It is more powerful than words and pictures to convey rich stories.
In May of this year, the US market research organization Sprout Social launched a survey for marketing practitioners and ordinary Internet users. The survey shows that although in the eyes of marketing practitioners, Youtube is the fourth choice outside of Facebook, Instargram, and Twitter, but in the eyes of ordinary Internet users, Youtube advertising is much more acceptable than Twitter, and is even approaching Instagram.
Facebook does need to care about a competitor like Youtube, because the Interactive Advertising Bureau’s (IAB) Advertiser Perceptions survey found that 43% of advertisers decided to put more ads on video media, 54 % of advertisers maintain their existing offerings.
From the data point of view, Youtube’s video advertising growth is also worthy of attention. According to research firm eMarketer, Youtube’s global advertising revenue this year is expected to reach $11.38 billion, a 20% increase over the same period last year.
The most representative case is that the famous travel website Booking marketing budget is getting stricter and stricter, and the budget growth of mature distribution channels such as search and social media is slowing down. But TV advertising and online video spending surged 41% in the second quarter of 2019.
Tourism service providers have always been big advertisers and are very sensitive to the results.
At the second quarter of this year’s earnings conference, Booking CEO Fogel pointed out that in the past, the return on spending on Google’s search engine marketing budget was “lower than our expectations.”
A long-term trend has been found in this Booking quarterly report: the performance market return (ROI) of search engines and social media is declining, and this trend will continue.
The analyst later asked about the social media strategy and how to look at the effects of Facebook and Instagram ads. Fogel even mentioned directly, “Many of these platforms have not yet had a big return on Google search engines.”
In other words, the appeal of social media is lower than that of video, and its advertising appeal and conversion rate are declining.
I helped Fogel directly point out what he might not have said:
The nature of streaming is based on qualityConsidering it, it has indeed been welcomed by young people. Everything needs to be divided into two to analyze. From the long cycle of 3-5 years, it is worth to observe whether B can be used. Because once the game business declines, at this time, I want to rely on the advertising business to find up the revenue, whether it is facing advertisers or users can not explain.
The other is the path represented by iQiyi. Try to maintain the relative balance of membership and advertising business, and actively explore other sources of revenue. The targeted advertising and incentive advertising that iQiyi is about to launch is actually the representative of this path. Targeted advertising is different from traditional video insertion information flow advertising logic. The strategy is to first judge user preferences and then push advertisements. Incentive ads are users who complete the conversion action specified by the advertiser and get the length of the member. With the help of technical means, advertising products are more accurate and less prone to user resentment.
This is like an investor who cares about whether a country’s political situation is stable. Advertisers are increasingly concerned about the sustainability of a platform’s content and membership policies.
The evaluation period of brand advertising value has been up to three years. A platform with unstable members and unstable content, advertisers are not willing to pay for it.
From the moment, iQiyi and the Tencent video that was later caught up are all relatively good “policy” continuity, and the “political situation” is a relatively stable streaming media platform. For large customers such as cars and fast-moving customers, Choosing B station is obviously better than choosing iQiyi and Tencent video.
How to vote, where to invest, there is no fixed answer.
Ad serving is a process of guessing people. However, I am afraid that we are exhaustive and there is absolutely no way to completely clarify things. It can even be said that we are always on the road to approaching clarification.
I even think that the famous language of the advertising industry – I know that half of my advertising costs are wasted, but unfortunately, I don’t know which half is wasted – it is an eternal contradiction.
Only eternal contradictions, technology and products are in eternal progress.
If any company dares to say that its big data marketing solution can solve this problem perfectly, I can directly judge whether it is bragging or lying.