In August last year, Toutiao, a subsidiary of ByteDance, officially announced its entry into the search market. Over the past year, Toutiao search has not achieved much, and the domestic market has been dominated by Baidu, Sogou and Fax List several 320 Internet giants. While everyone's attention is still focused on how Toutiao is a search engine and whether it can break the market pattern, Toutiao search has quietly launched search bidding ads recently. According to the company's intelligence expert "Financial Graffiti", today's headlines recently launched "search advertising".
In its commercial advertising program, in addition to information flow, a new category of search advertising has been added. Source: Deep dive atomer As a "back wave" in the search industry, today's headlines have not yet scaled the Fax List search business, so is it a bit too hasty to use the axe of search advertising? 2. Urgently seeking commercialization ByteDance currently only has three “mythical” products: Toutiao, Douyin and Tiktok. In detail, these three products have encountered different problems: Tiktok's business process in the United States is blocked; Douyin traffic growth has encountered a ceiling; Toutiao's growth space has also encountered a ceiling.
According to various media sources, Douyin has exceeded 600 million monthly active users, while the number of Chinese netizens is only 900 million! Similarly, according to statistics, Toutiao’s advertising revenue in 2019 ranked second in the domestic Internet, while Baidu ranked third. However, the traffic of the byte system is significantly higher than that of Baidu. In this comparison, the monetization ability of Toutiao's traffic is not high. It can be Fax List confirmed that ByteDance’s products may have the same anxiety, that is, realization anxiety. And where should the anxiety about commercialization be transferred? That is to relieve pressure by developing new businesses and creating "phenomenal" products. And because search is a model with a very "cash flow" attribute, and it is also a powerful tool for advertising monetization, the next phenomenon-level product will be Toutiao search.