iQIYI Advertising iQIYI's multi-channel information flow advertising strategy and practice make full use of the diversity of its platform to achieve accurate and efficient brand promotion. By integrating internal and external resources, we combine multi-dimensional data such as user behavior and interest preferences to provide customized advertising solutions for advertisers. Whether it's a search page, an affiliate feed, or another featured channel, we deliver your brand's message to your target audience.
Next, we'll dive into the strategies and practices of multi-channel in-feed advertising. We'll break down how to choose the right channels, develop a targeting strategy, and how to continuously optimize your performance based on your data. In addition, we will share some success stories on how to achieve deep interaction between brands and users through multi-channel in-feed advertising to improve marketing effectiveness. Stay tuned!
1. Search page information flow - off-site *** page
Search off-site *** page" is to search for non-iQIYI ** on the iQIYI app,Click on the search results"Immediately**or"**cover"Elements such as "Cover",Enter the page,The advertising style is consistent with**Associated bit style,Including"Banner、Small**、Large**"。
There are various forms of billing, which can be billed according to CPM CPC. The advertisement makes full use of off-site resources, and the advertising position is high, which can reach users in the first time, which is conducive to product promotion and promotion.
1.Access Path:
Enter a keyword search in the search box for the whole network
Go to the corresponding search results page
Click on the content to enter the content details page (search for the off-site *** page).
2.Placement:
Search for non-iQIYI** names on the iQIYI app (for example: Miyue Biography), click on elements such as "Immediately**" or "**Cover" in the search results, and enter the "Search Outside the Site*** page", and the ad is displayed above the "Periphery**".
Display result page: movie result page, TV series result page, variety show result page, and anime result page.
3.Associative bit banner style
CPM bidding: the reserve price is 2 yuan.
CPC Bid: Reserve Price 0$2.
Material format: JPG PNG format within K.
Banner template: 640*120
4.The associated bit is large ** style
CPM bidding: the reserve price is 2 yuan.
CPC Bid: Reserve Price 0$2.
Material format: JPG PNG format within K.
Large** template: 200*12
Button Copy: Immediately**.
5.The associated bits are small ** style
CPM bidding: the reserve price is 2 yuan.
CPC Bid: Reserve Price 0$2.
Material format: JPG PNG format within K.
Small** template: 200*12
Button Copywriting: View Details Now** Consult Now Grab Now.
Second, the search page information flow - the second level page of the site
1.Access Path:
Search for keywords in the iQIYI app search box, such as "Andy Lau movie", and click "See more" in the search results page to jump to the secondary page.
2.Placement:
When there are 3 **cards per row on the page, an ad slot is inserted below every 9 cards
When there are 2 **cards per row on the page, an ad slot is inserted below every 8 cards.
Display style: ** style, which is consistent with the existing information flow big picture display style.
3.Large** style
CPM bidding: the reserve price is 2 yuan.
CPC Bid: Reserve Price 0$2.
Creative Template: A new big picture template for the information flow.
Material format: jpg or png, 600*300, file size no more than 80k;
Advertising copy: Displayed below the large image of the ad space, no more than 18 words;
Jump address: refers to the address that is redirected by clicking on the big picture, and note that the format is consistent with the promotion target
3. Coalition Information Flow-**
**It is its **aggregation platform, Chinese** search platform, which aggregates more than 500 million **, including film and television related, **MV, games, entertainment, sports, funny and other content. There are about 60 million independent devices per month, and the total effective duration of the month is 1700 million hours, with a cumulative number of about 500 million users.
Advertising Position: **In-app.
Channel pages: Hits, Movies, Episodes, Anime, Animation, etc.
Page: The lower module of the Channel page in portrait mode.
Search results page: At the bottom of the search results page.
1.Large** style
CPM Bidding:
Android floor price 10 yuan
The base price of the iPhone is 12 yuan.
CPC Bid: Reserve Price 0$5.
JPG or PNG static**, size 80k, size: 600*300
Ad copy: no more than 18 words, displayed at the bottom left of the large image of the ad space.
2.Double-small image style
CPM Bidding:
Android floor price 10 yuan
The base price of the iPhone is 12 yuan.
CPC Bid: Reserve Price 0$5.
jpg or png static**, you need to upload two materials, **size 80k, size: 300*170
Advertising copy: no more than 18 words, displayed at the bottom left of the double image of the advertising space.
Fourth, the hot channel information flow of the Taiwan station
As a regional version independent of Chinese mainland, the content of Taiwan station has distinctive localization characteristics, attracting and gathering regional users, and advertisements containing localized features and life services can be better recognized and accepted.
Like the hot channels in Chinese mainland, the hot channels in Taiwan gather many popular information such as entertainment, gossip, funny, information, and hot events, with rich and diverse content, and aggregate the traffic channels for users to obtain information. The variety of content and the gathering of user groups are more conducive to the effective conversion of advertisements.
Mobile mobile client Taiwan station (select "Taiwan" regional mode in the app) hot channel;
Display ads in the 4th position every refresh;
The delivery system can only set ads to Taiwan station only in the whitelist [** merchant advertiser industry].
Different promotion goals, different button copywriting and jump methods;
1) Promotion target = **, display "understand the details", click to open the H5 landing page;
2) Promotion target = iOS Android app, display "Download Now", click to jump to the App Store page or directly **Android app;
1.Native style
CPM bidding: the reserve price is 2 yuan.
CPC Bid: Reserve Price 0$2.
Creative Template: A new big picture template for the information flow.
JPG or PNG static**, size 80k, size: 600*300
Advertising copy: no more than 30 words, displayed at the top left of the large image of the advertising space.
2.Native style
CPV bidding: reserve price 0$2.
Creative templates: Native ad creative templates.
The ratio is 16:9, the minimum size is 1280*720, and the format is MP4, I, MPEG, MOV and other mainstream formats.
FiveBig online movie resource bits
Ad placement:
Movie Channel - Recommended - 6th position.
Movie Channel - Big Movie on the Internet - Last 2 positions.
Online Movie Channel - Recommended - Last 3 positions.
Ad Display Rules:
A large net film with a rating of A or B or C;
If the positive film is offline, the ad will control the offline positive film not to be displayed;
CPM bidding: the reserve price is 5 yuan.
CPC Bid: Reserve Price 0$5.
The material only supports uploading the poster and title of the big movie on the network;
Acquisition of posters and titles: Obtain the posters and titles of the online Lego library of the big movies in the online LEGO library through tvid;
Jump address: Click on the advertisement to go directly to the native** page of the network's big feature film;
The style is consistent with the placement's native style;
6. iQIYI Reading
iQIYI Reading" is iQIYI's new generation**Reading artifact,Including publishing literature、Film and television originals、Internet**、and other rich categories,Massive whole books、A large number of free**,It is intended to create a relaxed、Interesting、Interactive and entertaining reading experience for netizens。
CPM bidding: the reserve price is 2 yuan.
CPC Bid: Reserve Price 0$2.
Material format: jpg or png, 600*300, file size no more than 80k;
Creative name is required.
Nickname = Product name Brand name;
Advertising copy: Displayed below the large image of the ad placement, it is recommended that the copy is in line with the theme and more originalMandatory field, no more than 18 words;
Jump address, refers to the address that clicks on the big picture to jump, please note that it is consistent with the format of the promotion target;
The above content is shared by Juxuan Network "iQiyi Advertisement|The Strategy and Practice of Multi-channel Information Flow Advertising", through the detailed interpretation of Juxuan Network, I learned how iQIYI uses different information flow channels, such as search pages, alliance information flow, etc., to carry out advertising and achieve brand communication and marketing goals. These strategies and practices are very valuable for advertisers and can help us make better use of the advertising resources on the iQIYI platform and improve advertising effectiveness. In the comment area, I look forward to working with you on how to better use iQIYI's multi-channel information flow advertising strategy, share experience and skills, and jointly improve advertising results. At the same time, other interested friends are also welcome to join the discussion and learn and progress together. Let's contribute wisdom and strength to the innovation and development of the advertising industry together!