360 and other Chinese companies on Facebook ad blacklist: suspect ads to deceive users

Foreign Internet companies are imposing the toughest regulation selling on advertising content in history. According to the information obtained by the first financial reporter,Facebook On February 8th it sent an e-mail message to a number of domestic advertising agencies saying it would "suspend all tool-based app ads in China". However, as of the evening of February 13, Beijing time, the latest information shows that some of these ads have been restored. "Every one of those recovering companies is communicating with Facebook. People familiar with the matter told First Financial.

  Tool products into "heavy-hit areas"

  In a list of banned companies, the first financial reporter found that almost all Chinese tool-type applications are on the list, including 360,CiscoTechnology, Kupang digital, Pinji network, such as more than 20 Internet technology companies.

  These companies mainly provide tool products, mainly in Beijing, Shanghai, Shenzhen enterprises. Facebook said the reason for the ban was that there had been more recent violations by advertisers of tool-based apps in China, particularly clean-up and battery-optimized categories.

  Facebook's "ban" on the Chinese market is mainly due to suspicions that the manufacturer "advertises to deceive users." Wang Jian, CEO of advertising agency appcoach, told First Financial: "Some Chinese tool-type ads force users to use information such as 'your phone has a problem with your phone's battery or memory, need to use the software to clean up immediately'. According to Wang Jian, most of the companies on the list are appcoach customers. In addition, Facebook's top advertising agencies in China include Papaya Mobile, Flybook, Blue Cursor, Cheetah and more.

  "China's tool applications are growing very rapidly in overseas markets, occupying almost all of the tool markets, except for a small number of India, " Wang told First Financial. Wang Jian believes that the main reason for Facebook's focus on cleaning up advertising is to maintain its brand image. "Facebook's 'strong man' is a reputational reason, and Chinese advertising can be affected by it. Wang Jian said.

  Facebook's total revenue was about $27.6 billion last year, double the year-on-year total, with advertising accounting for almost all of it. Taking Facebook's latest fourth-quarter results, for example, total revenue was $8.8 billion, including $8.6 billion in advertising revenue, or nearly 98 percent. In the fourth quarter, advertising revenue from Asia was $1.3 billion, or 15 percent of total revenue, so it's hard to say that suspending Chinese advertising had no impact on Facebook at all.

  Tightening regulation of Internet advertising

  Foreign regulation of Internet advertising content is becoming more stringent.GoogleThe results also showed that 1.7 billion "bad ads" were removed last year, more than tripling from the previous year. Last yearAppleIn the "double 11" also encountered the Chinese counterfeit brand stores developed by the app, these counterfeit apps are developed by Chinese companies, the development costs are much lower than overseas market prices. To that end, Apple has also stepped up its scrutiny of the Apple Marketplace.

  In this regard, Wang Jian said: "such as cheetah, UC and other products of the overseas strategy success, a lot of domestic follow-up, and overseas Chinese tool products are also developing very quickly, so it is difficult to avoid the user experience, the amount of money to buy behavior, and even some malicious promotion and false advertising." He believes that things like Facebook and Google are necessary.

  In fact, operating overseas promotional products and domestic nature is not very different, are through channel distribution to obtain traffic. A Chinese employee of IPG Mediabrand, an American advertising media agency, told First Financial: "Start-upcompanies are not in a way to get users in the early stages, or in accordance with the formal and legal approach, and the way to 'swipe the list' is not desirable." Because overseas violations are more expensive and more severe. "

  But on the other hand, companies are also worried that the crackdown will lead to the loss of advertising users, and affect the pace of China's app out of the sea. Wang Jian to the first financial reporter introduced: "tools products themselves do not generate profits, all rely on capital-driven, and in the current capital market more and more return to rational background, tool products because of 'no money to burn', slowly will show the survival of the fittest trend, and will not be as crazy as now." "

  Launch of tool-based applications such as clean-up masters in overseas marketsCheetah MoveTo the first financial reporter said: "Cheetah tool products in Europe and the United States to obtain users rely on natural traffic and users to download independently, the promotion of the magnitude is very small, so the impact is limited." Cheetah also said that the Facebook overhaul could instead consolidate Cheetah's overseas lead.

  At present, the more successful overseas market Chinese Internet companies, almost all of the tools, such as cheetah, Kubang, APUS, business card all-powerful king, camera360 and so on. Wang Jian believes that the reason why Chinese tool products are easy to succeed in overseas markets is that the domestic Internet is already a red sea. "Hundreds of thousands of companies are competing for 800 million Internet users, and the competition is extremely hot. Overseas, the development of the Internet is relatively backward, competition is not fierce at home, so the development is very large. "

  "Although China's Internet technology is still lagging behind that of developed regions, companies in many developed countries don't see, or see, companies that don't see China, but they can't do it themselves, " said Fu Sheng, chief executive of Cheetah Mobile. "