At the end of the year, large and small enterprises have entered the stage of review, planning and budgeting. Most of them are likely to face the same problem: Where is the stable traffic grip in the new year?
Practitioners in the advertising industry, or the main marketing department of corporate brands, are well aware that the media environment has changed a lot in recent years, and traditional communication channels and methods are far from meeting the current marketing needs. In the general perception, traditional media is gradually declining, diversified media forms make traffic show obvious decentralization characteristics, social media marketing attributes are becoming more and more prominent, such as Xiaohongshu, WeChat private domain, etc., and even short video content platforms with strong social attributes such as Douyin and Kuaishou, which have been hailed as the current "traffic faucet". Since 2020, there has been a "national all in short video" saying. So for brand owners, should they choose all in short videos?
First of all, marketing itself and all in is in conflict, in recent years, integrated marketing is popular, its underlying logic lies in the coverage of user needs, scene width, all in is not so much marketing, but rather gambling; secondly, short video as a content form, can not cover all the population, different short video platform characteristics, crowds are also different, want to simply and rudely rely on short video to solve all problems, is a kind of thinking "laziness"; finally, we need to recognize a basic fact, That is, for users, the cost of choosing or abandoning an online product is too low, so no channel can always be at the peak, and the excessive "Taobao" of Douyin has recently begun to be criticized, which is a very typical case. While paying attention to the volume of traffic, brand owners must also see the future of their own business and channel ecology more proactively.
Therefore, the author can't help but give a suggestion to the marketing department in the enterprise: reserve some budget to invest in the big screen.
A long-standing, self-evolving large-screen ecology
What's the difference between big screens?
The big screen is different from other media from form to scene. It comes from the same era as print media and radio, but at the moment when paper media and radio have retreated to the second and third lines, it still maintains a strong vitality, and you can neither simply define the large screen as a traditional media, nor can it be defined as a new type of online media. The macroscopic view of the large screen has not faded, in fact, it has also undergone great changes, such as the marketing focus slowly shifted from the TV station to the information service provider and then to the terminal provider, and the marketing content has gradually expanded from simple advertising exposure to the marketing product matrix with obvious effect attributes. The increasingly rich content ecology has won more attention for the big screen, and the program demand rate has increased significantly in recent years. The data shows that the percentage of on-demand programs watched on OTT has grown from less than 30% in 2017 to more than 50% in 2020.
This provides great imagination for building a marketing matrix with a large screen as the core. Taking Kukai Technology, the leader of the large-screen industry, as an example, marketing resources include up to 15 types of boot layer, system layer, application layer, arbitrary layer and content layer. It can be seen that there is no real longevity, only self-optimization and iteration that adapts to the times. Today's large-screen scene and many people's impression of "watching TV" has been fundamentally different, which is a change that marketers must pay attention to.
In the scene, the most prominent label on the big screen and the most significant difference from other media is "family" and "living room", which gives the big screen a unique advantage in the commodity categories involving family decision-making. Of course, with the diversified development of the screen ecology, the home field of the big screen is not limited to the family, and the community, scenic spots, hotels and even office areas are also generally included in the big screen scene ecology. From 13 million terminals in 2015 to 100 million terminals in 2021, Kukai Technology covers a certain proportion of non-family scenarios. To a certain extent, this has also broadened the customer base of the large-screen ecology, in the past, FMCG, automobiles, household products were the main force among brand owners, and now luxury goods, cultural tourism, and education have also begun to become important customer groups.
GroupM's OTT industry white paper released this year shows that the three dimensions of monthly contact, click-through rate, and trust of OTT advertising have developed benignly in the past three years. "The usage rate drives the contact of advertising, and from the perspective of the growth rate of terminals and the growth of advertising contact, the advertising load is not yet saturated and has great potential."
User demand creates two major dividends of the large-screen ecosystem
GroupM's white paper also sorted out the marketing advantages of large-screen manufacturers such as Kukai Technology: high-quality family scenes, accurate crowd reach, good advertising environment, good visual effects, sufficient resources, high cost performance, VIP visibility, and good exposure effect.
In fact, many of these advantages are the innate characteristics of the big screen, why have these characteristics become more and more prominent in recent years, making Cool Open show unique marketing value? Fundamentally speaking, this is inseparable from the evolution of changes in the public's lifestyle, and it is these changes that have created dividends for the big screen ecology and magnified its own natural competitive advantages.
The first is the pursuit of a better audiovisual experience. In the mobile era, people have enjoyed the convenience brought by mobile phone terminals, but they have not been significantly improved in terms of size due to audio and picture functions, which also gives pads, PCs and other terminals a lot of living space. However, no matter from which dimension, the audiovisual experience of smart terminals such as mobile phones, pads, and PCs cannot be compared with large screens. The screen projection function is becoming more and more popular and valued, which also confirms this from the side. The more important the role of mobile phones in daily life, the more people rely on the audiovisual experience brought by the large screen.
Secondly, it is the general trend of terminal integration and cross-screen collaboration. IoT is a predictable general direction, and the TV screen will obviously play the role of the main axis in it. The linkage of multi-terminal ecology has also become the main direction of many hardware manufacturers, mobile phones, pads, PCs, TV screens, and even wearable devices, all built in an ecosystem, which terminal the user is using, and the center of the online interconnection ecology is in which terminal. This linkage pulls all kinds of hardware industries to a plane, divides the scene and business sector according to the different capabilities of different terminals, and the advantages and characteristics of each type of terminal will be maximized, and the innate advantages of the large screen will naturally become a unique marketing advantage.
Of course, this in turn requires the large-screen industry itself to continue to iteratively upgrade, such as providing users with a richer application matrix and a more imaginative form of interaction. The "sharing screen" launched by Kukai Technology to the market this year is a very representative attempt. As a part of the "screen interconnection" ecology of Kukai Technology, the responsibility of the sharing screen is to break the "screen island" and build an open large-screen interactive ecology to realize the association between devices, the sharing between content, and the interaction between users. The sharing screen is not only a diversified platform, but also can even provide more possibilities for developers and users as a mini program ecosystem. It fits the background of multi-terminal integration, starting from the specific scenarios of users, providing a new idea for the continuous evolution of the large-screen industry.
GroupM's white paper also shows that 77% of the advertisers surveyed expect to spend more on smart large screens, while most of their shifted budgets come from OTV and traditional TVs. In the author's opinion, the degree of attention paid by enterprises to the large-screen ecology is still not enough, people often think that the native online media is better at doing effects and quantification, but under the support of technology research and development, Kukai technology is also establishing a multi-screen exclusive database by accessing multi-party DSPs and other ways to ultimately achieve targeted resources and improve brand marketing efficiency. As a media channel with good experience, wide coverage, understanding of product efficiency and data, the marketing market of the big screen is far from saturated.