移动端信息流广告高转化率研究

Research on High Conversion Rate of Mobile Information Stream Advertisement

将移动端信息流广告的主页面和着陆页作为研究的切入点,利用增添交互、打造品牌文化等手法来改善当前信息流广告在内容和形式上的不足,从而提高移动端信息流广告的转化率。利用文献研究法,分析移动端信息流广告的现状与发展趋势,结合大量移动端信息流广告案例,剖析国内移动社交软件平台上信息流广告的表现形式、特点及对应的转化率,并对移动端信息流广告低转化率的原因进行系统的梳理和评述,针对转化率低的现状探寻合理可行的改善方法。通过大量案例分析,发现部分移动端信息流广告形式无差异、内容无主题、主页面与着陆页无关联、着陆页浏览无引导的问题,对此提出提高转化率的解决方法,从而达到广告主、平台与用户三赢的目的,并为移动端信息流广告的发展提供更具价值的参考。

The paper aims to improve the content and form of current information flow advertisements by using the main page and landing page of mobile information flow advertisement as the starting point of research and to optimize the content and form of current information flow advertisements,thus improving conversion rate of streaming ads. The literature research method is used to analyze the current situation and prospects of mobile information flow advertising. Cases of the performance forms, characteristics and corresponding conversion rates of information flow advertisements on domestic mobile social software platforms were analyzed. It systematically sorts out and comments on the reasons for the low conversion rate of mobile information stream advertisements, and summarizes reasonable and feasible improvement methods for the current situation of low conversion rate. Through a large number of case studies,it is concluded that there is no difference in the form of some mobile-side information flow advertisements;the content has no theme;the main page is not associated with the landing page;and the landing page browsing has no guidance. In response to these shortcomings, a method to improve the conversion rate is proposed,which can achieve a win-win effect for advertisers,platforms and users,and provide a more valuable reference for the development of mobile information flow advertising.