Dr. Peng Group's subsidiary considers the world to be fully involved in the field of smart homes. There are barley products on the smart terminals. The company has reached a strategic cooperation with Galaxy Internet TV on the soft power. It has built a unique integrated marketing on marketing and successfully deployed the OTT family screen. entertainment. The OTT has now entered the second half. How should this "fight" be played in the second half of the world as it regards the world? During the GFIC2017 Global Home Internet Conference, the reporter conducted an exclusive interview with Tan Wei, the deputy general manager of the company.
Picture: Home Vision World General Manager Tan Wei
Dr. Peng is the largest private telecommunications operator in China. He is mainly engaged in telecommunication value-added services, security monitoring, and network media businesses. He has set up 212 molecular companies in the world and owns China Telecom and Great Wall, the largest telecommunications-neutral data center cluster group in China. The total number of broadband networks covered by broadband and broadband access exceeds 100 million households and 300 million people. In the network of over 15 million households, monthly increase and renewal of 1 million households. Among them, a wholly-owned subsidiary considers the world responsible for the group's overall video business.
In 2018, the OTT market will show an outbreak
The company considers the world's barley OTT data to be outstanding. This year, the cumulative number of users has reached 700W, the number of daily broadcasts is 2500W, the monthly live users are 81%, the terminal activation rate is 100%, and the number of target users in 2018 will reach 1500W.
So, for OTT's future market expectations are optimistic about the world?
Mr. Tan said that OTT's user size and value realization are the two cores and will bring about new interest growth points in the Chinese business model. Focusing on expanding the scale of users and the first to realize the value of users, the pursuit of OTT's greatest value is the mission and goal of the world. In the next three years, as the size of the world's users continues to expand, the business model will undergo an essential change. By 2020, the entire OTT industry will usher in a fissile-looking era.
Barley OTT integrated marketing model to fully intercept users
The rapid development of OTT allows users to select their favorite content on TV more freely. They successfully pull audiences back to the TV and remodel the living room economy. The value of the OTT market has been widely accepted, and the biggest change in the future is that advertisers no longer have to worry about whether to vote for OTT, but consider how to put OTT more valuable.
So what are the countermeasures for barley in future big-screen advertising marketing?
Mr. Tan said that in 2017, the world’s largest barley OTT relied on the Group’s big data center to create a unique OMO integrated marketing model. For the advantages of barley OMO integrated marketing he introduced:
Barley OTT has unique properties in the market:
1. Each Dr. Peng’s broadband business users have a box of barley
2. First-tier cities cover 45%
3. Seamless connection with Dr. Peng Group cloud data center users
Home Vision World's original OMO integrated marketing approach has five characteristics: unique operator attributes, backing to operators' big data centers, nationwide coverage of 200,000 communities, online and offline integration, and a combination of brands and effects.
Dr. Peng's big data center has four capabilities: platform capabilities, data capabilities, product capabilities, and operational capabilities. The Big Data Center establishes databases for covered broadband users and barley OTT users, integrates global user data, analyzes the user's behavior habits, selects target audiences according to different brand customers, conducts integrated marketing promotion, and greatly enhances advertising marketing. effect. At the same time, online and offline can also be personalized content recommendations for different users.
Marketing forms are divided into online and offline:
One: Online enhanced brand exposure
Barley OTT uses open screen advertising to achieve brand strong exposure; screensaver ads show brand and product details; boot screen recommendation and sub-channel first screen recommendation, long-term multi-frequency exposure, direct access to users; corner signs with program information appear, deepen the brand Impression; Detail page banner penetrates users and enhances brand influence; at the same time, it customizes the brand special page and builds an exclusive content section, which spreads strongly.
Two: Use three ways offline to enhance publicity
1. Workers seamlessly connect broadband and barley OTT users
Broadband services provide home-based promotion services for home users and expose brand cooperation information in the form of customer service SMS/telephony voice announcements.
2. National brand linkage
Into the 200,000 communities to jointly organize brand events to increase brand awareness
3. Product Bundle
Product sales cooperation, purchase a brand product, can obtain 100M broadband service. Promote product sales and increase brand favorability
At home, the world holds the concept of "interpreting love with science and technology", standing at the forefront of innovation and creating a new OMO integrated marketing model. Relying on its resource integration capabilities and the brand influence brought about by its strong exposure, Barley OTT will continue to leverage the technological power of Chinese operators.
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