OTT marketing is full of wind, how do merchants invest?

Author | Zeng Lingling

Text | Intelligent Relators & Round Bell Theory

Since 2012, China's digital marketing has gone through the high -speed development of the past ten years, and with the rapid iteration of software and hardware, domestic marketing links are constantly changing. The current marketing environment has shown several characteristics in the market. : The diversification of marketing methods, the diversification of marketing forms, and the full marketing channels.

With the changes in the marketing environment, domestic digital marketing gameplay has also continued to change, especially the two major changes in digitalization in the market in the past ten years. One is the significant improvement of media efficiency, and the second is that the targets of marketing are becoming more and more accurate. And OTT marketing can be regarded as the majority of digital marketing in the past ten years. The popularity of the track in the past two years also shows that the industry is still on the rise, and the digital marketing value it represents can be further liberated.

Under "Wind", value highland on OTT marketing station

Why is OTT the master of digital marketing? Take a look at the current situation of the industry.

First, the OTT channel is in the dual growth period of users and daily life. Earlier data showed that the number of domestic Internet TV (OTT) users reached 1.083 billion households. As of February 2022, my country's OTT daily living scale has exceeded 1.16 billion units, which has continued to show up.

Secondly, it is recognized from the market. QuestMobile released the "2021 China Internet Advertising Market Insight", which shows that PC's advertising share is not as good as OTT and smart hardware, which is also the first overtaking of the OTT channel. In addition, 25%of advertisers have added large -screen budgets in the past year. More than that's more than 109%of OTT advertising in 2021 compared with 2018. QuestMobile predicts that the proportion of PC channels and OTT channels will still be increasing, which also represents a large -screen advertisement with OTT as a channel to return to the consumer vision again.

In the process, many international big names have also been invested in OTT channels. According to the "2021 New TV Marketing Report" released by second hand, the growth of OTT advertising in 2021 in the 2021. 45 %, saying goodbye to "small and beautiful" is an inflection point for OTT marketing value.

In the end, of course, such a grand event was indispensable. The main players of the current OTT track have giants behind them. In addition to Skyworth behind Cool Kaishi Technology, there are Baidu, Tencent, and iQiyi; Last year, Konka transferred 70 % of Yibian shares and introduced 17 strategic investment partners, including Ali, B, Huashu, Oviyun, etc.; And Tencent Investment held behind Raybird Technology.

It can be seen that there is no shortage of capital concerns at all of the current OTT track. The reason is that in 2021, the OTT large screen advertising traffic has become the only growth screen in the three major screens (TV, PC, and mobile phones). This may be enough to explain everything. Essence

In summary, OTT has become the hottest marketing channel at the moment. From user trends to advertising trends, OTT is becoming a valuable highland.

Where is the value of OTT?

After reading the hot status of the OTT track, where is the value of OTT reflecting the value of the advertisers?

1. close to the living room scene to achieve strong exposure

"Scenification" is the most "popular" saying in the current Internet field. Home appliances are doing scenes, retail, or even medical care, and of course, marketing will also have "sceneization".

The so -called "scenario" refers to what people behavior is in this relationship after considering the relationship between people, time, place, and objects. To be more straightforward, in this situation, what people will do, what they will think, and what they want.

In the marketing field, the "living room scene" has always been a place for soldiers, and different from other scenarios, such as outdoor or other public spaces, there may be a variety of marketing channels to choose from, but the "living room scene" for a long time "The channels are unique.

From this, the value of OTT for the advertiser is desperate. Of course, unlike traditional extensive exposure, the value of OTT is to expand the form and boundary of content marketing for advertisers. OTT players represented by Cool Kaishi Technology pay more attention to content transmission. For example, in the Kukai system, the quality and verticalization of the content caters to the psychological needs of many consumers. As a result, it is widely launched in many fields such as film and television, fashion, beauty, tourism, automobiles, financial, financial, mother -to -child, emotion, short videos and other fields.

It can be understood that while accelerating the quality of content and promoting the in -depth development of the content, it is also creating a solution for advertisers to build a aggregation, tolerance, and tooling content. Especially at the rise of short videos, OTT is not only a pan -content consumer platform, but also a new marketing growth position.

2. Open the marketing link and build a collaborative product effect

Of course, the demand for advertisers for marketing is no longer just pursuing simple brand exposure. Like Kaikai Technology, they are building a full link from the bottom exposure to accurate touch for advertisers. With the help of the competitive marketing capabilities supported by big data support with the technology upgraded screen linkage, the OTT conversion method becomes more diverse.

Event marketing is a highlight of Cool Kaishi Technology. For example, during the Spring Festival this year, the "Our Chinese Year" New Year event in 2022 was launched. By loading the combination of the large -screen TV -end of the cool -opening system and the mobile terminal, it was cool. With the help of strong operating capabilities, technology can aware and understand the user's stumbling of "home". With the form of simple and easy -to -use activities, more home users can experience the New Year's festival of fun and happiness. Users send sincere New Year blessings. In the first step, through marketing activities, Kukai Technology further triggered user traffic, and traffic has also become the best driving force for marketing conversion. With the screen screen interconnection in the cool opening system, the gap between the size of the size screen is to make the interaction change. When it is simpler, consumers have also improved consumers' awareness and satisfaction, and their willingness to buy has also been further improved.

The second step has built a large amount of household labels with the big data capabilities possessed by Kukai Technology to achieve accurate release, orientation coverage and reaching. Combining with activities to improve the user map, the form of multiple exposures in the form of activities and marketing has reduced user resistance.

The linkage of the full marketing link is also the mainstream model of the current industry. With the integrity of the user label, the future OTT interactive marketing will be more common, accurate and intelligent. normal. With the maturity of the end and end technology Unicom, the cross -screen ecology will be further improved, both in terms of OTT and effect tracking.

Not long ago, Kukai Technology, as a senior player in the field of OTT, won two generals in the 22nd IAI Biography International Advertising Award, namely "Annual Digital Marketing Company" and "Case Award". Being able to win the award in such a well -known comprehensive selection also shows that the value of OTT marketing is attracting much attention.

"Three Pits" that should be avoided by OTT

However, it is not so simple to want to play OTT marketing. How can we make scientific release and maximize the benefits of budgets. The brand side needs to be bright.

1. Avoid "pseudo -traffic" with insufficient coverage

This year, the importance of "traffic" was proved to the public again. One was that the scale of Liu Genghong's girls continued to expand, and the other was Wang Xinling returned to the "leader" position again with Sister Lang.

The importance of traffic is also self -evident in the field of OTT. The specific manifestation is the number of users. At present, many OTT platforms will emphasize how much their users are, but the authenticity needs to be verified. Nowadays For the equipment update, many old devices will also be cleared, and it is naturally unreasonable to be counted in the "activation equipment".

The information asymmetry has made many brands earn articles in the number of users. Now when you look back, which platforms are clear at a glance, for example, in early 2019, there are platforms that their users have covered more than 150 million households. Data show that at the end of 2018, the number of OTT users reached 164 million.

There are definitely some players who have always adhered to the authenticity of the data. For example, the data released by Kukai Technology in 2019 shows that the number of users in the country activated in China is 44.3 million. Since then, it has increased steadily as of March 31, 2022. The market has covered more than 128 million smart terminals.

At present, the information of the OTT field is becoming more and more transparent. Who is leading the industry and who has technical advantages.

2. Reject "pan -input" with unclear targets

The brand chooses to launch channels. The ultimate goal is to do its best to achieve users. Therefore, the higher the quality of the user of the OTT platform, the more accurate the transformation ability.

Just like different smartphone brands, different brands are different due to the differences in adjustment and service. "Soft and hard power" also makes them different in customer viscosity. At present, most of the players in OTT track are born from TV brands, which means that their service capabilities are basically bound to a single TV brand. Generally, they do not have the ability to cross -level services.

There are also exceptions that although Cool Kai Technology comes from the Skyworth system, it is not only Skyworth at this stage. The Kaikai system has logged in to Philips, Panasonic, Panda, Guanjie, Feixun and other brands. Therefore, with the level of TV products, it has achieved cross -level service capabilities. As a result, Cool Kaishi has the most complete user model, and it is best to understand the consumption, preferences and habits of users.

As far as users are concerned, the Kukai system can make consumers find explosive content that matches their own interests with AI recognition capabilities. As far as advertisers are concerned, the Kukai system can achieve precise push. By analyzing data such as consumer use habits and watching interests, intelligence is intelligently associated with the matching content.

3. Prevent "false monitoring" that prevent data unrealistic

With the rise of the OTT industry, the surrounding ecology is gradually prosperous. For example, the emergence of third -party data institutions that provide testing services and data services, they once became an important reference for the brand when choosing advertising channels. The question is, are these third -party institutions objective enough?

This is the concerns of advertisers and the concerns of the industry. In order to ensure the authenticity of data and improve the credibility of users, some industry players act first. As early as 2019, head players such as Coolkai Technology, Gathering, and Yi Fang published the "OTT Traffic Safety Initiative" together, committed to creating an OTT clear advertising environment. Since then, such as Kukai Technology has gone further and further in ensuring the authenticity of the data. In addition to the self -developed "intelligent testing" system and providing advertisers with data services before and after the latter, it also supports various monitoring of S2S and C2S Way. At the same time, it has also reached a cooperation with a third -party testing agency to identify false traffic with a traffic signing encryption by combined seconds, and to integrate the user data full levels, forming a "dynamic home user portrait" of Cool Kaikai Technology, and at the same time Relying on the source DMP platform, CDP platform, and large -screen index to form a closed loop of the entire smart marketing system.

Real data is the major prerequisite for the development of the OTT industry, and it will also be the criterion for ensuring the health of the industry.

In general, for brands that are deeply trapped in "traffic traps", OTT advertisements are undoubtedly new growth poles in the future. Although the volume of the mobile terminal is still not available in the short term, looking at the future, unbounded cross -screen will definitely be the general trend. In the era of diversified marketing methods in the future, OTT will inevitably become an important component of the marketing marketing.

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