Come on! Why do Youku love Qiyi ads for 120 seconds and YouTube for 5 seconds?
Focus on SEM and streaming ads
Source: WeiXi Chat Ads
Youtube ads are 5 seconds long and skipped, and while they're extremely subtle, they're not really as thoughtful; Youku, Ache's ads are 120 seconds long, but essentially they areIt is internally unified in following the basic logic of advertising.
Why? You'll know after reading it...
Many scientific online partners will find that Youtube ads have a skip button after 5 seconds, click on the ads immediately disappear, accustomed to being raped by the domestic video site super-long ads users exclaim:That's great!
In this regard, many people intuitively judge: Google is the conscience of the planet enterprises, in order to user experience can sacrifice business interests, compared to the excellent soil, Ai Qiyi this kind of dynamic 120 seconds of advertising beautiful bitch much stronger!
But is that really the case?If you really think so, then you are wrong, the truth is far from so simple, said Google pay attention to the user experience, casually pick out some counter-examples will be minute by minute face, in Youtube search "I am a singer", a two-hour video can have 21 ads, which obviously and pay attention to the user experience is not god horse.
The yellow dot in the middle is where the ad is inserted
Since the user experience isn't the first consideration for Youtube to set the skip button, is the god horse factor driving Google to do so? The answer is money!
Wait a minute....... Do you still have money to make? Do advertisers like its ads to be skipped? I read less, don't lie to me! Yes, advertisers really like this kind of advertising product, which seems counterintuitive, but you can see the analysis below.
I. Increase the true exposure of your ads: "Because you want to skip, you have to stare"
Because you subconsciously want to skip the ad, so you won't walk away in 5 seconds, you don't walk away, you will stare at the ad,That is, within 5 seconds, the ad reach rate is very high.Brand ads have long been settled by exposure, but after exposure, it has been a monitoring difficulty for many people to actually watch, and YouTube gets all the attention of users in five seconds with a simple skip button.In order to effectively improve the real exposure of advertising in the mechanism。
This is very different from the domestic video site ads, in Youku to see a 120-second patch ads, from the moment the ad jumps out of your eyes will immediately loose, greatly may go to do other things: drink water, brush a circle of friends, brush Weibo, walk the grass pomegranate. . . and so on ... God horse ghost... So If Youku's front patch is selling 4 stickers in 120 seconds,The first and last stickers will cost more than the second and third stickers.Advertisers are not stupid, they won't pay a high price for drinking water toilets among you.
Second, better evaluate ad quality: you are YouTube's free ad quality judge
Another obvious advantage of skipped ads is:Let advertisers add a dimension to measure the quality of their ads,It knows exactly whether its ad was skipped by the user in the first few seconds, and whether it was skipped in the 7th or 23rd reflects the attractiveness of the ad.
This is the true quality index of advertising, there is no more detailed display of the excellence of a patch ad than this data,The click-through rate of the patch is the result indicator of the performance of the ad, while the length of skip is the process index of the performance of the ad.
Domestic Youku Love Qiyi's non-skipping patch completely can not do this, it only knows the exposure to which people, also know who clicked, but the overall patch click-through rate generally does not exceed 2% of the case, the remaining up to 98% of users on the real behavior and attitude of Youku know nothing about advertising, is a black box.
YouTube's skip button becomes a key to pry open the black box, adding an extremely real interaction that can be negative feedback(Skip right now)can also be positive feedback(Hold on to read it)，Provides effective space for advertisers to optimize their ads.
Don't look down on this indicator,When there is this indicator, you can redirect people who watch near completion(The next launch is directed to someone who has already generated some kind of interaction)和Look alike(Recommend another group of people who are similar to each other based on the characteristics of a known part of the population)。Click is the target customer, read is the potential customer, so YouTube by adding this little skip button, let him thousands of users have become its free ad quality judge, you skip it, it peeps at you, think about it!
Pay only for real viewing: "If the user skips, YouTube doesn't charge you money"
If your ad is skipped, YouTube won't charge you, only your ad will play for 30 seconds or finish(Ad length less than 30 seconds)You only have to pay, so YouTube named the ad "Tureview Ad", which means you only pay for real viewing.
Advertisers are highly available for this form of bidding, paying only for people who are really interested in advertising, and collecting information from people who are not interested in advertising, which means that the advertiser experience is really friendly, and their spending on YouTube in 2016 was $12.6 billion, which is enough to illustrate the powerful appeal of YouTube ads.
Not having to pay for invalid skips undoubtedly gives advertisers a friendlier experience in ROI calculations and budget control, which explains why many YouTubers often call on people not to skip front-page ads in videos.Because advertisers are skipped and don't pay, advertisers certainly don't have ads。
Hearing this, a lot of people are starting to say that YouTube is too generous to charge for watching a Facebook video ad for more than 3 seconds!
In fact, it's not about kindness, it's about different ways of bidding, and it doesn't mean you're necessarily less expensive to run video ads on YouTube than Facebook.
Bid by Exposure, Play Bid in 3 seconds, Play Complete Bidding is just three different bidding methods, of course, these three bidding methods from the advertiser-friendly degree must be a recurring relationship.
Theoretically, the overall unit cost is actually the same under full competition(Detailed logic on the cost of bidding is not covered here)。 Take a chestnut: fresh walnuts 10 pieces a jin, peel off the skin of the walnut 20 pieces a jin, walnuts 40 pieces a jin(These three prices must be incremental under full competition)。
You may find it most easy to sell walnuts from the shopping experience, but you certainly don't think it's the kindest way to sell walnuts from the price, you'll certainly count, if four kilos of fresh walnuts peel out more than a kilo of walnuts, then you're sure to buy fresh walnuts;
One of the key is whether you will pick walnuts, you pick good, you will earn, this walnut pick this skill in the bidding ads corresponding to an important concept called "creative optimization", that is, "CTR optimization", the following topics will continue to talk about how under this mechanism, YouTube let advertisers produce friendly ads.
Fourth, refuse to "slaughter dragon treasure knife point to send": from the bottom mechanism to encourage excellent advertising ideas
You must have seen in Youku or Ai Qiyi "butcher dragon treasure knife point to send", "I am Zhang Liangying, I am in XX page tour and so on you" such a very poor creative quality page tour ads, this is the cause of the god horse? One important reason is that Youku, Ai Qiyi's patches are priced for sale, pricing advertising is a disadvantage is that advertisers do not optimize the motivation of advertising creativity.
Advertisers spend a million a day to buy an open-screen ad, no matter how bad the material will be online, he has no incentive to improve his material, because even if the material click-through rate is high he pays 1 million, not because of the high click-through rate cost to become 500,000(Strictly speaking, advertisers are motivated to optimize pricing creatives from the perspective of overall returns, but pricing ads do not encourage advertisers to optimize materials from a cost mechanism)), so the "slaughter dragon treasure knife point on the delivery" came!
But YouTube's pay-per-view ads can encourage advertisers to actively optimize their ideas from the mechanism, the better the creative materials, the higher the playback completion rate, the lower the cost of advertising, How does YouTube achieve this mechanism?
Take a simplified model: Let's say YouTube has only 100 times a day, Nike and Adi are bidding, Nike has a 10% completion rate, and Adi is 1%, both of which bid $1 for a play to finish, so which one will Google come up with? Nike, of course, because this 100 ad opportunities give Nike he can make 10 yuan, and to Adi can only make 1 dollar, Adi in order to win the bid must complete the bid for a play 10 yuan,That is, the playback completion rate determines the cost of advertising bidding.
It is such a mechanism, let advertisers play to optimize their advertising performance, and strive to let everyone do not skip ads, in order to increase their own playback completion rate, thereby reducing the cost of bidding. With all the novel ideas on YouTube to boost playback completion rates, Opel is a case in point, playing games with ads and skipping buttons, an idea that won a prize at the Cannes Advertising Festival:
The advantage of this is that Google's ads are very bearable, very story-telling, and this in turn increases the viewability of advertising, so that the user experience improves, and now you understand that the user experience is not that skip button, but through advertisers to optimize creativity to enhance, the user experience is only a by-product of skip buttons.
Well, that's why YouTube takes skipped ads.Writing here, many people have a huge question:
Are they stupid? This isn't really! "We will not allow other countries to say anything about the path we have chosen". Youku, Ai Qiyi choose the path of video commercial development with Chinese characteristics,There are three main reasons for this:
First, YouTube and Youku, Aiqiyi in the business model and business model has a fundamental difference
Simply put, YouTube is a UGC video site, while Youku and Ai Qiyi are film and television sites. YouTube's videos above are mostly user-contributed, while domestic video sites are high-priced purchases of premium copyrighted content. If you have to target, the domestic video site is actually Hulu, Netflix, HBO, these dedicated movies, episodes of video services.
Each user's status is different when watching different videosWe divide these two states into "high wake" and "low wake" states, and the Spring Festival Evening and Super Bowl halftime ads sell more than just because it's watched by more people(Facebook certainly has more people online at the same time)More importantly, the audience in watching the Spring Festival Evening, watching the Super Bowl when the state is "high wake-up" state, he has a strong desire to watch the program and desire, so this time the effect of advertising will be good, in Youku to see the variety of lulu, watch Sun Yu's series, watch Wu Jing's film is this "high wake-up" state.
The result of the "high wake-up" state is that content has a premium right to advertisers.Sign a "芈 Monthly Biography", advertisers will be flocking to sell, so do not need to sell effect ads, advertisers know the effect, in addition to buying your time, advertisers more importantly need to put its brand and deer, Sun Wei, Wu Jing linked.
That's not the case with YouTube, where videos are mostly made by users, where you won't see new Fox hits or HBO's latest episodes. Despite the rapid rise of professional video MCN institutions over the years, the overall production is becoming more and more specialized, but and professional film and television companies still have a big gap, the average video quality in the objective will be relatively mediocre.
So in addition to a small number of super-red, users watching YouTube videos are a "low wake-up call" state, that is, under YouTube's extremely efficient video recommendation mechanism constantly refreshed, boring time, and because the video is extremely long in distribution(For example, the proportion of 500 TV dramas in the head is much higher than That on Youtube)。
As a result, the volume of individual videos will be much smaller than youku, Ai Qiyi, so that brand advertisers when the pursuit of two of the most important factors:quantity and quality,YouTube doesn't have an advantage, and if it's priced like YouKuYi, the most likely outcome is a very low selling rate and a very low ECPM.
So YouTube's strategy is,Since you can't sell brand ads with a premium, you can sell effect ads, charge for the final effect, and serve people with results.
In a word, cover it up:Business models determine ad models, with Youku Aiqi sitting on high-quality video resources at the top of the pyramid, pricing up to sell high prices without skipping, while YouTube is a long-tailed video that attracts advertisers with skipped performance ads.
Second, the technical gene and the media gene also determine the two ways of selling in a certain sense
Google is undoubtedly a technology company, and before it bought Youtube in 2006, its bidding advertising system, AdWords, was already an efficient money-printing machine, already well-established in algorithmic optimization and click-through rate estimation models for bidding ads.
What's more, in the process Google has accumulated a large number of advertisers to endorse its bidding model, these advertisers are not only small and medium-sized enterprises, Procter and Gamble, Coca-Cola and other brand advertisers in 2006 has also been an important customer of Google, so by December 2010 Google launched Tureview ads, the choice of bidding model is logical, its advertiser size is large enough to support it to form a long enough bidding queue.
And now Youku, Tencent video accounted for the majority of advertisers are basically SKA customers, the number of few brand advertisers is difficult to support it to establish a bidding model, the premise of bidding is to have a lot of people to bid.
In contrast, the pioneers of domestic video sites, whether from Sohu to create Youku's Gu Yongxuan or from Bertelsmann to create the potato Wang Wei, have a strong media gene, and Tencent's video is originally part of Tencent's online media business group.
These media people quickly find a shortcut to preempt the length of the user-----Give up UGC, blood copyright content,In and video content ecology gradually fade away at the same time also established China's video site's earliest business model -Sell pre-sales patches on advantage resources,And this model continues to this day, buy a "list", users come, advertisers also come, how good!
Today, we go to Youku, Ai Qiyi's advertising page has several pages of media quotations, this quotation and the portal quotation and television quotations are the same, in this sense, the domestic video site is an online television station.
Third, domestic video sites may protect the interests of members
Users spend 20 yuan to open a Tencent video membership, the most direct role is to skip advertising, if Tencent online 5 seconds can skip the button, then the difference between members and non-members is not so obvious, directly affect the attractiveness of the membership business.
You know, Youku, Ai qiyi's membership income accounts for nearly one-fifth of all its income, in the first half of 2016 alone, Ai Qiyi's membership of more than 40 million, this income if lost, directly affect its financial situation.
Youtube doesn't have this baggage, and YouTube, which started with family video clips such as Kittens and Puppies, didn't have a membership service for a long time because it really didn't have much boutique content for members to watch at the beginning of the period, and didn't start a membership business that charged $12.99 a month until it bought some big copyrighted content in 2015, and didn't do well, accounting for only 5% of total revenue in 2016. Therefore, domestic video sites from the protection of the rights and interests of members from the point of view of the degree of differentiation is also reluctant to jump the button for 5 seconds.
It must be noted that YouTube and Youku Aichi are in fact internally unified in following the basic logic of advertising:High-quality video is priced at a high premium, and long-tailed traffic is auctioned for effect.
YouTube launched the Google Preferred program in Q2 in 2014, packaging the top 5% of popular channels and holding a grand annual investment to pre-sell them, which is in fact Youku, Aiqi Art mode, while Youku and Tencent Video now have their own long-tailed videos through access to DSP and performance advertising platforms to launch five-second skipped patch ads.
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