Xu Huaxin of Discovery Media: Splash screen advertising is just the tip of the iceberg of OTT large-screen marketing

The "2017 China OTT Large Screen Marketing Leaders Summit" hosted by the website was held in Beijing today. At the meeting, heavyweight guests and industry leaders from the industry gathered together to exchange views, analyze and discuss the huge value potential of OTT large screen marketing that has yet to be developed.

At present, Tansuo Media has deeply laid out the interactive resources and viewing habit data of smart TVs. It has multi-dimensional and wide-coverage capabilities to accurately collect viewing data and interactive data, and uses leading large-screen innovative interactive technologies to provide brand owners with multi-screen marketing solutions and the creation of a closed-loop consumer system.

At the conference, Ms. Xu Huaxin, COO of Discovery Media, accepted an exclusive interview. In her opinion, at present, only a small part of the value of OTT large-screen marketing has been developed. These developed parts are like the tip of the iceberg above the water, while the part under the water is the huge value that has not yet been developed.

Compared with mobile products such as mobile phones, large-screen TVs have obvious advantages and disadvantages. Therefore, how to enhance the value of large screens and tap into these untapped market potentials? Xu Huaxin believes that "the addition of technology will enhance the value of large screens. For example, the addition of voice technology can not only change the way of interaction and enhance the user experience, but also provide targeted services for different family members by recognizing voices. The best way to explore value is to collect and analyze data and accurately push products suitable for the family."

As technology improves, the use of large screens will become more and more convenient. Xu Huaxin believes that this will also bring disruption to many industries. "Take the financial insurance industry as an example. When the use of large screens becomes convenient, users will be able to see many insurance products suitable for families on the large screens. At the same time, they will also be able to learn about these products in detail through the large screens, and finally purchase insurance through the large screens, completing a series of marketing and conversions."

According to forecasts by relevant industry organizations, the number of OTT devices in the world is expected to exceed 750 million in 2017, and the number of video ad views on OTT devices will increase by 208% year-on-year. Large screens have become the fastest growing advertising terminal, and how to explore every bit of value behind this is a direction that all practitioners should pay attention to.

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.