Popular network "Broken Wrist" bo video users: Advertising strategy highbrow

Cut 300 million yuan, no one in the advertising industry. What does it mean to cut off advertising in the video industry, which relies heavily on advertising revenue for survival? Not long ago, the popular network CEO Lo Jiangchun announced the company after the video broadcast advertising patch only 15 seconds, and only one. But this kind of self-destruction strategy launched two months, no one peer follow-up-advertising revenue or user experience, this is still an awkward video site proposition. What is the economic cost of an ad strategy's 15-second strategy? Lo Jiangchun on Weibo, said: "I decided to the popular before the advertising shortened to 15 seconds, the popularity of the annual loss of about 300 million yuan, but for the user, value!" "300 million yuan income, for Youku is an approximation of the quarterly income-generating figures, if only for users, then Lo Jiangchun's" heroic "is also a bit" silly "some. According to Lo Jiangchun, the current video site pattern can be divided into three kinds: one is Youku and potato Holding group heating This mode, the second is Sohu, odd art, Tencent and so on has a strong internet background of the "rich second-generation", and its three is popular network and SMG Network fusion mode. From the point of view of capital accumulation, popular network is not a significant advantage. But the popularity of their advertising revenue to reduce production. Lo Jiangchun Original idea is to respect the user experience as a fundamental to promote the 15-second strategy to become the industry's new advertising standards. But now, this is a very highbrow proposition. But he believes that the interests of users appear to "retreat", the long-term pragmatic. Now video ads are growing longer, 45-second three-paragraph advertising is the default line, 60 seconds or even 90 seconds of the number of video, Lo Jiangchun himself also headache: "I would like to watch the game collection, each video on two or three minutes to see the first 45 seconds of advertising, in exchange for who looked angry." "Some people in the industry will this 15-second strategy and antivirus software, the free strategy associated with the same peer's positive response and recognition, the same is that people do not earn money to buy and sell, but 360 security guards succeeded," who has the user, who has value. This is now the first principle of internet market development. The profit model remains to be clarified more crucially, the 15-second advertisement is not a dead alley. Lo Jiangchun said: "From the point of view of advertising acceptance, the only 15-second ad with three 15-second ad mixed multicast, the former user acceptability increased by a full 17 times times." "and" the 15-second strategy is also to help customers improve the effectiveness of advertising. The only 15 second ad mixed with three 15 second ads, users of the former advertising correct memory than the latter increased by 58%, the ad click Rate increased by 44%. As an advertiser, Anjisi's chief digital marketing officer, Zhang Zhihong, said: "The ads most value the user's attention level." Now many ads are multiple patches, the user's memory is not high, the return on advertising will certainly not ideal. "It is understood that the popular network of 15-second strategy to make advertising scheduling more tension, popular customer repeat rate is 95%, and attract new advertisers are not reduced." In fact, Lo Jiangchun's clout comes from another aspect.--Popular network profit model is not a single advertising patch income. "We have to work with the electric dealer, the game trader's income to do ' bottom '." "He took the game business for example, the popular game platform to recharge up to 1.56 million yuan per user, more than 500,000 yuan users have 5 people, more than 100,000 Yuan 267 people, 10,000 more than 2582 people." There are also analysis that the popular network of 15-second strategy and the media giant SMG, the capital injection. SMG has not only given the popular network more solid capital strength to resist the loss of advertising revenue, more importantly, both sides may be exploring more valuable profit model. SMG Shanghai Radio and television station, deputy Taiwan long Zhang Dazhong said, network integration will be a popular network of important development strategy, but also to further promote the popular network of the whole media value of important measures. Commercial newspaper reporter Zhang Yiwang