Giant screen volume daily high -screen marketing continues to interpret "advertising is growing"

Cici || Comments

618 came to an end in a voicing voice again, and whether each player behind this luxury transcript benefited, but some industrial trends revealed by the carnival were iron plate nails.

For example, the preferences of existing users' preference for large -scale TVs revealed a new direction that the enterprise industry should work hard under the background of the color TV market. Similarly, at the moment when the giant curtain has entered a foreman, how to develop a large -screen marketing that benefits both advertisers and users has become the top priority. to.

Big screen becomes a new choice

If the increase in 75 -inch sales is only the market test, then after 618, it will strengthen the trend characteristics of the large -screen consumption in the stock market.

Data from Aowei Cloud.com show that from January to May of 2022, the retail volume of product retail volume accounted for 13%, an increase of 3.5%from 2021. The preheating at the end of May at the end of May is the concentrated release of consumer desires in the first five months of this year or even the past few years. At 8 pm on May 31st, JD 618 was fully opened. In just 10 minutes, the turnover of 75 -inch large -screen TVs exceeded the whole day of last year; during the 618 period, the average transaction price of TV categories exceeded 6000 yuan, 80 inches and above size on TV on TV The proportion of categories over 30%and a 75 -inch large -screen LED TV order increased by more than 200%year -on -year.

Liu Fei, research director of the consumer electronics division of Ovi Cloud Network, interpreted the three reasons for the outbreak of large screens to "Sen Technology": first, the supply of large -size panels is sufficient; the other is that the company promotes large size in order to enhance the product structure and profit space; Third, the acceptance of large -scale TVs has increased.

However, in the author's opinion, the consumer demand released by users is the key to the continuous fiery market. Consumers who run for new purposes to change the goal of new purposes have been transferred to products such as "big butt", "small tablet", "low resolution" in the past few decades. The original motivation, the industrial wave that can be set off is no less than the new wave from 4G to 5G mobile phones.

Steady rising daily work

Increasing the scale of users shows that although mobile internet provides a stage of ambition to the individualization, it is still a large screen of the living room.

At the end of April, the data of the National Radio and Television Industry Statistics of the National Radio and Television Administration released by the State Administration of Radio and Television showed that as of the end of 2021, the number of users of Internet TV (OTT) across the country reached 1.083 billion. Ovi Mutual Entertainment Data System also shows that as of February 2022, the size of OTT users in my country has exceeded 1.16 billion units, which has continued to develop.

This is a positive growth that has been made under the new weak trend of mobile phones. Obviously, after experiencing the hustle and bustle of mobile interconnection, large -screen consumption that advocates life reflects quality is activated again.

In addition to becoming larger and larger, another phenomenon worthy of attention is that it has entered a large TV of millions of households under the empowerment of good price, good things, good services, etc., and has not become decorative facade decorations. Watching, interactive interaction The high "popularity" is becoming the best evidence of refuting TV's useless theory.

The main verification indicators are activity. From the perspective of Ovi Mutual Entertainment Monthly in the past six months, the scale of large -screen daily living has been more than 110 million units, and it shows signs of stable growth from the previous month. Especially under the theme of the Spring Festival and East Olympics, the booting fluctuations will become more obvious. For example, in December last year, the size of the large screen daily life was 109 million units, and by the Spring Festival this year, it became 115 million units, and the East Olympics increased the daily activity percentage of nearly 2 points. The performance is better.

The critical moment of large -screen marketing

Sales a population, the daily life has been steadily improved, and the two complement each other. Two dimensions are driving together to push the large -screen marketing to the front: On the one hand, for users, the right -screen marketing that can be exerted is inestimable. Efficient large -screen marketing, the return on return will also be unprecedented.

Users are continuously enriched and layered, and the marketing model of traditional eyebrow beard cannot keep up with the industrial rhythm.

Data show that in 2021, the penetration rate of smart large -screen family has nearly 84%. In the first five months of this year and 618, the market sinks rapidly. The proportion of users below the third -tier cities exceeds the second -tier cities for the first time. And exceeding the growth rate of mobile Internet users. Compared with the more sensitive characteristics of users in the first and second -tier markets, these customers need professional and precise guidance.

In order to maintain this group of groups, marketing methods also need to carry out reforms with the times. Taking Kukai Technology as an example, the traditional marketing thinking of traditional selling products is abandoned. Marketing ingenuity of cultural connotation. This breakthrough not only eliminates the negative evaluation of complaints, dislikes, and no colds such as complaints, but also the sceneization of the immersive and body.

It is the charm of large -screen marketing without exclusion, acceptance, and even generating continuous interest, and it is also the manifestation of the operator's responsibility for advertisers.

From the monitoring of the secondary needle system marketing report, the big screen is the only category of the three major screens in 2021 that the advertising is growing. With the disappearance of the era of mobile interconnection traffic, the chaos of the industry will continue to appear, which shows that the situation of the growing advertisement in the future is expected to continue. In fact, the large screen has a unique advantage in building a "common viewing". At the same time, the accompanying and compliance effect will also make the value of large screen advertisements highlighted, and whether it is compatible with the wonderful massive content to make the customization of users' hearts in the hearts of the user's hearts. Plan, etc. For advertisers, there is no lack of means of exposure in front of the stage, but a passage of rare and behind -the -scenes transformation. Taking Cool Kai Technology as an example, from beginning to end, its marketing is based on "a good passage to make Cool Kaishi into a good way for advertisers to show themselves." Especially in the past year, through technical capacity such as large -screen indexes and Yuansheng DMP platforms, with the help of big data analysis methods, it greatly improves accuracy and exhibition efficiency, and achieves multi -dimensional improvements such as advertising brand image and value. The authority recognition of the Shanghai International Advertising Festival and the IAI Biography Advertising Festival continuously, and also confirmed its first channel value in large -screen marketing.

Summary: At the time of the growth of large -screen volume, the daily work continues to climb the high, which is coming to the large -screen marketing. The author believes that the best marketing is to try their best to protect the interests of all parties and to maximize their value. This not only tests the comprehensive strength of large -screen marketing, but also depends on how to deeply integrate the brand's demand and marketing form. As a result, it cleverly outlines a good case of win -win and rare cases. From the Cool Kaishi technology that has frequently awarded awards from the well -known advertising festival, you can see this wonderful imagination.

[Mori Technology: It aims to move you with more comprehensive analysis and more objective originality! Thank you for your reading! Welcome to leave a point of view to jointly contribute to the healthy development of the technology industry. Friends who are interested in technology, please click Follow "Sen Technology". .

- END -