The retail industry ushered in the 618th exam, Cool Kaishi Technology led OTT marketing to reshape t

In June, with the coming of the college entrance examination of a student's fate, the "618" shopping festival also affected the hearts of practitioners like the retail industry. But I have to admit that as the two most influential "artificial" shopping consumption ceremony, "618" and "Double Eleven" have declined year by year. Consumers are disgusted, and the relationship between the Internet has deeply subverted the relationship between "people", "goods", and "fields".

Baidu Index shows "Double 11" and "618", the heat decreases year by year

In different market periods, the relationship between the "people and cargo farms" has always changed. In the era of material shortage, the status of "goods" is over, and the supply is less than demand. In the era of traditional retail, the material is extremely rich, and the "field" occupies the core position. Only by winning the advantageous areas can shops closer to consumers.

However, in the Internet era, business has returned to the principle of "people -oriented". More precisely, it is the operating thinking of "traffic as king". Through the network and big data, the interoperability of transactions and transactions through online and offline transactions, expanding sales channels , Improving the consumer experience and bringing a new weather to the industry.

The artificial shopping festival such as "618" and "Double 11" also quickly shaped a new generation of consumption habits in such a market environment. However, with the retreat of the mobile Internet traffic dividend, the emerging cargo platforms such as Xiaohongshu, short video, and live broadcast also fall into the inner roll. The complicated preferential algorithms during the shopping festival, the light rise of the product prices, etc. The patience, how to pull closer to the "people" again, shape the new marketing "field" scene, and open up the new channel of "goods" is a problem placed in front of all marketing practitioners.

Under the era of repeated epidemics and the rise of the "house economy", the living room has returned to the "C position" of many user entertainment scenes, watching the drama, learning, fitness exercise, and even shopping consumption on OTT platforms. At home, at home, in the current period of PC and mobile phones, it has injected new traffic and vitality into the Internet, and also provided huge imagination for the marketing industry.

Jump out of the "Inner Roll Red Sea" and explore the unique value of the large screen

As the intermediate medium that connects people and people and characters, the value of the Internet for the marketing industry is that it provides a broader communication channel and form for advertising. Where the consumer's attention is, where the spread will be spread.

The intelligent TV of the TV allows the large screen of the living room to set up a ride of the Internet, with the dual advantages of traditional TV and the Internet. OTT is becoming a traffic high under the development of the leaders such as Cool Kaishi Technology.

According to the recently released "Long Wind Broken Waves" -2021 Smart TV Industry Development White Paper "data shows that the activation volume of connected TV has reached 465 million after it goes. center of. At the moment when the fog is constantly adding uncertainty to all walks of life, the OTT large screen provides a "sure" confidence in the marketing industry.

TV marketing value is not a simple superposition of Internet marketing and traditional TV value. After many years of exploration of the industry, the value of smart TV large -screen advertising is reflected in many aspects.

First of all, a pair of characteristics make the large -screen audience wider. 465 million terminals cover over 1 billion people, which greatly increases the large -screen advertising reaching rate. As a user who has the living room, the large -screen marketing audience has strong consumption power, and the audience has strong consumption power, and the audience has strong consumption power, and the audience has strong consumption power, and the audience has strong consumption power, and the audience has strong consumption power, and the audience has strong consumption power. High -profile positive characteristics of consumption will;

Secondly, the interactive performance of smart screens can produce more multi -dimensional user data. By digging and analyzing and visual presentation, it can further release the value of "people", know the accurate advertising, and improve the advertiser ROI;

In addition, the smart TV relying on the network and interactive capabilities, it can provide more diverse forms of advertising resources, create more creative marketing activities, from booting to multi -scenario applications, to shutdown, each behavior can provide product exposure and Consumption conversion opportunities to broaden the definition of marketing "fields".

In the end, the big screen has a more prominent video effect and more immersive marketing scenarios to create capabilities. It can also create consumer consensus for more category products within the family. Unique value.

With the rapid growth of OTT terminal users and the recognition of the unique value of large screens on the high screen, the share of the TV marketing traffic of the living room has gradually surpassed the PC end in recent years, becoming second only to the mobile Internet.

Revisiting people, goods, and field relationships, Coolkai Technology builds a new channel for controllable marketing

As the pioneer of the OTT industry, Kaikai Technology has always been the main backbone of the industry to deeply dig the value of the large screen in the living room. Iteration and evolution.

For "people", Cool Kai Technology relies on big data to achieve intelligent computing, accurate release, scheduled programming, supporting S2S, C2S and other monitoring methods, which can provide effective and authentic data. The combination plan can also be able to achieve the data value of the data around the "people" in full and after the data is transparent during the launch, the data is transparent during the launch, and the "everyone knows that the marketing expenses are wasted by half but I don’t know which half of it is. "The effect is uncontrollable.

For "field", Cool Kai Technology not only relies on the "big content strategy" to provide users with a wealth of use scenarios, but also through the "living room carnival" and other online activities. The distance from the user has improved the user's stickiness of the cooling system, and also builds a broad marketing space for advertisers. As of March 31, 2022, the Coolkai System covered more than 128 million smart terminals in the Chinese market. Based on such a huge family consumer group, Coolkai Technology has shaped the competition in addition to the fierce e -commerce platform. A new living room marketing scene.

For "goods", OTT has played an excellent effect on product display, user understanding, and transaction conversion. Take the 618 major promotion last year as an example. Afterwards, 82%of users can clearly recall advertising brands, 86% The respondents said that the favorability of brand activities has improved, and 99.5%of the respondents have expressed their participation in the follow -up behavior. 54.8%of users said that the viewing time increased, and 54.3%of users increased the number of visitors to the brand. The purchase conversion reached 60.8%, which presented the "combination of quality" in the final effect.

Some brands said that each consumption of each year, Double 11, and Double 12 promotion last year can be increased by 10-15%. Therefore, of course, this year's 618 will continue to choose TV Taobao.

It is not difficult to see that at the moment when the marketing scenario of the PC and the smartphone side is constantly "inner roll", not only the attractiveness of the artificial shopping festival such as "618" has fallen line, but the advertising effect above the platform has also entered the downward channel together, and together with it, it is in the same place. "Volume" in the Red Sea, it is better to jump out of competition, enter the large -screen highland of the living room, explore the new possibility of "people", "goods", and "fields", and drive to OTT marketing new blue oceans.

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