Admaster The first cross intelligent four-screen research report

China Securities Network (reporter Langzhen) in 2013, a number of internet companies in the country have entered the field of Intelligent TV/box, making the entire video industry began to enter the computer, mobile phones, ipads and smart big screen terminal "multi-screen linkage" era. Recently, the independent third party digital marketing large data Solution provider Admaster (Jing Shuo technology) United Video Network (300104, shares bar) released the industry's first on multi-platform, multiple advertising forms of "intelligent four-screen linkage" delivery effect of the difference and optimization of the relevant research. This research is also the first domestic market research on the user attribute and advertisement effect of the intelligent big screen terminal, Admaster first adopted the advertisement Effect index model, aiming at the four-screen linkage to carry on the advertisement effect and the media value appraisal market research and the analysis. The study aims to understand the differences in user attributes and usage habits of desktop computers, mobile devices (mobile phones and tablets), intelligent large-screen terminals (Smart TV/box), and other media platforms through research and analysis of different platform users. Single platform and cross-platform advertising effect difference and single form and cross form advertising effect difference, etc., to help advertisers understand the industry's latest smart four-screen linkage concept brings the best advertising effect and advantages. Different platform user attributes exist differences, intelligent large-screen end users high value. Compared to PC end, mobile phone and pad end, intelligent large screen terminal has a high degree of education, high-income, high position of the three high-quality users, its user base is mainly concentrated in between 25-44 years old, accounting for up to 88%, a monthly income of more than 46% users, executives and business owners accounted for more than 36%, is a consumer market "Main force". Intelligent large-screen end users more focused research report points out that there are some differences in the purpose of browsing video for different platform users. Its main contents are: Films, TV dramas and entertainment programs for comprehensive arts. But the intelligent big screen end user has the view content more extensive characteristic, their preference for sports programmes, video-specific carousel content, documentaries, web-made programs and music programs is higher than other platforms, reflecting the increased demand for relaxing recreational entertainment programs. In addition, in the user to the multi-screen view of the length of the study, but also found that the user for "smart four-screen" to watch the length of more than 1 hours. Among them, the longest viewing platform is the intelligent large-screen terminal, smart TV/box users are nearly 3 hours long, which can bring the advertisers a higher user stickiness and loyalty. In the user to each platform use process, the Intelligent big screen end user's media involvement degree is highest. The platform users are more focused on the viewing content, on the other hand, the introduction of smart big screen terminals, make up for the traditional platform advertising "noise" interference, but also means that advertisers more effective to capture the "eyeball" approach. Intelligent big screen Terminal King screen advertising effect research report that the smart big screen terminal to use more superior product performance and richer soft content, for users to bring more superiorExperience, which also increased the user's use of the platform stickiness and media involvement. Smart big-screen terminals have more powerful user influence than traditional TVs, computers, mobile phones and ipads, in an experiment that evaluates ads through a single platform. Through further research found that compared to a single platform advertising effect, the user is "smart four-screen linkage" mode of advertising, the ads mentioned in the product's favorite degree, the recommendation will be stronger, the purchase will also be greater. Advertisers in the advertising campaign to "smart four-screen linkage" approach to improve the advertising environment, the release of advertising potential, maximize the effectiveness of advertising purposes more effective.