Internet companies play TV marketing cards

CCTV's Snake Spring Festival Gala, Millet Technology CEO Lei dressed in a dark suit, sat down to the scene. Sketch "Want to jump on the jump" a baggage after shaking open, the lens cut to the scene audience, Lei is showing a reserved smile. Although the lens is a flash past, but the careful audience recognized this often appeared on the internet face. The whole party down, some people count, lei total photogenic four times.

It is understood that sitting in the Spring Festival Gala Auditorium was "close-up shot" aimed at the business people, mostly the spring Festival evening advertising customers. In the spring night of 2009, Baidu CEO Robin Li's close-up shot of up to seven or eight times, in order to obtain the Spring Festival Gala exclusive sponsorship, Baidu hit a huge sums of 47 million yuan.

As early as October 2012, CCTV 2013 Gold resources advertising online bidding, after the news, Millet Technology won the CCTV Spring Festival Lunar New Year package ads. This is millet for the first time to participate in CCTV advertising bidding, also means that the local mobile phone brand will be the first time to catch the Spring Festival Gala promotional Express. February 9, 2013, around 19:57, CCTV set of a broadcast of millet mobile phone 16 seconds long, called "Hey Hei" ads, the content of young people as the performance of the main body, with "Hey hei" sound throughout.

Millet technology is a mobile internet business operations Company, founded in 2010, first launched the Android based mobile phone operating system MIUI, after the release of its first mobile phone in August 2011. And many of the local mobile phone brands are different, millet technology prior to the promotion of the main focus on the Internet and other new media channels, the money hit on TV, this is the first time.

In fact, the Internet companies that appeared on television during this period were far more than millet technology. The Spring Festival gala more than 10 minutes before the time, the audience in front of the TV to see the odd Tiger 360, Jingdong Mall, Cheetah Browser, Tencent, Suning easy to buy, Gome online and other large and small internet companies to battle. Internet companies collectively occupy television screens, reminiscent of the wave of ad spending by internet companies around 2000.

2012 CCTV Spring Festival Gala played a "0 advertising" commitment, and in the Spring Festival evening broadcast before and after the full advertising time, this has become a golden period of contention. Before the Spring Festival Gala is mainly liquor, food and other fields of advertising gold, and the snake of the Spring Festival Gala is to see the Internet enterprises gather together the financial resources and ambitions.

Big and small companies play different

Spring Festival evening before and after a brief appearance is very expensive, millet technology will be the auction of the Spring Festival Lunar New Year advertising suit to maximize use.

As early as in January, CCTV launched the Spring Festival Gala trailer, there is the implantation of millet ads: Olympic champion Sun on the subway with Millet mobile phone and family video calls. Later, the Spring Festival Gala response to this, but also admitted that the millet mobile phone and the other two brands are indeed implanted ads.

February 5, Millet technology is through the official website and micro-blog announced in the Spring Festival Gala Advertising News, and launched the Spring Festival evening ads trailer. At the same time, millet technology also launched the "see ads, got 100 millet" micro-blog activities, said the New Year's Eve will be a lottery through the way to send out 100 millet mobile phones. February 7 afternoon, many millet mobile phone users received a message to remind: "The millet mobile phone" hehe "ads will be on the New Year's Eve CCTV gala 3 minutes before the premiere." ”

In the snake before the Spring Festival evening broadcast ads of the Internet companies have nearly 10, in addition to millet technology, other companies in the Spring Festival Gala Advertising Arena, also each of the fists, as far as possible to play their own characteristics.

Continue before the "affection chapter", "Brother", the giant Tencent in the Snake Spring Festival gala launched the "Love" ads continue to focus on emotional cards, and in the "communication closer distance," the theme of the same. The five-minute-long brand advertisement touched countless TV viewers with the most cherished sentiments of the Chinese. And the communication tools presented in advertising, in addition to QQ, there are currently hot micro-letter. For the rapid growth of the user's mobile Internet products high-profile publicity, undoubtedly demonstrated Tencent's 2013-year market strategy.

And in the Spring Festival before the aid of the use of tickets to occupy the Limelight Leopard Browser, this is also the homeopathy grabbed the CCTV Spring Festival Gala Advertising Opportunities, this is its first television ads. Although only a short period of five seconds, but closely followed the pace of marketing, with the audience familiar with the Chow classic voice voice, "ticket fast, faster online," the propaganda, not only the full performance of the propaganda intent, but also in the last second of advertising to set aside the time "ah hehe."

The Qihoo 360, which has been plagued by negative news, has also smashed 15 seconds of advertising on its mobile Internet product-360 mobile phone guards during the gala. At the end of January 2013, first the State administration of Industry and commerce public "administrative caution", said that the use of monopoly advantage, through incompatible, difficult to uninstall and other means to prevent users to install other software, and so on, leading to Qihoo 360 share price fluctuations; then plunged into its app by the Apple Store next storm. It is said that Qihoo 360 is a temporary decision to launch the Spring Festival evening advertisement, and pay a high price of 50 million yuan, to obtain this valuable time.

In fact, it is not the first time that a group of television programmes has been broadcast in the Internet. 2012, the big guys are crowded on the job recruitment program "Not You Mo", sometimes only to recruit a small clerk, but also sent handsome beauty stand on a dating program "not sincere don't disturb", the lights out after the whole body and retreat.

The effect is difficult to quantify

From 1983 onwards, the Spring Festival Gala has been accompanied by Chinese New year. According to the CCTV Sofres CSM45 rapid monitoring data show that 2013 CCTV set of the Spring Festival Gala 11.362, the lowest in recent years. Although in recent years the ratings and influence has declined, but for advertisers, the Spring Festival gala attention and the audience is still under the conditions of sufficient funds to put the first choice of TV ads.

Cool News founder Haijun has revealed that 2011 China Mobile Internet users to obtain a relatively low cost, starting from 2012, everyone began to hit the money to rob users, resulting in a significant increase in user access costs 5〜6 times. For many internet companies, the use of money in the input-output efficiency of the promotion channel is inevitable.

These companies are targeting television advertising, there is analysis that, as the market of one or two-line cities is becoming saturated, internet companies need to open up new battlefield, the development of the three or four-line cities, has become the competitor's contention. For these user groups, the previous microblogging and other new media marketing is not the best choice, traditional TV media has become the Internet companies to enter the three or four-line city important tool. The most widely-watched Spring Festival gala has become the preferred stage for their debut.

However, it is difficult to quantify exactly how effective the ads are. With the first introduction of the TV advertising millet technology as an example, the Spring Festival evening ads before and after the coordination activities, but the scope of influence seems to be limited to the attention of millet. Although the millet company in the New Year's Eve repeatedly explained the meaning of the advertisement for "Haha is 2B youth, hehe is the bitter B youth, hey Hei is the Cow B youth." Whether it's 2B, bitter B or ox B, no B! "But after 15 seconds of advertising, accompanied by the" Hey Hei "sound fast flashing the screen or let a lot of viewers call" do not understand ", the end left" for the Fever "of the advertising language has been approved by the industry" it coterie propaganda vocabulary "mishap.

From the data provided by the Baidu Index, "Millet mobile phone" did not follow the Spring Festival Gala publicity activities caused a large range of concern, the user's focus on the February 9 night to the lowest, after a slight rebound. It is the "Tencent advertising" user concern index, from February 8 to 91 rose to February 10 2020.

Regardless of the actual effect, internet companies have no less enthusiasm for television advertising. According to the Golden Hill person in charge, only during the Spring Festival, the company won the Spring Festival Gala and Lantern Festival before and after the advertising, 14 days of the day round broadcast advertising, 15-day-long Night round broadcast ads, and Jingdong Mall in CCTV two channels of advertising also from New Year's Eve continued to the Lantern Festival

For internet companies to put the collective television advertising, there are a lot of people in the industry to give a positive evaluation, Lee said this phenomenon "proved that the Internet is moving towards the mainstream." But for these internet companies, the key to testing their ability is to catch users and meet their needs after a race to burn money.