"史上最长"双11已经开启。在这个全年重要的增长节点，我们从100+媒介效果评估案例中，总 结了高效广告投放都做对了什么，期望有所帮助和启发。 无论市场如何变化，不变的是渗透率为王 。任何品牌只有不断地招募到新消费者，才能实现长 期健康的增长, 而广告投放是帮助品牌持续拉新的重要手段之一。品牌怎么通过广告投放持续拉 新，即提升渗透率，进而更有效地拉动销量增长？ 本文将基于Worldpanel消费者指数2023–2025年的上百个媒介效果评估案例（数字媒体广告为 主）, 拆解那些成功拉动品牌生意增长的广告活动背后，影响消费者决策的关键动作。 先思考一个问题，广告投放能给品牌带来多少新客？ Worldpanel消费者指数最新发布的《 2025品牌足迹报告 》显示，在中国市场，2024年前250 名 获得增长的品牌中，93%的增长源于渗透率的提升，而成长品牌的渗透率变化中位数为1%。 这1%代表着：品牌A在家内消费场景（覆盖2.07亿户家庭）实现增长，渗透率平均要提升1个百 分点，需要招募200多万新城市家户的购买。 那么，广告 投放 能拉动多少渗透率？ 通过Worldpanel消费者指数3年的媒介效果评估案例（数 ...

在考虑到这些费用后，具体的投屏费用会因广告主的需求而有所不同。一般来说，基础投放费用可能在数万元到数十万元不等，而黄金时段的投放费用则可 能更高，甚至达到数十万元。具体费用会因投放的时长、时间段、广告位等因素而变化。例如，一些热门的广告位因为需求量大，可能会出现价格上涨的情 况。 除了费用，广告主还需要考虑广告的投放策略。投放广告不只是简单地将内容展示在屏幕上，更需要结合市场需求和受众特征进行精准投放。例如，针对年 轻人的品牌可以选择在周末高峰时段进行投放，而针对商务人士的品牌则可以选择在工作日的早高峰时段进行展示。这样的投放策略能够提高广告的效果， 确保广告主的投资获得更好的回报。 投放广告的效果评估同样重要。企业在投放广告后，可以通过多种方式评估广告的效果，例如通过人流量统计、品牌认知度调查等方式来衡量广告的实际效 果。这些数据不仅能够帮助企业了解广告的投放效果，还能为下一次的广告投放提供参考依据。这种数据驱动的决策方式，能够帮助企业更加科学地进行广 告投放，提高投入产出比。 这是(denisesha)整理的信息，希望能帮助到大家 在繁华的上海，环球港双子塔以其独特的建筑风格和优越的地理位置吸引了大量游客 ...

Core Insights - The advertising value of WeChat Official Accounts is increasingly prominent for businesses, both large and small, aiming to reach target audiences effectively and enhance brand awareness [1] Group 1: Advertising Steps - Step 1: Account Opening and Verification - Businesses must register on Tencent Advertising, providing accurate company information and completing a verification process that typically takes 1-3 working days [3] - Step 2: Create Advertising Plan - Advertisers can choose from various ad placements, such as bottom of articles, in-article ads, video pre-rolls, and subscription message lists, depending on their advertising goals and target audience [4] - Step 3: Authorize Related Official Accounts - Advertisers can authorize their own accounts or select suitable accounts for collaboration based on metrics like follower count and engagement [6] - Step 4: Add Advertising Creative - Effective visuals and compelling copy are crucial for attracting user attention and conveying the brand message [7][9] - Step 5: Review and Launch - Completed ad plans and creatives must be submitted for review, and once approved, ads can be monitored for performance metrics like impressions and click-through rates [10] Group 2: Advertising Pricing Models - Pricing Model 1: CPC (Cost Per Click) - Advertisers pay only when users click on their ads [11] - Pricing Model 2: CPM (Cost Per Mille) - Advertisers pay for every 1,000 impressions their ads receive through a bidding process [11] - Pricing Model 3: oCPC/oCPM - Advertisers pay when users complete specific actions, such as registrations or purchases, with costs varying based on conversion difficulty [11]

Core Insights - The report highlights significant growth in Douyin e-commerce during the first half of 2025, with apparel and lingerie leading sales, followed by smart home products, jewelry, and beauty products. The medical health category saw a remarkable increase in sales, approximately quadrupling, while niche categories like virtual recharge also experienced strong growth [1][11]. E-commerce Performance - Apparel and lingerie dominated the sales rankings, with smart home products, jewelry, and beauty following closely. Medical health sales surged by about 400%, and niche categories like virtual recharge showed robust growth [1][11]. - The share of product cards increased by 7.1%, becoming a core growth driver, with a notable 32% turnover rate among the top 50 brands, while the top 10 brands remained relatively stable [1][14]. Advertising Insights - Beauty products led the advertising spend and exposure, with the majority of exposure coming from the "Giant Star Map" platform. General advertising exposure was nearly three times higher than product and live-streaming ads, with effective tags including "life records" and "drama" [1][18]. - The top advertising categories included beauty, personal care, and food and beverage, with beauty products achieving over 119.9 billion in exposure [1][33]. Category Trends - The fashion category saw a significant increase in sales and transaction heat, with 25 million items sold on Douyin. The outdoor sports segment also showed notable growth, driven by various promotional activities [1][22]. - The quality and aesthetics category experienced a sales increase of 30.6% and a transaction heat increase of 38%, with a focus on detailed care products [1][29]. Lifestyle Upgrades - The overall sales heat in the lifestyle upgrade sector grew by 36%, with cleaning appliances contributing the highest sales. Products like fruit and vegetable disinfecting machines saw exponential growth [1][36]. - The report noted that the AWE (China Household Appliances and Consumer Electronics Expo) helped ignite interest in AI-driven home appliances, aligning with current consumer trends [1][36].

Core Viewpoint - The article discusses the challenges faced by Bilibili (B站) in the long video sector, particularly in light of increasing competition from short video platforms and user dissatisfaction with advertising practices. It highlights the emergence of a third-party app, Pilipala, which offered an ad-free experience but faced legal challenges from Bilibili. Group 1: Bilibili's User Engagement and Demographics - Bilibili remains a preferred platform for long videos, offering a variety of content such as academic science, documentaries, and tutorials [1] - As of Q1 this year, Bilibili reported 107 million daily active users and 368 million monthly active users, with an average user age of 26 [2] - The platform has a high user retention rate, with 84% of users registered for over 10 years and 90% for over 15 years [2] Group 2: Pilipala App and User Experience - Pilipala is a third-party open-source client that provides a simplified, ad-free interface while retaining core functionalities of Bilibili [5][6] - The app allows users to access all Bilibili content, including popular videos, live streams, and offline caching, without the interference of ads [7][8] - Pilipala also offers features like customizable recommendation mechanisms and lower storage requirements compared to the official app [9] Group 3: Legal Challenges and Bilibili's Response - Pilipala's developers received a cease-and-desist letter from Bilibili, citing unauthorized use of its API and potential harm to its traffic [14][18] - Despite claims of using only official APIs, Bilibili emphasized that Pilipala could mislead users into thinking it was affiliated with the platform [19][20] - Following the legal notice, the developers decided to halt the app's development and remove it from all platforms [20] Group 4: Bilibili's Financial Performance and Revenue Streams - Bilibili's revenue is primarily derived from four segments: value-added services, advertising, gaming, and IP derivatives, with the first three accounting for over 90% of total revenue in 2024 [27] - The company reported a total revenue of 22.53 billion RMB in 2023, projected to grow to 26.83 billion RMB in 2024 [28] - In Q1 2025, gaming revenue surged by 76% year-on-year, while advertising revenue grew by 20%, indicating a shift in revenue dynamics [28][30] Group 5: Advertising Issues and User Sentiment - Bilibili has faced criticism over high advertising frequency and diverse ad formats, leading to user dissatisfaction [33] - Users expressed frustration over the perceived mismatch between paid membership benefits and the continued presence of ads [35] - To improve user experience, Bilibili needs to explore more effective advertising strategies that minimize disruption while maintaining revenue [36]

Core Viewpoint - Sichuan One or Two Image Culture Communication Co., Ltd. (One Two Media) is a professional outdoor advertising service provider that focuses on high-quality and efficient advertising services in prominent locations like Times Square and Nasdaq in New York City [4][22]. Group 1: Advertising Platforms - Times Square is referred to as the "crossroads of the world," attracting millions of visitors annually, making it an ideal location for brands to enhance their global influence through advertising [9]. - The Nasdaq screen serves as a financial and technological symbol, providing brands with rapid visibility among global investors [13]. - MiFi screen is a new star in Times Square, appealing to younger consumers with its innovative design and advanced display technology [15]. Group 2: Competitive Advantages - One Two Media has established long-term partnerships with major advertising screens, offering a one-stop service from creative design to execution [9]. - The company possesses a professional photography team that ensures high-quality visuals for advertisements, enhancing their impact on large screens [19]. - Efficient coordination with screen operators allows for timely and accurate ad placements, saving clients valuable time [19][20]. Group 3: Client Services - One Two Media provides personalized one-on-one client services, ensuring tailored guidance throughout the advertising process [20]. - The company has implemented direct partnerships with screen operators in the U.S., eliminating intermediaries and enhancing service quality and efficiency [22]. - This direct collaboration allows for competitive pricing and superior service, ensuring that clients receive exceptional advertising experiences [22]. Group 4: Market Positioning - In a competitive global market, brands must establish a unique image and strong influence, which can be achieved through advertising on prominent screens like Times Square and Nasdaq [22]. - One Two Media has built a strong reputation in the industry by adhering to a customer-first and quality-first service philosophy [22].