朋友圈广告首份用户研究报告:广告主和用户都需要的一个“重要答案”

作者:三部曲网络 分类: 发布于:2015-1-24 15:43 ė1362次浏览 618条评论

导语:自朋友圈广告亮相后,企鹅智酷随即发起了针对中国网民的调查。

它无孔不入,你无处可藏,它是什么?它是广告。微信团队发出第一条微信朋友圈广告后,点赞者有之,恐慌者亦有之。事实上,广告并非生来可恶,缺少的只是改变。

自朋友圈广告亮相后,企鹅智酷随即发起了针对中国网民的调查,从朋友圈广告的覆盖度,用户接受度,以及“用户认可的好广告”等多个维度,分析呈现对于朋友圈广告这一“大事件”的真实用户反馈图谱,并探索未来的产品演进方向。

超过一半用户对朋友圈广告的出现并不惊讶

智酷调查| 朋友圈广告首份用户研究报告

微信团队发出的第一条朋友圈广告,实际上并非所有用户都能在第一时间看到。57.7%的用户表示看到了这条“它是什么”的朋友圈广告,34.4%用户称没有看到。还有7.9%的用户表示,自己并不用朋友圈。

这个数据倒是补充反映了朋友圈功能在用户中的普及度。联想到微信月活跃用户4.68亿的规模,不难推测出广告的出现将影响的用户范围。

智酷调查| 朋友圈广告首份用户研究报告

那么对于突然出现的朋友圈广告,用户有心理准备吗?实际上,超过一半的调查用户并没有感到意外。

51.9%的用户称不惊讶,毕竟信息流广告已经在国内其他社交产品中出现。另外48.1%的用户表示惊讶,认为这超出了他们的预想。

用户对信息流广告不陌生,72.1%用户见到过

微信朋友圈广告实际上就是信息流(Feeds)广告,这种形式的广告与社交平台上好友发布的信息形式类似,融合在信息流中,以期降低对用户的骚扰度。

智酷调查| 朋友圈广告首份用户研究报告

早在朋友圈之前,新浪微博和QQ空间就采用了信息流广告的形式。调查结果也显示出,用户的确早已体验过这种广告,72.1%的用户表示在其它社交产品里见到过信息流广告。

既然广告形式并不陌生,用户对朋友圈广告的接受度在一个“合理区间”也并不令人意外。但正如微信团队在广告推广的宣传语中所提到的,当下社交产品中的广告存在的关键问题是,它们不懂用户。而很显然的是,在这方面,微信希望通过朋友圈广告做出某些改变和努力。

既然广告最终的受众是用户,那么用户对各种互联网产品中的信息流广告,到底有哪些不满和改进需求?

广告出现频率太高最遭用户吐槽

智酷调查| 朋友圈广告首份用户研究报告

在选择自己最想吐槽的信息流广告问题中,排名最高的是“广告出现频率”太高,51.5%的用户选择了该条。排在第二位的问题是“烂广告无处投诉”,选择率为27.1%。排在第三位的问题是“低质假冒产品广告太多”,选择率和第二条接近,约22.6%。“广告展现形式突兀僵硬”在六个问题中排名最靠后,说明这种插入在信息流中的广告并没有因展现形式遭用户反感。

相比于“广告投放不智能”这种需要投入长期精力来解决的问题,广告呈现的平衡度和内容方面的硬伤问题反倒更为突出。如果能把这方面的问题优先解决,信息流广告体验的口碑可以获得明显改观。

用户需要“屏蔽和投诉烂广告”的功能

在这个强调互动的互联网时代,用户也期待着和广告的更多互动。这种互动既包括对烂广告的屏蔽和投诉,也包括一些可以形成互动来收获红包福利或者优惠的活动。

智酷调查| 朋友圈广告首份用户研究报告

在企鹅智酷提供的六条广告改进方案中,42.5%用户期待拥有对烂广告进行屏蔽和投诉的功能。实际上,国内大部分信息流广告都提供了点击类似于“我不感兴趣”按钮来隐藏用户不喜欢的广告,但这种屏蔽和投诉互动方面的设置还有优化空间,比如给用户更直接表达意见的途径。

对个性化广告的诉求排在第二位,这也一直是用户和广告主的共同需求。一个让人有些意外的结果是,相比于广告文案和图片的质量提升,用户更希望获得实惠的广告福利,例如微信红包等。因此,如何通过微信平台的多重产品,让广告得到更好的推广,将考验商家和微信平台的智慧。

用户的“好恶”:精准广告受青睐,电商和应用下载广告最讨厌

智酷调查| 朋友圈广告首份用户研究报告

只要广告和用户属性之间有相关性,23.8%用户对任何类型的广告都能接受,这是排在首位的选择。仅仅以微弱差距排名第二、三位的分别是,参与优惠活动的广告和可领微信红包的福利广告。

排在第四位的是“优质的大品牌主广告”。这类广告也是目前微信朋友圈首选的广告类型。跟随其后的是生活服务类O2O广告和微信公众号推广广告。

对于目前信息流广告里出现最多的电商类和应用下载类广告,用户显然已经开始厌烦,两者排在最后。

35%用户参与过好友发的朋友圈广告

智酷调查| 朋友圈广告首份用户研究报告

跳出朋友圈广告本身,企鹅智酷也调查了目前朋友圈好友发广告的现状。89.8%的用户反馈称自己在朋友圈里看到过好友发的广告。这反映出朋友圈早已成为用户选择发广告的平台之一,即使微信官方的广告没有出现,各种“广告党”也已经占据了很多人的朋友圈信息流。

智酷调查| 朋友圈广告首份用户研究报告

对于这种来自好友的广告行为,用户的参与率约为35%,其中29.8%的用户偶尔参与,5.2%的用户经常参与。很多用户在企鹅智酷调查的评论中反馈,会选择屏蔽那些爱发广告的朋友。

智酷调查 | 朋友圈广告首份用户研究报告

虽然很多用户对信息流广告的接受存疑,但是在调查的最后,当我们让用户转换身份,让他们站在一个广告主的立场上选择,是否会考虑在朋友圈做广告时,60%的用户认可了这一平台的商业价值,表示愿意考虑。作为产品的实际使用者,用户更能了解朋友圈对自己的信息覆盖能力。

结论:广告主和用户都需要一个“重要答案”

广告是追求平衡的艺术,一端是广告主的利益诉求,另一端是产品的用户根基,调控平衡的主角是平台本身。最好的局面当然是既精准又相关,让广告主影响他们希望影响的用户,让用户看到帮助他们做消费决策的广告。

用户在调查中反馈的需求其实还是首先集中在广告展现规则和质量本身。因此,从短期看,如何控制广告出现的频率、杜绝低质和假冒产品的广告,是朋友圈广告迎来的第一个考验。

这早已是一个不同于传统广告呈现的时代,技术环境的更替已经让用户看到,广告具备互动潜力。所以,用户也在表达这样的诉求,他们希望获得有实际利益反馈的广告,比如领到微信红包、获得一些打折优惠券。这是微信可以利用的优势条件。

微信懂你吗?还记的那个“点赞太容易,当面夸太难”的欢迎界面吗?那里展现了我们过去一年送出了多少赞,又收获了多少赞。这背后的积累其实就是逐渐“懂”你的过程。

从国外的Facebook到国内的微博、微信,信息流广告依然是目前移动社交产品最重要的商业模式之一。从长期看,如果说信息流广告登陆朋友圈是一个“重要时刻”,那么如何不断地优化广告投放精准度,将是平台方需要给广告主和用户的一个“重要答案”。

本文出自 三部曲网络 - 新闻中心,转载时请注明出处及相应链接。

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