2020 media mechanics evaluation and Development Report From Ming Lue Technology
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The following is the 2020 media mechanics evaluation and Development Report From Ming Lue Technology recommended by recordtrend.com. And this article belongs to the classification: research report, Network media.
Minglue technology group, together with its Academy of marketing Sciences, jointly held the first “media mechanics forum” with Huxiao media and brand plus. Through the active deconstruction of the changeable and complex media popular appearance, the certainty of spanning the cycle is reconstructed with clear essence, and the operation law in the marketing ecology is summarized and deduced, so as to help the brand achieve product efficiency growth. At the same time, the forum released a number of industry contents, including the update of “media mechanics development and evaluation report”, “China digital traffic link map” and “China digital media ecological map”. On the forum, the second hand system released the “transparent Convention on the monitoring of digital outdoor advertising standards” to the industry, calling on the whole industry to join hands to establish “China’s digital outdoor advertising complete” Standard of quantity monitoring and broadcasting “.
At the forum, Tan Beiping, vice president of Ming Lue technology group, Yu Yongyi, marketing scientist of Ming Lue technology group, and Shi Ziming, senior product director of Ming Lue technology group, jointly released media mechanics evaluation and development report, China digital flow link map, and updated China digital media ecological map, etc Introduce the budget distribution system and plan 2.0 upgrade.
Tan Beiping deconstructs popular phenomenon and reconstructs media essence
Media mechanics evaluation and development report released part 1: Understanding Media force and field
Tan Beiping, vice president of minglue Technology Group
We all live in the field of mechanics and the field of media.
About productivity: media and media are to meet our demand for information and entertainment, so we should produce enough content. Marketing is the same, we want to produce enough attractive content, brand must match the audience, must adapt to the scene, this is necessary and important.
About touchability: if you exist in the scene, touch is guaranteed. On the one hand, we should comprehensively use creative and framework media plans; on the other hand, based on the current cognitive acceleration environment, we should make clear the main points of the content as soon as possible.
About touch power: we must have scale, stickiness and expressiveness. Our touch power must involve the audience, let TA take action, and the post link should seize the moment.
Yu Yongyi deconstructs new pattern of media and reconstructs new traffic links
Part 2: the release of China’s digital traffic link map and the update of China’s digital media ecological map
Marketing scientist Yu Yongyi
Digital media presents a very smooth upward trend, but there will be a great change every two to three years. Today we are at the forefront of changes in the new era, and the media ecology also exists in the vuca era.
The advertising budget of China’s digital media accounts for 71.6% of the total advertising budget, and will continue to grow by more than 10% annually in the next few years.
In terms of the amount of advertising that can be monitored, the flow that brand owners can buy has declined. The main reason can be attributed to “product efficiency migration” — brand owners shift more marketing budget to traffic closer to the link after sales.
There are many traffic terminals that consumers can choose. From the data point of view, the traffic that has been rising is home large screen newtv.
There are many new tracks in the digital marketing budget. Short video + live broadcast, media integration and terminal hardware are the three new tracks that we are more optimistic about.
In the past, the main media of brands was to make single media value. With the development of digitalization in the whole industry, brand owners must start to consider the value of cross media links.
The brand mainly considers and faces three practical problems: the first is the combination of private and public traffic; the second is the budget allocation of front link and back link; the third is the balance between the “fence garden” of traffic and open traffic.
Shi Ziming | deconstruct content and creativity, reconstruct media productivity
Media mechanics evaluation and development report released part 3: content production for the future
Shi Ziming, senior product director of Ming Lue Technology Group
The important way to construct consumers’ memory is to construct the current consumption scene through advertising.
In today’s content marketing, a large number of content is UGC, which makes the quality of marketing content uneven, and the consumption scenarios constructed are also diversified. How to control the quality of these massive content and form effective communication force is a problem that brand owners have to face.
With the help of artificial intelligence technology, deconstructing and structuring content and depositing content assets are the necessary options for brand owners and media platforms.
Artificial intelligence technology can be applied to many aspects, such as building brand content platform, serving for future creative production, and building a closed-loop from production to recommendation, to effect, to optimization, to reproduction.
Productivity, accessibility and driving force are linked. How to build the strength of “media field” based on the scene of content and marketing is the key to win the communication between brand owners and consumers in the future.
Tan Beiping deconstructs touch power and reconstructs media budget distribution system
Report on Evaluation and development of media mechanics part 4: planning 2.0
Tan Beiping, vice president of minglue Technology Group
How to allocate the quality and efficiency budget? How to reach the target audience more effectively? How to define efficiency by effect? They are the three top questions that every marketer should think about.
Put a lot of media together to help advertisers find the depression of value, and then allocate the budget. This is what minglue planning 1.0 does. What planning2.0 does is to incorporate more high-quality advertising into a unified budget distribution system.
The three elements of brand building, extensive touch, emotion and memory.
I have compared numerous methods in the market. At present, only marketing mix model and sales path model can help brand enterprises solve the budget allocation problem of long-term investment. However, it requires sufficient data and patience of long-term investment.
It’s not that an 8-second ad is half the value of a 16 second ad. As long as you achieve the same touch effect in the right scene, the value is the same or even higher.
We predict that 90% of China’s households will be newtv large screen devices in 2022. On this basis, all brand owners must rethink their future marketing positions and find a stable and efficient “media field”.
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