Cloud-Linked network: Pathfinder for cross-screen marketing

As a basketball fan, Zhang Ping came out of the door in the morning and watched an NBA game on the home TV. After going out on the subway, he used his mobile phone to comment on the game on the social networking site. After returning home at night, Zhang Ping also used his desktop computer to review the highlights of the game. To his surprise, he noticed the same sports brand information in the three different scenes, he noted.

Mediacross Company CEO Jianglan and his team now work every day, is through a lot of technical means, capture thousands of "Zhang Ping", analysis of age, occupation, hobbies and other characteristics, and finally for the brand to provide more accurate advertising services.

After the popularization of the concept of digital marketing, internet advertising and mobile advertising have realized the upgrade from "put there" to "put in front of the person". But Jianglan single-handedly built Mediacross video advertising platform, on the basis of this further, the mobile phone, computer, pad and television and other video screen resources to integrate to obtain more and more massive user resources, as well as the brand to provide a more diversified choice of advertising.

This model has been funded by Shire, Lingdaihong, an angel investor.

Mode innovation

25-Year-old Zoe likes to work with a group of friends to study skin care products, and 27-year-old Ken likes to travel by himself, keen to browse the car brand information. "We can use the Mediacross platform to help advertisers find 6 million Zoe, or 3 million Ken," he said. "They can help advertisers make more accurate delivery of information," Jianglan said, after locking up the marketing target crowd.

But this is only the first step in the Jianglan business plan. After the popularization of the concept of digital marketing, the industry emerges a large number of similar companies, through the study of users on the Internet and mobile terminals on the use of track, to determine their age, gender, occupation, hobby and other information, and then contact the corresponding brand to carry out accurate advertising. Online advertising is no longer just "put there", but began to choose "put in front of the person."

Jianglan is an earlier study of the advertising mode of business, he has founded the digital marketing company, focused on the field of network video advertising. He believes that in the entire Internet advertising industry, network video advertising, although relatively short time, but is the fastest growing category, the future prospects. In addition, in foreign countries, advertising network companies have already embarked on a vertical, professional road, which will also be the trend of domestic advertising network industry.

In the process of operating the company, some new trends in the industry have aroused Jianglan's concern. The first is the rapid popularity of smartphones, which makes the content of the mobile end occupy more and more fragments of users ' time. Second, even after the huge impact from the Internet, television advertising is still The advertiser's most favored mode of delivery.

Jianglan began to think of another business model, the resources of these platforms will be integrated, for advertisers to provide a whole video advertising program. The Mediacross He is now creating is under this kind of thinking.

Cross-screen Marketing

"TV screen, mobile phone screen, computer screen, pad screen, the user in the media spending time, 90% belong to the cross screen." "Jianglan says that only when the products are combined together will they play a real role."

Cross-screen communication can better expand the target arrival rate, while using TV, video and mobile terminals to better reach the target group's arrival rate, while the single media is relatively narrow. In addition, cross-screen can achieve a more macroscopic cross-media media budget allocation. The brand owner or advertiser will no longer need to calculate the complexity of the formula, as in the past, how much of the advertising budget is for television or network, mobile end, but only to consider how to allocate money to different forms of video, the view is more macroscopic.

This mode also implements a cross screen marketing campaign. Different screens, whether in the living room of the television, the study in the computer, or the hands of the phone or pad, a single target user in the hands of different terminals, their use of the crowd may be mediacross of the background system to explore, to achieve across multiple screen marketing. Not only makes the delivery more accurate, but also because of the repeated arrival of the target user to the content of the ads more profound memory.

On this basis, Jianglan and his team designed three products, including online video linkage network, through the coverage of the vast majority of network video users, based on user behavior and with other media to achieve accurate access to the user's personal, family or social group information, so as to optimize the advertising effect. Mobile video networks, according to the different status of smartphones and tablet users, provide a variety of customized ads for each terminal.

"In the future, we will expand the scope of the cross-screen to outdoor and building video, to make use of users more debris time." Jianglan says his business model has also been favored by investors. At present, there are many VC has been interested in this model, and began to negotiate with Jianglan team financing matters.

Superscript

Hitbliss solves the problem that the consumers cannot benefit: the advertisement of the merchant is divided into different kinds of advertisement according to the user's preference, the characteristic of the site, the viewing time and so on, the user can choose the advertisement that likes the brand and want to see actively. This model enables advertisers to know whether their ads are successful and what type of ads users prefer, and that the user buys a movie or TV show in the Hitbliss store by taking the initiative to look at the ads, and Hitbliss to earn The Advertiser's commission and the user's profit on the video.

Comments on the Research Institute of International Business model

Mediacross integration of mobile phones, computers, pad and television and other video screens, to create a cross-platform interactive video advertising platform to break the boundaries of a single media, so that its business model to achieve a breakthrough innovation. Now, borderless has become an important way to innovate business models. In the traditional industries, enterprises or products involved in competition, if you want to break through a market pattern, often need a long time, but if the use of borderless innovation, the possibility of subversion will be greatly improved.

Mediacross across the screen linkage projects, through the borderless innovation, bringing a huge amount of user resources and diversified advertising, indicating that the project in the future development of a good prospect.

But the deficiencies of this project is also obvious, the first is almost no technical barriers, in the industry has similar technology companies abound, there are "striking" hidden dangers. As Zhou says, big companies can easily kill a lot of small companies with the help of their user base and market power, so Mediacross also needs to build their core competencies.

At present, Mediacross has a powerful cloud background, its business core focus on the analysis of IP address and website characteristics, capture user behavior and other methods to help advertisers find accurate target audience, so that the brand from the passive choice to upgrade to active choice. In our opinion, how to upgrade these accurate target audiences to the same group as the interests, interests and values of the enterprise may be an important way to build mediacross core competence.

Second, one of the criteria for a good business model is that all stakeholders benefit. What is the value of Mediacross and advertisers offering to consumers? From the current business model does not see enough to attract and aggregate the consumer's functional interests or emotional rewards, many facts show that in a business model, if one of the stakeholders do not benefit, the entire value chain will easily break. Our proposal is to study the business model designed by Hitbliss.