Tudou Intro
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Tudou is the leading video sharing site in China, with over 60 million unique users per month. It receives 100 million daily video clip views and 120 million daily pageviews. Tudou has a 49% share of the Chinese online video market and serves over 300 billion minutes of video each month. New government regulations limit new online video sites to state-owned entities only, benefiting established players like Tudou. Tudou earns revenue through various advertising formats like pre-roll video ads, banner ads, and embedded ads on video playback and search pages. Major brands that have run ads on Tudou include MTV, HP, SonyEricsson, and McDonald's.
Tudou Intro
- 1. Tudou 土豆网 The Leading Video Site in China March 2008 Private & Confidential
- 2. Tudou.com Introduction Established January 2005, site live April 2005 Shanghai, Beijing, Guangzhou, Chengdu, Shenzhen 3 rounds of funding Series A $800K in 2005 Series B $8.5M in May 2006 Series C $19M in July 2007 ~120 employees 100M+ video clip views daily 120M+ pageviews daily 60M unique users/month 10M unique users/day
- 3. Tudou is serving same amount of traffic as YouTube & Tudou
- 4. Tudou Is Leading Video Sharing Website In China 1.5 billion Avg. Clip length Unique user per month Total minutes per day 11mins 60 million 1.1 billion 3mins 67 million Metric Leading traffic among domestic rivals… … and compared to YouTube Tudou has +49% Chinese market share, serving over 300 billion minutes of video each month to +60 million unique users. Our daily clip views is +100 million and daily page views is around 120million. Source: iResearch, as of January 2007
- 5. Tudou is top video site by PVs & Time on Site iResearch data
- 6. Tudou is top video site by PVs & Time on Site iResearch data
- 7. Tudou has best demographic balance of 3 top video sites estimates from adlab.microsoft.com
- 8. Tudou is a top site on Google tudou youku 56
- 9. Tudou is a top site on Baidu, video is top search term
- 10. Video is One of the Top Online Activities in China Source: CNNIC report, January 2008
- 11. Government regulating the industry more closely, to the benefit of the established players Original “Streaming license” regulations issued by SARFT July 2004 New video regulations released in Dec 2007 Announced that new licenses only to state-owned entities Joint clarification issued by SARFT & MII in Feb 2008 Existing video websites already operating can continue to operate, it’s only new entrants that are required to be state owned Close door to new VC-funded video UGC start-ups
- 12. Promotional resources Home page Links to video clips or Partner Channel Channel page (ie, sport.tudou.com) Links to videos clips or Partner Channel Specialized Channel for Partners Interact with users Subscribers, diary, vlog, video response, etc Playback pages Tudou recommended Related videos Other pages Tag page Discussion Forums
- 13. Homepage promotion spots Recommended Playlists Be first to watch new hot clips Promotional Buttons
- 14. Channel Homepage promotion spots 右上角矩形 Flash banner
- 15. Specialized Channels for Content Providers
- 16. Co-branded promotion with music label Example: Guo Meimei 郭美美 , new singer of Warner Music; 6,000,000 views within 2 weeks Link from music channel home page
- 17. Advertising introduction Initial ad focus on Home page video Search page video Playback page Pre-roll curtains, static picture, CPM Background, behind video player, static picture, CPM Pre-roll video (5, 10, 15 sec) In between videos when watching playlist (5, 10, 15, 30 sec) Promotional Contests Mini-sites Interactive promotions Brand zones
- 18. Home Page Embedded video ads on home page
- 19. Search Result Page Embedded video ads on search result page
- 20. Curtain Pre-roll full screen static image while video loading
- 21. Curtain Pre-roll full screen static image while video loading
- 22. Background Background full screen clickable image while video plays
- 23. Background Background full screen clickable image while video plays
- 24. Pre-roll Pre-roll video ads 5, 10, 15 seconds while video loading
- 25. Interstitial Video ads 5, 10, 15, 30 seconds in between videos in a playlist
- 26. Advertising Samples MTV http://admanager.tudou.com/tudouad/throwActive/adpreview.do?method=preview&poster=96&pic=97 HP http://admanager.tudou.com/tudouad/throwActive/adpreview.do?method=preview&poster=98&pic=99 SonyEricsson http://admanager.tudou.com/tudouad/throwActive/adpreview.do?method=preview&poster=124&pic=125 McDonald http://admanager.tudou.com/tudouad/throwActive/adpreview.do?method=preview&poster=48&pic=49
- 27. Some Advertising Customers on Tudou