Video Marketing War: Storm attack

Some people say that 2012 is the year of human life and death because of the test of the Doomsday crisis. But after the peace of December 21, 2012, all predictions of doom will be seen as a joke.

There is also a saying in the internet world that 2012 is the year of life and death of online video companies. 2012 is the video industry is full of thorns and risk of the year, the video industry is also facing the fate of life and death. This year the video company was like a marathon runner running to the pole of strength, "stick or fall?" This is a problem. "Everyone wants to run, because the future of the video industry is a huge gold mine, advertisers are holding a big cake in front of the winner, how much cake?" 100 billion? 500 billion? Maybe bigger.

2012, in this online video marathon, who would be the one who fell? Who is the leader? Who's from behind?

October 11, 2012. Beijing.

China Internet Conference held. The annual IT industry event, the influence is unmatched, scholars come, officials come, enterprises come, scientific research institutions come, of course, advertisers also come. On the first day of the conference, the media reported on the three most dazzling highlights of the conference: Wireless, security, and video clients. Wireless and security becomes a hot spot completely in everyone's expected, the video is really everyone's attention, but the video client how to make a big noise?

Originally on that day, Storm audio and video led PPS, pplive and popular 4 clients, engaged in a huge forum. The original low-key clients gathered together, announced a strategic alliance partners to discuss how to change the value of the client is underestimated the status quo, together with the video industry another camp-video site. Four video client company bosses are standing in hand, announcing to the video site challenges to become the media's focus, and win the audience and the media's most enthusiastic applause, is the Storm CEO Fengxin in the speech: "China's Internet crisis, only a fool to save the Chinese Internet, Only the client is the future of the online video industry development direction.

The client, who has always been low-key and cautious, suddenly embraced a cry, in the industry seems to be a clear signal: The client will be in the 2012 video marketing war began to fight!

According to Analysys International data, 2012 online video industry advertising revenue will reach 8.893 billion yuan, up from last year's growth of 95.5%, to 2013 online video big cake will be more than 15 billion yuan. Such a rich feast, but in a disadvantageous competition situation, the client shouted injustice, that this is the advertising and industry underestimated video client marketing value caused.

Take the stage of the Internet conference, the storm led the client collective platform, holding hands to the video site from the challenge of space, is to tell the industry is to tell advertisers: the client stood up! As an important force in the video industry, the era of client value undervaluation will be gone forever!

Indeed, in most people's minds, video sites seem to be synonymous with network video, video sites high-profile, scenery, good at show, deep pockets, always attract the media and public attention. Occasionally referred to the video client, but is completely another style, they low-key, pragmatic, down-to-earth, not eye-catching. The client bosses mostly don't like to be in the limelight, but when they find the power of video clients, blocked by the light of the video site, video sites grab the spotlight and win more advertisers, they do not hesitate to take the first step of the reverse attack.

In fact, not only the video client itself found that their marketing value is underestimated, those of the video industry to investigate the statistical analysis of Third-party consulting companies, also found the problem.

According to a report by the group, the total number of users covered by the video site in June this year is 415 million, the client is 378 million, the difference is not big, the gap is only 10%. Let the client feel encouraged, according to IRIS statistics, the client's user composite growth rate is higher than the video site, that is, according to the momentum of the client's number of users is there is hope to exceed the video site. If the user scale difference is not large, to the client a reassuring, then the user use data on the advantage, then gave the client a shot of the heart: the same is the data, the average per day browsing (use) is 4.1 to 3.3, the client is dominant; per-day browsing time/ The per capita daily use time is 0.96 to 0.66 hours, the client obviously wins.

So, even the video site has to admit a fact, from the user size and use, the two camps are indeed an order of magnitude, and no video site publicity so poised. At least some data, the client camp should look a bit better. What exactly is the reason for the video site to become synonymous with video networks? If it is not a video site to advertisers intentionally or unintentionally misleading, that is, in the user attributes and use characteristics, the client has obvious differences and defects?

Another consulting firm, Analysys International, gave the answer.

In a user-friendly survey found that the client and video site, the two in the user attributes almost identical, gender, age, education, income distribution basically no difference. At the same time, the survey also found that users of video media loyalty and viscosity, the difference between the two obvious: the use of more than 4 years of the proportion of old users, video sites only 25.5%, the client is 50.3%, the client user loyalty far greater than the video site.

Analysys International senior analyst Zhang Yi that, in general, the old users of the media brand recognition and acceptance of content are generally higher, which is indeed a good news for the client, but also a major advantage of the client. "In response to this difference, advertisers can take different strategies in the launch, such as on the client, the same round, the user's impression will be more profound, the effect will be more obvious." "And in the use of viscosity, the client's users longer use, the use of more frequent, know these facts, for advertisers will undoubtedly be more helpful."

Analysys International survey also found that, although the user attributes are roughly the same, but the behavior of watching video online is still showing different characteristics. Nearly half of the users said when using the client to see the video will be a full-screen mode, the site of this data is 12.2%; In the focus, the client has 78.3% of users focus on film and television programs, do not do other things, Web site users have 62.7% users to do other things when watching video, including chatting, Tweeting, commenting, etc. In addition, the habit of watching long video is another major feature of client users, more than 90% of users said to see the film and television to open the client, this ratio is nearly 20% higher than the site.

In this regard, Analysys International, another senior analyst Dongxu, no doubt, whether it is full-screen viewing, or focus on watching, the advertising effect is undoubtedly a factor in addition. Advertisers can therefore create a picture, better sound, more storytelling ads, to win the client user better attention effect. Long video, short-sighted frequency of advertising effect is very far, users watch long video, a few 10 seconds of video advertising acceptance is higher. If in order to see a few minutes of information to endure large advertising, the user's psychological costs are significantly greater.

Almost at the same time, a well-known marketing expert, Dr. Chen Junsong of Ceibs, has done a "network marketing focus and Memory study", an interesting project. His research object is the current network marketing the main advertising forms, including: The portal site of the Drop-down ads, banner ads, search site keyword promotion, video site of the front patch ads, and then the Storm audio and video as a sample of the client front patch and tips recommended. As an influential marketing expert at home and abroad, Dr Chan has established a mathematical model, based on the audience survey and tracking of advertising, from the stimuli themselves, environmental constraints, consumer psychology and state factors such as the selection of variables, and finally integrated positive and negative factors to obtain these advertising forms of influence index, Thus, we can judge the influence of these mainstream advertising forms on users.

The result surprised Chen Junsong. From the index point of view, the Storm audio and video of the front patch advertising impact index ranked first, the other one of the most well-known video site of the front patch advertising Impact index ranked second, the third is the storm audio and video tips pop-up ads. Dr. Chen thinks, compared to the traditional network advertising such as banner ads, search keywords, and so on, the advantages of video advertising is gradually emerging, become the current advertisers are most willing to put the advertising form. And the impact of the storm audio and video advertising forms in all of the advertising front lines shows that storm such clients, with products, environment and consumers the advantages of three factors: the product coverage of large users, advertising environment focus without interference, high user loyalty viscosity strong, such advertising platform should be in fact, in line with advertisers to network marketing requirements.

It is not accidental that storm advertising has the highest impact.

Long-term storm audio and video is the pronoun of the client, leading the client to the video site to launch a challenge to the storm, is recognized as the client boss, the name of the "Client king."

In the development of the video industry, some clients began to do the site, and many video sites have also developed a client, only the storm, the face of the temptation to do the site and the new increase in the client's siege, I kuiranbudong, wholeheartedly to do the client, focus on the client's technology and user experience, Focus on using the client to provide users with the best online video service. Because of this, despite many competitors, the position of the Storm client boss has not wavered.

Such a pure client platform, not only in the client's technology and operations to establish a solid foundation and fortress, but also won the support of users. According to Eric's report, the storm was the first in the year for two data indicators for monthly user coverage and user use. Analysys International User survey shows that in the user most agree with the video media brand survey, the Storm audio-visual brand awareness of the second only Youku potatoes, ranked first in the client camp. During the Internet Conference this year, in the Chinese online video user survey conducted by the China Internet Association, Storm audio and video were also ranked at the top of the most frequently used online client.

The storm is the client's boss, as early as last year began with the video site's boss Youku.

Last year, in the field of online video burst a lot of news: The Storm said some video sites with so-called "high-definition" "super clear" misleading consumers, its clarity does not reach the true HD standard, and the focus on Youku. Clarity, fluency and other user experience has been the site's soft rib, simply can not have peer-to-peer, compression, decoding and other patented technology of the storm to contend with, had to eat a grievances.

Since then, the storm has been out of hand: first to be a real high-definition video on the network of the company on demand, followed by the release of famous's left eye button, become the Representative brand of online video HD. This year, the Storm launched the 3D version, online on-demand 3D film and television programs, become the world's best 3D online program player ... But in technology and experience, Youku is not good, but Youku with its beats in the capital market, cover up its disadvantage and deficiencies, especially the success of eating potatoes for their own more.

"In fact, we are not necessarily marketing opponents with youku potatoes," he said. "For advertisers, storms and youku potatoes may be the best mix," said Liu Yaoqing, vice president of Storm Video marketing. The reason is very simple, our users and Youku potato users overlap is very small, there is a two ads on both sides of the main statistics told me, said the storm users and Youku users, coincidence degree less than 10%. Storms and Youku cover completely different consumers, and from this perspective they are more like complementary platforms, and less competitive. ”

and Liu Yaoqing hold the same opinion, there is another, he is a well-known marketing experts in the industry. Giant Stream Wireless chairman The Tong has a unique insight into the value of the video client and is persuasive.

He argues that advertisers who advertise on television should also be able to make videos, that video is more cost-effective and that many people do not watch TV now but surf the web, and that for some customers it is better to pitch a video. The video should be video site plus video client mode, because the two users overlap is not high, for some customers to cast the site as a client, client video low interference strong attention, better results, more cost-effective. He believes that for many advertisers, the launch of video ads, may wish to consider the "Youku + Storm" strategy, so that Youku and the Storm audio and video two different camps of the eldest brother advertising complementary, resulting in a resultant force, which is more advantageous than the site alone. Those who demand more direct advertising effect, impress users more urgent, cost-effective demand for higher advertisers, the launch of such a client may be better.

14.832 billion yuan. This is the latest forecast for the 2013 video industry revenue. But what does 2013 mean for every video company?

A few years ago, a video site boss once predicted that the video client will disappear in two years, because the power of the site is too strong. Ringing, in 2012, once the "white rich beauty" Tudou fell, before this cool six nets quit, that year, the video site of the name of the Three Musketeers have gone to two, swallowed the potato's Youku won a reputation, but lost the financial, and eat potatoes than before, youku and potatoes each increased losses. and has been a low-key video client, but is alive and well, vivid, especially for the already realized profit, with good technical reserves of the storm, everything is ready, it is to the reverse attack machine. And 2012 the client's efforts to receive miraculous results, Eric's data show that the current client camp advertising began to increase significantly, faster than the video site. The fact that the value of client marketing is undervalued is really improving.

Storm and Youku, client and video sites, 2013 what will be the performance? Youku Of course also want to market share, especially want to profit, and the storm this reverse attack, commander of the video client to achieve the return of marketing value, the real marketing battle, still in 2013 years.