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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, hosted by the Communication College of the Communication University of China, the National Advertising Institute, and Media magazine, was held alongside the 2017 China Interactive Marketing Academy Awards Ceremony at the Beijing International Convention Center. CIBN Internet TV was honored with the "Outstanding Platform Award" from the China Interactive Marketing Academy. Wang Jianxing, Deputy General Manager of CIBN Internet TV's Marketing Center, accepted the award on behalf of the company. In addition, he delivered a speech titled "Large Screen · Look East" at the forum.
â–² 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
During his speech, Wang shared insights on how CIBN Internet TV has successfully developed its advertising business within the home internet environment. He emphasized that internet TV is becoming a key platform for advertisers due to its growing user base and high-quality audience.
â–² Deputy general manager of CIBN Internet TV Marketing Center Wang Jianxing made a speech
According to data, the internet TV advertising market reached over 1 billion yuan in 2017, surpassing the previous year’s figure of 1 billion and expected to grow to 2.5 billion by the end of the year. This growth is driven by the rapid expansion of internet TV users, who are now accounting for a significant portion of the total TV and digital video audience.
The number of internet TV-enabled users is growing at an impressive rate—4.5 million per quarter and 18 million per year. With over two-thirds of cable TV's active terminals, internet TV is rapidly catching up and may soon overtake traditional TV in terms of active users. This shift is changing viewing habits and influencing where advertisers choose to invest their budgets.
Furthermore, the audience quality on internet TV is considered high-end, making it more attractive to advertisers. Wang also presented data showing that internet TV advertising is three times more effective than PC ads and four times more effective than mobile ads, based on an EEG experiment conducted with Sysmex and Ove Cloud.
Compared to traditional TV commercials, internet TV ads run throughout the entire viewing process, but with less interference and better audience recall. As a result, many advertisers are now focusing more on this platform.
Under such a favorable environment, CIBN Internet TV has actively expanded its advertising business by leveraging its roles as a licensee, media operator, and resource integrator.
Firstly, as a licensee, CIBN Internet TV not only fulfills content management responsibilities but also collaborates with partners to build a more regulated and sustainable advertising ecosystem. Instead of just collecting one-time license fees, they focus on sharing risks and benefits through exchanges of advertising rights.
Secondly, as a media entity, CIBN Internet TV has built a comprehensive production chain by combining hardware and software solutions. They have launched smart TVs, set-top boxes, projectors, and other devices, while also developing a wide range of content across gaming, music, education, and more.
Thirdly, as a resource integrator, CIBN Internet TV works closely with manufacturers to create mutually beneficial partnerships. These collaborations allow them to leverage each other’s strengths and achieve greater value in the market.
Wang concluded by emphasizing that innovation and flexibility are key to CIBN Internet TV’s success. Despite being state-owned, the company operates in a highly competitive, market-driven environment, constantly seeking new ways to meet customer needs and drive growth.
(Source: 2017 OTT Advertising Guide)