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云端时代,豆盟想做媒体平台背后的无名内容生产商
2020-01-08 01:15   来源:  www.mandarin-club.com   评论:0 点击:

云端时代,豆盟想做媒体平台背后的无名内容生产商“以前打开一个手机APP,发现有个拆红包的开屏动画,你会

“以前打开一个手机APP,发现有个拆红包的开屏动画,你会点开,要是看到十次,你还会点吗?”一直在互动广告行业发力的豆盟CEO兼联合创始人杨斌这样发问。

\"Before open a mobile phone app, found a red envelope open animation, you will click open, if see ten times, you will also order? \"asked Yang Bin, CEO and co-founder of Dou League, who has been working in the interactive advertising industry.

最近,相信你手机里各类APP收到了不少跨年的促销信息,他们一般会出现在打开app后的弹窗中,一张不断晃动的红包状优惠券,有着“点击领取”之类的引导字样,点击后,你可能会被引流进另外的网址,比如购物网站、视频网站等。这就是4G时代非常热门的互动广告,特点是需要用户点击,才会进入下一步操作。虽然包装形式多种多样,但这种广告的内核,归根到底是系统根据用户属性,为你推荐匹配的优惠权益,从而促进用户完成广告点击和效果转化。背后的逻辑,则是凭借广告推荐引擎做支持,对人群进行兴趣分类,为符合广告主需求的目标用户推荐优惠权益,增加日活或者成交率。但同样的玩法持续了十年之久,僵化的模式显然已经落伍了。

Recently, I believe all kinds of apps in your phone have received a lot of new year's promotion information, they usually appear in the pop-up window after opening the app, a sloshing red envelope coupon with the words \"click receive\" and so on, click on, you may be drained into other sites, such as shopping sites, video sites and so on. This is the 4G era of very popular interactive advertising, characterized by the need for users to click to move on to the next step. Although the packaging forms are diverse, but the core of this kind of advertisement, in the final analysis, is the system according to the user attribute, recommends the matching preferential rights and interests for you, thus promotes the user to complete the advertisement click and the effect transformation. The logic behind it is to rely on the advertising recommendation engine to do support, interest in the crowd classification, to meet the needs of advertisers to recommend preferential interests, increase daily activity or transaction rate. But the same play lasted a decade, and the rigid pattern is clearly outdated.

作为一家创新移动广告技术公司,豆盟致力于协助媒体完成商业化变现,虽然CEO杨斌并不认为豆盟是一家传统的广告公司,但面对的行业痛点却和传统广告公司所面临的如出一辙:用户量已经到达了天花板,在现有的基础上,流量的变现十分困难;一直作为中流砥柱的广告业务,虽然手段在不断的革新,但用户对“套路”的厌倦速度变得更快,导致客户的转化率日渐低落。

As an innovative mobile-advertising technology company, mr. yang, ceo, doesn't see mr. dama as a traditional advertising company, but faces the same industry pain point as traditional ad companies: the number of users has reached the ceiling, and on an existing basis, the flow is very difficult to realize; has been a mainstay of ad business, and while the means are constantly being innovated, the speed at which users become more tired of the \"routine\" has become more rapid, resulting in a declining customer conversion rate.

4G时代,因为移动网速的限制,进行基础运作的很多数据都通过下载固化在本地的设备上,所以APP成为了主流,催生了一些通过线上线下融合,发展为独角兽的互联网公司,这些互联网公司在和媒体进行内容交互时,由于对流量过于重视,媒体在和他们打交道时经常很被动。比如,在短视频当道的如今,出于成本或人力的限制,大部分媒体其实缺乏独自生产足量短视频的能力,因此很多媒体会选择由外部渠道抓取内容到自家平台上,而这些来自外部渠道的短视频,在正片之后,或者画面的上方,大多会出现“抖音”、“火山小视频”的logo,以起到导流作用,使得媒体被强制在自己平台上为短视频平台引流,在资源位配置上失去了话语权,这对商业化模式本就单一,依赖于销售资源位流量变现的媒体来说,是一种不小的损失。随着媒体行业对“自主权回归”呼声逐渐响亮,杨斌认为,这些问题都有道可解。

In the 4g era, because of the limitations of mobile internet speeds, much of the data underlying the operation was downloaded and solidified on local devices, so the app became the mainstream, giving rise to internet companies that grew into unicorns through online and offline fusions, which were often passive when interacting with the media because they attached too much importance to traffic. For example, in short video today, because of the cost or manpower constraints, most of the media actually lack the ability to produce enough short video alone, so many media will choose to grab content from external channels to their own platform, and these short video from external channels, after the positive film, or above the picture, will appear \"shake \",\" volcano small video\" logo, to play a diversion role, so that the media is forced on their own platform for short video platform to lose the right to speak on the resource allocation, this single commercial model, rely on the sale of resources to realize the flow of media, is a small loss. As the media industry's calls for a \"autonomy return\" grow louder, mr yang believes these issues have a way to go.

这个解决方案就是背靠5G的云端互动短视频和互动剧。豆盟希望能够凭借自身的内容生产能力,制作出有趣、精良的互动短视频和互动剧,在充实媒体的内容库以外,云端直接接入的短视频也能减少媒体平台的运行负荷,协助媒体平台的“H5化”,媒体只需要购买一个资源包,就能享受不存在任何向外引流方式、制作方曝光趋向于无的短视频产品。这样,以流量变现为主要收入方式的媒体平台将把分发权更主动的握在手中。

This solution is back to the 5G cloud interactive short video and interactive drama. In addition to enriching the content base of the media, the short video with direct access to the cloud can also reduce the operating load of the media platform, and help the media platform to \"H5\". In this way, the media platform with the flow realization as the main revenue mode will hold the distribution right more proactively in the hand.

对于消费者来说,短视频更具有观赏性,能带来更多的信息量;而对平台来说,以5G 云端数据的形式运行短视频,不仅能带来更快的带速度、接近于零的时延,提供更身临其境的优质体验,也能摆脱短视频平台的强制露出,将分发权收回自己手中;而对于广告业来说,5G和短视频的结合,也会使得广告出现的次数提升到当前不可想象的量级,大大增加在线视频广告的点击率和可交付率,可谓是一举多得。

For consumers, short video is more ornamental and can bring more information; for platforms, running short video in the form of 5g cloud data cannot only bring faster speed, close to zero delay, provide more immersive quality experience, but also get rid of the forced exposure of short video platforms and take the distribution right back into their own hands; and for advertising industry, the combination of 5G and short video, will also increase the number of advertising to the current unimaginable order of magnitude, greatly increase the click rate and delivery rate of online advertising, can be said to kill more.

在5G时代,杨斌认为,媒体广告的革命性在“H5”,一切应用的基础架构,在4G时代会提前被下载在手机本地,5G时代则可以存放在云端,省去了提前下载固件到本地的步骤,而豆盟发力打造的,正是基于这样的革命性变化而存在的云端短视频平台。豆盟希望凭借这样的云服务,通过提供短视频内容,给予媒体更高的主动性,摆脱现有短视频巨头的垄断后,广告业能够进入良性发展,把创作权还给用户,更加尊重用户体验;把分发权还给媒体,让流量主更有话语权;把知情权还给广告主,打击流量造假的业内弊端,这一切,将协助媒体,塑造一个更健康的商业变现模式。

In the 5G era, Yang Bin believes that the revolutionary nature of media advertising in the \"H5\", the infrastructure of all applications, in the 4G era will be downloaded in advance in the mobile phone local, the 5G era can be stored in the cloud, eliminating the steps to download firmware to the local in advance, and the bean alliance to create a cloud short video platform based on such revolutionary changes. With this kind of cloud service, it hopes that, by providing short-video content, giving the media a higher initiative, freeing itself from the monopoly of the existing short video giant, the advertising industry can enter into a healthy development, giving the creative right back to the user and more respect for the user experience; giving the distribution right back to the media and giving the flow owner a greater right to speak; and giving the right to know back to the advertiser to combat the malpractice of the flow fraud industry, all of which will help the media to shape a healthier business realization model.

“我们要做的是两点:一是利用技术手段,通过互动短视频、互动剧的形式,带来更高级,转化率更高的高级交互模式;二是顺应去APP化的趋势,打造云端服务器,使得媒体在需要短视频内容时,可以直接从云端获取。我们最大程度的放弃署名权,让流量变现领域‘没有中间商赚差价’,让‘三权归位’,通过这样的商业逻辑,对媒体进行商业化协助,为他们赋能。”

\"There are two things we have to do: one is to use technology to bring higher-level, higher-conversion high-level interaction mode through the form of interactive short video, interactive drama, and the other is to conform to the trend of deappization and create cloud server, so that the media can get it directly from the cloud when it needs short video content. We give up the right of authorship to the maximum extent, let the flow realisation field'no middleman earn the difference', let'three rights return', through this business logic, commercialize the media to assist them and empower them.

杨斌:我们是专门为媒体赋能的,所以会对媒体平台的痛点比较熟悉,而媒体端永远的痛点和需求就是变现。内容生产带来的巨大流量,怎么样才能进行商业化,是媒体端一直在探寻的问题。无论是电商商业化,阅读商业化,还是广告商业化,资源位都是很重要的。但现在,因为4G时代是APP时代,出现了很多基于手机端的的独角兽公司,他们会对媒体端比较强势,一旦引用了他们的内容,他们就是要做露出,比如现在火热的短视频,媒体其实没有自己做短视频的能力,想要追短视频的风口,就必须免费为短视频APP引流,这就阻碍了媒体流量的变现。而对广告主和广告商来说,APP的形式也有痛点——对广告主来说,因为免不了要在各种APP上做广告,那流量造假是躲不开的,很可能是花钱买了虚假的流量,更不要提转化率了。而对我们广告商来说,短视频是更丰富的广告形式,但4G的速度却会影响到短视频的打开速度,一旦这个短视频几秒钟还加载不出来,用户就会失去耐心划走了。

Yang Bin: We are dedicated to the media, so will be more familiar with the media platform pain point, and the media end of the permanent pain point and demand is realized. Content production brought huge flow, how to commercialize, media has been exploring the problem. Whether it is e-commerce commercialization, reading commercialization, or advertising commercialization, resource level is very important. But now, because the 4g era is the app era, there are a lot of unicorns based on mobile phone, they will be more powerful to the media side, once they quote their content, they are to do exposure, such as the current hot short video, the media does not actually have the ability to make their own short video, want to catch up with the short video tuyere, must be free of charge for short video app drainage, which hinders the realization of media traffic. And for advertisers and advertisers, the form of app also has a pain point - for advertisers, because it is inevitable to advertise on a variety of apps, that traffic fraud is inevitable, is likely to spend money to buy false flow, not to mention conversion rate. And for our advertisers, short video is a richer form of advertising, but the speed of 4G will affect the speed of short video opening, once this short video cannot be loaded in a few seconds, the user will lose patience to cross away.

5G的好处是,因为网络速度更快,所以很多固件不需要提前以APP的形式固化在本地,而是可以以H5的形式承载,数据随时用,随时从云端调取就可以了,所以会削弱现在的这些app平台的垄断力,把流量的分发权还给媒体,让媒体能够能自主的进行流量变现。

The advantage of 5G is that because the network is faster, many firmware do not need to be solidified locally in the form of app in advance, but can be carried in the form of H5, data can be used at any time, can be retrieved from the cloud at any time, so it will weaken the monopoly power of these app platforms, the distribution of traffic to the media, so that the media can independently carry out the flow realization.

其次,因为5G是物联网,所以终端会是现在的100倍,获客成本就不会像现在这么贵,可以抑制虚假流量的风气,也减轻广告主的成本负担。

Second, because 5G is the Internet of things, so the terminal will be 100 times the current, the cost of getting customers will not be as expensive as now, can suppress the atmosphere of false traffic, but also reduce the cost burden on advertisers.

最后,因为网速足够快,我们可以用更多的形式去承载广告,4G时代是图文为主,到了5G时代,不仅信息量更丰富、互动性更好的短视频广告会得到发展,我们甚至可以用互动剧的形式承载广告,这样其实转化率会更高,我们能够尝试的形式也能更多。

Finally, because the network speed is fast enough, we can use more forms to carry advertising, the 4G era is mainly graphic and text, in the 5G era, not only the more information, more interactive short video advertising will be developed, we can even use the form of interactive drama to carry advertising, so that the conversion rate will be higher, we can try more forms.

36氪:5G环境下的H5虽然看起来有很多好处,但4G环境下的APP模式已经进行了十余年,有了很广阔的用户基础,一旦需要作出这种颠覆性的改变,用户教育会成为大的障碍吗?

36 Krypton: Although H5 in 5G environment seems to have many benefits, but the app mode in 4G environment has been carried out for more than ten years, with a very broad user base, once this subversive change needs to be made, will user education become a big obstacle?

杨斌:在这一阶段,因为大量的应用还是以APP的状态存在,所以基于5G状态的场景,H5的视频产品竞争力不一定能够迅速、充分的释放出来,但当时机成熟,大家再去入局的时候,如果我们已经提前耕耘了三四年,自然就能领先一个身位。

Yang Bin: at this stage, because a large number of applications still exist in the state of app, so based on the scene of 5G state, the video product competitiveness of H5 is not necessarily able to be released quickly and fully, but when the time is ripe, when we go to the bureau again, if we have ploughed ahead for three or four years, we will be able to lead a position.

所以我们在这几年的时间里面会持续的去迭代自己的产品,不会追求在这个阶段去过于强势的教育客户,只是尽可能去去满足客户需求,说服他接入了我们H5视频内容能力之后,慢慢体会产品的优点,客户的心理接受度会更高,而我们提前布局,就是为了有更充足的时间去说服客户。

So we will continue to iterate over our products in the last few years, not to educate our customers at this stage to be too strong, just to meet their needs as much as possible, to convince them to access our H5 video content ability, to slowly understand the advantages of the product, the customer's psychological acceptance will be higher, and we layout ahead of time, is to have more time to convince customers.

36氪:说到“分发权回归媒体”,在其他平台都在疯狂收敛流量的时候,豆盟为什么会想到要“克制自己的欲望”,尽可能的降低自身的存在感?

Krypton: when it comes to \"distributing power back to the media,\" when other platforms are frantically converging on the flow, why would the bean alliance think of\" restraining its own desires \"and minimizing its own sense of existence?

现在,抖音、腾讯、百度、网易都有短视频服务,可以给媒体端提供短片内容,但没有人愿意跟大厂深度合作,因为大厂太强势了,所有引用的小视频或者提供的内容,无一例外上面都有个logo,APP必须给他们免费导流,这样一方面影响APP的流量广告营收,其次也会把用户引流到别的地方去,比如我觉得这个来自抖音的小视频很好,我自己下了个抖音去看了,那对原来的APP来说,我就是流失的用户,这是最尴尬的地方,所以豆盟想跟大厂做差异化,就必须得把自己的欲望全部砍掉。对客户来说,我提供的云计算、传输、平台维护的能力,为媒体提供服务,就像计算机制造业里的英特尔,凭借我的技术护城河,成为媒体的选择。我们虽然不需要明面上引流,但依靠口口相传,也能触达到更多toB的企业。B端本身就跟C端企业的逻辑是不一样的,我们其实也并不需要一定在互联网用户面前做露出,还是要看清楚自己的定位。

Now, twitter, tencent, baidu, netease all have short video service, can provide short video content to the media end, but no one is willing to cooperate with the big factory in depth, because the big factory is too strong, all the quoted small video or provide content, without exception, there is a logo, app must give them free diversion, so one side of the impact app traffic advertising revenue, then will also drain users to other places, such as I think this small video from the sound shake sound is very good, I went to see the next, that for the original app, I am the loss of users, this is the most embarrassing place, so want to make a big difference with the factory, you have to cut all your desire. For customers, my ability to provide cloud computing, transmission, platform maintenance, to provide services to the media, like Intel in the computer manufacturing industry, with my technology moat, become the choice of media. Although we do not need to clear the face of drainage, but rely on word of mouth, but also can reach more companies to B. The B-terminal itself is different from the logic of the C-terminal enterprise, and we don't necessarily need to show it in front of the Internet users, or to see our own position.

只要广告主、分发平台、广告商对自己都有一个准切的定位,把创作权还给用户,把分发权还给媒体,把知情权还给广告主,未来的广告场景还可以很超出想象,我们可以去改变的事情还有很多。现在对从业者来说,最重要的还是学习,只要沿着H5、视频和互动这三个关键词持续走下去,我相信一定会有一批新的、伟大的公司出现。

As long as advertisers, distribution platforms, advertisers have a quasi-cut position on themselves, the creative right to return to users, distribution rights to the media, the right to know back to advertisers, the future advertising scene can be very beyond imagination, we can go to change a lot of things. Now for practitioners, the most important thing is to learn, as long as the three keywords of H5, video and interaction continue to walk, I believe that there will be a number of new, great companies will emerge.


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