B station is making great efforts! These jumps have opened up the whole domain pattern

This article introduces the recent new trends of Bilibili in the advertising field, including the jump cooperation with e-commerce platforms and the opening of graphic and text advertising scenarios. Through an in-depth analysis of Bilibili's strategic initiatives, it explores its impact on the advertising market and content creation, as well as the business opportunities and challenges it brings. It is suitable for people who are interested in digital marketing, content creation and advertising.

Recently, Bilibili has been overwhelmed with advertisements. Taobao, Pinduoduo, and Meituan are all welcome, and the redirect links are also very direct. Not only that, Bilibili has also started its own graphic and text advertising to better connect with e-commerce platforms.

Jianshi has observed the connections between platforms many times before, such as Tencent and Taobao , Xiaohongshu and WeChat, etc.

As a content production platform, Bilibili's integration with other platforms is more conducive to increasing its operating income. Whether it is the advertising income generated or the UP hosts attracted to join, it has significant benefits for the development of the platform.

In the Q4 and full-year financial report for 2023 released by Bilibili in early March, it was mentioned that the most outstanding performance was in the advertising business, with revenue from the business increasing by 28% year-on-year in the fourth quarter and 27% for the full year. At the same time, the contribution of this business to total revenue increased from 23% in 2022 to 28% in 2023.

For Bilibili, advertising has greatly increased the overall profit margin, while also ensuring the income of UP masters on the site. A few days ago, Jianshi observed that Bilibili released a plan to incentivize low- and middle-level UP masters . This is also a means for Bilibili to increase profits.

In the past few days, Jianshi discovered that Bilibili has been making great efforts in ad redirection. Let’s take a look.

1. Bilibili jumps to Taobao, Pinduoduo, and Meituan

Recently, Jianshi discovered that in the video comment area of ​​Bilibili, a Taobao jump link appeared in the top comment posted by the UP host. The big words "Jump to Taobao" were particularly eye-catching.

Clicking on the link will redirect you directly from Station B to the corresponding product page on Taobao. It is clearly marked with the words "Fan Welfare Purchase" and there is also a button to jump back to Station B.

Below some videos, you will find a section called "UP host recommended ads".

Clicking the "View" button will directly jump to Pinduoduo, where the words "Fan Benefits" will also be displayed.

Recently, Ebrun Power discovered that a combined advertisement of Meituan and Durex appeared in the recommended videos at the bottom of the video playback page of the Bilibili APP. Clicking the advertisement will play the Durex advertisement; clicking "Buy Now" on the page will jump from Bilibili to the Durex special page of the Meituan APP and push brand coupons. The page will also display nearby stores that sell Durex products.

Image source: Ebang Power

2. Bilibili launches graphic and text advertising scenarios

Recently, Bilibili announced that it has provided advertisers with a new advertising scenario: dynamic text and picture ads. It also mentioned that dynamic text and picture ads combined with Bilibili’s takeoff traffic can bring advertisers an ROI of more than 2.3.

Currently, the main forms of bringing goods on the B station's picture and text area are to directly place product links, and to place jump sections at the bottom of the pictures and texts. Clicking on the link or section button will directly jump to the corresponding product purchase page.

3. Bilibili is “far ahead” in this wave of full-domain integration

In an article previously published by Jianshi, it was mentioned that the global domain is the best evolution direction for the private domain in the future . Observations in recent times have further verified this view. The interconnection of user links between multiple platforms makes it easier for users to settle in the private domain.

Bilibili's efforts in advertising have forced companies to pay more attention to Bilibili as a content production platform.

In the past, Bilibili has been competing with major content platforms for its long videos and in-depth content. Some top review UP hosts can also integrate advertisements with their own videos. Because of the well-reasoned review process and Bilibili's traditional reputation for high-quality content, users are more receptive to the recommendations of such UP hosts.

The addition of dynamic graphic ads has also improved the ability of Bilibili to promote products. In addition, the production cost of long videos, which Bilibili is known for, is relatively high. For other platforms, such as Douyin and Xiaohongshu, the ROI is even more terrible. The addition of dynamic graphic ads has also reduced the cost of companies promoting products on Bilibili.

At a time when users' trust in advertisements on certain platforms is declining, it is undoubtedly a good choice for the highly reputable Bilibili to join the ranks of text and image circulation at this time.

However, it remains to be seen whether the dynamic graphic advertising sector will fail due to entering the market too late and insufficient user mind training.

Author: Gao Xiangrong

Source: WeChat public account "Jianshi (ID: jianshishijie)"