App Growing arrives with what tracking during 7-9 month 2018 " advertisement of financial industry shift " data is a basis, right the originality of advertisement of financial industry shift of Q3 undertook an analysis 2018. Basically put in a trend from advertisement next, put in application and put in cycle, put in channel, put in the respect such as originality to spread out an analysis.
It is the relevant content of this second report below
One, money market trades potential is great, q3 finance advertisement put in 2018 support ascendant trend
Mobile finance trades to begin from 2011 2017, its dimensions trades to reach nine hundred and ninety-eight billion three hundred and forty million yuan from 680 million yuan of growth. The high speed that consumes the market as mobile finance develops, financial product is like the emerge in large numbers like emerge, various financial product advertisement make a person dazzling immediately, difficult differentiate true and false.
Move formerly the superintendency strength of money market already cannot be restrained well make a holiday kind the emerge in large numbers of financial product, to reorganize the common practice making a holiday of mobile money market better, the superintendency orgnaization such as a 3 meetings is aimed at endowment canal industry, bank, fair collect, insurance to wait publish a series of finance to superintend policy.
According to the analysis, as the issuance that finance superintended policy 2017, money market is perpetual standardization, mobile advertising puts in financial industry increasing also, came from Q1 2018 Q3, financial advertisement puts in present ascendant trend.
Among them, q3 finance advertisement put in 2018 begin to present ascendant trend from July, and August advertisement puts in number achieve most. Besides, compare the advertisement originality number of Q2, q3 advertisement puts in several ascendant extent to be made an appointment with high 71% , for the time that the advertisement in Q3 put in centrally 2018 paragraph.
2, leasehold, stock is put advertisement on most financial category, making an appointment with the advertisement of the financial application of 62% to put in periodic more is 1-3 week
1, leasehold, stock is put advertisement on most financial category
Category of financial product advertisement is at present much, the financial advertisement originality that App Growing website goes to monitoring undertakes category distinguishs, main component is the 5 large category such as conduct financial transactions, leasehold, stock, credit card, insurance.
According to App Growing the analysis can be gotten, the financial industry category of before Q3 put advertisement on the rank 2018 3 is leasehold respectively, stock, conduct financial transactions. Among them, leasehold category puts in occupy than highest, about 41% ; Stock take second place, occupy than about 27% ; Rank the 3rd, of the 4th is stock of credit card, letter, occupy score to be 21% , 9% ; And safe kind advertisement puts in occupy than least, do not exceed 3% .
Review 2018 first half of the year, the financial industry category of before putting advertisement on the rank 3 is conduct financial transactions (38% ) , leasehold (35% ) , stock (13% ) .
2018 in Q3 finance category, category of conduct financial transactions from put in head of a list of names posted up to drop to the 3rd, put in strength to cut down many. This main ascribe conduct financial transactions kind the product encounters cold winter, product of near future conduct financial transactions jumps ticket incident common occurance, products of many new student conduct financial transactions are strangled at the cradle in. This shows, q3 finance category is medium 2018, leasehold, stock kind of the product put in impetus more driving.
2, in the financial application of TOP10 of advertisement number rank, leasehold kind application puts in expression strong
According to App Growing the analysis can be gotten, the financial application number that Q3 shared advertisement to put in 2018 makes an appointment with 266 (IOS+ An Zhuo) .
Next graphs are the financial application pop chart that Q3 advertisement put number on TOP10 2018, the financial application that ranks TOP10 is respectively " offer magnesian share " , " restful Pu Hui " , " credence blocking an ox stewards " etc. Look from category, leasehold kind held 5, stock kind occupy 2, conduct financial transactions kind occupy 2, credit card kind occupy 1.
3, Q3 finance application is medium 2018, when about 60% finance apply advertisement accumulative total to put in, growing is 1-2 week
According to the analysis, in 266 financial application that Q3 had advertisement to put in a plan 2018, when the advertisement accumulative total that restricts 60% financial application puts in, grow for 1-2 week. Among them, when the advertisement accumulative total that has 47% financial application about puts in, grow for 1-7 day (1 week inside) ; When the advertisement accumulative total of 13% financial application puts in, grow for 8-14 day (2 weeks inside) .
3, the channel such as advertisement of socialization of Baidu iformation flow, today's top headlines, Tecent more accept financial ad advocate favour
The financial advertisement originality that App Growing goes to according to Q3 tracked 2018 is counted, the advertisement originality number that has each discharge platform go up occupies score analyse. From integral angle character, 2018 Q3, the discharge platform that financial advertisement puts in is occupied of before comparing 3 is advertisement of socialization of Baidu iformation flow, today's top headlines, Tecent respectively.
Among them, channel of Baidu iformation flow puts in occupy than highest, about 22% ; And take second place of today's top headlines, occupy than about 20% ; Ranking tertiary is Tecent socialization advertisement, occupy than about 15% . This shows, the head discharge channel such as advertisement of socialization of Baidu iformation flow, today's top headlines, Tecent accepts financial ad quite advocate favour.
If will tell from finer angle, 2018 Q3 the advertisement of each big finance category, put in certain otherness on the choice of discharge platform. Conduct financial transactions, stock, safe kind of product advertisement more the discharge platform such as advertisement of socialization of preference sina Fu Yi, today's top headlines, Tecent; Leasehold, credit card kind product advertisement more the discharge platform such as advertisement of socialization of iformation flow of apt choice Baidu, Tecent, today's top headlines.
Among them, platform of discharge of TOP3 of advertising of each big finance category is respectively:
4, finance kind advertisement originality with " red bag " , " security " etc give priority to, and table of commonly used article covers a region is to lead an attempt, astonish plaint
The competition that financial industry advertisement put in 2018 is intense, together with suffers national policy canal to accuse. Accordingly, financial product puts in in each old ad channel suffer be restricted much, the examine and verify on advertisement originality is unusually strict, the whole that brings about financial product puts cost on on the high side. So, how should be financial advertisement originality done? Next, app Growing is united in wedlock 2018 the point crossing careful of data of Q3 advertisement originality and partial channel, from material originality (picture) , this 3 parts spread out page of be born of advertisement article table, advertisement analysis.
1, financial material originality is more with " red bag " , " security " , " application is simple " , " belle " wait for content to give priority to
According to be being tracked the financial advertisement data of Q3 is medium 2018, the advertisement form of financial advertisement originality is given priority to with iformation flow advertisement, and the material type of the financial advertisement originality that exceeds 7 to become is a picture.
Among them, picture material can bear the weight of more product content, facilitate in shorter time introversion the user reveals product detail and favourable information in the round. Occupy an analysis to be able to be gotten, the picture material originality of different finance category distinguishs somewhat:
It is citing of originality of financial picture material below, respectively from conduct financial transactions, leasehold, stock, credit card, insurance category of this 5 big finance spreads out a row to lift:
2, table of financial advertisement article covers road more with " lead an attempt " , " astonish plaint " , " the announcement reminds " wait for a style to give priority to
According to be being tracked the financial advertisement data of Q3 is medium 2018, more of style of table of financial advertisement article is used lead an attempt kind and astonish plaint kind, occupy score to be 20% , 16% ; Remind for the announcement next kind, occupy than about 14% . This shows, lead an attempt, astonish plaint, the announcement reminds wait for a style, it is a means that financial article table uses at most.
If the near future thinks great master the advertisement article table related compose finance, can consult Q3 compared record of common financial advertisement article 2018, basically have the following style of 3 kinds of ad:
(1) lead an attempt
2018 of Q3 " lead an attempt " kind financial article table, more is to be aimed at an user to be opposite the certain product requirement of financial category, go further guide an user to undertake trying, the keyword more in article table appears in light of, try, measure measure wait for a word.
(2) astonish plaint
2018 of Q3 " astonish plaint " kind financial article table, more is the product characteristic that joins each big finance class, expression gives hyperbole, open-eyed mood, attract an user to pay close attention to thereby, the keyword more in article table appears astonish, frighten, be stupefied, actually, wait for a word unexpectedly.
(3) the announcement reminds
2018 of Q3 " the announcement reminds " kind financial article table, more is the place that outstanding in table of financial advertisement article user needs to notice, the keyword more in article table appears be sure to keep in mind, be careful, the word such as attention, announcement, caution.
3, originality of page of financial be born is more with " red bag " , " security " , " the forehead is spent tall " , " give danger " wait for content to give priority to
Be born page is advertisement put in those who cross the last ring in Cheng to put in stock, be born page is with originality content is nodded to attract, it is an interest to nod with be being given freely, taking stated goal sex to guide an user to produce action. Main component is the purpose that page of common fall to the ground popularizes stimulative application download, register watch sheet to obtain a guest to wait.
When the user by the advertisement originality of before two paces (picture material + advertisement article table) attract, page of be born of farther bring into contact with, right now be born page needs to present more originality dots and profit drop, ability guides an user produce the action that is delivered of one pace further.
Occupy an analysis to be able to be gotten, the originality of be born page of different finance category distinguishs somewhat:
(1) conduct financial transactions kind originality of be born page - red bag of conduct financial transactions, history year change tall, accrual to add breath
Have the user of intent of conduct financial transactions, general meeting values the history of product of conduct financial transactions and prospective earnings quite, pay close attention to this product to whether can give more privilege at the same time, for instance red bag of new personality cash, accrual is added breath. It is the security of conduct financial transactions besides, whether does product of this conduct financial transactions have more person to buy, whether authoritative orgnaization is done endorse etc.
Classics analysis, 2018 the conduct financial transactions of Q3 kind originality of be born page, more is to be aimed at " red bag of conduct financial transactions " , " the history year change " , " close to cease increasingly " wait for direction, outstanding manage money matters kind the window information of the product, guide an user to download application further / register coupon of the conduct financial transactions that get to wait.
(2) leasehold originality of kind of be born page - accrual fast, forehead spends low, loan tall
Have the user of leasehold intent, general meeting many sided compares the detail information of each old leasehold product, for instance the speed of rate of the discretion of leasehold interest, loan, and the discretion that loan specified amount spends.
Classics analysis, 2018 of Q3 leasehold originality of kind of be born page, more is to be aimed at " interest is small " , " loan is fast " , " loan specified amount is spent tall " wait for direction, outstanding and leasehold the window information of kind of product, guide an user to download application further / register application loan / examine loan specified amount to spend etc.
(3) stock kind material originality - intelligence is stared at dish, send
Have the user that fries an intent, general meeting values the value of the stock and prospective earnings quite, can earn firmly it is better to do not have a deficit. And fry a choice to fry a tool and stock type, this also is the dot that the user pays close attention to very.
Classics analysis, 2018 the stock of Q3 kind originality of be born page, more is to be aimed at " intelligence is stared at dish " , " send a stock " , " lottery of old rotary table " wait for direction, outstanding share kind the window information of the product, guide an user to download application further / get give a share / open an account etc.
(4) credit card kind originality of be born page - examine and verify is fast, avoid year of cost, highest forehead to spend 50 thousand
Have the user that handles credit card intent, general meeting many sided compares the function of product of each big credit card and product information, whether to avoid year of cost for instance, whether to support take now, the speed of speed of examine and verify.
Classics analysis, 2018 the credit card of Q3 kind originality of material of be born page, more is to be aimed at " examine and verify is fast " , " avoid year of cost " , " highest forehead is spent 50 thousand " wait for direction, outstanding credit card kind the window information of the product, guide an user to download application further / register application credit card to wait.
PS: According to newest " standard of examine and verify of finance of Tecent socialization advertisement " , credit card kind affirmatory and specific specified amount is not gotten to spend in advertisement originality / interval forehead is spent (legal forehead spends individual credit card is 50 thousand) ; At the same time the next careful card, card, time that take card also should accord with factual logic.
(5) be sure originality of kind of be born page - give danger, keep the specified number tall, insurance cost is calculated
Have the user of insurance intent, the insurance cost that can value insurance product quite commonly, protect the information such as limits of the forehead, safeguard. When average insurance company is promoting some insurance product, insurance advertisement more is met with " give assurance " to attract a particle, guide an user to get give danger, promotion of the attend a banquet below the line comes to later period recombine those who lead an user is farther buy.
Classics analysis, 2018 the insurance of Q3 kind originality of material of be born page, more is to be aimed at " give danger " , " keep the specified number tall " , " insurance cost is calculated " wait for direction, outstanding and safe the window information of kind of product, guide an user to get further give danger / calculate insurance cost to raise insurance consciousness to wait.
Above is the relevant content of this second report.
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