More and more people touch the screen, but the biggest screen-TV still occupy the important position of the living room. From the consumer's point of view, the television has changed, bigger and thinner and more interactive, not only watching TV, but also playing TV.
From the industry point of view, the way to play the industry more, television manufacturing is almost unprofitable, and based on large-screen derivative of the ' big screen economy '--ott business is in full swing. Data show that 2017, China's OTT terminal has exceeded 240 million units, the next three years OTT equipment number will exceed 400 million units. In this context, based on the Internet TV large screen OTT advertising revenue has also made gratifying growth in 2017, China OTT large screen advertising scale of about 2.5 billion yuan, the growth rate of more than 200%.
Analysts predict that by 2019, the size of China's OTT advertising market will exceed the billion mark.
The seductive prospect of the market has attracted the participation of all the BATJ, in addition to these giants, as well as video companies, internet TV brands, traditional TV manufacturers are also lonely. In just two years, Tencent has invested in the cool network, Thunderbird TV and several OTT enterprises on the OTT track. Ali in the OTT industry layout is broader, from the TV box to the operating system and video sites are deeply involved.
Baidu is at the beginning of this year to overweight 1.055 billion yuan investment cool open network. Ott operation and mobile internet operations similar, must have some elements: one is sufficient volume of users, the second is the ability to integrate resources, such as content, application, the third is the operating model, the platform is open enough and inclusive, and partners can be integrated symbiosis.
Does cool Open as a pioneer have a leading edge? 2014 began the independent operation of the Cool network company, began to cut into the smart TV, that is, today's OTT industry terminal business, Internet television did have a model, several times leading the trend.
But this April 26, cool Open Network announced the official stripping TV business, focus on building an open and unified super Intelligent system ecology, mining large screen commercial value, the whole body into the OTT big screen marketing. Cool Open Network focus on building an open and unified intelligent system ecological determination has been long, has been constantly upgrading the intelligent technology engine and the accumulation of end-user base, cool open the system from the beginning of the 2014 version 1.0 to achieve 6.0, 2017 cool Open network operation terminals about more than 33 million, of which the third party terminals have been close to 5 million units,
The monthly live terminal exceeds 17 million. Having sufficient user base means that traffic is guaranteed and is the basis of OTT business operation.
Cool open System and Philips, Panasonic, crown Czech, Panda and other more than 10 TV brands to cooperate, peel off the production and sales business, but also means to win more partners, these brands have adopted a cool system, which also for cool users continued to expand the expansion of a greater increase. With such a user base and traffic base, the commercialization of cool networking has begun to accelerate. Cool Open Network Vice President Feng Pao Introduction, 2017, cool open network revenue reached 342 million, content revenue growth of 255%, of which OTT advertising revenue reached 200 million yuan, an increase of 472%, the user's consumption of the average length of 5.5 hours.
Feng PAO that TV users have not lost, more and more traditional TV users into intelligent TV users, each family also covers a different segment of the population, more than 30 million of the intelligent terminal coverage of the crowd around 100 million. ' Cool Open Network gives the OTT operating income of a terminal TV brand that uses cool systems a pretty good chunk of the month, ' Bao Cheng told reporters, ' before the TV sold out there was no other gain, and now it's adding to their revenue stream '. This kind of market-driven, cooperation and winning mode is not only embodied in the cooperation with the television manufacturers, in the cooperation with the radio and television systems also follow such a cooperative logic. such as cool open Network and Jiangsu Radio and television cooperation, both sides ' share ' users, resources, technology, channels, the formation of advantages of superposition effect, cool open network can use the power of Jiangsu Radio and television stores to push the strength of the development of users, Jiangsu Radio and television rely on cool open the network rich content resources to retain users, enhance user value.
This mode of cooperation for other provinces and cities of the radio and television companies have a very high sense of reference, with a replicable.
The huge prospect and rapid development of the market does not mean that it can ' grow wild ', and that both advertisers and consumers need fine operation and meticulous service.
Compared with the traditional TV closed network and limited content resources, cool open Network is better at mining the user data behind the huge business value, in the advertising content of the production methods, editing methods, operating methods, as well as the display method to make innovative changes to the content of the king, to achieve accurate consumption-driven mode. Feng Pao said, cool open the network practice is to implement the operation strategy of the crowd, the content is divided into film and television, education and other content of the forum, the mass of information in an orderly manner presented to the user, users have the need for direct access to the need to avoid drowning in the information ocean. Information presentation is a great step forward from disorder to order, which makes it easier for users to find the information they want and to improve the user experience. For advertisers, cool open network with large data mining for user portrait, more than 10 kinds of common forms of OTT advertising can be based on different users at different times different viewing habits, put forward a set of delivery strategy to achieve accurate push, can effectively enhance the participation of users and goodwill, the final feedback to advertisers is strong exposure,
Large flow.