Is it imperative for advertisers to hesitate or lose their golden period?

Titration || Writing all mysterious phenomena can find a scientific explanation, and it can also straighten out the context of the OTT big screen industry developed in recent years. For example, when advertisers turn to big-screen marketing, it is by no means that big screens give more low-price concessions, but their returns are higher. Just as some institutions have recently declassified: the audio-visual experience brought by the big screen is extraordinary enough to impress them; Not deviating from the ingenious marketing concept and the accurate push of wonderful content will help to strengthen memory. I want to ask, who can't use such an efficient achievement rate and who can't love it? After careful selection, Kaidu's report added a handful of dry wood to the fiery OTT big screen. According to the survey of "2022 Smart Big Screen Marketing Value Report", 77% of advertisers have plans to continue to launch OTT big screens, of which 365,438+0% plan to increase investment. OMG& shortly before the combination; According to the White Paper on Big Screen Marketing of Home Intelligence in 2022 released by Youku, "OTT advertising revenue reached153 billion in 2002, and it is expected to reach 20.4 billion in 2022, with a growth rate of 33%." Judging from this information, different organizations have grasped the fact that advertisers are accelerating to tilt to the OTT big screen from the two dimensions of willingness to launch and volume. The increasingly clear situation indicates that the matching mode of advertising has reached a new window of change. Previously, traditional TV was challenged by the Internet, which faced the worry of sharing food after the sudden emergence of mobile Internet. Now, the OTT big screen has become the new favorite of advertisers, and it erodes the market share originally belonging to other channels at its own pace. This is the market rotation. Of course, if we focus on the change of viewing mode, we will ignore another fact behind the change of delivery: advertising games are not waiting for death, but innovations that keep pace with the times. From the massive random delivery in the past to the precise delivery that is highly matched with the content. It is obviously not a coincidence that the channels are actively changed and actively adjusted, but because everyone is rushing to "meet the new needs of users with ever-changing tastes". The epidemic in the past two years has repeatedly made users realize that the gathering of relatives and friends is irreplaceable, and also made them realize that it is so important for families who are overly intoxicated with the mobile Internet to return to the big screen of their families. The result is intuitive: the traffic dividend of the mobile Internet has accelerated to shrink, and the OTT big screen has set a new record. Big-screen marketing has grown up under this background. We don't deny the positive efforts of manufacturers, but we have to admit that it is also the result of multi-factor vibration with the same frequency. In the face of the general trend, advertisers choose to throw themselves at each other, which is obviously a self-adjustment that conforms to the trend, and it is also an initiative to move closer after careful selection. Who doesn't love efficient arrival? When the budget is adjusted, there is a certain lag in the re-launch of advertisements. Jumping from channel A to channel B is never accomplished overnight. Generally, it will change gradually along the way of observing and launching, and it will show a gradual increase in data. There is only one reason for the change, which is to let advertisers realize the value of channels in a very short time. Combined with the development of OTT big screen, it is not difficult to find that the big screen marketing in full swing does have the strength and ability to impress advertisers immediately. First, in terms of scale, the foundation of big-screen marketing is getting more and more solid. Although the TV as a whole tends to be saturated, the large screen over 75 inches has gone out of the independent market. In the past two years, no matter how bad the external market is, it will not change its high-speed growth trend. In the double 1 1, 6 18 and other big promotion nodes, 75 inch+is the protagonist. One of the reasons is that the audio-visual shock brought by the big screen is unparalleled. Under the catalysis of the limited background of the cinema, buying a big screen TV has become the first choice for millions of families. With a big screen, the living room becomes a small cinema. This kind of experience has unprecedented audio-visual enjoyment and immersive experience pleasure, which is easy to produce lasting attraction and form imitation effect. Taking cool open Science and Technology, an industry unicorn, as an example, the number of operating users has increased rapidly in recent years: in 20 19, the number of activated users of cool open system in China market reached 44.3 million; On September 30th, 20021year, cool open system covered more than 1. 1 100 million intelligent terminals; By March 3 1 in 2022, the number of covered terminals will reach 654.38+28 million. From the data dimension, the foundation of its big-screen marketing is getting more and more solid. Secondly, from the efficiency point of view, the results of big-screen marketing are more and more gratifying. If it is only a change in quantity, then advertisers will use the rhythm of heavy volume to adjust advertising. The key to entering the market together is another advantage of OTT big screen: the same number of active devices and the same content consumption time can form a stronger reach effect. In other words, it is not only the wonderful content that gives users a shocking feeling, but also a completely different advertising experience. Because of the precise pertinence, the advertising audience is no longer so disgusted and even becomes a loyal fan of advertising. Therefore, various forms of advertisements, such as startup advertisements and screensaver advertisements, have higher acceptance and longer stay time. By monopolizing resources, brands form strong memories among some specific audiences. Over time, it has played a guiding role in its brand awareness and purchase behavior. The final conversion rate data is very bright. The achievements are particularly obvious in cool open Science and Technology: opening up the big-screen scenes and data capabilities to advertisers, helping brands to carry out marketing promotion in the scenes created by big screens by virtue of their own division and grasp of different family characteristics, and implementing living room scene consumption through thousands of screens, which ultimately brings traffic conversion, greatly improves the advertising conversion rate and achieves the ceiling of the industry. Such efficient reach is recognized by more and more people, so which advertiser will turn a blind eye and not love it? Don't wait, the gap is a marathon every two or three years, and the starting speed can be ignored. After all, the gap between one step and two steps is very small. But if you turn a blind eye to the acceleration on the way, it will be difficult to gain anything. As the saying goes, it is difficult to compete within a hundred paces. What about 5000 steps and 10000 steps? With the passage of time, seemingly weak advantages will also evolve into worldwide disparities. Big-screen marketing is at the forefront. Although it is still too early to talk about completely subverting the traditional advertising model, from the trend, the advantages of big-screen marketing are accelerating. Over time, it is likely that other marketing models will be difficult to match. The most realistic and urgent challenge for advertisers is the slow adjustment of advertising proportion, which will not bring fatal impact in a short time. However, if it is allowed to develop in two or three years and is not adjusted according to the time and situation, with the amplification of the tower effect in two or three years, the comparative effect of advertising will gradually emerge and become the key to the success or failure of the brand. I'm afraid it's too late to make adjustments then. After all, two or three years ago, you said that the advantages of OTT big screen in terms of online data, active data, user portraits, content behavior and so on affecting advertising were not obvious and understandable, but if you still stick to tradition today and refuse to embrace more efficient big screen marketing, it would be a bit self-deception. As the successor, OTT big screen is a new gameplay that has grown up from hundreds of schools. The disadvantage is that as a latecomer in time, its mode is "transparent" by various standards, norms and commands. On the other hand, this harshness also makes OTT big-screen players who take the initiative to walk out of the comfort zone constantly experience rebirth, and finally all dimensions of the OTT big screen have reached new heights. Those who hold key cards must be enterprises that firmly grasp and even lead the trend. Taking cool open Science and Technology as an example, its research on networked data, active data, user portraits and content behaviors can be described as thorough, and the operational efficiency under the technical blessing represents the ceiling of the industry; In terms of content matching, it is all-encompassing, with rich content in many fields such as film and television, parent-child, education, games, e-sports, fitness, health and music. For advertisers to choose and match, which provides a broad space and diverse forms of expression for the implantation of different brands. Conclusion: We don't advocate the binary world theory of either/or, but in terms of efficiency, there are indeed high and low points. Maybe after two or three years, the gap will be significantly enlarged. For advertisers, embracing new trends is a compulsory course. When the golden opportunity comes, don't wait, let alone turn a deaf ear or even be paranoid and hostile. 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