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CIBN Internet TV unveiled the China Interactive Marketing Trends Forum in China...
On November 22, the 5th China Interactive Marketing Trends Forum, organized by the Communication College of the Communication University of China, the National Advertising Institute, and Media magazine, along with the 2017 China Interactive Marketing Academy Awards Ceremony, took place at the Beijing International Convention Center. CIBN Internet TV was honored with the Outstanding Platform Award from the China Interactive Marketing Academy, and Wang Jianxing, Deputy General Manager of the CIBN Internet TV Marketing Center, accepted the award on behalf of the company. In addition, he delivered a speech titled "Large Screen · Look East" at the forum.
[Image: CIBN Internet TV received the award of China Academy of Interactive Marketing Awards, and Vice President of CIBN Internet TV Marketing Center Wang Jianxing (first from right) took office]
Wang Jianxing shared his insights on developing internet TV advertising within the home internet ecosystem, using CIBN Internet TV as a case study.
[Image: Deputy general manager of CIBN Internet TV Marketing Center Wang Jianxing made a speech]
Currently, internet TV has become a popular channel for advertisers. According to data, the internet TV advertising market reached over 1 billion yuan in 2016, and this year it has surpassed that figure, with an expected value of 2.5 billion yuan.
Why is internet TV advertising so popular? Wang Jianxing presented several data points to explain:
**Number of media levels**
The number of internet TV-enabled users has been growing rapidly, with 4.5 million new users added each quarter and 18 million per year. This year, the number of active terminals is already two-thirds of cable TV, and it's expected to match cable TV next year. As user numbers grow, viewing habits and advertiser budgets are shifting accordingly. The rapid growth of exclusive internet TV users now accounts for 11% of all TV platform users and 15% of digital video users, a number that is projected to double in two years. If advertisers don’t include internet TV, they risk missing out on a significant portion of their target audience.
**Audience quality level**
Internet TV attracts a high-end, quality audience that is highly valued by advertisers.
**Advertising effectiveness level**
CIBN Internet TV recently conducted an experiment with Sysmex and Ove Cloud to evaluate the value of its advertising. Using an electroencephalogram (EEG) test, they analyzed three dimensions: average viewer population, screen attention coefficient, and viewing completeness coefficient. The results showed that the value of internet TV advertising is three times that of PC ads and four times that of mobile ads. Compared to traditional TV commercials, internet TV ads run throughout the entire viewing process with less disruption and higher recall rates.
In summary, internet TV media has become a sought-after platform, and the supply of ad space is becoming increasingly natural.
(Source: 2017 OTT Advertising Guide)
Under such a favorable environment, CIBN Internet TV actively developed its advertising business based on three core identities: licensee, media operator, and resource integrator, achieving notable success.
**CIBN Internet TV launches advertising business based on three identities**
Firstly, as a licensee, CIBN Internet TV fulfills its content management responsibilities while leveraging its licensing advantages to collaborate with partners for mutual benefit. “As a new media service operator under China Radio International, CIBN Internet TV is also one of the authorized units for Internet TV integrated broadcast control and content service licenses. Content control is a key responsibility, and advertising is part of that,†said Wang Jianxing. He emphasized that CIBN is also working to establish industry organizations to regulate the advertising sector.
Licensing brings not only obligations but also significant advertising resources. “We focus on exchanging advertising or operational rights with our partners, sharing risks and benefits rather than collecting one-time license fees,†Wang explained.
Secondly, as a media operator, CIBN Internet TV combines both hardware and software to build a complete production chain. At the hardware level, it offers smart TVs, set-top boxes, projectors, and laser TVs. On the software side, it has developed a media matrix led by CIBN HD TV, including games, music, e-commerce, education, and health services, as well as original content like "Oriental Grand Theater" and "Living School." The CIBN platform, which supports these high-quality contents, won the BIRTV2017 Product, Technology and Application Project award.
Thirdly, as a resource integrator, CIBN Internet TV leverages its partnerships with manufacturers. Wang pointed out three main advantages: alignment with manufacturer goals, deep cooperative relationships, and complementary media resources. “CIBN Internet TV is a state-owned but market-oriented company. We innovate to meet customer needs and believe in mutual benefit and win-win outcomes,†he concluded.