Shulou(Shulou.com)11/24 Report--

In its "half-yearly report on the Internet Advertising Market 2023," Quest Mobile pointed out that since Q1, the Internet advertising market has resumed growth. The size of Q1 has reached 146.22 billion yuan, an increase of 2.3% over the same period last year. Q2 is expected to reach 159.34 billion, an increase of 8.1% over the same period last year. With the further recovery and recovery of the economy in the second half of the year, the size of the entire Internet advertising market will exceed 409 billion.

With the gradual recovery of the general environment, the overall trend of the advertising industry seems to be stronger than observers think.

Take Youku as an example, Yunhe data pointed out that in the first half of 2023, the new series on Youku increased by 27% compared with the same period last year, far exceeding the industry average. Based on high-quality content, the number of cooperative customers of its flow products in the first half of the year also increased by 21% compared with the same period last year.

More noteworthy is that Youku had 12 product innovations / upgrades in terms of traffic advertising in the first half of 2023. Behind this, Youku has achieved an average of product innovation / upgrade every 2 months.

So, when the long video track has entered a new cycle, how can Youku make progress with the brand?

Morketing learned that on September 20, 2023-2024 Ali Culture and Entertainment Business Autumn Cloud was officially launched, releasing a panoramic view of Ali's major marketing resources, in which Youku upgraded its six series of marketing products.

Specifically, the six major marketing series products are: special show series, eye attraction series, joint investment series, smart investment series, large screen series and effect series, covering content products, brand flow advertising products and effect advertising products, in order to meet the different marketing needs of advertisers.

Heineken x Youku OTT cooperation-UMAX screenshot

01

6 series of traffic advertising upgrades

Youku x brand goes up together

There is no need to elaborate on the importance of good content to the industry, and the platform also needs to continuously improve its ability to continuously produce high-quality content.

In Morketing's view, if the traffic tool is a good hand to help the brand owner to carry out platform-based marketing, then the hand is the content ability of the content platform. (this hand, clever hand and common hand "are the three terms of go. This hand refers to the formal play that conforms to the chess theory; the wonderful hand refers to the unexpected exquisite play.)

Let's take a look at Youku's hand in this marketing chess game.

Morketing noted that Youku's Yunhe market share of "long Moon Ming", which was a hit in May, has repeatedly set a new record for fairy drama, with a peak of 33.2%. At one point, it also set records for the two major platforms, "Youku has the highest number of TV series booking" and "heat is the fastest in ten thousand".

"long Moon Mingming" is just a microcosm of Youku content, good content will also bring blessing to the platform, to some extent, good content and good business are neck and neck.

And the "good hand" that helps good business is actually the flow advertising products behind the platform.

Take the 6 series of core marketing products upgraded by Youku in the release of Ali big entertainment business cloud as an example. The special series provides the top traffic steadily with content circle selection, the eye-catching series strengthens users' memory by virtue of the strongest visual impact, the joint investment series maximizes the coverage of UV, the intelligent investment series can be flexibly oriented in multiple dimensions, and the large screen series aims at the family scene strategy, and the effect series promotes the efficient transformation of users.

In this series of upgrades, these products have attracted the attention of Morketing.

First, put on a special show. This is also the starting point of resonating with the top current IP to get through the heat content.

In the upgraded special show, through rich resource forms such as posters, pauses, brand headlines, anecdotes, brand plates, etc., first of all, it can realize the monthly package of TOP20 VV head traffic for the brand; secondly, in terms of crowd coverage, whether members or non-members, half of the users of the site are the basic guarantee. Finally, in terms of access frequency, the average monthly touch frequency is 8-10 times. This repetition can undoubtedly further strengthen and affect users' mental awareness of the brand. In particular, 8-10 times is also the most effective number of mental effects of new product releases.

Second, the full screen pass in the joint investment series.

Full screen pass puts more emphasis on the connection between contacts. After the upgrade, the 2.0 version adds scenes such as high-speed rail, shopping malls and subways, and the expansion of the scene also means the expansion of covering the crowd. With the increase of the scene, the product can serve a variety of marketing demands of the brand, such as double 11 online and offline shopping scene, CNY home scene, daily commuting scene and so on.

In addition, relying on Alibaba Jianyang marketing cloud, Quan Pingtong has further strengthened its outdoor media digital marketing ability, making the launch of multi-screen marketing more accurate, traceable and quantifiable, and continuously escorting the product effect.

Third, it is still a series of joint investment products, Kuyingtong also ushered in the upgrade.

After the upgrade of Kuyingtong, through the creation of the first patch + endogenous joint investment model, so that TVC joint investment possible.

Specifically, based on Youku full channel content coverage, the brand headlines visible to members and patches visible to non-members are jointly launched to enhance brand TVC coverage. On the other hand, joint frequency control can be realized among resources, and superimposed region orientation, crowd orientation and PDB traffic optimization are supported at the same time, which further improves the coverage efficiency of advertising.

Fourth, the related upgrade of AI scene post.

Just imagine, in a drinking scene, the liquor brand Jiannanchun appears in the screen at the right time, and the seamless integration of the product and the plot can efficiently stimulate the recommended minds of users. Youku AI scene posting can help brands intelligently identify plots in line with their product functions, usage scenes and emotional atmosphere, so as to communicate deeply with users.

Finally, connect consumers through different back links, such as half-screen H5, right commodity bar, commodity landing page and so on, in order to guide consumers to transform.

In fact, under the background of the Internet entering the era of artificial intelligence, marketing through digital intelligence means has become one of the ways to help enterprises reduce costs and increase efficiency.

In Morketing's view, a "smart" AI needs to have the following three characteristics: seamless integration, intelligent operation, and in-depth communication, which is the advantage of Youku AI scene posting.

Fifth, the effect of advertising is new and wise.

As an effective advertising platform, Xinruishi first got through the Youku core resources such as home focus poster map, home window, home card advertisement, short video immersion stream, comment page card advertisement and so on, and then through precise orientation and super product performance, finally help enterprises to achieve traffic and cost control.

With the release of Qiujiyun, New Ruisi aims at the online service industry and e-commerce industry, releasing Zaobiao partner preferential policy: 30% return and up to 70% overall return. We sincerely invite more partners to cooperate.

As for how brands should combine different types of products, Youku has also prepared some reference models for brands.

For example, at the most critical node of the annual Singles' Day, brands can choose the flow product portfolio according to their own needs, or the flow product + outdoor alliance joint launch, or the IP recommended combination of traffic product + e-commerce alliance. The larger picture of the specific product portfolio strategy is as follows:

02

When the living room C-bit OTT becomes the marketing highland

Youku gives three solutions: screen casting, family and weekend planning.

When it comes to long video and brand marketing, there is another core scene that can't be skipped, that is, OTT, which occupies C position in the living room.

In the survey of users' preference for long video media in the "2021OTT commercialization White Paper", more than 80% of users use smart TVs to watch movies and TV, which is higher than that of mobile devices. This also proves that OTT is in tune with long video content from the data dimension.

As for Youku's performance, according to the Digital Mutual Entertainment report, Youku OTT ranks first in the industry in the number of daily active users for more than seven months this year.

In fact, with the big screen hot, OTT with its strong exposure, one-to-many, living room C-bit and other advantages, more and more attention by brand owners. As OTT moves from a flow depression to a brand value highland, it is also deriving some new trends.

First, as the C-bit screen in the home scene, users are pursuing a higher quality experience.

In fact, ultra-high definition televisions are becoming the mainstream of the market. At present, the market share of definition above 4K has exceeded 75%. In addition, the average factory size of televisions has reached 60 inches + in 2023. A higher definition and a larger screen also means that the brand on this big screen can make the exposure of the content stronger and more penetrating.

Second, screen casting is becoming the main viewing path.

The reason is also because the good experience of the large screen stimulates the willingness of users to cast the screen. According to the data, the screen week penetration rate has increased by 30% + compared with 2022, and has reached 57.2% in 2023. Among them, 86% are video website members.

In a survey by Youku, 50.1% of users chose to cast the screen because "the TV screen is big and looks comfortable", and 42.7% of users thought that "the audition experience of watching TV is better". In addition, 35.2% of users prefer to be able to watch and share with family / friends. The above also reflects the differentiation characteristics of OTT's high viscosity, shared viewing and high-value users.

Third, holidays, including weekends, are becoming the peak of family screen traffic. The second hand data indicate that during the weekend, nearly 3000w families will gather before the big screen.

Take Youku as an example, during the weekend, the number of Youku movie users usually increases by 30%, the movie market increases by 35%, and the number of videos watched increases by 23%.

Fourth, family screen membership continues to grow.

On the one hand, in terms of quantity, in 2019, the number of family screen members accounted for only 11.5% of the market, while by 2022 H2, the number of family screen members had accounted for 30.2% of the market, with a three-year compound growth rate of more than 60%. On the other hand, in terms of user quality, the typical portraits of family screen members are: the backbone of society, families with children, and high-line cities.

Yili x Youku OTT cooperation-creative screenshot

In the view of Morketing, these high net worth people with both quantity and quality are also important target groups for the brand.

Based on the differentiation advantages of OTT, Youku is also using the three major plans of screen casting, family and weekend to help brand owners achieve business growth in this value highland.

Let's look at the screen plan first. As the first platform in the industry to achieve dual-screen interaction, Youku uses the exposure advantage of the large screen with strong visual impact to fully convey the brand concept, while the small screen has convenient back-link jump ability. the use of interface free space newly opened large card resource bit and large screen simultaneous playback, jump ability to allow users to touch the landing page with one click.

In this process, the user's line of sight is switched between the two devices. Compared with the movie scene, the user's attention itself is incoherent and scattered, and there is a certain psychological expectation of waiting for delay. The advertisements in this free opportunity are more acceptable to users.

Rolex x Youku OTT cooperation-screen project

In fact, Youku users have a high demand for large-screen devices. In addition to opening Dabingku Meow members, many users will use the screen-casting feature, and the screen-casting scene is one of the core experience scenarios for large-screen users.

In fact, in Morketing's view, advertising through the two devices of large-screen OTT and small-screen mobile phones runs through an advertising product. Not only through the linkage of double-end resource bits and capacity upgrading, the communication of brand concept can be linked with the pull-up of the back link. At the same time, a variety of interactive games on the small screen can not only give users a sense of participation in the game, but also softly guide users to enter the brand landing page. When users feel the interest of the product experience, pulling grass will become more smooth. For brands, this is the integration of quality and effect.

The data show that using Youku's screen plan, the weekly penetration of screen users has increased by 57.2%, and the proportion of screen users has increased by 86%. What is more noteworthy is that 66% of screen users are shared with their families.

Secondly, family planning. Family planning is more aimed at the global multi-dimensional orientation of the family population, and it can also provide brand owners with full-link empowerment from early insight to mid-term targeted delivery, and then to later consumption decisions.

Specifically, in the early stage, relying on Alibaba big data, Youku used home screen features to achieve TA multi-dimensional insight to help brands screen the crowd; secondly, through multiple resources such as patch / pause advertising, bubble posting, screen interactive advertising, etc.; finally, through Taobao live broadcast or watching while buying, to help brands and users complete the last kilometer of shopping decisions.

Finally, the weekend plan.

When nearly 3000w families gather on the big screen at the weekend, the content of the brand needs to establish the brand awareness of family users more quickly.

Youku has prepared two combinations for the brand launch in its weekend plan. First, the entertainment preference combination focuses on the movie channel and variety channel; second, it is more inclined to the parent-child preference combination of the whole family scene, and the animation channel, children's channel and game channel are the key channels.

At the same time, in this one-to-many scenario, high-quality display and high-frequency touch are the key to further promote users' consumption decisions or enter the user's mind.

For example, from Friday to Sunday, brands can choose different combinations of front / middle posts, brand headlines, pauses, corner tags, and AI scene posts before / during the period from Friday to Sunday.

Sophie x Youku OTT collaboration-Creative Open screen

Alibaba mentioned in his financial report on Q2 in fiscal year 2023 (July 1-September 30, 2022) that the number of Youku's average daily paying users increased by 8% compared with the same period last year. In the large screen area, CIBN Cool Meow Movie (Youku TV version) also saw an increase in the number of daily active users in the first half of 2022, winning the first place in the industry many times in a row.

Obviously, when the family scene pursues a high-quality experience, screen casting becomes the main viewing path, the weekend becomes the peak of household traffic, and the continuous growth of family screen members begins to become a major trend of OTT4, Youku also uses three major plans to really solve the core problem of brand building: to find the right crowd-- to build the brand mind-- to convey brand trust.

03

Conclusion

An obvious consensus is that with the rapid development of media and technology, the attention of users will be more fragmented in the future. Only when brand marketing reaches the target group more accurately, can we have the opportunity to harvest high marketing input.

In particular, in the field of content marketing, there is no content form that can focus more on traffic, topics and long-term attention than long-term video, which is why Morketing always believes that long-term video is the main position that can not be ignored in brand building.

Under the support of the "infrastructure" of high-quality content IP, Youku always takes technological innovation as the engine, iterates over the delivery capacity of innovative products, upgrades the advertising product system, and works hand in hand with the brand.

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