In the field of small programs, in addition to small and sophisticated startup teams, there are also many large companies with sufficient technical reserves.
Leopard Technology is one of them. As a subsidiary of Cheetah Mobile, they focus on interactive entertainment, and around the WeChat ecosystem, they have launched a number of popular WeChat explosions and small games. As a video stream applet, the video stream content of “Gua Zi Look” has a higher adaptability to video ads.
As the person in charge of the small program product that has access to five kinds of advertising components, Liu Xiao, who is looking at the “Gua Zizi”, has a one-on-one dialogue with the program, and has exchanged more small program methodology with us.
▲ “Look at the seeds” to share on the spot
We also want to know if you have a specific content and advertising ratio in the “Guide Look” applet. For example, if I insert an advertisement after a few content?
Yes, actually, there is. You see that I was not analyzing a case at the time, that is, how do we make the clicks of advertisements better? In fact, it is more appropriate to test and insert a few advertisements? Relatively overall, Our advertising ratio should beIt is around 15%, which means that one or two ads may be inserted in the middle of ten videos.
But recently changed the version because they want to access two new ad components for their WeChat ads.
I think the video ad component is great for content stream type applets. What do you think about the relationship between video ad components and content stream?
It’s a better natural combination, and the user doesn’t look so awkward. The video is just like the content of the applet itself, but it is similar.
▲Video ads in “Gua Zi Look”
There is another ad called the small program video pre-advertising component. Do you have a test? How is that effect?
It’s better than Banner and placard ads, but it’s worse than motivated ads. It’s a little bit smaller than a small program video ad. Its click-through rate is very high, but the overall eCPM is relatively low.
What do you think about the relationship between ad content and applet content?
WeChat ads are not also the mainstay of “Advertising is also part of WeChat”. In fact, we also think about it in small programs. How do we better integrate this advertisement?
Relatively, that kind of native video ad (video ad component) is posted in that stream of information, which is a good point of integration. I just said that point,