BIGO Ads — launching an effective advertising campaign

In this article, you will learn about the features of the advertising platform Bigo Ads, where you can effectively launch an advertising campaign, which GEOs and verticals work best on the platform, and much more. Let's get started :)

 

What is BIGO Ads

BIGO Ads is an advertising network with multiple placements. One of them is Likee, a platform with short videos similar to TikTok. Likee was developed by the Singaporean company BIGO in 2017, but the application gained worldwide popularity in early 2020.

 

In the third quarter of 2020, Likee entered the top 3 most downloaded applications in the CIS. Bigo Ads' advertising is broadcast simultaneously on two placements: Likee and the Imo. im messenger. We’ll provide more details about each in this article.

 

A bit of statistics on the social network Likee

As we mentioned before, Likee is similar to TikTok, offering the ability to use various augmented reality effects: masks, filters, “4D Magic” (real-time background replacement), and more. Consequently, it’s possible to create branded masks, enhance the recognition of the company, brand, or product. Live broadcasts are also available during which users can send donations and gifts.

 

Statistics and audience of LIKEE Global: 

 

• Over 600 million downloads
• More than 115 million users
• GEO: 150+ countries
• The app is translated into 40+ languages

 

Initially, Likee was intended for users over 16 years old, but, as is often the case, teenagers aged 12 to 16 were the first to start using the app. Now, the platform's audience has become more diverse, including financially capable users.

 

Where to place ads in Likee:

 

Likee Popular Page:

 

• Placement: On the "Popular" and "Nearby" pages
• Format: Native Ad/Native Video
• Payment Model: CPC

 

* CPC (Cost Per Click) — the advertising purchase model where the advertiser pays for each click made on the ad.

 

What advertising looks like on the Popular page.

 

Likee In-Feed Video:

 

• Placement: The ad appears during video viewing
• Format: Native Ad/Native Video
• Payment model: CPC

 

What advertising looks like in the feed.

 

Now let's talk about the Imo messenger

Imo is a messaging and video calling service that operates on both PCs and mobile devices. The app has been installed over 1 billion times on Google Play. Imo allows users to create group chat rooms where, in addition to text messages, users can communicate through voice and video messages, as well as share photos. 

 

Where to place ads in IMO:

 

imo Chat List:

 

• Placement: In the chat list
• Format: Native Ad/Native Video
• Payment model: CPC

 

What advertising looks like in the chat list

 

imo Story Stream:

 

• Placement: Ads will appear while viewing stories
• Format: Native Ad/Native Video
• Payment model: CPC

 

What advertising looks like in stories. 

 

imo — End Call:

 

• Placement: Ads appear after ending a call (on the caller's screen)
• Format: Interstitial video
• Payment model: CPC

 

Features of Bigo Ads

• Main traffic comes from the CIS, Middle East, and Asia, with some from tier-1 countries, but not much.
• Note that Bigo Ads has a relatively young audience (up to 35 years old), so it's advisable to choose suitable offers.
• Bigo Ads moderation is more lenient than on other advertising platforms. You can run complex products and try different verticals under certain conditions.
• Intuitive and straightforward campaign setup with low competition in many verticals.

 

How to increase the effectiveness of advertising campaigns on the platform

Registering and launching campaigns from personal accounts (self-registered) often leads to campaign blocks, lengthy moderation, limited functionality, and other difficulties.

For stable operation with minimal risks for launched campaigns, agency accounts are usually used. These accounts cannot be created independently, they are only available to advertising agencies that allow campaigns to be launched for a small commission (each agency sets its own commission). One such company where you can find agency accounts for Bigo Ads (and more than 20 other platforms) is AdSkill.

 

What are the additional advantages of agency accounts on Bigo Ads:

 

• Absence of account blocks and fund freezes.
• Higher trust index from the platform.
• Launching multiple advertising campaigns from a single account.
• More lenient moderation.
• Balancing replenishment without the need to search for cards of specific GEO.
• Expanded list of countries for targeting.
• No overload on the auction.

 

Available verticals and GEOs 

As we have already mentioned, a significant portion of the traffic comes from the CIS, the Middle East, and Asia. Currently, there are 10 countries available, and here are 9 of them:

 

• Bangladesh
• Saudi Arabia
• Russia
• Portugal
• Pakistan
• Mexico
• Indonesia
• India
• UAE

 

For GEOs from Tier 1, there is currently not enough traffic, and some European countries (such as Germany and France) require whitelisting. The available verticals are:

 

• Beauty (cosmetic products, service offerings)
• Travel
• Tool (application tools)
• Telecom (telecommunication companies and services)
• Subscription
• Gaming
• Finance
• FMCG (Fast Moving Consumer Goods - various consumer goods)
• Entertainment
• E-commerce
• NGO (non-governmental organizations)

 

Summing up

Bigo Ads is an excellent platform for finding your audience when you feel that you have exhausted your target audience on other sources. It’s a source of fresh traffic and a suitable field for various tests.

 

Promoting on Likee has a unique direction and its own specifics. The app's audience is mostly young, so image advertising campaigns can be particularly effective: brands can start building interaction in advance and acquaint themselves with their future consumers.

 

If your target audience is mostly comprised of people aged 18-25, then it's definitely worth taking a closer look at Bigo Ads. Perhaps on this platform, you can find a good response and significantly increase conversions.

 

Combined with simplified moderation and access to a massive Asian audience, the platform becomes an ideal choice for promoting cosmetic products, applications, various consumer goods, and entertainment.

 

The social network is growing. Likee is in a growth phase, so brands that start developing on the platform ahead of others will reap all the benefits. The situation with the blocking of competing social networks can significantly accelerate the development of Likee.