CCTV Vice General manager Wang Xiuyun: New media to create sports marketing opportunities

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

CCTV deputy General manager Wang Xiuyun in "from the Olympics to the Asian Games--2009 China Sports Marketing Summit," said the new media communication platform to create sports marketing opportunities.

She pointed out that in such an era of opportunities and challenges, the success of sports events through the new media, for China and the world's new media development, is a milestone commemorative significance. The sports event brings to the enterprise not only the experience of the event report, through the competition new media dissemination, the Enterprise brand influence also will obtain the remarkable promotion.

Text record:

Distinguished organizers, and all the guests here, good afternoon! I am honored to be entrusted by CCTV general Manager, today we can discuss the topic of Chinese sports marketing from Olympic Games to Asian Games, and CCTV as the most authentic video copyright media platform in China. has been actively concerned about and with customers to work together to plan multimedia integrated Marketing Road, I would like to put CCTV in the Olympic dissemination of some of the experience and cases with you here to share.

Today I am speaking on the theme: from the Olympic Games to the Asian Games, sports marketing new media age. Centennial Olympics, CCTV stand out, 2008 CCTV was fortunate enough to become the Olympic Games in the history of the first broadcast of new media, the Olympic Games so CCTV have the opportunity to let Chinese netizens and advertisers feel the development of new media in China, the Olympic Games so that more people know CCTV, can be said that the Olympic achievements CCTV And CCTV in the new media broadcast of the Olympic Games, also created a lot of historical records. CCTV is the only new media that broadcasts 3,800 hours of all Olympic events, leading and building the largest new media communication platform in history, and successfully implemented the first new media copyright culture protection in Olympic history. In addition, with the powerful Olympic video resources, and Taiwan Network Linkage Advantage platform, CCTV to the vast number of netizens present a perfect and complete the Olympic network feast, while we also created a series of digital miracles, including the opening night CCTV flow to create a historical peak, according to the survey company monitoring shows that At the peak of the moment CCTV traffic reached 506 million times, during the Olympic Games during the daily average visit of 301 million, video live daily average visit to 15.96 million, according to the Dcci Internet Data Center Monitoring report, CCTV Olympic channel per capita access to the market for 1022 seconds, the first in all new media transmission.

2008 is the Olympic year, the International Olympic Committee for the first time in the history of the new media officially into the system of transmission, CCTV as the Beijing 2008 Olympic Games, the only official new media broadcaster, the use of multi-terminal network television, mobile TV, public transport mobile TV and IPTV and other new media platforms, Led the Chinese new media to the Beijing Olympic Games in the full broadcast, report, and achieved a complete success. A total of 231 million Chinese netizens watched the Olympic Games through the Internet, accounting for 89.9% of the total number of Chinese netizens, and the Chinese netizens released the Olympic new media 330多万条, averaging 200,000 a day.

It can be said that in such an era of opportunities and challenges, the success of the new media in Beijing Olympic Games, for China and the world, the development of new media is a milestone commemorative significance. The Olympic Games change the pattern of new media transmission, during the Olympic Games, CCTV has a total of 9 television channels live, recorded the Olympic Games are 1944, 2,715 hours, while the CCTV for 28 major events opened 28 live channels, live the Olympic Games in every game, the cumulative up to 3,800 hours, Shows the advantages of the new media in relation to traditional media. At the same time, CCTV also joined NetEase and other 9 sites to form a joint communication body, then we call the Network Alliance, and with 174 sites jointly promoted, and set up the Olympic history of the largest spread platform, during the Olympic Games, 9 sites covering 90% of the national network users, Daily average page traffic reached 6.329 billion, the daily average number of independent users also reached 138 million people, to achieve the maximum transmission effect of the Olympic Games.

It can be said that the Olympic new media coverage, by hundreds of millions of netizens widely recognized and highly favored, highlighting the new media of comprehensiveness, timeliness, interactivity and suitability and so on the spread of the advantages, but also highlighted the CCTV audio-visual, interactive multi-platform platform advantages, cash media technology, innovative dissemination of ideas, human services, Also enrich the user experience, can say that the Olympic Games greatly changed the pattern of Chinese media transmission, so that more people are accustomed to through the Internet, mobile phones and other multimedia access to information, share feelings, so that more advertisers are accustomed to advertising through the new media.

New Media communication platform to create the opportunity of sports marketing. The Olympic Games brought us not only the experience of the event report, through the new media dissemination of the Olympic Games, CCTV brand influence has also been significantly improved, many advertisers through the close marketing cooperation with CCTV, during the Olympic harvest a lot of surprises. Then I would like to share two Olympic marketing cases.

First, GE as a global partner of the Beijing Olympic Games, because the target audience high-end, cannot make the brand obtains the widespread cognition, CCTV cooperates with GE to promote the demand, advises the customer to have the targeted launch CCTV Olympic resources, maximizes enhances the brand awareness, this proposal obtains GE's approval, and finally crowns the honor Hall, In this column, CCTV network topics, we called the glory of the Olympic Games, champions interview, through the CCTV of such a platform integration, we set up a network of topics and mobile WAP website, and then the topic of the coverage, extend the coverage of its brand, finally GE won the daily average ads click 2.55 million of the promotion effect, In the Olympic Games marketing successfully promoted their brand awareness.

Second, Haier customer's promotion demand is the Beijing Olympic Games during the video of the place has Haier, we suggested that the cooperative way, using CCTV video advantage, in the regular video on a daily basis, Haier exclusive packaging all the video, as well as the player next to set up dynamic flash product image, the two innovative forms of advertising, For Haier to bring the Olympic Games 17 days in the ads clicked 11.96 million times the effect, far beyond the customer expectations. Olympic Opening ceremony, Haier's video box and video every day advertising, through the CCTV 6 live channels embedded, Haier Group Olympic blessing sent to 173 CCTV Alliance website, in addition CCTV for Haier provides a full range of display platform, in addition to 480x360 oversized food box packaging, Also in the Olympic live channel, such as the home page for Haier to provide 13 ads, the Olympic Games 3,800-hour video relay, to the Netizen's information demand has brought great satisfaction, Haier's brand information is accompanied by the spread of the Olympic Games has been widely concerned.

Olympic model reports the Asian Games, multi-terminal platform to seize the commanding heights of marketing, 2009 CCTV has made including the NBA, A, Champions League, South Africa World Cup and other international nearly 20 major events and 11 national games, 16 Asian Games, Vancouver Olympic Games, and the London Olympics and many large athletes exclusive copyright, In addition, CCTV is very honored as the 16th Asian Games in Guangzhou, the official Internet mobile platform relay organization to communicate with you, we will be full of such as the Olympic report accumulated experience, do a good job in Guangzhou Asian Games Comprehensive reporting and publicity work.

According to the scale of the Olympic Games, integration of multiple terminals platform, the Asian Games for new media transmission and dissemination, the current Asian Games thematic channel has been officially on line, on the June 30 Countdown 500 Day, we timely the topic of the channel on-line, in order to tie in with the entire Asian Games publicity and reporting. CCTV will also give internet users through the Asian Games feature channel, will bring more and more netizens, more and more rich Asian Games consulting and video enjoyment. In particular, I would like to emphasize that in the copyright competition, CCTV has always been a good result, such as the June NBA Playoffs in the second round of the broadcast, CCTV created a simultaneous view of the number of people online 820,000, has been recognized by the industry's achievements. CCTV network interactive live broadcast can be timely through the game system, timely release scores, athletes information and game dynamics, netizens can watch the live broadcast, while watching while chatting, sharing games with friends, Exchange comments, CCTV currently can provide 850K and 450K two kinds of video programs, It was recently decided before coming to Guangzhou, and has now been implemented, users can see the HD and SD two quality video, while providing 16:9 widescreen high-definition channels, in addition to CCTV also for users with visual impairments to provide barrier-free website Language Tools services, Make them enjoy the passion of watching games online as well as able-bodied people.

During the Olympic Games, CCTV launched the network, TV Olympic platform, to provide users with 60 live broadcast and three channel channel, attracting a large number of netizens to participate in the Olympic Opening day, the page visits reached 150 million times, this model we will be broadcast in the Asian Games as a network TV Asian Games platform, and continue to promote. CCTV Mobile TV, in addition to providing TV screen video live, the day of the game of micro-video broadcast, we also will be the Battle of the game and the guide to the mobile phone newspaper form push, mobile video can cover 117.6 million of wireless internet users, but also interactive radio, to achieve point-to-point transmission.

CCTV bus TV, can be in the country 30 cities more than 80,000 buses to watch Asian Games, while in Beijing, Shenzhen and other cities KFC, McDonald's store can also be through the TV Asian Games, the vertex push to meet the public in various occasions on the Asian Games games information to watch and demand, According to the latest data released by the China Internet Information Center, the number of Chinese Internet users is close to 320 million, and the huge user market has created unprecedented opportunities for new media sports marketing, providing more forms and choices for advertisers who are interested in sports marketing. At present CCTV with its rich gold tournament resources, attracted a large number of age under 35 years old, monthly income in more than 2000, male-dominated crowd, this batch of audience active high, viscous is also high, interactive, strong purchasing power, is the marketing of the gold audience.

To sum up, CCTV rely on rich competition resources, such advantages, as well as the advantages of multiple terminal publishing platform, will maximize the content value of sports events, for the buyer's market to create a more cohesive, more adhesion to the Internet users gathered, and we jointly multi-terminal publishing platform, mining more new forms of advertising, or other forms of communication, For the buyer's market to create user events video, multiple terminal publishing platform customers such as four integrated sports video marketing circle, to help buyers market brands and products to achieve Cross-media sports marketing.

Finally, I would like to say that NetEase as the official website of the Asian Games, with the Asian Games information, advisory issues of exclusive rights and interests, and CCTV as the Olympic Games broadcast organization, with the Asian Games all the video exclusive copyright, here, we can say together will be all the netizens, All the friends who like and support sports, will also dedicate a wonderful and abundant network feast for everyone here, and provide a broader platform for sports marketing. Thank you.