According to the CTR report, in the first half of 2015, television advertising spending decreased by 3.4% year-on-year, and the traditional advertising market ended with a 5.9% decline, which was the first decline in the traditional advertising market in China during the same period.
The hot discussion of "Internet +" has made the whole media industry more aware of the power of change and convergence. Based on this background, gravitational media launched in Beijing today in the era of television media in the media age how Internet +? For the theme of training, invited to the industry expert CCTV Deputy General Manager Zheng Furong Media Research Co., Ltd. for the Beijing headquarters and the five branches of marketing and strategic staff to share the TV change and "Internet +".
From the explanation of Zheng Weidong's teacher, we learned that the wave of media integration has ushered in the "+" era. Based on the multi-screen, mobile, social, and personalized applications of the Internet platform and digital technology, the TV viewers are also being diverted while actively promoting the value-added space for television. This process is called TV's "Internet Plus."
In the "TV +" process, the trend of "five changes" is presented:
I. Mobilization: From "invariant" to "with change".
Second, globalization: from "local" to "global" transformation. The entrance to the previous content was only on the TV side, and now one content can be spread across the entire field.
Third, digitization: from "hardware" to "software" transformation. This trend makes TV ads more flexible and flexible.
Fourth, interactive: from "one-way" to "networking" transformation. Advertisers can adjust strategies based on viewers' preferences for advertising, enabling marketing to achieve multiple levels of communication and allow marketing to be upgraded.
Fifth, application: From the "view" to "application" transformation. Shaking TVs and APPs are becoming more and more intelligent with the development of science and technology. The “viewing†function of traditional TVs is gradually being transformed into an “application†that accepts content.
The "Internet +" has four major influences on TV commercials:
1. Content: Advertisements become content, or stay away from content.
2. Form: Channels and terminals are detached from broadcasting platforms and directly integrate advertisements.
3, relationship: circle marketing, vertical marketing, precision marketing is better than advertised.
4. Scenario: Ads are separated and superimposed by time and space. Advertising is value and opportunity.
Constantly updated technological means, increasingly cutting-edge advertising models and marketing methods are the necessary conditions for traditional advertising companies to follow the continuous transformation and change of the times. Therefore, in the future, Gravity Media will accelerate the development of digital marketing and content marketing, and inject more "Internet +" factors into its core business of "TV Media Media Agency" while continuing to grow and strengthen its core business. "Let the changes lead to transformation" It lays a solid foundation for becoming a world-class communication company and laying a full range of business support.
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