Video ads have gone into the throes of a rainy day.

Recently, in the video industry and the browser at the same time under the siege, proud tour announced will stop the update with fast into the video ads "immediately see" function. Although the battle over user experience and business model ended with a successful video site, some experts said the business model of video advertising, which still focuses on advertising as the main revenue, has gone into the throes of a painful period.

According to relevant media reports, February 20, proud of the browser announced the launch of invasive advertising new products "immediately see", its CEO Chen Mingjie declared "We have only one goal-to save the perennial bad video ads tortured by the vast number of users," proud to swim with the major video network "3Q war" from this start. In this dispute, video advertising business interests and user experience, respectively, occupy the balance of the two ends, and finally, the World War with a proud tour of the end of the compromise, the balance is further unbalanced. Proud to swim this toss, will have any impact on the industry?

Some insiders believe that, although Youku can stand in the industry to profit from the point of view to blame travel, but whether it should also reflect, breaking the user experience in exchange for revenue this way is not outdated? The video industry is really bitter days, although some of the video content of the advertising market to extend to 60 seconds, but the industry is still not out of the loss, the current only Youku and music network to achieve profitability, for this, proud of the large-scale ban will not be difficult to understand.

But it's worth mentioning that there is a precedent for similar conflicts between browsers and video sites. Previously, Youku is because of the Golden Hill Cheetah Browser blocking Youku video ads will be the latter court. Let the browser manufacturers depressed is that the case Youku win, Jinshan compensation 300,000 yuan. Interestingly, three months after the Cheetah's defeat, the introduction of similar products by industry peers is considered an opportunity to attract attention to disrupt the industry order.

Some experts bluntly, video site existing business model is indeed a weakness. In this respect, 56 network marketing vice President Li has publicly said that the current form of SMD advertising, although mature, but not the most effective form of marketing, its recommendations to try content marketing, the ads themselves implanted into the video.

It is understood that in order to get out of the old business model of the prison, Youku Potato group early last year, the content of marketing, multiple screen marketing and other revenue diversification strategy. In order to make the industry healthy and sustainable development, the video industry even hope that users pay business. It is reported that at present, almost all video sites have launched member business, of which, Youku's annual membership only pay 169 yuan to enjoy the full free of advertising and a number of other value-added services. The business, however, has not only a small amount of revenue but also a weak growth rate.

Popular Network vice President Xiangqingzhou said, in the only exclusive 15 seconds of advertising resources, the user's attention rate and the effect of advertising is directly proportional to the user, advertisers and video site is the three-win situation.

But more than a year has passed, the entire video industry, the length of advertising is not a downward trend.

Tencent Video said that the length of the patch ads did not fall, fundamentally because the current billing methods are CPM (per thousand people cost). CPM Advertising form has low conversion rate, the effect can not be measured, did not give full play to the advantages of the Internet itself, but simply from the TV side translated into the form of advertising.

On the other hand, the advertising history of the portal website may have some reference function to the current video industry. When the portal ads through the CPD and other extensive sales, the days are very moist, occupy more than 80% of the market share. And then came the video site, social media and a series of new media streaming the portal ads.

"Now that the portal has dropped to less than 50% of the Internet advertising market share, the market position of the portal has changed dramatically over the past five years." "China's integrated digital advertising platform Easy Media CEO AdChina said, including video, social networks and other new media added to the advertising market share is much larger than the portal, although the entire digital marketing market has grown, but the beneficiaries are increasing, the market position of the portal has been declining.

2013 mobile video ads were rapidly developing. Shaoliang, deputy general manager of business operations at Tencent's network media business group, said that when users watch a video on a mobile phone or a tablet computer, the user's attention is much more concentrated than watching TV. So, if the advertisement on the PC side is 30 dollars, the mobile end may be 100 dollars in the cost of advertising. At present, Youku Potato mobile end of the revenue account has reached 10%, Archie Art Mobile end of the flow accounted for more than 50%, each video site in the layout of the mobile end.

"Mobile end of the video ads this year began a big development phase, still go with the development of the PC side of the old road." "AdChina that the economic benefits first, mobile video ads will still be manually sold this extensive way to sell advertising."

It is noteworthy that, from the advertising industry budget outflow side, the current CPM billing method is easy to understand, in the video advertising is also not accurate delivery of awareness, in this case, the video site does not seem necessary to do this.

AdChina that the video site or do not walk the old road portal, mobile Internet development is rapid, should be proactive, to establish their own in the advertising technology competitiveness.