Multi-screen marketing, not only to "see no scars"

Rumor has finally become a reality, but the protagonist is not Sohu is not Alibaba, but Suning-suning combined with 420 million U.S. dollars investment pplive, of which Suningyun business capital of not more than 250 million U.S. dollars, holding a pplive 44% stake, become its largest shareholder.

In the Suningyun of the external spread of the caliber, multi-screen marketing accounted for a certain length, "The acquisition of pplive help companies to seize the Internet's multi-screen access, rich digital content products, create a new interactive shopping experience, improve the accuracy of data marketing capabilities." ”

Multi-screen entrance, in fact, is very simple, suning understanding of the electric business competition has not yet to the brand level, still in the "flow of the King" Stage, so Rob traffic is a big game under Su Ning.

But why didn't jingdong buy a video site? Alibaba does not seem to be so eager?

This also means that the competition in the electricity business in addition to the flow of other aspects of the East, but this is not the focus of this article, this article still want to talk about "multiple screen marketing."

Video has always been one of the most important applications of the Internet, and in the mobile internet era, video is one of the most popular applications, computers, mobile phones, tablets "screen three-piece" is increasingly becoming the standard in folks, "Smart TV" is also in various ways to try to regain the attention of young people, home with PCs, Pad, Watching video on TV, going out and switching to mobile phone or platform to continue browsing has become a normal life.

Mobile Terminal Booming indicates the advent of the multi-screen era, more and more users have been accustomed to watching video to fill the debris time through the mobile terminal, multiple-screen video viewing increasingly become the mainstream, but also make multiple screen marketing to become a video site business model of the next focus.

Consumer behavior change in multi-screen times

According to the data of the 31st China Internet Development Statistics report published by CNNIC in January 2013, as of the end of December 2012, the size of China's internet users reached 564 million. By the end of December 2012, the size of China's mobile phone users 420 million, netizens use mobile internet users accounted for a rise to 74.5%. Where mobile video will be the increment of mobile traffic growth.

In the multi-screen era, the audience is through what channels and ways to watch the video? User's media consumption behavior has changed, from the Internet long video users watch habits, has gradually formed a video site to watch the habit of video, mobile phones, tablets and PCs to the audience more and more, the audience is increasingly accustomed to "fragmented" and "multi-screen" video browsing mode.

Users are no longer passive communicators, they are the selection of the transmission chain, how to occupy their space and time, and achieve effective communication, is every want to stand out in the multi-screen era of the brand must consider the issue.

Mobile ERA promotes brand "attaching importance" to multi-screen marketing

Mobile end, especially mobile phone has become the mainstream video screen, for several years the overall growth of mobile users more than 50%, is expected by 2015, mobile phone-side video users will be similar to the size of the PC. This shows that the combination of multiple screens in line with the future development of video sites.

Multi-screen integration will make video site marketing more diversified layout, but also for advertisers to bring the gospel, so that advertisers maximize the benefits. Multi-screen after the enterprise products across the screen for advertisers to bring many benefits, mainly in the following areas, on the one hand, increase the product exposure of advertisers, thereby indirectly enhance the product brand awareness. On the other hand, increase the number of users, improve product arrival rate. In addition, multi-screen product display, so that products effectively reach the target consumers.

At present, SMD advertising is still the most recognized way in multiple-screen marketing, so we can see the online video of the patch ad longer and longer even began to appear in the form of advertising and so on

Brand Sponsorship video is also a common form, whether it is embedded or theme content, but the whole market, most of the effect is very poor, to micro-film as an example, there are insiders said: "90% of the micro-film, are the manufacturers of the money to shoot into a long ad!" Not a good story with a terrier, the protagonist in a variety of environments loaded B. It is rare to have customers understand that through the micro-film to convey the spirit of the brand, the product is appropriate to expose on it.

Car brands in the multi-screen marketing area of the cost should be the most of all advertisers, but the truth is true, few years down to leave traces of almost no, most of them are trying to waste the advertising budget.

Multi-screen marketing, not only to "see no scars"

The formation of a multi-screen communication environment is only a beginning, in the context of user socialization, there will be more participation in interaction, as well as other larger marketing development space.

The development of video industry has experienced brutal growth, mergers and acquisitions shuffle, differentiated competition. At present, the video sites are the first to layout a multiple-screen strategy, indicating that the network video has entered a multiple-screen integration (PC, PAD, phone and smart TV) era. Multi-screen coexistence into video to watch the new features, with the advent of the multi-screen era, multi-screen marketing will also pull off a new round of network video Marketing overture.

Well, not only the amount of playback, but also in the minds of consumers to leave "traces", or the user's mouse or in the touch screen point.

Multi-screen marketing, brand advertisers can learn more popular TV programs, with content to win, perhaps to occupy more screen more effective it.

So, what screen do you watch?

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"Onlookers Kan Technology" (Micro-Signal: KANKEJI): Kan technology is created by the marketing people Zhao. Watching the science and Technology circle, the Internet circle of small things, no matter regaling marketing circle and public relations advertising circle gossip, and friends to exchange the industry's shady white curtain and gray screen. That's it, support original.