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Mango TV Cheng Hongrong talk about big screen marketing: interaction with mobile phones is a trend wide...
With the rapid rise of smart TVs, the trend of networked large-screen devices in the living room has become increasingly prominent. The market for OTT (Over-The-Top) devices has not only maintained a size comparable to traditional televisions but has also emerged as a new potential platform for advertising, following PCs and mobile phones. This space is still being explored and developed.
At the 2017 China OTT Big Screen Marketing Leaders Summit hosted by Power Electronics, Cheng Hongrong, Vice President of Mango TV, shared his insights on the future direction of OTT big screen marketing.
While mobile devices have quickly replaced PCs due to their portability and convenience, large-screen TVs face challenges in terms of interactivity and user engagement. Designed for the living room environment, they often lack the same level of human-machine interaction that mobile or desktop devices offer, making it harder to build strong user loyalty.
Cheng Hongrong believes that to unlock the full potential of big screen marketing, the first step is to overcome the inherent limitations of TV’s interactive experience. From a product perspective, the TV serves as the main large screen, while the smartphone acts as a portable, smaller screen. By using methods like scanning codes, connecting the two screens can create a more seamless and engaging user experience.
Another key advantage of the large-screen TV is its role as the central device for family entertainment, particularly for video content. It allows for detailed user profiling based on different users' viewing habits, offering valuable insights into audience preferences.
According to Cheng, many partners are already leveraging this capability to develop targeted advertising strategies. For instance, ads for tech products are shown to male users who enjoy action and sci-fi movies, while cosmetic ads are tailored for female viewers who prefer urban dramas.
Although there is growing recognition of the value of OTT big screen marketing, the technology is still less mature compared to mobile and PC platforms. The key challenge moving forward lies in finding the right way to engage users on the big screen and further enhancing the accuracy of user profiling. As the industry continues to evolve, the ability to effectively harness these insights will be crucial for the success of OTT big screen marketing.