Nielsen: Witness the marketing value and charm of Youku's popular theater

from June 13 to 21, CR Nielsen, an authoritative research organization, conducted a comprehensive monitoring, research and analysis on the ratings and marketing effects of mdash;—, one of Youku's hit theaters, through the addition of players, advertising materials and questionnaires. Although the show has been broadcast on Youku for nearly a month, Nielsen data show that the popularity of users continues unabated: 64% of users who watch the show on Youku say they watch it mainly through online video, with an average of 1.11 million views per day and more than 720000 daily views of advertisements. what is more gratifying is that Sima increased its brand preference by 17% by placing ads on the show. The degree of pre-purchase of products increased by 16%. Nielsen's report details the chain effect of Youku's hit show, from ratings to advertising and marketing.

Ma Qichen, vice president of Internet research at Nielsen, spoke highly of this. He believes that this study has fully witnessed the marketing charm of popular TV dramas, and uses brand indicators to evaluate the marketing effect. It reflects the value of video marketing scientifically and objectively, and has positive reference significance for accurately evaluating the marketing value of online video.

after the first year of video marketing in 2008, video marketing in 2009 is becoming vertical and subdivided. Patch advertising, live video streaming, online drama, channel naming, theater marketing and other models are being favored by more and more advertisers. In particular, with the popularity of annual dramas such as "my Leader, my Troupe", "who is in charge of my Youth", "the right way in the World is the vicissitudes of Life" and other well-known brands such as Midea and Sema, people pay close attention to the hot video drama mode.

strong > the popularity of the audience effectively improves the breadth and depth of advertising coverage / strong >

the report shows that from June 13 to 21, the highest number of views of "my Youth is in charge" exceeded 1.4 million times a day, with an average of 1.11 million times a day, and more than 210000 independent visitors per day. For sticker ads, the advertising capacity depends on the number of videos played. The high ratings of the show in Youku have laid a traffic foundation for achieving extensive advertising coverage, so that Samar's ads can reach more consumers. Advertising monitoring data show that Senma's advertising average daily views reached 700000, the daily average number of independent visitors is close to 200000, each user is exposed to advertising more than 3 times a day, the breadth and depth of coverage have been strongly guaranteed.

Nielsen analysts believe that Youku hot shows bring users a good experience, which in turn continues to increase user viscosity, thus attracting users to watch continuously and continuously. It is this continuous watching behavior of users that makes the advertisement spread many times, coupled with the perceptual story expression of patch advertising, which deepens users' cognition and preference for Sema brand, and lays a good foundation for enhancing Sema brand influence.

strong > crowd positioning is accurate, effectively ensuring accurate advertising coverage / strong >

besides creativity, advertising form, media combination and delivery platform, crowd positioning is also one of the very important elements. Accurate crowd can not only avoid the waste of advertising spending, but also enable brands to achieve good communication and interaction with consumers. The success of Sema's marketing lies in the fact that the audience of the show "who is in charge of my Youth" is highly coincident with its target consumers, thus ensuring the effectiveness of the advertisement.

the survey shows that 85% of the users who watch the show are between the ages of 18 and 29, mainly young and dynamic people, which is very consistent with Sema's target consumers. Among them, 65.5% have a university degree or above, the average personal income is 2453 yuan, and the average household income is 8113 yuan, which is much higher than the average level of our country. Therefore, this round of launch of Senma not only effectively covers its target consumers, but also the characteristics of Youku users & ldquo; high & rdquo; contains high consumption potential. It can be predicted that this round of launch is also a very strong impetus to promote the sales of Sema in the later period.

strong > Brand effect bears witness to the marketing value of popular TV series / strong >

in this survey, Nielsen used brand indicators to measure marketing effectiveness. Through the comparative analysis of the exposure group and the non-exposure group, we can understand the difference in the attitude towards the brand between the users who saw the advertisement put in the play and the users who did not see it, so as to analyze the improvement of the brand effect. Data show that in this round of launch, users' preference for Sema brand has increased by 17%, product pre-purchase degree has increased by 16%, and brand recognition and brand reputation have also been improved to varying degrees.

the advertising form of Senma this time is the main advertising form on TV, which is the sticker advertisement. It vividly interprets Sema's brand proposition and appeal by the way of perceptual story, so it has a good influence among consumers. Ma Qi halberd believes that the evaluation of the effectiveness of video patch advertising, using brand indicators to evaluate is a more scientific method, and the results of this survey also witnessed the charm of video marketing.

strong > watching TV series on the Internet has become a habit, and online video and TV complement each other / strong >

in Nielsen's monitoring data, there is a finding that cannot be ignored. 64% of the users said that they watched the show mainly through the Internet, indicating that watching popular TV dramas online has become one of the mainstream online behaviors of netizens. 30% of the online viewing users only watch online. This part of the population is a vacancy that can not be covered by traditional TV, which proves that video on crowd coverage has been effectively complementary to TV. Among the users who watch through TV, 44.3% of the users said that they would not watch on one station. For this group of people, the impact of simply placing ads on one station on these people is not obvious, and for customers, the advertising effect will be greatly reduced. Thus it can be seen that in the TV series marketing system, network video and television have formed an organically complementary relationship.

in addition, compared with TV, the biggest advantage of online video lies in the in-depth mining and discussion caused by the transmission of content. This interaction is not only a further extension of the drama content and customer brand, but also increases the stickiness of users to Youku Hot broadcast Theater. Interaction, coupled with the advantages of on-demand, promotes more users to watch TV dramas through the Internet, and the emergence and rise of popular video drama marketing is natural.

Senma was also quite satisfied with the marketing effect this time, affirmed the model of Youku Hot broadcast Theater, and expressed his willingness to cooperate again. So far, many TV dramas such as "my leader, my regiment", "who is in charge of my youth" and "the right way in the world is the vicissitudes of life" have been popular on Youku, and have attracted sponsorship from famous brands such as Midea and Sema. This research report proves the marketing value of Youku hot TV series. As a result, Youku hot TV series marketing chain has been fully integrated, Youku CEO Victor Koo said that hot TV dramas have become one of Youku's main marketing models, and a number of popular dramas will be introduced one after another to provide more optimized solutions for customer marketing in different industries.