Huanwang Technology, which operates billions of traffic and understands the essence of big screen, clears the fog of OTT marketing

The large screen in the living room and the small screen in the mobile phone have experienced profound product changes together. However, unlike the rapid development of smartphones in terms of content and marketing, the large screen in the living room is still in the stage of exploration on this road.

Large screens and mobile phones are rushing towards historical nodes at different speeds. Although there are differences, the goals remain highly consistent.

In fact, the rapid development of mobile phones is due to the selection of the times, and the rise of large screens in living rooms today also benefits from the surging trend of the times.

With the advent of the 5G and IoT era, large-screen TVs will soon take on the important task of becoming the gateway to the home Internet of Things. For the industry, as the influence of large-screen products gradually increases and their role as gateways becomes more prominent, how to further strengthen the marketing capabilities of large-screen TVs in the living room while digging deep into content development has become one of the urgent tasks to be solved in the OTT industry.

Big screen marketing fog

In the early stages of the development of the OTT industry, the marketing model triggered by content changes completed coupling during adjustments and found a marketing method that was in line with its own characteristics and in line with the trend of the times. For example, the startup ads and patch ads that we are familiar with are the main presentation methods of this model.

Everything is moving forward. With the mutual changes in product forms and audience needs, by 2020, the previously effective marketing plans for large screens in living rooms have gradually become inadequate.

First, Gao Baozhu, Chief Strategy Officer of Huanwang Technology's Intelligent Marketing, said that the current startup traffic dividend of smart TVs has reached saturation. This means that the vertical value of startup ads has gradually peaked, and the industry needs to explore the value of large-screen marketing in the horizontal dimension in the future.

At the same time, as the traffic dividend has peaked, advertisers have new requirements for the efficiency of boot-up ads. This has also objectively put forward requirements for changes in large-screen marketing forms such as boot-up ads.

Just like the two sides of a coin, the current marketing “fog” of large screens actually makes the marketing value of large screens fail to shine as it should.

2019 TV Marketing New Ecosystem Development Report

Miaozhen Systems stated in its 2019-2022 NEW TV Development Report that due to the complex marketing ecology and scattered resources of the large-screen living room industry, the advertising value of the entire large-screen living room industry has been seriously underestimated. The report pointed out that the marketing development speed of large-screen living rooms still has a lot of room for development and is a marketing value depression.

In other words, the large screen in the living room should have more far-reaching value. The current low point is only because the fog of marketing methods has obscured the true value of the large screen.

Huanwang understands the secrets of big screen

Just like the ever-changing mobile Internet, the OTT industry also needs to keep changing with the advancement of the times. From traffic monetization tools to content presentation methods, every link in the entire industry value chain has huge potential for "appreciation".

Take Huanwang Technology as an example. After owning 100 million terminals and being the first to enter the "billion-screen era", it has a keen insight into the existing contradictions in the industry and user needs. After understanding the mysteries of large-screen operations at this stage, it has started from both horizontal and vertical dimensions and launched a new round of in-depth improvements to the existing large-screen marketing methods.

From a horizontal perspective, Huanwang Technology has driven 100 million large screens into the programmatic era by building the "China Smart Large Screen High-Quality Advertising Resource Trading Market", and organically connected advertisers, content and audiences on a wider scale through big data streaming.

Huanwang Smart Large Screen Advertising Resource Trading Market

In order to accommodate more traffic and attract advertisers, Huanwang Technology has built a large-screen Ad Exchange, which includes four exclusive smart TV manufacturers, three cooperative operators and more than 300 apps, providing a solid guarantee for the basic setting of large-screen programmatic.

With sufficient traffic as a solid foundation, that is, mastering the horizontal "key points", Huanwang Technology will have more room to display its technology in the vertical "target".

The benefits of precisely controlling traffic through technology are obvious, especially at the connection level, making it possible for advertisers to reach users more widely and accurately.

One of the application scenarios of Huanwang's large-screen programmatic is precise reach. It can connect the small-screen homologous data based on OTT data and ID, and summarize a three-dimensional family map. Advertisers can use this as a goal to accurately implement targeted delivery, vertically connecting the advertiser's content with the audience's real needs. While realizing advertising as content, it can also provide practical guidance and leadership for the audience's consumption.

Taking the collaboration between large and small screens as an example, Huanwang's programmatic marketing can, on the one hand, increase brand awareness through large-screen marketing, and on the other hand, reach users through small-screen tracking, increase product purchase willingness, and thus subtly influence the audience's decision-making.

In depth, the extraction of IP value undoubtedly has a finishing touch on the direction and conversion of traffic, and has a multiplier effect. In response to this, Huanwang, based on extensive cooperation with core satellite TV stations and content platforms, launched the "IP Express" product, which realizes the joint marketing of brands and IP content through smart large-screen marketing resources. This year, Huanwang Technology joined hands with Zhidu Falcon to select Mango TV's Xeon-class IP and upgraded the IP Express marketing product.

Take Sisters Riding the Wind and Waves as an example. After only one day online, its total number of views exceeded 250 million. Huanwang Technology has made good use of the influence of this "national" level content and timely launched marketing content such as exclusive brand cooperation identity and exclusive channel naming.

Huanwang-IP Express Case

Considering that the IP of "Sisters Riding the Wind and Waves" has extremely high attention and a large audience base, the IP through train that maximizes brand rights has undoubtedly become a powerful tool for Huanwang Technology to upgrade its content.

Although the two marketing models of Huanwang Technology are completely different in dimensions, in the final analysis, we can find that the core secrets of these two marketing models are actually exactly the same - that is, based on traffic, targeting the content of advertisers and the needs of the audience, from a technical perspective, to achieve effective connection among multiple parties.

From an industry perspective, Huanwang Technology has created an all-encompassing "big-screen network" through a comprehensive layout in both horizontal and vertical dimensions. It has not only broadened the boundaries of large-screen marketing, but also achieved a comprehensive innovation of the old large-screen marketing system.

The underlying driving force behind OTT's continued prosperity

Aowei Cloud Network data predicts that the total revenue of the national OTT industry will reach 14.8 billion this year, with 10.9 billion from the content layer, 3.6 billion from the system layer, and 300 million from other advertising revenues. By 2023, the overall revenue of the "overspeed" developing OTT industry will jump to a huge 45 billion.

2020 China Smart Screen Development Forecast Report

The increasing size of containers indicates that the OTT industry will maintain a long-term prosperity. The underlying driving force that promotes the development of the industry must also develop accordingly.

Take Toutiao as an example. As its influence continues to expand, its advertising revenue has increased from 3 billion in 2015 to 30 billion in 2018. Among them, the control of traffic flow has become its secret to success. Taking content as the focus and regulating traffic, it can successively launch many high-stickiness products such as Toutiao, Douyin, and Xigua Video, which directly pushed ByteDance to become an Internet giant comparable to BAT.

The same is true for the OTT industry. Although decentralization and the advantages of large-screen content have indeed met users' demand for products, the lag in marketing tools has to some extent exposed the problem of insufficient underlying driving force in the industry.

It is particularly noteworthy that with the innovation of the industry, the content and functions of smart TVs will be broadened in the future. For example, Tencent Xianyou Cloud Game recently launched a TV version. Although this breakthrough in content and function is very beneficial to the development of the industry, if our marketing tools do not keep up, our industry will inevitably miss a large wave of bonus periods.

Fortunately, Huanwang Technology has seen the contradictions that plague large-screen marketing today, and decisively started from the two aspects of coverage and topic content, proactively grasped the pulse of the industry, deployed in advance, and dared to explore. More importantly, Huanwang Technology's "network" marketing is not based on short-term interests, but pursues long-termism that looks to the future, and simultaneously empowers advertisers, viewers, and content. In fact, from the marketing strategy pioneered by Huanwang Technology, it is not just about building a business model, but shouldering part of the responsibility of "looking out" for the industry, leading the entire OTT industry participants to jointly clear the fog of industry value and lay a new starting point for the development of the industry.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.