YouTube ads can be skipped in 5 seconds, don't rush to like, the truth is not as simple as you think


Author . . . Weixi



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 little partners of Science Online will find that youtube ads have a skip button in five seconds.Ads disappear as soon as you clickUsers who are used to being raped by the domestic video site's extra-long ads exclaim:That's so good!

There's a Skip Ads button in the lower right corner of the Youtube player

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, you're wrong.The truth is far from that simple.


Google's focus on user experience, casually pick out some counterexamples will be a minute to face, in youtube search "I am a singer", a two-hour video can have 21 medium-octane ads, which obviously and focus on the user experience good god-horse relationship.

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!


That's rightAdvertisers really like this kind of advertising product.This may seem counterintuitive, but you can see the context of the analysis below.



One

Increase your ad's true exposure
"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 five seconds, the ad's arrival rate was extremely high.


For a long time, brand-type advertising has been settled by exposure, butAfter the exposure, there are a lot of people who are actually watching has been a part of the ad worldMonitoring difficulties, YouTube uses a simple skip button to get the user's full attention in 5 seconds, soEffectively improve the true exposure of your ads on a 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 third paste,Advertisers aren't stupid either.They won't pay a high price for drinking water in the bathroom.



Two

Better evaluation 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, knowing that their ads were skipped by users in the seconds, skipping in the 7th second or skipping in the 23rd second accurately reflects the attractiveness of the ad.


This isThe truth of the adReal quality indicators, there's no better way to show the excellence of a patch ad than this data.The click-through rate of the patch is the result ingest of the ad's performance, while the skip length 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, and also know who clicked.


However, the overall patch click-through rate generally does not exceed 2%, the remaining as many as 98% of users of the real 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, whichAdds an extremely real interactionThis magic button can be both negative feedback(Jumping immediately),It can also be positive feedback.(Insist on reading it),Effective space for advertisers to optimize ads


Don't look down on this indicator, when there is this indicator, you can watch close to completeCrowds do redirects(The next delivery is directed to someone who has already generated some kind of interaction) and Look Alike(The other is recommended based on the characteristics of one known part of the population.)


Click yesTarget customersAnd after reading it's yes.Leadsso YouTube lets himThousands of users have become it.Free Ad Quality JudgeAnd you skip it, it peeps at you, and think about it!



Three

Pay only for real-life viewing
"If the user skips, YouTube won't take your money"


Such asIf your ad is skipped, Then 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 Ads", that is,You just have to pay for real viewing.


Advertisers are highly supported by this form of auction advertising, paying only for people who are genuinely interested in the ad, and collecting information about people who are not interested in the ad.


From this point on, advertisers are really friendly, and their 2016 spending on YouTube is$12.6 billionThat's enough to sayThe power of YouTube ads


You don't have to pay for invalid skipsNo doubt to advertisers in ROI calculation, budget control provides a more friendly experience, which explains why many YouTube network red often in the video call edd people do not skip the previous patch ads, because skipping advertisers do not pay, the broadcaster of course no ads divided.


Hearing this, many people began to say, compared to the Facebook video ads read more than 3 seconds to charge, YouTube is too generous!


Actually it's not, it's not about the thick, it's not aboutDifferent ways to bidThat doesn't mean you're spending less on video ads on YouTube than Facebook.


Bid by exposure, play bid by 3 seconds, bid by Play CompleteIt's just three.Different ways to bidOf course, these three ways to bidFrom the advertiser friendliness must be progressive relationship


In theory,Full competition in the case of the overall unit cost is actually consistent(Detailed logic about the cost of the bid 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).

You may find it the most time-saving to sell walnuts from the shopping experience, but you certainly won't find it the most generous to sell walnuts at a 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 isWould you pick walnuts?And, if you pick good, you'll earn, and the nut-picking skill in this corresponds to an important concept in the auction ad called "Creative optimization","i.e.CTR optimization"。 The following topic will continue to talk about how YouTube allows advertisers to create friendly ads under such a mechanism.



Four

Reject "Slaughter Dragon Treasure Knife Point Send"
Encourage good advertising ideas from the underlying mechanism


YouMust have seen it at Youku or Aichi."Slaughter dragon treasure knife point to send”、“I'm Zhang Liangying, I'm waiting for you on XX page tour"So the creative quality is very poor page travel ads, this is the reason for the 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。 (Editor's Note: These patches of Ukip are also sold on the effect

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's ads that finish their bids by playing can go from the mechanismEncourage the people to actively optimize the idea, the better the creative, the higher the finish rate, the lower the cost of advertising.


How does YouTube do 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?


Nike, of course, because the 100-time advertising player will give Nike he can earn 10 yuan, and give Adi can only make 1 yuan, Adi in order to win the auction must complete a play to complete the bid of 10 yuan, that is,Play completion rate determines the cost of advertising bidding

It's such a mechanism,Let advertisers work hard to optimize their ad performance, and try to keep everyone from skipping 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 eye-catching, very story-telling, and this andIncreased ad-lookingThusImprove the user's experienceNow that you understand that the user experience is not the skip button, but by advertisers optimizing ideas to enhance,Improvements in the user experience are only a byproduct 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:


First, YouTube and Youku, Aichi has the difference between business model and business model


JaneTo say,YouTube is the UGC video site, while Youku and Aichi are the video sites


The videos on YouTube are basicallyUser contributionand while the domestic video site isHigh-priced purchase of fine 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, and we divide the two states into "High wake-up"Status and"Low wake-upState, Spring Evening ads and Super Bowl halftime ads sell expensive, not least because they see more people (Facebook is surely more online).


What's more,The state of the audience watching the Spring Festival Evening and the Super Bowl is "High Awakening"He has a say in this show.Strong desire and desire to watchso this timeThe ad will work., in Youku to see the variety of deer, watch ingress, watch Wu Jing's film is this kind ofHigh wake-up"State.


The result of the "high wake-up" state isContent 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 with the exception of a small number of super-network stakes, users watching YouTube videos are a "Low wake-up"The status of youTube's extremely efficient video recommendation mechanism is constantly refreshed,Pass boredom, and because the video 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 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 charge, to serve the results of people


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.


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


ValleySong is no doubt a technology company that was already an efficient money-printing machine before it bought Youtube in 2006.In the algorithm optimization of the auction ads, click-through rate estimation model has been light car familiar road


What's more, in the process Google has accumulatedLarge number of advertisers who approve their bidding modelThese 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 The Tureview ad, the choice of bidding mode is logical, its advertisers size is large enough to support it to form a long enough bid queue.


And now Youku, Tencent video accounted for the majority of advertisers are basicallySKA 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 out.Shortcuts to preempt ingest user time——Abandon UGC, Bloody Copyright Content, and video content ecology is gradually fading away at the same time also established the earliest business model of China's video sites -Sell pre-posts on advantage resources, and this model continues to this day, buy a "list", users came, advertisers also came, 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


UseCustomers spend 20 yuan to open a Tencent video membership,The most direct effect 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 revenuesIn the first half of 2016 alone, the number of members of Aichi Art exceeded 40 million.If this income is lost, it directly affects its financial position.


Domestic video sites even VIPs still have "recommended ads" with "opt-off"


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. SoDomestic video sites from the point of view of protecting the differentiation of members' rights and interests can not be willing 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 Google Preferred in Q2 in 2014, packaging the top 5% of its top channels.Hold a grand investment every year to price pre-sale these adsThis is in fact Youku, Aichi mode, and Youku, Tencent Video now also their own long-tailed video through access to DSP and effect advertising platform by the way to launch 5 seconds can skip the patch ads.


Road to Jane, the same way!




Author's Profile: Wei XiSina Weibo Advertising Product Manager, is committed to analyzing the basic logic, ideas and techniques of Internet advertising.



Editor's Note

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The words you said.


Source: Wei Xichao (id:weixiads)

Original title: Think-in YouTube skips ads

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