Summary of Why Are Big Tech Companies Battling over Newsfeed Advertisement?

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Why Are Big Tech Companies Battling over Newsfeed Advertisement? summary
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Newsfeed ads – like those sponsored posts in your Facebook feed – have become popular for advertisers because, compared with other forms of digital advertisement such as side-bar or banner ads, they are more visible to readers. Wang Leibai and Yan Hao, reporters at the tech media site 36Kr, take a look at the Chinese Internet companies that are rushing into the news feed advertisement business and sometimes create content for the sole purpose of sandwiching these ads. The article is a little short on practical advice, but getAbstract recommends it to social media professionals, advertising and public relations agencies, and digital marketing experts.

In this summary, you will learn

  • How China’s news feed advertisement market compares with that of the United States,
  • Which companies are in the game and
  • How these companies avoid that ads hurt the user experience.
 

About the Authors

Wang Leibai and Yan Hao are staff writers for 36Kr.com, a leading tech media site in China that reports on businesses and start-ups. Yan focuses on technology, media and telecommunications, while Wang writes about marketing and advertising.

 

Summary

Western media gave Chinese companies a taste of how effective news feed ads can be. A video ad Huawei placed in Twitter’s feed resulted in a user interaction rate that exceeded Huawei’s expectations and increased the number of Huawei’s Twitter followers by 3.5%. When Baidu advertised its photo-editing app Motu on Twitter, Baidu followers instantly increased by 27,000 – with an app download rate of 1%.

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