CCTV, Which Dominated 20 Years, Has Begun To "Compromise" With The Electricity Supplier.

< p > yesterday, the new media became the main product of CCTV Golden Resources Advertising Conference held in 2014 (November 18th).

He Haiming, deputy director of CCTV advertising management center, said publicly that 67 new media products were launched this year to realize the multi screen and multi-channel communication and interaction between enterprise TV screens, computers and mobile phones.

< /p >

< p > > for this, a href= "http://sjfzxm.com/news/index_f.asp" > brand < /a > strategy expert Li Guangdou told reporters that the new media has become the biggest competitor of CCTV. Although the total amount of CCTV advertising tendering in 2013 has set a new record, its growth rate has been slowing down for 4 years.

< /p >

< p > "CCTV's current train of thought is that big fish and small fish have to eat. While ensuring the stock market, they are developing their incremental market by attracting small and medium-sized enterprises."

Marketing expert Li Zhiqi said.

< /p >

< p > < strong > advertising site bidding ratio decreased < /strong > < /p >.

< p > it is understood that in order to avoid vicious competition and increase the overall value, CCTV has reduced the proportion of on-site bidding. Most of the high-quality resources such as "news broadcast prompt advertising", "focus interview summary advertisement", 19 "news broadcast time combination advertising", 22 point "integrated news time advertisement" and "weather forecast 1+1 advertisement" have already been subscribed in advance.

< /p >

< p > for this reason, insiders say that the figures on November 18th are no longer representative.

< /p >

< p > according to He Haiming, a total of 178 resources were subscribed from the pre-sale stage from September 17th to October 31st, plus more than 200 products on the spot, far exceeding the number of media products last year, 99.

< /p >

< p > according to Li Guangdou, from the atmosphere of the tender meeting, the enthusiasm of entrepreneurs has not been reduced, but the obvious change is that advertisers' interest in sponsorship programs is higher than that of normal time advertisements. Chinese characters dictation conference and I want to go to Spring Festival Gala are all highly sought after, and advertising has gone up considerably.

< /p >

< p > it is worth noticing that CCTV has launched 67 new media products this year, indicating that it will meet the needs of more different sizes and different types of < a href= "http://sjfzxm.com/news/index_p.asp" > Enterprise < /a >.

< /p >

< p > it is understood that in 2014 CCTV will fully implement the new media strategy, integrate CCTV.COM and CNTV.COM resources, and launch nearly 100 directional interaction integration programs to effectively supplement the coverage of traditional TV audiences.

Two main mobile phone games will also be launched, leading the traditional TV screens to interact with mobile terminals in depth.

In addition, the all media rights of the world cup and other advantageous resources make CCTV the only new media entry for major events, focusing on young audiences.

< /p >

< p > for this, insiders pointed out that CCTV also needs to deal with the challenges of new media. Besides portals and < a href= "http://sjfzxm.com/news/index_s.asp" > search engine < /a >, social media will also cause TV audiences to migrate to new media.

Because of the more flexibility and interaction of the Internet, more and more young people have left the TV screen. They are more willing to watch TV programs, TV plays on the Internet, and get information on the Internet.

< /p >

< p > Li Zhiqi believes that these choices have accumulated a certain commercial value through the network watching TV group. CCTV needs to integrate this part of resources, and it may become a growth point of CCTV business in the future.

< /p >

< p > {page_break} < /p >

< p > < strong > main push business new media marketing < /strong > < /p >

< p > in the 67 new media products of CCTV, besides the marketing of website activities such as sports events and programs, the main promotion is the 2014 CCTV courtesy, all media interactive marketing e-commerce version.

< /p >

< p > it is understood that "CCTV courtesy" is a way of interaction through smart phone App. The audience will then see the App icon on the advertising screen during CCTV prime time, search through the voice function, search for corporate advertising, and will have the opportunity to get the sales promotion award, so that the advertising can be pformed from passive behavior to active behavior, and the audience rating will be converted into actual sales volume.

< /p >

< p > and for the CCTV courtesy business version, CCTV said it would use its gold resources to trigger the whole network interaction with the TV 2-D code, and directly turn the TV viewers into the electricity supplier flow, and comprehensively promote the sales volume of the electronic business.

For the broadcast period, CCTV chose the four time periods of the Spring Festival, national day, "double eleven" and "double 12".

< /p >

< p > Cai Ling, a consultant of CIC, said that the purpose of CCTV's new media marketing is to further promote the development of e-commerce.

"CCTV courtesy" for all media interactive marketing business, through the traditional media and new media, will further release the potential of the electricity supplier.

< /p >

< p > however, the effect of two-dimensional code marketing has not been recognized by the industry.

Ding Jiaqi, an analyst with AI consulting, believes that the way of scanning the two-dimensional code through the cell phone to jump to the shopping website will not bring much improvement to the traffic volume of the electric business enterprise.

< /p >

< p > Li Zhiqi said that the characteristics of the CCTV audience are bound to fail in this way. The middle aged and the elderly lack the habit of using the two-dimensional code, and young groups do not need this two-dimensional code at all.

< /p >

< p >, however, compared to the naming ads of hundreds of millions of dollars, the 45 frequency commercial version of the advertisement, 15 seconds of the offer is about 1 million 500 thousand yuan, while the 30 second price is about 2 million 700 thousand yuan.

< /p >