Bytes beating “cash milk” can’t stop running.
Editor’s note: This article is from WeChat public account “Tech Planet” (ID: tech618), author Li Xiaolei.
In 2019, the byte jump of the commercial goal of over 100 billion revenue was set, and two new “cash cow” engines were launched.
On September 19th, Tech Planet (WeChat ID: tech618) was exclusively informed that the byte jumped on the new two apps, one is the short video marketing creative communication service platform “huge creative”, the other is 9 Launched on the 16th of the month, the creative video production app “TikTok AdStudio” developed for the tweeter short video international version Tiktok.
According to product information, “Big Creativity” is a video creative guidance and creative work developed by Beijing Giant Engine Network Technology Co., Ltd., which is a wholly-owned holding company of Byte Beat. The publisher of TikTok AdStudio is displayed as “Tianjin Jinritoutiao Technology Co., Ltd.”, which is the same company as the huge engine and flying fish CRM.
It is worth noting that for the advertising and marketing business, Byte Beat has launched four independent apps. In addition to “Big Creativity” and “TikTok AdStudio”, there is also a mobile advertising platform, which can be used on the mobile phone. Manage the “Big Engine App” of advertising campaigns; the one-stop lead management tool “Flying Fish CRM”. So far, TikTok AdStudio and Flying Fish CRM have only been launched on the IOS side.
As a byte hopping “cash cow”, the huge engine is realizing the commercialization of the business-side products in order to realize the headline system traffic.
Marketing templates for advertisers
Overall, the huge amount of creatives recently launched is similar to the function of TikTok AdStudio, and is a creative short video service platform for advertisers, video creators, agents, etc. From this point of view, in addition to improving domestic marketing advertising products, bytebeat is also promoting the advertising marketing services of overseas products.
Tech Planet (WeChat ID: tecH618) After the experience, the huge amount of creativity is similar to a creative advertising search engine, creative video library, the introduction of the headline number, the vibrato content; and the research reports and courses published by the huge engine official. For example, if you search for the “cosmetic” keyword, you can get a short video content related to vibrato and a graphic case analysis about cosmetic advertising.
At the same time, for the vibrato creators and advertisers, the most important function in the huge amount of creativity is the “shaking the hot list”. The hot list includes the “hot list” and the “like list”. The “review list” and “forwarding list” four lists, which provide them with a large amount of video content as a reference. For the huge engine itself, the improvement of advertising efficiency and advertising effectiveness will also help to expand its business.
Tech Planet also learned that huge creatives have recently been promoted in some advertising communities, saying that it can solve the three pain points of “finding creative difficulties, making creative difficulties, and making two-way matching difficult”. At present, in addition to video editing and viewing cases, huge creatives are also connected with huge engines, and advertising videos can be pushed to a huge number of engine advertising platforms with one click to achieve rapid delivery.
The giant engine official told Tech Planet that the huge amount of creativity was formerly known as “Easy App”, which is a marketing creative communication service platform launched by a huge number of engines, focusing on providing ideas for advertisers, darlings, agents and other roles. Inspiration, case display, and information content help them to quickly improve their advertising production and marketing capabilities, and promote the development of advertising video production and marketing programs more conveniently.
The same purpose as building a “inspiration center” with a huge amount of creativity, TikTok AdStudio is also to encourage every advertiser to become a video creator, “create, display and deliver ads”Creativity and showcase products and brands through video ads.
For the reason why a huge number of engines are online with the same name mobile app, a huge internal engine employee, the online mobile product is also to help advertisers more convenient, all aspects of service advertisers, so that they can be on the phone anytime, anywhere Manage advertising campaigns.
Response pressure has pushed up product service capabilities?
A person who has worked with a huge number of engines for a long time told Tech Planet that from the time of building creativity, planning, and targeting, advertising itself can be done in a huge number of engine systems. In addition, advertisers can find creative ideas or advertising solutions in a huge number of creatives. After launching, they can view data in a huge amount of engines, and they can also use the flying fish for form-based delivery to convert and track the trails after delivery. Use “number theory” for product data analysis and so on.
This means that in the entire product system, from the launch, to post-delivery monitoring data, tracking conversion performance statistics, the huge engine product line has covered, forming a closed loop of advertising marketing system.
An e-commerce marketing industry told Tech Planet (WeChat ID: tech618): “Compared to Tencent’s complete marketing system, the byte hopping has been in Tencent’s content distribution and user matching mechanism. Front.”
In fact, in January of this year, Liu Siqi, vice president of commercial products for bytebeat, said that bytebeat has long been considering how to build a marketing loop in the ecology of today’s headlines. Finally, they provide advertisers with site-building tools. Building a landing page to build services, providing a variety of template support for different scenarios, as well as a closed-loop platform for data – cloud maps.
“The huge amount of engines” is providing marketing capabilities for the entire bytebeat system, including today’s headlines, short video, volcano video, watermelon video, know the car, Faceu, cute, pangolin, etc. product.
As the key window for the commercialization and realization of bytebeat, around the huge engine of bytebeat is the core marketing product service of bytebeat, including cloud data management platform (DMP), advertising optimization tool- Headline dynamic product advertising (DPA), user behavior analysis product “numbers”, customer relationship management software, flying fish CRM, etc., are helping huge engines to make traffic matching and user conversion more accurate.
Liu Siqi said that on the basis of building a closed loop of marketing, customers only need to pay attention to the creativity itself, target definition, target cost and budget control, and they can get effective online delivery. What he hopes is that the user’s viscosity through the “growth” side of the user and the service provided by the operator will eventually be reflected in the operating income.
There is no doubt that these products are used to enable advertisers, agents, etc. to achieve convenient mobile operations, reduce the production threshold of advertising creatives, and efficiently manage leads. Huge engine production seriesThe purpose is to improve the efficiency of advertising, the quality of creativity, and the improvement of advertising effectiveness.
2019 is a crucial year for bytebeats, and it is just as important to prove that it is profitable to the capital market when it is listed. According to Caijing, the last round of the byte jump (F round) has a valuation of 80 billion. In the gambling clause with financial investors, the company promised to go public with a valuation of no less than 90 billion US dollars.
Data shows that byte hopping revenue is doubling year by year. In 2015, byte hopping revenue was about 1.6 billion yuan. In 2016, it was 6 billion yuan, about 16 billion yuan in 2017 and about 50 billion yuan in 2018. After the Spring Festival this year, the bytebeat has quietly adjusted back to the income target. In 2019, the company’s revenue target is 120 billion to 140 billion yuan, and the guaranteed number is between 100 billion and 120 billion yuan.
In the current downturn of the advertising market, the “anxiety” of the commercialization of huge amounts of engines is also increasing. For the entire byte beating, it is very important to refine the ability of commercial realisation when it fails to produce products of the same order as today’s headlines and vibrato.
As a “cash cow”, there is obviously no way to stop the huge engine.