Online video has entered the Golden age

Absrtact: The past year has been very meaningful for video. Outside of television, brand advertisers have completed a massive migration of another mainstream screen computer, both in breadth and depth. Beijing University New Media Marketing Communication Research Center

The past year has been a remarkable one for video. Outside of television, brand advertisers have completed a massive migration of computers to another mainstream screen, both in breadth and depth. Beijing University New Media Marketing Communication Research Center released the "network Video marketing Green Book," pointed out that with the authenticity of the video industry as a new standard, network video has entered the Golden Age, the impact of online video more and more powerful.

How long does every netizen in China watch video every day? The answer is 27 minutes. CNNIC China Internet Data Platform August 2012 data show that online video is the Internet users spend the most time online applications.

What does video mean for netizens in the future? Not long ago, in a marketing industry high-end exchange, Archie Marketing senior vice President Wang Yujun share a video caused widespread concern. In this video, named "Screen Life", ordinary consumers Project High-definition video from mobile phones to watch on the big screen, and when discussing food issues with friends, open the appropriate video to verify ... In ordinary consumer's daily life and work, the screen and the video accompanies.

As users are being surrounded by more and more screens, the video is ushering in a new value-breaking point. This is evidenced by the upward curve in the size of China's online video advertising, with data showing that in 2012 China's online video advertising was over 6 billion yuan, and from 2013 to 2015, the figure would reach 12.7 billion yuan, 16.2 billion yuan and 25 billion yuan respectively, and its growth rate was much higher than other mainstream media categories.

Wang Yujun that in the age of intelligent life, the screen more and more occupy people's time and space, video is becoming the most effective brand and consumer communication medium.

In a multiple-screen environment, the combination of brand and video more and more closely. Large multinational companies such as Coca-Cola and Procter and Gamble have put their advertising budgets into new media represented by video. "We've been talking about how to combine media marketing and media marketing content organically." We think video marketing is a good combination. Coca-Cola media director Yangmanman said.

Industry marketing experts believe that multiple-screen video marketing will have a more powerful communication force. Based on this, two-way interaction, precision content, cross-screen fusion will be the video marketing upgrade three key. In fact, some successful brand video marketing cases have achieved good results and thus inspire more creative marketing practices.

Bidirectional Interaction:

Greater power of communication

It has always been a major feature of the Internet to transform the one-way communication of traditional brand advertising into two-way interaction. Compared with TV advertising, video advertising has more space to play in interaction, and with the advent of network programs, video advertising interactive more obvious.

It is reported that in order to attract advertisers more budget to the field of video advertising, YouTube developed a number of new advertising models, through interaction and social elements to enhance the effect of promotion. On the one hand, advertisers recognize the interactive marketing approach, on the other hand, consumers actively participate in marketing activities, and television one-way transmission of advertising formed a sharp contrast. For example, the company promotes its cars through interactive engagement, giving viewers hints on YouTube to find hidden cars in the real world, and publishing winners ' videos to YouTube to form a new round of transmission.

Even, the consumer becomes the protagonist of the video program, in order to strengthen the effect that the brand communicates with the consumer. For example, Archie Art and Procter and Gamble under the brand of the best Jie, "cargo", is China's first online, offline interactive gourmet reality show, through a clever combination of food topics, to cover a variety of screens of the whole media to promote the promotion of Crest brand.

With an annual salary of 200,000 yuan to hire folk food tatsu people, for the ultimate "cargo boss", with such a full of temptation proposition, Jia Jie inspired the enthusiasm of consumers, so that consumers participate in food search and program production process. In the end, "cargo" program to visit Beijing, Shanghai, the seven major cities of Guangzhou, Chengdu, Wuhan, Changsha and Xian, together with dozens of gourmet Yu Yunpeng, including the disciples of Guo, and the sour, sweet, bitter, spicy, salty, ice, and hard seven food extremes, have spawned a series of lively and interesting bridges.

"Cargo" not only in the Archie art in time to play, attracted more than 30 million netizens to watch, and launched the "Diners Ready, Gourmet Parade" interactive activities to encourage consumers to see the food after taking photos, through smartphones, tablets and other mobile devices, the impact of the event to the wireless screen-a short half a month, Attracted nearly 60,000 people to participate in, more than 2000 users upload photos to share food. In addition, the production of the highlights of the program published to the taxi screen and outdoor screen, to further expand the scope of the spread.

This program has changed the traditional brand of advertising mode, consumers come to the terminal, has been with the Archie Art video program changed the interactive habits, can participate anytime, anywhere. They are not only a network of viewers of the program, or the program's participants or protagonists, to join the SNS communication and offline interaction, such a process allows consumers to form a new brand information precipitation.

Through the "cargo" to promote the promotion of the brand advocates of health lifestyle and professional oral care knowledge for more consumers to accept, so that the day-to-day oral health care concept more deeply rooted. Unique brand communication activities, but also bring sales increase. In the "Crest Health Cargo Food Festival" nationwide touring event, the activity held the day sales increased 10-12 times.

Even more flexible human-computer interaction can be achieved with the help of mobile video terminals. Not long ago Archie Art held a marketing sharing meeting, in which users choose TV dramas through the iphone was impressive. and the TV series "My Girlfriend is nine tail fox", the user can through the voice in three kinds of plot result choice. In the same way, the selection of the plot can be made through the special gravity induction and gesture control of the intelligent terminal. This shows that The advertiser's brand and user interaction content, will bring new marketing model.

Mediacom's survey data show that users interact with mobile ads for 30 seconds, increasing the likelihood of buying by 6%. If the user interacts with the mobile ad for 90 seconds, the likelihood of buying will increase by 20%.

Accurate content:

Dandelion Plan promotes marketing efficiency

Consumers ' lives are fragmented by more time and space, and in the time of fragmentation, the era when reliance on a single media platform alone is enough to influence consumer buying decisions is over. For the brand, in the consumer and media environment has undergone great changes in the circumstances, precision communication and marketing effectiveness of each brand is a matter of great concern. But how exactly should a brand be marketed accurately? Especially in the video media-led communications environment, how to carry out precision marketing?

The network is the only marketing platform that can set up problem identification, information collection, selection evaluation, purchase decision and post purchase evaluation as a whole. Therefore, enterprises must deeply analyze the characteristics and needs of different users, with the Internet and digital technology as the support to achieve accurate directional transmission.

All this will be more effective with the help of search engines. For example, the Archie art through data sharing with Baidu, launched the Dandelion program, its core is to locate different consumer groups, the production of specific video content to help enterprises more efficient marketing activities.

For example, through Baidu search recipes have become a habit of netizens. Baidu's data show that since 2006, users of the practice of home cooking continues to increase the search volume, TOP200 menu of daily average search volume of more than 400,000, of which Beijing, Shanghai, Guangzhou and other first-tier urban education level of the white-collar population.

Although users of the daily menu of the search volume is quite large, but all the recipe search results are presented in the form of text, or a large paragraph of the narrative, or the steps are too brief. For modern young people, such recipes search results are obviously impractical and not intuitive. As for "3 grams of salt is how much", "soy sauce is to use raw or seafood soy sauce" and other questions, is unable to answer. As a result, the recipe video came into being.

"Let the quality of content fill the user's life application video needs blank." "The Archie, the chief producer of the project, thinks that this small and exquisite life-use video is clearly corresponding to the needs of the users behind each search." Looking for people from the content, to find content from the person, embodies precisely the advantages of accurate content. The world's leading condiment brand home music is very recognized this innovative mode of promotion, and Archie Art cooperation launched 100 sets of recipes to produce a short video set "Gourmet Beauty class." "Gourmet Beauty Class" As a Dandelion program label, triggered the life of the use of short video more brand marketing imagination, such as maternal and child supplies, cosmetics and so on.

Dandelion's core plan is to video as the core, through the search, SNS, wireless app, or even publishing, film and television dramas and other fields, will be scattered resources gathered together, will convey the brand information multiplied spread, like dandelion sowing seeds, the roots of a new network system. With the "Gourmet Beauty Lesson" program through the computer, wireless Terminal app, bus, subway and other screen broadcast, home music seasoning recommended diet solution began to be more consumers accept.

Dandelion plans to launch soon achieved very good results, attracted Philips, Unilever and other front-line brands to carry out a number of cooperation. It is a new idea to improve the video marketing effect through the accurate content of the life application video, directly intervene the consumer's network behavior path, and excavate the user's demand in a specific way.

Cross-screen Fusion:

Occupy Marketing commanding Heights

The biggest change that video brings is the way audiences watch video. In the past, people watched the video mainly through the television screen, but also in the home unit, video viewing habits are family-style. But in the future, with the popularity of personal terminals and the development of broadband technology, from mobile phones, tablets, desktop computers to large-screen TVs, projectors, people have more screens and places to watch video, video watching will be personal. This change in user behavior habits will profoundly affect market changes, video from content production to the way advertising sales will be affected.

In particular, the mobile Internet has become increasingly powerful in online video. The 2011 Global Multi-screen media use report said that consumers in the Asia-Pacific region prefer to watch video via mobile terminals, with 74% of respondents watching mobile video once a month and 38% of respondents watching mobile video every day.

"China Network video Blue Book" came to a similar conclusion: During the whole day TV viewing period, only 2 of the dominant period, the new screen pattern is forming, computer, TV, tablet computer, mobile phone four-screen integration trend is increasingly obvious.

In fact, only tablets and smartphone mobile terminals, the size of its users are large enough, even the number of independent users of the billions of video sites. At present, Archie Art has more than 15 million pad installed users and more than 100 million mobile phone client installed users, stable video industry leading position.

In this trend, video marketing based on screen integration is more and more important for brand advertisers. For example, car brands are more willing to promote in mobile terminals. For smart phone screens, its more than 3.5 inches can be the computer side of the video ads translation over, and multi-touch, 3D screen, gesture interaction can promote the interactive design of video patch ads, allowing users to feel the full range of new models of function, enlarge the appearance of the details, open the door, skylight, share to friends, Through lbs can also be carried out to shop navigation.

Computer terminals and mobile terminals of the technical background interoperability, so that the video marketing of the cross-screen linkage is no longer just imagined things. In the past 2012, Archie Art has been the first to achieve computer and ipad client Archie Art film and television station content interoperability, and provide a range of wireless marketing solutions.

The special significance of cross-screen linkage marketing is: the use of video and mobile terminals, even TV terminals, can effectively improve the target population's arrival rate; From another perspective, cross-screen interaction to help advertisers target specific groups, the brand ads multidimensional directional delivery, make full use of television, computers, mobile phones, tablets and other features and advantages of different screens, and then occupy the commanding heights of marketing.