YouTube can skip ads, Youku, Aichi artists why can't learn?


Tiger Sniffer: This article was retweeted from WeChat's public number, "Wei Xichat Ad" (ID:weixiads), originally titled "Think-sappy YouTube skips ads, author: Wei Chao. Tiger Sniff is authorized to reproduce.


There are some Internet products that you think are simple or even stupid, but in fact it's designed to be so subtle and thoughtful that YouTube's 5-second skip-the-post ads are such a unique existence.


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 ad "rape" users exclaim: It is really TM cool!


YouTube's Skipable Ads


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 those in the domestic 120-second advertising of the charming slut is 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 For "I'm a Singer" on YouTube, a two-hour video with 21 mid-channel ads, apparently has nothing to do with 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, what exactly is driving Google to do so? The answer is to make money.


Wait, do you have the money to make? Do advertisers like their ads being skipped? Yes, advertisers love this kind of advertising, too, which may seem counterintuitive, but you can see what's going on with the analysis below.


1. Improve the true exposure of your ad: "Because you want to skip, you must stare"


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 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, which 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.


This is a far cry from the advertising of domestic video sites. In Youku look at a 120-second patch ad, from the ad jumps out of this moment your eyes will immediately loose, you are very likely to go to do other things: drink water, brush friends circle, brush micro-blogging, shopping grass and gargantu. . . so Youku's front post if it is 120 seconds to sell 4 posts, the first and last post 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.


Better evaluation of ad quality: You are you 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, it knows exactly how attractive your ad is in the second sand, whether it's skipped by a user in the second sand, 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 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 Youku, Ai Qiyi's non-skip able-to-skip patch ads can't do this at all, it only knows which people were exposed to, and also know who clicked.With the overall patch click-through rate generally not more than 2%, the remaining 98% of users know nothing about the true behavior and attitude of the ad, which is a black box.


YouTube's skip button turns into a key to pry open the black box, adding an extremely real interaction, and this magic button can be both negative feedback(Jump ingress), or positive feedback(Insist on reading it), provides an effective space for advertisers to optimize ads.


Don't look down on this indicator, when there is this indicator, you can redirect the crowd watching near completion(The next delivery is directed to someone who has already generated some kind of interaction)和Look alike(Recommends another group of people who are similar to a known part of the population)。 Click is the target customer, after watching is the potential customer, so YouTube by adding this small skip button, so thousands of users have become free ad quality judge - you skip it, it peeps at you, think about it!


Three, just pay for real viewing: "If the user skips, YouTube won't take your money"


If your ad is skipped, Then YouTube won't charge you, only your ad plays 30 seconds or plays it 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. The advertiser experience is really friendly at this point, with $12.6 billion spent on YouTube in 2016, which is a testament to the power of YouTube advertising.


The fact that you don't have 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 not to skip 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!


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 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 in terms of advertiser friendliness.


In theory, the overall unit cost in the case of full competition is actually consistent(Detailed logic on bidding costs is not repeated here)。 For example: 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)


The price of different walnuts is bound to increase


You may feel that the shopping experience for the selling point of walnuts the most trouble-saving, but you certainly will not feel that the price as the selling point of the most generous, 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 whether you can pick walnuts. If you pick it well, you'll earn, and pick walnuts a skill that corresponds to an important concept called "creative optimization" or "CTR optimization" in your auction ads. Let's continue to talk about how YouTube allows advertisers to create friendly ads under such a mechanism.


Fourth, reject the "slaughter dragon treasure knife point to send": from the underlying mechanism to encourage excellent advertising ideas


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, what is the cause of this?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, but not because the high click rate into 500,000(Advertisers consider the overall return and have the incentive to optimize pricing of your creatives, but pricing ads do not encourage advertisers to optimize the material from a cost mechanism), so "slaughter dragon treasure knife point on the send" appeared.


But YouTube, which is a show-by-play-completed ad, can encourage the target to actively optimize the idea from the mechanism, the better the creative, the higher the playback completion rate, 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? Nike, of course, because the 100-time ad player will give Nike, Google can make 10 bucks, and Aldi can only make 1 yuan. Aldi must complete a bid of 10 yuan for a play in order to win the auction, i.e.Play 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 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. Now you understand.User experience enhancement is not because of the skip button, but by advertisers optimizing ideas to enhance, user experience improvement is only a by-product of the skip button.


That's why YouTube takes a big part in skipping ads. See here, many people will have a question: Youku, Aichi art why not follow up? Youku, Ai Qiyi choose is a Chinese characteristics of the video commercial development path, the specific reasons are the following three points:


1. YouTube and Youku, Aichi have the essence of the 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 watching a different video, and we divide the two states into "high wake-up" and "low wake-up" states, and the ads for the Spring Festival Evening and Super Bowl halftime shows are expensive, not least because they see more people.(Facebook is definitely more online at the same time)。 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.


The state of the user watching the video is different


The result of the "high wake-up" state is that the content has the right to a premium to advertisers, sign a "Moon Biography", advertisers will be eager to sell, so do not need to sell the effect of advertising. Advertisers know the effect, in addition to buying your time, advertisers 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, youTube's extremely efficient video recommendation mechanism is constantly refreshed, boring time, and because the video is extremely long-term distribution(For example, the head 500 movies and TV shows account for a much higher proportion of the total viewing time than YouTube)


So the amount of playback of a single video will be much smaller than Youku, Aichi, so that brand advertisers only pursue the two most important factors:quantity and quality.YouTube has no advantage in either, and if it sells at the same price as Yougov, the most likely result is 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 a nutshell: The business model determines the advertising model, and YouTube is a long-tailed video that attracts advertisers with high-quality video resources at the top of the pyramid.


Second, the technical genes and media genes also determine the two ways of sale 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.


What's more, in the process, Google has accumulated a large number of advertisers who approve of its bidding model, not just small and medium-sized businesses. Brands such as Procter and Gamble and Coca-Cola were already important customers of Google in 2006, so by the time Google launched its Tureview ad in December 2010, it was logical to choose a bidding model, and its advertisers were big enough to support it in forming a long enough bid queue.


And now Youku, Aichi art on the top advertisers are basically SKA customers, a small number of brand advertisers is difficult to support their to establish a bidding model, play bidding premise is that there are many people to compete. On the contrary, the pioneers of domestic video sites, whether from Sohu out to create Youku's Gu Yongxuan, or from Bertelsmann out to create the potato Wang Wei, they all have a strong media gene, and Tencent video is already the rate of Tencent's online media business group.


These media people quickly found a shortcut to taking advantage of user time - giving up UGC, blood-slicing copyright content, and video content ecology is gradually fading away from the establishment of China's video site's earliest business model - in the advantage of resources to sell pre-sale patches. And this model continues to date, buy a "list", users came, advertisers also came, how good ah!


Today, we go to see youku, Ai Qiyi advertising page, there are several pages of media quotations, this quotation and portal quotations and TV station quotations are the same.From this point of view, the domestic video site is an online television station.


Third, domestic video sites to protect the interests of members


Users spend 20 yuan to open a Tencent video membership, the most direct role is to skip advertising. 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, starting with family video clips such as kittens and puppies, and for a long time there was no member service, because it didn't really have much quality content to watch at first. YouTube Red, a membership business that charges $12.99 a month, was launched only after buying some large-scale copyrighted content in 2015. However, the membership business did not perform well, accounting for only 5% of total revenue in 2016. Therefore, the domestic video site from the point of view of protecting the differentiation of members' rights and interests to consider, but also reluctant to skip the button for 5 seconds.


Conclusion


It must be noted that, in fact, YouTube and Youku, Aichi art in the basic logic of advertising is intrinsically unified: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 now also has its own long-tailed video by accessing DSP and effects advertising platform, launched 5 seconds can skip the patch ads.


Road to Jane, the same way!


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: weixiads


:: The article is an independent opinion of the author and does not represent the position of Tiger Sniffer.com




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