You think you can skip a YouTube ad 5 seconds for user experience? Wrong!


Chasing the drama when we are often the domestic video site advertising torture, less dozens of seconds, more minutes! On the other hand, you can skip a video ad on YouTube in just 5 seconds, do you think YouTube's ad can skip just for the user experience?


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.




To this many people intuitive judgment: Google is the conscience of the planet enterprise, 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, you're wrong, the truth is far from that simple,Google pays attention to the user experience, casually pick out some counterexamples will be a minute to hit the face,Search for "I'm a Singer" on Youtube, a two-hour video with 21 mid-channel ads, which is clearly related to the focus on 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.


First, improve the true exposure of advertising:

"Because you want to skip, you have to stare."


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 arrival rate is very high.For a long time, brand-type ads are settled by exposure, but after exposure, there are many people really watching has been a monitoring difficulty in the advertising circle, YouTube through a simple skip button to get the user's full attention within 5 seconds, so as to effectively improve the real exposure of the ad in the mechanism.


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.


Second, to better assess the quality of advertising:

"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, knowing clearly that their ads were skipped by users in the seconds, skipped in the 7th second or skipped in the 23rd second to accurately reflect the attractiveness of the ads.


This is the true quality of the ad indicators, there is no more detailed than this data to show the excellent degree of a patch ads, the click rate of the patch is the result of the ad performance indicators, and skip the length is the ad effect of the process indicators.


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 watching is the potential customer, so YouTube by adding this small skip button, let him thousands of users have become its free ad quality judge, you skip it, it peeps you, think very afraid!


Third, only for the real viewing to pay for:

"If the user skips, YouTube won't take your money"


If your ad is skipped, YouTube won't charge you, and 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 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.


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).


The price of different walnuts is 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 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.


Four, reject the "slaughter dragon treasure knife point to send":

"Encouraging good advertising ideas 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? 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-play 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 achieve this mechanism?


Adi's poor material will be at a disadvantage in the bidding


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:


Vicon


The advantage is that many of Google's ads are very easy to see, very story-telling, and this in turn increases the visibility of the ads, so that the user's experience improves,Now you understand that the user experience is not that skip button, but by advertisers optimizing ideas to enhance, 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! Youku, Ai Qiyi choose is a Chinese characteristics of the video commercial development path, the specific reasons are the following three points:


First, YouTube and Youku, Aichi has the difference between 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 they watch a different video.We divide these 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.



"High wake-up" state resulting in the result of content to advertisers have a premium right, 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, it's constantly refreshing, spending time boring, and because videos are extremely long-lasting in terms of distribution (such as the head of 500 movie dramas accountford for a much higher proportion of the total viewing time 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.


To put it on the line: the business model determines the advertising model, and YouTube is a high-quality video resource 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 a skipable effect ad.


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, 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.


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 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.



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 tail traffic is sold at the effect


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.


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.