPO just fits its current needs. The unexpected results brought by OCPX have given them confidence that they have shifted the vast majority of their budget to vendor traffic and are trying more innovative ad inventory in the vendor terminal scenario - in addition to using traditional search and store resources, they have also begun to actively experiment with stream** ad inventory provided by vendors.
Nursery rhymes are not alone.
Zooming in, for most educational app developers, the importance of vendor traffic has increased significantly. After all, the mobile terminal is closer to the consumer, and it forms a similar relationship with the user. For developers, this advantage creates more imaginable opportunities for them to acquire customers.
In the face of pain points, vendor traffic has become the solution
Volume is the consensus of almost all educational information app developers on the market.
With the relatively saturated market and increasingly fierce competition, the cost of traffic is gradually high, but the advertising effect is increasingly unstable. How do I break a roll? Every developer has this puzzle on their desk. Of course, the volume is the same, but there are subtle differences in the annoyances of different industries.
For the education industry, the pain point is that the strong regulatory policy is approaching the end, and the vitality of the market is finally rejuvenated. In the new market environment, can the industry grasp the time window to acquire users, guide links, release value, and ultimately achieve sustainable growth?
As far as the information industry is concerned, they are facing relatively severe challenges. On the one hand, the reduction of users' access time reduces the size of the cake; On the other hand, the sudden emergence of content such as short ** has taken most of the cake. In the context of the sharp reduction of user time, developers are starting to think about how to stabilize new users, enhance user activity and increase monetization, so as to increase user time and lifetime value.
Dianzhong is currently facing similar troubles. As a company focusing on the production and distribution of genuine digital reading content on mobile terminals, it owns three digital reading brands: Dianzhong Reading, Dianzhong Literature and Webfic. However, in the process of advertising, it began to feel more pressure than before in many areas.
For example, as the market becomes more saturated, it is currently facing consumption and acquisition challenges, and how to increase ad consumption has become a very difficult problem. In addition, although many users will read the app, they often forget it in a corner of the mobile phone, and the activity is very unsatisfactory.
For Dianzhong, the traffic of manufacturers like OPPO is also becoming its new direction.
From the perspective of user scale, OPPO's global shipments have maintained steady growth, with sales in January this year increasing by 44% month-on-month, and its domestic sales rank first among domestic brands. From the perspective of user portraits, its mid-to-high-end and high-end model users have achieved three consecutive quarters of growth, with more than 60% of the social backbone aged 16-40, and more than forty percent of users living in second-tier and above cities. From the point of view of scale or portrait, the ** value attribute of OPPO traffic is quite attractive to Dianzhong.
Even though the current daily consumption is only 10,000, there is still a big gap with other channels, but the traffic of manufacturers like OPPO is still the key strategic direction of our company this year, said the Dianzhong team. When developers need to find new increments in a new environment, they invariably turn their attention to vendors.
Unlock potential in differentiated traffic
It's no coincidence that vendor traffic is valued by educational app developers, and they do have a lot of differentiating advantages compared to other channels.
First of all, vendor traffic can cover the entire life cycle of app users. This differentiation is valuable when developers face the stock era head-on and shift their mindset from the pursuit of immediate monetization to the emphasis on long-term operations.
The Dianzhong team observed that many users will use the app frequently for a period of time after **. However, it is possible that due to busy work or changes in interests, the app will lie in a corner of the phone and no longer be cared for. For developers looking to monetize growth, this is the most important time to live.
Vendor traffic is very useful for activation. On the negative screen, we can tell the user which chapter they read last time and guide them to continue reading. In this way, users may become active again, according to the Dianzhong team. Even if other traffic channels are technically possible, it is difficult to make similar reminders to users, but the reminders on mobile terminals are close to native, which can reduce the interference to users.
Secondly, more and more innovative resources have begun to appear in the vendor traffic, such as the lock screen, negative screen and other scenarios are also quite attractive to developers.
The children's song Diandian and Dianzhong teams both mentioned that they are eager to strengthen cooperation with terminal manufacturers. Today, when the advertising industry is increasingly relying on the content ecosystem, there is a de facto complementary relationship between educational information developers and manufacturers. On the one hand, developers lack traffic, and manufacturers have huge traffic waiting to be realized; On the other hand, there is a lack of content from vendors, which happens to be a strong point for educational developers.
We have the ability to help manufacturers enrich the content ecosystem. Therefore, we are also deepening cooperation with OPPO mobile phone advertising**, and there is a lot of room in this regard, the Dianzhong team said.
With the rise of the wave of short dramas, Dianzhong has also adapted a large number of its high-quality content IPs into short dramas this year and launched its own short drama APP. For them, the use of vendor traffic may be smoother, because vendors generally do not compete on similar content tracks, which can ensure more stable follow-up volume.
When educational information developers feel more and more pressure on customer acquisition, the traffic of manufacturers like OPPO has naturally become their new direction. They began to tap and unleash potential value on this rich mine.
Use industrialization solutions to solve growth problems
In response to the pain points of developers in the education information industry, OPPO has recently launched an industry-based solution.
The Xi industry is characterized by a relatively limited user scale, high user value but slow value release. Therefore, the idea taken by OPPO is to make simultaneous efforts in activation, retention and conversion.
In terms of activating users, developers can obtain high-quality users with high competitiveness in a larger traffic pool by displaying the preferred investment product. Among the developer community, Showcase Preferred has become more and more popular, and its share of placement has increased to 45%; In terms of effect, the ECPM of the display optimization is 15% higher than that of other scenarios in the store.
In addition, developers can also explore target groups through historical uninstalled and crowd mining based on user portraits. Through a multi-pronged approach, it helps developers efficiently complete the accurate mining of high-quality target users.
In terms of user retention, OPPO also provides OCPX, which can anchor the goal of deep-link conversion. At the time of delivery, developers can bid based on target bids such as retention cost and retention rate, making it easier to capture users who are more likely to retain and remain active at the time of delivery. At the same time, push functions such as OPUSH can also help developers effectively promote activity, thereby improving the overall user activity level of the app.
In terms of user conversion, developers can also use OCPX+ payment cost, registration-payment rate, and even customize conversion metrics when using OCPX, so as to find users with high conversion potential by anchoring deep-link goals, strengthen the conversion ability after customer acquisition, and improve operational efficiency.
The demand of developers in the reading information industry is to find as many users as possible at a low cost and reduce traffic loss between nodes as much as possible. In order to achieve this goal, OPPO's idea is to expand the traffic opening, realize the short chain through fast applications, and improve the level of circulation.
In theory, all users should be the target audience for reading the app, says the Dianzhong team. Due to the universality of the reading information service, OPPO has formulated a full-module strategy for this feature, which will fully access the traffic of search, information flow, alliance and other sectors, so as to achieve multi-resource access for target users and expand traffic openings.
For readers and developers, the high difficulty of acquiring customers in the past also stems from complex operational processes. In order for users to use the service smoothly, they need to go through cumbersome processes such as ad reach, click, installation, opening, and activation, and the operation cost is extremely high. Since it is relatively easy for users to access the reading information service, such a heavy process leads to extremely high traffic loss.
In response to this problem, OPPO provides developers with fast applications, eliminating intermediate links such as **, installation, and opening, and locking more target consumers and achieving traffic growth through short chaining.
In terms of improving the level of circulation, OPPO also provides developers with RTA, SDPA and other technologies to help them dynamically improve the level of traffic conversion at low cost. Taking SDPA (Single Product Advertising) technology as an example, it is especially suitable for advertisers with a large number of SKUs to achieve efficient customer acquisition through the matching between products and consumers.
The features of this technology are also applicable to reading information developers, such as Dianzhong, which has hundreds of thousands of books under its umbrella. In the past, developers had to rack their brains to create promotional materials, and at the same time, they had to face the rapid exhaustion of the materials in terms of communication effectiveness. However, with the help of SDPA technology, the book itself is creative, the cost of material production has been greatly reduced, and the level of traffic flow has been significantly improved.
At present, the cooperation between Dianzhong and OPPO is continuing to be strengthened, and the use of emerging technologies and models such as SDPA has also been officially launched. Through the targeted solutions provided by OPPO, more and more educational information developers have begun to break through the growth bottleneck and obtain traffic increments.
Vendor traffic, providing more possibilities
An increasingly obvious trend is that educational information developers are consciously moving closer to terminal manufacturers such as OPPO, and this trend is more forced by the external environment.
As the customer acquisition process becomes more and more volatile, vendor traffic has become a new incremental channel for developers to lock. Its advantages not only exist in the scale of traffic and crowd portraits, but also come from the innovation space brought by new resources, new technologies and new models.
In the current environment, the mere fact that it offers more possibilities is attractive enough for developers looking to break the volume.