Edited . . . Midnight Sugar
There are some Internet products: you think it's simple, even stupid, but in fact it's designed to be subtle and thoughtful.YouTube's 5-second skipable patch ad is such a unique existence。
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 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, and the truth is far from that simple.Google's focus on user experience, casually pick out some counterexamples will be a minute to face, on YouTube search "I am a singer", a two-hour video can have 21 medium-sourced ads, which obviously and focus on the user experience has no connection.
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 has been settled by exposure, but how many people are actually watching after exposure has been a monitoring difficulty in the advertising circle,YouTube effectively increases the true exposure of your ad by getting the full attention of the user in 5 seconds with a simple skip button。
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, very likely to do other things: drink water, brush friends circle, brush micro-blogging, shopping grass and pomes. . . 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.
Better assessment of ad quality: You're a free ad quality judge on YouTube
Another obvious advantage of skipping ads is:Let advertisers add a dimension to measure the quality of their ads, he knows exactly how attractive his ad is in the second sand, whether it's skipped by the user in the second second, or in the 23rd second.
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 skipping 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, in 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 video platform is not known, is a complete black box.
YouTube's skip button turns into a key to pry open the black boxand it adds an extremely real kind ofInteractive behaviorand this magic button can be both negative feedback(Jump ingress), or positive feedback(Insist on reading)provides effective space for advertisers to optimize ads.
Don't look down on this indicator, when there is this indicator, you can watch the crowd close to completion to doRedirect(The next delivery is directed to someone who has already generated some kind of interaction)AndLook alike(Recommends another group of people who are similar to a 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 that thousands of users have become its free ad quality judge, you skip it, it peeps you, think very afraid!
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., only your ad plays to 30 seconds or play complete(Advertising length less than 30 seconds)You only have to pay, so YouTube has named the ad "Tureview Ad", which means you only pay for real-life 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. Advertisers' experience is really friendly from this point of view, and the $12.6 billion they spent on YouTube in 2016 is a testament to 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 has no ad 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!
In fact, it's not about the way it's done, it's just a different way of bidding, 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.
Theoretically, the overall unit cost is consistent in the context of full competition.(Detailed logic on bidding costs is not repeated here)。
Raise a chestnut: fresh walnuts 10 pieces a jin, peeled off the skin of walnuts 20 pieces a jin, walnuts 40 pieces a catty(The three prices are bound to increase in the case of full competition)。
You may feel that selling walnuts from the shopping experience is the most trouble-saving, but you certainly will not feel from the price of the most generous sale of walnutkernels, 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 pick this skill corresponds to an important concept called "creative optimization" in the auction advertisement, i.e. "CTR optimization".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 is that Youku, AiQi's patches 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 will not because the high click rate into 500,000(Strictly speaking, advertisers have the motivation to optimize pricing creatives from the perspective of overall returns, but pricing ads do not encourage advertisers to optimize the material from a cost mechanism), so "slaughter dragon treasure knife point on the send" came!
But YouTube this kind of play-to-play-complete ding-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.
So 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 Google will choose 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, 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 as to improve the user's experience.
The so-called user experience does not come from 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.
Well, that's why YouTube takes a big part in skipping ads, and writing here, many people have a big question:
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:
YouTube and Youku and Aichi have essential differences in business models and business models
To put it simply,YouTube is the UGC video site, while Youku and Aichi are the 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 Spring Festival Evening Ads and Super Bowl Halftime Ads sell expensive, not least because they see more people.(Facebook is definitely more online at the same time)More importantly, the audience is watching the Spring Festival Evening, the Super Bowl when the state is "high wake-up" state, he has a strong desire to watch the program and desire, so this time the effect of advertising will be good. In The Yu Ai Teng to see the variety of deer, to see Sun Yu's series, to see 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 with the exception of a small amount of super-net red, users are in a "low wake-up" state when watching YouTube videos. That is, under YouTube's extremely efficient video recommendation mechanism to constantly refresh, boring time, while the video in the distribution of extremely long tail(For example, the head 500 movie TV series accounts for a much higher proportion of the total viewing time than Youtube)。
Therefore, the amount of playback of a single video will be much smaller than Youku, Aichi Art, so that brand advertisers when the pursuit of the two most important factors:Quantity and quality, YouTube is not dominantIf it were also priced like Ukip, the most likely result would be a very low sales rate and a very low ECPM.
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.
In one sentence covered:The business model determines the advertising model, with YouTube sitting on premium video resources at the top of the pyramid, pricing without skipping and selling high prices, while YouTube is a long-tailed video that appeals to advertisers with skipable 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 bought 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,Choosing a bidding mode is also logical, and its advertisers are large enough to support it to form 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 competing.。
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 belongs to Tencent's online media business group.
These media people soon found a shortcut to seize the user's length - giving up UGC, blood-slicing copyright content, and the video content ecology is gradually fading and established the earliest business model of China's video sites - in the advantage of resources to sell pre-post edgy。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.
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 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, and YouTube, which started with family video clips such as kittens and puppies, hasn't had a membership service for a long time, because it didn't have much of a boutique content to watch in the first place. 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.
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 its top channels and holding a big annual investment to price these ads, which is actually Youku, The Aichi Model; Tencent Video is now also rolling out its own long-tailed videos by connecting to DSP and effects advertising platforms for 5 seconds of skipable patch ads.
Part of the article source: Wei Xichao ads
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