OTT advertising market will usher in an explosion within one year

Qian Yong, general manager of Qian Guang in an interview with streaming media, pointed out that the OTT advertising market is currently only about tens of millions, but within a year will usher in a major outbreak. Qian Yong said that as the OTT traffic aggregation and traffic distribution platform, he hopes to use his professional advantages and make mutual benefit with the partners.


The OTT industry is now fighting with elephants.

Regarding the role of Aston TV in the OTT industry circle, Qian Yong made an analogy. He said that now BAT and others have entered the OTT. This is the battle for the giants. However, "two elephants fight, maybe a war wolf can decide the outcome of the war." As a general public will do such a wolf.

Qian Yong is confident in the first-mover advantage of the company. He believes that as the first person to do this matter, no matter whether it is data capability or traffic aggregation and redistribution capability, it is enough to ensure that Guangtong is in the first camp. According to him, depending on the company, it has cooperation with four licensees, more than 100 box manufacturers, and six major home appliances vendors. Currently, the number of platform users and terminal customers are over 100 million.

As the wolf that may decide the war situation, depending on Guangtong, Qian Yong thinks there are four main advantages:

First, the company is a business company in big data. He said that many companies have the ability to refine their data, but their data marketing capabilities are lacking, and they regard it as driving data and refining data from the business itself.

Second, cross-platform integrated marketing capabilities. Qian Yong said that cross-platform integrated marketing has been talked for many years, but few truly cross-platform, many of which are cross-media or cross-domain cooperation. As a result, Guangtong has truly realized cross-platform programmatic buying. This is the first Occur once in the industry.

Third, team genes. Now that domestic OTT startups have more Internet or broadcast fields, OTTs need to have the Internet capabilities, operators' genes, hardware capabilities, and even advertising genes. As the team is basically covering this, The top talent in several industries."

Fourth, first-mover advantage, as the company is the highest share of the domestic market, the meaning of market share not only includes the terminal coverage, but also includes the upstream and downstream access to the most traffic, the largest customer. Qian Yong said, “If you are in the traditional industry, the first-mover advantage is only an influence, not productivity, but depending on this proceduralization or traffic aggregation, first-mover advantage, the top rank is not only influence, but also productivity. "The more traffic, the lower the purchase cost and the operating cost, the more customers will be able to enjoy more cost-effective products; the more traffic, the more complete the data, and the more effective and accurate the customers will be when they put in cooperation."

Since the elephants are fighting, the wolf may decide the war situation, but it may also become a cannon fodder. How long does it take to maintain Guangtong's first-mover advantage? What if an elephant turns to advertise?

Qian Yong said that the first-mover advantage remains to be evaluated for a long time, but "as far as Guangtong is confident that it will remain in the first camp for a long time." As for the elephants turning to themselves and doing a certain business, "this kind of worry will always be there. This kind of imagination can always happen." However, in reality, "Elephants also do something wrong," and the ideal state is still professional people to do. Professional things.


OTT advertising is now tens of millions of scale will usher in the coming year

With respect to the OTT market development, Qian Yong has several judgments: First, OTT is a major trend; second, OTT competition will be very cruel; Third, OTT is still very good in the future.

Qian Yong said that in the OTT space, hardware manufacturers, home appliance manufacturers, telecom operators, content producers, content integrators, and traditional TV makers all have their own entry points, and big crocodile has come in. This is a major trend. Due to the arrival of big crocodile, the competition in this industry is very cruel. Qian Yong pointed out that some big crocodile people want to rely on hardware to make money, some people hope to rely on content to make money, and others want to rely on bandwidth to make money, resulting in no business model, no commercial model competition is cruel.

Qian Yong said that he is very optimistic about the future of OTT. First, since the predators have spared no effort to invest, on behalf of everyone themselves optimistic about this market; Second, the OTT market is developing very fast. The number of Internet users in China has surpassed 100 million in 10 years. It has also been a long time for mobile Internet users to develop billions of dollars, and OTT users have reached 200 million in just two years.

Since no new business model has been explored, advertising is still the most mature and the most important business model. Therefore, this is an opportunity for Guangtong. Regarding the advertising scale of the OTT market, Qian Yong said that there are only tens of millions of grades, but it will usher in a huge explosion in the coming year.

Qian Yong provided a data. In 2012, mobile advertising was less than 1%. By 2013, it had already accounted for 5% of the total. By 2014, 30% of online advertising was from mobile phones. He said that the market for OTT will be better than this if it is up to two years after the end of the year.

As an intermediate node, as the company is optimistic about its future, what is the greatest distress? Qian Yong said that there is a lack of uniform standards and norms. He said that because TV manufacturers or licensees are different from each other in terms of understanding of the business, depending on Guangtong customized 11 sets of programs - tailored to different platforms, hardware capabilities, operating strategies tailored. At the same time, he also stressed that depending on Guangtong's conviction that the investment in this area is relatively large, it regards it as "a thing that enhances the customer experience and user experience. Even if it is difficult, it will spare no effort in investing in this matter."

So let's expect OTT to run!