At the moment when the marketing environment is high and brand owners are increasingly calculated and pursuing certainty, we and Xiaomi OTT jointly launched the industrys first CPC advertising product -screen effect.CPC means that users click to enter the Tmall flagship store before charging.This breakthrough will undoubtedly bring more certainty to brand marketing and performance growth!
In the era of digitalization, brand marketing development tends to diversify and personalized. OTT, as the first choice of family scenes, is playing a huge role.In the 16th Golden Investment Awards International Creative Festival Xiaomi Commercial Marketing, Xiaomi Business Marketing and Industry Partners jointly discussed the marketing demands of the marketing scenarios in which marketing scenarios can exert value, how to help the product sales, and how to define TV Taobao and how to define it with and and how to define TV Taobao.Use OTTs marketing scenarios and share your own views.
Luan Fangliang, the marketing director of the China Tourism Administration, believes that in media marketing, we need to believe that there is no separate media channels to independently complete the marketing goals and requires the power of multimedia combinations.
The Xiaomi OTT platform stands out with its unique living room family companion watching function, showing us the atmosphere of returning to family reunion to bring more focused viewing and valuable companionship, and more effectively stimulate emotional consensus and promote consumer decision -making.
In order to cooperate with Xiaomi OTT, the Australian Tourism Administration successfully launched the first brand marketing activity since the epidemic.Outdoor and online users take home and return to the family environment.This not only reflects the technical strength and brand penetration rate of Xiaomi OTT, but also emphasizes the importance of multimedia combinations in media marketing.
Luan Fangliang, the marketing director of the China Tourism Administration in China
Chen Gaoming, general manager of the business marketing brand of Xiaomi Internet Business Department, believes that using users -centered, meeting user needs is the core of marketing.In the era of smart TV, large screens not only meet the needs of film and television, but also control the familys smart devices.It is not only the terminal of family and the Internet, but also provides a variety of functions such as shopping, listening to music, learning.From the perspective of traffic, scenes, and quality, OTT has the three major advantages of the mainstream population "cognitive field", the pure marketing environment "grassland", and the consensus effect inspiring the brands "consumer field".Therefore, big screen is an ideal place for brand marketing.
In the past seven years, we have mainly focused on "brand building", and we have been exploring "effect marketing" in the past two years.Through creative turning on and large -screen live broadcast methods, we found that it was not enough to meet user needs.Now, we create brand numbers for customers and provide conversion from brand to effects to achieve full -link marketing.For example, the CPC product "screen sales" launched by Xiaomi OTT and TV Taobao, TV Taobao and Xiaomi OTT form a perfect complementary complemention at the product level, allowing users to buy it directly after optimistic.Family scene.
At the same time, we are also thinking about how to combine Taobao content so that consumers can easily shop while watching TV.In the future, it will continue to explore how to better use the traffic resources after large -screen booting, promote the in -depth integration of TV advertisements and e -commerce, and provide a better user experience.
Chen Gaoming, general manager of business marketing brand of Xiaomi Internet Business Department
TV Taobao CEO Wang Lei believes that the future is not the future of a small screen, but a multi -screen world.Television Taobao should not be regarded as the opponent of mobile small screens. The television Taobao will cooperate with the small screen to develop to achieve multi -screen symbiosis.Television Taobao chooses another way to do OTT e -commerce because we adhere to a original intention, that is, all terminals and scenes that have not been Internet -based will eventually be Internet -oriented. OTT has changed TV, but OTT still has room for further Internetization.In the field of OTT marketing, TV Taobao will continue to provide the ability to provide precise marketing, after -effects and data closed -loop, promote OTT product sales integration, and promote multi -screen integration.
The cooperation between Taobao and Xiaomi OTT has brought greater certainty to brand marketing.Since 2021, the two sides have continued to deepen cooperation, which has greatly increased cooperation.Many well -known brands have achieved significant results through cooperation, including the Club Med Resort, Delong Coffee Machine, Guerlain, Sisley beauty, boss appliances, etc.Taking the Delong Coffee Machine as an example, it chose to cooperate in depth with us when the new product was listed. Through the ability of the TV Taobao product sales, Delong achieved a comprehensive outbreak of traffic and effects on Tmall Super Pin.
At the moment when the marketing environment is high and brand owners are increasingly calculated and pursuing certainty, we and Xiaomi OTT jointly launched the industrys first CPC advertising product -screen effect.CPC means that users click to enter the Tmall flagship store before charging.This breakthrough will undoubtedly bring more certainty to brand marketing and performance growth!
TV Taobao CEO Wang Lei
In the future, with the development of Internet technology and changes in consumer behavior, brand marketing will be more dependent on digital and intelligent technology.As an important medium in family scenes, OTT will continue to exert its huge potential.By continuously innovating and expanding application scenarios, OTT advertisements will bring more possibilities to brand marketing and promote the sustainable development and change of the industry.

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