The Internet + intelligent wave has blown through the land of China, profoundly changing the various industries we are familiar with at the speed that everyone can perceive. At the same time, the mobile Internet has subverted our food, clothing, housing and travel, and it has matured. The industrial chain has also taken on a new look under the influence of new technology.
Among them, what we are most aware of is the rise of the OTT industry, which has pushed us back to the embrace of the living room and the big screen. In the process of the digital TV cable ebb, the smart TV has developed rapidly, giving the living room a new charm. Also let the big screen marketing battlefield changed a new face.
On September 28th, the 25th China International Advertising Festival jointly organized by Advertising Culture Group and Zhimeng Consulting Group was held in the Harbin Convention and Exhibition Sports Center. The leaders of the OTT industry gathered together with the big coffee to discuss new Under the situation, the big trend of big screen marketing, empowering the new economy of the living room.
In this '25th China International Advertising Festival' conference, the leader of the OTT industry, Cool Open Network successfully won the 'China' for its comprehensive display of OTT advertising value in its many successful marketing activities. International Advertising Festival 2018 advertisers ceremony annual case 'big prize.
The trend of the times, cable digital TV, low tide
At the meeting, Feng Baocheng, executive vice president of Cool Network, mentioned in the keynote speech “Living room entertainment, big interest” that OTT activation terminal has covered 51% of China's networked households and has become an important terminal for connected families. The number of OTT TV activation terminals has reached 193 million, making it the first entry point for smart home entertainment.
He pointed out that TV is developing towards functionalization, networking, and intelligence, and is building a new ecosystem.
According to statistics, as of H1 in 2018, China's household broadband access reached 378 million, with a penetration rate of 84%. It was followed by fragmentation of video terminals, no longer relying solely on cable digital TV.
Therefore, by 2018, H1, China's cable digital TV payment users continue to lose, the total will reach 149.95 million, a year-on-year decline of 5%. In contrast, China's OTT TV activation terminal reached 151.8 million units, an increase of 46% year-on-year , beyond cable digital television (DVB) and IPTV, became the first major entrance to the TV.
At the same time, the continuous loss of users has led to the continued decline of traditional TV advertising. More and more advertisers have begun to abandon the advertising format of traditional TV. The large-scale escape of young users has turned many brands into digital channels. .
Introducing new OTT industry to explore new marketing model
Under the circumstance, the OTT terminals that have accumulated a large number of young users with rich spending power have begun to be favored by advertisers.
Cool Open Network Executive Vice President Feng Baocheng
On the one hand, it is the younger users who have gradually mastered the dominance of the living room. They have a new way of life and consumption, which is the main body of current consumption activities, and the main target of advertising is the people;
On the other hand, with the two-way attribute of the Internet, OTT advertising has a new possibility and a broad space for display.
Unlike traditional TV commercials, OTT ads can also have smart marketing ads, screensaver ads, application portal ads, full-screen pop-up ads, and other new marketing methods in addition to boot ads and placement ads. Times, more marketing is possible, waiting for us to dig.
Living room carnival, open network to open a new era of OTT marketing
The OTT industry has brought us a broader space for development, but how to deeply explore the value of the OTT industry may still require a long process.
Relying on the OTT feature, the promotion of more advertising games requires the joint exploitation of OTT vendors and advertisers. In particular, advertisers may need a process for receiving forms other than boot ads and placement ads. Of course, OTT It is also important for vendors to show the value buried in them to advertisers.
As the only unicorn company in the OTT industry, Cool Open Network has launched a series of new forms of marketing activities with a massive content matrix and a huge user base accumulated over the years - Living Room Carnival.
In-depth dialogue between representatives of all parties
In the spirit of using cash to attract attention and using activities to spur traffic, Coca-Cola has designed a series of interactive activities for the living room carnival, covering the interactive activities of the Double Dan, Spring Festival, 418, 618, World Cup and other nodes. .
During the Spring Festival, the total number of open network exposures reached 308 million times, and the number of daily users per day was 12 million. The number of users directly participating in the event was 10.19 million. During the World Cup, the open network received a total of 1.4 billion exposures, and users directly participated in the event. There are 45 million times, participating in the family of 15.75 million, fully showing advertisers the charm of OTT's new marketing form.
Cool Open Network successfully won the 'China International Advertising Festival 2018 Advertising Masters Annual Case' award at this event, not only because of its perfect branding activities, but also because of the open network and OTT The industry has pointed out new modes of marketing and new development directions in the next few years.
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