Example explanation: B-side TV advertising

Based on his actual work experience, the author of this article explains the entire process of TV advertising creation and ordering, introduces the B-side advertising delivery process, and the operational logic of TV advertising delivery .

There are already many mature products for advertising in the current market, but most of them are aimed at placement on mobile apps, or ranking on major websites and search engines.

Regarding television advertising, it is an overlooked area that has not yet been fully developed. Digital TV new media will also be a hot market. According to valid statistics, looking only at startup ads, digital TV users turn on their TVs an average of 2.17 times a day, and in some cities the average monthly exposure to startup ads exceeds 150 million times. This number is still attractive to major advertising operators.

According to Nielsen Network's "Audience Media Advertising Exposure Study", among the respondents, 93% of them "formed an impression of advertising through television media", and television media is still the first choice for advertising. And the total amount of digital TV is increasing every day.

First, we can analyze the core elements of digital TV market competitiveness:

1. Ultra-high coverage of the population. Seamlessly connect with tens of millions of users and fully cover tens of millions of viewers;
2. Compulsory viewing effect. The advertising effect is inevitable when the TV is turned on and when the channel is changed, and it accompanies the audience every time they watch.
3. Strong credibility. Based on the official push of major radio and television group platforms, we safeguard the brand influence and credibility of customers;
4. Super high media value. The extremely high cost-effectiveness makes it the most cost-effective form of advertising media, and the advertising reach cost is the lowest in the industry.

Next, I will combine the B-side advertising products I have recently developed to elaborate on the operational logic of TV advertising, and explain the entire process of TV advertising creation and ordering.

1. Create a new booth (product) and initialize parameters that affect prices

1. Initialize the TV booth, such as startup picture, startup video, channel change picture, volume bar, etc. The TV stand is the only commodity in the entire product, and the other items are parameter items. Just like when you buy things on Taobao, the booth equals clothes, other areas, time periods, and durations are used as the specifications, sizes, and colors of the clothes, and the time of delivery is the quantity of clothes.
2. Set the price coefficient change corresponding to the time period. TV advertising is generally divided into multiple time periods, such as morning, noon, evening, early morning, etc., which will affect the price according to different time periods.
3. Set the price coefficient change corresponding to the duration. When the ad type is video, you can limit the video duration. Different durations will also affect the price.
4. New merchants, TV advertising and broadcasting correspond to different provinces. Due to different population sizes in different provinces and cities, the number of advertisements placed in different regions will be different, so the region also determines the price coefficient.

2. New Schedule

1. When creating a new schedule, you need to select the merchant and the area where the merchant is placed in the corresponding province (down to the district level)

2. After the addition is successful, a column of data is generated corresponding to the area, single booth, single time period, and single duration. You can then adjust the single price coefficient.

1. You can adjust the booth price coefficient for special dates, such as May Day and National Day holidays, or set a fixed price directly.

TIPS: This process may seem a bit complicated, but the main thing to remember is that the booth is for the merchandise, and other settings are for specifications, which will make it easier to understand.

3. Advertisers place orders

Select product – After selecting the region, delivery time, delivery period, and delivery duration, you can add it to the shopping cart or directly generate a preview. The shopping cart supports combined payment at multiple different booths. Order submission preview. The brand information of the advertisement needs to be marked here. Since the advertising company places advertisements for multiple brands, it is actually similar to the operation of selecting an order address on an e-commerce platform. (The image is compressed because the screen is smaller)

4. Order Process

There are mainly six statuses for orders: pending review, pending payment, pending delivery, in delivery, completed, and closed. The following figure is a state diagram. Different operations will change the status of the order. After the advertising order is submitted, it needs to be reviewed by the B-side, which is the major radio and television bureaus. Once the review is passed, payment can be made and the advertising can be delivered within the delivery time.

V. Conclusion

Since there is no relatively complete application for this purpose in the current market, the entire process also refers to platforms such as Baidu Promotion, UC Browser Promotion, and Zhubajie Promotion. Therefore, there are always more solutions than problems. When you encounter some problems or difficulties that you have never encountered before in work or life, spend more time and be patient.

During the product planning process, we will often communicate with the project development and design colleagues. We will see different points from different angles, and we will work together to fine-tune the product with everyone's knowledge. There is strength in numbers, which is also something that product managers need to understand and implement. Discuss more with the team and let them know that you care about their opinions. Only a good team can create a humane product. Products that fight alone will be cold and will not be liked by users.

I hope this article is helpful to everyone. This is also my first article on Everyone is a Product Manager. I have been working for two years but have never been able to sit down and write seriously and share. This is something I have always wanted to do but have put it aside for various reasons. Although it is difficult to get started, once you take the first step, it seems like you are a little closer to your goal. Let's work together for mutual benefit and keep moving in a better direction.

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Author: yimi

Source: yimi