文 | Sober
The past year has been the first year for everyone to switch to a recovery state, but at the same time, changes in the external environment have also brought a lot of challenges to marketing.
For example, brands have become more rational and demanding, and the traffic play of throwing money has decreased, but they still crave results, both to build a brand and to chase ROI. At the same time, new trends such as diversified content and AIGC are new opportunities that brands cannot miss.
The opportunities and challenges of the brand are, to a certain extent, also the opportunities and challenges of the platform.
Morketing learned that today, the 2024 Ali Entertainment Business Spring Cloud Release was launched, releasing 200 high-quality content such as dramas, variety shows, pan-cultural entertainment, and film performances, and upgrading the panorama of Ali Entertainment marketing resources.
Among them, based on the upgrade of "New Ruishi", Morketing also had an exclusive conversation with Du Yanlong (hereinafter referred to as Du Yanlong), general manager of Youku Effect Advertising of Ali Dawen Entertainment.
Du Yanlong, general manager of Alida Entertainment Youku Effect Advertising
In Du Yanlong's view, enterprises need to consider three key indicators when choosing a performance advertising platform to launch: scale, effect, and efficiency.
"New Ruishi" has been upgraded,
Behind it is the right time, the right place and the right people
"There's a classic saying in the advertising industry, I know half of my advertising dollars are wasted, the problem is I don't know which half. In fact, the problem to be solved behind this is the realization of the company's business objectives and the realization of the delivery effect. Du Yanlong said. In fact, the performance advertising market has changed dramatically in the past two years. Since 2008, he has been working hard in the advertising market, and he has a keen sense of technological innovation, accumulating industry experience, and deeply feel this change.
First of all, from a technical point of view, we call performance advertising digital advertising or computational advertising, and with the trend of "scientific planting" and "brand advertising effect", at present, the assessment link of brand performance advertising is increasingly returning to the operation itself. Secondly, from the perspective of scenarios, in the past, the main position of performance advertising was search, but now the main position of performance advertising has shifted from search to information flow, short videos, long videos, and various derivative scenarios brought by video.
In fact, although the brand advertising in the first two years was very popular, behind the "scientific planting of grass", the more "pragmatic" goal pursued by brand advertising is still the effect transformation.
At the same time, advertisers' demands for performance advertising are also changing. Even if performance advertising seems to be more "pragmatic" than brand advertising, many brands no longer only want to pursue a single transaction in the process of placing performance advertising, but also hope to accumulate loyal users in the process of advertising, and even further enhance brand awareness.
"I feel this kind of appeal from customers, because the performance advertising market is highly competitive, so we need to discuss some additional value that can be brought by other scenarios in the performance advertising market, such as long video scenarios. That's why we chose to set up New Vision, we want to help our customers find some market increment and complete it to really bring them profits. Du Yanlong said. To a certain extent, the establishment of "New Ruishi" is the right time, place and people. ”
Specifically, from the perspective of "time", the "involution" of the advertising market has become an indisputable fact, and Ali's entertainment platform, including Youku, is a place where brands can find business increments; As for "location", at the moment when content is marketing, long video itself is a high-quality fertile ground for brand marketing, and Youku, as a representative platform for long video, is fully prepared for the value of content, the quality of scenes, and the reach of diverse and diversified users.
Finally, "people" refers to Ali Da Entertainment's attention and determination to the performance advertising business.
Morketing learned that in August last year, Ali Entertainment established an effect advertising team, and as an independent performance advertising platform under Ali Entertainment, "New Ruishi" was also born.
Under this "determination", since its establishment half a year ago, "New Ruishi" has also successively completed system iteration, business closed-loop building, core resource expansion, and full-port resource intervention.
First of all, the three major entertainment matrices of Ali Entertainment, including Youku, Taopiaopiao, and Damai, are connected in series. Secondly, with the user flow line as the core link, the multi-terminal and multi-scenario resources for finding and watching content are mined, and the four ends of mobile, TV, PC, and PAD are connected. Third, we will continue to optimize the "infrastructure" and "core" capabilities of "New Vision", optimize the algorithm at the technical level, expand the basic targeting and user-defined targeting capabilities, and make the delivery more accurate.
Under the upgrade, the number of customers, inventory and overall advertising revenue of "New Ruishi" have increased significantly. Among them, the number of effective advertisers increased by 343%+ year-on-year, and the customer types covered different fields such as beauty, FMCG, automobiles, and games, with an advertising revenue growth rate of 735%+.
Behind the 735%+ advertising revenue growth rate,
It is the three strong infrastructure support of content, scenarios and users
In fact, compared with other Internet platforms, Ali Entertainment only started to build an advertising effect delivery platform a little late last year, but in Morketing's view, although "New Ruishi" is not the earliest, it has great potential. Because it has the necessary conditions for delivering effective advertisements: content, scenes, and users; At the same time, there is also a sufficient condition: technical strength.
先看必要条件。
It is undeniable that good content is the basis for satisfying users' entertainment consumption needs, and at the same time, in the commercial context, it is also maximized for brands and enterprises, and is a bridge between traffic and users. This is also why "content is king" and "content is marketing" will become a consensus at the moment, and the long video platform naturally understands this - it is necessary to take "content power" as the foundation of its existence, continue to produce high-quality works, and provide soil for brand marketing.
Focusing on high-quality content, Alibaba Entertainment will continue to strengthen its core competitiveness and achieve full-scale flowering in multiple fields in 2024. Kik data shows that in 2024Q1, the investment promotion of online dramas increased by 77% year-on-year, of which Youku's investment promotion increased first year-on-year, reaching 131%. According to Yunhe data, as of April 23, the effective broadcast of Youku's variety show feature films increased by 63.2% year-on-year, and Youku's on-air variety shows have been on the TOP1 of the Yunhe Public Opinion Popularity Daily List for a total of 51 times, accounting for 46%, ranking first on the whole platform. Offline film performances are also very popular, with cinema blockbusters such as "Peacekeeping Anti-riot Team" leveraging 1.528 billion yuan at the box office during the May Day period (data source: Lighthouse Professional Edition), and according to the statistics of the China Performance Industry Association, there were 34,400 commercial performances (excluding performances in entertainment venues) nationwide, with 10.2673 million audiences, a year-on-year increase of 18.63%.
After having good content, for the brand, in which scenarios and how many users can be reached, it is also the basic element to ensure the effectiveness of advertising.
The layout of multi-terminal reach is one of Youku's differentiating advantages. On the one hand, Youku can now realize mobile, TV, PC, and PAD. On the other hand, in addition to the online scene, it can also be undertaken offline, and Damai once created China's first lifestyle experience music festival, at that time, more than 55,000 young people spent offline carnival.
The accumulation of people behind "New Ruishi" is also qualitative and quantitative.
In fact, any marketing revolves around the core of "people". In particular, today's advertisers have passed the stage of blindly pursuing wide coverage in the short term, and they want to identify and efficiently reach high-potential people, and then communicate with them deeply through content. What is more valuable to advertisers is to invest in the long term, systematically reach the crowd, and pursue compound interest.
Taking Youku as an example, the keywords of its crowd portrait are: young, female, and high-net-worth people. This is precisely the current market consumption desire and consumption power of the stronger people.
A set of data from Quest Mobile shows that in 2023, Youku will account for 62% of active women; The post-80s + post-90s population accounts for more than 50%, among which the post-90s TGI is the highest. In 2023, Youku's online consumption power will be the highest in the industry, with a consumption power of more than 3,000 yuan, and the TGI index is as high as 139.
Backed by traffic, based on content, scenes, and people, "New Ruishi" has also become a bridge between good traffic and good content through various creative advertising forms, helping users find and see good content.
For example, in terms of finding content, the four scenarios of opening screen, homepage/channel, search, and information flow/immersion flow correspond to four forms: full-screen kanban, page focus, search ads, and feed ads. Different forms of advertising have a variety of advertising plays.
Whether it is high exposure or precision, or wants to achieve light accompaniment around users, the content that brands want to display advertising can appear in front of users in different forms.
As for the content, "New Ruishi" can realize four-screen projection, and provides product forms such as front patches, bubble stickers in the frame, and mobile products such as full corner labels.
Diverse, simple, extreme, effective
When a performance advertising platform becomes a "for-profit" medium
Du Yanlong summarized the upgraded "New Ruishi" with 4 key words: diversity, simplicity, extreme, and effect. As he pointed out at the scene, if you want to cast a good effect advertisement, in addition to the three necessary conditions of good content, good scenes and good people, you must also have good technology. After all, for advertisers, choosing a more "pragmatic" performance ad is the pursuit of better advertising results and results.
The 5 dimensions and 3 guarantees of the "New Ruishi" to create an effect delivery platform can become an efficient bridge between good content and good traffic, and it is also the key to becoming a "profit-oriented" media.
Based on new experience and new marketing, the "New Ruishi" effect platform has been comprehensively upgraded and improved in five dimensions: platform, gameplay, scenario, strategy, and targeting.
In order to further simplify the delivery level, "New Ruishi" has added tools such as one-click volume starting/system monitoring, and further improved the automatic intelligent delivery mode to further improve the efficiency and effect.
In terms of gameplay, "New Ruishi" further strengthens the ability of differentiated time-space/scene/industry creative interaction customization, continuously enriches cross-terminal and cross-scene advertising styles, and further optimizes and shortens the decision-making path of users after seeing ads. For example, in the game industry, it is possible to "click and play".
Focusing on new marketing, "New Ruishi" has improved its strength in three dimensions: scenario, strategy and orientation.
In terms of scenarios, in addition to the core mobile terminal, in collaboration with the interconnection of multiple channels within the Alibaba ecosystem, "New Ruishi" will also further achieve three fulls on top of cross-terminal and global expansion, namely: fully penetrating the minds of consumers in all time and all scenarios.
In terms of strategy, in addition to the upgrade of the conventional oCPX dual bidding intelligent algorithm, "New Vision" combines RTA and DPA to further improve the control ability of advertisers to do accurate marketing based on data.
Finally, at the level of targeting, the self-built data management platform can further refine user tags and help advertisers customize targeted scenarios, such as new product launches, winter and summer vacations, e-commerce promotions, etc., and under AI intelligent recognition, advertising can also be further improved.
On the whole, relying on the unique high-quality content media ecology of Alibaba Entertainment, as well as the strong resources of Alibaba Group, and combined with AI dividends, the upgraded "New Ruishi" uses "five dimensions" to consolidate the core of effect advertising, which can leverage the maximum value release of content and scenarios, create marketing solutions covering the whole life cycle for effect advertisers, and complete and create intelligent marketing promotion services from single traffic to one-stop promotion.
The upgrade of 5 dimensions has also brought 4 major advantages to the "New Ruishi", just as Du Yanlong summarized the "New Ruishi" after the upgrade at the scene: diversity, simplicity, extreme, and effect.
In fact, whether it is the upgrade of the above 5 dimensions or the summary of the 4 key capabilities, as a performance advertising platform, the key to advertisers' choice is always scale, effect and efficiency. The fundamental to improving the effect and efficiency is the fit between the three major infrastructures of good content, good scenes, and good people with customers, supplemented by the intelligence of product tools.
A relevant person in charge of an e-commerce company shared at the scene that as a content-driven e-commerce company, it prefers a platform that combines content, live broadcast scenes, and videos. "We believe that the core of advertising is the effect and efficiency of drainage, and Youku can achieve more efficient conversion by feeding back the data in the live broadcast room through Ali's big data, which is also the ability that the "New Ruishi" product can provide us."
Finally, facing the future, "New Ruishi" also has three major guarantees: opportunities, resources, and policies.
Take the living room"C"position,Cool meow TV in the family scene as an example,According to"Smart TV Big Data Monthly Report,2024month1month,Cool meowTVThe daily active personTOP1,At present, its monthly active users are as high as 140 million。 In 2024, Youku's OTT side will also open up the commercialization of effects for the first time, and there is still a lot of room for inventory advertising consumption in the future. In addition, in addition to long videos, Youku's short drama business will also be good in 2024.
In terms of resource security, "New Vision" will continue to explore new resource scenarios, optimize resource styles, and ensure continuous traffic dividends.
As for policy guarantees, in 2024, Ali Dawen Entertainment will officially launch the "Pilot Plan", which is expected to support up to 100% of the proportion, and further empower advertisers in the operation process.
epilogue
As Du Yanlong pointed out in an exclusive interview, although "New Ruishi" is still in the early stages of development, it already has the ability to become an excellent performance advertising and marketing platform.
"From the perspective of crowd attributes, the commercial value of long video media is higher than that of other forms; Secondly, Youku's comprehensive strength in the current multi-terminal layout is also 'unique' in the current market;As for the most basic data accumulation and processing capabilities, we have the support of Ali Group behind us. At the same time, as a platform that wants to become a 'profit-oriented' media for customers, we will also give our customers the greatest support in terms of advertising policies. ”
When performance advertising truly returns to the "performance advertising" itself, it is the meaning of "profit-oriented" media to achieve the profit goals of advertisers in a more efficient, intelligent and efficient way.