On April 11, Gouzheng Technology released the "2023 China Home Smart Large Screen Industry Development White Paper" released at the 5th China Smart Large Screen Industry Development Summit, revealing a strong message: the value of large screen depressions.
The specific report mentions that in 2023, IPTV users will reach 401 million, OTT users will reach 326 million, and the household penetration rate of connected TV (IPTV+OTT) after deduplication has also been as high as 94.13%, the household penetration rate is nearly 70%, and the average daily boot rate is 52%, which means that half of the family users have to turn on and use TV every day.
This allows us to see: "In 2024, the large screen is still one of the few traffic depressions at present".
Why, let's start by comparing a set of data.
Smart TV subscribers grew 3.3% year-on-year, and mobile devices grew 2.4% year-on-year. It can be clearly seen from this that now, in the case of slowing down the growth of mobile terminals, the large screen can still maintain a good growth rate.
The big screen is still growing
How do you see its value?
From fragmentation to dust, the media is constantly being deconstructed, the mobile dividend is being exhausted, and the competition for consumer attention has also changed from "quantity" to "quality". "Quality" can be high-quality content and high-quality scenes on the surface, and at a deeper level, it can be understood as the degree of recognition and touch of the audience.
High-quality content and large-screen marketing that reaches many people on one screen are killing a way of multi-media linkage centered on OTT from the chaotic stock competition. Whether active or passive, large-screen marketing has become the focus of marketers.
Specifically,Combined with the beginning,From the perspective of geographical coverage,The first-tier market has reached86%,The fourth-tier and below markets,It has also reached60.6%;From the perspective of user age,39The penetration rate of young and middle-aged people aged and below is80%,The use effect of the elderly has also reached72%Penetration。
The growth rate reflects the macro trend. Then, the daily active and usage time can be more intuitively compared with the current user usage, and we will compare the three sets of data specifically.
The monthly arrival of Internet users on networked TV (smart TV + IPTV) is 80%, and the average daily viewing time is 4 hours and 10 minutes;
88% of the monthly number of social media (short video) netizens reached the site, and the average daily usage time was 2 hours and 31 minutes;
The monthly reach of mobile phone long video netizens is 65%, and the average daily usage time is 1 hour and 52 minutes.
Compared with the arrival of netizens in the month, networked TV is about the same as the most active short video social media in our cognition, and it is 15% longer than the mobile phone. Measuring the average viewing time per day, the advantage of connected TV is even more obvious, almost twice that of short video.
A longer average daily time spent means a deeper connection between the audience and the platform, which is a more effective reach for brand owners.
In the life scenario, when users use short video social media apps or long video apps on mobile terminals, it is very likely that they will quickly swipe away when they swipe ads, or they will quit impatiently. In the large-screen scenario, the cost of skipping ads will be greater, you need to sit up first, find the remote control, and then use the buttons to control the precise progress bar to prevent missing the wonderful content, so many users will not skip large-screen ads.
In addition,Yan Chengjiang, chief customer officer of Gouzheng Technology, also mentioned a very important data when interpreting the report,That is"Only the stock market still has 200 million replacement space",The vitality of the large screen is not only new,It also comes from the new,There is a ceiling for growth,But the new can be infinitely iterative。
Large-screen marketing has been the object of attention in recent years, but it is especially worth paying attention to in 2024.
First of all, large-scale public events will make the value and usage time of large screens, as well as stickiness improve and break through again.
This year is a big year for sports, the Olympic Games and the European Cup, which are held every four years, have already become a media spectacle, the World Table Tennis Championships, the Figure Skating and Speed Skating World Championships, and the Wimbledon US Open and the Australian Open have also gained more and more attention with the entertainment and commercialization of sports.
In such a landscape society, the audience will join any large-scale event autonomously, and one of the most important media connecting the event and the audience is the big screen. During the event, the large screen also expanded from families to various offline scenes, such as bars and restaurants, and the audience reached increased exponentially.
According to the data of the white paper, during the Beijing Winter Olympics, smart TVs reached 45% of the audience, 23 CCTV Spring Festival Gala, the proportion of viewers reached during the Spring Festival was as high as 67%, and the cumulative opening rate during the 2023 National Day Golden Week could reach 78%.
Second, the continuous growth of OTT overseas markets may bring more possibilities to overseas enterprises.
Last month, Digital TV Research released its North American OTT TV and Video Forecast Report, which shows that North American OTT TV series and movie revenue will reach $100 billion by 2029, up from $81 billion in 2023. The U.S. will contribute $16 billion from the $1.9 billion in additional revenues, with Canada supplying the rest. By 2029, U.S. revenues will reach $92 billion.
The South Korean government said at the Industrial Integration and Development Council on March 13 that it will provide domestic OTT content to overseas artificial intelligence (AI) FAST channels (free-to-play, ad-supported streaming TV), and will also support co-production with overseas companies to expand competitive content to overseas markets.
For many companies, this year's keywords must go to sea, especially for some advertisers, who have transitioned from products to brands, high-quality brand advertising is an effective starting point for them to quickly open up the market overseas, establish a brand image, and occupy the minds of consumers, at this time, large-screen marketing is particularly important.
Finally, under the escort of policies, OTT has ushered in clearer and more transparent growth and better user experience this year.
Last year was a big year of shock for the big screen. 2023year,April 10day"Work Plan for Governing the Problem of Smart TV "Matryoshka"-style Charges and Promoting the Standardized Management of Internet TV Transmission Order" was promulgated, determining that OTT management authority will be transferred from the manufacturer to the licensee;In May, a working group was formed to conduct extensive research;In August, the first phase of TV governance work was launched;By the end of the year, the phased goal will be completed。
2024 will be a new year for the OTT industry, after rectifying a series of indulging in nesting doll fees, consumers' recognition of the large screen has also increased significantly, according to industry research data, by the end of 2023, the number of cable TV and IPTV payment users nationwide will increase by 500W. Viewership is on the rise overall, with live channel viewership activity increasing by more than 10%.
Cross-screen marketing
Solve the problem of "data tracking" with people first
Now, we need to focus on the big screen, but we can't just focus on the big screen. If large-screen marketing is a single weapon, then cross-screen marketing is a combination type, from large screen to small screen to multi-screen, cross-screen marketing on the one hand means the opening of global operations, on the other hand, it means the realization of data traceability.
Global marketing is something that every marketer has been thinking about in the past two years, whether it is the linkage of public and private domains, or the connection between online and offline, it is all about the integration of users. People are the core of global business and the core of cross-screen marketing.
According to the "2024 Cross-screen Marketing Guide" jointly launched by Gouzheng Technology and MMA, advertisers now have a large and complex media network, as well as marketing touchpoints in various forms and scenarios to communicate with consumers. The core of cross-screen marketing is to be closer to the concept of people-oriented marketing. It uses personalized marketing strategies around the individual consumer in different media, so that the brand can match the characteristics of the target audience in terms of how the message is formulated, delivered and when.
The underlying logic of cross-screen marketing and global operation is the same, which is to focus more on the consumer behind the screen and integrate their information, rather than being limited to the device.
Cross-screen,In essence, the terminal is opened,OPPO mobile phone is cross-screen、Xiaodu smart screen is also cross-screen。
Jia Jia, the person in charge of Xiaodu's AI marketing strategy, gave this point of view when talking about people-centered: "In the past, marketing was that the brand talked about the user listening, and the user passively accepted. However, in the age of AGI, brands and users can achieve real two-way interaction. For example, in Xiaodu, users can continue to have in-depth communication on brand topics and products that they are interested in, and even emotional companionship, to establish in-depth communication between users and brands. ”
The core concept of OPPO advertising is also user-centric, balancing user experience and business value. Xiang Weihua, head of OPPO's Internet customer operations, gave an example at the conference: "When users come to the airport, the terminal can recommend flight information, taxis, hotel reservations and other services to OPPO's desktop ubiquitous service cards, fluid clouds and other scenarios through AI algorithms, intent recognition, big data and other technologies." These services are distributed to users in the way they are needed most and where they are most appropriate. For OPPO advertising, linking customer service with user needs is the essence of long-term user management. ”
Then, another problem solved by cross-screen marketing is data tracking, which has also been a pain point for marketers for a long time.
As mentioned at the beginning, the media has become dusty, and although there are more channels for consumers to reach advertising, this has caused the consequence of the decentralization of consumer data, resulting in a bunch of empty data application efficiency is very low, and it is difficult to maximize its value.
Integrating data from all links to achieve full-link attribution, opening up consumer identification to achieve targeted marketing, and building cross-screen and cross-media effect evaluation standards have become urgent problems for marketers to solve.
As Fang Jun, the founder of Shujian Consulting, shared at the conference: We are increasingly entering an era of fragmentation, including different media forms, channels, and platforms. It's getting harder and harder to get better quality data. So in this case, the attribution model at the ID level is still very important in the current environment.
Liu Bing, Chief Growth Officer of Huanwang Technology, also mentioned that evaluation is a very important aspect in the actual operation process: "Customers will judge whether the advertisement is suitable and whether the effect is satisfactory, so at the level of data dimension, a big data company like Gouzheng is needed to provide comprehensive effect evaluation." Therefore, the original simple brand exposure can also see the transformation of after-effects, and can provide refined data dimensions. ”
Gouzheng's unique Uni-ID cross-screen connectivity capability and Safehouse multi-party security computing platform can provide customers with comprehensive and in-depth cross-screen consumer media behavior analysis, multi-screen advertising effect evaluation, content performance evaluation, and comprehensive evaluation of online and offline conversion effects.
Even in today's fragmented environment, there are still some solutions that have achieved cross-screen data integration. Gouzheng uses standardized data tools to achieve pre-investment insights, in-investment traffic operations, and post-investment cross-screen effect evaluation for brands to achieve cross-screen marketing.
Before cross-screen marketing, it is necessary to analyze the overlap of cross-screen and cross-media traffic users, rather than staying in the independent planning stage of marketing for each media and each end, so as to give the optimal solution.
In cross-screen marketing, it is necessary to operate around the consumers themselves, integrate the data of consumers at all ends, and adopt more personalized marketing methods, rather than judging only based on the characteristics of a single "device".
For example, a maternal and infant brand makes a request to carry out cross-size joint strategic delivery of traffic (including large and small screen traffic) accessed through the DSP platform, and realizes it through joint frequency control, which is a real and effective "consumer" core frequency control to improve the efficiency of traffic utilization. Hook correction to provide a solution, UA 1+ Reach increased by 15%.
In the post-investment direction, through people-oriented data integration, the calculation of media reach and overlap rate can scientifically and effectively improve the accuracy of brand reach measurement. Further open up performance data, clearly evaluate the contribution to the conversion effect of each media, so as to formulate media choices that are more suitable for the target group, so as to optimize budget spending and improve ROI.
In addition, AI Xiaoyou, a large language model equipped with marketing expertise and databases, also released by Gouzheng Technology, can also integrate the latest cross-screen marketing practice cases through Q&A interaction to provide marketers with deeply adapted solutions. As an intelligent marketing assistant, AI Xiaoyou supports interrogation of cross-screen data applications, cross-screen marketing trends, and over-the-top (OTT) TV drama ratings.
The latest imagination of OTT: skits, AI
At the strategic level, we talked about why it's worth doing with large screens and multi-screens, and at the tactical level, we specifically discussed what the latest market and technology changes can help OTT do.
From last year to this year, the two hottest words are nothing more than skits and AI, and Morketing has seen some different insights at the Smart Large Screen Industry Development Summit.
For example, in the 40 billion short drama market, can the big screen get a piece of the pie? The answer is that it is completely possible, and this is the best time.
In our mainstream cognition, the viewing scene of the short drama is limited to the mobile phone, a mobile phone, a few minutes long, melt some cool stalks, and make people secrete dopamine in minutes.
These seem to be in conflict with the emphasis on high-quality large screens, but the reality is that short dramas are going through a stage from barbaric growth to high-quality development, just like the high-quality online dramas back then, entering the game at this time is to seize the opportunity. With the improvement of content and picture quality, skits are bound to no longer be confined to a few inches of mobile phone screens, but need a larger "stage" - a large screen.
As Ling Kehua, CMO of Fengxing Online, said: "Whether it is user demand forcing content to be high-quality, or the regulatory authorities are vigorously supervising, high-quality is the only way out." For short plays, they also need to be redefined. Short dramas are not low dramas, short is just a form of expression, not quality, and not a result. In the post-skit era, big-screen admission is just a touchstone, and good content and multi-channel will never go out of style. ”
Short dramas are a new content carrier for large-screen marketing, and a new branch on the tree, and another keyword, AI, is the foundation of the tree.
Yang Kun, a professor-level senior engineer at the China Academy of Information and Communications Technology and chairman of the Interactive Media Standards Promotion Committee of the China Communications Standards Association, mentioned in his speech on "Solving the New Future of Intelligent Media - The Impact of AI & Big Data on the Whole Media and Industry": "The AI era brings systemic changes, rather than simple function superposition, and the application of "AI+" will promote the all-round progress of large-screen audio-visual media, which will also bring new reshuffles and new opportunities. ”
At the application level, the biggest impact of AI can be summarized in three key words: efficiency, immersion, and personalization. In the "StoryStorm" Al content community initiated by Song Donghuan, the process of AI short films is basically divided into four steps: writing a story, storyboarding, drawing videos, editing and dubbing packaging. Video per minute for personal creation = 10 hours of work, video per minute for commercial projects = 50 hours of work. Compared with the traditional film and television industry, which often invests millions of dollars, AI short films not only reduce economic costs, time costs, but also reduce communication costs.
Ali Da Entertainment, the application of AI is not only in our more common digital human, AIGC video, but also in the field of virtual immersive shooting. Zhang Yingchun, planning director of Youku North China, said, "At the filming site of the super drama "Qingming Riverside Map Password", we built a giant LED screen with a height of 10 meters and an arc length of 52 meters, showing the picture of snow falling in the sky, and the real scene in the studio together to form a visual effect of virtual and real integration, bringing users a more high-definition and immersive viewing experience, especially on the large screen, which is more shocking." ”
AI makes the large screen more immersive, not only in the perception, but also in the life scene. A friend of hers who often travels on business trips, but wants to spend time with his young children, made up a lot of code, connected to the large-screen TV at home, and transmitted the scenery he saw outside and the interesting anecdotes he heard to the big screen at home in real time. Later, he found that this kind of immersive companionship inadvertently allowed the child to absorb a lot of information that he absorbed outside. Through AI, the large screen is deeply integrated into the family.
Personalization is actually the more difficult part of the large screen,Because one screen is facing multiple people,How to make the large screen also personalized?At this time, the value of AI is highlighted。
Shi Lan said: "Now with AI, we can be more diverse in terms of the granularity of information, the frequency of content presentation changes, and the way of interaction, so as to link more personalized interaction with the large screen." ”
In the near future, AI will inevitably be applied to every device.
As Ma Tao, associate professor of the School of Advertising of Communication University of China and expert consultant of MMA Intelligent Media and Terminal Marketing Innovation Committee, concluded at the end of the conference: "We have been practicing the practical actions of AI and big data to empower intelligent terminal marketing. We are not only the practitioners of intelligent terminal marketing, but also the application of terminal technology, the designer of terminal user experience, and of course, the witnesses of history. ”。
Just like the advent of the Internet era, the AI era has come, which is the future of large-screen marketing that we can glimpse.
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