Network Video Continues To Grow, The Victory of Precision Advertising Decision
It is undeniable that the network video has become a popular form of media content, in the global Internet traffic accounted for 64%. Including Hulu, Netflix and Amazon, including online video platform, not only the rapid growth of users, but also began to enter the production of original film and television program.
Network video viewer (consumer) is also contribute their own original video, via YouTube platform and Vessel, Meerkat emerging platforms, some of the original video creators become network Reds.
Social networks also seize the opportunity to burst the network video, such as Facebook, Twitter and Snapchat, and more emphasis on video products.
According to statistics, in 2015, the United States adult Internet users to watch online video time (115 minutes) for the first time over the social network media access time (104 minutes).
In the field of Internet media, the status of the rise of the video, which makes the past ten years, the network video of mergers and acquisitions and investment has become increasingly active. Such as the first batch of mergers and acquisitions including Google (micro-blog) acquisition of YouTube, Amazon's acquisition of Twitch, Disney's acquisition of Studios Maker, the Australian telecommunications acquisition of Ooyala, Vivendi acquisition of Dailymotion and other cases.
In the past few years, there has been a focus in the field of video advertising trends. For example, Google acquired mDialog, Facebook acquired the LiveRail, YAHOO acquired BrightRoll, News Corporation M & a Unruly, AOL acquired Adap.tv.
We predict that the field of network video will still be M & A transactions, the main purpose is to get the assets and the team, to further improve the network video platform. In a variety of strategic mergers and acquisitions, we predict that the company will put priority on the video analysis tools, video ad measurement tools and other assets.
Consumer's eye is shifting from traditional media to online video, however, the changes in the cost of online video advertising does not completely match the changes in consumer habits. For example in 2016, the U.S. online video advertising total expected will reach $9.6 billion, this figure is very large, but in contrast to the total online advertising (67.1 billion U. S. dollars) account for only a small proportion, and television advertising in the US is the platter, is a drop in the bucket.
In order to completely open network video advertising "flood", we believe that the video industry needs more accurately understand advertising, and video communication effect, and one of the means is markedly enhanced video distribution and advertising promotion analysis and measurement capability.
A study conducted by Brown Millward, an advertising firm, found that more than 70% of corporate marketing executives are willing to increase advertising spending on platforms that can accurately measure the return on advertising. And the traditional extensive measuring indicators (such as video ads cumulative number of plays, etc.) has been unable to meet the needs of marketing and brand, they expect to accurately monitor the target audience, the implementation of advertising and marketing plans in a more accurate, more complex way.
Industry emerged in a number of companies (such as Measures Strike and Social Visible, etc.), they are developing a better tool for video audience situation and the effect of advertising to make more accurate analysis of measurement. These efforts will help online video to become a more mature advertising media.
2016 video industry is an interesting point of view, is to see Google, Facebook, Yahoo, News Corp., Verizon (has its merger with AOL) and twitter technology and media companies, to make any breakthrough in the video audience analysis and measurement of advertisement effectiveness, whether can borrow this to grab more video advertising share.
We believe that the video giant's next contest, which is the first to solve the video advertising effectiveness measurement and analysis of the “mystery". And the winner will also greatly enhance the value and status of the brand and the advertising industry, in a video driven world of the Internet and the video industry competition stand out.
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