Depth . . . What kind of magical existence is the perspicarcity of the perm of YouTube skipping ads?

Author's profile: WeiXi, sina Weibo advertising product manager, is committed to analyzing the basic logic, ideas and techniques of Internet advertising. If you want to see the author's follow-up more in-depth good article, please pay attention to the author WeChat public number: "Wei Xichat ads (weixiads)”。


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 YouTube's five-second skipable patch ads are such unique.


Many small partners of science online will find that Youtube ads in 5 seconds after a skip button, click the ad immediately disappeared, used to being raped by the domestic video site's ultra-long ads users exclaim: That's great!


Many people intuitivejudgment: Google is the conscience of the planet, in order to user experience can sacrifice commercial interests, compared with the domestic video site this kind of 120-second advertising of the charming goods are 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 counterexamples will be a minute face, on Youtube search "I am a singer", a two-hour video can have 21 ads, which obviously and focus on the user experience good not god horse relationship.

The middle yellow dot is where the ad is inserted

Since user experience is not the first consideration for Youtube to set the skip button, is the God-horse factor 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! Yes, advertisers really like this kind of advertising product, which seems counterintuitive, but you can see the story of the analysis below.



Boost the ad's true exposure: "Because you want to skip, you have to stare"


Because you subconsciously want to skip the ad, so within 5 seconds you won't walk away, you don't just walk away, you will focus on the ad, that is, within 5 seconds, the ad arrival rate is very 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,YouTube uses a simple skip button to get the user's full attention in 5 seconds, effectively increasing the true exposure of your ads.


This is very different from the domestic video site ads, in Youku 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-blogging, shopping grass and pomegranate. . . God-horse ghost... 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 the third paste, advertisers are not stupid, they will not drink water for you to pay high costs on the bathroom.




Better assessment of ad quality: You're a free ad quality judge on YouTube


Another obvious advantage of skipped ads is that advertisers add a dimension to measure the quality of their ads.It knows exactly how attractive your ad is in the second sand, whether it skips in the 7th second or skips in the 23rd.


This is the true quality of the ad indicators, there is no more detailed than this data to show the degree of excellence of a patch ads,The click-through rate of the patch is the result ingest of the ad's performance, while the skip time is the process indicator of the ad's performance.


Domestic love of the odd art can not skip the patch completely can not do this, it only knows which people exposed to, also know who clicked, but the overall patch click rate generally does not exceed 2%, leaving up to 98% of users of the true behavior of the ads and attitude of Youku know nothing, is a complete black box.


YouTube's skip button becomes a key to pry open the black box, adding an extremely real interaction that can be either negative feedback (jump-on-horse) or positive feedback (stick to reading), providing effective space for advertisers to optimize their 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 similar to it based on the characteristics of some known people). Click is the target customer, after reading is the potential customer, soBy adding this little skip button, YouTube has turned thousands of its users into its free ad quality judges, and you jumpOver it, it peeps at you, pondering extremely fearful!



Pay for live viewing: "If the user skips, YouTube won't take your money"


If your ad is skipped, YouTube won't take your money.You'll only have to pay if your ad plays 30 seconds or finished playing (the ad is less than 30 seconds long).So YouTube named the ad "Tureview Ad", which means you only pay for a live watch.


Advertisers are highly supportive of this form of auction advertising, paying only for those who are really interested in the ad, and collecting information about people who are not interested in the ad, so the advertiser experience is really very friendly. Their $12.6 billion spend on YouTube in 2016 is a sign of the power of YouTube ads.


The need to pay for invalid skips undoubtedly provides advertisers with a friendlier experience in ROI computing and budget control, which explains why many YouTube networks often call on people in videos not to skip pre-post ads, because skipping advertisers don't pay, and advertisers certainly don't have ads.


Hearing this, many people began to say, compared to the Facebook video ads read more than 3 seconds to charge, YouTube is too generous!


Otherwise, it's not about the way it's done, it's about different bidding methods, and it doesn't mean you're going to have a lower cost to run video ads on YouTube than Facebook.


By exposure bidding, by 3 seconds to play the auction, by "play to complete" bidding is only three different bidding methods, of course, these three bidding from the advertiser-friendly degree 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 outer skin of walnuts 20 pieces a catty, walnuts 40 pieces a jin (full competition situation these three prices are bound to increase).


You may feel the most economical thing to sell walnuts from the shopping experience, but you certainly won't feel the most generous way to sell walnuts from the price, you will certainly count, if four kilos of fresh walnuts peeled out more than a kilo of walnuts, then you must buy fresh walnuts;


The key is whether you will pick walnuts, you pick good, you will earn, this kind of pick walnut this skill in the auction ads corresponding to an important concept called "creative optimization",That is, "CTR optimization", the following topic will continue to talk about how YouTube allows advertisers to produce friendly ads under such a mechanism.



Reject "Slaughter Dragon Knife Point Send": Encourage Excellent Advertising Creativity from the Underlying Mechanism


You must have seen in the domestic video site "slaughter dragon treasure knife point to send", "I am Zhang Liangying, I am in XX page tour waiting for you" such a poor creative quality page tour ads, this is the cause of God horse? An important reason is that Youku, Ai Qiyi's stickers are priced for sale, one of the disadvantages of pricing advertising is that advertisers do not have the motivation to optimize advertising creativity.


Advertisers spend 1 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 and not because the high click rate into 500,000 (strictly speaking, Advertisers from the perspective of overall return sedation is the motivation to optimize pricing creatives, but pricing advertising will not from the cost mechanism to encourage advertisers to optimize the material), so "tulong treasure knife point" on the send!


But YouTube this kind of play to complete the bid ads can be from the mechanism to encourage the target to actively optimize the idea, the better the creative, the higher the playback completion rate, the lower the cost of advertising,How does YouTube do this?


Take a simplified model: Let's say you're only available for 100 shows a day on YouTube, Nike and Aldi are bidding, Nike has a 10% finish rate, and Aldi is 1%, both of which will Google come up with for a $1, a play-off? Of course, Nike, because this 100 ads player will give Nike he can earn 10 yuan, and to Adi can only make 1 yuan, Adi in order to win in 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 is such a mechanism, let advertisers to optimize their advertising performance, and strive to let everyone do not skip ads, to increase their playback completion rate, thereby reducing the cost of bidding. Opel is a good example of the all-new ideas on YouTube that have boosted playback completion rates, and its ads and skip buttons play the game, winning the prize at the Cannes Advertising Festival:

The advantage is that many of Google's ads are very easy to watch, very story-telling, and this in turn increases the visibility of the ads, so that the user's experience improves, and now you understandThe user experience is not that skip button, but is enhanced by advertisers optimizing ideas, and the improvement of the user experience is only a by-product of the skip button.


Well, that's why YouTube takes a big part in skipping ads, and writing here, a big question for many people is:

YouTube has such a good advertising model: users, advertisers, platforms win! So why don't domestic video sites follow suit?

Are they stupid? This is not really! "We do not allow other countries to say anything about the path we choose." Our video site has chosen the path of commercialdevelopment of video with Chinese characteristics for three main reasons:

1. YouTube and Youku, Aichi in business model and business model in the nature of the difference

Simply put, YouTube is a UGC video site, while Youku and Aichi are video sites.Videos on YouTube are mostly user-contributed, while domestic video sites are high-priced premium-bought boutique copyright content. If you have to bid, the domestic video site is actually Hulu, Netflix, HBO, these specially broadcast movies, episodes of the video services.


Each user's status is different when watching a different video, and we divide the two states into "high wake-up" and "low wake-up" states.The ads for the Spring Festival Evening and Super Bowl halftime shows are expensive, not only because they see more people (Facebook is surely more online at the same time), but more importantly, the state of the audience watching the Spring Festival Evening and the Super Bowl is "high wake-up" state, he has a strong desire and desire to watch the show, So at this time the effect of advertising will be good, in Youku to see the variety of deer, watch Sun Yu's series, watch Wu Jing's film is this "high wake-up" state.


The result of the "high wake-up" status is that the content has a premium right to advertisers.Sign a "Moon Biography", advertisers will be eager, do not worry about selling, so do not need to sell the effect of advertising, 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 together.


YouTube is not the case, its videos are basically made by users, where you don't see the new Fox hit movies or the latest HBO episodes. Despite the rapid rise of professional video MCN institutions over the years, the overall production is becoming more and more specialized, but professional film and television companies still have a big gap, the average video quality will be objectively relatively mediocre.


So in addition to a small amount of super-net red, users watching YouTube videos are a "low wake-up" state, that is, under YouTube's extremely efficient video recommendation mechanism constantly refreshed, boring time, and because ofVideo is extremely long in distribution(The head 500 movie series, for example, account for far more time to watch than Youtube).


Therefore, the amount of individual video will be much smaller than Youku, Aichi Art, so that the brand advertisers when the pursuit of the two most important factors: quantity and quality, YouTube is not dominant, if it is also like Youlove Qiyi pricing sales, the most likely result is very low sales rate, and ECPM is very low.


So YouTube's strategy is that since you can't sell a premium brand ad, sell the effect ads, charge the final effect, and serve the person with the result.


In one sentence covered:The business model determines the advertising model, with YouTube sitting on premium video resources at the top of the pyramid, pricing without skipping and selling high prices, while YouTube is a long-tailed video that appeals to advertisers with skipable effect ads. 


2. Technical genes and media genes also determine the two ways of selling in a sense

Google is undoubtedly a technology company, and its bid advertising system, AdWords, was already an efficient money-printing machine before it acquired Youtube in 2006, and has long been a smart driver on the algorithmic optimization of bidding ads and the click-through rate estimation model.


More importantly, in the process Google has accumulated a large number of advertisers who recognize 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 in December 2010 when Google launched Tureview ads, It is logical to choose a bidding mode, and its advertisers are large enough to support it in forming a bid queue long enough.


And now Youku, 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 Youku's Gu Yongxuan 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 gradually fade away at the same time also established the earliest business model of China's video site - in the advantage of resources to sell pre-post, and this model continues to this day, buy a "List", the user came, Advertisers are coming, too, how good!


Today, we go to Youku, 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, the domestic video site is an online television station.


3. Domestic video sites must protect the interests of its 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 not so obvious, directly affecting the attractiveness of the member business.


You know, Youku, AiQi art's membership accounts for nearly a fifth of its revenue, in the first half of 2016 alone, the number of aichi art members more than 40 million, this revenue, if lost, directly affect its financial situation.


Youtube doesn't have this baggage, youtube, which started with family video clips such as kittens and puppies, hasn't had a membership service for a long time, because it doesn't have much quality content for members to watch at the beginning of the year. YouTube Red, a membership business that charges $12.99 a month, didn't perform well until 2015, when it bought some large-scale copyrighted content. Therefore, the domestic video site from the point of view of protecting the differentiation of members' rights and interests is also reluctant to skip the button for 5 seconds.





It must be noted that, in fact, YouTube and China's video sites in accordance with the basic logic of advertising is intrinsically unified: high-quality video sold at high premium prices, long-tail traffic sold at the effect of the auction.


YouTube launched the Google Preferred project on Q2 in 2014, packaging the top 5% of its top channels and holding a big annual investment to price these ads, which is actually Youku, The Aichi Model; Tencent Video now also has its own long-tailed video by accessing DSP and effects advertising platform sending out 5 seconds of skipable patch ads.


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