Discussion on Advertisements on Bilibili and YouTube
In week six we mainly discussed the changing role of media planning in brand support & integrated marketing communication, and as a netizen who spend most of my leisure time binge-watching video contents, I couldn’t help but notice the differences between online advertisements on Bilibili, a mainstream video-sharing app in mainland China, and on YouTube, which caters to a global audience. The essay will discuss the different formats of the ads, and explore their effects.
Bilibili was originally a platform primarily features anime and gaming contents, but with growing users and dominance in video-sharing media, it now has covered almost all kinds of genres. At first glance, this app seems ad-free, considering the fact that users don’t have to wait for ads before they get to the actual videos. However, Bilibili employs algorithms that will recommend videos to users’ for you page based on their in-app search history and viewing habits. These videos usually look like a common sharing video from the thumbnails, but are actually advertisements of a brand or a product.
Apart from this direct and obvious form of advertising, there is a special and more subtle way of advertising by integrating the promoting messages with user-generated content. Brands usually seek out potential partnership with content creators that have a certain level of fanbase. Most of them will introduce the product that may or may not have something to do with the theme of the video mid-way across, and viewers are free to jump the ad by speeding up or dragging the progress bar. Some of the content creators will adopt more creative and less intrusive ways, entertaining viewers while increase the engagement in forms of likes, favorites, donates, comments and “Danmu”. Executed well, this partnership will most likely bring a “win-win” outcome to the creators and the brands.
YouTube adopts a different strategy in terms of its advertisements. For starters, the basic version of YouTube has skippable and non-skippable ads before, between and in the middle of videos. Most of the time users have to watch at least 5 seconds of the ads before they can skip them. The ads are algorithm-based and delivered to targeted users they deem as potential consumers. In-video advertisements also exist in YouTube, with advertisers paying YouTubers to promote their brand or product, and thus gaining more exposure to viewers. However, users can avoid the former kind of ads by upgrading to YouTube Premium, with a monthly fee of 108 HK dollars.
Although similarities exist between the two, Bilibili’s mode relies more on the interaction, with users actively participating in discussions. Delivering the product to the most concerned users, advertisements on Bilibili usually strengthen the community of the creators’ fans, increasing the brand’s recognizability as well as the creators income. In contrast, advertisements on YouTube depend more on algorithmic recommendations.
As a heavy user myself, I find both modes of advertisements tolerable and minimally disruptive to my viewing experience. Advertisements on Bilibili usually come from the creators I like or have interest in, and presented in an entertaining manner, and YouTube ads are mostly skippable without causing too much inconvenience, and thanks to the personalized recommendations, some actually grab my attention.
I believe that advertisements in video-sharing platforms are easier to reach the audience in today’s content-driven online environment and is a future trend, with people constantly going online to consume contents. In the meantime, brands and companies should consider what type of advertisements is the best fit for their products, and what type of video-sharing platform best conveys the idea of their products, before launching any partnerships and sponsorships.
Your insights into the community-driven nature of Bilibili’s ads versus the more traditional algorithmic approach of YouTube highlight a critical shift in media planning and integrated marketing communication.
ReplyDeleteI agree with your observation that Bilibili’s advertising model, initially disguised as user-generated content, effectively engages viewers without the disruption typically associated with pre-roll ads. This subtlety not only enhances user experience but also fosters a sense of authenticity that is increasingly valuable in today’s digital landscape. By leveraging algorithms that curate content based on user preferences, Bilibili successfully integrates ads into an organic viewing experience, making them more palatable to users. This approach aligns with contemporary marketing strategies that prioritise consumer engagement and content authenticity.
In contrast, the essay highlights YouTube’s more ubiquitous approach to advertising, characterized by skippable and non-skippable ads. While these ads provide a steady stream of revenue for the platform, they can lead to user fatigue, particularly if viewers are frequently bombarded with similar messages. However, as noted, YouTube's algorithm-based targeting significantly improves ad relevance compared to traditional media methods. The introduction of YouTube Premium as a means of ad-free viewing is also a thought-provoking point, as it reflects a growing trend in consumer preferences for subscription models that enhance user experience.
The contrasting strategies point towards a deeper conversation about consumer choice and engagement. Bilibili’s interactive nature encourages viewers to become active participants in the advertising experience, often leading to more meaningful interactions with brands. Conversely, while YouTube’s model is less interactive, it efficiently harnesses user data for targeted advertising, which can sometimes yield impressive results despite its more interruptive format.