Shen Hong, professor of advertising at Minzu University of China: Large-screen marketing needs to bring consumers into the consumption scene

On September 22, at the "2017 China OTT Large Screen Marketing Leaders Summit" hosted by the website, Shen Hong, a professor of advertising at Minzu University of China, gave a vivid lesson to the guests and industry insiders. In her speech, she pointed out that "in the era of large screens, mobile phones need to work for large screens. The marketing of people and terminals must bring consumers into the consumption scene. This is the most important thing."

She used a public service advertisement of Volkswagen as an example: in a movie theater, a driver appeared on the big screen. He received a text message, and when he looked down at his phone, a car accident occurred. When the driver on the screen received the text message, all the audience members also received a text message. When everyone looked down at their phones, they "experienced" the car accident together with the driver on the screen.

The big screen will demonstrate its amazing capabilities in this kind of immersive scene marketing. "In recent years, brand marketing communication has become more and more storytelling-oriented, so getting users to interact is an opportunity. This may be the next step that every link in the entire OTT industry, whether it is the technical link or the marketing planner, will have to work hard on."

“Although the current startup ads are the best-selling ones, how different are they from traditional ads? They cannot demonstrate the advantages of OTT. Content-based marketing methods will generate greater value, and this requires all industry players to explore together.”

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.