Nielsen Netcom joins Youpengpule's "500 million advertising red envelope" plan

Recently, after China's largest Internet TV service provider Youpengpule launched the "500 million advertising red envelope" strategy, Nielsen Netcom officially announced its official participation in the plan, adding fuel to the Internet TV industry before the Spring Festival. It also makes people believe that Youpengpule Chairman Shao Yiding's elaborately designed "500 million advertising red envelope" chess game for the Internet TV market in 2015 is being "placed" one by one.

Zhang Yu, executive president of Nielsen Networks, said that there are many companies in China that claim to be able to conduct Internet video research or Internet video monitoring, but Nielsen Networks has its own professional views and research system. For example, the world's earliest Internet research standard was born in the early 1990s by Nielsen; the world's earliest social media (Twitter, etc.) ratings standard was also born from Nielsen; in addition, Nielsen also played a core role in data support for the targeted advertising standard based on Facebook user data.

"Ukuma is the earliest company in China to operate an Internet TV platform. It has independent intellectual property solutions in many aspects including cloud, pipe and terminal. Its user scale and big data sample size are also in a leading position in the domestic Internet TV industry. In recent years, Nielsen Networks, together with the licensees Guangdong Radio and Television and Ukuma, has devoted a lot of research time and effort to the field of Internet TV." Zhang Yu, executive president of Nielsen Networks, said that in 2015, Nielsen Networks will leverage the "500 million advertising red envelope" strategy of Guangdong Radio and Television and Ukuma to comprehensively establish Internet TV industry data standards from advertising operation platforms to user data analysis, providing the most objective and accurate data basis for the Internet TV industry facing product iterations and policy adjustments.

According to an insider of Youpengpule, at present, relying on the Internet TV broadcast control center of Guangdong Radio and Television Station, the license holder, Youpengpule's internal cloud data management center and Nielsen's online data analysis system have basically completed technical docking and related debugging. The Internet TV evaluation and monitoring system based on Youpengpule's user big data has met the conditions for commercial application, and the value evaluation standard of China's Internet TV advertising will be established.

Shao Yiding, Chairman of Youpengpule, said that as the Internet TV service operator of Guangdong Radio and Television Station, Youpengpule and Nielsen Netlink have complementary professional advantages, common values, consistency in business understanding, and harmony in teamwork. The cooperation foundation between the two parties is very solid. In the past few years, the three parties have jointly carried out "Research on Audience Behavior of Internet TV in China", "Research on the Development of Internet TV Industry in China", "Research on the Value Evaluation of Internet TV Advertising Media", and "White Paper on the Development of Internet TV in China", which have attracted close attention from the entire industry. The cooperation of the two parties in the 500 million advertising red envelope plan is based on the previous close cooperation, and is a deepening and sublimation of the "new normal" development of the entire Internet TV industry.

It is understood that the "500 million advertising red envelope plan" is based on the precise big data advertising delivery system created by Guangdong Radio and Television Station and Youpengpule. Through real-time monitoring of platform user data, etc., products can be delivered to users more accurately, fully guaranteeing the efficiency of the operation system and realizing advertising sales linkage. The 500 million advertising golden resources, with patch ads as the main resource, will select ten major advertising categories around the world for main publicity, and achieve a win-win situation for the entire industry on the Internet TV platform. Industry insiders analyzed that the addition of Nielsen Netcom will undoubtedly provide good data analysis support for the already popular 500 million plan. From objective data analysis based on delivery to the presentation of effect evaluation reports, everything is efficient and visible, which is in line with the essential attributes of the Internet TV industry and is also the reason why it is sought after by many advertisers.

Han Yibing, vice president of Youpengpule, said that the cooperation between Guangdong Radio and Television Station, Youpengpule and Nielsen Netcom is deepening year by year, and 2015 will definitely be a fruitful year. Relying on data analysis to accurately locate the target population, the advertising cost can be quantified. The investment of "500 million advertising red envelopes" is, on the one hand, to hope to use the new product form to unite all parties to jointly create a new Internet TV value chain; on the other hand, it is to solve the problem of too high entry barriers in the Internet TV industry, and use the 500 million investment to comprehensively reduce the participation costs of advertisers, and finally form a win-win situation. Of course, the core reason why advertisers are willing to participate is that we have the best interactivity, accuracy and controllability in 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.