Tencent’s WeChat team has started offering video ads in its social networking section Moments with a minimum CPM of 180 yuan (US$27.7) for Beijing and Shanghai targeting.
WeChat Advertisements are ads in WeChat Moments, a social networking section on WeChat, based on geographic and demographic targeting. It is displayed on the fifth posts.
WeChat Moments ads can be used for branding, promoting Official Accounts and mobile apps. Targeting options include geo-targeting, demographic targeting, device targeting, and interests targeting. Real-time reporting is available in the backend system.
Depending on the targeting cities, CPM varies from 50 yuan to 150 yuan (US$23) with Shanghai and Beijing the most expensive (150 yuan/CPM), followed by 20 top cities (100 yuan/CPM) and other. Video ads are recently made available in Moments with extra 20% on top of the existing CPM pricing.
The fixed CPM pricing requires pre-booking, 5 days to 28 days in advance, and a minimum budget of 50,000 yuan. Real-time bidding is also available from 30 yuan/CPM requiring a minimum spend of 1,000 yuan per day.
Different levels of budget get different levels of support. If you just meet the minimum budget requirement, you can only publish one photo under the text and photo ad format while those with at least 5 million yuan budget can publish 9 photos.
You can get a free WeChat online marketing guide here (registration required).
BMW Video Ads on WeChat Moments
You can scan the QR code below to see details of this BMW campaign:
Also read: WeChat Marketing Insights 2015