After PC, Mobile screen, who will become the third screen of digital advertising?
Self -.1994Years.AT&Tin a nameHotwiredThe website cast the first in the worldBannerAfter advertising, digital advertising took root in the advertising industry.1997Digital advertising first appeared in China.IBMThe animation was launched on the bitnetBannerAdvertising;2013For the first time, digital advertising spending in the United States surpassed traditional television advertising;2016Global digital advertising spending is expected to grow12.6%Reach.1767billions of dollars, accounting for the share of total advertising spending32%(Research and advisory bodies.)Strategy Analyticsdata).
Throughout the development of digital advertising this23We can clearly feel that it is actually around two screens, one isPCscreen, one isMobileScreen. Among them, MobileThe rise of the screen withOutbreak.It took just five or six years, and that's not just forTOPJun Lenovo:PC、MobileAfter that, who will become the third screen of digital advertising? Is it a big screen for outdoor advertising, a big screen for cinemas, or a big screen for Internet TV?
Outdoor large screen is mainly to focus, Degao and white horse as the representative, mainly including building advertising, subway advertising and bus station booth advertising, such advertising exposure is large, but the interconnection function is not strong; Jingmao media and film fashion as the representative, the most important form of advertising is pre-screening advertising, its biggest feature is that the audience is mainly white-collar, while watching the environment is good, but the same interconnection function is not strong; Youpunk and Gohua cable-based, advertising forms are a variety of, such as power ads, patch ads, corner advertising, in addition to a variety of forms, intelligent large-screen advertising interconnection function is quite excellent, such as this year's program TV purchase discussion more up, and in the upcomingMake Things Happen. Programd Purchase New Horizons SummitInternet TV has emerged as a major topic alongside Mobile.
So, taken together,TOPJun thought followedPC、 MobileAfter the screen, the big screen of Internet TV will become the third screen of digital advertising. Why is that? The main reasons are:
Interactive experiences are now an important way to spread. Before the traditional newspaper and television are one-way communication, newspapers/What's printed in a magazine, what's on TV at some point, what people have to see. But with the advent of the digital world, audience content-based interaction has become a possibility, so the communication into the interactive experience2.0Times.
In terms of interactivity, digital advertising continues on the big screens of Internet televisionPCscreen andMobileon-screen performance. For example, on the big screen of Internet TV, users can not only browse the news, watch video, but also comment on the relevant content, but also can make shopping experience and interactive games on Internet TV, while the outdoor big screen and cinema curtain screen will be worse in this regard, although some outdoor big screen in order to win the eyeballs, the use of interactive games, but this is only a few, and the cinema curtain screen is mainly traditional video playback, therefore, the two are traditional1.0How it spreads.
But the Internet TV big screen is different, it can not only through the company's internal mechanism to achieve interconnection, but also through the Internet to achieve the Internet TV big screen and even the Internet TV big screenPCScreenMobileInterconnects between screens, for exampleTo.Cross-screen programed purchasesAt the coreEasy to interoperability, not only can the same brand of advertising on the Internet TV big screen, Internet TVIt can also be implemented on its screen withPCScreenMobileData between the screens is made, preciselyTargeting home users,This makes advertising more accurate and efficient.
In terms of interconnection, compared with the outdoor big screen and the big screen, the Big Screen of Internet TV has obvious advantages, and this directly determines its marketing potential is greater. This potential is expressed directly in two ways, one is the InternetTelevision has become the successorPC、MobileAfter the third largest Internet platform,Almost all of themPCScreenMobileOn-screen digital advertising forms can be directly ported to the Internet TV big screen, take the now more popular program purchase,Easy interoperability has now been achievedInternet TVEnd.programed purchases,Has.80% Internet TV share, and take the lead in completing the three major content providers of Tencent Video, Ai Qiyi, Hua digital Internet TV advertising trading platform docking;Second, with the development of video advertising program purchase, Internet TV is entirely possible to subvert the traditional way of television advertising, and stimulate the development of tv advertising market.
As we all know, in the past ten years, TV advertising has been constantly affected by Internet advertising, reducing the investment in TV advertising, increasing the investment in Internet advertising has become the inevitable choice of many enterprises. Why? The reasons are two, one is the traditional television audience size is shrinking, and the other is that the effect of television advertising is difficult to measure. But the emergence of Internet TV is undoubtedly a boon for traditional TV. First of all, due to the powerful function of Internet TV, the living room audience is returning, such as the average daily power-on time of Internet TV5.04hours, while traditional television is4.18Hours (CMSstatistics), which is the best proof;All digitalwill eventually be programmed，Once the traditional TVTVCWith a programd purchase, it's bound to reactivate the powerful TV advertising market. Multi-screen data access, program purchase delivery can solve the problem of traditional advertising efficiency to a large extent,And this has become Internet TVFuture developmentthe only way。
However, due to the many exclusiveness of the big screen, how on earth to do cross-screen data through and realize the program purchase? How can audience attributes be analyzed more accurately? How is the effect evaluated? Issues such as these are equally confusing to advertisers. As the first to launch a programd TV purchase platform, easy interoperability, itsSeptember 22will be inShanghai.heldMake Things Happen. Programd Purchase New Horizons SummitAbove, these questions may be answered.
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