Why is Ukip's advertising for 120 seconds and YouTube's only 5 seconds?



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 of the small partners of Science Online will find that youtube ads have a skip button in 5 seconds, and the ads disappear immediately after clicking, accustomed to being raped by the domestic video site's extra-long adsHu: That's great!

Many people can intuitively judge this:Google is the conscience of the planet' enterprises, in order to user experience can sacrifice commercial interests, compared to the excellent soil, Ai Qiyi this kind of moving 120 seconds of advertising, 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.


It's aThe 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.



1

Because you subconsciously want to skip the ad, so in 5 seconds you won't walk away, you don't just walk away, you're going to stare at the ad, that is,Within 5 seconds, the ad's arrival rate was extremely high.


For a long time, brand-type advertising has been settled by exposure, but exposureafter that there were a lot of people actually watchinghas been a monitoring difficulty in the advertising community,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 something else: Drink water, brush friends circle, brush micro-blogs, shopping grass and pomegranates. . . and so on... 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.



2

Another obvious advantage of skippable ads is thatAdvertisers 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 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,So YouTube has turned thousands of its users into its free advertising quality by adding this tiny skip buttonMeasure the judge, you skip it, it peeps at you, think very afraid!



3

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.


Press by exposure, play bid by 3 seconds, press Play Complete"Bidding is just three different ways to bid, and of course, these three bidding methods must be progressive from the advertiser's friendliness.


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.



4

You must have seen it at Youku or Aichi."Slaughter dragon treasure knife point to send", "I am Zhang Liangying, I am on XX page tour waiting for you"Such a very poor quality of creative page travel ads, this is the cause of god horse?


One important reason is that Youku, 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.



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' ads, which are auctioned to complete, can encourage users to actively optimize their ideas.The better the creative, the higher the playback completion rate, the lower the cost of the adHow does YouTube achieve this?


Take a simplified model:


Let's say YouTube has only 100 shows a day, Nike and Aldi are bidding, Nike has a 10% finish rate, and Aldi is 1%, both of which bid for a $1 to buy a play finish.So which one will Google come out of?


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, in order toReduce your own playback completion rate to reduce your bid costs


Opel is a good example of the all-new ideas on YouTube that have boosted playback, with its ads and skip buttons playing the game, and the idea won big 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 youUnderstand that the user experience is not that skip button, but through advertisers to optimize the idea to promote, 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:



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 is a Chinese characteristics of the video commercial development path, the specific reasons are the following three points:



1

First, YouTube and Youku, Aichi have the essence of the business model and business model is fundamentally different.


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- and low-wake" 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 a 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, 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,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 models determine advertising patterns.YouTube is home to premium video resources at the top of the pyramid, with prices that can be sold at high prices, while YouTube is a long-tailed video that appeals to advertisers with skip-able effect ads.




2

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 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 find a shortcut to capturing user timeAbandoned UGC, blood-stitched copyright content, in 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-patch。 And this model continues to date, buy a "list", users came, advertisers also came, how good!


Today, we went to Youku, 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.



3

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.


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.



Conclusion

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 the Google Preferred project on Q2 in 2014, packaging the top 5% of popular channels, holding a grand investment each year to price and pre-sale these ads, which is in fact Youku, Aichi Mode;Youku and Tencent Video now have their own long-tailed videos by accessing DSP and effects advertising platforms by launching 5 seconds of skipable patch ads.


Avenue to Jane, the same way


— End —


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: weixiadsf




Recent activities that market participants should focus on:

1, class sand dragon



No money, no resources, how to low-cost planning to detonate the market?

18 November (Saturday)Shanghai


2, Department of the course

"New Media Marketing Training Camp"

10 weeks of continuous online learning

September 20 - November 29


3, the line under the gathering


The fourth anniversary celebration of Nanjing Branch of the Marketing Department Network is invited to join hands!

Saturday, November 18


4, line down the course


Industrial Branding and Low-Cost Marketing Strategies

Dec 01-02 (Fri,Sat) Shanghai


5, line down the course


"Structural Thinking Thought Training Camp" officially opened

December 16-17 (Saturday, Sun) Shenzhen


6, item recruitment


Marketing International Association Marketing Director (CME) Registration Certification

November 24-26 (Fri-Sun) Beijing

December 08-10 (Fri-Sun) Shenzhen


Click on the original text to watch more marketers' essential courses online!