Tudou  土豆网 The Leading Video Site in China March 2008 Private & Confidential
Tudou.com Introduction <ul><li>Established January 2005, site live April 2005 </li></ul><ul><li>Shanghai, Beijing, Guangzh...
Tudou is serving same amount of traffic as YouTube & Tudou
Tudou Is Leading Video Sharing Website In China 1.5 billion Avg. Clip length Unique user per month Total minutes per  day ...
Tudou is top video site by PVs & Time on Site iResearch data
Tudou is top video site by PVs & Time on Site iResearch data
Tudou has best demographic balance of 3 top video sites estimates from adlab.microsoft.com
Tudou is a top site on Google tudou youku 56
Tudou is a top site on Baidu, video is top search term
Video is One of the Top Online Activities in China Source: CNNIC report, January 2008
Government regulating the industry more closely, to the benefit of the established players <ul><li>Original “Streaming lic...
Promotional resources <ul><li>Home page  </li></ul><ul><ul><li>Links to video clips or Partner Channel </li></ul></ul><ul>...
Homepage promotion spots Recommended Playlists Be first to watch new hot clips Promotional Buttons
Channel Homepage promotion spots 右上角矩形 Flash banner
Specialized Channels for Content Providers
Co-branded promotion with music label Example: Guo Meimei  郭美美 , new singer of Warner Music; 6,000,000 views within 2 week...
Advertising introduction <ul><li>Initial ad focus on  </li></ul><ul><ul><li>Home page video </li></ul></ul><ul><ul><li>Sea...
Home Page Embedded video ads on home page
Search Result Page Embedded video ads on search result page
Curtain Pre-roll full screen static image while video loading
Curtain Pre-roll full screen static image while video loading
Background Background full screen clickable image while video plays
Background Background full screen clickable image while video plays
Pre-roll Pre-roll video ads 5, 10, 15 seconds while video loading
Interstitial Video ads 5, 10, 15, 30 seconds in between videos in a playlist
Advertising Samples <ul><li>MTV   http://admanager.tudou.com/tudouad/throwActive/adpreview.do?method=preview&poster=96&pic...
Some Advertising Customers on Tudou
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Tudou Intro

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Tudou Intro

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

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