Liu Cheng of iQiyi: OTT large-screen traffic is recovering rapidly, and the value of advertising content is underestimated

At the "2017 China OTT Large Screen Marketing Leadership Summit" hosted by iQiyi today, Liu Cheng, the national general manager of Internet TV advertising sales at iQiyi, shared some very insightful views and interpreted the current situation and value of OTT large screens based on actual data.

Content has always been iQiyi's strong point, which has also played an important role in iQiyi's performance in the OTT sector.

Liu Cheng said: "We can see that the traffic share of super dramas on the OTT side has increased from 10% two years ago to over 20% now, exceeding the average share of VV on the OTT side. In terms of variety shows, the traffic on the TV side of copyrighted variety shows, such as "Running Man" and "Sing! China", was higher than that of self-made variety shows on the Internet. But through the show "The Rap of China", self-made variety shows have surpassed copyrighted variety shows in all aspects, and the traffic on the OTT side is also quite outstanding. Therefore, content is very important to OTT, both in terms of advertising and membership consumption business."

Although the drama has been popular online and has brought significant growth in OTT, Liu Cheng believes that the value of advertising is still underestimated. "The problem we are facing now is that advertising as a whole is underestimated. Its value is far from what TV advertising should be. Only by working together to increase advertisers' recognition of it can its value be reflected."

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.