China Media Bilibili - Target Chinese Genz with Bilibili Advertising

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As more and more luxury brands find China’s GenZ has huge buying power, we at OctoPlus Media has received increasing number of requests to target the rich and young generation in China. As many of you may already know, Xiaohongshu (also known as RED) is definitely a good social ecommerce platform for this segment of audience with female skew. However, if your brands would like to reach the young audience in China, Bilibili is an exciting video community that you cannot miss.

What is Bilibili 哔哩哔哩?

Bilibili (Chinese: 哔哩哔哩) is currently the largest young people’s pop culture and entertainment community in China. Established in 2009, after 10 years of development, Bilibili has changed. In previous years, it was a sharing platform for social content such as Hatsune Miku and bangumi, now it is an online pop culture community that covers the anime, cartoon, games, music, painting, fashion, life, technology and other cultural elements loved by young people.

Bilibili PC home page

User Analysis of Bilibili

According to the official information of the Bilibili in 2019, Bilibili nowadays has extremely active young users, with high stickiness and loyalty of user.

The above image derives from the Performance Product Manual of Bilibili in 2019

Bilibili's_most_favorite_app_for_young_people_OctoPlus_Media

The above image derives from the Performance Product Manual of Bilibili in 2019

According to data released by QuestMobile TRUTH in October 2018, Bilibili is the most favorite App for young people under the age of 24 in China.

Media Features of Bilibili

Based on the powerful user community and the unique 2-D bullet-screen culture, Bilibili has now become the birthplace of the mature Z-generation’s (post-90/00) online pop culture.

The benign business model of Bilibili has also encouraged many excellent content creators. According to the official information of Bilibili, the number of active uploaders per month at Bilibili has reached 350,000, with a monthly contribution of 1.16 million and an average daily VV of 320 million.

Content Generator (KOL) On Bilibili

Advertising Characteristics of Bilibili

80% of users in Bilibili are young people aged 18 to 35, and they will become the user group with the highest consumption ability. Bilibili now has 7,000 core cultural circles and 2 million accurate user culture labels, which is beneficial for advertisers to perform fine advertising.

Core Advantages of Bilibili

High conversion

With the News Feed Ads on the homepage and Traffic Native Ads over the whole website;
Ultra-high conversion effect

Low cost

CPC bidding, CTR prediction and bid sorting;
PC resources are by CPM bidding;
Special CPT advertising space with competitive daily payment;
Exposure of monopoly GD advertising with guaranteed price and amount

Diverse industry solutions

Supports external connections, and download wakeup, etc.;
Supports entry of e-commerce and direct mail for a single product;
Supports entry of game and putting of downloads;
Supports product recommendation by the uploaders, and the conversion driven by fans

Full-dimensional orientation capability

Multi-dimensional orientation of demographics, networks, and equipment, etc.;
Orientation for the openness of more than 7000 popular interest circle;
Orientation for the openness of commercial interest;
Orientation for specified video keyword

Display of Advertising Resource

According to the habits of users, the advertising resources of Bilibili are mostly focused on APP, mainly with the following advertising resource space:

News Feed Ads

Small picture of News Feed: Picture + a title of 5-18 words + a short description of 2-10 words, and promotion of supported web link / application download / application wakeup;
Large picture of News Feed: Picture + a title of 5-18 words + a short description of 2-10 words, promotion of supported web link / application download / application wakeup;
Three pictures of News Feed: Pictures + a title of 5-18 words + a short description of 2-10 words, promotion of supported web link / application download / application wakeup;

News Feed Ads on the Playing Page

First recommendation place at the playing page: Picture + a title of 5-18 words + a short description of 2-10 words, promotion of supported web link / application download / application wakeup;
The advertising resources at PC-side are classified into two categories: the homepage in whole website and the playing page in whole website. Only promotion of web page link is supported at the PC-side, with the following resource spaces:

Bilibili Mobile App News Feed Ads

Bilibili_Whole_Page_Ads_Sources_OctoPlus_Media

Banner ads on the homepage of the whole website

Focus picture at the homepage: single picture, with web link supported
Focus picture for promotion: single picture, with web link supported
Focus picture at the right side: single picture, with web link supported
General banner at the homepage: single picture, with web link supported

Banner ads on the Playing Page

Focus picture at the right side: single picture, with web link supported
Banner: single picture, with web link supported

Bilibili playing page ads

Intelligent Bidding Method – oCPC

The oCPC intelligent bidding optimization strategy of Bilibili may increase conversion rate and reduce costs by intelligent adjustment of bids based on the accumulation of user profiling of Bilibili. At Bilibili, the average conversion rate of advertisers has increased by nearly 3 times (272%), and the average cost has decreased by 70%!

Bilibili overcomes the problems of difficult bids, control and optimization for advertising, by setting target conversion to perform data accumulation and intelligent optimization.

Bilibili Ads Bidding OCPC

What Industry is Bilibili Suitable for?

Gaming Industry

Education Industry

E-commerce

Mobile gaming industry has the same user group as Bilibili. The advertiser can set the landing page of ads as the download page of the game, which is highly effective in getting users to download the game and increase the number of users.

Bilibili is suitable for advertisers from the education industry too, such as language, design, IT, and games. A return of visit can be conducted via landing page questionnaire, phone or other contact information.

Gen-Z users have gradually become the main force of online shopping. For beauty, makeup, clothing, and electronic products, users can be guided to purchase them directly in the platform through the ads in Bilibili.

Contact OctoPlus Media if you would like to leverage this platform to boost your business in China. We can build a customized audience and communication strategy for you!

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Email bd@octoplusmedia.com