视频网站自制内容定价与广告投放决策研究

doi:10.16381/j.cnki.issn1003-207x.2022.0990

Abstract

Abstract:

The operation of self-produced content of an online video platform is studied， who engages in a three-stage game with an embedded ads sponsor， involving decisions of embedded ads price， embedded ads quantity， consumer subscription fee， and pre-roll ads quantity. The game is analyzed and compared under two different pricing modes of the embedded ads， i.e.， CPT （cost per time） and CPM （cost per mille）. The results show that when the revenue rate of the embedded ads sponsor is below certain thresholds， the platform under both CPT and CPM only places pre-roll ads； otherwise， the platform will place both embedded ads and pre-roll ads under CPT， while only places embedded ads under CPM. Comparisons show that CPT and CPM are equivalent when the revenue rate of the embedded ads sponsor is low； otherwise， the CPM mode leads to higher price and quantity of embedded ads， lower subscription fee and pre-roll ads quantity， and higher platform profit and consumer utilities. The embedded ads sponsor prefers CPM when its revenue rate is moderate and prefers CPT when its revenue rate is high.

Key words: online videos, self-produced content, embedded ads, pre-roll ads, video pricing

CLC Number:

F224.32

Zhipeng Li, Feng Chen, Qing He. Pricing and Advertising Placement of Self-Produced Content by Online Video Platforms[J]. Chinese Journal of Management Science, 2024, 32(11): 157-167.

Figures/Tables 4

符号	含义
外生变量
$v$	付费用户视频体验质量
$θ$	免费用户视频体验质量折扣
$k$	消费者单位广告负效用
$n 1$	付费用户人数
$n 2$	免费用户人数
$m$	植入广告商单位广告单次展示收益
$g 2$	贴片广告单次展示价格
平台决策
$p$	视频价格（会员费）
$a 2$	贴片广告数量
$r$	植入广告单位时间价格（CPT）
$g 1$	植入广告单次展示价格（CPM）
植入广告商决策
$a 1$	植入广告数量

均衡结果	CPT模式		CPM模式
均衡结果	若 $β ≤ β T$	若 $β > β T$	若 $β ≤ β M$	若 $β > β M$
植入广告单价 $r T $ , $g 1 M $	$m F / A$	$m [β C F + (1 - θ) η 2 G] / (A H)$	$≥ m$	$m - ε$
会员费 $p T $ , $p M $	$A - C A$	$A - C A - θ (A - F) F (β - β T) 2 η A H$	$A - C A$	$1 - θ 2$
贴片广告量 $a 2 T $ , $a 2 M $	$θ (1 - θ) (1 + η) g 2 A$	$θ (1 - θ) β (2 η G + F) g 2 A H$	$θ (1 - θ) (1 + η) g 2 A$	0
平台利润 $π P T $ , $π P M $	$(1 - θ) η A$	$θ F 2 (β - β T) 2 4 η A H + (1 - θ) η A$	$(1 - θ) η A$	$(1 - θ) η + θ β 4 η$
植入广告量 $a 1 T $ , $a 1 M $	0	$θ F (β - β T) / (2 k H)$	0	$θ / (2 k)$
植入广告商利润 $π A T $ , $π A M $	0	$β θ C F 2 (β - β T) 2 / (4 η A H 2)$	0	$θ ε / (4 k)$

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Pricing and Advertising Placement of Self-Produced Content by Online Video Platforms

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