How OTT advertising has become the key to success in large-screen marketing: Coocaa Network

As OTT has developed to this day, big data mining and operations, especially advertising operations, have become the decisive factor among industry giants.

On April 26, Coocaa Network announced that it would divest its traditional TV manufacturing business and focus on building an open and unified super-intelligent system ecosystem. This is the beginning of Coocaa Network's All in OTT and the starting point for the industry to begin a comprehensive transformation of operations.

User experience first, then large-screen operation

Since its establishment in 2006, Coocaa Network has been deeply engaged in the integration of Internet content and intelligent systems. Its system operation terminals include more than 15 TV brands such as Skyworth, Philips, Panasonic, and Panda. In 2017, Coocaa Network had more than 33 million network terminals, more than 17 million monthly active users, and an average daily usage time of 308 minutes. Coocaa Network System, which focuses on big content, can present high-quality content to users in a more light and immersive form, with excellent user experience, which is the basis for supporting such excellent operation data.

After receiving huge investments from Tencent, iQiyi, and Baidu, the introduction of large content and large traffic, and the integration of data from the entire network have promoted the in-depth construction of Coocaa Network's user portraits, accurately identified user needs, and automatically matched and pushed relevant content based on user habits. Even for different members of a family, different content can be presented according to different users, thus fitting the audience's preferences to the greatest extent, winning the user's favor and cultivating usage habits, and achieving "deep communication" between man and machine.

Based on this, Coocaa Network's large-screen operation has further leaped into a user-centered smart TV operation platform. The confidence is based on a good user experience, and on this basis, an innovative advertising operation model has been generated, becoming a user guarantee for winning OTT large-screen operations.

Facebook's Lessons

Facebook is no longer a social media, but has become the operating system of people's lives. Its founder Mark Zuckerberg believes that Facebook is "the world's information infrastructure." The same is true for Coocaa Network, which started with television but never stopped at television. Instead, it resolutely broke through the boundaries of television and built a super smart system ecosystem for users' living rooms.

In fact, whether it is Facebook for social media or Coocaa Network for OTT, they have one significant thing in common in their innovative one-to-one consumer-driven model - tapping into the huge commercial value behind user data.

User comments, browsed pictures, music, videos, these typical unstructured data are user portraits. It is not difficult to understand that these user data actually contain multi-dimensional user consumption tendencies. Through data mining and analysis, the effect of accurate advertising delivery has been greatly improved, and future consumption development trends can be predicted in a forward-looking manner.

This operating system embedded in users' lives is the foundation of the world's information flow architecture and has unparalleled social significance.

Since April, Facebook's mobile users in the United States have increased by 7% year-on-year to 188.6 million. In a typical American's life, his food, clothing, housing, transportation, work, entertainment, and consumption choices are almost all influenced by Facebook. In fact, it is better to say that users are influenced by data and social interaction rather than Facebook.

The super intelligent system ecosystem created by Coocaa Network is also playing a similar role. At least in the living room, this system is influencing users' decisions when purchasing goods. As a pioneer in the OTT industry, Coocaa Network has also explored an innovative advertising model with high stickiness and interactivity. With its local advantages and 33 million accumulated users, Coocaa Network conducted a new marketing event during the Spring Festival of 2018, and worked closely with brand advertisers. In 10 days, it invested 10 million resources and achieved 308 million cumulative exposures of advertisers' brands, covering 10.19 million households. The effect was so good that it shocked the Chinese advertising industry.

The imagination space of Coocaa network matrix

Coocaa Network currently has hundreds of companies with deep strategic partnerships, and can attract mainstream brands in almost every industry to work closely with it. It has already achieved a comprehensive understanding of the eight major content sectors of film, music, sports, games, education, travel, health, and shopping, leading the industry and achieving a pattern that others do not have. With the refined operation and intelligent engine of a team of hundreds of people, it accurately pushes massive amounts of content to the first screen of TV, realizing "desktop is content" and achieving "better than others". Its innovation in operation and maintenance is constantly leading the development direction of OTT's big data applications, and the mining of user value will drive the development of the big data industry chain, forming a virtuous circle.

Coocaa Network System has 13 new media advertising forms, from startup, home screen page, channel entrance, recommendation position, film and television content stickers, screen savers, application entrances, activities, special topics, etc. Let an OTT large screen form a deep and matrix advertising system. The greatest value of this system is to carry out precise delivery based on the user portrait of 33 million users.

Therefore, advertising creativity and customized advertising have a larger market space. The TV advertising, PC advertising, and mobile advertising that we used to talk about are integrated here, and various advantages can be brought into play, while disadvantages are complemented. The one-machine-multiple-people and visual impact under the large screen, the strong interactivity of the direct combination of advertising and e-commerce, and the precision of App advertising are all integrated here, completely subverting the advertising value of traditional TVs.

Coocaa Network is the first to demonstrate and explore the profit model of OTT large-screen marketing. When all the above are in place, with the current industry-leading AI technology, it will further empower various application scenarios of Coocaa Network's OTT operations, together create a smart home portal, catalyze the OTT spring, and win the battle for three years, and dominate the OTT industry. This is Coocaa Network's winning hand.

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.