Reprinted from PRview
Do you think YouTube's patch ads can skip just for the user experience? Wrong, the reason behind the detailed fear!
Many of the small partners of Science Internet will find that youtube ads have a skip button in 5 seconds, and the ads disappear immediately after clicking, and users who are used to being raped by the domestic video site's extra-long ads exclaim:That's so good!
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, ai Qiyi this kind of moving 120 seconds of advertising the charming slut is much stronger!
But is that really the case? If you really think so, you're wrong, the truth is far from that simple, google pays attention to the user experience, casually picks out some counterexamples will be a minute to face, on Youtube search "I am a singer", a two-hour video canThere are 21 medium-seated adsThis is obviously not about focusing on the user experience.
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 price of the first and last stickers will be higher than the second and third postsAdvertisers aren't stupid either, they won't pay a high price for drinking water to go to the bathroom.
Better assessment of ad quality: You're a free ad quality judge on YouTube
Another obvious advantage of skipped ads is:Let 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 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 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 time the drop is directed to someone who has already generated some kind of interaction) and Look
alike (recommends a similar population based on the characteristics of one known part of the population). Click is the target customer, after reading is the potential customer, so YouTube by adding this small skip button, so thousands of his users have become its free ad quality judge,You skip it, it peeps at you, think about it!
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 only have to pay for your ad to play 30 seconds or finish playing (the ad is less than 30 seconds long), so YouTube has named it "Tureview Ad", which means you only pay for live viewing.
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.
No need to pay for invalid skips undoubtedly provides advertisers with a friendlier experience in ROI computing and budget controlThis also explains why many YouTube networks often call on people in videos not to skip the previous ad, because skipping advertisers do not pay, the broadcaster of course no advertising division.
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 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.)
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 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", or "CTR optimization" in the auction ad.The following topic will continue to talk about how YouTube allows advertisers to create 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 Youku or Ai Qiyi "Tulong Bao knife point send", "I am Zhang Liangying, I am in XX page tour waiting for you" such a very poor creative quality page tour ads, this is the cause of God horse? One important reason isYouku, 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-finish 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 advertisingHow does YouTube achieve 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's such a mechanism,Let advertisers work hard to optimize their advertising performance, and strive to let people 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 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 YouTube takes a big part in skipping ads, and writing here, a big question for many people is:
Are they stupid? This is not really! "We do not allow other countries to say anything about the path we choose."Youku, Ai Qiyi choose the path of video commercialization with Chinese characteristicsThere are three main reasons for this:
YouTube and Youku, Aichi have the essence of business model and business model
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, and the spring evening ads and Super Bowl halftime ads are selling expensive, not only because they watch more people (Facebook is definitely online), and more importantly, Audience in the spring evening, watching the Super Bowl when the state is "high wake-up" state, he has a strong desire to watch this program and desire, so this time the effect of advertising will be good, in Youku to see the variety of deer, watch Sun Yu's episodes, 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.
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, youTube's extremely efficient video recommendation mechanism constantly refresh, boring time, Also because videos are extremely long-term in distribution (for example, the head of 500 movie dramas accounts for far more time to watch than Youtube).
Therefore, the amount of single video playback will be much smaller than Youku, Aichi Art, so that the brand advertisers when the pursuit of the two most important factors:Quantity and qualityYouTube doesn't have an advantage, and if it's priced like Youtube, the most likely outcome is a very low sales rate and a very low ECPM.
So YouTube's strategy is,Since you can't sell brand ads with a premium, then sell the effect ads, according to the final effect of the charge, to serve people with the results.
In one sentence covered:Business model determines advertising modelYouTube is home to high-quality video resources at the top of the pyramid, with prices that can be sold without skipping, while YouTube is a long-tailed video that appeals to advertisers with skip-able-effect ads.
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 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,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 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 quickly found a shortcut to capturing user time----- Give up UGC, blood-slicing copyright content,In and video content ecology gradually away from the same time also established the earliest business model of China's video site - in the advantage of resources to sell pre-patch, and this model continues to this day, buy a "list", users come, advertisers also come, 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.
Domestic video sites have to protect the interests of its 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.
You know, Youku, Aichi's membership accounts for nearly a fifth of all its revenue, light in the first half of 2016,The number of members of Aichi Art is more than 40 million, and if this revenue is lost, it will have a direct impact on 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. It wasn't until 2015 that some large-scale copyrighted content was purchased that the membership business, which charges a monthly fee of 12.99 Knives,YouTube Redand not doing 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 is also reluctant to skip the button for 5 seconds.
It must be noted that, in fact, YouTube and YouTube are intrinsically unified in following the basic logic of advertising:High-quality video is sold at a high premium, and long-tailed traffic is sold at the effect auction.
YouTube launched Google in Q2 in 2014
The Preferred project, packaging the top 5% of the popular channels, held a grand annual investment to price and pre-sale these ads, which is actually Youku, Aichi mode, and Youku, Tencent Video now also their own long-tailed video through access to DSP and effect sing platform by the way to launch 5 seconds can skip the patch ads.
Road to Jane, the same way!Author's Profile:
Weixi, Sina Weibo advertising product manager, is committed to analyzing the basic logic, ideas and techniques of Internet advertising. To see the author's follow-up in-depth good article, please pay attention to the author WeChat public number: "Wei Xichat ads", or direct WeChat search: weixiads
About Internet Data Officer (iCDO)
Chief Data Officer
(iCDO) is an industry-neutral platform focused on Internet data analysis and applications, designed to provide Internet data practitioners, enthusiasts, service providers and brands with the world's leading, freshest and most valuable industry dynamics, industry events, product introductions, technical analysis, and Internet data industry-related recruitment information.
Currently, we are recruiting original and information team volunteers. If you are willing to become a member of the iCDO volunteer team, you can add the iCDO founder Song Xing teacher's micro signal: sxwuda2nd, look forward to data analysis enthusiasts to join!
[Extra! ] Extra! 】
At present, our website has been brand-new, more comprehensive fresh information, more self-help recruitment release, enjoy trying! (Copy as follows link to open in browser)