The spring of network video marketing--interview sharing Media CEO Jianglan

A new media is born, people are always quietly watching its development, when the development of this technology is more mature, people began to thirst to learn it, use it, and even generate commercial profits. The Internet is no exception, and so is Internet video.　　A few years ago, people have been accustomed to watching some online video on the internet, but for how to use the network video, the industry has been in the ignorant stage of exploration. This newspaper reporter Xu Sanghui share Media founder and CEO Jianglan November 2010, CCTV quietly launched two video sites, positioning in the online Live "Love Cuckoo" and positioning in the sharing platform of "love Grapefruit"; December 8, 2010, video site Youku officially listed on the NYSE February 15, 2011, pplive Network Television completed the Japanese soft silver capital of 250 million U.S. dollars huge financing; on August 17, 2011, Tudou was listed on Nasdaq in the United States, and on October 28, 2011, Baidu said at its just-concluded third-quarter earnings meeting, The quarter will increase the first round of financing on the 50 million-dollar video site Odd Art network (micro-blog) cash investment.　　From the UK's Got Talent overnight to the "Susan Aunt" to Obama to use new media means to win the U.S. election, from the personal image to the social perspective, from political economy to entertainment, from overseas to domestic, the world is greeting the arrival of online video. According to CNNIC statistics, June 2011 China's network video continued to grow steadily, the number of users reached 301 million, the user's use rate of 62.1%. Eric Industrial Research analyst Sougins to the "advertisers" reporter sent the relevant data show that 2010 China's network video market size of 3.14 billion yuan, an increase of 78.1% per cent, achieved rapid growth; 2014 market size is expected to reach 16 billion, 2009-2014 years five years compound growth rate of 55.5 %。　　Many analysts also generally believe that the network of video industry has arrived in the spring. Network advertising is accompanied by the development of network communication, with the rapid development of China's video network platform, network video latent huge commercial value and social significance gradually recognized by the community, a new form of marketing-network video marketing model has been quietly born. Sharing the media is a typical of the sharp commercial tentacles into the network video field of the whole media Video marketing advertising company. With its huge market potential and leading business model, sharing the media has been successful in the first half of this year by the DCM-a-round financing of top U.S. venture capital companies. It is understood that the current DCM management over 2.1 billion U.S. dollars, in Silicon Valley, Beijing and Tokyo have offices.　　Companies that are invested by DCM are generally considered to have high growth space and potential. Sharing Media founder and CEO Jianglan that from 1998 to 2002, the Internet is a 1.0 era, it is a Web site to the user in a single direction of the Internet media 1.0 times; From 2002 to 2007, China's Internet has entered the 2.0 era, swimmingDrama, Forum, the emergence of the community makes the interaction between the website and the user become feasible; From 2007 onwards, with the advent of social networks, microblogging and other social tools to flourish, the development of the Internet into the 3.0 era, everyone is a media, everyone is an important node in the information transmission chain.　　Web3.0 times need everyone to share their views, the "share media" company name is derived from this idea. Online video, a powerful complement to television advertising although TV viewing groups are shrinking, the annual cost of advertising tenders for television media is still soaring. Many experts have said that the current value of television advertising is seriously overvalued, while the advertising value of Internet video is seriously underestimated. Jianglan not fully agree with this view. Although the value of Internet advertising in China is currently undervalued, the world's television media is still the most powerful medium. It is undeniable that the television coverage and ease of use of the other media still have incomparable advantages, this is China's top 50 brands still put 95% of the advertising costs on television is the main reason.　　For now, online video advertising is far from reaching the stage of rival television advertising, which is actually more of a supplement to television advertising. In terms of coverage, online video advertising effectively complements TV commercials. Over the past 30 years, television advertising is undoubtedly the most powerful form of media communications, for many enterprises brand promotion, product promotion have played a decisive role. This aspect because the television can sound picture one, the advertisement form is richer three-dimensional, on the other hand because the television real-time transmission characteristic, covers to the widest crowd. In recent years, China's Internet rapid development, the number of netizens has leapt to the world's first, many netizens have been accustomed to access to information through the network and watch the program, which caused a huge loss of television viewers, so the network video advertising has become a powerful supplement to the loss of TV viewing.　　With the rapid development of the Internet in China, the further popularization of the network, the network video will cover a wider crowd, the network video advertising on television advertising will be more and more strong complementary role. From the audience structure, the consumption of strong, willing to try and share the young people constitute the main Internet users, they are precisely the enterprise brand and product promotion of the core target crowd. Therefore, in order to improve the targeted advertising, corporate media programs are gradually tilted to the network media, from TV ads to video ads will be a significant budget.　　More importantly, the traceability and analysis of network behavior is a powerful weapon for video advertising to beat traditional TV ads. In terms of form, video advertising has greatly expanded the depth and breadth of online advertising. Compared to the ordinary display ads, video advertising not only makes the user's visual experience richer, but also from the hearing to attract their attention, three-dimensional delivery of advertising information. For the purpose of brand marketing, it usually achieves the 1+1>2 effect. Video advertising not only shows a greater advantage than the general static network advertising, for other rich media, such as dynamic advertising forms, the advantages are also outstanding. WithIntegrated marketing communication Theory in all walks of life, integration and precision more and more attention. Brand marketers are most concerned about how to make full use of media channels for accurate and efficient advertising.　　Online video advertising, combined with video and precision positioning technology, is rightly the most popular advertising marketing tool. Tracking cookies, video ads precise orientation years ago, John Wanmaker, the US department store father, complained that half of the advertising costs were wasted, and that accurate delivery now not only solves the traditional historical dilemma of advertising, but also allows audiences to avoid too many ads that are irrelevant to themselves. Precision advertising is gradually gaining recognition in the advertising industry.　　Jianglan said that the network video ads can be based on different types of user attributes (such as user behavior, IP address, registration information, etc.), presenting different ads, easy to achieve the accurate delivery of online advertising. "Sharing media integrated the network video industry's high-quality resources, the use of leading professional video advertising system Adshare, to provide advertisers with efficient video network based on high-quality resources and precision of the classification of the Internet Advertising services, to achieve massive coverage, accurate delivery, professional services." "Jianglan to reporters," and directly in the video site to provide advertising resources compared to share the media has two main characteristics. First, by sharing the platform, ads can be exposed on multiple video sites at the same time. According to reports, netizens most commonly used video website not more than two, from this angle, advertisement exposes the website to be more, cover to the netizen that the audience is broader. Second, because the sharing of the media will be a large number of sites on the same platform, which makes the same netizen on different sites on the multiple browsing behavior is recorded, through the Cross-media frequency control can also effectively eliminate the duplication of advertising. This will save advertisers a significant amount of advertising, with detailed data that will at least stop them from brooding over half the cost of advertising. "In order to make the brand advertisement more exposed to the more suitable audiences, the sharing media takes the lead to adopt the real-time dynamic optimization technology to adjust the advertisement." In other words, advertisers can not only in the ads before the use of accurate directional multidimensional directional conditions (such as keywords, internet users characteristics, delivery time, areas, etc. for the advertising preset range, but also in the advertisement during the real-time monitoring and analysis of the delivery effect, to find the target audience most focused on the point of time to find the best response to the creative version of the audience　　, to determine the depth of competition users, mining new potential consumers and so on. The network video advertisement uses the Internet video as the carrier, its form and the television advertisement, has the characteristic which has the strong appeal, various forms, very good explanation originality, simultaneously has the network media interactive, the active dissemination, the cost is relatively inexpensive and so on.　　It can be said that the network video ads together with the TV ads and internet advertising dote on, and will be in the future of corporate marketing communication activities play a pivotal role! Sharing media choice of network video marketing is a huge potential market. Gift Rose, hand fragrance, look forward toShare the media tomorrow as Jianglan said, like its windmill logo, with the help of external forces, the core can also be better cultivation, burst out the power to change the industry, for advertisers to provide the best quality service, to bring more surprises to users.　　Data one, 301 million, according to CNNIC statistics, as of June 2011, China's network video continued to grow steadily, the number of users reached 301 million, user use rate of 62.1%. Data two: Enterprises or advertisers in order to higher profits have to explore the new network marketing model, precision marketing has become the main force of the new network marketing model. In this era of the audience market segmentation, it is more and more important to grasp the strategy of network precision marketing operation.