On November 9th, 2017, "Zhiping Big Screens and "2017 OTT Advertising Guide" was held in Shanghai. Qunxun China and Owe Cloud Network joint industry heavyweight partners: AdMaster, iQIYI, Ali Family Entertainment, Tencent Video, LeTV Super TV, CIBN Internet TV, AdTime, Popular, Discovery Media, etc. jointly released "2017 OTT "Advertising Guide", presented with multi-dimensional data, focuses on pain points and difficulties in OTT ad delivery, discusses the future of large-screen marketing, and shares the next billion-dollar advertising market with the brand! In 2017, OTT advertising ushered in the breaking out point. In the first half of the year, the OTT advertising market has reached the scale of one billion yuan. By the end of 2017, the scale of OTT advertising revenue is expected to exceed 2 billion. As the world's leading media investment management group, Group Media's media team continuously researches and develops OTT related products and promotes programmatic purchase and content marketing in this field. Yao Min, general manager of China Digital Media Buying Group, said in the speech: “The big screen effect of OTT, the family focus, and the media nature of the combination of tradition and the Internet have attracted the attention of more and more advertisers, but all parties in the industry need to work together. By solving the problems of advertising security, product maturity and perfection, and unification of monitoring standards, we can better use this new medium to provide brand advertisers with more efficient media placement solutions and maximize brand marketing value." Wenjianping, Chairman of Owe Cloud Network, shared the original intention and vision of Ovid Cloud Network to enter the OTT big data research. He believed that the value of the OTT market has been widely accepted. “Owe Cloud Network is a third-party company in the OTT market. , Always promote the healthy development of the industry as its mission, through the direct implantation of the SDK in the terminal, real-time collection of massive amounts of data, all-round display of the most real data to the entire industry, and together with industry partners to jointly promote the OTT industry standardization, standardization, for the market Contribute to prosperity and development." The "OTT Guide to Advertising in 2017" jointly released by the various parties conducted an in-depth analysis of the OTT industry trends, media value, user value, evaluation of advertising effectiveness, and frequency control. The first time the brain wave measurement method was introduced, aiming at different Screen-side advertisements, advertising effectiveness of different path nodes, and the most accurate and quantified scientific measurement are made through the brain bioelectrical response. The report data shows that OTT now monopolizes 11% of all TV users, and all digital users have a 15% share. After 3 years, the exclusive user size is expected to double. After the development of the TV platform and OTT video media in recent years, the daily live scale has reached the level of three-line TV. Li Wei, president of Orville Cloud Network Assistant and general manager of the Home Internet Big Data Division, pointed out in his interpretation of the report that after 3 years, Smart TV will compete with traditional TV and enter the fast lane of OTT development. Advertising + membership + operating income is expected to reach 31 billion+ scale. Consumer behavior is the basis for understanding the value of OTT advertising. From the perspective of viewing behavior, television users are constantly shifting their attention to OTT viewing mode, which has increased by 90% in two years. OTT users have higher economic strength and education level in life form, and are more keen to purchase digital entertainment devices and are willing to be self-oriented. It takes more to enjoy and improve the quality of life. OTT different route advertisements have different effects on acceptance, brand memory, and completeness of picture memory. Boot advertising and screen saver ads perform best on acceptance and memory, and advertisers can choose and combine flexibly according to the purpose of placing. The report compares the effectiveness of OTT's different layout ads: The boot and screensaver ads are more complete, while the content layer and screensaver ads are more memorable. In terms of OTT advertisement evaluation, “To People KPI†can more effectively reflect project exposure and independent exposure, and conduct cross-screen assessment based on the relationship among multi-screen prices, average number of viewers, screen attention, and completeness of viewing. The index is more prominent in PCs, mobiles, and traditional TVs. "OTT promotes the flow of small screens back to the big screen and continues to gain consumers' attention. It is in a stage of rapid growth. From the point of view of media properties, it has the characteristics of large screen, high influence and high memory, and advertisement monitoring is also increasingly perfect. I believe this A media channel will gradually become an indispensable and important position in brand marketing,†said Fang Jun, the group’s Chinese media buyer. At the conference, Liu Wei, head of the third-party data monitoring company's AdMaster OTT solution, Liu Cheng, general manager of ITV's national sales of Ibizi's sales department, and Dan Yan, general manager of commercial resource management at the Great Youku Group, Alibaba Culture and Entertainment Group.嵩 嵩 嵩, Tencent Living Room Business Center East China Sales Director Wang Hao, Levi East China Sales General Manager Zheng Fei, Guangdong Guangdong (Beijing) Cable Company Advertising Department General Manager Wang Jianxing, General Manager of Marketing Network Marketing Center Lei Yun and other senior industry professionals in a field The exciting roundtable discussions discussed the pain points and solutions for OTT advertising.
