A few years ago, the vigorous development of mobile devices and telecommunications industry once convinced people that the future of marketing will move closer to the mobile terminal, and advertisers will start to deviate from the traditional TV advertisements that once occupied the mainstream; in recent years, the Internet The rise of TV, BAT and other Internet tycoons have all entered the layout of home Internet OTT, and marketing of “living room economy†with OTT screen as the center seems to have become an important window for connecting people and information in the family unit overnight. It has also become a marketing treasure for brands in the Internet of Everything era. Recently, Ove Cloud.com has jointly published a Guide to the Delivery of OTT Advertisements with a number of industry partners and TV manufacturers. This guide covers several aspects including the status of OTT advertising delivery, media value of large screens, user value, and OTT advertising effectiveness evaluation. , In-depth description of the current status of the value of OTT, the use of a large number of data analysis and industry research, to provide marketing people with a good OTT marketing endorsement. As the first domestic advertising technology company that introduced OTT into programmatic buying, Yoyi Interoperability combined with the OTT advantage of the industry marketing company, from the perspective of advertising technology, conducted a new interpretation of this guideline. The number of OTT users soars far beyond the traditional digital TV The report shows that in the first half of 2017, the number of domestic OTT terminals was 234 million units, which accounted for 80% of the scale of cable television households. The number of OTT activations is 126 million units, which is approximately 105 million. It has also reached 66% of the users of cable digital TV subscriptions. On the other hand, subscribers of cable TV and digital TV are in a state of continuous loss of 2.1 million households per quarter, which is a sharp increase compared to OTT subscribers with a quarterly number of 4.5 million households. After a few years, Internet TV has largely replaced traditional ones. Television is a general trend. In addition, from the perspective of the two user groups, Internet TV users have more representative of China’s new generation of middle class. They are younger, more stylish and knowledgeable, pursue refined life, seek innovation and change, and show from the analysis of asset strength that smart TVs are Users not only have a high rate of ownership of real estate and cars, but also plan to buy a car to buy a house. Compared with the traditional television crowd, consumer demand for Internet TV users is even more prosperous, further highlighting the marketing value of Internet TV. OTT VS Digital Media: Big Screens Cause Users to Return OTT has features that cannot be possessed by digital media such as PC, mobile, etc.: The screen is large! The larger the screen, the higher the attention that the user can attract. This also correspondingly increases the completeness of the user watching the video. According to a survey conducted by the report, after a family owns Internet TV, they rarely watch videos on PCs, tablets or mobile phones. For people who once thought that the audience’s attention will be more towards mobile, the emergence of OTT has brought people Changes in usage habits have prompted a new round of user reflow. According to statistics, in the first half of 2017, there were 570 million Internet video users including PCs, mobile phones, and tablet PCs, and the OTT large-screen users were 330 million. Among OTT screen users, the proportion of users who use online video at the same time is 71%, based on this data calculation, OTT large screen exclusive users of 100 million people, accounting for 15% of the share. If the advertiser wants to cover digital video users, the OTT screen becomes an important part. Multi-screen delivery based on OTT improves the cost performance of advertising As can be seen from the above data, in addition to the OTT exclusive users and the overlap with digital media video users, the video of PCs and mobile terminals still overflows with 340 million people. Single media advertising can no longer cover the vast majority of the video crowd, and new technologies represented by multi-screen programmatic buying will make up for the inadequacy of single media resources in accurate crowd coverage. It is understood that programmatic buying, as the "connector" of today's data, can connect massive digital media resources, connect users' online and offline data, and maximize the effectiveness of advertising by integrating multiple resources. The integration of OTT into a programmatic buying system and truly multi-screen marketing can ensure that advertisers achieve product integration. Programmatic buying companies represented by Youyi Communication have taken the lead in integrating Internet TV resources, and connected with PCs and mobile resources to achieve a seamless connection of “big screen + small screenâ€. Using the data across PCs, mobiles, and OTTs to better depict the portraits of the crowd. The use of data link to achieve frequency control of multi-screen placement, time selection and other operational optimization means to enhance the delivery effect. At the same time, UY Media integrates the resources and data of mainstream TV vendors such as Hisense, Skyworth, and TCL, and collaborates with content partners to adopt various forms of advertising to achieve high-impact, high-exposure communication. The rapid development of OTT can not be underestimated. How can we take advantage of the situation and occupy the main battlefield of marketing for the first time is the most important issue for advertisers to solve. The future belongs to the real data linker, and the multi-source marketing method of resource integration will build a new marketing ecology. . Building Wire,Sheath Pvc Wire,Pvc Sheath Wire,Grounding Wire Baosheng Science&Technology Innovation Co.,Ltd , https://www.bscables.com
