Last week (2022.9.19-2022.9.23), the SW Media sector index fell 4.26%, Shanghai Composite Index fell 1.22%, Hang Seng Technology Index fell 6.97%, Hang Seng China Enterprise Index fell 4.77%, Hang Seng Index fell 4.42%, Nasdaq China Technology Stocks Index fell 4.86%.
Key event tracking:
[2022 WeChat Advertising Ecological Partner Conference was held] On September 22, WeChat held the 2022 WeChat Advertising Ecological Partner Conference, introducing the annual innovative products and upgrade services of WeChat advertising.
Optimize the programmatic advertising component form of the public account to attract more brand owners to join. According to the conference, the share of public account creators in the past year exceeded 3 billion, and a total of more than 300,000 public account creators have opened traffic. There are three types of monetization modes for public accounts: selection of public accounts, rebate products, and programmatic advertising. In 2022, programmatic advertising will help creators achieve continuous increase in revenue through component form optimization and settlement efficiency improvement; rebate products will be upgraded around the three aspects of goods, content and experience to improve the efficiency of monetization of goods; public accounts will select and improve the account information system and expand cooperation models, bringing more commercial cooperation opportunities to creators. We believe that official accounts are the largest monetization source of WeChat advertisements. This year, the official official of the official account has adopted measures such as optimizing the form of programmatic advertising components, which will help attract more brand owners to settle in and enhance the value of advertising locations.
Video No. ecology has grown rapidly, and commercialization is in its infancy. According to the conference, in the second quarter of 2022, the total user usage time of video account exceeded 80% of the total user usage time of friends circle, and the total video playback volume of video account increased by more than 200% year-on-year; compared with August last year, the budget of short video experts in video account increased by more than 700% year-on-year. In 2022, the official video account will gradually enrich the monetization model: iterate the short video video account mutual selection platform, launch the video account small task products in August, and plan to launch the video account live broadcast mutual selection model in the fourth quarter. We believe that the official platform actively enriches and improves commercial monetization products, which will help attract more short video experts to join the video account; although the commercialization of video account is still in its infancy, with the accumulation of commercial data, video account is expected to become an important source of income for the WeChat ecosystem.
mini program has added a cover advertising component, and the monetization scale in the second quarter returns to the growth channel. According to the conference, due to changes in the external environment and the shrinking of advertisers' budget, the scale of mini-program advertising monetization continued to decline in the fourth quarter of last year and the first quarter of this year, returning to the growth channel in the second quarter, with a month-on-month increase of more than 10%, and the number of traffic mains increased by more than 30% year-on-year. In the past year, the official mini program has added a cover advertising component, launched smart hosting products, and introduced service provider hosting solutions. Among them, compared with last year, the activation rate of the cover advertising component among the main mini program traffic increased by 40%, which has become the most mainstream advertising component of the current mini program, and the average revenue of the main traffic traffic increased by nearly 30%. We believe that the mini program cover advertisement has expanded the number of WeChat ecological advertising points, driving the scale of mini program advertising monetization to achieve rapid growth.
expands the traffic pool for buying small games, driving the steady growth of the commercial scale of small games. According to the conference, in the past year, the monetization scale of WeChat mini-game advertising has increased by 11% year-on-year, and the buying volume has increased by 35% year-on-year; the number of mini-games with monthly turnover exceeding 10 million has increased by 70% year-on-year. In the first half of 2022, the main official measures of mini games are: expanding the traffic of the entire domain of Tencent advertising, such as Tencent News, Tencent Video, QQ browser , etc., all support the purchase of mini games; open up the WeChat ecosystem and expose more information flow scenarios, such as subscription account list and video account information flow; upgrade the commercial toolbox and launch the professional version of mini games. We believe that the official mini-games continues to expand the number of small and large-scale games to help products operate in a long-term manner, which is expected to drive the WeChat ecosystem to incubate more high-quality mini-games and achieve steady growth in the commercial scale of small games.
other key trends in the industry:
1 gamma data : In August, the actual sales revenue of the Chinese game market was 20.007 billion yuan, a month-on-month decrease of 3.85%;
Tencent denied that it was considering selling Didi and Meituan equity;
Youku released 2023 film orders;
JD Express has been connected to Douyin e-commerce "Yinhuda" service.
Risk warning: changes in regulatory policies, sharp fluctuations in the macro economy, industry growth rate is lower than expected, and repeated epidemics have had an impact on sub-industry, etc.
