U-Popular issues 500 million yuan advertising red envelopes to expand the value space of Internet TV

January 4 (Reporter Zhang Qian) Recently, Shao Yiding, CEO of Internet TV service provider Youpengpule, said that he is willing to offer a "500 million advertising red envelope" to cultivate the Internet TV advertising market.

The issue of "giving out red envelopes" is not new in the Internet industry. However, for the Internet TV industry, which is about to enter a "watershed", how to fully tap the commercial value of Internet TV and improve its monetization capabilities in the new environment has become an important issue for the entire industry.

Against the backdrop of industrial development, the "500 million red envelopes" offered by Youpengpule are enough to ignite excitement in the Internet TV industry.

500 million red envelopes may boost the Internet TV advertising market

First, Internet TV is the "new normal" of TV development. Internet TV has gone through a series of product iterations and policy adjustments. Both enterprises and users are still full of expectations for its development. According to the "White Paper on the Development of Internet TV in China", between January 2013 and April 2014, the average daily viewing time per household increased from 120 minutes to more than 140 minutes. Users are gradually returning to the living room because Internet TV is more in line with the modern users' demand for autonomy and personalization of TV, and has become an important carrier of smart homes.

Secondly, Internet TV has a very high ability to realize value. At this stage, hardware manufacturers, Internet companies and licensees are all facing the same dilemma, that is, how to use the large screen of TV to obtain new profit growth points. Advertising has brought high returns to the traditional TV industry, and Internet TV, because of its direct contact with users, improved accuracy and reach, makes advertising still an important part of the future Internet TV monetization. The Nielsen report shows that although consumers spend more and more on computers, tablets and mobile screens, TV is still the world's largest advertising medium, and TV advertising expenditures account for 57.5% of global advertising expenditures.

Third, Internet TV has more communication value. Since Internet TV advertising can lock in the target group and quantify the advertising cost by relying on big data, more and more advertisers are willing to take the initiative to use Internet TV for integrated marketing. Han Yibing, vice president of Youpengpule, believes that the interactive, accurate, measurable, addressable, responsive and controllable characteristics of Internet TV make the dissemination of TV advertising more valuable.

Under such circumstances, Youpengpule uses "500 million red envelopes" to cultivate the Internet TV advertising market. The strong demand plus the injection of funds will "break the ice" for the development of the Internet TV advertising market.

The goal of the 500 million red envelopes is to play OTT advertising together

Currently, Internet TV advertising is still a new thing for users, media and advertisers. The lack of experience has caused the advertising industry to ignore the commercial value that Internet TV platforms can bring, resulting in a waste of high-quality platform resources.

Han Yibing believes that the Chinese advertising industry is still in the early stages of understanding Internet TV and has not fully realized its value. Youpengpule's "500 million advertising red envelope" campaign will rely on Youpengpule's precise big data advertising delivery system to more accurately deliver products to users through real-time monitoring of platform user data, fully ensuring the efficiency of the operation system and realizing advertising sales linkage.

At present, Internet TV screens combine the display effects of traditional TV screens with the characteristics of precise delivery of Internet media. In addition, the household audience has high-quality word-of-mouth communication capabilities, and good audio-visual experience and interactivity are conducive to the spread of advertisements. However, it is difficult to drive the development of the entire market with the strength of only one company.

In the future business model of Internet TV, the value of Internet TV can only be maximized if advertisers, hardware manufacturers, Internet companies and media work together to project commercial demands onto new platforms.

In order to promote the development of the industry, Youpengpule is ready to spend 500 million yuan of golden advertising resources, with patch ads as the main resource, and select ten major advertising categories around the world for main promotion, so as to achieve a win-win situation for the whole industry on the Internet TV platform provided by Youpengpule.

It is understood that in the future, Youpengpule will also make every effort to build four platforms: first, to build a home theater platform for OTT TV; second, to improve the precise, measurable and more friendly Internet TV advertising platform; third, to build a high-quality e-commerce platform; and fourth, to establish a value-added application platform based on user needs. Through these four platforms, the commercial value of Internet TV will be tapped, making it truly the core large screen of smart homes.

Han Yibing said that at present, the Internet TV industry is still a blue ocean with huge commercial space. It is not something that can be pioneered by a single company. It requires collaborative cooperation among the entire Internet TV industry chain to ultimately achieve product co-construction, user sharing, and win-win benefits.

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.