QQ · UX Designer · 2019-2021
QQ · UX Designer · 2019-2021
QQ · UX Designer · 2019-2021
Data-driven Design
for Performance Advertising Format
Data-driven Design
for Performance Advertising Format
Data-driven Design
for Performance Advertising Format
Aspects of this project are confidential & can’t be displayed publicly. If you’d like to know more about my process, schedule a portfolio presentation.
Aspects of this project are confidential & can’t be displayed publicly. If you’d like to know more about my process, schedule a portfolio presentation.
Aspects of this project are confidential & can’t be displayed publicly. If you’d like to know more about my process, schedule a portfolio presentation.
ABOUT THE PROJECT
ABOUT THE PROJECT
ABOUT THE PROJECT
Background
Background
Background
KanDian(看点) is a news platform in QQ, relying on advertising to monetize traffic.
Unlike brand advertising, which needs to be signed contracts one by one. Performance advertising is a bidding model, that is, a large number of advertisers upload materials and give prices in the our system, usually the price is much lower than contract advertising, and advertisers pay more attention to conversion rate.
KanDian(看点) is a news platform in QQ, relying on advertising to monetize traffic.
Unlike brand advertising, which needs to be signed contracts one by one. Performance advertising is a bidding model, that is, a large number of advertisers upload materials and give prices in the our system, usually the price is much lower than contract advertising, and advertisers pay more attention to conversion rate.
KanDian(看点) is a news platform in QQ, relying on advertising to monetize traffic.
Unlike brand advertising, which needs to be signed contracts one by one. Performance advertising is a bidding model, that is, a large number of advertisers upload materials and give prices in the our system, usually the price is much lower than contract advertising, and advertisers pay more attention to conversion rate.
Challenge and Contribution
Challenge and Contribution
Challenge and Contribution
Bidding advertising revenue
= exposure (traffic) × click-through rate × click cost
Which is the highest click-through rate and the most profitable advertising formats?
I have used A/B testing and data-driven design to find the best ad formats and material to increase business income.
Bidding advertising revenue
= exposure (traffic) × click-through rate × click cost
Which is the highest click-through rate and the most profitable advertising formats?
I have used A/B testing and data-driven design to find the best ad formats and material to increase business income.
Bidding advertising revenue
= exposure (traffic) × click-through rate × click cost
Which is the highest click-through rate and the most profitable advertising formats?
I have used A/B testing and data-driven design to find the best ad formats and material to increase business income.
Case 01
Case 01
Case 01
Business background
The QQ introduces content and products provided by JD.com, and users will see highly relevant content when watching video streams.
Business background
The QQ introduces content and products provided by JD.com, and users will see highly relevant content when watching video streams.
Business background
The QQ introduces content and products provided by JD.com, and users will see highly relevant content when watching video streams.
Case 02
Case 02
Case 02
Business description
When users read free novels in QQ, there are a lot of advertisement cards mixed in, which lead to bad comments from users; therefore, the function of "watching video advertisements can be exempted from advertisement cards" is proposed. Minutes of reading, no ads will appear.Note: The income of the platform through video advertising is much greater than that of ordinary advertising cards
Business description
When users read free novels in QQ, there are a lot of advertisement cards mixed in, which lead to bad comments from users; therefore, the function of "watching video advertisements can be exempted from advertisement cards" is proposed. Minutes of reading, no ads will appear.Note: The income of the platform through video advertising is much greater than that of ordinary advertising cards
Business description
When users read free novels in QQ, there are a lot of advertisement cards mixed in, which lead to bad comments from users; therefore, the function of "watching video advertisements can be exempted from advertisement cards" is proposed. Minutes of reading, no ads will appear.Note: The income of the platform through video advertising is much greater than that of ordinary advertising cards
Besides UI permutations for experiments.
What else can be done?
Besides UI permutations for experiments.
What else can be done?
Besides UI permutations for experiments.
What else can be done?
How might we reduce disturbance to reading by the text itself？
Such as using fictional elements to "endorse" advertisements
How might we reduce disturbance to reading by the text itself？
Such as using fictional elements to "endorse" advertisements
How might we reduce disturbance to reading by the text itself？
Such as using fictional elements to "endorse" advertisements
Remember the note? “reward video ads can generate more revenue”
Remember the note? “reward video ads can generate more revenue”
Remember the note? “reward video ads can generate more revenue”
Then create more formates of reward video ads with psychological test questions to let users actively participate.
Then create more formates of reward video ads with psychological test questions to let users actively participate.
Then create more formates of reward video ads with psychological test questions to let users actively participate.
Want a deeper dive on how I approached this project?
Want a deeper dive on how I approached this project?
Want a deeper dive on how I approached this project?
Portfolio presentations are available upon request, drop me a line and I can guide you through how I work.
Portfolio presentations are available upon request, drop me a line and I can guide you through how I work.
Portfolio presentations are available upon request, drop me a line and I can guide you through how I work.