Subversive cognition: Why AndouTube ads are making more money by looking at only five seconds, Weibo Commercial Product Manager in-depth analysis.

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Author: Wei Xi,Posted in the PMCAFF Community, please contact the original author for reprinting

Warning:AndoutubeSkippable ads, although extremely subtle (after reading you know), but in fact did not to the extent of perverse fear; As an ad PM, this title party behavior is to optimize click-through rate.The opening article is clear article belongs to the title party, now like me the conscience of the author has not many, quickly poke attention ah!

There are some Internet products: you think it's simple, even stupid, but in fact it's designed to be subtle and thoughtful.AndouTubeThe5A second-skipable patch ad is such a unique existence.

A lot of science online partners will findAndoutubeThe advertisement in the5Seconds later there's a skip button, and the ad disappears immediately after clicking, and users who get used to being raped by the domestic video site's extra-long ads exclaim: "That's reallyTMThat's cool!

Many people intuitively judge this: Google is the conscience of the planet, for the user experience can sacrifice commercial interests, compared to the excellent soil, aiqi art this kind of move120Seconds of advertising's charming slut is 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, inAndoutubeSearch for "I'm a Singer," a two-hour video21In-place ads, which obviously have a good relationship with the focus on 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, 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! Andes, advertisers really like this kind of advertising product, which seems counterintuitive, but you can see the story of the analysis below.

1. Improve the true exposure of your ad: "Because you want to skip, you must stare"

Because you subconsciously want to skip ads, this5Andou don't walk away in seconds, you don't just walk away, you're going to stare at the ad, that's5Within seconds, the ad's arrival rate was 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,AndouTubeGet users with a simple skip button5All the attention in seconds, so that the mechanism effectively increases the true exposure of your ads.

This is a world apart from the advertising of domestic video sites, in Andouku to see a120Seconds of 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 pomegranates.. Wait....... God-horse ghost...So if you're on the front post,120Seconds to sell4Post, the first and last post price will be higher than the second, and third post, advertisers are not stupid, they will not drink water for you to pay high costs on the bathroom.

TwoBetter assessment of ad quality: you areAndouTubeFree Ad Quality Judge

Another obvious advantage of skipped ads is that advertisers add a dimension to measure the quality of their ads, it is clear that its ad was skipped by the user in the second second, and in the7Seconds skip or in the no.23Seconds of skipping accurately reflect the attractiveness of your ad.

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 you love 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 hit rate of the patch generally does not exceed2%case, leaving up to98%Users know nothing about the true behavior and attitude of advertising, and it's a black box.

AndouTubeThe skip button turns into a key to pry open the black box., it adds an extremely real interaction, and this magic button can be either negative feedback (jumped on the way) or positive feedback (stick to read), providing an effective space for advertisers to optimize their ads.

Don't look down on this indicator, when there is this indicator, you can redirect the crowd watching near completion (the next drop is directed to someone who has already generated some kind of interaction) andLook alike(The other is recommended based on the characteristics of one known part of the population.) Click is the target customer, after reading is the potential customer,SoAndouTubeBy adding this little skip button, let thousands of his users become its free ad quality judge, you skip it, it peeps you, think very scary!

Three, only pay for the real viewing: "If the user skips,AndouTubeDon't take your money."

If your ad is skipped, thenAndouTubeand won't take your money,Only your ad has been shown.30Seconds or playback complete (the ad length is less than30seconds) you need to pay, soAndouTubeName this ad "TureviewAds", i.e. you only pay for real viewing.

Advertisers are highly supportive of this form of auction advertising, paying only for people 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, they2016In the year ofAndouTubeThe cost is126Billions of dollars is enough to explainAndouTubeThe powerful appeal of advertising.

No need to pay for invalid skips undoubtedly gives advertisers inKingA friendlier experience in computing, budget controlwhich explains why manyAndouTubeNet red often in the video called on everyone not to skip the previous post ads, because skipped the advertiser does not pay, the broadcaster of course there is no advertising division.

Hearing this, many people start edgan to say that they charge more than three seconds for a Facebook video ad.AndouTubeIt's too thick!

In fact, it's not about the way it is, it's different bidding, and it doesn't mean you'reAndouTubeThe cost of running video ads must be more thanFacebookLow.

Bid by Exposure, Press3Seconds play the auction, press "play complete" bid is only three different bidding methods, of course, these three bidding methods 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 skin of walnuts 20 pieces a catty, walnuts 40 pieces a catty(The three prices are bound to increase in the case of full competition.)

Andou 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 that you won't pick walnuts, you pick the good, you'll earn,This nut-picking skill corresponds to an important concept called "Creative Optimization" in the auction ad, i.e.CTROptimisation"And the following topics will continue to talk about under such a mechanism,AndouTubeHow to get advertisers to create friendly ads.

Fourth, reject the "slaughter dragon treasure knife point to send": from the underlying mechanism to encourage excellent advertising ideas

Andou must have seen it at Andouku or Aichi.Slaughter dragon treasure knife point to send”、“I'm Zhang Liangying, I'm inXxPage tour waiting for you"So the creative quality is very poor page travel ads, this is the reason for the God horse?" One important reason is that Andouku, Ai Qiyi's stickers are priced for sale,One drawback of pricing advertising is that advertisers don't have the incentive to optimize their ad ideas.

Advertiser Flower100In case one day to buy an open-screen ad, no matter how bad the material will be online, he has no motivation to improve his material, because even if the material click-through rate is high he pays money is100million stoain doesn't become because of the high cost of click-through50Wan (strictly speaking, advertisers from the perspective of overall return sedation is motivated to optimize pricing of advertising, but pricing advertising will not be from the cost mechanism to encourage advertisers to optimize the material), so "slaughter dragon knife point" came!

ButAndouTubeThis kind of ad by the play to complete the auction 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,AndouTubeHow is this mechanism implemented?

Take a simplified model: let's assumeAndouTubeThe amount played in a day is only100TimesNike and Aldi both bid, Nike's play completion rate10%and, while Adi is1%, both bids1Money to buy a play complete, then Google will out of which? Nike, of course, because100The second ad player will give Nike he can earn10money, and to Adi can only earn1Money, Adi must complete a bid for a play in order to win the auction10Anduan, 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.InAndouTubeOn a variety of novel ideas to improve the completion rate of the game, Opel car is a good case, its ads and skip button play a game, this idea at the Cannes Advertising Festival won the award:
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.

Okay, that's all.AndouTubeTake an important reason to skip ads, write here, many people will have a huge question is:

Are they stupid? This is not really! "We do not allow other countries to say anything about the path we choose." Andouku, Ai Qiyi choose is a Chinese characteristics of the video commercial development path, the specific reasons are the following three points:

FirstAndouTubeAnd Andouku, Aichi in the business model and business model in the nature of the difference

To put it simply,AndouTubeIsUGCVideo sites, while Andouku and Aichi are video sites.AndouTubeThe above video is basically a user contribution, and the domestic video site is a high-priced purchase of quality copyright content. If you have to bid, the domestic video site is actuallyHuluNetflixHBOThese video services, which specialize in broadcasting movies and episodes.

Each user's status is different when watching a different video, and we divide the two states into "high wake- and low-wake" statesThe evening ads and Super Bowl halftime show ads 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, the Super Bowl is "high wake-up" state, he has a strong desire to watch the show and desire, So at this time the effect of advertising will be good, in Andouku to see the variety of deer, watch Sun Andu's series, watch Wu Jing's film is this "high wake-up" state.

The result of the "high wake-up" status is that content has premium rights to advertisers, sign a "Moon Biography", advertisers will be flocking to sell, 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.

AndouTube is not the case, its videos are basically made by users, where you can't see the new Fox hit movies orHBOThe latest 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 with the exception of a small amount of super-network red, users watching AndouTube videos are in a "low wake-up" state, i.e.AndouTubeExtremely efficient video recommendation mechanism sits constantly, passing boredom, andVideo is extremely long in distribution(Like the head.500Movie dramas account for far more viewers thanAndoutubeto be high).

So the amount of a single video will be much smaller than Andouku, Aichi Art, so that the brand advertisers when the pursuit of the two most important factors: quantity and quality, AndouTube is not dominant, if it is also like Andoulove Qiyi pricing sales, the most likely result is very low sales rate, at the same timeECPMIt's also very low.

So AndouTube'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 AndouTube sitting on premium video resources at the top of the pyramid, pricing without skipping and selling high prices, while AndouTube is a long-tailed video that appeals to advertisers with skipable effect ads.

Second, the technical genes and media genes also determine the two ways of selling in a certain sense.

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 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 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,The premise of playing the auction is that there are a lot of 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, but also established the earliest business model of China's video site - in the advantage of resources to sell pre-posted, and this model continues to this day, buy a "list", users came, advertisers also came, how good!

Today, we went to Andouku, Ai Qiyi's 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.


Third, domestic video sites must protect the interests of members

Users spend 20 yuan to open a Tencent video membership, the most direct role is to skip ads,If Tencent goes 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 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.

Andoutube doesn't have this bag, starting with family video clips of kittens and puppiesAndOutube hasn't had a membership service for quite some time because it doesn't have much boutique content for members to watch at the beginning of the year, and it didn't start until 2015 when it bought some large-scale copyrighted content12.99Knife's membership business -AndouTube Redand not doing very well,2016annual income of only5%。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, AndouTube and AndouTube are intrinsically unified in following the basic logic of advertising: high-quality videoistated at high premium prices, long-tailed traffic sold at effect auctions.

AndouTube 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 Andouku, 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.

Road to Jane, the same way!

Author's profile: Wei Xi, Sina Weibo advertising product manager, PMCAFF columnist, is committed to analyze the basic logic, ideas and techniques of Internet advertising.

The article was posted onModify