'In 2017, there are two typical characteristics of the television industry. The first is that the entire industry is particularly cold. All manufacturers have basically faced challenges in terms of profitability. The other is the decline of many Internet brands.' 'Wang Zhiguo, CEO of Kuokai Network Technology Co., Ltd. Cool new year media communication meeting said.Facing the industry environment changes, Internet TV companies need through product innovation, industry model innovation, looking for a new direction.Wang Zhiguo on the industry in the winter, the cool to get Good performance and future In the big screen commercial value development, layout and a number of industry media exchange and interaction.Kuai Kai Network Technology Co., Ltd. Deputy General Manager Feng Bao Cheng, on the OTT advertising trends and cool to open forms of advertising and business operations And other aspects were described in detail.
Adapt to environmental changes, continue to adjust business model
Wang Zhiguo put forward that television is actually not as trendy as mobile phones, and Internet TV has a strong 'traditional attribute' in it. Wang Zhiguo pointed out that the Internet is a technical means and thinking that can give television new functions and forms of interaction , As well as bring a different business model.Wang Zhiguo once gave Kuoka a positioning is 'traditional Internet companies', of which the traditional refers to the user access and product technology innovation is very traditional, Internet companies refers to the operating mode, The business model and the way it is realized are the Internet. It is this traditional and Internet way of thinking that KUKA has demonstrated its vitality in the Internet television cold wave.
It is reported that cool open system in addition to its own terminal, but also through the open-source system to share the model attracted Philips, Panasonic, Panda, PTV and many other brands of television Third-party terminal.At present, the total open operation of cool open terminals over 3100000. Among them, cool open its own terminal more than 26.72 million, the daily life of the terminal more than 12000000. Cool open and Jiangsu cable to form a strategic partnership, Set up systems and big data platform, you can quickly have tens of millions of user data, large operating terminals continue to enhance the commercial value of cool big screen.
With terminal coverage and user size, KOKAI has formulated strategies and realized the value realization in both TO B and TO C. KUALA realizes the sharing of large-screen value by sharing with the partners in terms of users, technologies and operation modes. On the client side, KUOU utilizes a large content strategy to reach out to different user groups and caters to various life scenarios for users to meet their various services that can be accessed through TV without leaving home. At present, the seven major content sections in the system, In 2017, KuKai achieved revenue of 288 million yuan, a growth rate of 255%, an increase of 472% in the advertising business and a 175% increase in the business of film and television and other businesses.
Seize the golden three years, build one hundred million terminal club
Large-scale operation of the terminal and high user audience continue to bless the value of large-screen commercial value.Wang Zhiguo believes that the next three years is the golden age of the development of OTT industry.Therefore, Internet TV companies in improving the terminal coverage and user size, to Seize a few years of industry opportunities, dig deep-screen value.
Subsequently, Cool open Network Technology Co., Ltd. Deputy General Manager Feng Baocheng start from OTT advertising trends to share the cool open system of advertising forms and specific business.Feng Bao Cheng believes that with the technical means, the changes in the industry environment, different forms of advertising Of the market value is gradually changing.In the past few years, PC advertising, mobile terminal advertising to achieve explosive growth, the market size has reached a stage of peak, you want to continue to grow significantly more difficult.But the first half of 2017 OTT Terminal activation has steadily risen to 126 million units, of which smart TV broke 100. With the significant increase in the number of terminals, as well as users rely on OTT terminals such as Internet TV, OTT advertising volume will rise rapidly.
Feng Bao Cheng pointed out that cool open OTT users an average of 5.6 days a week to use, higher than the industry as a whole 5.3 days; cool open average daily open rate of 66%, open 3.4 times per day, these two are higher than the industry average, which Indicating that the program to open the cool open terminal has played its due role in the field of OTT advertising established an advantage in order to turn the advantages into the actual business value of the cool open OTT marketing is to create a closed loop.Currently, Advertising, recommended bit of advertising, boot ads and other forms of realization, to advertisers bring higher traffic and exposure OTT advertising set traditional TV ads, PC ads, mobile advertising, the advantages of the three, both large-screen display , But also has the advantages of diversified display and strong interactive PC ads, but also through the precise launch of big data.So Bao Bao Cheng believes that the future of OTT advertising business promising.
Wang Zhiguo said that in the golden year, the revenue of the industry will maintain its rapid growth, the business model will be gradually shaped and a high threshold will be set, so we must seize the opportunities of three years of development. Club, in the next three years so that the use of cool open system terminal number reached 100 million, helping manufacturers to maximize the terminal value, allowing more manufacturers to enter the level of terminal clubs, the full release of large-screen commercial value.
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