WeChat has been investing its Mini Program for a while. After 9 months efforts with large number of enterprise user for Mini Program acquired, WeChat is looking into monetizing by testing ads on Mini Program.
How Mini Program Ads looked like before
On June 16th, WeChat Mini Programs launched advertisements on Beta, but not all users can see the advertisements just some target users can see it. It’s still uncertain when the Mini Programs advertising will be official launched. When we search “hotel” or “flight tickets”, we can see the advertisements shown on the top.
What’s more, on Sep.5th, WeChat Nearby Mini Program piloted “LBS promotion”, which all users can see it. This means WeChat’s first attempt at Mini Program bidding advertising. It’s an essential message for WeChat Marketing, which may be a new fierce business competition.
How WeChat Mini Program’s LBS ad works?
Users can experience the LBS promotion at “Discovery-Mini Programs-Mini Programs Nearby”. We can see that, the third piece is the fixed advertising position and it would change all the time. Because the Mini Programs you see is related to your location and scenarios. The Mini Programs Nearby LBS promotion are aimed to help users get service at certain scenarios more rapidly also better impression for high-quality Mini Programs.
Like the ads we see at our moments, these ads are targeted promotion base on user’s demographics. People of different ages, gender, occupations and behaviors may receive different ads, for example, women may receive high-end cosmetics.
According to the introduction from Mini Programs’ third-party service platform, LBS promotion can be set with the specific promotion time period, daily budget and geolocation, whose bidding principle is in line with Search Engine Advertising and Information Flow Advertising——the higher bid obtains more impressions. In other words, “LBS promotion” can provide accurate advertising delivery services based on users’ geographic location, user’s comprehensive behaviors, etc. In this way, advertisers can receive better delivery and offline conversion rates, while users can get more relevant and high-quality services.
More and more users use Mini Programs and the number of Mini Programs Nearby is rapidly increasing, it’s a new form of WeChat marketing and advertising with much potential and worth fighting. Having WeChat Mini Programs is beneficial:
Don’t need to down load, save phone memory, phone traffic and time.
Easier to use. The operational processes are more simple and unified.
Obvious and Accurate function. Don’t like APPS have many complex partitions.
No disturbing notification. It does not allow to send notification to users.
As for when the Mini Programs Advertising will be official launched and how to operate, let’s just wait and see.
Siyong is a self-starter. She began her career in Jademond as an intern assisting on Chinese content creator. Now her expertise crosses in content marketing, social media marketing and SEO. Her passion in digital marketing makes a quick learner and strong goal achiever.