Advertising Shield Strategy

Recently a period of time, the network Exposure network video advertising shield strategy, for a while by all the discussion. Many netizens are flocking to these raiders at the same time, there are not part of the people began to think about the network video advertising screen behind the various problems.

One, the video advertisement Shield whole strategy to cause netizens to cheer

In today's society, the network video resources more and more colorful, network bandwidth is also more and more wide, which gives the development of network video provides a good opportunity, the number of users of the network video is also increasing. Recently, the SARFT Network Audio-visual management division director Lo Jianhui in the speech, 2012 China's network video users have reached 450 million, the total number of users in the country accounted for more than 70%.

It should be admitted that the network video advertising comprehensive performance ability, at home and abroad are increasingly becoming the most sought-after form of advertising. Most netizens also feel that online video is free and good-looking, and can indeed become a better pastime.

Paradoxically, the network video site to survive, advertising natural, and there is a rising price trend. At this time, many netizens often tangled in one thing: can see more good network video at the same time, do not see or less to see the network video ads.

In this context, there are many netizens pondering how to bypass the network of video advertising, so the so-called "network video advertising shield" came into being. The author read and validated these "Raiders", found that can really play a better role.

Summed up, these shielding network video advertising methods are: 1, installed directly with shielding video ads browser: such as 2345 browser, it does not need to install any plug-ins, but it is said to be able to intercept 14 video sites of 15 seconds, 30 seconds, 45 seconds or 58 seconds of advertising; 2, To install a masking plug-in in a related browser: For example, for Google Chrome users can be in the site up and down relevant plug-ins in the shielding video ads, it is said that currently only filter Youku and potatoes video ads, 3, the use of specialized advertising shielding software, 4, through the charge of money to obtain the right to no advertising video.

Second, netizens cheer behind the video advertising effect is questioned

Heard that some netizens watched the network video ads shielding the entire strategy, the joy, cheering finally resolved their watching video process for a long time of trouble. Indeed, at least one of the methods is relatively simple, the average netizen can easily handle, this and the previous relatively complex shielding method has a huge difference.

It should be said that netizens ' actions and cheers are understandable, not to mention Chinese netizens. Impression, in addition to the Chinese netizens can fully accept in the shop to pay for things to buy, play games to buy props to pay, other online applications to do everything possible with free, including app downloads, E-books, watching news, of course, including watching video.

Based on this situation, it is always much more difficult to promote pay-per-view video in China than it is imagined. As a result, video sites have to rely on a variety of forms of advertising to support the free service, the simplest of the network video advertising is a patch ad, both before, after or after the video broadcast ads, which video broadcast before the most ads.

However, after the above network video advertising shielding methods were released, advertisers began to be reluctant, and many of them began to question the effect of online video advertising: Why not many users want to see the network video ads?

Indeed, if the embedded network video ads because of the jump and into the plot and lead to user resistance is relatively less, then the patch-type network video ads are pushed on the cusp-users do not want to see, cast what use?

Although, in recent years due to the promulgation of the Canton decree, many advertisers will be transferred from TV ads to the network video, but if the network video ads are also no one to see, then what effect? Is it necessary to get into online video? Some people even question: Can network video advertising precision be able to vote for the people who love to see?

Third, the video advertisement is screened to torture the advertisement billing mode

In the discussion of the accuracy and effect of network video advertising, the author also noted another problem: if many netizens learn to screen video advertising, then the video advertising billing (per thousand people exposure cost) mode is seriously questioned and tortured.

One of the most acute problems was proposed: Does the network video site CPM calculate the number of playback times when there is no moisture? Of course, before answering this question, admittedly, many video sites are already looking for ways to prevent the Internet video ads from being blocked (of course excluding paid members from advertising interference), but this seems to be a long-term problem, Because "villains, outsmart".

For CPM to calculate the number of advertising playback mode, temporarily can not eliminate the water does not exist. For example, in principle the video of the number of ads played with the video itself is roughly the same number of times, but the user screen video after the thousand, then the total number of ad playback will be more? For example, pay free from advertising interference in the case, whether there will be the total number of ADS broadcast the case? It was even suggested that Video site to collect the members of the money, but no less than the number of statistics ads played. Some of the platform to cooperate with the video site (such as micro-blog) to play video and no ads, then the total number of ads will be played more?

As mentioned earlier, many people scramble to learn how to block online video ads, some people have begun to question the effect of the biggest ad in online video, plus the number of times it may exist, so it is possible to understand why the ad billing model for online video sites is being tortured and raises a problem is online video advertising cost worth so much money?

How should network video website make a difference?

In addition to a lot of questions raised above, we can not help but ask: Network video site How to do? I think there are at least a few things to do:

First, the public network Video web site CPM calculation of the number of advertising playback methods. At the very least, it should be answered explicitly: Has the blocked advertisement been counted into the total number of playback times? is the ad that is paid to see is also counted into the total number of playback times? is the advertisement which the platform does not see to the micro-blog also be counted into the total playback times?

Second, make full use of the accumulated users to browse the data, to explore the real precision of the high push mode. At present, the same video is almost all different people look at the same ads (excluding random occurrences), how does this reflect precision? I hope to make good use of large data technology, fully explore the habits of different users, and thus push the real targeted ads.

Third, efforts to improve the network video advertising cost-effective. Although the price is determined by the market, however, if the effect is vague, the number of ads play a suspected moisture, then users are willing to cast a large number of ads to network video network? Feel the current network video patch advertising price has been almost, and then more than the internal strength, such as the precision of the above mentioned excavation, to improve cost-effective.

In fact, the network video advertising is a three-party game-netizens want to try to free and no ads to watch, advertisers want low prices and good results, network video sites want to have more users, so you can raise prices. However, this game is bound to achieve a certain balance in order to form a total win. At least the current pattern is a bit messy, do not rule out the network video site in the anti-shielding to increase the strength to give advertisers a reasonable "account".

(Author: Chen Yongdong, China's top ten bloggers, email: cyd888@sina.com)