5 seconds to skip the ad, AndouTube this action is not only not stupid, but also thoughtful
This article authorizes the reprinting of self-defense at night refers to the North . . . Id:weixizhibei
Author:Weixi, Senior Advertising Product Manager, is dedicated to analyzing the basic logic, ideas and techniques of the Internet and commercialization
There are some Internet products: you think it's simple, even stupid, but in fact it's designed to be so subtle and thoughtful that AndouTube's 5-second skipable patch ads are such unique.
Many small partners will find that Andoutube ads have a skip button in 5 seconds, click the ad immediately disappears, accustomed to the domestic video site's ultra-long ads tormented by users exclaim: That's great!
Many people intuitively judge this: Google is the conscience of the planet, for the user experience can sacrifice commercial interests, than the 120-second advertising is much stronger!
But is that really the case? If you really think so, you're wrong, the truth is far from that simple, and a two-hour video on Andoutube that has nearly ten ads in it has nothing to do with focusing on the user experience.
The middle yellow dot is where the ad is inserted
Since user experience is not the first consideration for Andoutube to set the skip button, what exactly is driving Google to do so?The answer is to make money!
Wait a minute....... And the money to do that? Do advertisers like their ads being skipped? I read less, you don't lie to me! Andes, advertisers really like this kind of advertising product.
This may seem counterintuitive, but you can see the story of the analysis below.
Increase your ad's true exposure
"Because you want to skip, you have to stare."
Because you subconsciously want to skip the ad, you won't walk away in 5 seconds, and you'll not just walk away, you'll stare at the ad, which means that within 5 seconds, the ad's arrival rate is extremely high.
For a long time, brand-type advertising is based on exposure, but after exposure, there are many people really watching has been a monitoring difficulty in the advertising circle,AndouTube effectively increases the true exposure of your ads with a simple skip button to get the user's full attention in 5 seconds.
This is very different from the domestic video site ads, in Andouku to see a 120-second patch ads, from the ad jumpout this moment your eyes will immediately loose, greatly likely to do other things: drink water, brush friends circle, brush micro-blog ...
So if youku's front post is 120 seconds to sell 4 posts, the first and last paste price will be higher than the second, and third paste, advertisers are not stupid, they will not pay high cost for you to drink water on the bathroom.
Better evaluation of ad quality
Andou're a free ad quality judge.
Another obvious advantage of skipped ads is:Let advertisers add a dimension to measure the quality of their ads, it is clear that your ad was skipped by the user in the second sand, skipped in the 7th second or skipped in the 23rd second to accurately reflect how attractive the ad is。
Domestic non-skipable patches simply can't do this, it only knows which people are exposed to, and who clicks. However, with the overall patch click-through rate generally not exceeding 2%, the remaining 98% of users know nothing about the true behavior and attitude of the ad, which is a black box.
AndouTube's skip button turns into a key to pry open the black box, adding an extremely real interactionThis magic button can be either negative feedback (jumped immediately) or positive feedback (stick to read), providing effective space for advertisers to optimize your ads.
Don't look down on this indicator, when there is one, you can redirect the crowd watching near completion (the next time the drop is directed to someone who has already generated some kind of interaction) and Look alike (recommending others with similar parts based on the characteristics of some known people).
Click is the target customer, after reading is the potential customer, so AndouTube by adding this small skip button, so thousands of his users have become its free ad quality judgeAnd you skip it, it peeps at you, and think about it!
Pay only for real-life viewing
"If the user skips, don't take your money"
If your ad is skipped, AndouTube won't charge you, and you'll only have to pay if your ad plays 30 seconds or finished playing (the ad is less than 30 seconds long), so AndouTube named it "Tureview ad", which means you only pay for live viewing.
Advertisers are highly supported by this form of auction advertising, paying only for people who are genuinely interested in the ad, and collecting information about people who are not interested in the ad.
From this point of view, the advertiser experience is really friendly, and their $12.6 billion spend on AndouTube in 2016 is a testament to the power of AndouTube ads.
The fact that you don't have to pay for invalid skips undoubtedly provides advertisers with a friendlier experience in ROI computing and budget control, which explains why many AndouTube networks often call on people in videos not to skip previous pre-post ads, because skipping advertisers don't pay, and advertisers certainly don't have ads.
Hearing this, many people are starting to say that AndouTube is too generous to charge for more than 3 seconds of watching a Facebook video ad!
Otherwise, it's not about the way it's done, it's about different bidding methods, and it doesn't mean you're necessarily spending less on video ads on AndouTube than Facebook.
By exposure, by 3 seconds to play the auction, by "play complete" bid is only three different bidding methods, of course, these three bidding from the advertiser friendliness must be progressive relationship.
In theory, the overall unit cost is actually the same in the case of full competition (the detailed logic of the bid cost is not repeated here). Raise a chestnut: fresh walnuts 10 pieces a jin, peeled off the peeled walnuts 20 pieces a jin, walnuts 40 pieces a jin (full competition situation these three prices are bound to increase).
Andou may find it the most time-saving to sell walnuts from the shopping experience, but you certainly won't find it the most generous to sell walnuts at a price.
The key is whether you will pick walnuts, you pick good, you will earn. The skill of picking walnuts corresponds to an important concept in a bid ad called "Creative optimization", that is, "CTR optimization."
The following topic will continue to talk about how AndouTube allows advertisers to create friendly ads under such a mechanism.
Reject "Slaughter Dragon Treasure Knife Point Send"
Encourage good advertising ideas from the underlying mechanism
Andou must have seen the "slaughter dragon treasure knife point to send", "I am xx, I am in xx page tour waiting for you" such a poor creative quality page tour ads, what is the cause of it?
One important reason is that the domestic video site's stickers are priced for sale.One drawback of pricing advertising is that advertisers don't have the incentive to optimize their ad ideas.。
Advertisers spend $1 million a day buying an open-screen ad, no matter how bad the material is, and he doesn't have the motivation to improve his material, because even if the material click-through rate is high he pays $1 million and doesn't become half a million because of the high click-through rate.
Strictly speaking, advertisers from the perspective of overall return sedation is the motivation to optimize pricing of advertising materials, but pricing advertising will not from the cost mechanism to encourage advertisers to optimize the material, so "Tulong Bao knife point" came.
But AndouTube, which is a disputable ad, can encourage the creator to actively optimize the idea from the mechanism, the better the creative, the higher the finish rate, the lower the cost of the ad.
How does AndouTube do this?
Take a simplified model: Let's say you're playing only 100 times a day on AndouTube, Nike and Aldi are bidding, Nike has a 10% finish rate, and Aldi is 1%, both of which offer $1 to buy a play finish, so which google will come from?
Nike, of course, because the 100-time ad player will give Nike 10 yuan, and Give Aldi can only make 1 yuan, In order to win the auction must complete a play to complete the bid of 10 yuan, that is, the playback completion rate determines the cost of advertising bidding.
It's such a mechanism,Let advertisers work hard to optimize their ad performance, and try to keep everyone from skipping ads to increase their playback completion rate, thereby reducing the cost of bidding。
On AndouTube, the idea of boosting playback completion rate is a good example, with its ads and skip buttons playing the game, and the idea won the big prize at the Cannes Advertising Festival:
The advantage is that many of Google's ads are very easy to see, very story-telling, and this adds to the visibility of the ads, so that the user experience to improve, now you understand that the user experience is not that skip button, but through advertisers to optimize the idea to enhance, the user experience is only a by-product of skipping button.
Well, that's why AndouTube takes a big part in skipping ads, and writing here, a big question for many people is:
AndouTube has such a good advertising model: users, advertisers, platforms win. So why doesn't Tencent video, Andouku and Ai Qiyi follow up?
There are three main reasons for this:
1. There are essential differences between business model and business model
Simply put, AndouTube is the UGC video site, while Andouku and Aichi are the movie and television sites. Videos on AndouTube are mostly user-contributed, while domestic video sites are high-priced boutique copyrighted content.
Each user's status is different when they watch a different video, and we divide the two states into "High wake-up"Status and"Low wake-up"State, Spring Festival ads and Super Bowl halftime ads are selling expensive, not least because they see so many people.
What's more, the audience is "high lying" when they watch the Spring Festival And the Super Bowl, and he has a strong desire and desire to watch the show, so the ad will work well.
The result of the "high wake-up" status is that content has premium rights to advertisers。AndThat's not the case with oTube, whose videos are basically made by users, where you don't see the new Fox hit movies or hbo's latest episodes.
Despite the rapid rise of professional video MCN institutions over the years, and the overall production becoming more specialized, there is still a big gap between professional film and television companies, and the average video quality is objectively mediocre.
So in addition to a small amount of super-net red,Users watching AndouTube videos are a "low wake-up" state, that is, constantly refreshing under AndouTube's extremely efficient video recommendation mechanism, passing boredom, and because videos are extremely long-lasting in terms of distribution (such as the head of 500 movie dramas accountford for a much higher proportion of the total viewing time than AndouTube).
So the amount of playback of a single video will be much smaller than That of Andouku and Aichi, so that,Two of the most important factors that brand advertisers pursue when they run:Quantity and quality, AndouTube is not dominantif it is also priced for sale, the most likely result is a very low selling rate and very low ECPM.
So AndouTube's strategy is,Since you can't sell brand ads with a premium, then sell the effect ads, according to the final effect charge, to serve the results of people。
To put it in one way: business models determine advertising patterns. AndouTube is home to premium video resources at the top of the pyramid, with prices that sell at high prices without skipping, while AndouTube is a long-tailed video that appeals to advertisers with skipable effect ads.
2, technical genes and media genes,In a sense, two ways of selling are determined.
Google is undoubtedly a technology company, and its bid advertising system, AdWords, was already an efficient money-printing machine before it acquired Andoutube in 2006, and has long been a smart driver on the algorithmic optimization of spot ads and the click-through rate estimation model.
What's more, in the process,Google has accumulated a large number of advertisers who approve of its bidding modelThese advertisers are not just small and medium-sized enterprises, and brand advertisers such as Procter and Gamble and Coca-Cola were also important customers of Google in 2006, so by the time Google launched its Tureview ad in December 2010, it was logical to choose a bidding model, and its advertisers were big enough to support it in forming a bidding queue long enough.
And now Andouku, Tencent video accounted for the majority of advertisers are basically SKA customers, a small number of brand advertisers is difficult to support their to establish a bidding model, playing bidding premise is that there are many people to compete.
On the contrary, the pioneers of domestic video sites, whether from Sohu to create Andouku's Gu Andongxuan or from Bertelsmann to create the potato Wang Wei, have a strong media gene, and Tencent video is already the rate of Tencent's online media business group.
These media people soon found a shortcut to seize the user's length - give up UGC, blood-stitched copyright content, and video content ecology is gradually fading away from the establishment of China's video site's earliest business model - in the advantage of resources to sell pre-post, and this model continues to this day, buy a "list", users came, advertisers also came, How good!
Today, we go to Andouku, Ai Qiyi advertising page has several pages of media quotations, this quotation and portal quotations and TV station quotations are the same, in this sense,Domestic video site is an online TV station。
3, domestic video sites to protect the interests of members
Users spend 20 yuan to open a Tencent video membership, the most direct role is to skip the ads, if Tencent online 5 seconds can skip the button, then the degree of differentiation between members and non-members is less obvious, directly affecting the attractiveness of the member business.
Andou know, Andouku, AiQi's membership accounts for nearly one-fifth of all its revenue, and in the first half of 2016 alone, aichi-art membership stakes more than 40 million, which, if lost, has a direct impact on its financial position.
Andoutube doesn't have this baggage, and AndouTube, which started with family video clips such as kittens and puppies, hasn't had a membership service for a long time, because it didn't have much of a boutique content to watch in the first place.
AndouTube Red, a membership business that charges $12.99 a month, didn't perform well until 2015, when it bought some large-scale copyrighted content, and did not perform well, accounting for only 5% of total revenue in 2016. Therefore, the domestic video site from the point of view of protecting the differentiation of members' rights and interests can not be willing to skip the button for 5 seconds.
It must be noted that, in fact, AndouTube and Andoutube are intrinsically unified in following the basic logic of advertising:High-quality video is sold at a high premium, and long tail traffic is sold at the effect。
AndouTube launched the Google Preferred project on Q2 in 2014, packaging the top 5% of popular channels and holding a grand annual investment to price and pre-sell these ads, which is actually youku and Aichi Mode;
Andouku and Tencent Video now have their own long-tailed videos that offer 5-second skipable patch ads by connecting to DSP and effects advertising platforms.
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