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快手程一笑:冀擴大小程序遊戲市佔 冀在付費短劇上獲更多增量投放
阿思達克 08-23 10:55
快手-W(01024.HK)聯合創始人、執行董事、首席執行官程一笑認為,對於外循環廣告的下半年機會點,首先遊戲行業,尤其是去年異軍突起的小程序遊戲,預計今年整個小程序遊戲行業規模會達到350億元人民幣。而近期遊戲廠商有較多新品首發,遊戲行業客戶對於暑期流量有著明確的投放訴求,快手有大量年輕且未被傳統渠道觸達的三、四線城市用戶。 不過,他指目前快手在小程序遊戲的市佔仍比較低。因此今年成立了專門的團隊,為廣告主提供整體解決方案、優化小遊戲效果,並加大對代理商的激勵扶持政策,希望能夠進一步獲取市場份額。 其次,他認為傳媒行業中的短劇以及部分社交工具類也會在暑期流量充沛的刺激下有較好的增長機會。背靠著2.6億日活的快手短劇土壤,付費短劇是快手最快速增長的賽道之一。因此,在付費短劇上,快手也希望能獲得更多的增量投放。 在原生專項上,他透露快手也在進一步擴大原生素材的行業推廣範圍,加大對金融、教育等原生素材的投放。相信也會帶來行業的新消耗增量。伴隨著下半年的電商行業營銷節點的到來,加上去年下半年仍有的疫情影響、今年下半年電商綜合平台的廣告主在大促節點的刺激,相信也會較好地拉動投放的恢復以及反彈。
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