YouTube ads can be skipped in 5 seconds, why not?

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Many of the kids who like you to take to YouTube videos will find that many bloggers will call on people not to skip the ads at the beginning of the video so they can get ad-sharing.

Have you ever wondered why you can skip a YouTube ad in five seconds? Don't YouTube make money from advertising?

Of course not! This "can be skipped" ad is the secret of YouTube to make money!You want to know why? Take a look at this article!


Many small partners of science online will find that Youtube ads in 5 seconds after a skip button, click the ad immediately disappeared, used to the domestic video site ultra-long ads rape users exclaim: Really TM cool!



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, 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.


Searching On Youtube for "I'm a Singer", a two-hour video with 21 mid-channel ads, is clearly 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.



Five-second increase in exposure

Because you subconsciously want to skip the ad, you won't walk away in 5 seconds, and you'll not just walk away, you'll stare at the ad. That is:Within five seconds, the ad's arrival rate was extremely 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.


Low arrival rate of domestic advertising

This is a far cry from the advertising of domestic video sites.


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. . .


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 to go to the bathroom.



New metric: Skip duration

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 7th 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.


Open the key to the black box.

Domestic you love the odd art of non-skipping patches can not do this. It only knows which people it exposes to and who clicks.


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, it adds an extremely real interaction.


This magic button can be either negative feedback (jumped on the way) or positive feedback (stick to read). It provides effective space for advertisers to optimize your 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 adds this little skip button,Let thousands of users become its free advertising quality judge.


You skip it, it peeps at you, think about the extreme!



Pay-per-view

If your ad is skipped, YouTube won't take your money.You'll only have to pay if your ad plays for 30 seconds or finished playing (the ad is less than 30 seconds long).


So YouTube named the ad "TrueView Ad," which means you only pay for a live watch.


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 of view, the advertiser experience is really very friendly. Their $12.6 billion spending on YouTube in 2016 speaks to the powerful appeal of YouTube ads.


No need to pay for invalid skips undoubtedly provides advertisers with a friendlier experience in ROI computing and budget control.


This also explains why many YouTube networks often call on people not to skip previous post ads in videos. 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!


In fact, it is not the way, but a different way of bidding. And that doesn't mean you're going to have less to do with you on YouTube than Facebook.


By exposure auction, by 3 seconds to play the auction, by "play finish" bid is only three different ways to bid. 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).


Pick walnuts and ad creative optimization

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 don't think it's the most generous thing to sell walnuts at a price, you're sure to count:


If four kilos of fresh walnuts peel out more than a kilo of walnuts, then you must buy fresh walnuts;


The key is that you won't pick walnuts, you pick goodAnd you'll earn it. Inside this.The nut-picking skill corresponds to an important concept called "creative optimization", or "CTR optimization" in auction advertising.


The following topic will continue to talk about how YouTube allows advertisers to create friendly ads under such a mechanism.



Pricing ads

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. Is this the cause of the 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 poor the material will be online. He has no incentive to improve his material.Even with a high click-through rate, he pays $1 million instead of half a million.


Strictly speaking, advertisers have the incentive to optimize pricing creatives from the perspective of overall returns. But pricing ads doesn't encourage advertisers to optimize their material in terms of cost mechanisms.


So "slaughter dragon treasure knife point to send" came!


Bid Ads


But YouTube's 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 your ad.


How does YouTube do 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?


Nike, of course, because the 100-time ad player will give Nike 10 yuan he can earn, and give Aldi only 1 yuan, Adi in order to win 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:



The advantage of this is that many of Google's ads are very resistant and very story-telling. This in turn increases the visibility of your ads, improving the user's experience.


Now you understand that the user experience is not the skip button, but the advertiser's optimization of the idea to enhance,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, a big question for many people is:


YouTube has such a good advertising model,

Users, advertisers, platforms, win-win!


So why domestic video sites,

Such as Tencent Video, Youku, Aichi,

Don't follow up?


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 as follows:



UGC website and film and television website

To put it simply,YouTube is the UGC video site, while Youku and Aichi are the film and television 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.


The spring evening ads and Super Bowl halftime shows sell expensive, not least because they see more people (Facebook is surely more online).


What's more, the audience is "high lying" when they watch the Spring Festival And the Super Bowl, and he has a strong desire and desire to watch the show, so the ad will work well.


In Youku to see the variety of deer, watch Inge's series, watch Wu Jing's film is this "high wake-up" state.


Business model determines advertising model

The result of the "high wake-up" status is that content has premium rights to advertisers, sign a "Moon Biography", advertisers will be in a hurry, do not worry about selling.


So you don't need to sell performance ads, advertisers know the effect. In addition to buying your time, advertisers need to link their brands with LuLu, Sun Wei and Wu Jing.


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 watching YouTube videos are a "low wake-up" state.That is, in YouTube's extremely efficient video recommendation mechanism to constantly refresh, to pass the boring time.


At the same time, due toVideo is extremely long in distribution(For example, the head 500 movie Series account for far more time to watch than Youtube), so the amount of video slots on a single video will be much smaller than Youku and Aichi.


In this way, the brand advertisers when the pursuit of the two most important factors: quantity and quality, YouTube is not dominant, if it is also like you love the odd art 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.



Google's technology genes

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.


What's more, in the process, Google has accumulated a large number of advertisers who approve of its bidding model.


These advertisers are not just 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 by the time Google launched its TrueView ad in December 2010,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.


Media Genes for domestic websites

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. Tencent video is already owned by Tencent's online media business group.


These media people quickly find a shortcut to capturing user time:


Abandoning UGC, blood-slicing copyright content, and video content ecology gradually fade away at the same time also established the earliest business model of China's video sites -Sell pre-patch on advantage resources.


And this model continues to date, buy a "list", users came, advertisers also came, how good!


Today, we go to Youku, Ai Qiyi's advertising page has several pages of media quotations, this quotation and portal quotations and TV station quotations are similar.


In this sense, the domestic video site is an online television station.



Domestic website membership revenue ratio is significant

Users 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 and Aichi's memberships account for nearly a fifth of all their revenue. In the first half of 2016 alone, the number of members of Aichi Art exceeded 40 million.


If this income is lost, it will have a direct impact on its financial position.


YouTube members have a small share of revenue

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 doesn't have much quality content for members to watch at the beginning.


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 thatIn fact, YouTube and YouTube are intrinsically unified in following the basic logic of advertising: high-quality videoisted at high premium prices, long-tailed traffic sold at 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 offering to price and pre-sell these ads, which is actually the Youku and Aichi models.


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.


Road to Jane, the same way!


Author . . . Weixi 

Weixi, Sina Weibo advertising product manager, is committed to analyzing the basic logic, ideas and techniques of Internet advertising.

Public No. Wei Xichat Ad (ID: weixiads) 

:: Thanks to the author for authorizing the reprint


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