THE NEW GUIDE TO WECHAT ADVERTISING March 2018 Version 7.0
TENCENT IS THE NO.1 SOCIAL PLATFORM WeChat has 963 Million Monthly Active Users.
WeChat is The Most Popular App in China https://www.statista.com/statistics/255778/number-of-active-wechat-messenger-accounts/
SHENG LI IS OFFERING WECHAT ADVERTISING ON THE WORLD STAGE In the U.S., Canada, Asia, Western Europe, Australia and New Zealand
WECHAT ADVERTISING PRODUCTS Display Banner Ad Promoted Campaign Promoted App Promoted Account Appear at the bottom of official account articles Moments (In-feed) Ad In-feed ad options with multiple targeting parameters Text, image, video Appear in users timeline feed Community Management Official Subscription Account Official Service Account WeChat Official Account Customization Content Strategy Monthly Community Co-Management
WECHAT MOMENTS ADS IN U.S., CANADA, AND INTERNATIONALLY International Targeting Now In Beta Sheng Li is one of a few select agencies able to offer full national buys for the U.S., Canada, Australia, New Zealand, Hong Kong, Taiwan, Malaysia, Singapore, Japan, and Korea. (England, Italy, France, and Germany are coming soon) This is the single biggest update since WeChat launched its advertising feature. Moments is the social feed built into WeChat Moments Ads natively flow with other user-generated content in a non-disruptive experience A verified official WeChat account is required to run Moments Ads Rate Card Minimum Campaign Spend $15,000 USD Moments Photo Ad CPM ~$45+ USD Moments Video Ad CPM ~$50+ USD
WECHAT ADVERTISING: PRICING WeChat Moments Ads Price Starting at $15,000 USD* CPM $45+ USD * campaign duration of one week includes management fees WeChat Official Account Setup Account Verification Custom Menu & Auto-Responder Two Starting Posts $2,000 USD
RESTRICTED INDUSTRIES Industry Permitted? Tourism Yes Food and Alcohol Yes Telecommunication Yes Transportation Yes Electronics Yes Notes Hotels with casinos are not allowed to place ads Clothing and Accessories Some Brands with a certain reputation / currently sold are allowed Skincare and Cosmetics Some Only allowed with imported cosmetics hygiene permit Government Some Needs Chinese government approval to open official account Universities Some Only for those approved by Ministry of Education Banks Some Banks with Chinese entities are allowed; need credentials Real Estate Some Those with Chinese entities are allowed, investment immigration is not allowed to be promoted Websites / Portal / Media No Healthcare No Cigarettes No Business Services No
HOW WE ADVERTISE ON WECHAT WeChat Direct Media Buy Basic Campaign Inbound and outbound targeting available outside China Industry specific documents and approval process required Promoted App, Promoted Account, Promoted Campaign, Coupon Ad
HOW WE ADVERTISE ON TENCENT NETWORK Tencent Ad Network Buy Advanced Campaign QQ messenger, Qzone offers outbound targeting (international market outside of China).
HOW WE ADVERTISE ON WECHAT WeChat Moment (In-feed) Ads Premium Campaigns Tag Hyperlink Follow Pictures Interaction Widely preferable and now available to overseas advertisers Outbound targeting to countries outside of China (full national buys only)
WECHAT OFFICIAL ACCOUNT TYPES Subscription Account (Individuals/Brands Verified Subscription Account Service Account Verified Service Account Enterprise Account 1 / day 1 / day 4 / month 4 /month No limit v v Broadcast message displayed in WeChat message page v v Push notification v v Broadcast message # Broadcast message displayed in subscription folder Reply to follower message within 48 hours v v v v Customized menus v v v v WeChat APIs v WeChat payment v Note *individual subscription account is not able to be verified For enterprise internal usage.
TENCENT COMPANY PROFILE No.1 Internet Company in China & Asia 85% 90% 963M 16B PV Social Network Mobile Users Social Network Users in China Daily Active Users Total Daily Page Views 10M 80% 697M WeChat Official Accounts Users Follow Official Accounts WeChat Monthly Active Users Source: Tencent Official Announcement
LEADERSHIP IN ALL PLATFORMS Tencent Ecosystem QQ IM 642.0M via smart devices 853M Users WeChat + Weixin 16 Billion+ Daily Traffic 963M Users 573.0M via smart devices Qzone 640M Users Value-added Service 95M Users Source: Tencent Q4 Report, Data refers to # of Monthly Active Users
WeChat Tencent s Mobile Revolution WeChat (Chinese: 微信; pinyin: Wēixìn) is a mobile text and voice messaging app developed by Tencent in China, first released in January 2011. As of February 2018, WeChat has over 963 million active users. 80% users follow Official Accounts. Key features: Instant Messaging, Official Accounts, Moments (Timeline), WeChat Payment and Public City Services (including utility bill payment or taxi hailing). Moments Wallet Subscription s
Mobile QQ China s Earliest IM App Tencent QQ, popularly known as QQ, was first released in China in February 1999 under the name of OICQ ( Open ICQ, a reference to the early IM service ICQ) QQ also offers a variety of services, including online social games, music, shopping, microblogging, movies, platform of games, group and voice chat. As of 2015, there are 853 million monthly active QQ accounts. Messages Contact QQ Desktop Messenger
Qzone One of the most active communities in China Tencent s version of Facebook profile page. Qzone users are young, active, wealthy, and avid sharers. 640 million monthly active users, 330 million daily PV, Y25-35 Core Audience All Qzone ads are native advertising. Video option available on Qzone Mobile. My Qzone Page News Feed Entertainment Center
Mobile QQ Music The top music site in China across platforms QQ Music is Tencent s solution to online music streaming with 300 million monthly active users, 70 million daily active users and over 250 million daily PV. QQ Music is now the largest wireless music sales platform in China. It has the highest daily downloads among China mobile's wireless music channel partners. Available on ios, Android, Mac and Windows. My QQ Music Hot Music Discover
Tencent News The leading mobile news site in China As the leading Chinese news portal, Tencent News topped the chart of the most popular news apps in China with more than 220 million monthly active users. Out of 1.2 billion mobile web users in China, 70.3% of them, which is about 900 million, consumed news from mobile news apps in 2015, according to research firm TalkingData. News Homepage Tech News Subscription
DEEP UNDERSTANDING OF CHINA S MOBILE USERS WeChat Users Profile
WECHAT USER PROFILE AND BEHAVIOR High Quality, High-End Users 54 % MALE 46 % FEMALE 45.4% 40.8% 9.5% 4.3% 18-25 26-35 36-50 Others 963 million MAU, 570 million DAU 86% users are 18-36 years old Most of users are at a medium-high income level Majority of users come under private enterprise, self-employed, students, followed by public sector. 80% of all Chinese high-net-worth individuals (HNWI) use WeChat. Income / % Source: WeChat User Behavior Report (2015)
WECHAT S IMPACT ON USERS LIFESTYLES Daily Usage and Users Spending Active Daily Users Lifestyle Spending 300 RMB 400 RMB >500 RMB (~$80) 200 RMB 100 RMB (~$16) Only used 1-2 times Lifestyle Consumption Entertainment Official Accounts Shopping Travel F&Q 25% users check WeChat over 30 times a day; 55.2% users check over 10 times a day WeChat has been a direct driver bringing in $1.76 billion in lifestyle spending, with entertainment spending the largest portion at $943 million
WECHAT S IMPACT ON USERS LIFESTYLES In-app Local Services & Brand Account Order Taxi Air Tickets BRAND ACCOUNT Utilities Movie Tickets Get Information Complement lifestyle Learning Others 34.2% of WeChat users using its taxi booking service spend an average of $16 or more a month 73.4% of official accounts that users follow are brand and media accounts 41.1% users follow official accounts to stay informed Source: WeChat User Behavior Report (2015)
MASSIVE BRAND EXPOSURE ON WECHAT S AD NETWORK PLATFORM Targeting, Ad Samples & Case Studies
UNPARALLELED TARGETING CAPABILITIES ON TENCENT PLATFORMS Demographic Topic/Interests Keyword Targeting Gender Age Geo (city level inbound only on Qzone, Tencent News; if outbound, national level) Audiences online behavior/social interests (e.g. travel, finance, fashion, beauty, consumer electronics ) Automobile BMW x5 Finance Golf Resort Behavior Targeting Environment Shopping intention Game types Activity and spending Device Network Carrier Operating System Social Apparel Gaming Internet Life Service Finance Travel Beauty Education Healthcare Real Estate Food
AD FORMATS WeChat Banner (Inbound Only) Promoted Campaign Promoted App Promoted Account Mercedes Benz QQ Music App MasterCard
AD FORMATS Qzone In-feed Banner In-feed Video Description Brand Banner The Beast ft. Le Petit Prince Braun GmbH
AD FORMATS QQ Music QQ Music Bottom Banner Ford Focus QQ Music Top Banner QQ Music Opening Ad QQ Music Album Cover Ad Smart Chanel KFC
AD FORMATS Tencent Mobile Portal Middle Banner Top Banner Mazda Huawei Honor 7
WECHAT BANNER AD CASE STUDY UNIQLO: Accurate targeting + integrated marketing For HEATTECH Winter brand Objective: Raise brand awareness and promote new products Targeted user: Mass Targeted Location: Northern cities in China Campaign Duration: Oct. 22 27 Channels: WeChat Banner, QQ Show Results: Total impression: 900,000, highest CTR: 1.27%
WECHAT MOMENT (IN-FEED) AD EXAMPLE OMO China Thank you, Mom! WeChat Moment News Feed Hyperlink to HTML5 Site Engagement on HTML5 Site ecommerce Site Scan QR code to view the case
QZONE VIDEO AD CASE STUDY Braun reached target of young and single customers through Qzone videos 24 million 6% + Impressions Total Click Rate Combined with creative video ads and Qzone social network, Braun accurately targeted their potential customers with additional brand exposure/spread.
CONTACT INFO: Kyle Chatterley +1.604.424.9650 kchatterley@6smarketing.com Vancouver Toronto New York 402-1120 Hamilton St. Vancouver, BC V6B 2S2 +1.604.642.6765 801-317 Adelaide St W Toronto, ON M5V 1P9 +1.416.892.6767 1108-33 East 33rd St New York, NY 10016 +1.212.603.9667