Marketing is a multidisciplinary industry, which determines its inherent complexity. If a person can understand biology, he can remain objective; if he understands psychology, he can explain the motivation for action, and his rich knowledge reserve can handle complex types of work. Tan Beiping holds a bachelor's degree in biology from Tsinghua University and a master's degree from the Institute of Psychology, Chinese Academy of Sciences. His high-quality academic qualifications and background have given him profound insights into the underlying logic, development strategies and trends of advertising and marketing. It is precisely because of this that Tan Beiping has his own unique marketing perspective: Although marketing is inherently complex, looking back on the past ten years of audiovisual, the essence of marketing that understands needs has never changed, only marketing tools and specific methods have changed. In Tan Beiping's eyes, the past ten years have been a decade of rapid development in advertising and marketing, especially the rise of Internet advertising based on digital technology, which has had a profound impact on the industry. The rise of one side and the decline of another. Around 2010, it was a stage when the Internet grew and exploded again after a long period of silence. Some Internet companies that had survived the economic crisis became more mature, so it was known as the second leap of the Chinese Internet. China From the Internet era to the mobile Internet era, the way people obtain information has begun to shift from television and newspapers to the Internet and mobile phones, and the form of living space has also begun to change from singularity to diversification and fragmentation. It was also at this stage that the Internet had an impact on more industries, including the advertising and marketing industry. A study by Millward Brown, the company Tan Beiping worked for at that time, gave the market an important signal: when media investment increased and TV investment decreased, the advertising effect was better, and the share increased by 27%. When the media budget does not increase or even decreases, if more money is transferred from the TV budget to other media, the share can still be increased by 11%. Cross-screen advertising has become an important trend amid shrinking TV budgets. The more advertisers invest in digital media, the greater the need for digital and cross-media measurement. This also means that traditional TV viewing measurement and evaluation are no longer adaptable to this change and need to evolve. In order to help advertisers smoothly extend their marketing investment from traditional media to Internet media, in 2009, Tan Beiping used the concept of iGRP to closely link communication effects with reach and frequency to promote cross-screen measurement. After connecting TV and Internet measurement standards, Tan Beiping participated in the development of the cross-media budget allocation system MixReach in 2010 to provide advertisers with cross-media budget allocation solutions. Just one year later, at the end of 2011, Tan Beiping gradually incorporated the previously proposed iGRP theory into media such as building TVs, smart terminals, and digital TVs to achieve multi-screen effect evaluation and help advertisers improve the effectiveness of cross-screen advertising. ROI. The launch of iGRP and MixReach can be said to be a "milestone" for the industry. Relevant data shows that in less than two years since its launch, iGRP has promoted more than 80% of video advertisers to adopt this system for advertising effect evaluation and optimization. Help advertisers solve cross-media optimization issues. Since then, Internet advertising has become the new standard in the industry and gradually occupied a dominant position. In 2014, online advertising surpassed TV for the first time. In 2015, TV advertising volume declined for the first time. In 2019, Internet advertising accounted for more than 50%. Internet advertising Absolute leadership position consolidated. From traditional TV advertising to Internet advertising, the advertising market has evolved. Return to big-screen advertising During the rise of Internet advertising, advertisers' needs have undergone a major change, and they have begun to shift from brand advertising to performance advertising. Tan Beiping said that just as digital advertising continues to shrink the share of traditional TV, performance advertising is also Seize the brand advertising market. Once upon a time, when traditional television was dominant, marketing emphasized the value of brand promotion. Major brands particularly valued the value of CCTV prime time in brand promotion, and spent thousands of dollars to compete for the top spot. There is still a famous saying in the industry: " Last year, I drove a Santana and traded it for a luxury Audi; this year, I drove a Mercedes and traded it for a stretched Lincoln!" This sentence comes from the director of Qinchi Winery, who won the CCTV bid for 66.66 million that year! Wang, and thus achieved sales of 950 million, and exchanged the value of Santana for a Mercedes-Benz. The next year, he spent more than 300 million and set a goal of 1.5 billion, hoping to obtain a long-term Lincoln with the value of Mercedes-Benz. This shows advertisers' enthusiasm for traditional TV brand advertising.
Later, with the popularization of mobile Internet, "using Internet advertising to achieve conversions" became the industry's common sense. Especially under the influence of the epidemic in 2020, performance advertising that emphasizes immediate results and is aimed at completing transactions has received even more attention. According to data from QuestMobile, the proportion of performance advertising in Internet advertising has increased to 65% in 2020. However, as time passes by 2022, the advertising market has returned to calmness, and advertisers have begun to rethink the value of brand advertising. Advertisers' advertising needs tend to shift from brand advertising to performance advertising and back to brand advertising. "In the long run, the investment in advertisers' brand budgets will definitely grow." Tan Beiping said that in the past few years, advertisers, especially emerging advertisers, have paid too much attention to advertising effects, but this may be short-lived. In the context of Internet traffic peaking, on the one hand, it is reflected in the dilemma of difficult volume and low ROI, and the conversion rate of effective advertising is easily close to the ceiling; on the other hand, it is reflected in the black swan incident, leading brands have obviously shown stronger Growth resilience and the ability to withstand risks. In contrast, companies that formulate business strategies based entirely on results are increasingly prone to falling into performance difficulties. Brands have begun to re-examine the value of brand building. Relevant reports also provide more factual basis for this trend. According to the "2022 Six Major Trends in Brand Advertising Report", in the uncertain market environment, more and more companies have increased their emphasis on brand building, whether they are large companies with a turnover of more than 1 billion, or companies with a turnover of 500 Small businesses with less than 10,000 yuan recognize the long-term investment significance and value of brands. 94% of business owners believe that brands are the moat for corporate development. Not only that, more than 70% of business owners are preparing to increase their brand advertising investment budget; according to data from the "2022 China Digital Marketing Trend Report" of the Miaozhen Academy of Marketing Sciences, 88% of advertisers choose "the purpose they hope to achieve by advertising" The brand goal is to strengthen the brand image and enhance brand awareness. The proportion has increased significantly compared with last year, and marketing focusing on "quality" is returning. Correspondingly, with the resurgence of brand advertising, the value of TV marketing channels has once again become prominent. The "2021 China Internet Advertising Market Insights" shows that the share of PC advertising is no longer behind that of OTT smart hardware. OTT channels have achieved overtake for the first time and have a tendency to further seize mobile Internet advertising. From traditional TV brand advertising to performance advertising in the Internet era, to OTT's return to brand advertising, it seems like a reincarnation, but it is actually a spiral process. OTT can be said to combine the advantages of both while eliminating some shortcomings. Tan Beiping emphasized that the traditional form of television communication uses one-way output from TV stations to deliver messages, and users cannot interact efficiently in real time. Therefore, advertisements cannot be placed accurately and there is no way to accurately monitor them. Smart TVs are TVs built based on intelligent systems. In principle, they are very similar to the precise monitoring of PCs and mobile phones. In addition, the digital capabilities of smart large screens also bring more interactive and personalized advertising forms, which is an advantage over traditional TV. The further evolution of brand value follows the changes in the industry. In the past two years, Tan Beiping has paid more attention to smart large screens. He is quite touched by the real pain point of smart large screens being "valuable but not pricey". He believes that the value of smart large screens has not been fully released. The key point is that at present, some advertisers still do not have sufficient understanding of smart large screens and do not know why and how to place large-screen advertisements. In this regard, Tan Beiping said that smart large screens should strengthen market education, especially the cognitive education of advertisers, and at the same time give play to the leading role of large enterprises. Large screen manufacturers should strengthen resource integration, especially the development of new products for emerging brands. Advertising forms, such as market investment products, etc. In the process of tapping commercial potential, will large-screen TVs have to seize performance advertising budgets? "It's unlikely, and it's not necessary," Tan Beiping said. The starting point of performance advertising is to promote product sales. The assessment of performance advertising focuses more on conversion. It is mainly settled through CPC (pay-per-click), CPS (pay-per-sales), CPA (pay-per-action) and other methods. However, TV media is affected by remote control devices and users’ viewing habits, and there are obvious obstacles in purchase conversion. Although large-screen parties have been exploring for more than ten years and completed conversion by installing e-commerce APPs or building shopping areas, in the past year, In the past two years, the possibility of users placing orders directly through TV is very small. Tan Beiping believes that different media have different attributes and usage scenarios, and it is difficult to have both effect advertising and brand advertising value. Each media should perform its own duties.
For smart large screens, it is more important to maximize strengths and avoid weaknesses. In the digital era, it is more important to tap new value in brand advertising. From the shift away from traditional TVs in advertising to smart large screens, we can see that even though they emphasize the value of brand advertising, advertisers are abandoning brand advertising that is “unusable” and “ineffective” and urgently need “easy to use” and “useful” , "effective" brand advertising. This highlights the urgency for smart large screens to strengthen their precise recommendation, programmatic delivery, and back-link verification capabilities based on their digital advantages, thereby achieving iterative development of brand advertising and meeting the new advertising needs of advertisers in the digital era. Smart large screens are expected to achieve new breakthroughs based on family attributes and data resources, and on the basis of good brand value. Tan Beiping said that the past ten years have been the ten years when smart large-screen marketing has taken off as a whole. In the next ten years, or even shorter, the scale of large-screen advertising will achieve N-fold growth, moving from the overall momentum to a breakthrough. Tan Beiping●Dean of the Miaozhen Academy of Marketing Sciences and Vice President of Mininglamp Technology Group●Tan Beiping, a serial entrepreneur in the field of data-driven insights, is currently the dean of the Miaozhen Academy of Marketing Sciences. He is fully responsible for the basic theory and application innovation research of marketing science and promotes marketing. Knowledge accumulation, industry promotion and application development of scientific achievements. ●Has nearly 20 years of market research and over 15 years of experience in insight product development. He is a rare scholar in the marketing industry who has a research background in biology and psychology and is proficient in neuroscience, large and small data fusion and attribution analysis models. Expert with more than 30 core patents. ●Written "Weak Brand, Strong Brand: Knowledge and Action on Growth in the Digital Era", edited "China Internet Advertising Development Report (2019)", "China Internet Marketing Development Report (2020)", etc., and translated "Global Brand", "Growth Power - How to Build the World's Top Brands", etc.