Screen Ads video site miserable

With the network of video advertising, internet users of the rejection of advertising more intense, quantitative changes will eventually lead to qualitative change. Among them, the Netizen spontaneous shielding advertisement behavior, deserve to arouse the attention of the network advertisement profession.

Since the beginning of 2012, the SARFT promulgated the "restraining order", restricting the time, length and type of advertising in the TV series to make provisions, which is undoubtedly a good news for the video site, many advertisers have reduced in the traditional media to seize the video site.

According to Analysys recently published in the third quarter of 2012 China Network video Market quarterly monitoring data show that China's online video market advertising revenue of 2.64 billion yuan, compared with the same period last year, an increase of 77.9%. From the data, network video ads are increasingly favored by advertisers and are still expanding, the major video sites are also spared no effort to expand new content products, advertising forms, increase the length of advertising.

Network Video: From content to advertising, how far away

According to the latest data released by 2012, China's network video users have reached 450 million, of which the user age distribution is mainly in the 20-29-year-old, accounting for about 59% of total video users. This shows that the network video users do have a huge user groups, and more younger. However, with the change of media form, we often overlook an important problem, that is, the space for users to choose whether or not to watch advertising is larger.

Although the traditional TV is more and more affected by the network video, the user's usage frequency and usage habits have changed. However, compared with traditional TV, the former has the advantage of rich content, whether it is instant news or long video, such as serials. However, the majority of netizens in the Internet world, their behavior in the face of the media has changed greatly. Just as users see the boring TV ads will use the remote control to change the station, users in the face of Internet advertising, will involuntarily many ways to reject ads, such as browsing other web pages, open im Chat, in the SNS circle with friends, brush a micro bo forward mutual powder, etc. Online video advertising time will never be tied to the eyes of netizens.

On the contrary, because the content of traditional media, such as television, has a premiere advantage, it is often more valuable to attract users ' attention than online video. The controversial "good Chinese voice" of the summer has continued to rise with ratings, while the frequency and length of the commercials have soared and turned into a cash cow. According to SARFT, every one hours of the program allows 12 minutes of advertising, 90 minutes of pure programming can do 22 minutes of advertising. And China's good Voice program group is full of space to fill the ads, even every replay will not miss any free room. Look at the full period of Chinese good voice and who do not know Gado is to sell herbal tea, suning easy to buy is to sell home appliances? Many users will not miss the exciting content behind the passive read all the ads. The helpless user each period is forced by these ads stare, even many netizens start to practice the host Hua less in each installment to read the N times the advertisement word, the goal is seeks to surpass asks the challenge, this is not is the advertisement main wants to achieve the goal? Even if the BBS, SNS community to launch any anti-advertising calls, China's good voice is still a beautiful ending, the audience rating is the first, which is the influence of traditional TV media.

Most advertisers are in accordance with the common sense that video content to attract users to see ads, such a big investment must have a value in return, for network video, this logic is not tenable, good content does not mean that users do not exclude ads. And in the network video viewing environment, the user chooses not to watch the advertisement the threshold is extremely low, the way method is very many.

NET friend's helpless move, would rather pay also do not want to see the advertisement

Every year, Tudou, Youku, music Network, PPS and other video sites are early introduction of the next year's new film for the rich content to preempt the user, and video playback of the clarity has improved a lot, this kind of welfare is undoubtedly to meet the needs of new and old users, But on the network also have a lot of users of video before and after the inclusion of the long beginning of the ads show anger.

From Sina Weibo can be seen, a lot of netizens said that "some video sites have been from 15 seconds ad extended to 30 seconds, even some long video must see enough 45 seconds of advertising, waiting for the long video ads malicious is to let people wohuo, if you can see no advertising video like winning", "around a lot of friends in the play, It is very helpless through the installation of a number of video site ads to deal with the screen function to achieve the removal of advertising.

As we all know, the cost of video sites is high, in addition to advertising, the various websites have introduced paid membership fee model to generate revenue. As a member privilege, commercial advertising is shielded from them. Youku, Archie Art, Sohu video three in 2011 have launched a Pay membership system, Youku for 10 yuan/month, Archie Arts for 15 yuan/month, Sohu 10 yuan/month. In addition, PPLive, pps, Thunder Look, and so have already had this business. For users, spend 10 yuan a month, that is, less to eat a hamburger or less a pack of cigarettes, can save a lot of time each time watching video, open the video to remove all obstacles in front of the flow, it is really worth it.

Browser plugin, shielding video ads did not discuss

Now, the network video advertising time more look longer, whether in Google or Baidu search ' shielding video ads ' results are above millions, it is conceivable that video advertising has already made users miserable. There is a need for the market, browser manufacturers have launched a direct screening network video ads and even all the network advertising products to preempt users.

At present, users can choose the simplest operation can do to screen ads Smart browser. Almost all mainstream browsers provide plug-ins or direct functions to meet the needs of users to screen video ads. such as: 360 Security browser, 2345 browser, Google Chrome, Firefox Firefox, Cheetah Browser, proud browser, Sogou high-speed browser, wiseie speed of Light browser.

In these browsers, some are low-key promotion of shielding video advertising features, such as 360 browser. 360 browsers have shielded video advertising features version includes 360 security browser and 360 speed browser, can add extensions to achieve screen video ads. The user simply installs the browser program and opens the browser into the expansion center, selects Adblock Plus and has over 40 ad filtering rules that are automatically configured to filter all online ads from known malicious domains, including video ads.

Some browsers have a clear-cut display of shielding advertising as a promotional selling point, such as 2345 browser. From the latest V2.2 version of the 2345 browser, the biggest selling point is that you can intercept 45 seconds of video ads. When you are in the major video sites or through the chain open to watch video, movies, TV dramas, 2345 Smart browser can be smart to intercept the title, film, the end of various 15 seconds, 30 seconds, 45 seconds of advertising, so that users can see more quickly they want to see, do not wait. Installation operation is simple, no need to install additional plug-ins without any setting, in the process of installation of direct check to open video advertising interception function, can achieve results. Whether in the "speed" kernel mode or in IE compatible kernel mode, can effectively intercept.

Video site is also aware of the major browser manufacturers shielding advertising function on its advertising value, so will also take the technical confrontation for the anti-shield, but often not with the full technology of the browser vendors door opponents.

Users do not want to see the ads on the video site, this huge demand is not only found by browser vendors, but also directly spawned a variety of client software. These completely free green shielding advertising software, can one key screen the major video site ads, providing a completely no advertising video viewing environment. Among them, the installed capacity of individual software up to tens of millions. In 360 software butler, pchome software download and other large software management market is not difficult to find, commonly used shielding software a lot of, which has Jinshan network shield advertising shielding housekeeper, video site shielding video advertising tools, a key video site advertising screen.

Shielding ads, so that the video site CPM billing becomes very vague

Now from the traditional TV to network video advertising owners, have been in the form of CPM purchase. In fact, the above various shielding advertising means, making the network video CPM billing becomes very vague, advertising effect will be greatly reduced.

Search on the network ' shielding video ads ' results are many, the video site is how to account for their own pay ads are blocked? It is not difficult to guess, must be the answer to screen ads are considered ineffective playback, that is, the so-called do not calculate in CPM does not waste advertising fees. Why does the anti-advertising shielding strategy appear black screen forcing users to wait a few 10 seconds, is really not calculated in the advertising costs? This may only be the video site itself know.

Network video advertising has become the new favorite of the advertising industry, but there is not enough third party authoritative advertising monitoring data in the market as a reference measure, only the data provided by the network video media, can not make advertisers or advertising agencies convincing. Although in the publication case price surface, the network video advertisement overall quotation cost is cheaper than the traditional media advertisement, in the last two years the network video CPM purchase price also soaring unceasingly. A video site in 2012, the case of the film, 30-second patch price has been as high as 130 yuan per CPM, even if the case of the lowest discount price is not less than 40 yuan. Network video advertising cost-effective, but also need us to know again.

2012, the network video market development scale is significant, advertising revenue is considerable, 2013 the vast number of video advertisers will be no suspense of the collective price increases, advertising time will only grow longer. However, netizens will be the outbreak of these rampant advertising buy it? The user's rejection of advertising more and more strong, a variety of emerging screening methods and video site on the fuzzy statistics of CPM, these two big problems enough to make video site attention. At the same time, advertisers should reconsider what platform is the most suitable for the most accurate marketing tools, which is worth all the network marketing industry peers concerned about the topic.