Video website Value Promotion

Absrtact: South Africa World Cup curtain, video website World Broadcast war also with it. To the concern of the industry, the three video sites that bought the broadcast copyrighted potatoes, Youku, cool 6 all realized the project profit, to the big event broadcast marketing and video website Media route note

The World Cup in South Africa, the video site of the "broadcast war" has also been decided. To the concern of the industry, the three video sites that bought the copyrighted videos, such as potatoes, Youku and cool 6, have achieved project profitability and injected strong confidence into the marketing and video-media routes of big events.

"This time is really making money, no loss to make a yell." "Tudou CEO Wang told reporters.

The first trans-mass broadcast profit threshold

Yesterday (July 15), in a forum on digital media marketing, Wang said the World Cup marketing project has achieved profitability. Wei, senior vice president of Youku, has also said the World Cup's gains have crossed the threshold of profitability, proving the possibility of large-scale broadcast profits.

Tudou's chief marketing officer, Wang Xiangyin, said that in the second half of last year, many customers have found them to discuss the World Cup marketing issues, preparatory work from then on, but for whether it can be profitable who have no practical grasp. Until the end of May this year, Wang said in an interview with the Daily economic news that the list has been implemented more than tens of millions, "so the cost recovery is not a problem, the project must be money." ”

The final result of World Cup marketing also makes three big video websites quite satisfied. "Portugal's 7:0 victory over the night of North Korea, we have broken the profit and loss line," Wang Xiangyin told reporters, the overall project has achieved a profit. She did not disclose the specific amount of revenue, said only in the "15 million Yuan ~2000 million". Youku's outgoing figures also say revenues exceed 20 million yuan.

"This is a pure market price, we are estimated, advertisers have put forward the framework of communication." "Wang said. In the three-hour World Cup, advertising prices will float 20%~30%.

"The next World Cup video rights purchase may not be 15 million yuan, may be 150 million yuan." "In Wang's view, this World Cup investment, with the frequent on the television level of billions of dollars in the interest of the purchase cost of the game is not a heavyweight." However, with the rapid growth of Chinese video users, the change in the advertising main video advertising and the promotion of confidence, the price of Internet video will become more and more high in the future.

"This (World Cup) is a landmark, the video web site in the big event marketing for the first time to achieve a profit, which also shows that the overall profitability of the future is not far off." "Wang Xiangyin said.

The significance of the World Cup relay for video sites lies in the division of competition intervals. Industry analysis, said, disposable 15 million yuan (CCTV request one-time payment) to buy broadcast rights, and ultimately the collective to achieve profits, is precisely the first three domestic video site, the video industry's vicious competition will gradually eliminate. "People will cherish feathers more and pay more attention to the promotion of brand image value," Wang Xiangyin said.

Video website Value Promotion

In addition, the success of the World Cup marketing has also mapped the video site media attributes of self-awareness awakening.

From the third party analysis of the consultation, said, after the World Cup baptism, the video site has laid the new media in the overall planning of large-scale events of the status of the square. Research data show that 64.3% of Internet users preferred the Internet media to understand the World Cup-related information, more than 21.4% of the preferred TV Internet users ratio.

According to Tudou data show, during the World Cup, its homemade program "South Korea Watch World Cup" total clicks exceeded 300 million, average daily clicks up to 10 million; Youku World Cup live shows the highest volume of the single set of nearly 3 million times; 酷6网 revealed that the number of users in the World Cup was up nearly 50% from the Beijing Olympics

The reverse transmission of self-made content has also become the best footnote of the rise of the video website media value. Tudou's Homemade "Korea Watch World Cup" has been broadcast on more than 40 local television stations. Youku's homemade program, "Big talk World Cup", "not to disturb the ball" has also been implemented in dozens of TV stations on the ground broadcast.

Homemade program hit also contributed to the rise of the relevant industrial chain-the video site invited comments guest lineup unprecedented, Huang, Dong Lu, Trump and other celebrities have joined, their income is also rising. People familiar with the matter said that the video site this summer invited the name of the mouth of each appearance fee has reached "20,000 yuan ~10 million" range. The participation of these celebrities has also contributed to a rise in the value of the video industry.

Video sites believe that homemade programs in the marketing process to the credit, SMD ads, interactive advertising, original implantation and other models have won the China Mobile, snow beer, visa and other brand recognition, "this kind of advertising marketing way to ensure the profit results." ”

"We were more like a big media company than we were before," says Wang Xiangyin, a video site that is more stylized, "in fact, the video site already has the obvious features of new media." ”

After the World Cup, she says, it will continue to promote branded media values, followed by major event marketing in the vertical sector, such as auto shows, ChinaJoy, and homemade dramas.

Video sites show a strong style and interactivity of the new media attributes also attracted the traditional industry giants of great concern. CCTV International general manager Wang Wenbin has repeatedly said to the media, in the future hope to strengthen cooperation with the video sharing site, hope to cooperate with the way and way more broad, multiple, and achieve "content + advertising" integrated into the model.

Every journalist Xu Jieyun from Shanghai