Video: How to measure the value of a video site's big play marketing?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

I dark Horse: in the major video site content strategy convergence background, how to measure the different video site of the big play marketing value? What are the criteria for choosing a platform for a brand owner? What kind of strategy can be used to dig deep into the market potential of a big play? This article will be combined with 2014 major video platform for the second half of the big play content strategy, The above issues for in-depth sorting and sharing of views.

Nowadays, video marketing has become the mainstream of digital marketing, while quality big play occupies the value Highland of video marketing. According to Millward Brown "video Advertising trends Insight" data, online video 60% of the user traffic by the big play contribution, quality big play marketing value, has been recognized by advertisers.

First, hit the play share: "Quality personable" of the big play resources

High-quality content, is the basis of video web site, but also the main carrier of advertising to convey brand information. The share of the hit drama is the most basic index to measure the marketing ability of the video website big play. The video website only has sufficient quantity and "the quality personable" the big play resources, can provide the rich possibility and the dissemination opportunity for the brand advertisement marketing.

2014, the industry's four major players in the summer content reserves, are very rich, but from the top of the possession of the big play and homemade content of the quality of the dimension, the performance of different families.

In fact, the drama not only can cover a wider range of users at the same time, high-quality content and star lineup, but also to the pursuit of the same tone of the brand advertisers pro-Lai. Which platform of the top big play share high, who is a home to get the first prize.

Second, the big play operation ability: The interactive social experience user is always stronger than the competitor strong hundredfold

When each video site has a large number of high-quality, homogeneous drama, how to operate through the new platform, to provide users with more choice of the entrance of the yuan, richer content consumption and a more solid user experience, this is all video sites need to think about the problem.

Haier Electric Group brand operations director Wang Meihan has said, "Haier's marketing strategy and investment budget mainly according to the user resource value can be determined, the future marketing direction and the agency's new requirements, mainly on the interaction with the user." "For advertisers, to the big play as the basis for communication between social media and consumers, can create more creative space for brand marketing, to achieve a stronger relationship chain spread."

Take this summer most hit "Gujian tan" for example, Youku potatoes mainly to their own video platform linkage operation. Sohu Video relies on the traditional Sohu portal resources, with media topics, news hype and other means. Tencent video is backed by Tencent's eco-circle, relying on the support of Tencent's platform, in addition to the full use of news portals and entertainment resources, but also integrated QQ, micro-letter, micro-vision and other mobile entry-level products, so that drama and brand information exposure, showing the magnitude of multiplication.

Social times, video sites between the "fight", close to the opponent than focus on users, grasp the user. Because, the user is always stronger than the competitor hundred times.

Third, video platform user coverage and composition: Find the target consumer node

For advertisers, whether through any form or content of marketing, in the final analysis, are trying to brand information to reach the target consumers. Advertisers sponsor big dramas, too, and the ultimate goal is to influence the audience behind the big play. From this dimension, the user coverage and composition of video platform is directly related to the marketing effect of advertisers.

From a user-component perspective, you need to consider whether the video platform can attract young consumers and high-end consumers who are moving away from television and have considerable purchasing power. This group of audiences can form effective complementarity with the traditional TV viewers, enhance the advertising marketing effect, and highlight the linkage effect of the network platform.

Iv. Video Platform Advertising product innovation: How to expand ROI maximization

Compared to television, video site to attract advertisers to launch a major feature is: the massive nature of the great drama, brand owners to create a wealth of marketing opportunities, brand owners are also facing the choice of problems. Big play marketing is expensive, customers also have "play" risk.

Based on this, the industry also for advertisers launched a different innovative big play marketing products, for advertisers "sharing problem-solving." Youku potato from the user dimension of the launch of "Sunshine Theater" and "Youth Theater", will be the popular repertoire branding portfolio, to ensure the stability of flow. Sohu Video's "Golden Fox play Force" sharing program, through the integration of High-quality drama, with the main advertising share of sound volume coverage.

Tencent Video Solution is "Platinum Theater", customers can be ranked according to the repertoire of the number of play ads, that is, the ads are completely put in the first ten hits daily, the system will be based on the daily volume rankings automatically update the play of the customer ads. This also reduces The advertiser's play and the risk of betting, more simple, direct and accurate launch strategy, fully protect customers in the launch period of the big play marketing investment return.

V. The brand value of video platform itself: How to reach co-marketing with advertisers

At present, the big play marketing too commercial implantation, affect the quality of the series and hurt the user experience of the problem, is increasingly being recognized by advertisers, out of the content circle more focused platform value to become a new big drama marketing trend.

High-quality video platform, itself has a considerable brand value, and advertisers can borrow the brand, forming a brand value resonance, and ultimately realize the advertising and video platform co-marketing.

In short, the brand owner in the planning of the big play marketing program, in addition to pay attention to the quality of the drama itself and the content of attraction, but also pay attention to the performance of the play platform operating capacity, social interaction experience, user coverage and composition, advertising product innovation and video platform itself brand value. The influence of the big play marketing is decided by the operation platform attached by the big play and the big play. Only by comprehensively considering the above five indicators, can the brand master make the big play marketing choice more wisely.