It is believed that the vast majority of video users have been troubled by the extra-long ads before the network drama was broadcast. In the age of mobile Internet and smart devices, users are more comfortable with the viewing experience than ever before, in which case video sites offer 90 seconds, 120 seconds, 180 seconds, and even longer patch ads that affect the user's video experience and can easily lead to "jumping" or even boredom. 

Address user issues: "Active choice" makes your ads meaningful

According to a survey by DCCI, a data research firm, only 3.8 percent of users can tolerate 45-second video ads, while 2.1 percent can tolerate 60-seconds. Most users are very resistant to video patch ads, "watching ads have nothing to do with me," "whether you like it or not," "advertising ideas aren't attractive enough."

However, even if users are tired of pre-video advertising, but by the size of users, performance growth pressure, video platform competition, video advertising is still growing. How can I avoid "excessive advertising" affecting the user experience? How can I effectively judge the true value of an ad? These have become the focus of the video platform, but also an urgent problem to be solved.

Sohu products through the "alternative ads", "skipped ads" two forms, so that users participate in the advertising experience, and it is the first to apply to Sohu video, in the future they will also appear in Sohu news clients, Sohu.com and other sohu matrix products.

"For video users who need to see two or three, or even five or six patch ads, just watching one ad can enter the positive film undoubtedly improves the pleasure, the user according to their own interests to make active choices, the impression of the advertisement is more profound." Wei Qianyi said.

"As users' active choices and a significant reduction in the length of time they play, there is a significant decrease in user rejection, and active choices allow users to incorporate them into their ads and stimulate the natural outness of their true emotions." Industry analysis, giving users the right to actively choose advertising, will become the future trend of the advertising industry, helping to create more high-quality, high-value advertising forms.

Industry insiders say that Sohu's product calculation platform realizes the transformation of advertising from one-way passive output to active two-way interaction with users, which ultimately makes watching advertising a meaningful thing;

In the future, the product calculation will also try more "active advertising" form, to bring users a better video playback experience.

Real reflection of ad performance:Measure user sentiment within 24 hours of feedback

Relying on Sohu big data advantages of research and development of Sohu products, not only to allow users to actively choose to watch, but also to help advertisers to carry out brand measurement, to learn the user's "individual feelings."

 "Currently, for most advertisers, the most common means of measuring brand advertising is to reflect the 'click-through rate' and 'exposure' of users' objective behavior. However, this does not reflect the true feelings of the user, nor can it observe the subjective attitude of the consumer in depth. Industry insiders say.

Sizmek data also shows that more than 50% of ad exposure is not actually seen by the user, even if seen, may not get quality user attention. At the same time, "click" is a valid signal of user participation, but it is not the best choice.

For the advertising effect measurement of the existence of "black holes", Sohu product calculation platform fromMeasurement methods, user experience, ad interactionsThree dimensions break through to track changes in the user's subjective attitude.

"Through extensive testing and research, we have developed a number of questionnaires embedded in video products to measure user behavior, perception, and mood. Based on Sohu big data crowd portrait technology, we selected a group of people with the same characteristic attributes as 'seen the advertisement' users as the reference comparison, the results of the comparison to help brand owners understand the user base after watching the ad subjective attitude changes, more reference significance. Wei Qianyi said.

Estee Lauder's new Red Pomegranate Energy Water survey questionnaire on the degree of user preference

At the same time, advertisers of the product calculation platform can get questionnaire feedback within 24 hours, which can better optimize the adjustment of the delivery plan, including crowd re-screening and locking, material replacement modification. Unlike traditional questionnaires, you need to wait until the end of the delivery cycle to see the changes in the market, at which point, the research feedback has been lagging by more than a week, missed the best adjustment time. 

"Previously, it was difficult for advertisers to get quantitative comparisons of user experiences in a timely manner. Through the mining and in-depth utilization of big data, the real effect of advertising is fed back through questionnaires in a timely manner. Wei Qianyi said, "For example, Samsung Electronics through the product calculation of SUHD new TV ads, advertising effectively reflects the user's willingness to act, compared to users who have not seen the product calculation ads, 'very much want to experience this new product' users increased by 35%." "

Sohu product calculation, in the form of questionnaires to make up for the traditional measurement methods in the cognitive, emotional, behavioral aspects of the shortcomings, through innovative advertising forms and strong interaction, to further strengthen the interaction between users and advertising, for advertisers to provide measurable forms of advertising, but also opened up a new pattern of brand advertising marketing in the new media era.

the end