The 2021 OPPO Advertising Alliance Summit was successfully held丨Embrace the alliance’s new ecology and create an integrated growth platform

On May 20, the 2021 OPPO Advertising Alliance Summit was successfully held in Beijing. With the theme of "Together, Renewing Growth", this summit shared OPPO's rethinking of the advertising alliance business with all developers present, and brought about the first brand refresh, product and service capability upgrades, and also released " "Developer Watch Plan", join hands with industry leaders to look forward to the future of the alliance, and open up unlimited possibilities for growth.

At the same time, the summit also specially invited Hou Siyu, VP of Kinetic Wireless, Liu Xu, programmatic advertising director of Mango TV, Sun Meixin, general manager of Moji Weather Effect Marketing, and Bai Xiang, CEO of Guangzhou Jinke, to introduce the mutual integration of all things. A new era of alliance partners.

Continue to focus on user experience and embrace the new alliance ecology

According to Cody, general manager of OPPO Internet Business Platform, OPPO advertising alliance business is a collection of business ecology and developer ecology, relying on high-quality The software and hardware capabilities provide developers with alliance services. Since its establishment in 2017, the OPPO Advertising Alliance has continuously made breakthroughs during its development and has established connections with tens of thousands of developers to jointly create a win-win and sustainable service ecosystem.

OPPO Advertising Alliance once again thought about the nature of its business. On the basis of focusing on user experience, we use a "duty" and "altruistic" attitude to benefit partners and jointly provide user value in an "open business" approach. The business development has begun to take shape, with the share amount increased tenfold compared to 2017, the number of cooperative media exceeds 12,000, the alliance DAU coverage exceeds 200 million, and the alliance's daily requests exceed 5 billion.

In the era of the integration of all things, terminal media is rapidly rising, and the entrance to the commercial field, scenarios and user habits have all changed, which has brought new development opportunities to advertising alliances. In this context, the advertising alliance aims to achieve the ultimate user experience through platform upgrades and service model innovations, and works with developers to build a healthy and long-lasting alliance ecosystem.

The first brand refresh, four core advantages create an integrated growth platform

Relying on rethinking its own positioning, Chen Boxian, senior director of OPPO Internet Advertising Alliance Business, released a new brand at the summit alliance brand. The OPPO Advertising Alliance after brand renewal will serve as an integrated growth platform, relying on its four core advantages of efficient traffic monetization, stable user growth, long-lasting ecological health, and deep service support to provide developers with professional and high-quality commercial solutions while developing We will continue to explore in terms of developer monetization and empowerment, serving the purpose of building a healthy and prosperous developer ecosystem.

Chen Boxian said that in the future, OPPO Advertising Alliance will continue to base on the differentiated advantages of terminal media and use the concept of sustainable development to help developers achieve a closed business loop of user growth + traffic monetization, and help developers achieve all-round increase.

Build a product growth engine, and the three cores comprehensively escorted "growth"

After the brand refresh, the OPPO Advertising Alliance further deepened the integration of data capabilities and technical capabilities to build commercial product growth. The engine relies on the three cores of efficient monetization, user growth, and ecological health to protect the "growth" of partners in all aspects.

In terms of efficient monetization, OPPO Advertising Alliance aggregates game APPs, mini games, applications, quick applications and H5 developers of various types. The composite traffic matrix combines rich styles to cover various scenarios, and can comprehensively cover multiple A demand for realization. At the same time, SDK access is more convenient, stable and rich, consistent with the user experience standards of the terminal system. In addition, OPPO Advertising Alliance has established a complete data-empowered attribution system. This system is based on data, provides reliable basis for algorithm models, and uses big data capabilities to analyze and track traffic data to achieve more accurate conversion attribution. , so that the realization effect can be evidence-based.

In terms of user growth, the OPPO Advertising Alliance tracks the monetized income throughout the user life cycle, thereby helping developers provide more stable user value. At the same time, through OS-level system capabilities to gain in-depth insights into user behavior, OPPO is able to break data silos and connect user behavior data in all scenarios of terminal devices, allowing the data to form a more vivid "person". Combined with accurate recommendation algorithms, OPPO can effectively distribute data in multiple distribution scenarios. Gain volume and accumulate more users.

Finally, in terms of ecological health, it further reflects the important concept of OPPO advertising alliance and focusing on user experience. The OPPO Advertising Alliance adheres to the principles of friendliness, clarity and responsibility, and improves the user experience in the monetization process through a combination of multi-dimensional review mechanisms and traffic monitoring. At the same time, we use strict standards to improve advertising quality, use the traffic purification mechanism as the basis, and combine multi-dimensional strategies to protect user experience, thereby building a healthy traffic ecosystem and building a quality alliance traffic platform to allow excellent traffic to stand out.

Create a refined service model and use strategic support to improve monetization capabilities

With the rapid development of the mobile era, the fading of the demographic dividend and the advent of the stock era have made developers face difficulties for users. There are many problems such as long-term retention, high operating costs, poor user experience, and low advertising monetization ceiling.

In order to further achieve growth, the OPPO Advertising Alliance deeply analyzes the difficulties encountered by developers in monetizing growth, and provides more targeted solutions based on planned support.

By building a full-link operation matrix, OPPO Advertising Alliance covers a variety of tools into users’ entire product journey, amplifying the value of advertising display and creating a more native connection with users. In addition, through capabilities such as scenarios, tags, and data, OPPO has also built a differentiated growth matrix and dual business and user growth engines to help developers achieve long-term development.

Take the gaming industry as an example. The OPPO Advertising Alliance has launched the "Pilot Plan" to provide flexible incentive policies for IAA games and continue to help IAA games achieve large-scale growth.

According to OPPO Internet Alliance Business Director Wang Yida, the "Pilot Plan" is open to all hyper-casual game developers, and adopts a monthly incentive support mechanism to match the investment amount to the incentive share ratio, while meeting the needs of a single game or Combined incentive policies. The OPPO Advertising Alliance plans to distribute 500 million in incentive funds in 2021, with a maximum share ratio of up to 300%, and the target number of supported games is expected to exceed 2,000.

Finally, Wang Yida also mentioned that OPPO has created a complete developer growth system to empower developers to complete the closed loop of growth more efficiently through industry insights, delivery courses and the latest user trend reports. .

The first "Developer Watch Plan" to support commercial growth in an all-round way

OPPO Advertising Alliance officially released the "Developer Watch Plan" at this summit, through multiple rights, Services and strategies help developers grow worry-free in an all-round way.

In terms of rights and interests, the OPPO Advertising Alliance will give developers access to more terminal resources, advertising resources and system capabilities, covering scenarios, traffic and technical fields, and comprehensively combine OPPO’s marketing terminal media advantages to provide developers with Provide multi-terminal and cross-scenario commercial services.

In terms of services, OPPO Advertising Alliance adopts a 7*24-hour professional service model, combined with a refined KA service system and a developer growth empowerment platform, to build a complete developer service matrix and continue to provide developers with Provide professional and considerate services.

Build an alliance ecosystem with developers and look forward to a sustainable future

In the roundtable with the theme of "Enter a new era of alliance partners under the interoperability of all things" as the theme On the forum, Hou Siyu, VP of Kinetic Wireless, Liu Xu, Programmatic Advertising Director of Mango TV, Sun Meixin, General Manager of Moji Weather Effect Marketing, and Bai Xiang, CEO of Guangzhou Jinke, discussed in depth the pain points of the industry in terms of user growth and commercial monetization, and how terminal media will influence the future Analyze and summarize the impact of the alliance ecology, and jointly look forward to the future of sustainable development.

Hou Siyu, VP of Kinetic Wireless: "In the advertising industry, how to understand user needs is a very important proposition. The terminal media has a more comprehensive understanding of users. I hope to work with OPPO to achieve greater user growth in the future. More breakthroughs."

Mango TV programmatic advertising director Liu Xu: "Terminal media has unique advantages in multi-terminal and cross-scenarios. We will have more in-depth cooperation with OPPO on content and look forward to realizing it. Users and monetization are growing simultaneously.”

Sun Meixin, General Manager of Moji Weather Effect Marketing: “A very important element of the alliance ecology is openness. We hope to work with alliance partners in more scenarios and interactive forms in the future. There will be innovative cooperation.”

Guangzhou Jinke CEO Bai Xiang: “We have entered the stock market and need to continue to reach users through new scenarios and system-level capabilities, and the terminal is the media closest to the user. One, there will be more value to be tapped in the future.”

At the end of the summit, the OPPO Advertising Alliance issued awards for the most innovative partners, the most potential partners, and the most valuable partners. He also stated that he will always adhere to an open and win-win attitude of cooperation, continue to pay attention to and explore the pain points of developers' business growth, and help developers achieve commercial growth with better product solutions and services, and greater support plans.

In the future, OPPO Advertising Alliance will always put user experience first and healthy ecology as the basis. The system will achieve dual empowerment of monetization and growth, continue to explore in terms of monetization and empowerment of developers, and serve to build health and prosperity. developer ecosystem.