Network video is really the best alternative to traditional TV

Absrtact: Since January 1, 2012, every TV station in the country broadcasts TV dramas, the middle of each TV series shall not be interrupted by any form of advertising. News that the new rules will direct the loss of 20 billion yuan advertising revenue, and this money will flow to the video web site pocket.

Since January 1, 2012, the national television stations broadcast TV dramas, the middle of each TV series should not be any form of advertising. News that the new rules will direct the loss of 20 billion yuan advertising revenue, and this money will flow to the video web site pocket.

For 20 billion of the argument, there are insiders to counter that this figure is exaggerated, but the industry insiders agree that the point is: online video is indeed the best alternative to traditional television. Eric's group of "video Cross-media user structure" data shows that only the users of the network video accounted for 5% of the total sample, only TV users reached 9%, while the network video, TV overlap user ratio of 86%. At this time, if there is a large amount of advertising out of the traditional TV market, network video is the choice of the pick.

Reporter recently noted that from January onwards, many video sites have increased their own website film and television video of the title ads input, from the original one increased to 2, some of the popular video ads even reached 3, the total length of nearly 40 seconds.

Regarding this kind of phenomenon, PPS chief Marketing Officer Meg (Weibo) expressed the concern to the reporter, "We think the user is the video media depends on the survival of the fundamental, can obtain more income is a good thing, but PPS will not sacrifice users in exchange for benefits." According to Eric's statistics, PPS currently in the domestic video industry in the number of daily coverage ranked second, after Youku. Meg said: "User experience is the first PPS for many years adhere to the brand concept, unless the user's tolerance of advertising further rise, otherwise PPS will not easily adjust the length of advertising." 2012 PPS will keep the advertising strategy unchanged. ”

Recently, Eric has published a report on the comparative study of network video and television in Shanghai in 2011, for reasonable advertising time there is a set of specialized research data seems to support the PPS view, the report pointed out that the Shanghai region users think the most reasonable advertising time is 21.4 seconds.

From the 21.4-second data, the PPS banner advertising strategy is for users and advertisers responsible for the "win" approach. Meg that: "On the one hand, the advertising time control in 15 seconds or so, will not cause the user's aversion to avoid the loss of user risk." On the other hand, for advertisers, the single poster is the best, can give users a more complete and clear impression, while the two-poster ads, the first advertisement in 21.4 seconds to leave the user a better impression, the second advertisement because of the user's psychological endurance, the playback effect will be greatly reduced; Once the three-poster implementation, the last ad will be the user's patience of the challenge, and even get the reverse effect. ”

Since the birth of 2005, spell technology, bandwidth, look at Capital, Rob Copyright ... On average 1.5, the video industry will burst into a new competitive hotspot. Video industry is a need for large funds players in the industry, Youku, potatoes have been listed, cool six, 56 are also listed companies to acquire, and insist that the advertising strategy unchanged PPS so far has not been the news of the listing.

PPS President Xu Wei (Micro-blog) to reporters that last year, PPS annual income reached more than 400 million yuan. He believes that the entire video industry to play a "capital card", huge sums of money into the copyright and bandwidth costs, from the growth of the industry, this pure capital competition in addition to improve the industry's entry threshold, the industry's healthy development and no contribution. "PPS is not in a hurry to use the listing to prove itself, nor need short-term use of funds, more consideration is how to make money, how to be responsible for investors." PPS will go overseas for the future, but there is no timetable. ”