Wechat Moments Ads

Wechat Moments Ads is original-content-like ads seemlessly displayed in user’s friends moments, it is based on wechat public ecosystem. Nowadays, wechat covers over 600 millions active users. Wechat moments advertisements provide a unique and fashion social advertising platform.

Based on wecaht big data algorithm, different wechat advertisement will be displayed on various users’ moments according to preset multi-dimension targeting attributes of the wechar ads.

Currently Wechat Moments Ads is open to 30 first level industries, if you are qualified according to the Wechat Ads Open Policy, then you can use wechat advertising services.

Wechat Moments Ads with Thumbnail and Text

wechat-moments-ads

Wechat Moments Ads with Thumbnail and Text is constructed by Five Parts, including Ads owner’s avatar and name, short text, pictures, text link and user social interaction.

1. Ads owner’ avatar and name , wecaht system will pull Ads owner’s public account’s avatar and name, once user click on it, user will be redirected to public account’s introduction page;

2. Short Text, creative short text message of the Ads, the message shall be simple, friendly, easy-to-understand, less than 40 words, less than 4 lines;

3. Pictures, the important component of creative Ads, show off with rich visual elements, support 1, 3, 4 or 6 pictures.

4. Text Link, according to various promotion purposes, different types of text link can be used as below,

i) Read More: for promoting brand, mobile app, wechat public account, coupon, local O2O

ii) About Public Account: for promoting wechat public account

iii) Download App: for promoting mobile app

iv) Download Game: for promoting mobile app

v) RSVP: for promoting band, local O2O

vi) Coupon: for promoting band, card, local O2O

The text link directs user visit “Link Detail Page”. “Link Detail Page” is the landing page of creative Ads, where brand delivers the full rich media message to target audience. “Link Detail Page” supports wechat public account rich media message, wechat public account detail page, app download landing page, HTML5 template page or customized HTML5 page.

5. User Social Interaction allows users like (‘Zan’ in chinese) and leave comments, enables users social with your brand.

Wechat Moments Ads with Short Video

wechat-moments-ads-burberry

Wechat Moments Ads with Short Video is constructed by Five Parts, including Ads owner’s avatar and name, short text, video, text link and user social interaction.

1. Ads owner’ avatar and name, wecaht system will pull Ads owner’s public account’s avatar and name, once user click on it, user will be redirected to public account’s introduction page; (same as Moments Ads with Thumbnail and Text)

2. Short Text, creative short text message of the Ads, the message shall be simple, friendly, easy-to-understand, less than 40 words, less than 4 lines; (same as Moments Ads with Thumbnail and Text)

3. Video, the video Ads thumbnail shown here can be 6 seconds or 15 seconds, after click on, the full length video (within 300 seconds) can be displayed.

4. Text Link, according to various promotion purposes, different types of text link can be used as below, (same as Moments Ads with Thumbnail and Text)

i) Read More: for promoting brand, mobile app, wechat public account, coupon, local O2O

ii) About Public Account: for promoting wechat public account

iii) Download App: for promoting mobile app

iv) Download Game: for promoting mobile app

v) RSVP: for promoting band, local O2O

vi) Coupon: for promoting band, card, local O2O

The text link directs user visit “Link Detail Page”. “Link Detail Page” is the landing page of creative Ads, where brand delivers the full rich media message to target audience. “Link Detail Page” supports wechat public account rich media message, wechat public account detail page, app download landing page, HTML5 template page or customized HTML5 page.

5. User Social Interaction allows users like (‘Zan’ in chinese) and comments, enables users social with your brand. (same as Moments Ads with Thumbnail and Text)

Public Account Ads support precise user targeting by various attributes like age, gender, location, mobile device, network environment, interests tag.

1. Age, Gender

Support Select user by self-defined age range from 5 to 60, Support Select user by gender.

e.g. select only publish ads to 25~40 male users, then the ads will be appeared only on 25~40 male users’ wechat while they are reading article.

2. Location

Support Select user by self-defined cities and provinces (location within China, data come from user last month’s wechat use location statistics).

e.g. select only publish ads to users in shanghai and beijing, then the ads will be appeared only to users located majorly in shanghai and beijing within last month.

3. Mobile System and Network Environment

Support Select user by iOS and Android, network environment includes WIFI, 4G, 3G and 2G. The selection criterias can be combined freely or unlimited.

e.g. select only publish ads to users who use 4G and iOS, then the ads will be appeared only to users who are using 4G and iOS while reading the wechat public account article.

4. Interests Tags

By analyzing and integrating user behavior big data from all tencent products (Wechat, QQ, ..), wechat categorizes each user with corresponding profile tags. Currently, totally 24 first level interests tags and 183 second level interests tags are supported. First level interests tags include education, travel, finance, autocar, real estate, home, restaurants & gourmet, life services, business services, beauty & cosmetics, electronics, internet, sports, health care, baby & preganancy, clothing, cases & bags, watches, shoes, accessories, entertainment, luxuries, beverages & drinks, law & politics.

With interest tags, Ads owner can reach their audience accurately, hence improve the advertising performance; the more tags, the more users would be covered.

e.g. if the Ads owner is cosmetics brand, then select ‘cosmetics’ and ‘health care’ as selection criteria, the ads will be appeared to users who are interested in cosmetics and health care products/services.

Wechat Moments Advertisement supports Paid Scheduling and Paid Listing two buying method, charge by CPM (cost per thousand exposures). The detailed CPM rate and service standard are listed below.

Paid Scheduling

The CPM of wechat moments ads via paid scheduling is determined by Advertising location, the minimum campaign budget is 50K RMB. This method will lock down expected Ads exposures, meanwhile certain budget from Ads owner’s account balance will be authorized to the campaign.

The advertising location currently is divided into three levels: Core Cities, Important Cities and Normal Cities.

1. Core Cities: CPM of Ads with Thumbnail and Text is 150 RMB, CPM of Ads with Short Video is 180 RMB

Cities include Beijing and Shanghai.

For instance, if an Ads owner runs a wechat moments ads in beijing with budget 300K RMB, then the Ads will get at least 2 million exposures.

2. Important Cities: CPM of Ads with Thumbnail and Text is 100 RMB, CPM of Ads with Short Video is 120 RMB

This level includes 20 wechat high activities cities, e.g. Guangzhou, Chengdu, Shenzhen, Hangzhou, Wuhan, Suzhou, Chongqing, Nanjing, Tianjing, Xi’an, Shenyang.

For instance, if an Ads owner runs a wechat moments ads in Nanjing and Suzhou with budget 300K RMB, then the Ads will get at least 3 million exposures.

3. Normal Cities: CPM of Ads with Thumbnail and Text is 50 RMB, CPM of Ads with Short Video is 60 RMB

This level includes all other cities except above core cities and important cities.

For instance, if an Ads owner runs a wechat moments ads in Wuxi and Changzhou with budget 300K RMB, then the Ads will get at least 6 million exposures

Paid Listing

This buying method fits for Ads owner who need to set flexible campaign duration, and constantly optimize Ads content. Ads owners bid on moments Ads by target users and daily budget, the highest bid Ads will exposed with real-time bidding.

1. Core Cities & Important Cities: Paid Listing is currently NOT supported.

2. Normal Cities: Minimum CPM of Ads with Thumbnail and Text is 30 RMB, and supported features are

One picture can be shown on Ads

Detailed landing page can be public account rich media message or HTML5 page with preset template

“Read More” text link supports more features like read more, download app, follow public account or rsvp event.

+ Brief

Wechat Moments Ads is original-content-like ads seemlessly displayed in user’s friends moments, it is based on wechat public ecosystem. Nowadays, wechat covers over 600 millions active users. Wechat moments advertisements provide a unique and fashion social advertising platform.

Based on wecaht big data algorithm, different wechat advertisement will be displayed on various users’ moments according to preset multi-dimension targeting attributes of the wechar ads.

Currently Wechat Moments Ads is open to 30 first level industries, if you are qualified according to the Wechat Ads Open Policy, then you can use wechat advertising services.

Wechat Moments Ads with Thumbnail and Text

wechat-moments-ads

Wechat Moments Ads with Thumbnail and Text is constructed by Five Parts, including Ads owner’s avatar and name, short text, pictures, text link and user social interaction.

1. Ads owner’ avatar and name , wecaht system will pull Ads owner’s public account’s avatar and name, once user click on it, user will be redirected to public account’s introduction page;

2. Short Text, creative short text message of the Ads, the message shall be simple, friendly, easy-to-understand, less than 40 words, less than 4 lines;

3. Pictures, the important component of creative Ads, show off with rich visual elements, support 1, 3, 4 or 6 pictures.

4. Text Link, according to various promotion purposes, different types of text link can be used as below,

i) Read More: for promoting brand, mobile app, wechat public account, coupon, local O2O

ii) About Public Account: for promoting wechat public account

iii) Download App: for promoting mobile app

iv) Download Game: for promoting mobile app

v) RSVP: for promoting band, local O2O

vi) Coupon: for promoting band, card, local O2O

The text link directs user visit “Link Detail Page”. “Link Detail Page” is the landing page of creative Ads, where brand delivers the full rich media message to target audience. “Link Detail Page” supports wechat public account rich media message, wechat public account detail page, app download landing page, HTML5 template page or customized HTML5 page.

5. User Social Interaction allows users like (‘Zan’ in chinese) and leave comments, enables users social with your brand.

Wechat Moments Ads with Short Video

wechat-moments-ads-burberry

Wechat Moments Ads with Short Video is constructed by Five Parts, including Ads owner’s avatar and name, short text, video, text link and user social interaction.

1. Ads owner’ avatar and name, wecaht system will pull Ads owner’s public account’s avatar and name, once user click on it, user will be redirected to public account’s introduction page; (same as Moments Ads with Thumbnail and Text)

2. Short Text, creative short text message of the Ads, the message shall be simple, friendly, easy-to-understand, less than 40 words, less than 4 lines; (same as Moments Ads with Thumbnail and Text)

3. Video, the video Ads thumbnail shown here can be 6 seconds or 15 seconds, after click on, the full length video (within 300 seconds) can be displayed.

4. Text Link, according to various promotion purposes, different types of text link can be used as below, (same as Moments Ads with Thumbnail and Text)

i) Read More: for promoting brand, mobile app, wechat public account, coupon, local O2O

ii) About Public Account: for promoting wechat public account

iii) Download App: for promoting mobile app

iv) Download Game: for promoting mobile app

v) RSVP: for promoting band, local O2O

vi) Coupon: for promoting band, card, local O2O

The text link directs user visit “Link Detail Page”. “Link Detail Page” is the landing page of creative Ads, where brand delivers the full rich media message to target audience. “Link Detail Page” supports wechat public account rich media message, wechat public account detail page, app download landing page, HTML5 template page or customized HTML5 page.

5. User Social Interaction allows users like (‘Zan’ in chinese) and comments, enables users social with your brand. (same as Moments Ads with Thumbnail and Text)

+ Precise Targeting

Public Account Ads support precise user targeting by various attributes like age, gender, location, mobile device, network environment, interests tag.

1. Age, Gender

Support Select user by self-defined age range from 5 to 60, Support Select user by gender.

e.g. select only publish ads to 25~40 male users, then the ads will be appeared only on 25~40 male users’ wechat while they are reading article.

2. Location

Support Select user by self-defined cities and provinces (location within China, data come from user last month’s wechat use location statistics).

e.g. select only publish ads to users in shanghai and beijing, then the ads will be appeared only to users located majorly in shanghai and beijing within last month.

3. Mobile System and Network Environment

Support Select user by iOS and Android, network environment includes WIFI, 4G, 3G and 2G. The selection criterias can be combined freely or unlimited.

e.g. select only publish ads to users who use 4G and iOS, then the ads will be appeared only to users who are using 4G and iOS while reading the wechat public account article.

4. Interests Tags

By analyzing and integrating user behavior big data from all tencent products (Wechat, QQ, ..), wechat categorizes each user with corresponding profile tags. Currently, totally 24 first level interests tags and 183 second level interests tags are supported. First level interests tags include education, travel, finance, autocar, real estate, home, restaurants & gourmet, life services, business services, beauty & cosmetics, electronics, internet, sports, health care, baby & preganancy, clothing, cases & bags, watches, shoes, accessories, entertainment, luxuries, beverages & drinks, law & politics.

With interest tags, Ads owner can reach their audience accurately, hence improve the advertising performance; the more tags, the more users would be covered.

e.g. if the Ads owner is cosmetics brand, then select ‘cosmetics’ and ‘health care’ as selection criteria, the ads will be appeared to users who are interested in cosmetics and health care products/services.

+ Pricing

Wechat Moments Advertisement supports Paid Scheduling and Paid Listing two buying method, charge by CPM (cost per thousand exposures). The detailed CPM rate and service standard are listed below.

Paid Scheduling

The CPM of wechat moments ads via paid scheduling is determined by Advertising location, the minimum campaign budget is 50K RMB. This method will lock down expected Ads exposures, meanwhile certain budget from Ads owner’s account balance will be authorized to the campaign.

The advertising location currently is divided into three levels: Core Cities, Important Cities and Normal Cities.

1. Core Cities: CPM of Ads with Thumbnail and Text is 150 RMB, CPM of Ads with Short Video is 180 RMB

Cities include Beijing and Shanghai.

For instance, if an Ads owner runs a wechat moments ads in beijing with budget 300K RMB, then the Ads will get at least 2 million exposures.

2. Important Cities: CPM of Ads with Thumbnail and Text is 100 RMB, CPM of Ads with Short Video is 120 RMB

This level includes 20 wechat high activities cities, e.g. Guangzhou, Chengdu, Shenzhen, Hangzhou, Wuhan, Suzhou, Chongqing, Nanjing, Tianjing, Xi’an, Shenyang.

For instance, if an Ads owner runs a wechat moments ads in Nanjing and Suzhou with budget 300K RMB, then the Ads will get at least 3 million exposures.

3. Normal Cities: CPM of Ads with Thumbnail and Text is 50 RMB, CPM of Ads with Short Video is 60 RMB

This level includes all other cities except above core cities and important cities.

For instance, if an Ads owner runs a wechat moments ads in Wuxi and Changzhou with budget 300K RMB, then the Ads will get at least 6 million exposures

Paid Listing

This buying method fits for Ads owner who need to set flexible campaign duration, and constantly optimize Ads content. Ads owners bid on moments Ads by target users and daily budget, the highest bid Ads will exposed with real-time bidding.

1. Core Cities & Important Cities: Paid Listing is currently NOT supported.

2. Normal Cities: Minimum CPM of Ads with Thumbnail and Text is 30 RMB, and supported features are

One picture can be shown on Ads

Detailed landing page can be public account rich media message or HTML5 page with preset template

“Read More” text link supports more features like read more, download app, follow public account or rsvp event.

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