How do video websites advertise?

The first step: the combination of "video+TV" seamlessly covers the target population.

Step 2: Make personalized video advertisements to improve communication accuracy.

Step 3: Focus on the patch before the video to increase the audience's attention.

When a series of TV dramas premiered on traditional TV stations and became popular on the Internet, when the hit dramas were "sung down" by various network bodies, we found that the integration of the Internet and TV dramas has become increasingly close.

According to BurstMedia, more than half of video users use the Internet while watching TV. On the other hand, China Internet Network Information Center (CNNIC) released the "Research Report on Internet Video Application of Internet Users in China", which shows that nearly 40 million people only watch videos online and basically do not use TV to watch TV programs; It can be seen that the people covered by TV media and video media overlap and complement each other.

The combination of "video+TV" seamlessly covers the target population.

From the latest "20 12 Digital Video Advertising Trend" released by BreakMedia, it can be seen that American advertisers favor "video+TV" very much. Is it the best partner to integrate the TV advertising content in the same period and form the advertising form of "video+TV" combination? Is it helpful to improve the effect of video advertising? British research institutions found that the combination of TV and Internet advertising can increase consumers' purchase intention by 265,438+0%.

Thinkbox Company and British Internet Advertising Company (IABUK) conducted a joint study on how online advertising and TV advertising work together. A national survey of more than 3,000 consumers aged 16 to 54 who have broadband and digital TV at home shows that all respondents surf the Internet at least 1 hour every day and watch TV for at least 2 hours.

The above research shows that the combination of TV advertising and internet advertising can improve consumers' awareness of brands and products, and also make consumers deeply impressed by the differentiated characteristics of brands. The specific value is the average increase of brand data such as popularity 18%, and the increase of purchase intention1%.

Do personalized video advertisements to improve communication accuracy.

According to the research of online video advertising provider Eyeview and travel website KAYAK, personalized video advertising has a more positive effect on the brand promotion of advertisers.

In order to test whether personalized video advertisements have an impact on the brand, Eyeview divides the research objects into two groups: one group watches KAYAK's regular video advertisements; The second group looked at more personalized and localized advertisements. And this personalization and localization is equivalent to improving the accuracy of the target audience.

This study shows that the personalization and relevance of online video advertisements increase users' purchase intention by 37%, brand goodwill by 65,438+000% and brand loyalty by 73%. Obviously, personalization and precision can improve the memory and relevance of online video advertisements, and ultimately create a stronger brand effect.

Focus on the patch before the video to enhance the audience's attention.

DCCI released a report saying that video patch advertising will become the most popular advertising form among netizens in China. From the research report of BreakMedia, we can see that patch advertising has become popular before the video is played.

63% of advertising decision makers plan to use patch advertisements before playing 20 12 video, and the second form of video advertisements is banner advertisements, accounting for about 50%. In addition, mobile video advertising and ConnectedTV (experiencing Internet content through TV) have become new forms worthy of attention. Among them, the usage rate of the new way of ConnectedTV will double in the next year.

By improving the effect of video advertising, and then finding dramas that match their own brands and products, we can hit the target consumers with one blow. Following the successful operation of hit dramas such as "The New Princess of Pearl", 20 12, 1, Tencent video fully covered the New Year TV series, and launched eight exclusive online copyright TV series such as "Beijing Love Story", "Palace Lock Pearl Curtain" and "Dongshengyi", which created the largest space for video advertising cooperation.