On September 9, 2016, China Telecom Best Tone Information Service Co., Ltd. (a fully-owned subsidiary of China Telecom) released its "multi-screen advertising solution” project. With the advantage of China Telecom’s family and business internet service user data, the company is able to connect smart TVs, computers and mobile phones to establish an online advertising platform that is data-centric and surrounds the entire family unit. Appcoach, Huan TV and Publicis Media (the co-organizers of the event), were there to show their support for China Telecom and the potential new market leader of China’s multiscreen advertising solutions industry.
In recent years, mobile Internet and smart TVs in China have taken a huge leap forward in development; the age of intelligent demand and interactive viewing has already arrived. For advertisers, the market for online advertising also presents itself as a paradox of multi-screen, multi-entry diversification. Consumer browsing habits have become more variable with attention fragmentation, fluctuation in demand, and content saturation. Faced with large amounts of data and more discerning consumers, advertisers are demanding more precision from online advertising, which poses a new challenge for the programmatic buying industry.
China Telecom is China's largest broadband network operator. Being in possession of a strong database and excellent data processing capabilities, China Telecom grasped the opportunity presented by the challenge of multi-screen, multi-entry and precision marketing. Multi-screen advertising precision marketing solutions were proposed to leverage big data and technical advancements, connecting China Telecom with more than 50 million Interactive TV (ITV) end points. The company aimed to create a joint smart TV resource by activating smart television advertising and monitoring the Internet behavior of home users in order to comprehensively analyze that behavior. With this goal in mind, it can create user portraits based on its pool of home users. These all-round value-added user portraits help advertisers achieve more accurate and more comprehensive programmatic ad buying.
During the seminar, Appcoach shared the mobile user data analysis capabilities of its proprietary SDK technology (accredited by many national patents) with attendants and guest speakers. More importantly, Appcoach also shared further insights on exploring future developments in the face of the challenges of multi-screen, multi-entry and precision online marketing.
Within just two years, Appcoach has become a leading global mobile performance agency with full coverage of the mobile advertising ecosystem and its own core leading technology. We deliver a premium mobile advertising solution through our profound understanding of machine intelligence. Solid machine learning and widespread data centers ensure Appcoach has the leading technology to support and fulfill maximum user acquisition performance.
As an agency that owns demand-side advertising platforms (DSP), Appcoach CEO Kent Wang pointed out that in his experience, prior to the multi-screen advertising solution, it was very challenging to precisely target users in a TV ad campaign. Before the launch of the multi-screen advertising solution, brand customers could only buy ads based on a certain timeframe or at a particular TV station price. However, the introduction of China Telecom’s multi-screen advertising solution has brought benefits to brand customers by utilizing big data technology and the prevalence of broadband networks to organically discover real potential users for the brand. It can also match user age range to achieve an even more meaningful smart TV ad campaign.
At the end of his speech, Wang emphasized his optimism for the future of the multi-screen advertising solution. “The project reflects three innovations within the industry: first, real-time bidding (RTB Programmatic Buy) is achieved in TV advertising; second, the definition of “digital marketing” is re-defined in TV advertising; finally, it deepens the tracking of user behavior and extends the target users across multiple screens.” Attending the Multi-screen Advertising Solution Seminar with China Telecom was a significant move for Appcoach. It demonstrates that beyond providing mobile solutions for advertisers, Appcoach is also committed to opening up three-screen interactive advertising solutions to provide advertisers with more precise advertising solutions.