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On September 12th, WeChat officially launched two video-based advertising components for small programs (excluding small games), namely video advertising components and video pre-advertising components.

With the existing Banner ad components, slate ad components, and incentive video ad components, there are five types of ad components available for small programs (including mini-games), and the liquidity is more diversified. These five kinds of advertising characteristics, shape, location, etc. are different. For developers, choosing a more suitable advertisement means getting a higher exposure, and a higher exposure means a more substantial income.

So, how can I choose the right small program component? Next, the program (zxcx0101) will do a system check for your small program/small game ad. If you are a developer, after reading this article you will understand what kind of advertising components are right for you; if you are a small program user, then you will understand how developers get revenue through advertising.

Before accessing

1. Who can access advertisers?

Traffic master.

According to WeChat official introduction, developers of small programs (including small game categories) can self-apply to open traffic masters in the small program background. After opening, they can access advertisements in small programs and get advertising revenue on a monthly basis.

2. How to open traffic master?

The premise of opening the traffic master is that your applet has accumulated independent access users (UV) no less than 1000 and no serious violation records.

If you meet the above requirements, just go to the WeChat public platform applet background, select “Traffic Master” under “Promotion” in the left panel, click “Open” to create the corresponding ad slot.

After the launch, the developer can copy the required ad plugin embed code. It is worth mentioning that the small program advertisement display scene is customized by the developer, and the traffic master can flexibly set the presentation page and location according to the characteristics of the respective small program.

Five ad components

1. Banner Advertising

• Scope: All applets.
• Ad features:Advertising solutions that maximize traffic. The access threshold is low, the application scenarios are rich, and the information flow page, graphic content page, game settlement page, game progress page, etc. are all good carriers.
• Ad slot: In the applet page, the applet traffic master determines the actual playback location.
• Product form:
  The outer layer of the ad is a card style with a pure image or “picture + button”.
  Clicking on the outer image or button will jump to the specified page: the applet landing page, the custom H5 page, the App download page, and the public number attention page.
• Divided into mode:
  Ordinary applets / mini-games: Developers are divided into 50% of the single-day advertising revenue stream, with no cap.
  Creative games: Developers can get 70% of the one-day advertising revenues of less than 2 million, and developers can get 50% of them with a single-day advertising revenue of more than 2 million. There is no cap. (Source: May 31, 2019, WeChat Advertising Assistant)

2. Snap-in advertising component

• Scope: All applets.
• Ad features: Suitable for insertion on the process end page, scene switch page.
• Ad slot: The applet pops up in the middle of the page as a card when a particular scene is switched. Applicable to scenes with pauses such as “switch tab”, “end of process” or “playback of video”.
• Advertising Form: When a user triggers a traffic-specific targeting scenario, the slate ad will automatically appear to the user, while allowing the user to turn off the slate ad at any time.
• Divided into mode:
  • Normal applets / mini-games: Developers are divided into 50% of the daily revenue stream, with no caps.
  • Creative games: Developers can get 70% of the one-day advertising revenues of less than 2 million, and developers can get 50% of them with a single-day advertising revenue of more than 2 million. Set an upper limit. (Source: May 31, 2019, WeChat Advertising Assistant)

3. Incentive video ad component

• Scope: All applets.
• Ad features:User experience the best ad monetization solution. The access threshold is high, and the application scenario requirements are combined with small programs, such as game clearance, resurrection, acquisition of props, and acquisition of points in a small game.
• Ad slot: In the applet page, the applet traffic master determines the actual playback location.
• Product form:
  • Outer support 6~30 seconds video with 16:9 / 9:16.
  • Click to jump to the specified page: applet landing page, custom H5 page, app download page.
  • The video is automatically muted by default, without distinguishing the network conditions; during video playback, the user can turn off the advertisement at any time; the video does not support loop playback.
  • Users actively trigger incentive video ads in small games and reach the reward delivery standard (completely play video ads, and manually click the “close ads” button, will receive the rewards issued by the game). The ad triggering scene and the reward content are all customized by the traffic master.
• Divided into mode:
  • Normal applets / mini-games: Developers are divided into 50% of the daily revenue stream, with no caps.
  • Creative games: Developers can get 70% of the one-day advertising revenues of less than 2 million, and developers can get 50% of them with a single-day advertising revenue of more than 2 million. Set an upper limit. (Source: May 31, 2019, WeChat Advertising Assistant)

4. Video Advertising Components

• Scope: Only for small programs that are not small game categories.
• Ad features: Conforms to the content applet scene, and users are more likely to accept it in the form of information flow.
• Ad slot: In the applet page, the applet traffic master determines the actual playback location.
• Product form:
  • Support for video footage with a 6 to 15 second ratio of 16:9.
  • The ad area starts to play 50%; it plays silently under 4g and Wi-Fi; the user can click the button to turn the sound on or off; the ad will automatically replay after the end of the ad, and pause playback is not supported.
• Partition mode: The platform charges advertising costs and divides it with traffic masters by each thousand impressions. Developers are divided into 50% of the single-day advertising revenue stream, with no cap.
• Details:https://wximg.qq.com/wxp/ Wxadtouch/upload/t2/bef94tie_70039564.pdf

5. Video pre-roller component

• Scope: Only for small programs that are not small game categories.
• Ad features: Conforms to the content applet scene, and users are more likely to accept it in the form of information flow.
• Ad slot: Traffic master can post ads before the video of the applet video before playing, and can choose which videos to play before.
• Product form:
  • Support for 6~15 seconds of video footage or 5 seconds of pure image material.
  • The video plays by default.
• Partition mode: The platform charges advertising costs and divides it with traffic masters by each thousand impressions. Developers are divided into 50% of the single-day advertising revenue stream, with no cap.
• Details:https://wximg.qq.com/wxp/ Wxadtouch/upload/t2/v9w6gbqd_e5564747.pdf

So, which advertising component is more profitable?

There is no standard answer to this question. Different advertising components have different usage scopes, and user quality and click conversion rate are different. To judge whether a component is profitable, many factors need to be considered.

Because the official did not give specific data, we can only speculate by consulting the developer’s earnings and the speech of the small program/small game related person.

For example, the in-game advertising data published in the “Open Game” section on August 21, 2019:

• Banner ad component
  • Current efficiency: