Industry insiders regard 2017 as the first year of the outbreak of smart TV advertising market. The data shows that the overall OTT launch scale reached 970 million yuan in 2016, and this figure is expected to increase to 2.5 billion yuan this year. By 2019, this market will Breaking through 10 billion, one can imagine how big this piece of cake is, and how many people are waiting in line at the entrance to enter the court.
According to media reports, as the first LeTV SuperTV to start running smart TV ads, its boot advertising price has reached 1.8 million yuan per day, which is comparable to the 10 second advertisement before and after CCTV "News Network", showing that the brand is for smart TV advertising. The degree of recognition.
The market is so big. How do we eat?
The penetration of the smart TV market has provided a very mature soil for the outbreak of large-screen advertising.
According to statistics, China's color TV market is approximately 550 million. By the end of 2016, the number of smart TVs and boxes had reached 213 million, accounting for about 36% of the total color TV population. (The estimated total number of smart TVs is about 154 million.) Accounted for 27% of the total color TV population.
In 2016, according to the data from Ove Cloud Network, the market share of smart TV reached 84%, and it is estimated that it will reach 90% in 2017. In the next two years, the market share of smart TV will exceed 95%, that is, all shipment TVs will It is a smart TV.
Does smart TV support advertising?
The so-called smart TV advertisements refer to advertisements that can be placed and displayed on smart TVs, and the audience can be identified and operated. However, not all smart TVs can support advertisements.
From the data analysis, although the current number of smart TVs on the Chinese market has reached 154 million, the number of truly network-enabled terminals is about 97.29 million units. Among them, although some smart TVs have been networked and activated, due to poor early deployment of smart TV hardware, system upgrades could not be made and they could not support advertising. The other cities in the 3rd and 4th tiers did not have networking conditions and many were sold. Smart TVs cannot be activated on the Internet and cannot support advertising.
So why should we put smart TV?
Give you three reasons: First, smart TV has become the third most important digital screen that has rapidly emerged. The data shows that by the end of 2016, TV-side network video traffic has surpassed pad and is almost the same as PC, accounting for 15%-20% of overall traffic. TV has become the third digital screen with the highest usage rate after mobile phones and computers.
Second, smart TVs have played a very important role in supplementing traditional television, PCs, and mobile advertising. As video sites develop their member businesses, more and more high-value, high-paying members are unable to be covered in regular PC and mobile OTV launches. The advent of smart TVs provides boot ads, shutdown ads and Screensaver advertisements and other forms that can cover member users, and conventional PCs and mobile OTV launches also form a strong complement to the crowd.
Third, smart TVs have the dual attributes of large-screen televisions and Internet media. They combine traditional TV advertising with large-screen displays, one-screen multi-users, semi-mandatory exposure, high trust, and various forms of Internet advertising, which can be targeted and interactive. Strong characteristics, to the director of both sides, from the brand exposure to the effect of transformation, built a complete set of closed marketing ring, is a real product and a unified platform.
Compared with traditional TV ads, what are the advantages?
We are no strangers to TV commercials, but compared with traditional TV commercials, smart TV advertising has revived the market and provided advertisers with new marketing positions.
1) Higher user value. Smart TV users are concentrated in the 25-45-year-old with the most spending power, most willing to taste the new, most valuable core consumer tier, while traditional TV users are concentrated in the middle-aged and young people before the age of 20 and after the age of 45. From the perspective of overall user attributes, it is highly complementary to traditional television and is more concentrated on high-income, highly-educated elite public households.
2) Richer content. Traditional television can have dozens and hundreds of channels at most, and smart TVs can extend the content source to the entire Internet indefinitely, and transplant the mainstream web-on-demand content to the main interface of the boot to achieve easier and more convenient search and search. And traditional TVs provide standard definition content, while smart TVs can provide 1080p full-HD content and channels, and the overall content is richer and more experienced. The data shows that the user's viewing behavior has already shifted, and nearly two-thirds of the average smart TV users no longer watch traditional TV channels.
3) Complete marketing closed loop. Traditional television is mostly one-way push. After a few upgrades to two-way networks, the interaction is still not strong. Smart TV can not only watch videos, but also can participate in voting, grab red envelopes, multi-screen interactions while watching videos, and even can play games, download various applications, and complete online purchases. It builds exposures, interactions, and purchases from advertisements. Sharing a set of closed marketing rings, covering the entire process of users from the boot, see carousel, watch broadcast, standby and shutdown.
Can box ads be equivalent to smart TVs?
The answer is no, smart TV advertising value is much higher than the box. From the perspective of users, we have analyzed that the characteristics of the Internet of smart TV users are very significant, with high activity, good economic foundation, and the highest operational value of users; in contrast, users of OTT boxes are dominated by people living alone in society. With weaker spending power, they are more inclined to higher cost-effective products and services.
Li Wei, general manager of Ovi Cloud's home Internet Big Data Division, said in an interview that the life cycle of OTT boxes is very short. Throughout 2016, shipments of TV boxes still reached 13 million units, and TV boxes are currently on the market. The number of possessions exceeds 60 million units, but the activation volume is stable at 20 million units, and the value of market operations has been greatly reduced.
Having said so much, everyone has a better understanding of the value of smart TV advertising, and the huge market space behind this big screen has caused many brand manufacturers to covet. It is understood that as of 2016, a large number of advertisers have tried Water smart TV advertising marketing, the current number of advertisers in more than 500, including Procter & Gamble, Unilever, Coca-Cola international well-known advertisers more than 100, and in the future here is bound to become brand customers snatch the living room economy of the main battlefield marketing.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
The market is so big. How do we eat?
The penetration of the smart TV market has provided a very mature soil for the outbreak of large-screen advertising.
According to statistics, China's color TV market is approximately 550 million. By the end of 2016, the number of smart TVs and boxes had reached 213 million, accounting for about 36% of the total color TV population. (The estimated total number of smart TVs is about 154 million.) Accounted for 27% of the total color TV population.
In 2016, according to the data from Ove Cloud Network, the market share of smart TV reached 84%, and it is estimated that it will reach 90% in 2017. In the next two years, the market share of smart TV will exceed 95%, that is, all shipment TVs will It is a smart TV.
Does smart TV support advertising?
The so-called smart TV advertisements refer to advertisements that can be placed and displayed on smart TVs, and the audience can be identified and operated. However, not all smart TVs can support advertisements.
From the data analysis, although the current number of smart TVs on the Chinese market has reached 154 million, the number of truly network-enabled terminals is about 97.29 million units. Among them, although some smart TVs have been networked and activated, due to poor early deployment of smart TV hardware, system upgrades could not be made and they could not support advertising. The other cities in the 3rd and 4th tiers did not have networking conditions and many were sold. Smart TVs cannot be activated on the Internet and cannot support advertising.
So why should we put smart TV?
Give you three reasons: First, smart TV has become the third most important digital screen that has rapidly emerged. The data shows that by the end of 2016, TV-side network video traffic has surpassed pad and is almost the same as PC, accounting for 15%-20% of overall traffic. TV has become the third digital screen with the highest usage rate after mobile phones and computers.
Second, smart TVs have played a very important role in supplementing traditional television, PCs, and mobile advertising. As video sites develop their member businesses, more and more high-value, high-paying members are unable to be covered in regular PC and mobile OTV launches. The advent of smart TVs provides boot ads, shutdown ads and Screensaver advertisements and other forms that can cover member users, and conventional PCs and mobile OTV launches also form a strong complement to the crowd.
Third, smart TVs have the dual attributes of large-screen televisions and Internet media. They combine traditional TV advertising with large-screen displays, one-screen multi-users, semi-mandatory exposure, high trust, and various forms of Internet advertising, which can be targeted and interactive. Strong characteristics, to the director of both sides, from the brand exposure to the effect of transformation, built a complete set of closed marketing ring, is a real product and a unified platform.
Compared with traditional TV ads, what are the advantages?
We are no strangers to TV commercials, but compared with traditional TV commercials, smart TV advertising has revived the market and provided advertisers with new marketing positions.
1) Higher user value. Smart TV users are concentrated in the 25-45-year-old with the most spending power, most willing to taste the new, most valuable core consumer tier, while traditional TV users are concentrated in the middle-aged and young people before the age of 20 and after the age of 45. From the perspective of overall user attributes, it is highly complementary to traditional television and is more concentrated on high-income, highly-educated elite public households.
2) Richer content. Traditional television can have dozens and hundreds of channels at most, and smart TVs can extend the content source to the entire Internet indefinitely, and transplant the mainstream web-on-demand content to the main interface of the boot to achieve easier and more convenient search and search. And traditional TVs provide standard definition content, while smart TVs can provide 1080p full-HD content and channels, and the overall content is richer and more experienced. The data shows that the user's viewing behavior has already shifted, and nearly two-thirds of the average smart TV users no longer watch traditional TV channels.
3) Complete marketing closed loop. Traditional television is mostly one-way push. After a few upgrades to two-way networks, the interaction is still not strong. Smart TV can not only watch videos, but also can participate in voting, grab red envelopes, multi-screen interactions while watching videos, and even can play games, download various applications, and complete online purchases. It builds exposures, interactions, and purchases from advertisements. Sharing a set of closed marketing rings, covering the entire process of users from the boot, see carousel, watch broadcast, standby and shutdown.
Can box ads be equivalent to smart TVs?
The answer is no, smart TV advertising value is much higher than the box. From the perspective of users, we have analyzed that the characteristics of the Internet of smart TV users are very significant, with high activity, good economic foundation, and the highest operational value of users; in contrast, users of OTT boxes are dominated by people living alone in society. With weaker spending power, they are more inclined to higher cost-effective products and services.
Li Wei, general manager of Ovi Cloud's home Internet Big Data Division, said in an interview that the life cycle of OTT boxes is very short. Throughout 2016, shipments of TV boxes still reached 13 million units, and TV boxes are currently on the market. The number of possessions exceeds 60 million units, but the activation volume is stable at 20 million units, and the value of market operations has been greatly reduced.
Having said so much, everyone has a better understanding of the value of smart TV advertising, and the huge market space behind this big screen has caused many brand manufacturers to covet. It is understood that as of 2016, a large number of advertisers have tried Water smart TV advertising marketing, the current number of advertisers in more than 500, including Procter & Gamble, Unilever, Coca-Cola international well-known advertisers more than 100, and in the future here is bound to become brand customers snatch the living room economy of the main battlefield marketing.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
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