Large data processing and integration of marketing interactive TV channel Network fusion new proposition

2000 Annual Eve evening, my home color TV in the day of the day strike, so a family around production in the 70 's black-and-white television viewing Spring Festival gala, only my heart unwilling to open the computer to try to use the webcast to see the Spring Festival Gala, the result is disappointing, the picture is very card can't see. At that time, I was thinking, if one day the Internet can easily see TV programs, people will buy TV? My question did not soon become a reality, the popularity of broadband and a variety of video sites popular, not only let people can see the TV program, but also see a lot of TV can not see the wonderful British and American drama.

Can the TV die? At least more than 10 years later, television is still old and solid. But a new proposition about the integration of network is put forward for people. The first idea is to integrate the network, that is, to do a good job on the Internet television Service, the opening of television programs and activities of the network version, television stations in the appropriate circumstances can be the site of advertising bundled sales, Expand its brand awareness. The original intention is to let network auxiliary TV advertising sales, and now a lot of data show that the network advertising sales have exceeded the television advertising, and the emergence of this long situation, in the network is no longer the integration of the role of auxiliary TV station, but gradually occupy the dominant position.

With the increasing demand of the audience and the renewal of new media technology, the scope of network integration is gradually expanding. In particular, the rapid development of intelligent TV These years, for network integration to add a lot of new cross-media cooperation mode of operation. Just like today both can surf the net, but also can watch the television live the big screen television, compared with the traditional television each kind of network access way "The interactive" television does not have to rely on the prime time section and the hot program restriction, and the timeliness is stronger, all day any time can carry on the advertisement. And all kinds of television programs can be on demand and customized way, the program itself to gain two times the opportunity to add value.

So the opportunity to win is the Internet marketing business is greatly optimistic, such as Adtime launched the AdSmart Interactive TV platform, not only to occupy the boot large screen advertising resources, but also for the network integration of new topics to provide a new operational thinking. In terms of advertising, the real value of network fusion is to communicate the boundaries between TV stations and the network, focus on the analysis and delivery of large data, and let the more interactive marketing can be better implemented. Adtime is now the only one in the country to recruit intelligent television, IPTV digital TV Three advantages of the resources of the Organization, but also with more than 10 high-end mainstream TV manufacturers and telecommunications IPTV, radio and television operators reached a strategic cooperative relationship. Moreover, adtime use the existing mature large data analysis platform, through the screen to lock the target users, can track the user's multiple screen browsing footprint, on this basis to achieve accurate advertising information scheduling and delivery, but also television this traditional media into a cross screen fusion of new television media.

From the point of view of communication, network integration represents the main direction of media integration. Network fusion not only makes the traditional film and television content in the internet has been a good extension of the promotion, but also to achieve effective promotion of television ratings. From the perspective of media management, the new integrated marketing method, which is involved by adsmart such large data platform, not only brings new advertising opportunity and considerable operating income, but also perfects the mode of operation of Cross-media cooperation.