With the rapid popularization of smart TVs, the trend of networking large screens in the living room has become increasingly fierce. Not only has the market size of OTT terminals remained close to that of traditional televisions, but after PCs and mobiles, TV screens have become potential for new advertising carriers. It is gradually being excavated.
On September 22, at the 2017 China OTT Big Screen Marketing Leaders Summit hosted by Power Electronics, Cheng Hongrong, Vice President of Mango TV, expressed his opinions on the future trend of OTT big screen marketing.
Undoubtedly, with its excellent portability, mobile smart terminals are rapidly replacing PCs and have become the mainstream choice for ordinary users to connect to the Internet. However, the large-screen TVs are based on the attributes of living room usage scenarios, but they have largely limited human-machine capabilities. The interactive form, it is difficult to cultivate user stickiness.
In this regard, Cheng Hongrong believes that to stimulate the development of large-screen marketing, the premise must be to eliminate the inherent bottleneck of large-screen interactive inconvenience. From the product point of view, TV is a must-have big screen, mobile phone is a small screen of manpower. Using scan codes, etc., connecting large screens and small screens will be a good idea.
On the other hand, the unique advantage of the large-screen TV is that it is the core carrier for browsing video content as a family member. It can accurately depict the features of the user's portrait in front of the big screen through the selection and viewing habits of different users.
Cheng Hongrong revealed that at present, partners have begun to implement corresponding advertising strategies based on this feature of the large-screen level. For example, male users who love action sci-fi movies push advertisements for technology products, and they are promoted to female users who love urban TV dramas. Cosmetic ads and more.
As the theme of the summit, it is not difficult to find that the value of OTT big screen marketing is optimistic about the consensus of the industry. However, at the current stage, the development of large-screen devices is not as mature as mobile and PC. , Finding the right way to interact with the user on the big screen of the TV and allowing the characteristics of the accuracy of large-screen users' images to be continuously enlarged will become the key to OTT's big screen marketing in the future.
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