Where are the users, where are I?
Editor’s note: This article from the public micro-channel number “Deep-echo” (ID: deep-echo), author Ma Xiaojun.
Online advertising is getting worse and worse.
On the one hand, advertising prices have risen, forcing advertisers to continue to increase investment; on the other hand, past traffic laws seem to be failing, and how to “smart” spend money has become a problem for all advertisers.
Industry data also certifies this. The 2019 China media industry forecast released by GroupMove China in June showed that China’s media market spending increased by 6.2% in 2018. It is expected that the growth rate will slow down to 5.2% in 2019, and the market size will reach 636.2 billion yuan. Among them, Internet advertising spending increased by 16.6%.
But even with the overall increase in Internet advertising spending, the medium that attracts advertisers is changing. For example, the report pointed out that although online video advertisements continue to attract advertising budgets, advertising costs have increased by 14.3% year-on-year, lower than the average due to the gradual tightening of online audio-visual program content regulation and the decrease in advertising inventory caused by the expansion of membership.
At the same time, the traffic distribution on the line has changed. In QuestMobile’s latest report, the average length of online video has even dropped. For advertisers, is there a good choice for online video ads that have never been profitable?
Online video ads:The growth rate slows down and the benefits fade away
Online video ads have once had a double growth rate every year. In the process of user’s entertainment consumption moving offline from the offline, online video has become the most direct receiver of offline TV advertising. From the form to the more precise selling point, it is easy for the brand owners who are used to TV advertising to accept. Therefore, it is favored by many brand advertisers.
But time has entered 2019, and the glory of online video advertising has gradually become history. The data shows that although the total amount of online video advertising has increased significantly in recent years, the growth rate has declined significantly since the beginning of 16 years, not as good as before.
The core reason for the decline in the overall growth rate of online video advertising is three aspects: quantity, quality, and money. First, as mentioned earlier, traffic to the online video platform itself has been squeezed.
The essence of advertising is attention economy, brand advertising is even more so, where is the user’s “eyeball”, and the value of traffic is where. But we can see that the online video market has entered a mature period in 2019, the growth is stagnant, and the resistance of the head platform to further increase is already great.
At the same time, the length of online video users has not only risen, but is still falling: QuestMobile data shows that in June 2019, the average monthly video video time per month decreased by 5.4%. The user’s time and attention have quietly left the online video platform and rushed to emerging traffic positions.
In the background, some of the problems of online video have not been solved, such as the “quality” of traffic. According to the 2018 video ad quality data released by the third-party monitoring platform Second-Hand Technology this year, the online video package shows that the unqualified traffic accounted for 28.1%. For advertisers, this means that “I know that nearly half of the advertising budget is wasted, but I don’t know which half” is a historical problem that has not been resolved after moving offline from online to online video. Additional spending to monitor new issues that address unqualified traffic.
Not only has the problem not been solved, but advertisers have become more expensive on this part of the traffic. For example, the title of the head variety show such as “Running Brothers” has quadrupled in the past three years. This has caused the price of the ship to rise, and many brands have suffered from the pain.
In addition, the revenue model of the online video platform has shifted to the member subscription system, which has also brought some “trouble” to the advertising business of the platform:The number of members of the head platform is already around 100 million. The number of users is so large that they can’t see the patch before and after, which forces advertisers to make more budgets and buy more titles, such as titles and ideas. Inserting advertisements, etc., also increases the investment of advertisers in the tangible and intangible.
The second hand technology report shows that currently many industry traffic costs have exceeded 20% of the product price, such a proportion of expenses is even more difficult for head advertisers.
The traffic growth is stagnant, the user’s duration is declining, and the traffic quality problem is still serious. The price is rising, and the problem of the online video advertising market is becoming more and more significant.
Online video peaks, Brand advertising short video?
Online video advertising peaks, does not mean that online brand advertising as a whole is in a dilemma. Since the traffic has migrated, it is an inevitable trend to track the flow of traffic and find where there are incremental , where users gather.
In this direction, short video as the double traffic of today’s traffic + duration is bound to be a focus. According to QuestMobile data, as of June 2019, the number of newly installed users in the short video industry is close to 100 million, with an overall MAU of 821 million, a year-on-year growth rate of 32.3%. Compared with the current online video, the overall MAU is 964 million, a year-on-year growth rate of 2.4%. The gap between the two is continuing to shrink.
In addition to the number of users, the per-capita time lost by online video has turned to short video: the monthly average time of short video in June 2019 exceeded 22 hours, up 8.6% year-on-year.
So from the whole industry, the attention of users has shifted to the short video field such as vibrato, fast hand, etc. – the platform and field of user focus have changed, and the next step is bound to lead to the delivery of advertisers. The role of the original online video giant’s advertising market share poses an overall challenge.
Moreover, it must be said that in addition to traffic, short videos do have their own native advantages in advertising. As one of the main forms of information display in the mobile Internet era today, shortThe video resources are large in inventory and the advertising form is more native. Therefore, the user has low resilience and easy to scale, and the recommendation mechanism is the core, and has a higher technical advantage in precision touch. Short videos have long been widely recognized for the delivery of performance ads.
A new trend is that brand advertisements with less attention to short videos have begun to realize the advantages of short video traffic, long user time, flexible form and variety, and can provide on core issues such as performance monitoring. A better solution. The new list is also proposed in the “New List of 2019 Content Industry Semi-annual Report”. Considering the increase in user spending time and the “grass effect” of the brand, this year’s short video content marketing tide is irreversible.
Be aware that in the 15 second era, brand advertising has concerns about short videos – new forms, short durations, and pursuit of explosive rules, which means that the threshold for creative output is high and difficult to grasp; Restricted, the amount of information that can be carried in a single advertisement is limited, and the applicable and appropriate fields will be relatively small.
The short video platform headed by vibrato has also introduced product innovation.
The original content itself has been released from 15 seconds to 60 seconds. It has also introduced more new forms of advertising products suitable for delivery, and has continuously launched targeted creative guidance methods based on industry characteristics, which has gradually turned the disadvantages of brand advertising to short videos. Advantage.
Vibrot has launched a new version of TopView ad format this year, which has created a mimicry in the industry, and many platforms have launched similar types of advertising products.
TopView’s display process, the first 3 seconds for video full-screen immersive lead, 3 seconds after seamless link video + interactive conversion components to provide brands with a better advertising environment and more immersive interactive experience; 60 seconds high The quality material creative space provides ample display space for different types of brand advertisers, first breaking the limitation of the previous short video information bearing capacity.
Moreover, short videos place great emphasis on interaction in product form, and also emphasize the communication experience between content and users. Therefore, advertising forms like TopView can also add more interactive gameplay, such as landing page direct, form direct, select tile, image tile, like special effects, etc., allowing users to communicate with ads more forward, brand expression more initiative.
Compared with online video, which is based on content consumption, it is more unidirectional in the way of communication, such as inserting and displaying pendants. Short videos actually provide more possibilities for gameplay. The expression of the brand is more vivid.
The case of the Lincoln navigator Nautilus with a vibrating tone
At present, it can be observed that some brands have begun to choose to try such an advertising product form, and the data has also achieved good results.
The micro-signal “Vibrody Advertising Assistant” data shows that when the TopView was first launched in March, it cooperated with Lincoln’s new voyager Nautilus to achieve over 165 million exposures and 5s playback by placing TopView super first position. The rate reached 64.49%, and 54% of users made follow-up interactions.
The idea behind advertisers’ attempts to do this is easy to understand: short video is a fast-growing traffic platform that enables more creative and interactive support beyond one-way communication. Not for? What’s more, the relatively short content form and the strong interactive orientation have made the brand’s display more concentrated, and also provided a new and shorter indicator for the measurement of the effect, which is undoubtedly solved. Long-standing problems that plague the brand owner.
Such a brand case is not an isolated case. With the accumulation of high-quality operation examples, the recognition of advertisers will become higher and higher, which will inevitably pose a threat to the traditional online video platform. The brand advertising market, which has been characterized by “long-term slowness”, is completely the world of online long video. However, under the dual changes of user attention migration and product form iteration, the short video of “short and fast” has become the occupation of users’ minds. A strong competitor who builds a brand image and realizes brand value.
In the future, the transition of brand advertising to short video is expected to become a trend that has become more apparent. With the changes in user attention and mental occupation, the reshuffle of the online video advertising market will only further intensify.