Tencent Launches Official Self-service Ad Placement for WeChat Moments
WeChat Ad Helper, 2/23/16
WeChat Ad Helper, the official advertising account on Chinese internet and mobile services firm Tencent's (0700.HK) WeChat mobile messaging app, has announced that, having undergone a month of invitation-only testing, the self-service placement for ads on WeChat's social media feed WeChat Moments is now officially available.
This service allows advertisers to place adverts with different marketing goals and now allows advertisers to promote WeChat official accounts, app advertisements, and more, in addition to brand display advertising.
Ways to purchase WeChat Moments ads include:
1. By reservation. Advertisers can reserve an ad placement 5-28 days prior to the placement, and the ad will be shown a pre-determined number of times during a 12- to 72-hour period starting from the placement date. This is suitable for advertisers who need their ads to be shown at specific times.
2. By auction. Having decided on both their target audience and daily budget, those wishing to advertise can bid freely against others in a real-time auction for the right to place their ads. Such auctions are currently only available for "ordinary cities." This suits advertisers who are more flexible when it comes to when their adverts will be displayed.
Editor's Note: 'Ordinary cities' refers to those other than Beijing, Shanghai, Guangzhou and 34 more major cities. For more information on this topic, please see "Tencent's 'WeChat Moments' Reduces Minimum Ad Price to RMB 50,000," MD 1/11/16 issue.
Keywords: mobile advertising SNS advertising wireless Tencent 0700.HK WeChat display advertising
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