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1、REACHING CHINAS VIDEO CROWD WITH THE POWEROF BILIBILI.The YouTube of CFun facts about Bilibili The GenZ community hub:Bilibili user profiles&demographics0304Promoting your apps or brands on BilibiliAdvertising on Bilibili:step-by-step guide0506Bilibilis benefits in a nutshellHow we can help0708What

2、is Bilibili?Key facts&stats0201What is Bilibili?Bilibili is one of Chinas hottest emerging video platforms.Having almost tripled its audience in the last couple of years,Bilibili is now an entertainment power house that has expanded outside its ACG(anime,comics,games)roots to include support for e-c

3、ommerce,technology,and lifestyle content.Bilibilis focus on user generated content,along with innovative features like bullet comments,make it one of the most used video apps by Chinas youth today.Thanks to its similar users,features,and functionality,some say that Bilibili is the YouTube of China.B

4、ilibili is in a unique position on the Chinese market,as its backed by both Alibaba and Tencent(7.2%and 13.3%of shares,respectively),as well as Japanese giant Sony(4.98%).01WHAT IS BILIBILI?01Total MAUs172.4million(70%year-on-year growth)Mobile MAUs156.4million(77%year-on-year growth)Net Revenue$327

5、million(69%year-on-year growth)DAUs 50.8million(69%year-on-year growth)Monthly Paying Users13.4million(134%year-on-year growth)minutes87average daily time spent on the app02Mobile vs.Desktop user distribution:88%12%Key facts&statsBilibili has shown incredible growth over the past few years.Lets look

6、 at some of their most recent numbers from their Q1 2020 financial results:KEY FACTS&STATS021.USERS HAVE TO COMPLETE A TEST ON BILIBILI BEFORE BECOMING OFFICIAL MEMBERS&POSTING“BULLET COMMENTS”.There are a total of 100 questions to answer on this test and scoring 60 points or above allows users to b

7、ecome official Bilibili members.The questions are mostly about“commenting etiquette”.By Q4 2019,there were 68 million official users on the platform.This is also the most active user segment on Bilibili,with a retention rate of over 80%(in the 12th month since they became official members).03FUN FAC

8、TS ABOUT BILIBILI032.BILIBILI DOESNT HAVE IN-VIDEO ADS,WHICH IS COMPLETELY DIFFERENT FROM YOUTUBEUnlike TrueView ads on Youtube,Bilibili only shows in-feed ads,which are natively presented to users based on its algorithm,targeting different interest groups.No ads043.ENTERTAINMENT,LIFESTYLE,GAME,ANIM

9、E AND TECHNOLOGY ARE THE TOP 5 CONTENT CATEGORIES.Ranking of the content of BilibiliPop CultureCelebrityEntertainmentLifestyleGameAnimeTechnologyE-SportsMobile GamesPetsFoodieNO.1NO.2NO.3NO.4NO.5CosplayDomestic AnimeScienceElectronics05THE GENZ COMMUNITY HUB:BILIBILI USER PROFILES&DEMOGRAPHICS0406Ge

10、nZ actually contributes to 59%of Chinas online entertainment market and is predicted to get to 66%over the next couple of years.Bilibili positioned itself as a Generation Z platform and almost 80%of its users are from this age group.Male/Female ratio:48%52%90%of users are younger than 25average user

11、 age is 2190%07Most Bilibili users come from tier 1&2 cities60%+Tier 1&2 citiesThe most popular app among users aged 24 and below.The numbers below indicate the TGI(Target Group Index)of app preferences among users below age 24.Bilibili247.522520DouyinYoudaoKuaishouImgo tvB612N

12、etease MusicFaceuPituBaidu CloudBilibili is loved by young people0824What kind of ad formats can you use on Bilibili to reach your ideal audience and get the best returns?Before we dive in,keep in mind that almost 90%users access the platform from mobile.Another thing to note is that Bilibili offers

13、 auction-based ads.PROMOTING YOUR APPS OR BRANDS ON BILIBILI0509BILIBILI MOBILE AD FORMATS1.News feed banner ads These are static image ads and come in three different types:2.Video Page banner adsThese ads are located under the video itself,above the next relevant videos that users can play.Each of

14、 these ads includes a title(518 words),short description(210 words)and link(landing page,app download,or app wakeup).Small ImageLarge ImageImage Set(3 Images)Each of these ads includes a title(518 words),short description(210 words)and link(landing page,app download,or app wakeup).Small Image10BILIB

15、ILI WEBSITE AD FORMATS1.Homepage banner adsThese ads come in four different sizes,depending on their location on the homepage.In terms of format,these ads are static images with links to your designated landing page.2.Video Page banner adsThese ads are located on the right side of the video itself,a

16、bove the next relevant videos that users can play.Format-wise,these ads come as static images with links to your designated landing page.Focus mapSite-wide homepage Play pageFocus mapRight focus mapRight focus mapHurdleHurdle11Think of Bilibili as the YouTube of China,with a better ad experienceBili

17、bilis focus on user-generated content resulted in extremely high engagement and user stickiness levelsThanks to Bilibilis strong user communities,advertisers have an easier time finding their target audiencesBilibili is a lucrative platform for gaming,e-commerce,and lifestyle advertisersBilibilis be

18、nefits in a nutshell0612BILIBILIS BENEFITS IN A NUTSHELLOur unparalleled knowledge of Chinas mobile ecosystem,combined with our industry-leading ad creatives and our reliable localization services,have made us the first choice for many advertisers looking to achieve success in China.ADVERTISING ON B

19、ILIBILISTEP-BY-STEP GUIDE0713Nativex is the core agency of Bilibili,which means that by working with us you get instant access to some exclusive benefits.NATIVEX CAN HELP YOU GET STARTED-QUICK SET UP,NO HASSLELocalized creativesGet creatives that speak to your audience-always up to date with the hot

20、test social and cultural topics,made to contain the right local buzzwords.Plus,well get locally-relevant actors for your video ads to maximize engagement.1Early access to new featuresBe the first to try new marketing features the moment they go live on the platform.2Cross-media management powered by

21、 the Nativex Trading DeskRunning campaigns on multiple media channels?The Nativex Trading Desk has detailed reporting functionality split by ad format,creative used,app,and more-all in one place.3Exclusive Bilibili insights and analysis based on your verticalsDepending on the vertical you are in,you

22、 will gain access to exclusive reports,all based on our extensive experience working on Bilibili-based campaigns.4Tailor-made algorithm set to meet your KPIsCustom-built algorithm offered by Bilibili,designed for flexibility around your KPIs.514Weve interviewed some of the platforms core users,and a

23、ccording to them,good user experience was one of the key aspects that differentiates Bilibili from its competition.HOW WE CAN HELPA STEP-BY-STEP GUIDE0815Requires a set of predetermined documents,but the process and application time can be substantially quicker if you use a certified agency such as

24、Nativex.The quality of your ad creatives is key to your campaigns success.For optimal results,you will need multiple sets of creatives to ensure campaign effectiveness over time.Start producing ad creativesProfit:Thats it,youre ready to go!You need to top up your advertiser account with CNY currency

25、 via locally accepted payment methods.Top up your ad accountMedia buying experts suggest having a cost-effective test budget before launching the actual campaign,to test out different elements like creatives,targeting criteria,and more.Do a test runApply for an advertiser accountStep 1Step 2Step 3St

26、ep 4Step 5KEY STEPS TO TAKE16Over 100 designers,animators,script writers,videographers and developers working together to create some of the best ad experiences available on the market:Talented Creative TeamsExperienced Media Buying TeamsOUR TEAMS&PROCESSES-Creative Studio-Graphic Design-Video Produ

27、ction-3D Video Design-Mobile games-Ecommerce-Utilities-Online education-Fintech-Consumer goodsOur experts cover 6 of the largest verticals in the Chinese mobile market:17OUR WORKFLOW-Collecting required paperwork-Ad account application-Account top up-Analysis report by product and target audience-Me

28、dia mix strategy-Budget allocation based on an optimized ROI modelPrep work(done as quickly as one week)-Ad creatives production-Test runs with multiple sets of creatives-Comprehensive post-testing strategy reportCampaign test run(one week of testing recommended)02Select the best performing sets of

29、creatives and run adsLive campaign deployment-Algorithm optimization-New creatives productionIn-depth optimization(frequency:monthly/quarterly/yearly)Access detailed reporting that is tailored to your ROIDetailed campaign reports(API-powered customized reporting functionality)0103040518https:/TOUTIA

30、OGET MORE OUT OF OUR XPLORECHINA EBOOKS:19Coming SoonComing Soonhttps:/ DOUYINS POWER TO ACHIEVE SUCCESS IN CHINA 2020 EditionA LOOK INTOCHINAS EMERGING CONSUMER MARKET&The 4 Key Media to Reach This AComing SoonComing Soon20TAKE YOUR CAMPAIGNS TO THE NEXT LEVEL WITHOur XploreChina solution is design

31、ed to help advertisers achieve sustainable growth in the worlds largest mobile ecosystem.At Nativex,our mission is to enable visible returns and our XploreChina initiative,combined with our unmatched understanding of the mobile landscape in China,means your advertising efforts are in good hands.Nativex is the certified partner with key media giants in China and core agency with Bytedance and Kuaishou.Get in touch with the Nativex team today.Lets get your campaigns the ROI boost they deserve!OthersCore Agency and Strategic Partnerof the Most Popular Media in ChinaLearn More at:https:/