In 2022, the marketing circle must pay attention to a new concept: MDS

Judging from the advertising revenue data of Q1 financial report on the Internet, the online advertising industry is sad: Tencent decreased by 17.56%year -on -year, and Baidu decreased by 6.44%year -on -year ...

OTT big screen advertisements have become a touch of color, because advertisers pay more and more attention to brand building, which is exactly what OTT big screen is good at. OTT large screens have a more shocking audiovisual effect than PC and mobile phones, and have better presence of product details. Advertising and content can be more diverse. In unique scenes, the audience is a "living room owner" who has become younger and has a higher income, coupled with the intelligent release capabilities of the Internet platform, so in recent years, it has become the new favorite of advertisers. In June, Kaido jointly released the "2022 Smart Large Marketing Marketing Value Report" in June. 77% of advertisers have plans to continue to put in OTT, of which 31% of the plans increase investment.

It is not a problem to cast a large screen of OTT. The question lies in how to vote. As I watched the ratings on TV some time ago, what did the OTT big screen watch? "In the article, as an emerging advertising ecosystem, OTT large screens have always lacked a set of data evaluation systems similar to" ratings "to traditional TV to help advertisers scientifically evaluate the effect of advertising and improve the release strategy.

Although there are some data in the industry, the corresponding indicators cannot objectively reflect the actual effectiveness of the OTT large screen, and the four key dimensions of the connected data, active data, user portrait and content behavior of OTT large screen marketing effects are not corresponding at all corresponding to the corresponding dimension. Data evaluation system. With the explosive growth of OTT large -screen marketing, the industry urgently needs to be exclusive to the "new ratings" system for OTT large screens. The "2022 Smart Large Marketing Value Report" mentioned earlier gives such a "new ratings system": MDS. The next MDS may make the brand owner more targetedly expand OTT large -screen marketing to a certain extent, and in the process, it can control the efficiency.

What is MDS?

First introduce the Kayo of MDS.

Kaido, which is affiliated with the Global Communication Giant Crocodile WPP Group, was established in 1993. It is the world's largest data, research and consulting agency. In 60 countries or regions around the world, there are 160 office agencies. Asset data platforms, consumers visited 51 countries each year, have visited nearly 4 million consumers, covering 450 categories, with more than 100,000 brands.

MDS corresponds to three keywords:

Meaningful (meaningful) evaluate the quality of the media, that is, the advertisement must have memory, forming the driving force that affects the mind or the transaction;

Different (differentiated) evaluation media unique sign, distinguish between a medium and other media in terms of marketing roles and functions;

SALIENT (prominent) evaluate the basis of media flow, and measure its ability to effectively directly/indirectly touch the user.

These three keywords can measure the marketing value of all mediums together. Earlier, some of the existing evaluation data of the OTT screen, such as shipments, data collected by SDK and API, do not say that the data is not comprehensive, even if it is comprehensive, in fact, the OTT large screen is prominent in the SALIENT. -Se part of media traffic.

However, OTT large screen wins in "brand building" instead of just looking at the pure effect advertisement of short -term driver purchases. Therefore, naturally, you cannot just see the basic data of the amount of goods. Composition (user portrait), corresponding to the user's use of OTT large -screen consumption content/watching the full link behavior of advertising. This is my "TV viewing rating, what does OTT big screen watch? The four key dimensions mentioned in the article: network data, active data, user portrait and content behavior.

Kaido uses the MDS methodology for OTT large -screen marketing to evaluate the value of OTT media. It is essentially creating a set of viewing system exclusively for OTT large screens. User portrait and content behavior four OTT large -screen marketing key dimensions.

S-media traffic

Traffic is the basis of all business, and it is inseparable from the basis of traffic. OTT large screen has large -scale traffic, and has three prominent advantages:

One is to have a large enough traffic foundation. The equipment activation scale reaches 300 million, and the daily average viewing time is up to 3.4 hours, exceeding the average time of all mainstream media.

And Kaidu's investigation found that 83%of users and their families watched the content in front of the big screen, and 80%of the family viewed the scene in the scene of more than 3 people. This is different from the mobile phone/tablet/PC "one machine and one person". In terms of the number of equipment, the size of OTT large -screen active users has reached 1 billion from the "one -screen and three people" of the activation scale, which can be called a national super media. In addition, the OTT large screen also has the dissemination effect that has not had personal equipment such as discussions and common decisions such as family members.

In terms of the size of the user and the average time, OTT has become a super medium that is close to mobile phones, and it is a "attention black hole" in the living room.

The second is a strong and effective synergy. On the one hand, the family intelligent hub. More equipment in the family entertainment is carried out of different smart scenarios, which can be reached around the weather. On the other hand, it can be on the small screen. When different media collaborates, run over to increase the ability to reach; M-Media Quality

The traffic dividend disappeared, and the company finally realized that the inherent defects of the effect of pure traffic driving advertisements: buying traffic is effective, and not buying growth into stagnation. The cost of traffic is increasingly rising, there is no precipitation after advertising, the product does not have a brand premium, and the final volume and price fell very passive. The brand has become a "worker" for traffic. As a result, brand advertisements attaching importance to long -term growth and asset precipitation are becoming more and more recognized by enterprises. This is one of the deep reasons for the favors of the media construction of OTT large screens.

What is more important than the "quantity" of traffic is "quality", especially when the OTT carrys the heavy responsibility of the brand construction of the enterprise, the factors related to the quality, copywriting, and vision of marketing content can determine the effect. Opportunities to watch, be memories of users, get empathy by users, and let users act. Kaido's "Digital Content ROI Raise Manual" pointed out that 55%of marketing activities are determined by content quality, followed by the reach and frequency.

"Quality" and "quantity" are both the advantages of OTT large screens at the basis of traffic: the same number of active equipment, the same content consumption is time, but it can form a stronger reach effect, because there are two OTT large screen advertisements in two advertisements. An unique advantage, one is "big screen", enlarging advertising through "big screen", a stronger audiovisual effect will be more shocking consumers; the other is "exclusive". A brand resource exclusive can form a strong memory. 70%of the respondents believe that the visual impact of OTT's large screen/screen insurance advertising has a strong visual impact, and the advertising memory exceeds long video/short video/social platform/outdoor. In other words, the same traffic will have a stronger mental influence on the OTT large screen.

In addition, the content of the advertising of smart TVs is generally relatively high -quality, with less negative feedback, especially large -screen advertisements such as booting and screens are carefully produced, and the visual effects are highly valued.

D-media characteristics

The essence of short videos, social and other media is around the small screen "volume", and they try to attract users to the eyeballs between the square inch and then strive for it. Small screens are difficult to make visual impact on users, so it is difficult to compete for long -term construction tasks of the brand, but its advantage is that users click to facilitate the effect of effect advertisements. OTT large screens have unique physical forms, physical locations, and use scenarios. Based on this, it has a variety of media uniqueness. For example, it is good at leaving deep memories of users with high -quality visual content to achieve the goal of accumulating long -term brand assets.

Kay Data shows that the two major marketing goals of advertisers in OTT advertising are the first is to enhance the brand image (86%of the respondents), and the second is to expand the cognition (71%of the respondents). The keywords with the most brand image that advertisers hope to shape are young, dynamic, high -end, professional and reliable. In addition, they also have a sense of innovation, trendy, and technology. The role of smart TV advertisements on brand cognition significantly exceeds Internet long videos, short videos, social, outdoor and other media.

In addition, OTT large -screen advertisements are not only capable of transmitting brand/product information, affecting consumer -enhanced brand image, but also have strong effects driving capabilities. The effect of "what you see is income" is between small screens and outdoor, but the focus is that it can better stimulate the interest of the audience to understand the brand/product, which is conducive to driving subsequent consumption, such as searching/e -commerce/social platform search Understanding or seeing advertisements directly reflects a law found after investigating many media: the medium and long -term effect of brand assets drives sales is seriously underestimated. Seven open.

Jiang Nanchun, chairman of Focus Media, has a point of view: strong brands bring their own traffic, the proportion of well -known brands with its own traffic is 60%-70%, and the conversion rate of traffic advertising brands is three times that of other brands. The discovery is amazing. The core advantage of the OTT large screen is to affect the user's mind, accumulate brand assets, and form long -term effects, as Jiang Nanchun said, making the brand "become common sense and a choice of unsteady thinking." In this step, consumers take the initiative to remember, Understanding, paying attention to the brand, or seeing the brand that is not compared directly, that is, traffic, that is, the formation of the brand drives sales.

OTT large -screen medium has the attributes of brand and effect marketing, so it is not easy to scientifically comprehensively measure its value. Fortunately, after the MDS methodology "drawing the cocoon", the core value system of the OTT media traffic, quality, and characteristics has been very clear. Based on this, it is no longer difficult to judge the marketing value of different OTT media platforms. The quantitative result of the triangle is essentially the "new ratings system" of the OTT large screen.

Is MDS evaluating the value of large screens is reliable?

Some people want to say that Kaido MDS is very different from the data assessment system we understand, because it is not automated enough, and it needs to be similar to visiting users and market research. Such an evaluation system does not look like Internet advertising. The intelligent evaluation system is so precise, the latter can even achieve real -time feedback effects, automatically improve the strategy, and perform programmatic intelligent launch. Why does MDS go back to the old path of "research"?

OTT large screens are intelligent enough, and the background has accurate, fine and real -time content consumption data, but the ratings of OTT large screens are not equal to the reach. The effect of brand advertisement can also be used to break away from such a "stupid method", because the influence of the brand on the human heart can only be seen by the background data. MDS is a set of methodology for evaluating media value. Except for S (traffic basis), M (media quality) and D (media characteristics) determine the dimensions of brand building capabilities is more emotional data. choose.

Because of this, the ratings system of OTT large screen requires the deep integration of digital technology and scientific artificial research. This is the essence of MDS. It will not only pay attention to the full macro data such as networking and active. And this is exactly what Kaido is good at. Database, 90%of the top 100 brands in the world use LINK, which is authoritative and credible for the assessment results of advertising quality.

The characteristics of the OTT large screen determine that it is destined to have a different marketing effect assessment system. Regardless of whether Kayo can eventually become the "Sofer" of OTT large screens, in the long run, I think the "new ratings system" of OTT large screens " The provider will definitely be a third -party advertising data/survey/monitoring agency like Kaidu.

MDS accurately reflects the marketing capabilities of OTT media. Many OTT platforms claim that they are the first in the industry, and now we can see the real situation using MDS.

S (SALIENT) reflects the traffic basis, that is, the user's ability to reach the OTT medium. In the S dimension of the Kaido MDS evaluation system, the potential measurement elements of OTT manufacturers are three: 1. The increase in shipments determine effective equipment coverage; 2. The network rate reflects the real coverage; 3. The brand health reflects competitive potential. That is, we must not only consider stock shipments, but pay attention to the real use of OTT devices.

The Kaido survey shows that the newly added Xiaomi share in Smart TV in China from 2019-2021, and among China Mobile and China Telecom's two major broadband communication operators connected to TV brands, Xiaomi has the highest share. It is the subjective impression of the smart TV market.

At the same time, different brands of OTT devices have different user bases, such as Xiaomi Smart TV users' high -tier cities, which mainly covers economic developed areas; and their audience and middle -aged and middle -aged, middle and high education, and white -collar workers account for higher proportion, presenting High income and high consumption power, many are new middle -class families. They pursue higher product quality, love technology more, and consume for "fun". Such people are the most for brands who want to establish a high -end and younger image. Suitable target audience.

User structures such as young, trendy, and middle -class have formed the unique traffic foundation of Xiaomi OTT. Its marketing value in high -end brands such as cars, maternal and infants, liquor, luxury goods, etc. Shan Dai and Xiaomi OTT hold hands. Through the content marketing and innovative multi -end linkage of the heart, they seize young people to build a sense of trust, realize new brands, and seize the trend of new domestic products.

At the level of brand health, Kaido survey also shows that at the dimension dimension such as "loyalty", "use" and "cognitive degree", Xiaomi OTT itself has a relatively prominent experience and reputation. Users have a good opinion of OTT brands and subtly subtly. Advertising on the platform will also be higher.

M (Meaningful) evaluates the quality of advertising, that is, OTT media ads to "penetrate" the ability to "penetrate" the user, determine whether the user and the degree of consumer advertisements, if the advertising quality is good, the user will leave brand memory or conversion action. The "penetration" capacity is determined by the quality of the advertising material itself (including creativity, vision, copywriting, interaction, etc.) and the advertising capacity of OTT media.

In response to this, Kaido MDS methodology proposes a more specific indicator system such as the "Advertising Quality Content Index" and "Advertising Drive Index on Subsequent Behavior" to quantify the advertising quality of the OTT large screen. For example, the "Advertising Quality Content Index" Xiaomi reaches 110, which means that its user recognition is 1.1 times that of other five major domestic smart TV brands. The statistical method is that in the survey, for the high -quality content of smart TV advertising, Xiaomi brand users choose the proportion of "very+a little consent" / domestically produced five major users of "very+a little consent" * 100.

In terms of advertising presentation, Xiaomi also provides a variety of innovative interactive advertisements that fit OTT large -screen characteristics in addition to the booting, screening, patch, insertion, main interface, and implanted advertisements.

Earlier this summer, Xiaomi Marketing and Volvo joined hands to explore large -screen+small screen linkage AR marketing. Users scan the AR small program code in the brand number on the big screen on the big screen of Xiaomi to enter the "Woxiang AR World" applet. Choose any celebrity celebrities such as Gao Yuanyuan, Xu Zhiyuan, Luo Xiang, etc. to realize "not enough to enjoy the beautiful scenery". Through the insight of people who are eager to go out of the outbreak, they pass on the brand spirit of Volvo. Creative advertisements like this, even if they are not involved, it is unlikely to give negative feedback. It is also a manifestation of the innovative interaction of "Internet aboriginal people" to let users love to play. of. D (Different) reflects the characteristics of the media. The characteristics of the OTT large screen are that they have powerful brand asset precipitation capabilities, which can promote sales conversion for a long time. In the specific indicator dimension, Kaido MDS methodologies proposed "smart TV advertisements to shaping the brand image (index)" and other detailed indicators, including users' recognition of the labels such as advertising "young and energetic" and "high -end". In the performance of these indicators, Xiaomi Smart TV is significantly higher than other domestic smart TV brands. Among them, "smart TV advertisements make me easier to remember the brand or product (index) that promoted in it" and "smart TV advertisements allow me to advertise brand or Products are easier to make decisions (index) "1.09 times and 1.57 times of other five major domestic brands, respectively.

In different advertising forms such as booting, screening, patch, plugging, main interface, implantation, etc., Xiaomi OTT has also showed stronger advantages, such as stronger visual impact on boot advertising, more technological sense, etc. These are all these. These are all these. There are corresponding quantitative indicators to proof, which is why brands such as Gucci focus on visual effects will hold hands with Xiaomi OTT.

GUCCI moves the show to a large screen, and builds an immersive high -quality brand advertisement covering the show of the show on the show of the show. The image of material innovation has impacted the growth point of the young people of generations.

For another example, the Spring Festival marketing golden season, Luzhou Laojiao-Guojiao 1573 "Chinese Taste Limited Collection Edition" was launched. The family members of the family, combined with the "common taste of the Chinese year" reunion emotional connection, deepen the user's memory of the brand, and efficiently spread the selling points of new products and promote sales conversion.

MDS is a top -level framework or methodology that measures the value of OTT medium, and the "new ratings system" given by data is completed by the MDS framework based on the detailed indicators of research and big data. Judging from the overall evaluation results of the marketing value of domestic OTT media, although there are some flaws, it does not affect its overall accuracy. Relying on the MDS system The previous qualitative became current quantitative, and the results were still convincing. Kaido believes that the OTT media value assessment has entered the new era of "MDS", and Luo Chao Channel take it seriously.

At the end

After experiencing the epidemic washing, companies are more aware of what is really important. In terms of market action, the "immediate" effect marketing is important. The bamboo basket hit the water. Because of this, precipitating brand assets are the "long -termism" that companies need to adhere to. With a solid brand base, enterprises can have the toughness of responding to the uncertainty of the environment in a very period, and it can also lay a solid The foundation, which is in the high -speed growth period, has undoubtedly become a key position for brand building.

At present, the market situation is still severe. The good side is that the marketing resources such as OTT medium are relatively cheap. Whether it is for users to keep their memory or brand rebuilding or renovating or emerging brand creation, it is just at the time that OTT medium builds the brand. However, it must not be bombarded by vigorously putting on OTT media resources, but to be targeted. To do this, it is necessary to apply a media value scientific evaluation system such as MDS. The brand focuses on the "iron triangle" trinity around traffic, quality and characteristics to think about the launch strategy.

Looking deeper, MDS is also a medium effect assessment thinking with a wide range of scenarios. It is effective on the OTT large screen and has its applicability in other various media. In 2022, MDS may become the next marketing keyword as good as the quality combination.

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