After almost a year in the wind, the ugc short video finally started making money each。
Not so long ago, today's headline vibrating was announcedCommercializationAnd start taking on original brand ads。
It's not unusual, and it's not long ago, on the mainstream recruitment websiteFast handsA full range of commercial jobs were created, ranging from advertising system engineers to ka sales managers. This seems to mean that the commercialization, which the rumours began with the quick start last summer, has finally made substantial progress。
In the past year, where visible, the rebranding of brands seems to have been the most important thing for the past year. The main industry forums in cebu have spared no effort to highlight to the media the number of fast-forward and second-line users, and the quick-forward advertising of “land, sea and land” has full coverage of buildings and subways, and its orange logo is frequently shown in the lenses of all the stars。
In invisible places, the industry is more concerned about the progress made in commercializing this 60 million product today. It's about fast handsFutureIt's a chinese version of instagram, or just an upgrade。
1.
The first commercial product that comes on the line isLiveI don't know。
Last april, the live feed on the hand line. The quick-hand market, which was hidden under the water, surfaced. The red hand of the old hand is like heaven, two donkeys, a hand-out, a card qi, chen shan, and the post-show is like wang lok's flow on 100 degrees. It's all about hate, hate, hate, hate, hate, hate, hate, hate, hate, hate, hate。
It's followed by a well-breathed, a fast-handed collection. In industry, it is estimated that there are now around 500 million fast-to-live monthly water, calculated at 40 per cent in mĀori, in the form of a 50-50 account with the anchor, with an income of almost 200 million a month. By contrast, the previously shun yatsung (with a market value of 7 billion viewers who sold half their shares to the 4a public relations corporation, which had been listed on the board for nearly six months and had a market value of 7. 2 billion soong yat international) showed that the exhibiters had made a total of 4,338 million yuan in live coverage in 2016, an average of 360 million a month down。
Expressers do not completely release the permission to broadcast live, nor do they have a public disclosure threshold, which, in general, requires the number of fans or single videos to reach a level of magnitude. This number should be higher as the mandate is released。
As a live platform, fast hands are basically on the line. Given the size of a team of around 1,000 people, the current income is more than enough to feed. In terms of collections, the fast hands should not be anxious。
2.
The anxiety of the fast-tracker is the mode of realization outside the live broadcast。
In interviews with the outside world, cebu also stated that there are currently three variants of the express hand platform, in order of importance, which are information streams, fan headlines and live broadcasts. It is based on the fact that “more inclusive ahead of us can benefit from it together with more business partners”
At the level of realization, the order is roughly reverse. The last two are onlineInformation flow advertisingIt's still being tested. According to industry sources, the development of fast-track advertising started in june-7 last year. So far, the fast hands have been opened, the hot airs in the columns are being broadcast, in stark contrast to the clear, unadvertised flow of information。
The real reason why stream advertising has a higher status than live is that traffic is more used and market plates are larger. The feed stream does not enter the live feed, and the number of users consuming the live feed is ultimately a small number. Advertising is the best way to cash out of spills for fast hands。
In fact, the commercialization model of internet companies is mostly limited, and wei wufun has made the following assertion: “china's internet, the legitimate business model is in fact three and a half: games, advertising, electricians and internet finance.”
In this, advertising is the most suitable company for the flow business. Don't forget, advertising is also a very high māori business。
3.
The quick-starter is a video stream and the advertising mode is only a stream ad。
The information stream advertising, represented by today's headlines, is very mature, and the basis for a fast-tracker's assumption is to copy it to a short video, which will be inserted in the video stream。
But there will be a few questions。
First, in commercial product practice, video advertising is naturally appropriate as a vehicle for brand advertising. However, advertising for brands is difficult to fast-track because of the high matching requirements of brands for channels. This is why branders are willing to advertise the airport, but not to throw a subway arm, although the latter may have a much higher penetration rate than the former。
On the other hand, it is no one to question whether fast hands, whether they are cheap or not, say that most of their content is not of high quality. So it's hard to imagine an oréa ad in the information stream surrounded by rural stories and videos。
Theoretically fast hands would, of course, use algorithms to circumvent the problem, but it would be difficult to achieve in practice. For example, i like to watch beautiful women's videos, which, by algorithm, should give me a male brand ad, but if a rolex watch ad is surrounded by a beautiful woman's video, do you think the branders are happy or unhappy
This is also why shivering uses brand advertising as the starting point for commercialization. It is true that community-styled shivering is more likely to favour brand owners than fast hands。
This is also the reason why fast hands hit the market this year, and without the leap of users towards front-line cities, fast hands will never be able to advertise their brands。
I'm sorry.
What about the ads? Theoretically fast hands are well placed to advertise information flow effects。
The second problem is that there is a conflict between fast-track product design, video advertising and impact advertising。
First of all, product-operated design, fast-hand video pages down is the comment area. This design has both advantages and disadvantages in terms of the intuitive feedback that users can obtain, and disadvantages in terms of interruption of their immersion。
This is more evident in the horizontal comparison of the small volcanic video and the shivering under the headline today. Volcanic and shivering downwards are new videos, users are dropping new content and comments are folded. It's an operational design for content consumption。
And don't underestimate the difference in design, which has a huge impact on impact advertising. The effect ad looks at transformation, and any design that reduces conversion rates is rejected by the advertisers。
As currently envisaged in cebu, video advertising is done in the flow of information, and the user point enters a video material, and a link is inserted in the video page that eventually jumps to the landing page. From the time the user sees the ad in the information stream to the time of the conversion, there are two layers of jump, assuming a conversion rate of 5 per cent, which would drop directly to 0. 25 per cent, a disaster for the advertiser。
There are two ways to solve this: to allow video advertisements to take the role of landing pages, and to allow users to switch directly between videos, in any case by minimizing the jump path。
The first route, where only video advertising for games is currently available, and the second, where fast hands are required to align with the design of the volcano's shivering products, does not think that cebu would be willing to make such a large-scale change。
If this is not possible, then video material is unnecessary for the advertiser, and the best way for him to present the advertisement is to jump the information stream directly to the advertising page。
Another resistance follows is that the consumer advantage of the content stream is to create a dilution effect, while advertising can easily interrupt users and end users ' continued browsing, which should also be the quickest hope that advertising will minimize interference with users in the form of raw content。
♪ a commercial job posted on the recruitment website ♪
That's just the tip of the iceberg that makes the product. In addition to product front-end optimization, commercial advertising systems at the back end are also a large and complex structure, with back-stage bidding, ranking, traffic control, etc. All being addressed。
He is also involved in the construction of the phoenix nest. Overall, the biggest cost of fast-track commercialization systems is now time。
5.
However, time may be the biggest enemy of fast commercial advertising。
The entry threshold for advertising is low, but it becomes high if it is to be scaled up and realized efficiently. In the case of information-flow advertising, for example, it will be crucial to have an adequate number of active marketing clients at the back end to support the entire advertising bid system once the front-end advertising product is complete。
Therefore, the real challenge for fast-trackers lies in the formation of sub-line sales teams. It's advertising, and even all the to b business is really dead。
Early in the year, the iron army in alibaba went to every agency and sales in the country, and to the american corps, 30,000 pushes, and all the sales of to b were not done with a mouse in the writing building。
So since september, fast-starters have been recruiting their own sales teams. For a company of less than a thousand people, however, it is not possible in a short time to pull up such a sales team of its own。
"we've found a website that claims to be a fast agent."
The current model of a fast-track agent should also be that of a channel agent, which relies on the agency's resources and manpower for sales. Since the agency's resources are readily available, it is easier to start up than to build its own sales team. But one of the main problems with the agent model is that he has a contractual and interest relationship with you, and the difficulty in driving the agency is whether it can be fully beneficial。
Pure profit-driven incentives lead to greater pre-emptive advantages for commercialists. To give a simple example, company a and company b are similar products, but a commercializes before b. If a had a $1 billion income this year, it would give the agent a $100 million return; and company b, which is newly commercialized, would have a $1 million return point this year. For agents, either an ad is placed on a or an ad is placed on b, compared to a, which is a proven strong interest, and a has much greater control over agents than b. Moreover, although the return point for the latter is higher, there is insufficient incentive for interest-driven agents to sell b advertising products. This would create a vicious circle in which company b would not be able to earn an advertising income so that it would not be able to make an absolute gain on the agent, who would not have the incentive to sell an advertisement for b。
At present, the commercialization of fast hands is lagging far behind in the pan-information stream. Even in the short video field, the short video matrix of today's headlines and the commercialization of aliuc potatoes are far ahead of the fast hand. And as headlines, ali, and even in the news (not to forget that geese factories can revive microvision and qim) continue to add numbers to the short video field, the advantages of fast-hand product data may be eroded, meaning that the theoretical advertising capacity advantage of fast-handers will be further reduced。
That is why the digital advertising industry is at macro level a winner-friendly game — google and facebook eats 75 per cent of the global share of digital advertising, and the number is rising。
And that's why i'm saying that time is the biggest enemy of fast commercialization。
Until a sufficiently large customer pool is established, there are only a few viable ways to commercialize such resource slots, but it is a brand ad that is sold。
That's back to the original question. Can fast hands finish cleaning and attract big advertisers? At least so far, the fast hands haven't opened this。
6.
In the end, what's the point of commercialization
This will determine the future of fast hands. It's another strange thing to make a live broadcast, but if you run through the ad, you can really go after china's instagram. The difference between 16 years of unknownness, which received $553. 1 million, and ins, which was $2. 8 billion, is that the former has already peaked and the latter continues to grow。
A fast-man must be alert to the lInkedin. In february last year, the global social networking giant published a 15-year quarterly post-financial price setback of nearly 40 per cent. Despite the expected net profit of both collection and adjustment, and the good performance of the core recruitment business, the growth in advertising, which was placed in high expectations by investors, was considered to have slowed significantly。
The three billion-dollar fast rider is in an awkward position, and it's not like he didn't have a chance to be a microblogging player, or the headline of what is known as the short video version of today, but if it doesn't work, then the fast rider in the future will have to compete with the peppers and viewers。
Of course, even with a basket of bamboo, the quick-starter can still rely on a large amount of cash flow. But if you really make money on live television, it's probably harder for cebu than if you don't make a penny。
