On December 1st, 2016, LeTV's Big Screen Magic Business School - Offline Salon was held in Beijing's Danzi Pavilion to open its first show in Beijing. This is the first time for the deep communication of large-screen marketing content after the LeTV 2017 resource promotion meeting. At present, LeTV's big screen ecology has entered a comprehensive profit stage. Wei Zhiwen, general manager of North China Direct Sales, Liu Jian, Senior Planning Manager of Leshi Commercial Products, Yang Xiaoling, Marketing Director of Nielsen Network, and Wang Kaihang, General Manager of AdMaster Beijing Office, attended the salon to elaborate on the marketing value of LeTV's big screen and received the brand owners. Unanimous recognition.
Quick access to users - LeTV big screen successfully created the first entrance to the home Internet
After the opening, Wei Zhiwen, the general manager of North China Direct Sales, took the lead to give a welcome speech. Subsequently, Liu Jian, the senior planning manager of LeTV's commercial products, delivered a speech on the theme of “breaking the boundaries and standing in the blueâ€, from the OTT industry “big visionâ€, LeTV OTT development and cooperation “very different†and OTT monitoring And the effect of "big difference" on the LeTV big screen ecological marketing value.
According to official data, from the listing on July 3, 2013 to the end of October 2016, LeTV Super TV has sold nearly 9 million units, and will soon enter the top three of China's TV sales, becoming the biggest dark horse in China and the global TV industry.
Liu Jian, senior planning manager of LeTV's commercial products, said, “As an eco-TV, super TV reconstructs TV value, creates a new big-screen Internet lifestyle through ecological operation, fully releases user value, and continues to lead the industry development trend. User-centered The era of family scene marketing has arrived, and LeTV is already the first entrance to the home Internet."
Efficient operation of high-quality users - full analysis of Leshi large-screen user portraits
What kind of people are users in front of Super TV? Who is the audience after the brand has placed the advertisement? With this series of questions, Nielsen Network Marketing Director Yang Xiaoling released the "White Paper on the Ecological Development of China's Family Big Screen Industry in 2017", from the advantages of smart TV advertising, LeTV super TV users and LeTV user value. Come to the data analysis results.
Nielsen Network Marketing Director Yang Xiaoling
LeTV super TV users show the structure and characteristics of youthfulness, high level of education, high income level, keen interest in leisure and entertainment activities, love online shopping, and show a high trend in the attention and conversion rate of LeTV.
Among them, LeTV users have the highest proportion of advertisements when they start up, which is 66.7%, followed by advertisements related to on-demand video playback, whether it is an advertisement that appears before the video is played, or an advertisement when the video is paused. High attention. LeTV users have a younger age structure and will pay more attention to high-tech industries such as digital products, household appliances and auto supplies than Internet TV users, and also have a high purchase conversion rate.
In addition, Nielsen Network will provide technical support for LeTV. Through SDK2.0 monitoring technology to solve DAR cross-screen de-weight, large screen to people, accurate city positioning and other industry problems.
The realization of advertiser value - LeTV big screen fully release user value
LeTV's large-screen user value and marketing value will surpass OTT TV and will open the next new media era. In order to fully release the user value and activate the super TV marketing value, LeTV has created marketing resources such as scene entrance advertisement, super carousel channel, smart desktop advertisement, traditional OTT advertisement and ecological innovation cooperation on the super TV side. The five major advertisement forms are realized by the brand owner. Marketing value provides a rich and efficient way.
According to Le Shi Liu Jian, the scene entrance advertisement mainly includes three categories: boot advertisement, screen saver advertisement and shutdown advertisement. It has the characteristics of user identifiable, 100% touch and exposure controllable. In the past year, LeTV has joined forces with Vipshop, Dior, Mercedes-Benz and many other brands to create one successful marketing case and won the marketing industry award.
In the monitoring of smart TV advertising effects, Wang Kaihang, general manager of AdMaster Beijing Office, said in the speech entitled “Smart TV is entering the correct posture of multi-screen marketingâ€: “From the perspective of advertisers, smart TV costs are more elaborate. The cost of households and the cost of people is lower than that of traditional TVs. The popularity of smart TV users, the willingness to recommend, and the willingness to participate are obviously improved."
Wang Kaihang, General Manager of AdMaster Beijing Office
LeTV has screened the mainstream OTT hardware with the most secure third-party SDK, and monitored the monitoring from CTV to human KPI through TrackMaster and the unified indicator of cross-screen evaluation, GRP/Reach. Based on the cross-screen analysis of the real device relationship, the family group IP is identified, and then the individuals in the same household are identified. Open home scenes and outdoor scenes, and perform cross-screen analysis and retail attribution of homologous samples to help advertisers achieve deep results analysis.
Wei Zhiwen, general manager of North China Direct Sales, interacts with customers on the spot
At present, LeTV's large-screen ecological innovation has enabled LeTV's eco-marketing to continue to increase its code, becoming the most market-oriented platform in the industry, and has attracted more than 200 well-known brands at home and abroad. The daily average operating rate of LeTV Super TV is 65%, the average daily startup time is 5.58 hours, and the average weekly on-demand time is 21 hours. The user activity ranks first in the industry, and the intensive users are carefully cultivated through the five major marketing cooperation models to continuously create innovative products. Eco-services, cultivating users' payment habits on Super TV, fully releasing user value, has shown a virtuous circle. In the future, LeTV's unique and sustainable “big screen eco-service operator†model will continue to lead the industry's development trend through eco-operation to create a new big-screen Internet lifestyle.
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