Nowadays, for the replacement of family living room TVs, people prefer smart TVs. In recent years, the activation rate of smart TVs has also been steadily rising. In the face of this new media, Blue Ocean, smart TV advertising has become a large number of advertisers. One of the quality media considered, however, the value of OTT advertising is far from being underestimated.
On December 22, 2017, at the 2017 China OTT Industry Development Summit hosted by Data, the content of OTT advertising was discussed in the media, advertising, and terminal segments.
Keywords: OTT Advertising
The end segment, Feng Weicheng, vice president of Skyworth Cool Cool, said, “We found this piece of OTT smart TV screen, its advertising value is a combination of the three, television advertising, PC advertising, mobile advertising, and its Advantage OTT all have its disadvantage OTT can all be avoided, this is the value of OTT advertising core... In the future, based on big data, to provide better content to the audience!â€
Keywords: Advertiser
The media section, Baimeng Na, director of commercial operations for Tencent’s video, said: “The popularity of smart TV has changed the habit of our people watching TV, and Tencent’s video has more differentiated and personalized features in its content strategy in 2018. We have 2018 There is a huge amount of exclusive IP, we have homemade content and a large amount of exclusive and exclusive copyright, and in addition to these two, there are fine content of vertical categories."Content+Experience+Eco" builds the foundation of OTT commercialization, Tencent in 2016 It has cooperated with more than 130 advertisers. In 2017, this data has multiplied."
Keywords: Precision Marketing
Advertising Panel — Chen Junji, general manager of data technology and innovation at Publicis, said, “As a medium, how do we persuade customers to advertise in the OTT area? We need a lot of data to support every time we explain it. We hope that through the efforts of all parties, we can have enough data to provide accurate estimates to our customers, so that he can define accurate delivery of OTT delivery... OTT industry rapidly develops industry standards, and hopes smart TV The Big Data Alliance can help promote and establish transparent industry standards. Through the results of big data analysis, it can promote the accurate marketing of media and advertisers on the OTT big screen and enlarge the OTT plate!"
According to the statistics, OTT advertising revenue in 2017 reached RMB 2.3 billion, which represented a year-on-year increase of 130%; 78% of advertisers who had already placed OTT advertisements were satisfied with the effectiveness of OTT advertisements. It is not difficult to see that the advertising value of OTT has been widely accepted and recognized. However, as far as the current status of the industry is concerned, the value of OTT advertisements has been underestimated. It has become a recognized point in the industry and is also a point of great concern to all parties in the industry.
Source: "2017 OTT Industry Development Report" (Correction data)
In 2018, it will be a year for all parties in the industry to raise the value of OTT advertisements. The value of OTT advertisements will no longer be shelved, but will be promoted to realize real value.
How can big data effectively support OTT advertising premium operations?
1, multi-dimensional labels, support strategy delivery
The OTT industry is ready for data preparation for advertisers to implement strategic delivery. Advertisers' ad placement on OTTs has gone through several stages: In the first stage, the OTT video pre-slices are used to follow OTV's delivery method; the second stage is to note that OTT's unique resources are boot-up ads; The stage is based on the combination of targeted delivery, strategic delivery. However, OTT's advertising resources are relatively scattered. To support advertisers' strategic delivery, OTT DMPs need to be established for programmatic purchase of smart TV advertisements.
The DMP big data management platform is developed by Hook. It is a data management platform used to assist OTT advertising and is the center of the entire OTT user operation. The positive DMP has powerful data resources that can provide customers with effective crowd portraits and support the accurate multi-screen placement of OTT ads. Its unique advantages are: equipment-to-person, multi-screen communication, custom labeling. Currently, in terms of data applications, it has cooperated with a number of companies, such as TV compensation projects, precision projects, and multi-screen projects.
Source: "2017 OTT Industry Development Report" (Correction data)
2. Avoiding invalid traffic and anti-cheating tools
The improvement of smart TV data collection methods and hardware upgrades have provided new solutions for advertisement monitoring and anti-cheating measures. Third-party advertisement monitoring and anti-cheating tools are another way to boost the premium of OTT advertisements. Only by avoiding invalid traffic, cleaning up sources, and reducing industry data fraud and other actions that are not conducive to the healthy development of the industry, the value of OTT advertisements can really be improved.
To circumvent invalid traffic and anti-cheat tools, a local advertising monitoring program is embedded in the smart TV, and the physical ID/IP address of the device is directly obtained from the terminal. The scene is exposed, and verification can be performed by means of screenshot verification. In this way, it can be effective. Check the situation of traffic falsification.
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