Use OTT marketing to reshape the media advertising industry pattern, Cool Kaishi Technology won the Tiger Awards

At present, the economic environment is downward, and the consumption of mass consumption is becoming more and more rational.

At the same time, with the appearance of traditional advertising channel traffic ceiling, PC and Mobile advertisements have begun to enter the inner volume status of the "improvement effect". Due to the surge in the living room, the large -screen traffic of the living room enters the center of the brand owner. Under the scenes such as watching movie, chasing drama, education, fitness, and games, the large -scale OTT screens that have emerged in just needing the army have become the most potential marketing blue ocean.

Recently, the Digital Marketing Professional Committee of the China Commercial Advertising Association was held in Beijing, which pursued the purpose of the "builders of the industry" in Beijing, attracting many participants such as partners, brands, and industry executives including partners, brands, and industry executives. It is reported that the Tiger Awards have attracted nearly 10,000 participating companies over the years, selected tens of thousands of high -quality case works, and have a huge expert group composed of more than 1,000 well -known practical professionals in the industry.

At the most influential and authoritative industry event in this digital business marketing field, a case selected by Shenzhen Kaikai Network Technology Co., Ltd.: "European Cabinet Cabinet Spring Festival marketing" won the smart large -screen silver award, one It recognizes the marketing value of OTT large screens in the background of the new media era. On the other hand, it is also a high evaluation of the "unicorn" cool technology marketing capabilities of the OTT industry.

The advertising industry is tightened, value returns to the living room

At the moment when smart life is increasingly universal, the large -screen TV with important characters in smart families has attracted much attention. With the improvement of large -screen content and application ecology, and the continuous increase in the time of Volkswagen's home, the habits of smart large screens have been developed, and the turnover rate of living room TV and watching duration have also risen.

Users' attention from small screens to large screens can be moved from the actions of various video platforms. Gong Yu, founder and CEO of iQiyi, judged that Internet TV will become the most important ultimate form of video consumption; watermelon video states that large screen investment will be increased in terms of content; form.

The continuous growth of the user scale and the length of use, with the ability of high -screen high -quality, strong visual impact, and excellent consumer consensus shaping capabilities, further gives the ability of OTT large -screen commercialization to realize the transitional growth of TV marketing value. Provide kinetic energy.

According to the data insights of the second hand, the family's large screen has stronger cognition and attention in the influence of consumer decision -making links. Therefore, large screen advertisements have a strong performance in improving consumer brand cognition. Important marketing strategies such as node marketing.

Through a large number of industry brand cases, in the media strategy, OTT advertising flow share is lower than 20%, but consumers' perception of the brand's cognition of the brand exceeds 30% Under the assessment of the comprehensive effect of the case, the performance of smart large -screen advertising in the dimensions of brand cognitive shaping and brand preferences, and the performance is greatly due to the overall level of Internet advertising.

When OTT marketing is set into an omni -channel advertising medium, it can also play a strong marketing value.

Advertising sales automation and workflow software expert Frequency analyzed the 32,000 local advertising and 2.2 billion advertisements in 9 months of April 2022 to determine the best media combination of advertisers who want to contact local audiences. Studies have found that compared with other execution methods, combining display video advertisements and online TV advertisements can greatly improve the cost of each conversion, and the correct media combination can reduce the conversion cost of more than 50%.

In the context of the overall budget of the advertising marketing industry, and the brand owners generally have a general consideration, more and more budgets have begun to start with OTT marketing that can reduce costs and efficiency and efficiency in advertising combinations, and it is not difficult to understand.

Tiger Xiao Grand Ceremony, continue to guide the industry

As the first "unicorn" enterprise in the OTT industry, Coolkai Technology is a pioneer and pioneer in the field of large -screen marketing. It has formed a complete and mature methodology around the new form of large -screen marketing, new audiences, and new ecology.

For the heavy network and high interactive attributes of smart TVs, Kukai Technology has conducted a comprehensive exploration of OTT advertising forms, and has opened up a variety of new advertising forms such as booting, patching, dominant screens, channel entrances, recommendations, and intelligent recognition. While improving the user experience, increase the output rate of a single equipment economy and increase the value of large -screen advertising.

The wave of TV intelligence has also triggered a large-scale backward wave of young people in the living room scene. According to the "CTR 2022 Special Research on the Advertising Master Marketing Plan", it is found that the number of people with a large-screen on-demand source of the family is 15-24 years old. -An -year -old TV viewing duration is the most significant. It can be seen that the dependence on the use of generations of generations with great consumption potential is increasing.

Faced with complex user composition and differentiated user preferences, Cool Kaikai Technology deeply insights the data value behind OTT, and has derived a variety of data services on top of different data needs. Make data functions such as crowd, label management, and intelligent delivery with target customers, and label and calculate the OTT terminal user attributes, behavioral preferences, hobbies and other information. possible. Based on the new form of user data and OTT, Cool Kai Technology has created a large content matrix and the "Big Screen Carnival" series of activities for the user group "tailoring". User stickiness, but also shaped the new ecology of the large screen of the living room.

The construction of new forms, new audiences, and new ecology has also laid a solid user and market foundation for the marketing value of Kukai Technology's deep excavation of living room.

The case of winning awards at the Tiger Grand Ceremony is the same. The case of "European Cabinet Spring Festival Huanxin Marketing" can always stand out from more than 800 participating companies.

In terms of advertising form, Kaikai Technology chose the boot advertising position with high exposure and reach rate for the "European Cabinet Spring Festival Marketing", and produced high -level and interesting in the form of three -dimensional animation. TVC, the immersive experience of film texture has been highly evaluated by advertisers, and resonated among the living room users, causing great attention to the European brand and services.

In the launch channels, this promotional material has extended major platforms, including theater lines, video numbers, social media, etc. The comprehensive launch of omni -channel has won the marketing effect of exceeding expectations for the overall execution cycle.

The data capabilities also empower the release of OTT marketing value for Kaikai Technology. Under the efficient and accurate target family screening and circle, Cool Kaishi Technology has created exclusive marketing links for the target population, which greatly enhances the advertising acceptance of family users. The comprehensive monitoring of sensitivity, transformation intent, and recommendation will provide technical blessings for the reduction of cost reduction and efficiency and efficiency of the advertising plans, which drives the release of operating value and marketing value.

It is reported that so far, the 13th Tiger Awards have been successfully held through the rigorous and standardized review process such as online review, offline final trial, and gold award defense. The award contains the principle of the bottom line of gold; the Tiger Xiao Awards will affect the industry and guide the development through this consistent serious normative behavior. The Tiger Awards show the brand's main marketing link through outstanding cases such as Cool Kaishi Technology, and also continuously guide the marketing industry.

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