CCTV 2014 advertising bidding main push the new media marketing

The annual CCTV AD tender will remain lively. However, in the face of the impact of new media on traditional advertising business, CCTV in the Chinese advertising market for 20 years has also had to start "compromise."

Yesterday (November 18) held in 2014, the CCTV Gold resources advertising tender, the new media become the main push products. CCTV Advertising Management Center deputy Director Haiming Public said this year launched 67 new media products to achieve corporate TV screen and computer, mobile phones and other multiple-screen, multi-channel communication interaction.

In this respect, brand strategy expert Li Guangdou told the Daily Economic news reporter, the new media has become CCTV's biggest competitor, although the 2013 CCTV advertising total bid for a new record, but its growth rate is 4 consecutive years of deceleration.

"CCTV is now the idea is to eat large fish, small fish, in order to ensure the stock market at the same time, by attracting small and medium-sized enterprises to cultivate their incremental market." Marketing expert Li Zhiqi said.

The proportion of advertising site tender is reduced

CCTV Gold Resources advertising bidding is hailed as "China's economic vane" activities, each year to constantly be refreshed the amount of the winning bid to stimulate the public's attention. However, this year, CCTV did not open the total amount of the bid, only that the CCTV 2014 total tender signing has increased steadily, more than 2013 years.

It is understood that in order to avoid vicious competition, larger overall value, CCTV reduced the proportion of on-site tendering, most of the high-quality resources such as "News network prompts to watch ads", "focus of interview ads", 19 points "news broadcast combined advertising", 22 points "the whole point of news and the combination of advertising" and "Weather 1+1 ads" had already been subscribed in advance.

In this respect, some people in the industry said that the November 18 day figures, also no longer representative.

According to Haiming, September 17 to October 31 in the pre-sale phase a total of 178 resources were subscribed, together with the on-site bidding of more than 200 products, far more than last year's number of media products 99.

According to Li Guangdou, from the atmosphere of the tender meeting scene, entrepreneurial enthusiasm has not been reduced, but the change is obvious, advertisers are more interested in sponsoring programs than the normal period of advertising, "Chinese character dictation Congress", "I want to go to the Spring Festival Gala" and other programs have been very much sought after, the increase in advertising a large margin.

It is noteworthy that this year, CCTV launched 67 New media products, said it will meet more different sizes, different types of business needs.

It is understood that 2014 CCTV will fully implement the new media strategy, integration of cctv.com and cntv.com resources, the introduction of nearly hundred directional Interactive integration program, effectively complement the traditional TV audience coverage. will also launch two main mobile phone-side games, leading the traditional TV screen and mobile terminals in-depth interaction. In addition, the World Cup and other advantage resources of the full media copyright, so that CCTV become a major event the only new media entrance, focus on young audiences.

In this respect, some insiders pointed out that CCTV also needs to deal with the challenges of new media, in addition to portals and search engines, social media will also cause television audiences to the new media migration. With more flexibility and interactivity on the web, more and more young people are leaving the TV screen, and they are more than happy to watch TV shows, TV dramas, and get information on the Internet.

Li Zhiqi that these choices through the network to watch TV group size has accumulated to a certain degree of commercial value, CCTV needs to integrate this part of the resources, the future may become a CCTV business growth point.

The new media marketing of the main pusher

CCTV added 67 new media products, in addition to events, programs and other activities of the website activities of marketing, the main push is the 2014 "CCTV has the ceremony" full media interactive marketing electric business version.

It is understood that "CCTV courtesy" is a mobile phone app through the interactive way, the audience will be in the CCTV golden time to see the app icon on the screen, through the sound search function, search for corporate advertising, will have the opportunity to obtain corporate promotional incentives, to see ads from passive behavior into active behavior, Translate the ratings into actual sales.

And for "CCTV courtesy" of the Electric business version, CCTV said it will use its gold resources, to TV two-dimensional code trigger full network interaction, directly to the TV viewers into the flow of electricity, the overall drive to promote the sales of electricity dealers. For the broadcast period, CCTV selected the Spring Festival, National Day, "double 11" and "double 12" four time periods.

CIC Consultant researcher Zailing said that the purpose of CCTV's new media marketing is to further promote the development of the electric business. "CCTV courtesy" for the full media interactive marketing, through the traditional media and new media, will further release the potential of the electric business.

However, the effect of two-dimensional code marketing has not been recognized by the industry. Eric Consulting analyst Ding Jiaqi that, through the mobile phone scan two-dimensional code jump to the shopping site, this way will not give the electricity business enterprise traffic to bring about how much promotion.

Li Zhiqi said that the CCTV audience characteristics doomed this way will not be too successful, middle-aged and older viewers to use the habit of two-dimensional code is less, and young people do not need this two-dimensional code to link.

However, compared to the tens of billions of dollars in the name of advertising, 45 frequency of the electric business version of advertising, 15 seconds in the price of 1.5 million yuan, and 30 seconds in the price of 2.7 million yuan.

"This price is still very cheap, some of the CCTV not prime time segment of the advertising price than the portal also preferential." "Li Zhiqi said.