"Multi-screen" strategy for hot mobile video advertising

The effect of mobile "replacement" is spreading to the Internet video field, more and more users are abandoning the PC to watch video on smartphones and tablets, and this change in user watching habits not only makes the video site more "screen", but also quietly changes the advertising sales strategy of the video site. In the past, simply put on the PC screen advertising on the way to make money, now it is difficult to make advertisers satisfied, and how the "mobile side" to sell ads, also became a video site to tell the story. A few days ago, Youku Potato Group on the "multiple screen" this matter put forward a new strategy, its chairman and CEO Koo said: "Video industry has entered a multi-screen era, the popularity of intelligent terminals to make video ubiquitous." The user's multiple screen viewing requirements and usage habits determine that the video's marketing model and product shape must be multiple-screen-oriented, rather than focusing on any single screen. Youku Potato Group has mastered the content, brand, products and other strategic advantages in this field, will jointly lead the partners, leading a multiple-screen integration, build a new industry ecology and standards. The data from the Youku potatoes show that traffic from mobile terminals is growing at an alarming rate, and Youku mobile video playback (VV) has exceeded 200 million, six-month growth of 100% in recent years, after more than 100 million in the early days. This means that the video site needs to re-examine how to do business on the phone and on the tablet screen.--pc Traditional patch advertising forms do not simply extend to mobile screens. Koo that: the current brand communication and content dissemination is mainly based on three commanding heights, respectively, television, network video and SNS. At the same time, the three major commanding heights correspond to three main indicators, namely TV ratings, network playback and two transmission degrees. Communication should be based on these three commanding heights, in order to ensure the spread of the breadth, depth and communication force, covering the entire population and have a deep impact, no network video and SNS to join, in more than 500 million netizens have no influence. Youku Potato Group Chief marketing officer Dong Yavei that, whether from brand influence, content comprehensiveness, multi-screen linkage or sharing communication, Youku potatoes in the mobile end of the advantages will continue to consolidate and strengthen. He stressed that advertisers should use multiple screens for the launch, rather than the mobile end and the PC end of the fragmented view. Because of the portability and interactivity of mobile terminals, the time, place and situation of users ' watching video are closer to their consumption behavior. Multi-screen marketing can achieve brand communication in the PC, mobile phones, tablets and internet TV seamless connection between the brand orientation, interactive marketing provides more possibilities. Under the condition of multiple screens, the value of hard wide launch, content marketing and activity marketing can be fully extended and enlarged. Eric Yang Weiqing, president of the consulting Group, said 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. "Mobile terminals, especially mobile phones, have become mainstreamOne of the frequency screens. It is expected that by 2015, the mobile phone side of the video user size will be equivalent to the PC side. "On the other hand, video and other domain applications are more specific than others, and users are more likely to switch between multiple screens than direct migration," says Yang Weiqing. This determines that the user's viewing behavior data remains the core criterion for measuring video sites. ”