Increased video marketing attention will reach US$8 billion in 5 years

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does more and more attention and investment turn to the field of video marketing, does it mean that years of hard work in online video has been reaped? & ldquo; everyone is expe...

does more and more attention and investment turn to the field of video marketing, does it mean that years of hard work in online video has been reaped?

& ldquo; everyone is expecting that in two or three years, the video website advertising market will go from tens of millions of dollars today to 5 billion dollars and 8 billion dollars three or five years later, which is inevitable. & rdquo; at the Tudou Video Marketing Awards ceremony on December 4, 2009, Tudou CEO Wang Wei explained the changes in the video industry in 2009 and the prospects for this market. Yes, the video industry in 2009 must be hot, investors and advertisers have not let go of this new darling.

attempts of advertisers

& ldquo; due to the excellent performance of the activities in the first season, Tudou and General Buick are continuing the full coverage of the second season & lsquo;S Bend Guinness Challenge & rsquo; Zhuhai, Beijing, Chengdu and Shanghai. A new round of video marketing storm is about to be staged again. & rdquo; after the Shanghai General Motors-Buick brand first partnered with Tudou in 2009, the two sides have already carried out cooperation in 2010. In the first half of 2009, in order to promote its new product Buick New Regal 2.0T, Shanghai GM openly selected and tested the S-bend master in 20 cities across the country, and the winners of each competition point gathered in Yunnan to challenge & ldquo; the first bend in the world & rdquo;. Tudou, as the only full coverage media, contacted Tudou podcasts from April 18 to June 21, 2009 to cover the ldquo;S Bend Challenge & rdquo; event.

the Tudou podcast goes deep into the qualifying matches of 20 cities across the country, as well as the national finals of rdquo;, the first bend in the world in Yunnan-ldquo;. The whole process filmed and recorded the trials of the top test drivers around the country, and gave birth to a large number of high-quality video clips, showing the superior performance of the car. At the same time, the video produced by the Chongqing station podcast is designated by GM as the official promotion video to be promoted in the Tudou station and other media. The 20-stop event produced more than 300 recorded videos and produced many personalized videos, such as & ldquo; King's Landing (Xi'an Station) & rdquo;, & ldquo; Tianjin Allegro said S-bend (Tianjin Station) & rdquo; and so on.

during the promotion period, the entire event page was exposed a total of 856703 times, and more than 277 recorded videos were produced at 20 events, with a total of 6893546 broadcasts, and the most popular videos were played 401623 times. The identity of the web viewer is highly consistent with that of the intended target visitor. Long after the end of the event, many enthusiasts are still clicking on the event video to enjoy the wonderful car games during the challenge. The influence time and scope of the activity goes far beyond the activity itself.

Wu Hansong, general manager of Huayang Lianzhong Advertising Co., Ltd., who is in charge of the implementation of the marketing plan, said that & ldquo; Tudou itself calls for originality, to create videos with users' own views and ideas, and to use such videos to truly reflect the feelings of the scene and find interesting things, so that we can really publicize and experience every station and let everyone see it & rdquo;.

he also believes that & ldquo; has a podcast on the scene, so we haven't left out interesting details, which is very different from the traditional live report. This is what we think is the most successful case, and it is also the case that we use content to create new communication. & rdquo;

Zhang Zhifeng, senior consumer marketing manager and product group manager of Philips, who feels the same way as Wu Hansong, thinks: & ldquo Network media is an emerging media, the target population is very accurate, can accurately evaluate and measure, maybe every penny of my money will not be wasted, so we combine traditional media television with emerging media, spread breadth through television advertising, combined with emerging media accuracy, measurable, evaluable, the combination of the two, we chose video advertising. & rdquo; in 2009, Philips conducted an innovative online emotional marketing on Tudou around & ldquo; Light, the inspiration of home & rdquo;. Let Philips's new concept of bedroom expression take root in the hearts of the people. The imperceptible implantation of family emotion makes consumers naturally accept the unique brand experience of the product. Tudou has successfully helped Philips deliver a new way of life, shaping the fashionable home image represented by Philips lighting products.

At the same time, Wu Xiangling, managing director of GroupM China Interactive Marketing Department, also saw from the actual actions of customers that advertisers attached great importance to online video: & ldquo; I also saw that many customers began to attach importance to online video marketing and even applied it very attentively, such as Pepsi, Volkswagen and Unification. They regard online video not only as a channel for exposure, but also as a platform for interaction with netizens. As video leaps up in 2009, we also see content cooperation, or in-depth cooperation taking place at the same time, so I think it is a very good thing for video now, and it is making the fastest progress. & rdquo;

in fact, in 2009, the craze of video advertising swept the world. In foreign countries, big companies such as Coca-Cola, Diageo and Unilever have joined the online video marketing camp. In China, video advertising has become the most popular marketing platform, shoes and clothing, beverages, cosmetics, IT, communications, automobiles, fast consumer goods and many other industry leading brands have joined the video advertising camp. Among them, Tudou has successfully allied with more than 200 first-tier brands at home and abroad, and the marketing potential of video websites is gradually being discovered.

potential of Creative + Technology

Chen Gang, associate dean of the School of Journalism and Communication at Peking University, said that online video advertising in China is expected to reach $1 billion to $1.5 billion in the next three to four years, and video advertising has entered the fast lane of growth. This expectation may explain the motivation of Shanda's recent acquisition of Ku6. The potential of video marketing has been recognized by more and more followers. However, the practitioners of video websites may be able to clearly see the development prospects in their eyes.

Deng Wei, vice president of sales of Tudou, feels that video marketing has become a concern of media and advertisers in 2009. Ldquo; customers generally gave us a relatively small budget in 2008, while Tudou's revenue in 2009 has exceeded 100 million, an increase of 4-5 times over 2008. The reason why rdquo; has achieved such a success is closely related to the marketing value of video advertising.

Deng Wei understands the difference of video advertising in this way: the user group of video websites is now in a situation that does not coincide with the TV audience, which is the most important difference at present. According to Deng Wei, the TV audience has begun to approach people over the age of 40, and the overall quality is declining in terms of education and income. The core population of online video is 18-30 years old, and from the development of 2007, 2008 and 2009, the overall user base is expanding to both ends, this trend is constantly developing on the whole, although the main force is 18-30 years old, but they almost do not coincide with TV users, which makes integrated video advertising effective.

Deng Wei also used figures to prove the accuracy of video advertising. When Tudou and TV stations broadcast "my head and my Troupe" at the same time, 62.2% of Tudou users had a college, bachelor's or master's degree or above. The proportion of family income exceeding 5000 per month is more than 45.5%. These data can play an important role for advertisers to accurately locate users.

generally speaking, accuracy and interaction are the most important features of video advertising. Many advertisers have noticed these features of video marketing and are gradually attracted by it. Introducing the development trend of video marketing in 2010, Wang Xiangyun, vice president of sales of Tudou, believes that the development trend of video marketing will be the transformation of advertisers'TV media budget, that is, there will be more budget shift from TV media to online video in 2010, that is, online video is a supplement to TV media. Judging from the current development trend, this judgment is indeed in line with the current situation of the development of network video, but combined with the development prospects of the Internet and the changes in the number and habits of Internet users, taking network video as a supplement to television is obviously not the final positioning of network video.

in addition to being accurate and interactive, another feature of video marketing can be called the biggest difference between video marketing and traditional media marketing, and it will also be the key to its ultimate ambition, that is, creativity + technology.

& ldquo; Tudou has been committed to helping customers come up with new marketing solutions and ideas since 2008. The integrated marketing of creativity, technology and marketing solutions is the key to the success of our sales department, and we have been committed to taking the business of brand customers. & rdquo; creativity and technology is what Wang Xiangyun believes is the biggest difference between video marketing and traditional media marketing.

& ldquo; video marketing is a creative and expressive form of video websites in addition to knowing as much about advertisers and user behavior as ordinary media, and providing advertisers with the best way to reach their audience. Because we are not exactly television, we are not television in the traditional sense, so whether it is the strategy or creativity we provide, it is new technology, and our team also invests a lot in this area. Video marketing is not just sales, there are many teams behind to do creative and technical services to customers. & rdquo; Wang Xiangyun said that he will use higher requirements to develop the overall creativity and technology of Tudou & ldquo; which is the key to the competition among different video sites & rdquo;.

as an emerging online media, the attraction of video websites to advertisers lies in how they should reach nearly 400 million netizens in a novel and creative way, and creativity and technology are the key to achieving their goals. At present, advertisers hope to present not only patches and background ads on video websites, but also more creative and powerful ways to connect with their audiences, which is where video marketing creativity and technology play a role. it is also the great potential of video marketing.

the dawn of harvest

of course, under the bright prospect planning, we have to admit that although video marketing has made great achievements and gradually won the favor of advertisers, it still has a long way to go.

copyright has always been one of the bottlenecks in the development of video websites. Many advertisers dare not put in advertisements because of the copyright attribute of the content broadcast on video websites. However, a variety of strong measures taken by the relevant state departments since 2008 are gradually cleaning up illegal websites in the industry, and the issuance of audio-visual licenses also contributes to the development of formal video websites. At the same time, self-discipline within the industry is gradually taking shape.

in fact, the pioneers in the video industry are no longer troubled by copyright. As a platform to share and show netizens' creativity, the vitality of video websites comes from content, and will eventually achieve good results in content. What they need to solve urgently in marketing is to address the concerns of advertisers in terms of evaluation, creativity and so on.

when in contact with advertisers, Wang Xiangyun found that many customers only regard video sites as a traditional Internet, & ldquo;, for example, advertisers still require how many clicks and how low the cost of a click. Many customers' evaluation models and standards stay in the relatively early portal era. In fact, the settlement of advertising prices in accordance with CPM is very reasonable, but this is more difficult for some traditional customers to accept. & rdquo; however, Wang Xiangyun sees that advertisers' acceptance of video marketing has increased a lot in 2009, and she believes that in 2010, advertisers will include video marketing as a regular marketing means in the marketing budget.

however, in the view of advertisers, the basis of evaluation still needs to be improved and improved. & ldquo; TV is a relatively mature media. From the perspective of media selection, the amount of data is relatively complete, while video websites are relatively lacking in this respect. This may be the core problem that needs to be solved in the future, & rdquo. Wu Hansong believes that if TV and video can have a good docking in terms of data, and even find a basis for mutual comparison and reference, it is very possible that video websites and television can not only compete with each other, but also grow together.

in addition, the greatest sustenance of advertisers for video websites lies in creative planning. The most common question asked by ldquo; advertisers is & lsquo; I have some new ideas and ideas. Can you come up with them? & rsquo;” Wang Xiangyun realized that the greatest attention paid by advertisers to video marketing is still in the creative aspect. She said that Tudou has accumulated a lot of experience and attaches great importance to the role of creativity in video marketing.

At the same time, we see that video websites have gradually expanded their scope of development in 2009, such as starting to explore mobile phones, and the export of 3G has been opened. At the same time, the cooperation with film and television manufacturers has also taken a substantial step, which shows its efforts in user expansion and content originality. Advertisers will be able to clearly see the favor of users for online video, but also will be able to see the broad prospects of video marketing. # p# subtitle # e# 2009 Tudou Video Marketing Award list

virus propagation

1 Nokia N-Series-Liu Qian Magic Street shooting video

2 Samsung-Kubi mobile phone video marketing

3. Promotion of Schering-Plough-Marvelon series virus video

4 Wa-Beer Tea

5 Levi’s Cloud- looking for number one

plot interaction

1 FAW-Volkswagen-Suiteng reverse drama "Coffee and Milk"

2 Master Kang-Tieguanyin Tea "fun in Life"

3 Oprah wins makeup-"winning Love Story" video skits are promoted

4 Nike-Chunxiao my metamorphosis

5 Mengniu-me and my motherland