How video advertising is profitable-where the road is

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

From 2006 "The Year of video" to the 2007 "Internet video", the rapid development of network technology innovation, subversive changes in the traditional field of development speed. According to emarketer, a market research agency, Internet video advertising has been blowout in 2007 years, up to 775 million dollars at a 90% rate. By the year 2010, online video advertising will bring in 2.9 billion dollars in revenue, which will occupy 11.5% of the entire Internet advertising market.

With the high price of YouTube acquisition, the domestic major video sites have won the favor of VC, people are beginning to recognize the huge potential of this market. More and more people in the consumption of video content, making 2007 network video appears to be unlimited business opportunities, how to develop such a piece of cake, share this cake, is currently the most interest topic.

The high input of hardware equipment required by video website makes the operation cost soar and how to balance input and output is the first problem that every video website has to face. Cool 6 Chairman and CEO Mr. Shanyou "do not make money, or rather die" manifesto, for a while to become the industry's classic quotes.

Looking at the various "profit models" that are currently being tried, the only way to achieve revenue is through advertising. And the content of the ads, how to attract the interests of users, thereby obtaining the endorsement of advertisers, is the video site to establish "advertising model" needs to solve the core problem.

Depending on the content of the advertising model, it is inevitable that the visual effects of advertising more impact than the content. In the text-oriented network era, dynamic pictures, flash, rich media, such as the attitude of the advertising model has been recognized by advertisers, but also become the current portal site for the representative of the main mode of profit. And the powerful impact of video content, so that the former advertising format eclipsed, how to create a new advertising model to attract advertisers eyes, to obtain long-term stable income, balance payments, win the company's development weight, is an urgent problem to be solved.

Unlike the already famous portal site, network video for more than a year of development, facing a number of realistic problems to be solved, in particular, has not yet been able to establish the popular recognition of the brand effect, this gives the network video advertising has brought a very realistic bottleneck.

With the former Sohu president Koo create Youku, the former Sohu content editor shanyou to create 酷6网 into the industry first front, Sohu Senior vice President Jianjun also began to embark on the road of personal entrepreneurship, the creation of a media company, the main area of video advertising.

"The biggest difference with the traditional field is that Internet advertising can be monitored for effect." "Jianjun," for advertisers, if you can timely provide them with detailed data analysis system, advertisers will gradually recognize the effect of the launch. ”

Here is still a question of the establishment of an advertising model, advertisers care about the data, is based on the effect of concern. The problem for advertisers in the traditional industry is that "my other half of my advertising is wasted, but I don't know where I've been wasted." In other words, he thinks the audience is only half as focused on advertising. For video advertising, the establishment of what kind of model to ensure that the ads are more concerned about, is a network of video sites need to solve the problem of advertisers.

In terms of the current Web site models, the video buffering phase of the patch is the advertisers more acceptable model, because this mandatory playback to ensure that the advertising attention to 100%. An ABC television network survey shows that consumers are willing to watch video ads online. This makes many worried about the user feel of the site to ease.

Network technology in the field of video promotion, so that the attention can be measured with accurate statistics, and detailed analysis. Also makes CPM (thousand people impression cost) the way to pay the real realization.

The birth of precision advertising, the first need to have a broad audience group, the current video site has not yet formed its own stable user groups, the user groups between each other also exist overlap degree problem. In order to solve the needs of advertisers, the need to establish a link between the site to form a basic consistent standard, so that advertisers have more choice of space. All media advertising management system, a good play to such a role, so that advertisers can be in different regions, different hobby groups to choose between the target audience.

The network video advertisement unifies the traditional television advertisement and the Internet advertisement characteristic, at the beginning of its development quickly obtains the advertisement advocate's approval. But from the current advertising sales, still far from achieving the desired effect. Network Video This new thing for the internet has brought a fresh possibility, but also faced with various difficulties, but the revolutionary changes, is bound to step forward in the pace of realization. Enter the field of video advertising Mr. Jianjun to this, the Internet Association organized the network video conference said: "Do not care about the short-term difficulties, adhere to, there will be brilliant prospects." ”

The establishment of the model and the test of the effect have been solved to a great extent, but the threshold problem faced by the video advertisers is urgent to be solved. "Historically, the first customers to try new advertising models are SMEs," he said. Jianjun said, "Big customers are often at the beginning of the wait-and-see stage, really can promote the establishment of the model, or small and medium-sized enterprises." In the future development process, small and medium-sized enterprises will also be the main body of video advertising. "and small and medium-sized enterprises often have doubts about the production cost of video, not willing to spend a large amount of input to produce advertising, there are many sites to start online video production technology development, will quickly solve this problem." such as "Select Click" Self-Service advertising system has 150,000 kinds of dubbing, scripts and other materials, users can look for materials to synthesize their own advertising films. And for enterprises concerned about the video advertising flow problem, the media began the business of corporate television, but also a good solution to this problem.

Overall, the network video advertising model set up, still in the groping stage, can really lead the industry development, or is the mode of innovation.

Google has improved the Pay-per-click advertising model for its text ads, which it intends to implement in video advertising, creating a new picture of the emerging video advertising market. With regard to the new model, Mr Jianjun said: "We will try a more accurate CPC (thousand-click Cost) model in some video fields to create a more effective advertising model for advertisers." "In the new field of innovation, bring not only the profit model, but also the weight of the leading industry, which will become an important standard of competition between video sites."