Portal marketing usher in a new explosion point

The successful conclusion of the London Olympic Games, so that the portal site also took a good view. Not only the outbreak of wireless business, the video business value has begun to highlight the hot spots on the tens of millions of click-through rates, so that the portal site marketing usher in a new eruption point.

92.3% of users

Choose online on-demand

According to a Analysys research project on the Olympic project data, 92.3% of users chose to pay attention to the opening ceremony of the Olympic Games via video-on-demand after the 2012 London Olympic Games opening ceremony. In normal times, video sites and UGC content more popular TV audience, but during the Olympic Games, sports video quickly became the new favorite audience.

Statistics from the four portals show that a hot-race video can easily reach tens of millions of plays, a figure that used to be the most watched play-rating of a TV series. For example, the first day of the Olympic Games, Sohu's video news, "Torchbearers lit hundreds of copper petals fusion into a unique brazier" with 33 million hits portals first. According to statistics, during the Olympic Games, Sina sports video average play volume is 3 times more than usual. This click-through rate has proven the commercial value of the event video.

During the Olympic Games, Sohu, Sina and Tencent are the video media users use the most in the video media that has the right to demand Olympic Games. 68.4% of users choose Sohu video, occupy the first throne, becoming the only one beyond 2/3 of the market share of the portal.

Video ad

Increase the proportion of investment

The Olympic Games, the number of advertisers ranked first Sohu won 50 advertisers, Tencent also received nearly 50 advertisers. In particular, the current Olympic Games, Sohu put video ads advertisers accounted for a considerable number of the number of shares, the proportion and size of much higher than the previous 2010 World Cup, the Asian Games and the 2012 European Cup.

Among Sohu's Olympic brand partners, China Unicom (600050, Shares), Motorola, Yili and other big names impressively. It is noteworthy that, "Westward Journey to London" and other Sohu homemade video ads are also very much sought-after, get the ad of Motorola and other brands.

With the content of the event, advertisers have also paid the return. According to the "Eye Movement Evaluation" conducted by the IHOP for the Sohu Olympics Channel, Sohu Olympics has the best effect on long video playback page video patch ads, with nearly 96% of the users watching the entire video patch advertisement completely Advertising brand impressed. Followed by the background advertising, 97% of the users concerned, again the top ads, 70% of the users concerned. Take Ely as an example, up to 42% of users after buying an advertisement have the option of "will" or "may" buy after seeing the video page advertisement of the play page.

Mobile media

Become an important communication channel

At this Olympic Games, mobile media has become a major news channel and is changing the way people access information. The news client as the main carrier of communication has been approved by Internet users.

According to Zero Research Consulting Group's data, 61.1% of Olympic netizens accessing Olympic information through their mobile platforms obtained Olympic information through news clients or other applications during the Olympic Games.

Among them, the Sohu News client's Olympic coverage is clearly leading in both media selection and satisfaction. More than 41.5% of news client users first get important competition information from Sohu news client. And Sohu News client timely and push the user-friendly features are ahead of competitors, becoming the news client preferred.

It is understood that during the Olympic Games, Sohu News client issued a total of 36 news, making 16 Olympic topics, 600 sets of Olympic HD Photo, a total of 54 games live broadcast Olympic Games, the total number of online million. A total of 7.6 million people subscribed to the "Olympic Special Issue" and the "Panorama Olympics" that were specially crafted for the Olympics, with a daily pageview volume of over 100 million. Commercial Daily reporter Wu Chen light