The truth: Mobile advertising will redeem the video industry

Charles Zhang, Koo, Gong and other people have been in public to express the optimistic about the mobile end.　　What is the magic of the mobile end to attract many manufacturers to coincide with the focus on this area? The answer is that mobile advertising has now surpassed the PC-side advertising price, and with the introduction of precision marketing and interactive marketing concepts, the future will create a much higher than the current PC-side CPM business model, which for each video site, mobile advertising will become the next gold mine, and will become a loss-free State, Improve the redemption of profit expectations. One, mobile end ads than the PC side more expensive according to Archie insiders revealed that the company's mobile client advertising price higher than the PC end of more than 50%.　　It is understood that at present, including Ford, BMW and many other traditional areas of the company began this year in Archie Mobile clients on a large number of ads. The reason the mobile end is more expensive to sell than the PC side is that the mobile end is still a blue sea market, and many businesses have no pricing to follow.　　For advertisers, Mobile end is a new thing, video site more bargaining power.　　There is a video industry deep Throat personage discloses, in the video industry generally, is to the advertisement main charge by the CPM Way, this year's market is the PC side CPM price generally in 12-35 yuan, but the mobile end CPM price generally at 50-75 yuan. "In addition to the traditional CPM sales model, we can add a lot of 1v1 precision marketing and interactive marketing."　　The deep throat person said. For example, when a user looks at a PC video, if they encounter an ad, you can open other Web pages to see, and other ads to watch the video after the past, users can use this way to bypass the ads, but the mobile side of the screen is very small, users are not likely to loading ads in other applications, so the mobile end of the resources are more scarce　　, and the prices are higher. According to a marketing magazine head, advertisers have started this year with some of the video site to try out CPM outside of the advertising method, one of the more successful cases is the Red Bull and the music in the mobile end of the advertising cooperation, Red Bull in this project to pay the cost of the advertising costs are higher than the PC-side CPM billing method several times. Ii. The company has stepped up its campaign against mobile advertising, a 4A advertising firm that has been in charge of Intel's advertising, and many multinationals, including chip giant Intel, have been stepping in to new media in their market budgets since 2011, with a 3-5 per cent annual investment in new media budgets　　% of the number increment. The other side revealed that a concept could not be used annually, every year must have something new, the best of these new trends in the United States and the trend of the domestic market, so that customers easier to identify.　　Mobile video ads just meet the above requirements. The 4A person admits that the mobile end of the video site advertising conversion rate than the PC side can be about 3 times times higher, BMW, Procter and other traditional enterprises have gradually increased in the new media, especially mobile end and social mediaeffort.　　Third, the mobile end may break the video site profit dilemma is a lot of video sites over the years suffered a long time, copyright, bandwidth costs are too high, and the PC side of the CPM model advertising sales price is low, resulting in video can not make ends meet.　　With advertisers ' endorsement of mobile-AD, this emerging field, video sites can completely regain the pricing power, and to break the troubled profit dilemma for many years. "According to our estimates, the third to fourth quarter of this year video site will be possible to achieve large-scale profits." Through the contact with several video website insiders, the feedback gained makes us more convinced of this judgment.　　"Shangchang, a hedge-fund partner who specialises in the two-tier market investment, said. In the Fund's view, Koo, Gong has invariably told the outside of the 2013 is the Chinese video site marketing of the year's judgment, not completely attract the attention of the hype, but the future of the video site trend of judgment. PPLive CEO Tao also bluntly, compared to the traditional PC side, mobile terminal commercialization is more valuable, mobile advertising effect will increase its value to the PC side of 2 to 3 times times more. Four, video site to prepare mobile advertising is around the corner according to people close to Youku, the video site's PC end and mobile end of the advertising price is roughly the same.　　The other side does not recognize the mobile ad can sell more than the price of the PC, the reason is that the PC end and mobile end are using the same advertising system and statistical rules, it is not possible in the same system because the platform is different to allow customers to accept higher prices.　　Although the current mobile end and PC-side advertising prices are basically flat, but Youku potatoes will continue to develop mobile end as the 2013 's most important core strategy.　　Sohu Video announced in April this year with Samsung company to achieve exclusive cooperation, from the Samsung flag carrier model Galaxy S4 mobile phone began, the exclusive development and operation of Sohu video app products "film and Television", and follow-up in China sales of the entire Samsung mobile phones will continue to be placed in this application.　　Not only the first-line video site to the mobile client attention to an unprecedented degree, even those who have faded out of the top echelon of the company also placed great expectations on mobile video.　　酷6网 CTO Kin previously Shangchang revealed that everyone has seen the mobile internet for video sites is a once-in-a-lifetime opportunity, mobile client is his future focus on the project. From the attention and readiness of the mobile side, perhaps the mobile end can create a more valuable business model, and this will become a video site redemption. Chang）