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李旎:廣告是嗶哩嗶哩(09626.HK)生態不可或缺收入組成 也是新增長引擎
嗶哩嗶哩-W(09626.HK)(俗稱B站)董事長兼COO李旎表示,廣告是B站生態不可或缺的收入組成,也是新的增長引擎。深度影響用戶消費心智是B站獨一無二的,沒有其他平台可以取代的價值。B站一定要做好品牌廣告。因為除了品牌廣告自身收入以外,也會帶來效果廣告和交易的增量收入。 李旎認為,B站作為年輕人密度最高的互聯網社區,投B站就是投年輕人,投的是新消費力和新消費增量,投的是現在及未來。 目前,B站新用戶當月廣告價值增長超過四成,老用戶廣告價值能夠提升四倍以上,74%的90後會在B站貢獻收入價值。同時,B站女性用戶消費力得到進一步釋放,在B站UP主「鸚鵡梨」成交額超過5,000萬元人民幣的直播中,90%的下單用戶都是女性。 除了營銷玩法外,B站還持續改善投放體驗和投放效果。李旎透露,與之前相比,B站合作的品牌總數增長24%,其中百萬級客戶的留存率高達90%。
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