Koo enhanced multi-screen strategy: Advertisers do not increase the number of screen prices

December 19 pm News, at the end of 2013, Youku Potato CEO Koo with the media to describe the strategy for the future of Youku potatoes. According to his plan, the multi-screen strategy is still next year's intensified focus, and the annual video advertising prices are rising, Koo said that the main ads will not increase the number of screens.

Promote the concept of multiple screens

At present, other video site mobile end of the advertising price is higher than the PC side, Youku potatoes This "CPM click Not to raise prices" is considered to promote the mobile end of the commercialization, to attract advertisers advertising budget to multiple screens. Of course, if some advertisers need to put a separate screen such as pad, the price will be relatively high.

Compared to other video sites to do hardware, and manufacturers bundled with the card, Youku potato "living room strategy" does not seem to be too much gimmick, just with the appliance manufacturers deep bundle, and in the time point does not occupy an advantage. Koo said that the cool potato living room project as early as 2012, just want to do the right thing at the right time, otherwise too early will become martyrs.

Koo also emphasizes that Youku is not going to make a screen, and there will be no "youku" sticker screen. "Youku potatoes are more interested in a wide range of collaborations, such as smart TVs, big screens and small screens." Cross-screen will be more and more mainstream. ”

In fact, a few years ago Koo in an interview, had put forward too much screen concept, but these two years with the mobile Internet blowout-type development, just really ushered in a multi-screen era. Koo frankly also has a sense of crisis, which also requires the executive team to continue to learn, such as his focus this year on the Global mobile screen content and development trends, which can be successful and which cannot be successful.

In Koo's view, China has a great opportunity to develop in multiple screens and across screens, and the rise of mobile screen, will also affect the content industry, for video sites is a variety of self-made content, these content through the spread of multiple screens and to the TV station reverse output, forming a content on the "O2O."

The development of content differentiation

The entire 2013 video industry pattern has changed a lot, several cases of investment mergers and acquisitions to make the video industry concentration more high, and in the content of copyright contention more intense, especially Archie Art won Hunan satellite TV "where is Dad" and other columns copyright, PPLive won Jiangsu satellite TV "very do Not disturb" and other copyright, and are exclusively broadcast.

Koo thinks, the video industry most wants to see two word is profit, but this establishes in two direction, one is the scale, the second is the difference. At present, Youku potatoes already have the market size, the next most important is the differentiation, and other video sites snapped up popular art of the copyright situation is different, Youku potatoes will invest more money in self-control.

"Youku potatoes will not rely on a specific column, we will be more diversified content." Koo says Youku will invest 300 million of dollars in homemade content, including micro-movies, homemade dramas, talk shows, travel, information, branding and anime. The recent combination of Youku and the "Storm" is also seen as an attempt to infiltrate the upstream content industry chain.

Of course, this is also seen as a reduction in costs, to meet the profitability of the preparation. According to Youku potatoes in the third quarter of 2013, if the new content cost amortization, the net loss is only 15.4 million yuan. And Koo himself also expects the fourth quarter of Youku potatoes will be profitable.

According to sources, Archie Art plans to go to the U.S. market next year, and Youku potatoes released in advance of the news will be profitable, the company in the capital market to win more favor. For the upcoming listing of Archie Art, Koo said this is good for the video industry, meaning that the video industry is recognized by the market, there will be more benign competition.