The spring of network video is coming

Absrtact: CCTV bidding is not only a major event in the television media industry, but also has an important influence in the field of network video. In order to compete for CCTV bidding, satellite TV company advertisers for the new media budget, the major video sites are often at this point in time

The CCTV bidding is not only the "big event" in the TV media industry, but also has an important influence in the field of network video. In order to compete for CCTV's bidding, the company advertisers ' budget for the new media, major video sites are often at this point in time to play a variety of public relations warfare, the most typical is the industry ranked "scramble", through the media to publish a variety of data and indicators to prove that they are not the industry's top three is the single indicator of the champion, To get a slice of the advertiser's budget.

Admittedly, the 2012 network video has achieved the "corner overtaking", netizens watch video online duration has significantly surpassed the television. However, an indisputable fact is that, although the spread of video value has been completely released, but the commercial value has not been recognized by the market, even by 2015, the video industry's advertising revenue is only optimistic 25 billion yuan, less than 2011 TV advertising revenue of 160 billion yuan one-sixth.

The spring of network video is coming

From the point of view of user value, network video has become the biggest, the leading application service, the number of users as high as 400 million, 70% to 80% of users to watch video through the internet. From the point of view of advertising value, by 2015, the advertising value of video industry will reach 25 billion yuan.

Looking at the global television market, the TV's boot rate is dropping sharply, its root is the existing content of the TV linear broadcast, unable to meet the needs of users. U.S. cable TV's prime-time ratings fell in 2010, with CNN dropping the most, with the average audience number down to 640,000 during the prime-time period, down 36% from 2009, according to a survey by Nielsen. NBC's global news channel, MSNBC, has a 846,000 reduction of 11%.

Even in a country like China, where similar problems are troubling, television's power ratings have fallen by an average of 70% in big cities like Beijing from three years ago to 30% today. The age structure of television viewers has also begun to "grow older", with consumers over the age of 40 becoming mainstream audiences.

Liu Chunning, general manager of Tencent's online video department, points out that online video is changing the way Internet users watch content, especially video content and information videos. Chinese Internet users, whether on weekdays or non-working days, are at "high" levels from 8 to 24 o'clock in the morning, while the "prime time" of television is mainly at 20 to 22. "Although television as the mainstream media, its influence still exists, but now by the mobile Internet and other new media impact more serious." This shows that netizens spend more duration on internet video than they spend on television. "Analysys International analyst Dresdner said.

"From the point of view of user value, network video has become the biggest, the leading application service, the number of users as high as 400 million, 70% to 80% of users through the Internet to watch video." From the point of view of advertising value, by 2015, the advertising value of video industry will reach 25 billion yuan. "said Eric Cao, chief analyst.

"The future of Internet video will certainly usher in a multi-screen era." TVs, mobile terminals, ipads, Android phones, Apple handsets, PCs are all screens from the background, and are integrated from content distribution and choreography. "Tencent Online video Department general manager Liu Chunning that in the future, as you go into the multi-screen era, when you watch a video on your PC, if you stop looking, the next time you open the ipad and your phone, you can start looking at the same things you've never seen before."

In recent years, the introduction of music video TV Super TV, but also adapt to the needs of the era of multiple screens. Jia Yue, founder and CEO of the Music Network, said that the Internet development is showing four trends of video, mobile, social and electronic business. and video terminal products appear intelligent, multi-screen, large screen trend. So, big screen is the focus of Internet and terminal video products.

Endless rankings Scramble

For the cutthroat network video industry, the eventual survival of the enterprise may be only five or so, so that the more people who rank before, who will get advertisers more budget allocation.

Youku and potatoes after the merger, this thought can sit back and relax to do the industry first, but did not expect to be in the second group of Tencent Video, Archie Art, Sohu Video is fast catching up.

According to Eric Iusertracker's latest video web site September Integrated Services monitoring data (PC site PC client), Tencent Video monthly coverage of users 275.5 million, to lead Youku nearly 10 million of the advantage to become the monthly coverage of the user single platform first, taking into account Youku, Despite the fact that the potatoes are merged but still use the Internet domain name alone, Tencent video has been well deserved to become China's largest single video platform.

Sohu Video responds quickly take out the October Iris "daily Coverage", the data show: Sohu Video with a daily average of 22.77 million times the coverage of the second industry, and Baidu's love Qi Art also announced in the single user to watch the length of the first place in the monthly total to watch the length of the second place.

Faced with a wide variety of statistical indicators, Eric Consulting, chief analyst Cao told the "China Business newspaper" reporter, statistical video site indicators should be comprehensive, including web pages and the client's statistical indicators are more comprehensive comprehensive data, which guide advertisers to launch is relatively objective.

And for which indicators are really can objectively reflect a video site business value of the index, Liu Chunning that a monthly user coverage, reflecting the advertising, UV how many people can reach; second, per capita browsing time, meaning how many users can use, stickiness good, value is not big.

For the cutthroat network video industry, the eventual survival of the enterprise may be only five or so, so that the more people who rank before, who will get advertisers more budget allocation.

Undervalued Commercial value

The trend of advertising is linked to TV commercials, but it is small and basically a new budget. Part is the internet to move out, the original cast portal, now move to the video this piece, the other part is to take some video ads from the TV, but also new, new media delivery.

Although the network video industry ushered in the development of the spring, the indicators are striding beyond the traditional television industry, but a brutal reality is that the industry so far does not have a fully profitable company, whether it is Youku, or odd art, Sohu video, the video business itself is basically not profitable.

On the other hand, the entire network video industry last year to break through the advertising revenue 8 billion yuan, while the television industry's advertising revenue is as high as 160 billion yuan, even to 2015 years, the video industry's advertising revenue is also only expected 25 billion yuan, total or less than 2011 TV advertising revenue One-sixth.

Liu Chunning told reporters that the main advertising trends in video advertising and television ads are linked, but very small, basically a new budget. Part of the Internet to move outside, the original cast the portal, now move to the video of this piece, and the other part of the TV to take some video ads, and the addition of new, is a new media launch.

For the spread of video advertising value, Cao that is greatly underestimated, from the CPM (cost per thousand) point of view, the video site CPM average only one-tenth of the TV. This shows that the current video site advertising is still relatively cheap a lot. Obviously, because advertisers are not fully identified with the commercial value of the video site, the video industry rarely makes a big public rise in prices like television commercials; In contrast, the prices of video sites are basically symbolic, just meaning, because they are really worried that because of the price increase, advertisers will be the only point of the budget cut.

"We lack really valuable content, the future will slowly create some really meet the needs of users, social value of content." "Talking about how to improve the commercial value of video sites, Liu Chunning that the current video site differentiation is not outstanding." To the video website advertisement sale pattern, the Tencent video future will take the V as the core to promote, is a three-dimensional marketing plan, users see is a fine micro-film, short video, creativity, it looks not like advertising, very fine, but itself has passed the brand value, so that advertisers to reach the brand concept of the user.