Will the Internet stop "OTT"?

Absrtact: This period of time, the Web section hottest discussion keyword, is OTT. This Baidu will be able to master the basketball professional nouns, so many technical home in the limited and sister paper when the exchange can be a very stalwart posture to establish a glorious image, want to

This period of time, the hottest topic of the Network forum, is OTT. This Baidu will be able to master the basketball professional nouns, so many technical home in the limited and sister paper when the exchange can be a very stalwart posture to establish a glorious image, presumably this is also the word can be a high-frequency occurrence of a reason.

To sum up, the Internet has at least several key areas, have appeared OTT situation, and everyone is very familiar with: The electric business is OTT traditional business and traditional logistics, Internet payment and credit is OTT the financial industry, and various kinds of micro-credit tools are OTT the traditional communications industry.

Will the Internet stop "OTT"? Basically we can expect that the Internet economy will continue to OTT in every area, such as e-books, short leases, cars, and so on. In fact, in general terms, as long as the industry is transformed by the Internet, there are "OTT" opportunities and possible.

Today we are talking about an industry where the "being Ott" is less popular because the market has long been fragmented in its market share-the advertising creative industry.

The core of traditional advertising mode: Professional Creative Outsourcing

Let's take a look at the previous model of the industry. The advertising agency, represented by 4 A as an elite, has been based on excellence in creative services for the past century. Business model is also very simple: the customer under the Creative demand list (in the circle called Brief, roughly equivalent to the demand list), open tender, advertising companies to provide creative solutions: film, Plane, online, offline. Generally speaking, as a result of bidding, and the overwhelming advantage of the buyer's market determines the quality of the creative customers have the absolute right to determine, the advertising company's plan more perfect, more detailed, idea the more brilliant and clear expression, the likelihood of winning the greater.

Idea in the creative hands of advertising, it seems a little "wasted"

This model and the title of this article the concept of advertising creative people "Ott" what is the relationship? Go on, you'll find out soon! Where is the core competency of an advertising company in this absolute choice? The creative people who can think of ideas, and--it's important--the ability to implement creative solutions! Executive power for the advertising company is very important, because in a weak intellectual property rights in the market, want to get very important, it is also very important to do it! Customers can take your idea and find someone else to do it.

OK, one step from our point of view. Before the internet, there was nothing wrong with this model-"I can think of good ideas and perform well, and there's no reason for clients not to do it!" Advertising creative people rely on this logic, a single to do down. However, the advent of the Internet has brought about an important change: advertising creativity is no longer pure vision, it is likely that an idea can not only be made into a plane and a stage of activity, and even may change the marketing of an enterprise or even business model. Because the Internet is flat, you can find any resources that can be consolidated on the web-those resources that are not currently available, and I think the future will certainly come. Anderson's "creators" described the logic of any area of the Internet transformation is theoretically established.

The "Being Ott" is a one-way street.

We look again, because the market voice is still in the hands of the client side, and the advertising creative person to own idea can burst of energy and lack of understanding, control, so customers will stand in a historic opportunity: any idea--from all directions their acquisition is very easy, you can pass the draft, There are other ways--through their own integration--into a more powerful way of influencing the market. and the various creative ports, including advertising agencies, will continue to provide blood for the client side. This time the advertising creative people think, I can also from idea inside earn the original income Ah! Sorry, the demand for traditional services will be getting lower.

At the same time, in order to bid successfully, advertisers will write the plan in detail--but it's deadly in the internet industry, letting customers know each step of the way, which means that customers know that they can no longer need your ingenuity, because you're completely empty, and there's no marginal value in the core part.

One of the things that happens is that anyone who has idea--or gets it can integrate enough resources on the Internet. In the process of transforming the business rules of the real economy, they will inevitably weaken the influence of the advertising creative person--or weaken the proportion of the creativity of the professional advertisement, and replace it directly with their own ideas, because the traditional advertisement has no control over the full implementation of idea.

Creative people die, creative societies Live Forever

This is the advertising creative people "be OTT" process. Of course, there will certainly be a considerable number of advertising creative people, in an idealistic field of wheat adhere to the ideal value. But the scale will be smaller and smaller to accommodate only a few more people than ever before. As for the idea itself, it is not unimportant--in fact, is creativity becoming more important, and how important is it? Important to creative thinking is an essential skill for everyone to survive, and anyone needs a creative mind to integrate the resources of the Internet to realize value spontaneously. From this point of view, "creative outsourcing to professionals" this business, will be the national creative torrent "OTT". As Philip Kotler in Marketing 3.0, the future will be a creative society.

This is a 20th century advertising creative elite, in the face of the 21st century Internet economy, the inevitable fate.