On September 24, 2021, the 2021 5G Global Home Internet Conference was successfully held, and at the [5G Global Home Internet Conference Main Forum], during the conference, Chen Wei, director of business development of the business department of Huanwang Technology Operators, accepted an exclusive interview with Zhongshi Tech!
On September 24, 2021, the GFIC2021 5G Global Home Internet Conference was successfully concluded in Shanghai, focusing on the landing of home Internet application scenarios in the 5G era and the construction of the Internet of Everything in the home, etc., to explore the impact and changes of 5G on families in the future.
Zhongshi Tech's "5G Global Home Internet Conference" is the only Top event in China that focuses on 5G home application scenarios covering "content, platform, network, terminal, and service" under the background of 5G.
During the conference, Chen Wei, director of business development of the business unit of Huanwang Technology Operators, accepted an exclusive interview with Zhongshi Tech, and shared his unique insights with us based on the future layout of the smart big screen and the real demands of operators.
The scale of home smart large-screen users continues to expand
Zhongshi Tech: "In recent years, the business of Huanwang Technology has developed rapidly, and the IPTV advertising business has also achieved a major breakthrough, what do you think are the main factors supporting the development of IPTV advertising?" ”
Mr. Chen said that there are two main important factors:
The first point: In recent years, the scale of IPTV large-screen users has continued to grow, and the huge user scale has created a good market environment for promoting the development of advertising business.
The second point: Huanwang has been committed to deeply cultivating the family wisdom big screen, and is also one of the few companies in the industry to develop the large-screen marketing business in the field of Internet TV and the IPTV field, and the marketing operation experience accumulated in the Internet large-screen business will also fully empower the IPTV marketing business. Based on the joint efforts of all parties in the industry and the continuous exploration of Huanwang in these two fields, Huanwang's IPTV advertising business has a good foundation.
Exploration and deployment of operators in IPTV advertising services
Zhongshi Tech: "What are the new development trends in the IPTV advertising market?" Are there any typical examples you can share with us? ”
Chen Wei: "At present, the growth rate of the user scale of the IPTV market has slowed down. The original value-added business operations and film and television value-added business operations showed a relatively flat and incremental effect.
In terms of innovative business, new media and operators across the country are considering how to use smart big screens to serve users and meet the relevant needs of local small and medium-sized enterprises. As the scale of market users continues to rise, IPTV participants, licensees and operators in various provinces are also actively laying out large-screen advertising marketing.
In terms of advertising, in recent years, operators are also doing IPTV advertising business exploration, in the construction of IPTV advertising intelligent marketing platform, such as Southern New Media, Jiangsu Cable, etc. have begun the construction of related projects, and related deployments have also been made for advertising operations.
In terms of localization business, such as Tianjin New Media, Shanghai BesTV, Sichuan Telecom, Sichuan Radio and Television, etc., have also made useful attempts on how to serve local small and medium-sized enterprises and how to serve the development of digital villages. “
Comprehensive upgrading of technology, operation and marketing to promote the benign development of the IPTV advertising industry
Zhongshi Tech: "What are the unique advantages of huanwang technology IPTV marketing business development?" ”
Chen Wei: "Huan.com has been in the field of intelligent marketing of Internet TVs for a long time, from the underlying platform support, advertising operations to advertiser development, Huanwang has nearly six or seven years of practical experience, and also accounts for a relatively large share in the share of operating terminals.
In recent years, Huanwang has adopted the method of "front-end and back-end collaboration", "front-end" Huanwang has deeply docked with 1000+ brand owners through the national marketing center to carry out relevant business development, and the "back-end" has been supported by a research and development team of more than 60 people, and at any time according to the advertiser's delivery demands, it can improve the platform capabilities to solve related delivery problems and further meet the needs of advertisers. Therefore, in terms of capacity building of intelligent large-screen marketing platforms, Huanwang has always been at the forefront of the industry.
In the IPTV market, Huanwang relies on the experience in operation, market development and technology accumulated by the large-screen intelligent marketing business for many years to efficiently empower the business development of the IPTV market. However, there is a difference between IPTV and the Internet TV market, and the IPTV intelligent marketing technology system should not only meet the needs of large-screen intelligent marketing, but also in accordance with the requirements of national policies, operator security broadcast control, third-party monitoring, and IPTV media attributes, localized small and medium-sized enterprise grid delivery, etc., to do customized upgrading and transformation that meets the characteristics of regional business development.
The number of terminals accessed and operated by Huanwang in the field of intelligent marketing has increased year by year, and has now exceeded 100 million, while the IPTV marketing business is also expanding nationwide, after the continuous publicity and communication between Huanwang and advertisers, many large brand advertisers have begun to recognize and notice that IPTV advertising is placed in this market. In the later stage, Huanwang still needs to work harder to solve the problems of related investment shortcomings faced in the IPTV market, and these problems also need the joint efforts of all parties in the industry to be better improved, so as to promote the industry to usher in better development."
Smart big-screen advertisers are in a state of reflow
Zhongshi Tech: "Regarding the trend of Internet advertising traffic terminal transfer, how will the advertising business of Huanwang Technology be laid out in the operator market in the future?" ”
Chen Wei said: Huanwang has been committed to smart big-screen marketing, from the technology platform, operation system to marketing system construction have accumulated rich experience.
As a mainstream media platform, TV screen has always been an important media channel for advertisers to advertise. At present, mobile Internet traffic tends to be flat but the price is constantly rising, but the family scenes and the number of users covered by the family intelligent large screen have been rapidly improved, coupled with the high visibility of the large screen, high credibility, strong interaction and other characteristics, the intelligent marketing and traffic business of Huanwang has maintained a relatively rapid growth in recent years. It is not difficult to find that advertisers in the smart large-screen market are in a state of reflow.
In the environment of rapid change in the media environment, if many parties can reach more consensus, it can accelerate the return of brand owners, which is also where Huanwang still needs to continue to work hard.