Chinese internet and mobile services firm Tencent's (0700.HK) WeChat mobile messaging app has issued closed beta invitations to some official account operators for a feature to embed advertisements directly into the middle of articles. Official accounts can primarily embed ads for e-commerce products with a link to the product page for purchase. Account operators will receive a percentage of advertising revenue based on the real click-through rate.
Single articles are currently restricted to an in-text advertisement which must be preceded and followed by at least 300 characters of content, which means that short articles or articles that only consist of a video will not be able to use the advertising feature.
WeChat official account revenue primarily comes from article advertising, with pricing based on clicks. Prior to this beta test, official accounts were restricted to placing ads at the top or bottom of content.
Editor's Note: For more information on this topic, please see "WeChat to Increase Ad Revenue Share for Content Creators," MD 6/29/17 issue.