Douping reconstructs a new link for large-screen marketing, and brand-effect synergy creates a new blue ocean of NewTV value

On April 8, Zhang Cong, general manager of Shenzhen Yipingfang Network Technology Co., Ltd., was invited to attend the "Omni-channel Marketing, Scientific Growth" 2021 Marketing Intelligence Forum hosted by Miaozhen System, and delivered a speech entitled "Between Destruction and Establishment, the Reconstruction and Rebirth of NewTV Marketing", sharing the new content track opened up by Yipingfang Douping on the large-screen end, and showing a new marketing chain with product and effect synergy.

  General Manager of Shenzhen Yipingfang Network Technology Co., Ltd.   Zhang Cong

The establishment of a new marketing chain is making NewTV an important part of Internet marketing with unstoppable momentum.

According to data released by Aowei Interactive Entertainment, traditional TVs and smart TVs in China continue to show a trend of decline and growth. As of October 2020, the number of smart TV activations in China has reached 280 million. In addition, the "2020 China Internet Advertising Data Report" jointly released by Zhongguancun Interactive Marketing Laboratory and Miaozhen Marketing Academy pointed out that the scale of Internet marketing exceeded one trillion in 2020, of which Internet marketing service revenue exceeded Internet advertising revenue for the first time.

Behind the data, a new living room marketing chain centered on NewTV and built in an innovative traffic operation form has begun to show its potential. While PC and mobile Internet portals are showing signs of fatigue, NewTV has opened up a blue ocean of Internet marketing for the home Internet era.

The rise of NewTV, short videos usher in the era of living room Internet

As Generation Z, born after 1995, gradually takes control of the living room, digital natives are leading content traffic into the era of home Internet.

According to the "2021 NewTV Industry Research Report" released by Miaozhen Systems, in terms of viewing content preference TGI (target group index), all types of households have a very high acceptance of short video content on the big screen, which invisibly gives the NewTV platform a higher marketing value.

Accenture's research also shows that, overall, Generation Z users prefer online shopping, prefer live streaming and short video social shopping, are less sensitive to prices, have lower brand loyalty, pay more attention to shopping experience and speed, prefer impulse buying, and are more willing to try new ways of shopping.

It is not difficult to see that expanding marketing forms and deeply exploring marketing effects around short video content that is popular among Generation Z contains the key to the new blue ocean in the living room Internet 3.0 era.

Opening up the marketing blue ocean, Douping covers 500 million users

Douping, owned by Yipingfang, is the first content platform to launch large-screen short video layout in the NewTV field. Since its launch last year, it has continuously deepened its content layout and innovated in the marketing chain, winning wide support from users and favor from advertisers.

In terms of content, Douping has attracted more than 10,000 top broadcasters, covering news, local life, film reviews, games, food, knowledge sharing and other fields. It has more than 2.1 million short video contents, and is still increasing at a rate of 300,000 per month.

Combining the successful experience of short video platforms such as Douyin and Kuaishou, supplemented by the sound and picture quality advantages brought by the large screen, as well as the living room entertainment experience shared by the whole family, Douping quickly gained a huge user base. Data shows that as of March 2021, Douping has accumulated more than 170 million activated terminals, covering 510 million people, with an average daily usage of 122 minutes per person, and a DAU peak of 40.97 million, which has completely set off a wave of traffic returning to the living room.

In the exploration of marketing forms, Douping has launched new advertising forms such as TopView advertising, information flow advertising, e-commerce product promotion advertising, AI scene marketing advertising, and brand equity advertising. Relying on the large-screen interactive function and medium and long-tail operation capabilities, it has completely ended the traditional patch advertising form whose effect has gradually weakened.

Douping has tailored a new advertising format for brands, which runs through the consumption scenarios of short video content and establishes a new closed loop of NewTV marketing links. While having the advantages of traditional large-screen advertising, it also takes advantage of the characteristics of the Internet, using AI big data insights to replace coarse-grained advertising methods, providing consumers with product push that meets their needs and is close to the content, and supports one-click purchase, greatly shortening the user's operation level from "heartbeat" to "action", and greatly improving the conversion rate.

Product-effect synergy: Douping opens up a new marketing link in the living room

For advertisers, how to spend money more effectively? Long-term brand building or short-term sales revenue has always been a world-class problem, until the advent of the NewTV era, which brought Internet marketing into the era of "brand-effect synergy".

In Douping's marketing chain, a comprehensive evaluation of advertising effects has been achieved. Through the Yipingfang DMP data management platform, Douping can accurately deliver advertisements based on crowd portraits. At the same time, the conversion effect data will be sent back to the system background to serve as a basis for advertisers to adjust their delivery strategies and help achieve "product-effect synergy" in advertising.

Yipingfang can make precise delivery based on a series of data dimensions such as the target user's demographic profile, user behavior, industry preference, price preference, etc. in big data, and can ultimately present effect conversion data such as traffic, transactions, user behavior, and equity interaction. All data can be reviewed in the background of TV Taobao Pingxiaobao to form a data closed loop.

In this way, brand promotion can be carried out to target users, and sales volume can be understood in a timely manner. Ultimately, brand display and sales conversion data can be traced back, measured, and referenced, thus achieving "brand and effect synergy."

Take the Douping and French Guerlain marketing event on Women's Day on March 8 as an example. Guerlain relied on golden traffic to showcase its brand and products in Douping TopView, and appeared in the form of product cards in the information flow. Users can place orders with one click while watching, achieving a seamless connection from brand exposure to conversion.

According to the data provided by the TV Taobao Pingxiaobao platform, the exposure completion rate of the French Guerlain brand in this campaign was 112%, the click completion rate was 165%, and the ROI reached 1.16.

Compared with traditional marketing forms, Douping provides a new link with higher exposure, users can be immediately converted into consumers, and long-tail marketing can be continuously maintained. In the digital age, the closed data loop provided by Douping allows marketing effects to be scientifically measured, and the ROI effect of advertising can be presented in real time. While obtaining better marketing results, it can also help advertisers quickly explore the sales market, find the shortest and most suitable marketing path, and save marketing funds.

In terms of content, Douping used short videos to capture the Z generation who have just gained sovereignty over the living room, and in terms of marketing strategy, it perfectly matched the Z generation users who currently have the most consumption power. It has undoubtedly created a new blue ocean of traffic on the big screen, and Douping's full-link marketing "product and effect synergy" has shown us greater possibilities, and the future is promising.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.