News: On August 22, Ove Cloud.com released the “Blue Book for OTT Operations Big Data in 2017†in Beijing. The Blue Book shows that in the first half of this year, the OTT industry maintained a strong growth trend. It grew by 17.9% to 81.12 million units.
At the same time, the "Blue Book" also showed that in the first half of 2017, the number of OTT terminals reached 240 million units, and the cumulative activation of smart TVs in the first half of the year increased to 105 million units. In addition, the number of OTT users has reached 390 million people, and the number of boot terminals for smart TVs has increased to 81.12 million units per month, which is equivalent to the current scale of traditional digital high-definition televisions. According to the forecast of Ovid Cloud Network, the total OTT value in 2017 will reach 2 billion. It is estimated that by 2020, the number of OTT terminals will exceed 400 million, and the household coverage rate of OTT terminals will reach 72%. The OTT screen has become a blue ocean with great potential.
The growing value of the OTT market is also driving the change in the advertising market. For advertisers, the flow of users is an important factor influencing the distribution of their media budgets. More and more customers are starting to place OTT advertisements. P&G and U.S. China, FAW-Volkswagen, Dior and other well-known advertisers are beginning to try OTT.
Because the OTT terminal combines the dual properties of television and the Internet, OTT advertising has the advantages of TV advertising and Internet advertising. In addition, OTT advertising has a large screen display, a screen of multiple users, mandatory exposure, strong interaction, can be directed delivery, can be Measuring the effects of exposure and other advantages make OTT advertising become an indispensable part of the marketing process.
With the OTT terminal's scale upgrade and its unique advantages, OTT advertising will become the digital advertising rookie following PC advertising and mobile advertising. OTT large screen advertising is gradually entering the mainstream media echelon. Some analysts said that in the next three years, OTT advertising industry will be in a high-speed development stage. According to Li Wei, CEO of Ove Cloud Network Assistant and General Manager of Home Internet Big Data Division, with the rapid development of OTT and the market’s increasing awareness of OTT media value, OTT will inevitably divert traditional TV advertising budgets and obtain more advertisements. budget.
On the other hand, although the current smart TV platform has grown in size, its marketing value has not been released simultaneously. 2017 is the year of OTT marketing integration. The marketing model should no longer be confined to boot ads, terminal data, ratings... but from boot to shutdown, from device to customer, from data to technology, from touch enhancement Using marketing theory, psychology and other theories and techniques, based on the characteristics of OTT, to meet and meet customer needs.
In the face of the irresistible development prospects of OTT, how to better exert OTT's inherent advantages, create OTT marketing capabilities, and create greater marketing value will become the next difficult problem to overcome, and in which areas should the related companies make efforts? ?
First, big data creation. Whether it is the diversification of marketing strategies or the accurate delivery of advertising, it is inseparable from the support of big data. In addition to the program as a dimension, we must take the user as a dimension and make full use of big data to analyze the user's refinement so as to learn the complete behavior path of “where do the users come from, how long they stay, and where to go†and even “who are they? "The accurate user portraits use big data to complete the crowd's insights on the OTT side to better support OTT big screen marketing.
Second, innovation in advertising forms. The audience is more inclined to OTT's program selection and initiative and interactivity in the overall use. It is different from the previous "forced viewing" advertising format. It uses the audience's habit of using OTT to make OTT advertisements play a new trick to make consumers and The brand's more active interaction is a topic worth thinking about. The use of creative and interactive advertising forms, such as interactive answers, creates feelings of participation and stimulates common topics for family members, which can narrow the distance between brands and audiences, and allow advertisers to get more personalized marketing services.
In addition, a sound smart TV value evaluation system is indispensable. 2016 is the first year of the development of OTT/Smart TV advertising. TV audience viewership is also growing rapidly. Although China's smart TV is developing rapidly, it has even surpassed other developed countries, but due to the lag in many evaluation systems, it has caused The evaluation system of smart TVs has no internationally available experience and template. How to combine the characteristics of China's smart TV screens, promote the establishment of jointly-accepted assessment methods and systems, and make the marketing system more complete and streamlined, and also allow the industry to More standardized, more orderly and more rapid development is an industry need to consider.
In addition to the above factors, how can we further tap the value of OTT marketing? How can television screens further reshape value? How does the industry meet the opportunities and challenges of integrating traditional advertising marketing with Internet TV? Let Changsha talk to you The answer, because you want to know about OTT advertising marketing, there will be.
From November 9th to November 10th, the 14th session on the streaming media will be held at the Grand Mercure Hotel in St. Joseph in Hunan. This special issue will be hosted by the streaming media network and the Smart TV Big Data Alliance. At the forum, from the data research company to the interactive advertising innovation company to the 4A company, the upstream and downstream industry players will be present.
At that time, the forum will gradually break down the OTT big screen marketing from the macro trend to marketing innovation. By integrating data and cases, the advertising agency and advertising agency will re-define the great value of OTT big screen advertising marketing and discuss the latest The most viable OTT advertising marketing program will also provide answers to questions such as how to use the OTT's usage habits, make OTT advertisements play a new trick, and increase interactive advertising forms.
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