Kev Tshaj Tawm TechnologyCov ntsiab lus MarketingTxawb Khoom thiab Kev Lag Luam Kev Lag LuamSocial Media & Influencer Marketing

Marketing Takeaways rau Convergence ntawm TV thiab Internet

Kev sib koom ua ke ntawm TV thiab Is Taws Nem sawv cev yog ib qho kev hloov pauv tseem ceeb tshaj plaws hauv kev siv xov xwm thiab cov tswv yim faib cov ntsiab lus hauv xyoo tas los no.

Kev lag luam hauv TV tau dhau los ua qhov kev hloov pauv loj, nrog rau cov thev naus laus zis tshiab thiab cov kev pabcuam uas ua rau cov neeg saib niaj hnub xav tau kev hloov pauv, xaiv, thiab yooj yim. Cov kev tsim kho tshiab no tau qhia txog ib chav ntawm cov lus sau uas qhia txog lub sijhawm tshiab ntawm kev noj cov ntsiab lus:

  • Sab saum toj (OTT): Direct online streaming cov kev pabcuam rau cov neeg siv khoom, sib tw cov qauv tshaj tawm cov qauv.
  • Txuas TV (CTV): Internet-enabled TVs uas tso cai rau cov ntsiab lus streaming los ntawm cov apps tsim rau hauv TV lossis cov khoom siv txuas nrog.
  • Advertising-based Video on Demand (AVOD): Cov ntsiab lus pub dawb txhawb los ntawm kev tshaj tawm, muab lwm txoj hauv kev rau cov qauv ua npe.
  • Subscription Video on Demand (SVOD): Ib qho qauv uas cov neeg saib tau them tus nqi tsis tu ncua rau kev nkag mus rau lub tsev qiv ntawv cov ntsiab lus tsis txwv.
  • Transactional Video ntawm Demand (TVOD): Cov kev pab them nqi-ib-cov ntsiab lus, qhov twg cov neeg saib them nyiaj rau txhua qhov yeeb yaj kiab lossis qhia lawv saib.
  • Multichannel Video Programming Distributor (MVPD): Ib txwm siv cable lossis satellite kev pabcuam uas muaj ntau txoj hauv kev hauv lawv cov pob.
  • Virtual Multichannel Video Programming Distributor (VMVPD): Cov kev pabcuam online muab cov pob khoom nyob hauv TV hauv internet yam tsis tas yuav muaj kev sib txuas ntawm cable lossis satellite.
  • Internet Protocol TV (IPTV): Cov ntsiab lus hauv TV xa tawm hauv internet siv lub network raws tu qauv tsim los rau kev hloov cov ntaub ntawv ceev ceev.

Nws yog qhov tshwm sim ntau yam uas tau tsav los ntawm kev nce qib thev naus laus zis, hloov pauv kev nyiam ntawm cov neeg siv khoom, thiab cov tswv yim ua haujlwm ntawm cov tswv network thiab cov chaw muab cov ntsiab lus.

Network tswv yim thiab kev sib koom ua ke

Network tswv cuab convergence yog hais txog kev koom ua ke ntawm kev tswj cov ntsiab lus thiab kev faib raws. Cov tuam txhab xov xwm loj tau sib sau ua ke los tsim cov koom haum loj nrog kev tswj hwm ob lub xov tooj cua hauv TV thiab hauv internet platforms. Piv txwv li, Disney qhov kev yuav ntawm 21st Century Fox tau tso cai rau yav tas los faib cov ntsiab lus ntawm cov kev cai ib txwm muaj thiab cov kev pabcuam streaming zoo li Disney +. Qhov kev hloov pauv no rov txhais lub TV los ntawm kev tshaj tawm xov xwm nruj me ntsis mus rau ntau qhov kev pabcuam.

On-Demand Content thiab Subscriptions

Qhov nce ntawm cov ntsiab lus ntawm kev xav tau zoo li Netflix, Amazon Prime Video, thiab Hulu tau cuam tshuam cov txheej txheem TV niaj hnub teem sijhawm thiab cov qauv faib. Cov platforms no muaj cov qauv kev tso npe ua lag luam uas tso cai rau cov neeg saib nkag mus rau ntau yam ntawm cov ntsiab lus ntawm lawv qhov yooj yim, hla kev siv cov kab ke ib txwm siv.

Kev sib cuam tshuam ntawm Devices

Kev sib cuam tshuam ntawm TV cov ntxaij vab tshaus thiab cov khoom siv txawb tau nce ntxiv nrog kev siv cov ntawv thib ob thiab cov TV ntse. Cov neeg saib tam sim no tuaj yeem siv lawv cov khoom siv txawb los cuam tshuam nrog cov ntsiab lus hauv lub sijhawm tiag tiag, uas qhib qhov rooj tshiab rau cov neeg tshaj tawm los koom nrog cov neeg siv khoom ntau dua thiab ntsuas cov lus teb tam sim ntawd.

Kev cuam tshuam rau Kev Tshaj Tawm

Kev sib koom ua ke tau cuam tshuam rau cov tswv yim tshaj tawm. Cov neeg tshaj tawm tsis tuaj yeem cia siab rau qhov dav dav ntawm pej xeem lub hom phiaj los ntawm cov kab hauv TV ib txwm muaj. Txawm li cas los xij, lawv yuav tsum hloov mus rau thaj chaw tsis sib haum xeeb nrog qhov tseeb lub hom phiaj, siv cov ntaub ntawv txheeb xyuas thiab kev tshaj tawm kev tshaj tawm kom ncav cuag cov neeg tuaj saib tshwj xeeb thoob plaws ntau lub platform.

Hnubpoob thev Naus Laus Zis

Cov technologies tshiab zoo li 5G, Artificial Intelligence (

AI), thiab Internet ntawm Tej Yam (IoT) txhim kho qhov kev sib koom ua ke ntxiv. Nrog rau kev hloov pauv cov ntaub ntawv sai dua, AI-powered personalization, thiab ib qho kev nthuav dav ntawm cov khoom siv txuas nrog, cov ntsiab lus tseem ceeb rau cov tshaj tawm tau loj hlob zuj zus.

Strategic Takeaways rau Marketers

  • Kev Sib Tham Sib Tham Sib Tham: Cov neeg lag luam yuav tsum tsim cov phiaj xwm uas hla ntau lub platform, muab cov khoom lag luam zoo sib xws los ntawm TV mus rau cov khoom siv txawb.
  • Kev nqis peev hauv Data Analytics: Nkag siab tus cwj pwm ntawm cov neeg saib thoob plaws lub platform yog qhov tseem ceeb. Cov ntaub ntawv analytics tuaj yeem pab tsim cov phiaj xwm kev tshaj tawm.
  • Leverage Programmatic Advertising: Kev yuav thiab muag ntawm qhov chaw tshaj tawm, siv AI los txhim kho qhov chaw tshaj tawm hauv lub sijhawm, yog qhov tseem ceeb rau kev ua haujlwm zoo.
  • Ua kom pom tseeb ntawm Cov Ntsiab Lus Zoo: Nrog cov neeg saib muaj kev xaiv ntau dua li qhov qub, cov ntsiab lus zoo, sib koom ua ke yog qhov tseem ceeb rau kev ntes thiab khaws cov neeg tuaj saib.
  • Kev sib tham thiab koom nrog: Siv cov yam ntxwv sib cuam tshuam ntawm cov cuab yeej ntse los tsim kev sib koom ua ke, teb cov lus tshaj tawm uas txhawb cov neeg saib kev koom tes.
  • Npaj rau New Technologies: Ua kom nrawm ntawm kev nce qib thev naus laus zis zoo li AR / VR los koom nrog rau hauv cov tswv yim tshaj tawm yav tom ntej.
  • Saib xyuas Cov Cai Tswjfwm Ntiag Tug: Nrog kev txhawj xeeb loj zuj zus txog cov ntaub ntawv ntiag tug, nws tseem ceeb heev kom paub txog cov kev cai uas tuaj yeem cuam tshuam txog kev tshaj tawm.

Kev hloov pauv ntawm TV thiab internet sib koom ua ke nthuav tawm cov kev sib tw thiab lub sijhawm rau cov neeg tshaj tawm. Raws li cov toj roob hauv pes txuas ntxiv mus, yog li cov tswv yim lag luam yuav tsum ua haujlwm kom ncav cuag thiab koom nrog lawv cov neeg tuaj saib zoo.

Douglas Karr

Douglas Karr yog CMO OpenINSIGHTS thiab tus founder ntawm lub Martech Zone. Douglas tau pab ntau ntau qhov kev vam meej MarTech startups, tau pab nyob rau hauv kev mob siab rau ntau tshaj $ 5 bil nyob rau hauv Martech nrhiav thiab kev nqis peev, thiab txuas ntxiv pab cov tuam txhab hauv kev siv thiab automating lawv cov kev muag khoom thiab kev lag luam cov tswv yim. Douglas yog tus paub thoob ntiaj teb kev hloov pauv digital thiab MarTech kws tshaj lij thiab hais lus. Douglas tseem yog tus sau phau ntawv Dummie phau ntawv qhia thiab phau ntawv ua lag luam.

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