Video site layout battles fierce big data into marketing new entrance

Although there is still a long way to go for profit, in the past November, video sites have swiftly released their 2015 strategic layout. From the celebrity “platform” to the debut of senior executives, each of the scenes was crowded with advertisers. For the first time, there were hot scenes prompting the media to “advance early admission, otherwise they might not be able to enter”.

Video sites are still buying large amounts of copyright. Sohu Chairman Zhang Chaoyang stated that Sohu will invest 1 billion to 2 billion yuan to purchase film and television copyrights in 2015, but the US TV drama that Sohu has always been proud of has been beaten by Tencent's video. Tencent said that it has reached strategic cooperation with HBO and Warner Bros. and will become the exclusive network operator of HBO's exclusive official authorized broadcast platform and FOX's national geographic documentary.

In addition to the strategic release, the capital layout of the online video market is also quite active. Sohu took everyone's video site 56 network into his hands, and Xiaomi invested Youku Potato and iQiyi with US$10 million and US$300 million respectively. Analyst Roland, an analyst at Analysys International, a market research organization, said that investors want to ensure the diversity of their content and superimpose their advantages to expand profitability.

However, in addition to the swaying of real money, video sites actually plan to make money?

Marketing Competition Data

If you now have a video recipe for “Teach you to make boiled fish” on Youku, you will most likely see online shopping advertisements for boiled fish sauce. This is the new advertising form released by Youku Tudou. Wei Youming, CEO of Youku, stated that Youku hopes to connect businesses and consumers based on content, so as to realize “screen as channel, content as store”. According to Gu Yongpu, chairman and CEO of Youku Tudou Group, this is a "testing water" based on Alibaba's e-commerce data after "marriage" with Alibaba.com, and promoting the video e-commerce model based on big data integration and cooperation. development of."

For video websites, big data has been regarded as a new entrance to innovative marketing methods. According to Li Yansong, president of Iqiyi Film Industry, iQiyi is currently preparing a database of video content viewers. The team of engineers from Baidu is now distinguishing data from different industries. Big data will play a key role in audience segmentation and content customization. .

Zhang Chaoyang also looked at the promotion of marketing by major data technologies. He said that “one of the best technology experiences for users is to open up Sohu's platform-wide technology products”. This is one of the development strategies he developed for Sohu Video in 2015. Zhang Chaoyang told the reporter: “New technologies have created more forms of advertising. Big data applications can provide advertisers with more and more parameters, and can be specific enough to allow only one city’s gender to see an advertisement. In addition, in the era of mobile Internet, cross-app recognition is also very important for advertisers, our users are interested in the news of the car on the Sohu News client, and we will give him a car advertisement when he comes to the video to watch American drama. ."

In addition, cloud technology is also innovating the presentation of online video advertising. "For example, users can choose to skip advertisements, but they must read the name of the brand aloud. This is the use of Sogou's cloud speech recognition technology. In fact, it is more beneficial to brand promotion." Zhang Chaoyang said.

"Antena" into the production of links

Would you be willing to spend 180 yuan to buy a "mountain ticket" that can't see the star's face, or spend 30 yuan watching a high-definition live concert?

Tencent Video announced last week that it officially launched its online concert channel "Live Music" (music scene). In the coming year, this channel will provide 50 online concerts, while the current "online concert" ticket prices Under 30 yuan. Tencent video editor Wang Juan said that Tencent has launched a number of free "on-line concerts" "test water." “There are 6,000 viewers under the Zhang Huimei concert line and more than 1 million online viewers.” She said that online concerts can also allow users to order “most wanted songs” in real time and interact with stars through pop-ups.

"Online concert" is not the exclusive "invention" of Tencent video. In the online concert "NICONICO Super Conference 3" held at the Japanese video site NINONIC in April, the number of online viewers reached 7.6 million. However, this is indeed a portrayal of a new trend in the development of online video websites in China: In addition to self-produced dramas and self-made variety shows, they are deepening more “big scenes” of production.

The big movie is obviously one of the brightest links. Sohu said that the big movie Pancake Man jointly produced by Sohu Video, Xinli Media and Wanda Films will be released on July 17 next year. This movie is being born out of Sohu's self-made online drama "Pan Yujun Pendant even invited Hollywood old movie star Shane Yunton to join. The soon-to-be released Lunar New Year movie “Step away” was produced by Iqiyi Film Studio. Li Yansong said that in order to tie in with the release of the film, iQiyi has launched an online sales system for “zero point” movie tickets. Up to now, 180,000 movie tickets have been sold. "Internet participation will increase the box office by 10% to 30%."

Gu Yongsong said: “The Old Boys” and “After no time” films are the works created by Youku Potato and the movie company. From the perspective of the development of online video, the future television stations, production companies and video sites There will be a convergence of relationships that will become an industry trend."