暴风影音引领广告市场新变革

Mon, 10/20/2008 - 16:22 — 刘进洲

广告活动营销经历了杂志活动营销、电视活动营销时代。上个世纪80、90年代，杂志平面广告担是品牌宣传的重要阵地，类似有奖征文的活动算是互动营销的雏形；到了本世纪初期，广告营销的中心向电视活动营销转移，成功的例子比比皆是：“超女”“快男”的来袭让用户体会到了参与的快乐；但是发展的速度总是无法预测，仅仅几年时间，传统的广告形式已经在走下坡路，网络视频营销正在被广告主认可，成为一种继杂志活动、电视活动之后的第三个营销热点，它更加注重用户的参与性，提供更多的自主空间和主动点击的机会，从而让用户感受到的不仅仅是快乐，而且被尊重。网络视频广告整合影音声光、互动即时的强大威力，仿佛是个“ 新怪兽”，正震撼着整个新兴市场。

从web1.0时代的图片和文字广告，到web2.0的声、画、影音的全面铺开，一个更加立体动感的广告世界呈现在世人眼中，拉近了广告和消费者之间的距离。而网络视频广告从举步维艰到备受关注，只经用了2年时间。新浪和耐克的合作，宝马和搜狐的合作等等，许许多多传统名牌企业不约而同选择了这个新的推广方式。大品牌和门户网站的成功广告案例让网路视频推广一时间成了热门推广方式。这是一场广告市场的变革，很多传统企业早已在这场变革中寻找新的爆发点，而这场变革注定要产生一批新贵，纵观中国互联网的视频营销，有一个不能不提的企业，那就是现在正在高速发展中的中国第一播放平台暴风影音，这一拨影音多媒体热潮下的领先者，互联网上最大的影音播放平台。

恰逢今年是中国体育盛年，各企业纷纷大展身手，推出跟体育精神相关的视频广告，展开了一场激烈的场外角逐。暴风影音利用其庞大的用户群体优势举行了一次名为 “2008优秀体育广告评选”的活动，这个活动的创意就充分利用了用户主动点击的特性，再次提炼了消费者和广告之间高度互动，深度沟通的精髓。让广告不但体现出了广告本身所应有的价值，而且在活动中让用户感受一个企业的社会责任心和理想。在整个活动过程中，用户的参与积极性非常高，参与评选的用户就达到了 139万，视频被点击1049万次，而这个过程完全是用户主动参与。

之所以能够串联起这场广告大评比的活动，暴风影音CEO 冯鑫认为是因为暴风影音这个大平台的特性使然，一亿多的安装量，每天有超过2000万的使用量，以及暴风影用户一定是在网上看视频的人群，冯鑫希望能通过暴风影音这个大平台来培育用户的主动点击习惯，让互联网视频广告更快更好发展，并价值最大化。据悉暴风影音打算在这个将持续到09年的系列评选活动中投入 200万资金。现在，“2008最精彩的CG广告评选”也正在进行当中。

从07年到现在的视频用户增长可以看到，视频已经成为互联网第二大的应用，并且还在高速增长中。09年会有更多广告主尝试视频广告，视频行业从06元年开始，经过了07年的雨后春笋般的发展期和08年的风投狂热时期，可以确定的是09应该叫格局形成年。而视频网络广告也会这一年真正的崛起，视频广告的收入有望超过20亿。

来源：Donews

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1.用过暴风播放器的用户都能感受到这段时间的体验差异：广告太多。自从暴风不甘于只专注播放器而走向网络视频市场之后，广告就成了必不可少的东西了，因为目前其他好的盈利方式也不多，而广告却是公认的成熟模式。

2.暴风的“半透明”广告关闭键，表面看是为了照顾用户的体验，但有没有诱导点击的嫌疑呢？反正我是被“诱导”过，至于是什么广告，就不知道了，广告不小心点了就关闭了。——这对广告主是个损失，对用户是个不良体验，但却会算到暴风的点击量中，美其名曰：“在整个活动过程中，用户的参与积极性非常高，参与评选的用户就达到了 139万，视频被点击1049万次，而这个过程完全是用户主动参与。”我是不是主动点击呢(不特指此活动)？不知道，反正是点了，但广告没有意义，因为是什么广告都不知道。

不可否认，在营销过程中这些数据很诱惑广告主。

3.暴风影音播放器中的广告 VS 优酷网在线播放器中的广告，我喜欢优酷网的，在细节上照顾了用户。暴风的是直接覆盖视频内容的下半栏，这样用户就看不到字幕了，而优酷网的会自动缩小视频，这点比较好，不影响观看质量。

4.商业利益和用户体验哪个更重要，或许每个做到行业老大位置的企业都“喜欢”选择牺牲用户体验吧，不管是不是喜欢，还是无奈，我知道的暴风现在是这个样子的。之前的免费，成就了庞大的装机量，也成就了现在暴风的霸道。YouTube就要好点，可能与生存的环境有关，无论是在广告模式上还是其他方面，都会在用户之间做个调查，或者公布要发布什么样的广告等等，这点很值得我们国内同行学习。直到现在，我也没有接到过国内暴风等的体验调查，就在某次的软件自然升级中，被广告强奸了。

5.暴风是否在引领视频广告市场新变革，我看未必。所谓变革，是在商业利益和用户体验之间找到了平衡点，而暴风的广告在视频广告成长史上还没有找到平衡点。

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