In the early days, bilibili was a video site for ACG (animation, comics, games) content creation and sharing. After more than ten years of development, it has built an ecosystem that continuously generates high-quality content around users, creators and content. Station B has covered more than 7,000 multicultural communities of interest circles, and has won the “QuestMobile Research Institute” award. Ranked No. 1 in the two lists of “Generation Z Prefers APP” and “Generation Z Prefers Pan-entertainment APP” and was included in the “BrandZ” report 2019 Top 100 Most Valuable Chinese Brands.

Huge number of users

As of Q3 2020, Bilibili had 197 million monthly active users, and exceeded 200 million for the first time in August, tripling the number four years ago. At present, the average monthly active users of station B reach 237 million, of which users aged 18-35 account for 78%. According to the China Internet Statistics Report, this means that among the more than 300 million young people in China, one out of every two is a Bilibili user.

bilibili date

Platform advantages

Bilibili has the highest quality and intelligent original forces and audience users. They have created and selected the content direction of Bilibili, which is the fundamental reason why Bilibili still maintains its youthful vitality. From the circle culture to the bullet screen culture, station B has a unique and inclusive community atmosphere, which is an important reason why users and users, and users and platforms have always “souled”. Station B is very attractive, advertisers love young people, UP masters can create commercial content that users like, and users are willing to pay for what they like.

Bilibili advertising form

Bilibili has various forms of advertisements, such as screen opening, information flow advertisements, etc., and advertisements can also be implanted through UP masters.

Introduction to Bidding Advertising on bilibili: Information Flow Advertising

Combining the advantages of the platform, Station B has developed an information flow advertising system suitable for Station B. The information flow advertisement of station B will be displayed on the mobile terminal of station B, and displayed in the form of graphics and text. The advertisement is charged according to the click, and the bidding mode is implemented. The actual click price is charged according to the actual bid of the user.

The advertisements on the PC side of station B are graphic advertisements. The advertising platform of Station B is a programmatic advertising buying and placing platform, which supports users to place and manage advertisements independently. The tariff is flexible. Users can control and adjust in real time according to the effect of advertisements, so as to obtain better return on investment.

Bilibili

It is a form of advertising that is placed and managed by users independently, and paid according to the advertising effect. The flexible billing and management methods enable customers to independently control the placement of advertisements and improve the return on investment more effectively.
Display form: graphic
Display position: mobile terminal recommendation bit information flow
Payment method: Pay by CPC, that is, pay per click

Bidding and advertising display mechanism for advertisement placement on bilibili.

1. CPC quotes and CTR calculations for multiple advertisements in the same location show ranking.
2. Rank = CPC Quote * CTR.

The advertising deduction mechanism of B station advertisement placement quotation.

1. After the user clicks on the advertisement, the fee will be deducted from the user account in real time.
2. The deducted price is based on the actual quotation of the user.

CPC version:

1. When delivering CPC, you need to select the bidding method at the plan level: CPC.
2. After the new CPC plan, configure the location and direction (up to 2 directions are supported) and tender units.
3. The base price of the quotation is currently 1 yuan; when the quotation is too low or the click rate is too low, the display price (eCPM) below 1000 yuan will not be able to display its creativity.

UP main advertising

Business owners can choose to cooperate with UP main players that match the product, and use their influence on the Bilibili platform to directly reach the fan group behind them on the one hand, and do in-depth brand marketing on the other hand. Continuous information dissemination and fan accumulation to achieve the purpose of publicity and advertising exposure.

Attached:

1. Display style:
Mobile – Information Flow – Thumbnail (New) 640 * 400
Mobile – big picture of information flow 1020 * 300
Mobile – information flow group diagram 400 * 300
Mobile-play page recommended position first 640 * 400
PC-Play Page-Balloon 2558*212
PC-full site homepage-broadcast 2320 * 192
PC-first screen banner 2320 * 192

2. Orientation:
Crowd orientation, age, gender
Geographical orientation, core cities, key cities, other provinces and cities, overseas regions
Channel orientation, music, dance, life, technology, drama, animation, entertainment, fashion, ghost animals, movies, TV series
Scene orientation, equipment, network environment

3. Display mechanism:
Multiple ads in the same position calculate the display position based on CPC bid and CTR
Impression position = CPC bid * estimated CTR

4. Deduction mechanism:
After the user clicks on the advertisement, the fee will be deducted from the user’s account in real time
The deduction price is based on the actual bidding price of the user
eg: When performing CPC delivery, you need to select the bidding method at the plan level: CPC
After creating a new CPC plan, configure the location, targeting (up to 2 targeting), bids in the delivery unit
The bottom price of the bid is currently configured as 0.5 yuan; when the bid is too low or the click-through rate is too low and the previous display price (eCPM) is less than 5 yuan, the creative will not be displayed.

5. Account structure:
Advertising Plan – Advertising Unit – Advertising Creativity

Account setup process

create advertising plan → create ad unit → upload creative material → review material (commercial operation) → launch online → view data report
1. Create a new promotion plan
Fill in the plan name, promotion purpose, delivery method and daily budget;
2. New promotion unit
01. Fill in the unit name and select the display location
02. Set the orientation method
03. Set promotion period
04. Set your budget and bids
3. Create new ideas
01. Upload material, fill in creative title and description
02. Fill in the landing page link and creative label
With industry restrictions:
1. Prohibition of cooperative industries

01. High-risk prohibited category
A. Medical categories: prescription drugs; medical institutions (excluding dental and pet medical care); medical
Equipment (excluding contact lenses, beauty equipment); medical disinfection products
B. Financial category: loan, pawn
C, real estate development, construction advertising;
D. Merchants and other commodities or services with expected return on investment
E. Agriculture, forestry, animal husbandry and fishery
F. Fireworks, funerals, religious supplies
G. Certificate engraving, lock repair and unlock
H, massage; KTV, bar entertainment (excluding formal KTV)
I. Chess and Mahjong (excluding chess leisure games)
J. Consulting websites or apps with political leanings

02. Competitive prohibition
A. Mobile games
The above types of advertisements are prohibited business scopes

2. Restriction of cooperative industries
01. Risk restriction category (only after the customer’s safety has been confirmed by the evaluation)
A. Financial category: pure bookkeeping instruments; bank/credit card; insurance; stocks; funds; futures and foreign exchange; securities; precious metals; trust; financial leasing; auto finance; third-party payment
B. Medical categories: OTC drugs; beauty contact lenses, contact lenses, beauty equipment; dental care; pet care
C. Ordinary beauty (life beauty)
D. Health food advertisements
E. Adult products
F. Liquor advertisements
02. Competitive restricted category (non-absolutely competitive customers, only limited competitive categories)
A. Animation category: animation website, animation peripheral products (such as figures), comic exhibition ticketing
The above types of advertisements limit the scope of cooperative business, and risk assessment is required for placement.