How attractive is online video to marketers?

When marketers no longer focus on the community's media purchases, and no longer respond to sales rep calls, they have focused on http://www.aliyun.com/zixun/aggregation/11158.html > online video. Surveys show that users are increasing their use of online video, which means more relevance to the video.

A recent report from ComScore on video services says US internet users have browsed more than 12 billion online videos in May, up 45% from May 2007. The most attractive video sites include Google's YouTube, the Fox Interactive Media, Yahoo website and Microsoft video website.

The rapid rise of Hulu is a good case if the data don't convince you that Internet users are so enthusiastic about online video. The website is a joint venture between NBC and News Corp, offering a full version of the radio and television show and free movie shows. Although Hulu was founded in mid-March, it was ranked tenth in April by Nielsen's top ten video sites, with 63 million videos and about 2.5 million independent views. And Google Video did not enter the top ten list. Hulu again topped the tenth place in May, the top ten American video sites selected by ComScore, which has 88 million independent video browsing times.

In fact, research has found that video is a complete part of many users ' online behavior, especially for young people under 30 years of age. Last December, Harris Interactive survey showed 65% of American internet adult users watching YouTube videos and 42% users regularly visiting YouTube sites. More than One-third of online video viewers (half of them aged 18-24) said they enjoyed watching "cool online video" and discussed the video with friends.

Just as often, a media can breed a host of followers, and video creates some very interesting opportunities for media buyers. We can choose from two kinds of opportunities.

To align with content aggregators

Some marketers put their brands with video aggregators or some commercially valuable sites (such as some of the main videos on YouTube) because of the traffic, where they can get a lot of video and potential customers. Some well-known brands like General Mills and Pepsi want to advertise on YouTube. Other brands took part in a meeting of unofficial advertising trends held by Google this February. To fix the status of the Youbute video kingdom.

According to the commentary in the New York Times, "Advertisers like General Mills use YouTube as a natural bridge that can lead us from the way we work in the past to the way we believe in the future." In response, Google executives highlighted the commonality and diversity between YouTube and television: YouTube is working with some video providers that upload specially crafted content that goes well beyond the self-help content videos of users who have links to the site, In addition, YouTube users are more participatory than traditional offline TVs.

Brand Purchase

The alternative, of course, is to buy ads on websites that can make their own video content. This method can directly calculate the site's existing brand capital and user affinity. Text ads that surround the content of branded sites will benefit from positive feelings. Advertising and video content publishers can also benefit from them.

On the other hand, the content released by the video content publishers is very limited, which requires advertisers to focus on selecting the right type of video, which means that a video does not immediately generate a high rate of abandonment of the site users. It is also recommended to replace ads with a width of 15 pixels over a width of 30 pixels. While pre-video commercials are the industry's standard, some surveys have found that some 70% of users watch the drop rate.

It is not easy for marketers to work out the best video strategy, no matter how much energy they pay, what the collaborative website is, and what type of video they choose. Next week I will continue to introduce practical methods and ideas to help media planners and media purchasers better develop marketing strategies.

(Original starting on July 24, 2008; compiling: Wang Bailei)