Koo with a package of multiple-screen unification.

Six months ago, he had predicted that 2013 would be the first year of mobile video marketing. This time, as chairman and CEO of Youku Potato Group, Koo with a package of "multi-screen integration". "Video industry has entered a multi-screen era, users of the video screen to watch the demand and use habits determine the video marketing model and product shape must be multiple-screen-oriented, rather than focusing on any single screen." ”

Youku potatoes this time to take the lead in announcing the video industry formally into the "multi-screen era", in fact, there is no meaning. After the PC-side copyright war, the layout of the mobile end and the entry Rob became the industry theme throughout the year. Especially in the Archie Art range pps into the bosom, the evil repair mobile end; PPLive several times involved in multiple "gossip", the situation is uncertain in the delicate situation. The first to complete the merger of Youku potatoes requires a quick copy of the advantages of the PC side, in the mobile end of the layout to grab the top of the mountain.

"Technology" enclosure

The growth of web-viewing mode will flatten, and the accompanying, personalized mobile video will create more prominent marketing value.

Compared to six months ago, the first year of mobile video marketing forecasts, Youku potatoes This "multiple-screen integration" strategy more emphasis on "technical route."

"Users have different needs and habits on different screens, and the screen division of labor is more detailed." "Koo released data show that from 2012 to 2013, Youku potatoes from mobile terminals, the rapid growth in traffic," Youku mobile video playback (VV) in the beginning of the year after more than 100 million, the recent breakthrough 200 million, 6-month growth rate of 100%. ”

Even so, from the mobile end of the volume growth to commercialization, the first still need to solve the user multiple screen conversion of the convenient and fluent experience. Youku Potato Group Chief technology officer Yao said that Youku potatoes first is to thoroughly get through the underlying architecture, to achieve the various screen style, content and interaction of the consistency of experience, so that the same content can meet the needs of multiple screen mainstream audience. "For example, to allow users to watch long video in the seamless transformation of the interface between multiple screens, Youku app launched a" two-dimensional code across the screen play. Users only use mobile phone scan Youku Play page two-dimensional code, you can watch progress and information "away", in another scene to continue to watch. Potato app also launched a "cross screen" to look at the content of the function, users can use the "mobile phone tapping PC space bar" way to complete the video content on the PC and mobile end of the "through."

Koo that, because the market share is superior, Youku potato can use the multi-screen field advantage mainly in four aspects, namely the content is comprehensive, the brand is leading, the multi-screen application and the dissemination ability. In the multi-screen integration strategy to emphasize the technical experience is obviously not a cool potato, a few days ago Love Qi Art has just launched the cloud content transmission interactive technology "green tail", users can only PC, mobile phones, tablet computers collide with each other to establish device pairing and video content transmission.

One of the main reasons why online video sites are so immersed in mobile video nuggets is to make up for the hidden worries of slower growth on the PC side. In the 1th quarter of 2013, the Chinese Network Video market quarterly monitoring data show that the 1th quarter of 2013, China's online video market advertising revenue of 2.43 billion yuan, the last quarter fell 9.1%, compared with the same period last year, the growth reached 51.6%, a further slowdown. One reason for the slowdown is that limited to PC-side network video Internet users have become saturated, especially in the first-tier cities and some of the second-tier city users watch the length of time and watch volume has formed a certain scale, restricting the number of ads show, and this directly affect the growth of advertising revenue scale.

Poly Li Media CEO Tao also once said that the growth of web viewing mode will tend to be flat, accompanied by personalized mobile video will create more prominent marketing value, the value of mobile advertising is expected to increase to the PC side of 2~3 times more than.

The temptation to become a present

Advertising on different sizes of screens is a new challenge, and it takes into account the experience of users on a small screen.

The outlook for mobile video looks beautiful, but at least it seems to be far away.

Video Mobile marketing is now more in the exploring stage, according to the industry said: "In fact, there is no separate quote for mobile end, take more packaging prices." "Customers are still more holding the water test mentality." According to Koo revealed that there are currently Intel, Samsung, Chanel, Dior, Visa, Qualcomm, Shanghai Volkswagen and other industries of many advertisers, in the Youku potato scale across the screen hard wide launch. In the content marketing level, "Afternoon milk tea" at the same time in the PC, tablet and mobile phone to "China's strongest voice" to carry out across the screen, Mengniu title "Excellent Cool All Entertainment", jeanswest title "Potato Most music" chose a multiple-screen delivery mode for brand promotion.

Even so, in terms of data, mobile marketing still needs to be strengthened. The internet has accounted for 15% of the total Internet traffic, the Queen of the United States meeker in the latest Internet Trends report. 2012, the United States Internet advertising scale of 37 billion U.S. dollars, mobile advertising is only 4 billion U.S. dollars. According to data from Kleiner venture capital, Americans spend 12% of their time on the media, while advertising only accounts for 3%. This data in China, the gap is greater, "22% of the time, 1.6% of the advertising."

Most users show a water-test mentality in moving ads, not only because of the lack of scientific data monitoring and industry standards, "but also because they don't know how to use them." "The MMA Wireless Marketing Forum China Co-Chairman, Group Yi China Interactive Marketing President Tony in an interview with the China Business News reporter, said that the different size of the screen advertising is a new challenge, but also to take into account the small screen user experience." "The relevance of advertising is high", compared with television advertising, mobile advertising is not so widely used, and need to update the frequency more quickly, these have become the impact of large-scale development of mobile advertising problems.

Of course, no one will deny the seductive prospect of mobile advertising, even if there is a long gestation period. In the interpretation of the 2013 first quarter financial time, Sohu Chairman and CEO Charles Zhang also made it clear that the mobile end of business will start from the video, other similar based on the image or text content of the transformation, from the industry, it will take a year or two to find the right business model, Find out how to add ads to your mobile platform. In an interview with reporters, Koo said that 2013 was still the foundation of the year, but the intuition told him that mobile screen video commercial burst faster than the PC.

Industry voice

Mobile terminals, especially mobile phones, have become one of the mainstream video screens. It is expected that by 2015, the mobile phone side of the video user size will be equivalent to the PC side. Video and other areas of application compared to a certain degree of specificity, the user is more in multiple screens between the conversion, rather than direct migration, which determines the user's viewing behavior data is still a measure of the core standards of video sites. and PC video traffic monitoring, should use video playback (VV), user coverage (UV), Video viewing time (TS) These three directly reflect the user's active degree of indicators rather than installed capacity to define the video site and the application of multi-screen era market scale.