Non-television survival of network video advertisement

"Before 2010, internet advertising spending 10 dollars will have 1 dollars streaming into the video ads." "says David Hallerman, an analyst at the US Market Research Institute, emarketer. Safa-Lashchi, an analyst at the prestigious American Internet Research Institute Piper Jaffray, shares the same view with him, noting that video advertising will be the main driver of online advertising.

"Before 2010, internet advertising spending 10 dollars will have 1 dollars streaming into the video ads." "says David Hallerman, an analyst at the US Market Research Institute, emarketer. Safa-Lashchi, an analyst at the prestigious American Internet Research Institute Piper Jaffray, shares the same view with him, noting that video advertising will be the main driver of online advertising.

According to emarketer, a research report on online video shows that 2006 US network video advertising has reached 410 million U.S. dollars market size, in 2007 will reach 775 million U.S. dollars, and 2010 will reach 2.9 billion dollars; the corresponding data show that the 2006 China Network video advertising scale also reached 250 million yuan, in the next few years, the annual growth rate will reach 60 %。 So people are full of confidence to call 2007 "The Year of network video advertising."

the TV Puzzle Bureau of network video advertisement

For many emerging video sites, video advertising is its main profit model. Video advertising is different from the traditional text ads, can be rich in images, sounds, movements and other elements in the first time to attract the attention of the audience, and a rich audio-visual feeling to leave a more profound impression and memory. Therefore, the video advertisement also occupies the more and more important position in the network advertisement.

Unfortunately, the video ads that appear on the current video site are not much different from television commercials. At present, the popular advertising on the video site is embedded advertising (in-stream AD), the so-called embedded advertising refers to the video playback in the process of advertising or advertising spots. In front of a video playback of the patch ads known as the front-type (pre-roll) patch ads, played after the video is called back-type (post-roll) ads, and some in the video broadcast during the period, known as Gap-type (mid-roll or interstitial) ads. However, the current video site in front-type (pre-roll) patch advertising accounted for the majority. Advertising is usually about 15-30 seconds long, when users wait for the video buffer to start playing, forced to play. From the advertising content and the length of the advertisement and put the form, this is undoubtedly a copy of the TV ads. It is also the same as television commercials in enforcing viewers ' ratings.

But it turns out that this kind of TV advertising piracy is not the best choice of network video advertising, and the problems in the process of actual communication are becoming more and more prominent.

A recent study by the US Research institute Forreste Research found that 80% of online video viewers said that placing ads before or after the video was annoying. Netizens prefer to watch video on sites that do not have such ads, because YouTube is viewed as a kind of interruption to users without setting up such ads. And the 15-second and 30-second standard TV commercials are not appropriate for online video advertising, many experts say the 30-second ad is too long for less than a two-minute online video, said Pam Horan, chairman of the Online Publishing association. "Consumers ' patience is capped at 10 seconds." ”

This shows that, from the actual delivery effect, the network of television advertising piracy behavior, is not ideal. This one-way, extensive, intrusive form of advertising, with today's open, democratic, user-centric, user-focused network environment is very uncoordinated, will be unable to get the user's identity and make the spread of the effect of a large discount, will also dampen the enthusiasm of advertisers.

Therefore, the video site to be in the foreground of the attractive network video advertising market share a cup of soup, must be from the network of video advertising TV pirated copy of the puzzle to get out of the form of advertising innovation.

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