With the mutual selection mechanism, advertisers can select appropriate WeChat publishers on Official Accounts to reach broader user base based on marketing needs, user experience, and content quality.
Publishers can either insert an ad card at the end of their official accounts articles or provide custom made ads experience.
- Advertisers create a campaign
- Publishers decide whether or not he would accept it
- Publishers publish articles as agreed
- Advertisers track the ad performance
The platform has attracted Mercedes-Benz, BMW, Airbnb, McDonald’s, Xiaomi, Buick and other advertisers to test the performance.
Exchange ads are presented in large image format along with advertiser profile image; and, they are displayed at the bottom of official accounts articles.
The ad exchange collaboration features are still in testing and available to only selected advertisers and publishers. WeChat team has also been launching different ad format for Moments such as local ads.
BMW X1 on WeChat Exchange Ads
BMW selected a dozen WeChat Official Accounts across automotive, fashion, and travel categories for standard exchange ads. It received about a million impressions with an average click-through rate of 6%.
Its custom ads on automotive vertical accounts received close to 20% CTR and more than 8,000 engagements.
Airbnb CNY Campaign
Airbnb’s Chinese New Year campaign utilizing WeChat custom ads on ad exchange platform reached about one million users with CTR of over 8% and more than 7,000 engagements.