Friends Circle Advertising Is Hard To Shut Down Behind: Tencent Can Not Bear To Give Up Hundreds Of Millions Of Social Advertising "Cake"

WeChat friends circle advertising difficult to shut off, has become the hearts of many users of the pain.

In March 25th, the economic report reporters in twenty-first Century reported that many users told reporters that the advertising button in WeChat's friend circle was hidden. It took 14 steps to close it down. Moreover, such a closed path can last for only six months, and the closure is only a personalized recommendation function.

In other words, users can still receive ordinary display advertisements after doing related operations.

In addition to the difficulty of closing, what are the "slot points" of Tencent advertising? Reporters learned that not only WeChat, but also a large number of advertisements on the QQ page. And compared with WeChat, QQ advertising is more uneven and the title party, some users told reporters that it was too much.

In addition, the personalized advertising service of Tencent is based on a large number of user information collection. Users in the Tencent social software every move, almost will be displayed as an advertiser reference. To a certain extent, forcing users to accept advertising service before setting up a closed closed button - collecting large amounts of user information - providing advertisers with advertising decisions - forming advertising revenue has become a closed loop of Tencent social advertising and even a lot of social software advertisements on the market.

An advertisement that can not be shut down

Earlier, in twenty-first Century, the economic report pointed out that the advertising of WeChat's friends circle was hard to close. The advertising of WeChat's circle of friends is information flow advertising, based on WeChat ecosystem, with the original content of similar friends circle in the user's circle of friends to display the original advertisement.

So, besides WeChat, what about the other advertisements of Tencent?

"The advertising of WeChat's friends circle is acceptable, because the frequency of advertising promotion in friends circle is not too high, but also beautiful." User Zhang Hao told the twenty-first Century economic news reporter, "but I really can't stand the ads on QQ."

He told reporters that the reason why QQ space could not be advertised was that the content and quality of advertisements were uneven. For example, there is a dating APP, and the slogan is "if you dare to ask me, I dare to come out"; there is also a novel recommendation, which is "mammy justice, punish the president's daddy, and turn him around one billion".

Zhang Hao bluntly, because it is difficult to accept these ads annoyance, now they do not see much QQ space.

Twenty-first Century economic news reporter tried to open the QQ space, followed by a short video promotion automatic play, the title is "inventory of those female stars are cheap, Qin's hand is two slap."

It is understood that one of the ways to clean up QQ advertisements is to "recharge into QQ members", but it is not thorough. QQ members have "functional privileges", which can filter advertisements. The scope of filtering advertisements includes QQ chat "right side of the window, left bottom corner"; when QQ is online, the "lower right corner tips" business advertisement; "QQ weather forecast below" business advertisement. It can be seen that advertising in QQ space is not in the scope of advertising filtering.

Whether WeChat or QQ, its advertising can not be completely closed, is undoubtedly the consideration of business interests behind. WeChat, with its powerful traffic chassis, has attracted the attention of businesses with commodity promotion needs. According to Guoxin Securities analyst Wang Xueheng estimates, in 2019, the circle of friends advertising revenue is about 32 billion yuan -340 billion yuan. UBS Securities predicts that China's information flow advertising will usher in explosive growth, which will increase by about 50% in two years and reach 275 billion yuan by 2020.

From the Tencent earnings report, its advertising revenue is not as good as the game in revenue, but it is also the top three in the share of revenue. Social advertising is the backbone of Tencent advertising development in the future.

According to the latest financial results, Tencent's advertising revenue in the fourth quarter of 2019 was 20 billion 225 million yuan, up 19% over the same period last year. Among them, social and other advertising revenue increased by 37% to 16 billion 274 million yuan, while media advertising revenue fell 24% to 3 billion 951 million yuan. From the whole year, the income of online advertising business grew 18% to 68 billion 377 million yuan over the same period. Among them, social and other advertising revenue increased 33% to 52 billion 897 million yuan. Media advertising revenue fell 15% to 15 billion 480 million yuan.

Tencent pointed out that the growth of social advertising is mainly driven by the circle of friends and WeChat's small program advertising. Social advertising has taken up most of the revenue of online advertising business. Anxin International believes that in terms of advertising business, Tencent's annual revenue in 2020 will grow by 20% over the same period, of which social advertising is growing healthily.

Disadvantaged users

On the one hand, it is difficult for Tencent advertising to be completely shut down. On the other hand, Tencent has also collected a great deal of user information in the process of personalized advertising service, though users may not be willing to.

According to WeChat personalized service related presentation, in order to personalize display, WeChat will collect information on users' registration and application, and interact with advertisers such as attention, praise, commentary and other behavioral information. Tencent will also classify users according to the collected information to help advertisers conduct the most effective user advertising display.

In fact, the user's operation on WeChat will be recorded. In addition to basic information such as location service and voice content, WeChat will collect user's search record, reading record, visiting time, comment interaction, forwarding sharing and collecting behavior while searching, watching and video frequency functions.

"Personalized advertising of friends circle is hard to close, and we also record all the operations we use WeChat. We are running naked on the Internet," Zhang Hao told reporters. "But office and life services need to use WeChat, and feel very powerless."

Hu Gang, Deputy Secretary General of the China Internet association law and Industry Commission and lawyer of China Association for consumer protection, pointed out that enterprises should firmly implement the principles of legality, legitimacy and necessity, especially the principle of minimization of ideas, based on the use of personal information.

"In the future, we should not encourage users to choose one time registration or one-time authorization when choosing the right permissions for mobile phones, user permissions and information permissions, but should be the most basic services authorized." Hu Gang pointed out that only when consumers need to turn on a specific function, can this function be opened individually. The rest of the time should be automatically shut down. This is the correct attitude of the operator who regards the user as a dignified person.

At the same time, Hu said that from the legislative point of view, the state is accelerating the formulation of personal information protection law. "I believe that personal information protection should be in accordance with international practice, there must be a dedicated body, rather than a few departments joint action, joint action shows that this responsibility is unclear. Secondly, we must have a clear standard of minimum civil compensation.

In addition, Hu also stressed that there should be a brief and popular introduction of the agreement to users, involving the services provided, the benefits and risks to consumers, the responsibility after the problem, and so on. "These information should not be submerged in the tedious articles of thousands of words".

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