Video site ads too long lost users

In recent years, with the rise of new media, traditional media has declined, video advertising has become the main eye of advertisers, the most popular keyword, it is the only time with the keyword search rankings, site banner ads, the third largest network advertising platform, however, the video site too long advertising time has plagued many users, resulting in user churn.

Earlier in the Internet industry circulated the famous "4-Second Law", the so-called "4-second Law" is the Web page loading time more than 4 seconds, it will lose the reluctance to continue to wait for most of the users. And for streaming media such as online video, this law is equally effective and even more important. Most of the current video site to curry favor with advertisers to improve the value of advertising, but also in order to enhance the site revenue, so by adding more ads, long time to form a vicious circle of advertising, gradually the user experience was neglected, the user's aversion began to explode in the network.

Netizens vote: Video site extended advertising period, ignore user experience

For several years, video site mergers, losses and other events staged every year, video advertising is shouldering the burden of revenue, but also to meet the advertisers more demand, since last June, most of the video site patch ads jumped from 15 seconds to 45 seconds, the entire Chinese online video market advertising revenue began to increase significantly.

Recently, the well-known science and technology media Techfrom on Weibo launched a "video site ads are now getting longer, how do you think?" The vote, attracted more than 100,000 netizens attention and participate in the vote, the result of the most votes is 43.1% of users choose "intolerable." Just think of selling ads will ignore the user experience, "only 7.4% of users" more acceptable. Interested to see, not interested in whatever. "

In the current lack of profit model video site, video site only holding video ads this lifeline to maintain the stable operation of the site. But from the user's point of view, what is the purpose of opening a video site? To see a variety of ads or to see the real want to see the news, film and television drama video? After watching a long video TV drama Waiting for a 45-second mixed advertising, you can get up to pour a glass of water, switch pages to brush a micro-blog and so pass the time is also acceptable, and 2 minutes or so the short video must first look at 30-45 seconds mixed ads, is it a bit annoying? Every video to open a will be forced to accept an ad, repeatedly repeated rolling, the real left to the user can recall how many? Will the user experience increase or decrease? And the Internet industry has been very speaking of precision marketing advertising value?

Ad Length: 15 seconds is a tolerable value acceptable to the user

Before the video broadcast too long advertisement has caused the user to produce more and more strong resistance psychology, the number of advertising and how long the advertising effect has a direct impact, the longer the advertisement is a mixed-mode, the audience of the information point on the ads the more no impression, a single 15-second advertising in the user acceptance and correct memory has the absolute advantage.

The report, published by the three authoritative data research institutes of DCCI, Millward Brown, shows that 15 seconds ago advertising compared to 45 seconds ago has three advantages: the user's acceptance of the length of the advertisement increased by 17 times times, the click Rate increased by 44%; "In the Techfrom poll, 10% of the users received 15 seconds of ads for up to 30 seconds, so 15 seconds would seem like a good user experience that users can tolerate."

At the end of last year, top executives revealed that Facebook, the world's largest social networking site, will launch a 15-second video advertising limit in the first half of 2013. Will this move bring attention to the domestic network video industry and recognize the importance of the user experience?

For the video site to achieve commercialization and maintain a stable long-term development of the time, advertising more video content again rich, but destroyed the user's appreciation loss of long-term business reputation, a large number of users this primary foundation, the video site you can go far. To enhance the value of advertising, clean video ads, pay attention to the user experience is the first task.