Jason: Value realization under integrated marketing

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Jason Media Chairman

The following is the full text of the speech:

Jason: Very happy to have a lot of friends in the Internet circle, I am still a person who can not type on the computer, so the Internet contact is not long, but the audience why and the Internet more and more closely connected, I talk about the traditional advertising of the future media industry development. 2003, when the audience to do building TV, to a certain extent, market space if the production space of the building TV, 5, 10 years after the completion of the building, then there are store TV, when the building television and store television combination, building television in various places appear, into the concept of outdoor television, then put forward a point of view, TV ads belong to the night, advertising belongs to the home, 8 hours at home, 16 hours outside, why there is no advertising market outside. We acquired the framework in 2005, formerly a flat-screen advertisement, from home to casual entertainment, including in the process of entering cinemas, to see our media, around the consumer life form, this is the 2005 acquisition framework after redefining the company.

You ask me what is the audience after 5 years? I don't know, I think the audience is thinking about what to do every year, the majority of the acquisition of the largest unlimited company, renamed to the public Wireless, now the wireless in the mobile phone advertising the entire market share of our 4, 50%, advertising revenue to achieve a relatively high income, we 2007 years into the Internet advertising market, I was involved in internet advertising in 2000, so 2007 years later I launched a series of actions in the field of Internet advertising. Why the audience slowly from the beginning is completely network, outdoor TV structure into the Life Circle Media Group, into the mobile phone, into the internet. What is the point today? I think it's the biggest digital media group, the business is simple three pieces, the first is digital outdoor, you can see a variety of screens in various places, with digital screen to create a variety of outdoor video, the future of digital outdoor, now the framework has made a lot of changes, the original frame is paper, It is now a high-definition LCD. Electronic posters are becoming more and more abundant, and they are entering into various fields. The audience wants to occupy a relatively high market share in the Internet domain, so make a lot of breakthroughs in the Internet field. In addition, in the Mobile phone field, the focus has been in the market, the absolute leader, relative to the three block business development, must become a total of three main fronts. The overall point of view is very simple, to create a life around the consumer shape of the ever-present. You can see in the evening your screen is a TV screen, and now have not entered the TV screen, in the future of digital television, advertising broadcast form will appear? I think it's going to happen, so TV commercials have always been a problem for the audience to think about. In the apartment you will see the digital frame, electronic frames poster. Go to the office will see LCD, on the computer will encounter the Internet, Saturday, Sunday will encounter the store network, sitting in the car to see mobile advertising, Saturday, Sunday to see the film, will see, now see a big, film before the advertising are we. You can see it when you play golf and the hotel. To build a digital platform around the consumer life unfolding all the times.

I am attending an Internet conference today, I think the consumer life form has many changes today, the life track has many new characteristics, the media contact habit and the environment in the new change, the media change and the technology brings the transformation, causes many possibilities, breaks through the original medium form, but becomes the new media environment, Can you see what the new media environment is? is around the consumer to expand the screen of the world, so you can see some other markets, why I often talk about the concept of digital media, because this represents the global digital media wave reform, its main four features, digital media compared to traditional media has four different places, the first expression more vivid and rich, This advertising includes the Internet itself to the current changes in the media, but also technology to bring, before the light box posters in the road, have become led, I feel like a mobile phone, the mobile phone is the era of SMS advertising, to the 3G era is the era of video advertising. So I think the advertising digital media technology changes, must make the advertising performance, play the Power of consumer influence constantly expanding. Another feature is more accurate, customers can be selected in many different ways, such as TV is difficult to choose, a television set is chosen by others, not it select customers, if the digital outdoor, you can choose a different location, locking different people to play different ads, you in different places to lock different people play different ads, Its precision has been elevated. In the area of Internet advertising, through technology tracking and text search, for each other to come up, first identify who it is, and then give a more accurate advertising, including Google's search technology, these technologies produce a large extent are first to each other to identify, to each other's characteristics, browsing behavior to a targeted advertising. This kind of development direction must be to target audience subdivision. The third is interactivity, whether the mobile phone or the internet and consumer interaction ability is not strong, now advertising brand has surpassed the era of pure fame, more is the brand and consumption how to form a strong emotional bond, now a lot of Web site interactivity more and more strong, some ads you go up later, for example, I am a Volvo car ads, I'm playing an ad outside, what can consumers do when they go in? TV commercials can only be seen, Internet ads may point in, he asked me two questions, through two questions this kind of interaction is very weak, if go into later like a game, have five kinds of modelling, this person is in the Volvo interview driving a car, you drive running process, you find Chinese road on the original anything will happen, There was a flowerpot falling in the air, someone retrograde, you find a lot of things can happen on the road, when the oncoming people hit, the Volvo five-storey steel version dissolved how much, its arc design dissolved how much, because the special design of the door did not squeeze deformation, you can open the door down, you heard the sound of ambulances, This series of interactivity can be elaborated, not point to see a film, all aspects of functional introduction can be understood, this is not interactive, real interaction with consumers to enter such aIn the process, experience what it brings to your security experience? So this is the direction of interactive development, the depth and intensity of this experience beyond others. The last point is the space-time nature of freedom, TV commercials can only be in the evening, now TV ads may be everywhere, can appear in the apartment elevator, can also appear in your mobile phone can also appear in the Internet, time and space restrictions have been broken, any time, space may become the media world, This makes a lot of changes in the media industry, China's advertising thinking model is changing, so it has great potential for future development. Under the current advertising trend in China, is the model still effective in the presence of competing brands? I think in the future more and more planning with customers, not just television, because it depends on the mature model, whether this model is right, there is no innovation. In the future your understanding of the audience is very different, advertisers not only assign different kinds, but how to allocate money in the target audience, from the media industry to the audience industry, what the audience as the center, is to study how the audience. When advertisers study the target audience life form, who can implant life form when such lethality is increasing, advertisers are not allocating money to different types of media, but the distribution of the target audience of different life forms, different target trajectory points. The future advertising budget how to allocate, for an advertiser to judge the standard is very simple, first of all to study the target audience who, study a person 24 hours of real encounter advertising time is also 1 hours, the key 1 hours of advertising accounted for the proportion? An increase in revenue from a media company stems from the number of eyeballs in 1-hour ads, see how many target audience's eyeball, can have how much time and space, in 1 hours proportion decide your market share, in addition to proportion, also has three weighting factor, the first expressiveness different makes the power different, sees the newspaper advertisement and the television advertisement performance is different, In addition, the effect you see in the cinema is different. You can see a lot of different expressiveness, see LED and light box is certainly not the same. The second weighting factor comes from the ability to interact with the consumer, not just to see, to touch, and ultimately to form communication. The third weighting factor comes from time and space, and finally, with your consumption of concern and relevance, for example, you see an advertisement in the store, to your last second decision choice has a great impact on your consumption behavior directly impact on your market share more impact, this time, although the description is not much, may be watching TV every day, The store TV goes once a week, but the last moment the power of change tends to be weighted exponentially higher. I think the general analysis of thinking about this, this is the future of the whole pattern of advertising changes.

I am not the Internet industry background, I know more about the future needs of advertisers, the future of the digital media as the representative of the overall solution, in the new consumer life form, media environment, communication environment will become advertisers the most important choice, thank you!