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1、A MARKETERS GUIDE TO CHINAS N0.1 NEWS APP:TOUTIAOLaunched in 2012,Toutiao is one of the most popular content discovery platforms in China.It offers users a unique,personalized and comprehensive content experience,enabling them to discover and explore topics of interest,ranging from sports and entert

2、ainment to agriculture and history.While the international audience might not be familiar with“Toutiao”,it is actually one of the most important apps in China that brands and advertisers simply cannot ignore.Toutiao is one of the flagship products of ByteDance.INTRODUCTIONMARKETERS GUIDE TO TOUTIAOT

3、ABLEOFCONTENTS 0105 07080912MARKETERS GUIDE TO TOUTIAOToutiao,ExplainedNot Just Another News App Latest Toutiao StatsUser DemographicsAvailable Ad FormatsHow Nativex Can HelpTOUTIAO,EXPLAINED01The apps name means“Headline”in Chinese,which speaks for itself in terms of what it has to offer.At its cor

4、e,Toutiao is a news aggregator and it is the NO.1 news distribution platform in China.As a core product of ByteDance,it holds the largest market share in the mobile news app category.MARKETERS GUIDE TO TOUTIAO01TOUTIAO IS LEADING THE NEWS DISTRIBUTION MARKETMARKETERS GUIDE TO TOUTIAOSource:Quest Mob

5、ile 2019.6Toutiao has 1.3 times more DAUs compared to Tencent News.1.3 X02ToutiaoTencent NewsWeiboNetease News QuTouTiaoThe apps main focus is on news content distribution and aggregation.But as the product evolved over the years,it also integrated Xigua Videos content onto its platform,so users can

6、 now even watch movies on Toutiao.There are over 100 channels for users to choose from.Toutiao uses smart recommendation technology to deliver relevant content to these specific channels.MARKETERS GUIDE TO TOUTIAOTOUTIAO IS MORE THAN JUST NEWS03Among all channels on Toutiao,games,sports and food hav

7、e had the highest reach in H1 2019,which is also when the readership of the games channel grew the most.MARKETERS GUIDE TO TOUTIAOSource:Toutiao Index,Jan 2018 and June 2019Fashion/lifestyle/beautyFoodHome decorReal estatesAutomobileCareerMother&babyEducationGamesTravelSportsHealth&wellnessCultureFi

8、nanceTech&consumer electronicsMOST READ ARTICLES BY CHANNELSNumbers of articles-H1 2018Numbers of articles-H1 201904MARKETERS GUIDE TO TOUTIAOToutiao official account(UGC booster/promoter)Toutiao shop(m-commerce)Short-form video(Xigua Video)NOT JUST ANOTHER NEWS APP02Just like WeChat,Toutiao packs a

9、 lot of features to keep its users on the app for as long as possible.Some key features worth mentioning are:05SHORT-FORM VIDEOThere is a short-form video section on Toutiao called Xigua Video,which is also an individual video product owned by ByteDance.This integration has given more exposure to th

10、e video content on Xigua.MARKETERS GUIDE TO TOUTIAOTOUTIAO SHOPBeside traditional media and news outlets,Toutiao also encourages companies and bloggers to open their Toutiao accounts on the platform and use it to distribute original content.In fact,one of Toutiaos main goals is helping original cont

11、ent creators get more exposure.In May 2019,Toutiao added a feature that allowed content creators to apply for a“Toutiao shop”in order to help them increase their revenue through content monetization.Once approved,the shop page appears on the content creators Toutiao account page and their Xigua Vide

12、o page,among other places.Products can be displayed in various ways including static images,videos,micro headlines,small videos,and live streaming.Toutiao account(UGC Producer)TOUTIAO OFFICIAL ACCOUNT06MARKETERS GUIDE TO TOUTIAOLATEST TOUTIAO STATS03Daily content pieces published120 Million260 Milli

13、on12 Times600k+PiecesDAUs(Daily Active Users)Average daily app opensVideo content5 Billion+50%+of all contentDaily pageviewsMAUs(Monthly Active Users)Source:Quest Mobile 2019.607Most of Toutiaos audience lives either in Tier-2 or Tier-3 citiesMARKETERS GUIDE TO TOUTIAOUSER DEMOGRAPHICS04Source:Quest

14、 Mobile 2019.656%44%Tier-1Tier-2Tier-3Tier-4New Tier-125%22%31352530192419%9%12%45+4145364013%9%17%20%24%18%Tier-5&Below12%08of Toutiaos users are aged 1935Almost70%PRICING MODELSCPD(Cost-per-day)Guaranteed DeliveryRTB Auctioned AdsMARKETERS GUIDE TO TOUTIAOAVAILABLE AD FORMATS05Toutiao offers 3 mai

15、n ad formats and pricing models:AD FORMATSTopview AdsIn-feed AdsAds Inside Page Content09TOPVIEW ADS(FORMATS:STATIC,GIF,VIDEO)IN-FEED ADSAD FORMAT DEMOSMARKETERS GUIDE TO TOUTIAOAds are displayed when the Toutiao app is launched.Large in-feed static adLarge in-feed static ad with install buttonSmall

16、 in-feed static ad with install buttonSmall in-feed static ads10CPD(Cost-Per-Day)IN-FEED CAROUSEL ADADS INSIDE PAGE CONTENTMARKETERS GUIDE TO TOUTIAOAD FORMAT DEMOSThese are ads displayed within the article content or on the video page.Ad creatives supported include small or large images,carousels,a

17、nd videos.PRICING MODELSAs the pricing model implies,CPD ads allow you to secure a fixed ad slot for a set price.With this pricing format,your ads will reach all Toutiao users for whichever day you choose.Two ad formats are supported under the CPD model:TopView and In-feed.Guaranteed DeliveryThis mo

18、del charges advertisers for a guaranteed number of impressions previously agreed on.Your ad will be shown under the“Recommendations”channel.RTB Ads(CPM/CPC/CPA)Your ad will be shown in a certain spot in the news feed,based on the bidding price.11MARKETERS GUIDE TO TOUTIAOHOW NATIVEX CAN HELP06If you

19、re looking to take your campaigns to Toutiao,we have some good news!As a certified core ad agency for Toutiao,we can help you get your brand,product,or service in front of Toutiao users in no time!Our unparalleled knowledge of Chinas mobile ecosystem,combined with our industry-leading ad creatives a

20、nd our reliable localization services,have made us the first choice for many advertisers looking to achieve success in China.12MARKETERS GUIDE TO TOUTIAONativex is the core agency of Toutiao,which means that by working with us you get instant access to some exclusive benefits.NATIVEX CAN HELP YOU GE

21、T STARTED-QUICK SET UP,NO HASSLELocalized creatives powered byTopWorks Creative Studio has connections with over 160 global creative partners,spanning across 30 countries and areas.The TopWorks team can produce high-quality creatives for your campaigns in all your targeted markets,with formats inclu

22、ding live-action video creatives,TV commercials,interactive videos,3D animations,VR videos,and more.1Early access to new featuresBe the first to try new marketing features the moment they go live on the platform.2Cross-media management powered by the Nativex Trading DeskRunning campaigns on multiple

23、 media channels?The Nativex Trading Desk has detailed reporting functionality split by ad format,creative used,app,and more-all in one place.3Exclusive Toutiao insights and analysis based on your verticalsDepending on the vertical you are in,you will gain access to exclusive reports,all based on our

24、 extensive experience working on TouTiao-based campaigns.4Tailor-made algorithm set to meet your KPIsCustom-built algorithm offered by Toutiao,designed for flexibility around your KPIs.513TopWorks Creative Studio has connections with over 160 global creative partners,spanning across 30countries and

25、areas.The TopWorks team can producehigh-quality creatives for your campaigns in all your targeted markets,with formats including live-action video creatives,TV commercials,interactive videos,3D animations,VR videos,and more.MARKETERS GUIDE TO TOUTIAOTAKE YOUR CAMPAIGNS TO THE NEXT LEVEL WITHOur Xplo

26、reChina solution is designed to help advertisers achieve sustainable growth in the worlds largest mobile ecosystem.At Nativex,our mission is to enable visible returns and our XploreChina initiative,combined with our unmatched understanding of the mobile landscape in China,means your advertising effo

27、rts are in good hands.Nativex is the certified partner with key media giants in China and core agency with Bytedance and Kuaishou.Get in touch with the Nativex team today.Lets get your campaigns the ROI boost they deserve!OthersCore Agency and Strategic Partnerof the Most Popular Media in China14XMP

28、 is the first multi-channel media buying tool that connects top media between China and the Western markets.Built by the Nativex media buying experts for media buyers,XMP will allow you to streamline complex campaign workflows across platforms like Snapchat,Douyin,WeChat,and Kuaishou.Schedule a demo

29、 today.Western Top Media supportedChina Top Media supportedEdit bids in batchesEdit targeting in batchesCreate campaigns in batchesMulti-channel dashboardCampaign groupingCreative analysisCreative servicesFeaturesBidalgoSmart.lyBidshakeXMPBUYING TOUTIAO IN-HOUSE?The First Multichannel Media Buying Tool Connecting Top Channels across China and The West.15MARKETERS GUIDE TO TOUTIAOGET MORE OUT OF OUR XPLORECHINA EBOOKS:16MARKETERS GUIDE TO TOUTIAOLearn More at:https:/