Some thoughts on YouTube advertising model
During this time abroad, the pipeline became my closest friend every day, learning English to read the business model of political listening……had to admire the powerful algorithms of the pipeline, many recommended videos andUP The Lord is very to my liking. In addition, compared to the domestic video portal, the pipeline advertising model makes me feel very comfortable, will not produce too much boredom, for several phenomena I observed, I would like to express some ideas from the product perspective:
第一个比较有趣的现象是，油管的广告可以五秒钟之后点击跳过。五秒钟时间不短也不长，从我个人用户心理体验来讲，就五秒钟而已等一下就可以跳过了，相比优爱腾动则一分钟往上的广告，我通常是不会定坐在屏幕前看的。从我个人的行为来看，油管五秒钟的广告效用更强。再者，五秒钟后可跳广告对用户而言很像是一种超市试吃行为，你可以先体验观看五秒钟再来决定要不要继续看下去，不得不承认国外不少广告的创意、制作以及观赏感都是强于国内广告的，我是一个对广告包容度很低的人，但油管上的不少广告会让我选择继续看下去，没办法，有的广告真的做出了悬疑片的感觉，让人好奇究竟是在宣传什么样的产品。此外歪个题，油管的广告应该是定点投放的，我发现有时候插入的广告和我观看的视频内容关联度很强，我没有去调研这背后是因为广告主与youtuberThe fixed-point delivery conducted by the contact is still based on the powerful algorithm function of the pipeline, at least from the results, the fixed-point delivery in advertisers, content creators, viewers, the three-way benefit.
In the process of jumping the ad, I found the second magic of the pipeline advertising. There was a time when I should have pressed the "skip the ad" button in time, the ad was automatically broadcast, who expected it to automatically give me the next ad. I wonder why viewers who watch the entire ad in its entirety pay more time than those who jump out of the ad in five seconds, and why do they continue to "force" such audiences to watch more ads? Naked pick soft persimmon pinch ah! So I got linked to an economic model.—Price discrimination. By choosing to skip advertising, the pipeline can screen the audience's tolerance of advertising, for those with a higher tolerance of advertising, will automatically be distributed to them to more ads, that is, such viewers see more ads will not particularly affect their perception.
The last interesting advertising phenomenon is that ads will be run at the end of the video, it is reasonable to after the end of the video by the ad viewing rate is bound to not be high. But according to my observation that this kind of advertising is usually short and flat mainly, a few seconds to end, that is, you are too late to close the page window, this ad is basically finished, so see the stitchto to achieve the "forced viewing" purpose.
YouTubeTo become the world's largest video site does have a lot to learn from, the domestic business model of Yu Aiten and the pipeline is still very different, now, the domestic video portal is more like an Internet-based television station, the platform pays for the introduction of resources, the source of income depends on advertising fees and membership fees (suddenly strange, I do not know that this membership model will not appear with the platform influence penetration rate after the continuation of the expansion of the cable TV fee payment model)
For now,BThe operating model of the station and the pipeline has something in common, butBStation after all, or rely on secondary culture to start, can see this piece has been alsoBStation brand core, the site home page is not "private customization" or emphasis on the business philosophy of the secondary sub-community. So, as far as my personal experience is concerned,BStation recommendation content is not enough to meet my expectations, do not know whether the algorithm is not good enough or because of the concept of website management problems. All in all, the pipeline really uses its algorithms and content to successfully contribute more views to it than any other video site. So the problem is, in the long run,BIf the station wants to increase profits, is it time to strengthen its secondary sub-community positioning or to go to secondary meta-metastasis? The above thoughts are all from my personal experience, and do not do in-depth information inquiries, want to answerBStation problems have to search for information first.
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