The TV industry has undergone significant changes, and many companies are making changes. Some time ago, Coolo Networks CEO Wang Zhiguo made it clear that Kukai Network will focus on building an open smart TV system ecosystem and tap the big screen for commercial value. At the recently held Xi'an On Road Summit, Feng Kaicheng, executive vice president of Cool Open Network Technology Co., Ltd., shared the innovative experience of Cool Open Network in large-screen marketing, and hoped to cooperate with more terminal manufacturers to share OTT industry together. value.
Industry insiders pointed out that Kukai Networks' focus on the development of television big screen marketing is in line with the development trend of the industry.
In the OTT industry, large-scale operation is the basis
According to the data, the amount of smart TV activation in the first quarter of 2018 increased by 11% compared to 2017 to 165 million units, and it was 311 minutes when the average daily power was turned on. Obviously, OTT’s large-screen revenue capability has improved significantly. Only CoolCity has opened a network. In 2017, the content revenue reached 288 million, and the content revenue, advertising business, film and television and other businesses all increased significantly.
According to Feng Baocheng, terminal scale coverage is the basis for large-screen commercial operations, because large-scale operations can ensure the flow, so that good marketing ideas can attract more people to participate, and it is easier to develop large-screen value, relying only on TV hardware sales. It is difficult to establish scale advantages in a short period of time. Therefore, in order to quickly develop a network, it is necessary to make full use of the advantages of the system to increase the coverage of the terminal. This is the reason for focusing on the ecology of the open smart TV system.
It is learnt that Cool Open Networks is working to enhance system performance through technological innovation, and cooperates with other hardware manufacturers in the spirit of open source sharing. In addition to domestic brands such as Skyworth and Panda, there are also many leading foreign brands such as Philips and Panasonic. There are currently 16 The non-cool brand uses the Coocaa open system and is moving towards the goal of building a multi-billion terminal club in three years. At present, the CoolOpen system operates more than 33 million terminals, and monthly live terminals exceed 17 million, ranking the first camp of smart TV activation. , The market scale reached 17%, which also verified the view of 'who grasps the entrance, whoever controls the users, who controls the users, who will grasp the market'.
Deeply tap market value, big screen marketing innovation is the key
Feng Baocheng also mentioned that possessing the advantages of terminal scale and user volume does not mean that the value of OTT industry is at hand, and there is still a step of big screen marketing innovation in between. This is a difficult point and it is a test of the operational capabilities of the enterprise. Well, this problem can realize the realization of traffic flow, not only to share a share in the OTT market, but also to promote the development of the OTT industry; on the contrary, the scale advantages established in the early stage will be difficult to play a role. To this end, Kukai Network operates on a large screen. A lot of effort went up and down.
CoolOpen Networks continues to improve system performance and enhance user stickiness. In the past two years, it has cooperated with iQiyi and Tencent to introduce high-quality content and capital. This year, Coocapac established a strategic partnership with Baidu, and both parties will develop artificial intelligence. A series of cooperation to improve the accuracy of advertising. In addition, after the introduction of Baidu's 1 billion investment, the market value of Coocaa network reached 10 billion yuan. With the increase of content, technology and capital, Coocadia Networks conducted marketing innovation. Many attempts were made to develop 13 kinds of OTT advertising formats, including channel entrance advertisements, application portal advertisements, thematic advertisements, and AI voice advertisements, to form full-path coverage and create a closed-loop marketing system.
More importantly, Coocaa has also developed a 'living room carnival' gameplay, using activities to stimulate traffic and attracting attention with cash. This year's Chinese New Year red envelope, cool open network invested 10 million, brought 308 million exposures, 10.19 million Family participation activities; Skyworth also planned a millionaire campaign on the 30th anniversary of its inception, 15 million investment attracted 25.72 million households, bringing 260 million exposures. High participation, high traffic and strong exposure received by advertisers. In the future, Coocaab will continue living in the living room during World Cup, Summer, National Day and New Year's Day to explore more creative big-screen marketing methods. It is reported that during the World Cup, Cool Open Network will invest 30 million, and there will be more advertisements. The main participant.
As the forerunner of the OTT industry, Cool Open Networks expands the coverage of the terminal through open cooperation, and carries out marketing innovations. Under the drive of the 'twin engine', the advantages of the first entrance to the living room marketing will be further consolidated to provide users with a better experience. , Create more value for TV manufacturers and advertisers and other partners.
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