Network Video absorb budget faces many obstacles TV ads are not real transfer

In the process of television advertising budget to online video platform metastasis, Google (microblogging) 's YouTube play Angela Games has been the most successful template. However, the challenges faced by YouTube, but also to Facebook, Twitter, etc. want to accomplish something in the field of online video social network platform provides experience. The following is a summary of the article: "Cutting Line" (cord cutting) provoked a storm television broadcasting and video communication between business in the United States. More and more users are terminated cable, digital satellite and other contract services, with Internet-based video distribution technology to replace it. With the proliferation of online video consumption, the digital media industry, there have been numerous star. Marketing master also chased most of the younger viewers to the network video stream of migration, the number of television advertising budget to digital video them. But for the purposes of the vast majority of online video service providers, "cutting line" is not to bring them real benefits. Snapchat and Facebook have recently expressed their daily video playback volume reached number one billion, but would get the television advertising budget, the real winner is only one --YouTube. YouTube is the main transfer television advertising budget, chasing one of the biggest beneficiaries of the migration to online video users, but even the world's largest video platform, but also learned a small part of the advertiser's media budget. Ad buyers said that in obtaining the main television advertising budget process, YouTube faced with a number of unresolved issues, such as price concerns, dispel concerns about the quality of content and other concerns. YouTube work twice as hard to dispel the concerns of advertisers, but also for access to the network video industry upstart provides an excellent example. Purchase advertising agency Zenith Media CEO Adam Shilaqiete (Adam Shlachter) said, "it is the only one capable of network assets eroded TV advertising budget of the industry, but I do not think this market big changes will happen." According to the market research and ad buying firm Magna Global offer does not include the Olympics and political ad spending this year, the size of the TV advertising market expected to be $ 63 billion, an increase of 0.5% over the previous year. According to market research firm eMarketer expects online video advertising industry will reach $ 9.8 billion this year, an increase of 28%. While online video advertising industry is growing rapidly, but with respect to the television advertising industry, the size of the former is still much smaller. Advertisers have play Ella Dress said that online video ad spending to increase this year, did not appear to reduce the cost of television advertising budget. Rob Norman, CEO of GroupM (Rob Norman), said, "Now a lot of the TV company's revenue data, it will not really realize that TV advertising budget to online video transfer. In the new platform, the most likely erode TV Advertising is not Facebook and Snapchat, but YouTube ". YouTube in 2014 as the leading US online video industry. This year the company's advertising revenue reached $ 1.2 billion, accounting for 21 percent of the US online video advertising market. eMarketer believes that although YouTube this year's advertising revenue is expected to reach $ 2 billion, but that more companies trying to accomplish something in the field of online video, YouTube's market share will fall to about 20%. YouTube video advertising business growth, mainly due to increased advertising main digital advertising budget, and the budget originally belonged to print and display advertising industry. Compared with the industry giants television advertising revenue, YouTube and other digital video platform advertising revenue is still very weak. The reason why advertisers are not making big advertising investment to YouTube, mainly because of a number of special reasons. Advertisers say, YouTube exhibition one thousand times your ad costs between $ 15-20 US dollars, more than the average price of commercial advertising on cable television networks. YouTube currently exhibition thousand times your ad charges have been shoulder to shoulder television advertising prime-time charges, 50-100% higher than normal advertising rates. One thousand times your ad on YouTube exhibition fee is too high, while some media buyers and their advertisers, but does not agree with the contents of YouTube and TV networks have the same period of primetime advertising thought. Advertising agency Initiative, chief investment officer Chris Mei its Seoul (Kris Magel) said that while YouTube video content can gather young audience, but this effect is not unlimited, YouTube must provide attractive advertising prices, attract advertisers to put ads. In some cases, YouTube not have the opportunity to compete for television advertising budget. Some advertisers still digital media and television as entirely different independent entities, they approved to different budgets. Because the budget is managed separately, the number of television ad buyers do not even have the ability to put into television advertising budget to YouTube. Senior vice president of ad agency Horizon Media Kanpeineili Dave (Dave Campanelli) said, "almost no advertisers agree their budgets with full mobility this view." Google data provided by market research company Nielsen recent survey data show that in December last year, YouTube alone through mobile devices to reach play Barbie Cooking Games the number of users aged 18 to 49 years, it has been more than a cable TV network. Internet traffic detection mechanism comScore data showed, YouTube users 44% of the age group, in general, will not be watching the weekly prime-time television. In YouTube to provide experience to Facebook, Snapchat and other want to accomplish something in the field of video network social networking platform at the same time, although the two companies have said that the current daily video traffic more than 80 million times, but they were still unable to YouTube as Get the advertiser's television advertising budgets. Some people think, YouTube reason than Facebook, Snapchat has an advantage in the online video space, because the time for this company to develop Internet video services longer. But the advertiser has expressed, fundamentally speaking, they believe users of these platforms consumer video differently. In theory, YouTube permit advertisers commercials in popular video content; while the vast majority of video Facebook, Snapchat are not on the user-generated content with advertising. With respect to the television or YouTube video content, social media content in-stream ads would be considered intrusive, will affect the user experience. Ad buyers also said that online video advertising and television advertising in the current pricing, the effect is difficult to compare aspects. While many large Internet companies have taken measures to advertisers to provide third-party advertising effectiveness tracking services, but advertisers still found it difficult to put in to effect social media and television advertising compared. Many large-scale marketing main evidence for several decades to prove that television advertising affects how the advertiser's product sales. YouTube is just the beginning of tracking such data. Many advertisers are currently experimental Snapchat to advertise, but Snapchat very young group of users is not suitable for all brands. Since Snapchat play Barbie Games advertising and TV advertising fees rather, already cautious when Snapchat brand advertising has become cautious. Even the television ratings decline than in the past a lot, you want to nibble online video platform advertisers TV advertising budget is no easy task.