Rebirth: Dominate The World, Starting From The School Network

Chapter 529 The Best Advertising Time

The meeting moves on to the next topic.

Regarding the issue of advertising embedding in online video business.

This is important.

Because it is a major matter related to the source of income!

At present, everyone’s point of disagreement mainly lies in the determination of advertising duration.

One party supports 30 seconds or 45 seconds of pre-roll ads.

The other side supports manual click to close the advertisement after 5 seconds.

The two sides argued endlessly about this.

Lu Yi, who has experienced the pain of not being able to manually close long advertisements, obviously has an answer to this question in his mind, but he has not said it directly now, leaving the two sides to debate.

Yifang said: "I have to stand up and complain about dozens of seconds of advertisements. Our online videos are not bad. Like some other video websites that do not have the financial resources to burn money to operate, the 120-second pretitle advertisement is like an old lady's foot wrap." It's the same, smelly and long, which seriously affects the user's movie-watching experience. The good mood of watching the movie was suddenly ruined by the smelly and long advertisement.

"From the user's perspective, the steps for a free user to watch a movie are the search page, click to play, wait for the advertisement to play, and officially watch the movie."

“For users, few people will remember what the advertisement specifically said, and no one will read it. Instead, it will leave a bad impression on users, resulting in low user stickiness.

"In this way, not only will the advertising revenue be poor, but it will also easily drive away users."

"So, our video space must not learn this. We must use the solution of manually skipping ads in 5 seconds."

The other party directly retorted: "If you can manually close ads by choosing 5 seconds, will any advertisers be willing to invest money in advertising on our website?"

"Advertisers come to us to advertise, but the title only lasts for seconds."

"Once the 5 seconds are up, the user directly closes the ad manually. Not even a complete ad is played, and even the ad at the back has no time to appear at all."

"This will lead to advertisers being reluctant to place ads on our platform."

"Originally, we have suffered serious losses in this sector. If we lose a large number of advertisers, our revenue will inevitably fall sharply, which will inevitably lead to even greater losses, because more than 85% of our revenue relies on advertising revenue.

"So, I think, we have to go down the path of having long ads and not being able to turn them off manually."

"Although this will lose the user's viewing experience, as long as we make the content good and excellent, we can make up for this shortcoming. Users will also be willing to wait a little longer.

Watch the video on our website.

It can be said.

The arguments on both sides are mutually exclusive.

The father-in-law said that the father-in-law was right, and the mother-in-law said that the mother-in-law was right.

One side stands on the user’s viewing experience and the user’s retention rate.

On the other hand, it is based on the revenue of the website.

You can't say who is right or wrong, both sides have their own reasons.

now.

Everyone who was blushing was looking at Lu Yi, hoping that Lu Yi would come up with an idea.

Lu Yi did not speak, but looked at Lu Qi and said, "Lao Lu, what's your opinion?"

Lu Qi looked at the document data in front of him and said: "Many people think that as the advertising duration becomes shorter, advertising revenue will decrease, but judging from the data I obtained, this is not actually the case.

"The best example is our international version of the VideoSpace website, which trialled a 5-second skip solution, which not only earned a lot of word-of-mouth, but also earned a lot of money."

"Looking at the domestic version of the video space, they tried out a 45-second-long advertisement that cannot be closed manually. However, the revenue from the advertisement did not increase much. On the contrary, the user stickiness became very low, and it was easy for Youku and Tudou Video to snatch users away. past."

obviously.

Luqi supports a 5-second skippable solution.

This is somewhat frustrating for people on the other side.

I thought Luqi would support them from the perspective of revenue, but I didn't expect Luqi to support the other party.

then.

They looked at Lu Yi.

In any case, only the plan approved by Lu Yi is the final plan.

Lu Yi said: "Before that, I will introduce a new concept, which is the best advertising time."

"Take the international version of VideoSpace. Ads can be skipped after 5 seconds. Within these 5 seconds, viewers will usually stare at the ads with full attention and click on the ads involuntarily, thereby increasing the ad reach rate."

"On VideoSpace, by simply skipping clicks to get a viewer's full attention within 5 seconds, sacrificing time for efficiency, the mechanism can effectively increase the true exposure of the advertisement."

0…Please give me flowers…

"This is why VideoSpace's advertising revenue accounts for 80%, and there is no significant decline in advertising revenue because users only watched 5 seconds of ads."

An advertisement of just 5 seconds will not arouse the audience's disgust.

For users, in such a short time, just take a look.

at the same time.

It can also force advertisers to continuously improve the quality of their advertising to achieve better marketing results.

The core of this optimal advertising time is to ensure that the advertising duration is short enough.

Because if it is too long, it will be difficult for people to keep their full attention on the advertisement, and they will definitely find other things to pass the time.

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Just like the 90-second or 120-second advertisements on some domestic video websites, because they cannot be skipped, no one watches the advertisements at all. When the advertisement is playing, they will directly switch to other pages, or drink water, go to the toilet, etc., and wait until The advertising time ends automatically.

With this model, although the advertising exposure time is guaranteed, the advertising effect is greatly reduced.

This is why the advertisements you see in elevators, bus stops, and subway stations are all very short.

People will only focus on the most important things at the moment, such as waiting for the elevator, waiting for the bus, and waiting for the subway, and will never focus on advertising.

Because if you miss the elevator or bus because of watching an advertisement, you will have to pay a longer time and cost to wait for the next one, which is not worth the loss.

Just a few seconds of advertising is just right.

Because it will not delay what people are about to do, and at the same time, it will allow people to read the advertisement and remember the advertisement.

Because people's energy is very concentrated in such a short period of time, naturally they will not forget it at a glance.

In this way, the effect of advertising will be greatly enhanced.

obviously.

Lu Yi also supports a 5-second jump-off solution.

To this.

Regarding the issue of advertising solutions, it can be considered settled.

Not to mention that the big boss Lu Yi has taken sides, even if it is the fairest voting method, there are more people who are on the side of being able to close.

The minority must obey the majority. .