Network video changes the marketing advantage highlights

China's largest video web site Youku, China's largest media investment management group in China and the domestic well-known media and consumer research companies, the new generation of market monitoring agencies, jointly issued the "China Network video user media and consumer behavior survey." The report shows that with the infiltration of video websites through many channels, viewers ' viewing behavior has changed, which makes the difference between TV stations and internet users significant, and it is imperative to drive network linkage.

The survey lasted 3 months in 20 cities, aimed at viewing the development of the video industry from an objective and impartial perspective, with a more comprehensive assessment of the current status of the video industry.

Tony, president of the China Interactive Marketing group, said: "The important significance of this research is to find that in the current multi-screen viewing habits, network video in the whole day to create a different TV ratings, this feature combined with the Internet to participate in the interaction of sharing on the brand advertisers to create more brand and consumers close relationship between the opportunity. ”

Wei, vice president of Youku senior operations, said: "The research results show that audience's viewing behavior is already changing, this change will bring about the change of communication and marketing." TV stations and video sites have a natural medium homogeneity, the two have the same content and advertising form, laying a platform and network can be fully interactive, mutual influence. ”

Mr. Shoming, deputy general manager of the new generation of market monitoring institutions, said: "China's 300 million video users have more time allocated to video sites than television, and this trend is spreading toward two or three-line cities." For advertisers, the need to focus on how to combine video user behavior and how to choose the most impact of consumer video media platform and video content to carry out marketing. ”

The main findings of the study include:

1. Video site Change the user's media habits information dissemination change traditional way

In terms of viewing behavior, the report shows that the vast majority of video users, whether in the length or frequency of television contact, have been reduced, the most profound impact is the mainstream user group. The report said that after the video site, video users watch TV time to reduce the length of 63.3%, frequency reduced by 56.4%, and the longer the video network age, the more obvious changes in media habits. In the video site, Youku is the video users most often log on the video site, of which 77.6% of the video users often login Youku, 54.2% of the video users most often log on the video site is Youku.

The survey also found that the lifestyle of watching online video began to penetrate the lower-level market, and the video gradually formed a territory-wide coverage. In particular, the two or three-line city video users increased significantly, the user accounted for the equivalent of a first-tier city 09 level.

2. Network Video vs. TV user Rating behavior is significantly different

Video users have entered the All-weather video age, most of which are occupied by PCs, mobile phones and tablet computers watching video. The network not only occupied the Netizen's life, but also filled the low time of TV viewing, became a powerful supplement of "TV gap period", and video users watched online video 3 hours per day, which was nearly twice times as long as watching TV. In particular, video users of the 70, the mainstream consumer population, high income, high degree of the proportion of people significantly prominent, they spend more time on the online video.

Therefore, video site is the best supplement to the audience coverage, no matter in watching time, cycle, people and content, can constitute a very effective complementary model. In this way, the two have similar brand exposure ability in brand marketing, and in the aspect of brand arrival, the linkage can realize maximization.

3. Network Video Marketing significantly enhance the brand influence

The report shows that video users compared with the general public, in all kinds of consumer durables, digital products, the proportion of the purchase of relatively higher, these heavy consumer groups constitute a major brand advertising audience, their attitude to video advertising, the decision of the brand marketing effect. Through a cool platform for 8 of ads on the test, video marketing effect is significant, in brand awareness, product understanding, Brand love, product advance and other aspects than the non-advertising contact people have a significant improvement effect.

It is worth mentioning that in a car advertising as an example of the test, brand-locked video users in the car has a preference for the type of program and specific repertoire of the show, the results show that the target audience for the brand and its product awareness of ascension far above the average level, product understanding to upgrade 186.7%, Brand Love to upgrade 109.7%, product advance 130%, the effect is obvious.