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Newsfeed Advertisement is the Cash Cow China's Big Tech Companies are All Fighting Over
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Newsfeed Advertisement is the Cash Cow China's Big Tech Companies are All Fighting Over

Wang Leibai and Yan Hao
36Kr, 2017
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Recommendation

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.

Take-Aways

  • Internet companies create content to attract users and sell digital display ads to make money.
  • Ads in news feeds are the most effective form of digital advertisement, and in China, news feed advertisement is overtaking side-bar and banner ads.
  • The two most common types of news feeds are user-generated feeds (Facebook, Weibo and WeChat) and professionally generated feeds (Toutiao and many news apps).

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.

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