Sohu Video Exhausted "mind" to explore business model "Taiwan Network linkage" + "big play Marketing"

Trainee journalist

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Sohu Video recently announced that it is airing the TV series "Mind" on the line, has been with the five major industry advertisers reached deep cooperation, in the future will be mining other resources, so that the advertisers waiting to be put to benefit. "This model creates the largest ad revenue in the field of online video. Sohu Video CEO Deng Ye the China Economic Times said in an interview.

"Taiwan Network Linkage" + "big play Marketing"

At present, many of the medical industry has become the focus of attention, which to a certain extent for the "mind" ratings climbed to provide a boost. However, the play by many advertisers are in hot pursuit of the reason is inseparable from its marketing model.

"and Tianjin satellite TV Alliance, we in the investment stage adopted a cross-platform bundled marketing approach." According to Deng Ye, the two sides jointly held the "mind" Advertising investment resources promotion meeting in March this year, both sides in the use of their own platform to promote the advantages, but also in the subway station, the Airport advertising screen launched a large number of ads.

In addition, the two sides of the production team also jointly recorded the "Mind Drama Archives", "The Game tonight," and other programs, for the audience to interpret the play behind the scenes. "This series of cross-platform matrix Marketing promotion makes the play completely show the first hot trend." We call this marketing strategy a combination of network linkage and big play marketing. ”

"This marketing approach has achieved tangible results. The play after the first nine days, on-demand rate has been over billion, and firmly occupy the Sohu video watch the top of the list. "Deng Ye said. Sohu Video provides data shows that the play on the day of Tianjin satellite TV in the synchronous premiere of "Mind" of the four satellite TV occupy the first place. "Light from The advertiser's industry coverage can be seen in this marketing model of success, of course, this and" mind "their own quality content. ”

An industry personage analysis, this pattern has certain advanced. Now "Taiwan Network linkage" has become a common phenomenon in the industry, single media has been unable to meet the needs of the reality, the difficulty of attracting more and more, the market needs "media army", which is often said that the whole media marketing communication.

Network linkage mode in the marketing communication coverage of the spread of the crowd: television is mainly used to cover the older audiences, and the network is mainly used to cover the younger audiences. This has great benefits for media investment.

Can it be replicated?

Can this mode be replicated?

"This pattern is very difficult to replicate. Sohu said, has been in the industry more than 10 years of Sohu video with entertainment DNA, for the entertainment industry has a very keen sense of smell, has already opened up the industrial chain of all aspects. Plus Sohu is a full media matrix platform, from the portal to search to micro-blog to input method to video, can be carried out matrix marketing. This is a simple video site can not have the advantage. ”

From Sohu Video "Mind" marketing means, it is actually in the network linkage based on the use of the ground and homemade program of the two-tube promotion.

"Taiwan network linkage has been widely adopted in the industry." "an analyst said, in addition to Sohu, Tudou, Youku, popular network and other major video sites have been through action to express the favor of this model.

The importance of ground promotion and homemade programming has also become a consensus in the industry, and most video sites have the power of ground promotion and homemade programming. Just, can do Sohu video "Mind" marketing such intensity, it is to other video site strength and strategy of a test.