Mediacross Network: To do cross-screen marketing pathfinder

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 in the evening, Zhang Ping watched the highlights of the game with his own desktop computer. To his surprise, he captured the information of the same sports brand in three different scenes.

Jianglan and his team are now working every day, is through a large number of technical means to capture thousands of Zhang Ping every day in front of the computer, television and mobile phone before doing what, through statistics, induction, analysis of Zhang Ping's age, occupation, hobbies and other characteristics, and then 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

Zoe, a 25-year-old, usually likes to study skincare products with a group of friends, or 27-year-old Ken likes to travel by himself, keen to browse the car brand's message. "We can get 6 million Zoe, or 3 million Ken, through the Mediacross platform," he said. "Mediacross company CEO Jianglan said that after the target group of targeted marketing, they can help advertisers do more accurate information delivery."

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 "in front of whom".

Jianglan is also the domestic earlier study of this advertising mode of business, and its founder of the digital marketing company, focused on the network video advertising industry. 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, that is, whether the above platform resources can be integrated, for advertisers to provide a whole video advertising program?

He is now the founder of the Mediacross, is in this thinking, not only can be targeted at the network media, mobile media to provide traditional video ads, targeted at the crowd of accurate advertising, targeted at the audience RTB advertising, but also for the network media to provide banner video ads, Web page Telescopic ads and Sky ads, for the mobile media to provide special-shaped and customized advertising, for digital TV to provide boot ads, change channels ads, suspended advertising.

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 they play a real role only when the products are combined to work together.

First, the spread of the cross screen can better expand the target arrival rate, while using TV and video and mobile terminals to better expand the target group 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 by 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. Interactive TV network through digital technology on the digital and interactive television screen, in-depth audience analysis and accurate advertising, and to have the mobile terminal, network media combined.

"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. This June, Mediacross received a joint investment from Angel investor Shire and Lingdaihong. It is reported that there are many VC has been interested in this model, and began to talk with the Jianglan team on financing matters.