Video website Mobile advertising dream: Still exist technology and many other obstacles

Youku CEO Koo and Archie CEO gong in unison will 2013 positioning "mobile video commercialization of the year."

The first year of commercialization, simply understood as making money in the early years, means that both of them will be advertising when the user is holding a cell phone or tablet watching the video. Archie is more daring than Youku, and has been put into advertising in mobile video, such as hit dramas.

Analysys International latest data show that Youku potatoes and Archie Arts in the domestic video integrated revenue ranked first and third. The top three of the two have put forward the same slogan, mobile video ads will not fire? At least the video sites themselves are starting to hype themselves.

Mobile video advertising is the savior of mobile media?

Data show that the third quarter of 2012 the domestic video site revenue for 2.64 billion yuan, an increase of 78%, the chain growth of 35%. This shows that the video site PC-side advertising growth trend is more normal but not fast.

Gong revealed that the video ads after the Spring festival will rise 30%, the entire industry is expected to achieve a break-even year. According to Archie Art plan, increase revenue in the increase in the first-line city advertising unit Price, expand two or three lines four city advertising market share. PC-side revenue becomes stock, and mobile-side revenue is defined as incremental.

But how big is the mobile video advertising market? is mobile video advertising "Left-handed Guide right"?

According to Gong, "Archie currently mobile client installed capacity has reached 100 million, and Youku potatoes only a lot." "Youku says that no mobile-terminal installed capacity has been released for 2012 years." Prior to media reports, Youku internal data Display client installed capacity of 50 million.

The actual installed capacity is different, but the mobile end of the flow ratio does change a lot. Youku's data is that 20% of the traffic comes from the mobile end, and the Archie art release is 28%. In accordance with the flow of business practices, video mobile end of the introduction of advertising is inevitable.

The pattern of mobile video bringing advertising revenue is a precedent in the United States. Nearly 49% advertisers in 2012 are planning to increase video advertising spending and 65% will increase mobile advertising budgets, according to ValueClick, a US data research agency. EMarketer's data also predicted that 2012 mobile video ads accounted for 5.8% of all mobile advertising costs.

"62% Mobile end users do not look at PC-side video. "The data disclosed by Gong shows that the video overlap between the mobile video user and the PC side is small." "The current total flow of 28% from the mobile end, expect to reach 35% next year." So mobile video ads will be the savior of mobile media ads. ”

Is there any impediment to mobile video advertising mode?

There are only two ways to bring revenue through the video mobile end: Forward charging mode and back advertising mode.

The forward charge is paid member, the current video website members can pay at the PC and mobile end, even if the increase of paid users, can not be counted into the mobile end of the revenue. In addition, domestic and foreign films in the video site has around and four months two long cycle, increase the forward pay income is difficult.

Post-advertising mode is a good and will be used in the main mode, the model is mainly displayed as advertising, but the model still has several obstacles to overcome:

One, single advertisement price is higher

Although mobile-side video ads and PC-side video ads use the front patch mode, their biggest difference is that mobile video, especially mobile video can help advertisers pinpoint users.

Advertisers can analyze the user's personal behavior and recommend more accurate ads to users according to the location and model of the user watching the video. Plus the mobile video will certainly be shorter than the PC-side video time, a single ad price will be higher than the PC side, in the initial stage advertisers can accept is a problem.

Second, the problem of technical products

EMarketer previous studies have shown that the mobile phone and other client advertisers generated a purchase rate of four times times the PC end, but the client advertising there is a certain technical problems.

PC-side ads appear, users can directly click to jump, more understanding of advertising products, of course, there are many times, you will be late ads, but whether you read 1 seconds or 60 seconds, you have seen an ad.

But mobile phones and other clients are different, you want to click on the ads in the video, it will jump to the mobile phone browser page, if you want to return, you need to restart the video client. So Gong said that next year's investment focus, technical products are the first, even homemade programs and copyright hot play are pulled over.

Third, user acceptance takes time

PC-side video ads are currently using short video to paste a 15-second ad, long video in accordance with the time and the analogy of 2 to 4, at most often 60 seconds. Mobile video ads are not expected to exceed 15 seconds, especially when the initial video time is too long to cause users to resent.

Mobile end users can accept one day the video was suddenly posted before the ad, some users said unacceptable. If a video app puts ads on another one, but multiple apps are posted, you'll end up choosing one. So, the user's acceptance degree is an educational process, need time, also need game.