IT168 information advertising has always been the main means of shaping the brand value of the brand. In the past, traditional television stations were the golden advertising channels that major brands flocked to. After 70, 80 growth, will be accompanied by some slogans. “We don’t accept gifts this year, receive gifts only for Platinum,†and “If you want your skin to use Dabao sooner or later,†a series of slogans spread through the television station to millions of families, making it a verse that spreads and spreads. .
In recent years, with the surging tide of the Internet, the trend toward the decentralization of communication channels has become more pronounced. With the decline of traditional TV stations and the sharp drop in ratings, young people have almost abandoned television stations that broadcast linearly as their sources of information and switched to more interactive Internet TV. The influence of television advertisements has also weakened, and a television advertisement has raged in the era of the great rivers and rivers. It is gone forever.
The shrinking of television channels has not reduced the demand for brand advertising. Even under the background of excess capacity, brands need more advertising. The supply and demand of advertising channels are uneven, leaving a lot of market space. Smart TV video application micro-audiovisual, before the external advertising investment, it is precisely this market. Relevant person in charge of micro-audio said: "The value of video advertising has always been underestimated, video advertising has the advantage of high interactivity and accuracy, and ultimately will defeat TV advertising." So micro-audio challenges the traditional TV advertising in the end Where?
The number of OTT users and the duration of use are both long and long.
When traditional advertising distribution channels gradually decline, smart TVs are entering a rapidly growing demographic dividend period. In June 2016, smart TV (box) terminal home coverage reached 36%, and the number of activations reached 90.11 million units, covering 288 million people. Relative to the stability of PC-end video, smart TV users maintain a two-digit increase. The overall performance of content growth, user volume, long user time and so on. Among them, CIBN Micro Visual (formerly VST) is the leader in TV video applications, with 63 million users.
At present, the mere madness stage of simply fighting for users has become a thing of the past, and the Internet is entering the stage of scrambling for the attention of users. It takes more time for users to increase user value. The video is undoubtedly a user-time black hole. With high-quality content, users can continue to attract users and occupy user time. Ove Cloud Network data shows that the total duration of a single terminal of a smart TV (box) has reached 5.04 hours per day. In addition, the video platform also continuously expands the influence of the platform in the forms of stand-alone plays, home-made plays, and IP adaptations, and retains users through the content. CIBN Microvision has cooperated with Tencent Video and PTTV for copyright cooperation. It has introduced more than 40 self-produced dramas, dozens of single-play dramas, and has many unique broadcast resources for American dramas. It also won the rights to play top-level events such as WWE and La Liga. Force the construction of video content.
Smart TV big screen is an excellent advertising carrier
According to Ove Cloud Network data, TVs with more than 46 inches accounted for 55.9% of total TV sales. Of these, 55-inch smart TVs accounted for 23.6%. Televisions have great advantages over other screens in both screen size and image quality. Advantage. In addition to being able to carry larger information capacity, large screens can display more content on a single page screen. It also has the characteristics of high imaging quality and can more fully present advertising content. If the brand advertisement has a good idea and high quality, the user's memory effect will be more profound. Once the brand does not take care of it, the user will be more easily aware and reduce the brand favorability. This will force the brand to pay more attention to the quality of advertising content and to connect brands and users more smoothly.
Another advantage of smart TVs is their interactivity and accuracy. According to the user portraits of the Micro Audiovisual Center, the brand can accurately target the target user population according to its own characteristics. Advertisements evolved from the "bombers" rough launch to the "missile" precision delivery. Combined with the high interactivity of smart TVs, multiple levels of advertisements can be displayed. Such as open screen advertising, home page recommendation, topic title and many other forms. Soft, wide, hard and wide combination of multi-dimensional brand exposure. For example, the open-air advertisements that beats launched in the first phase of micro-viewing have an average daily viewing volume of more than 6 million. With the further decentralization of the Internet, television and newspapers will not be replicated. Diversification and precision of advertising have become an inevitable trend.
For more information, please visit CIBN Micro Visual (formerly VST) official website
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