Chen Yan: Technology and algorithm lead the future development of the advertising industry
When Chen Yan, the Chief Information Officer and Chief Information Officer, Chen Yan, who was passenger Xinhuanet "Double Group Aromatist" column, said 5G will reshape the advertising industry operation mode; technical and data algorithms will become the core competitiveness of future enterprises; Ai Copywriting The AI ??video production may prevail the advertising world in the future.
The Chief Strategy Officer and Chief Information Officer of the Communist Media Group, Chen Yan (left), who passengers Xinhuanet "Duplex Group Fragrance". Reporter Guo Xiaotian Photo Moderator: What innovation initiatives have been launched in the development process? What innovation results have been achieved? Chen Yan: In 2003, the media was born in 2003, the first elevator media advertising mode, listed in Nasdaq, USA in 2005. In 2015, the mass media returned to A shares and the market value broke 100 billion yuan. The main business covers office buildings, apartment buildings, big stores, theaters. The public builds a media platform for life circles around people’s lives scenes, work scenes, leisure scenes, and shopping scenarios.
For more than a decade, the changes of media relationships from consumer living habits, as well as changes in advertisers, and the vocals mainly conducted 3 more innovations.
The first innovation is to establish specialization and systematic standards.
The public has created the outdoor TV assessment system and the ratio standard system, and has been widely used by the international advertising company, international brands, and local brands. The public participates in the international advertising effect assessment standards, which promoted the rapid development of the elevator advertising industry, and contributed to the development of China’s advertising. The second innovation is, according to the customer’s needs, the shadeship combined with relevant research companies develop TV screens, outdoor TV screens, computer screen cross-screen media budget distribution systems to help customers use advertising budgets more efficiently.
The third innovation is that China Consumer Media Customs Change Brought by Internet Woke, and the development trend of advertising from brand advertising to effect advertisements, the vocals actively promote digital transformation.
Digital transformation is not simple informatization, but a revolutionary progress is a refactoring of the entire industrial structure and is a reconstruction of media operations. Moderator: What are your development trends in the current media industry worthy of our attention? Chen Yan: Consumers are the foundation of the development of the media industry, and each media is attempted to cover the crowd of advertisers.
The goal of advertising is to achieve effective advertising exposure and access by multiple coverage.
From the changes in consumer habits, the changes in the brand represented, and then to the media in accordance with the demands of consumers and 上海洗浴论坛 brands, the media operation efficiency is continuously upgraded.
These are all media needs attention. First, consumer habits have brought about changes in media relationships. The media is constantly innovating, making the content more intellectual, fun, meet the real needs of consumers, thus enhancing the viscosity between consumers and media.
This is what the current media is working hard.
Second, the advertiser not only pursues the effect of the brand, but also pursues the assessment of the sales transformation. In the past, after the restrictions of technology, after advertising, the effect of truly quantified effect is difficult; now, with the advancement of technology, this can be done.
Third, the media technology upgrade is driven by the above two points. Media uses Internet, 上海品茶微信桑拿酒店 big data, artificial intelligence, deep learning and other technologies to accurately analyze consumers, help brands for accurate delivery, making advertising more effective while enhancing the price / performance ratio of advertising. Moderator: What opportunities and challenges will 5G bring to the advertising industry? Chen Yan: 5G era, the ability to improve advertising effect will enter the outbreak growth phase.
3G era, mainly graphic; 4G era, some short video, there are also some live broadcasts; 5G era, video and live are the most basic functions, AR / VR, human-machine interaction, etc. will enhance advertising performance, attractive, and enhancement The interaction between consumers and advertisements is strengthened.
5G development will have strong support for large data technology.
上海qm体验报告 With big data background, the advertising service platform can quickly and accurately find the target population of the brand, and perform precision push.
Under 5G technical support, the operation mode of shared data platform (shared data center) can also occur in the future. At that time, the AI ??copy, AI video production, system, and technical platform can be replaced by artificial, system and platform to form advertisements in creators in a few minutes, and push directly to the media through 5G technology. . This change is what we can’t imagine now. Moderator: Technical iteration is so fast, 5 to 10 years later, what is the difference in advertising? Chen Yan: This year is China’s 5G commercial first year. Standing at this time node looking forward to the future, naturally consider 5G. In the future, 5G will reshape the advertising industry operation mode.
Wan Lanxia, ??technology and algorithms under 5G support will become the core competitiveness of a company.
Who has the ability of technology and algorithms, whoever has the future.