CIBN Internet TV unveiled the China Interactive Marketing Trends Forum in China...

â–² CIBN Internet TV received the award of China Academy of Interactive Marketing Awards, and Vice President of CIBN Internet TV Marketing Center Wang Jianxing (first from right) took office

Wang Jianxing used CIBN Internet TV as an example to share his experiences and experiences in developing Internet TV advertising under the home Internet scene.

Internet TV advertising favored

â–²Deputy general manager of CIBN Internet TV Marketing Center Wang Jianxing made a speech

At present, as an outlet of the new media industry, Internet TV is favored by more advertisers. The data shows that in 2016, the Internet TV advertising industry still has only 1 billion advertising scales. This year it has far exceeded 1 billion and is expected to reach 2.5 billion.

Why is Internet TV advertising so popular? To address this issue, Wang Jianxing used several data to illustrate -

Number of media levels>>>

On the scale of terminals, the number of Internet TV-enabled users has grown at a rate of 4.5 million per quarter and 18 million per year. This year, the number of activated terminals is already equivalent to 2/3 of cable TV, and it is basically the same as next year. It is expected that the number of active users will overtake CATV later in the year. Users will inevitably bring about a reversal of the viewing pattern and the tilt of the advertiser's budget.

The rapid growth of Internet TV's exclusive users has accounted for 11% of TV-wide platform users and 15% of digital media video users, and this number will double in two years, that is, if advertisers do not put Internet TV, it is equivalent to giving up. This part of the audience.

Audience quality level>>>

It is undoubted that Internet TV audiences are high-end, high-quality customers that are favored by advertisers.

Advertising effect level>>>

CIBN Internet TV has just conducted experiments on the value of Internet TV advertising with Sysmex and Ove Cloud. This experiment is an electroencephalogram experiment and it is analyzed from the three dimensions of the average viewing population, the screen attention coefficient, and the viewing completeness coefficient. The resulting overall coefficient shows that the value of Internet TV advertising is 3 times that of PC and 4 times that of mobile phone.

In addition, compared with traditional TV commercials, Internet TV advertising runs through the entire process of user viewing, but the degree of interference is lower and the degree of audience memory is higher.

In summary, the Internet TV media has been sought after by some eye-catching customers, and even the supply of media in a certain period of time is a natural thing.

(Source: 2017 OTT Advertising Guide)

Under such a big environment, CIBN Internet TV actively developed its own advertising business based on the three identities of the licensee, the media, and the resource integrator, and achieved certain results.

CIBN Internet TV launches advertising business based on three identities

First of all, as for the identity of the licensee, CIBN Internet TV, in fulfilling its content management and control mission, also leverages the advantages and resources of the license to achieve win-win development with its partners.

“CIBN Internet TV is a new media service operator under China Radio International, and it is also one of the authorized units for Internet TV integrated broadcast control and content service licenses. Licensors must first implement content control services. Advertising is undoubtedly part of the content. “Wang Jianxing said that while doing a good job in content control, CIBN Internet TV is also actively seeking to establish an industry organization under the guidance of the higher authorities and regulate the order of the Internet TV advertising industry.

Licensing brings more than just responsibilities and obligations to CIBN's Internet TV. For advertising, the license also translates into a huge advertising resource. "At present, in the process of cooperation with our partners, we are more focused on exchanging some advertising or other operational rights, sharing risks and sharing benefits with partners, rather than collecting one-time license fees." Wang Jianxing in his speech Introduction.

Secondly, in terms of the identity of the media, CIBN Internet TV "combines both hardware and software" to build a complete production chain.

At the hardware level, CIBN Internet TV, in addition to its own brands of smart TVs, smart set-top boxes and other products, is still working hard to build a full range of home audio-visual product brands, the series not only has the traditional intelligent set-top boxes, Internet TV, and smart projectors , laser TVs and other emerging products.

At the software level, CIBN Internet TV has built a media matrix led by CIBN high-definition film and television. The matrix includes games, music, e-commerce, education, health and a series of vertical operating products, as well as the "Oriental Grand Theater". Oriental arts and crafts line, living school and other homemade content. “The CIBN Internet TV platform, a technology platform independently developed by CIBN Internet TV, supports these high-quality content. This year, the platform also won the product award for 'BIRTV2017 Product, Technology and Application Project'.” Wang Jianxing in his speech Emphasize.

“The media identity is generated based on content. CIBN Internet TV has been building content in four dimensions. First, the content resources of the partners, especially the shareholders, have been injected and integrated; the second is to strengthen the production of home-made content; and the third is the investment head. Good IP segmentation and segmentation; Fourth, the acquisition of high-quality movie and TV drama content. In addition to good content, you can push ads to more precise audiences in the broadcast process, or develop more appropriate content cooperation around subdivided industries. More added value.” Wang Jianxing said that CIBN Internet TV is not limited to its own capabilities, but also cooperates with some of the top technology companies in the market to achieve some new forms and new effects of advertising.

"For example, we do smart tracker advertising products. We can recognize what appears on TV, and then pop-up relevant advertising elements for interested users to click and direct purchases to achieve a single purchase."

Finally, CIBN Internet TV can truly integrate resources in terms of its identity as a resource integrator.

Wang Jianxing believes that there are three advantages of CIBN Internet TV in terms of resource integration. First, there is a consistent value with the manufacturer. Everyone's common goal is for the healthy development of the industry. Second, based on their own business, we have established with various manufacturers. More Yuan-depth and deep-level cooperative relations; the third is complementary with the manufacturer's media resources, and the two parties can cooperate with each other in many cases.

“For CIBN Internet TV, breakthroughs are the norm, and it is fate. Although CIBN Internet TV is a state-owned asset, it is also a completely market-oriented company. The cooperation method is more flexible and will innovate for the needs of customers. We believe that mutual benefit and win-win results The company's philosophy is that the company will be able to achieve better development in the market."