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超级剧集大盘持续走强,品牌主为何纷纷增持抢购优酷内容?
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Topic: 超级剧集大盘持续走强,品牌主为何纷纷增持抢购优酷内容? (Read 51 times)
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超级剧集大盘持续走强,品牌主为何纷纷增持抢购优酷内容?
January 01, 2018, 10:57:43 AM
#1
经历了几年的震荡走势,中国网络剧集市场终于迎来了史上最好的牛市期。
11月29日,艺恩网公布了“中国泛娱乐指数”,在年度网络剧价值榜Top10中,优酷凭借《白夜追凶》、《春风十里不如你》、《镇魂街》、《颤抖吧,阿部》、《热血长安》占据五席,成最大赢家。最新消息,优酷的自制剧《白夜追凶》的海外发行权已被Netflix买下,未来《白夜追凶》将通过Netflix在全球190多个国家和地区播出,成为首部正式在海外大范围播出的国产网络剧集。
在过去一年的整合中,作为阿里大文娱的核心版块,优酷在大视频领域通过超级剧集、创新综艺的内容战略,迅速占领用户心智。阿里巴巴文化娱乐集团轮值总裁兼大优酷事业群总裁杨伟东在今年初首次提出“超级剧集”的概念,主张打破媒介的限制,以有影响力的IP、有号召力的主创以及电影级制作作为超级剧集的衡量标准,意在提升对内容品质的要求,持续不断的为用户输出高品质的内容。
从6月上线的《大军师司马懿之军师联盟》开始,优酷接连推出《镇魂街》、《春风十里不如你》、《白夜追凶》、《将军在上》等多部超级剧集,在收获高口碑和高播放量的同时,借助这些优质作品的影响力,超级剧集也从优酷的“内容新物种”成为整个剧集行业的新常态。
根据比达咨询发布的2017年度Q3在线视频独播剧集流量排行榜显示,TOP10剧集中优酷占据6席,其中《白夜追凶》更以豆瓣评分9.1成为第三季度口碑最高的剧集。而骨朵发布的暑期档剧集数据报告同样显示,优酷暑期档剧集播放量占市场总量近一半的市场份额。同时,阿里2018财年第二季财报也显示,优酷的日均付费用户同比增长超过180%。
优酷长期以来对优质剧集的投入回报开始显现,这不仅仅体现在流量占比上,更影响了品牌主对优质内容的态度。以优酷《军师联盟》为代表的超级剧集,在全行业首创了前情提要、弹幕提示等广告产品,同时也是第一次使用了7大内生广告产品,开创了内生广告的全新时代。而《军师联盟2》的创意中插10分钟售罄,更是创下了内容营销领域广告售卖的最快纪录。
好耶集团华东区总经理徐惟坚在金投赏上指出,与符合品牌气质的头部内容合作并且创造喜闻乐见用户接受的社交沟通方式是品牌IP营销的重要目标。其实品牌对优质IP是非常渴望的,优酷内容资源非常紧俏,快速决策是抢下优质资源的必备条件。
知名营销趋势观察家肖明超认为,持续、稳定的高品质内容供给是一个视频平台吸引广告主的核心魅力,毕竟只有内容先火了,附着其上的营销才可能跟着火起来。从《军师联盟2》中插广告10分钟售罄到《春风十里不如你》的中插广告、压屏条广告又再遭品牌商哄抢,优酷优质内容的抢手程度堪比北京的学区房。
内容电商的故事,只有优酷才能真正讲透
“品效协同”是衡量一个视频平台营销实力的重要维度,因此电商和文娱内容的相互打通,是优酷引领娱乐营销变革的独门武功,也是此前整个视频行业力所不能及的发展盲点。
艺恩研究总监刘翠萍表示,在阿里文娱生态圈与阿里电商生态圈的赋能之下,内容电商的故事只有优酷才能真正讲透。背靠阿里的全域数据,优酷以广告触达频次、视频内容播放量、弹幕以及微博话题热度等内容为基点,持续追踪并分析包含品牌认知、内容偏好、购买力、品牌忠诚度等一系列的用户行为,在营销实战中沉淀用户价值,让内容和品牌实现有机结合,打造个性化对位营销,以更具长线效应的营销模式激活品牌的生命力。
据悉,2018年,优酷超级剧集战略将持续发力。在刚刚过去的“秋集”上,优酷发布了即将上档的多部重磅剧集,包括汤唯时隔多年回归小荧屏的作品《大明皇妃》;由雷佳音、易烊千玺领衔主演、马伯庸小说改编的《长安十二时辰》;《帝王业》、《艳势番》、《九州缥缈录》、《盗墓笔记•重启•极海听雷》、《藏地密码》、《西夏死书》等数十部超级IP大剧;以及《白夜追凶2》《军师联盟2》《终极一班5》等多部爆款续作。
0virtual
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Re: 超级剧集大盘持续走强,品牌主为何纷纷增持抢购优酷内容?
January 01, 2018, 11:17:13 AM
#2
白夜追凶真是好看,有美剧的水准,老外都来买版权。
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超级剧集大盘持续走强,品牌主为何纷纷增持抢购优酷内容?
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