当腾讯的营收部门催促着想要在微信上投放更多广告时,张小龙在公司内部打了很多场仗。在今年年初四小时的演讲中,他让大家思考一个问题,为什么这款消息平台上没那么多广告,特别是启动页广告,这在很多其他中国手机应用程序上是常态。
Mr. Zhang’s answer: Many Chinese spent a lot of time — about one third of their online time — on WeChat, he said. “If WeChat were a person, it would have to be your best friend so that you would be willing to spend so much time with it,” he said. “How could I post an ad on the face of your best friend? Every time you see it, you’ll have to watch an ad before you can talk to it.”
张小龙的答案是:很多中国人花大量时间——大约他们上网时间的三分之一——在微信上,他说。“如果微信是一个人,他是你最好的朋友,因为你在他那里花最多的时间,”他说。“不希望你跟最好的朋友说话,先看他脸上的广告,然后取下来再跟他说话。”
Mr. Zhang, who has made restraint his product philosophy, has been lucky because Tencent makes most of its money from online games so that it does not need to sell ads for revenue.
张小龙已将克制作为他的产品哲学,他一直很幸运,因为腾讯大部分营利来自在线游戏,所以不需要靠卖广告赚钱。
Tencent doesn’t break out its revenues from WeChat, but its financial report for the third quarter of 2018 said that social advertising revenue, which includes WeChat, grew 61 percent from a year earlier, while the category called “other businesses,” which includes payment services, rose by 69 percent.
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