On May 9, 2018, the Smart TV Big Data Alliance (STVA) held the second board meeting of the first session of the Alliance in Xi ‘an.
Meeting site
At the second board meeting of the first session of the Alliance, the licensees, operators, terminal manufacturers, content providers, 4A companies and other professionals came to the meeting site.
First of all, Xiao Jianbing, Secretary General of the Alliance and Deputy General Manager of China Guangshi Sophomore Media Research (CSM), gave a report on the work of the Alliance at the meeting.
Xiao Jianbing, Deputy General Manager of China Guangshi Sophomore Media Research (CSM)
Since its establishment, Smart TV Big Data Alliance has grown rapidly after a year of development. At present, six new member units have joined the alliance. They are: Changrong Media Co., Ltd. (Changrong), Simei Media Co., Ltd. (Simei), Zhuhai Kaihe Technology Co., Ltd. (Kaihe Technology), Yinshitong Information Technology Co., Ltd. (Yinshitong), Hangzhou Dangbei Network Technology Co., Ltd. (Dangbei Network) and Beijing Tongshi Mingtai Digital Technology Co., Ltd. (Suning Sports). At the meeting, everyone had an in-depth exchange on the development of new members of the alliance and held an awarding ceremony.
Last year, the achievements made by the Smart TV Big Data Alliance are obvious to all. In the new stage of development, the Alliance proposed to "focus on the OTT advertising ecology and build an alliance business ecological chain". The directors and governing units of the Smart TV Big Data Alliance will continue to "jointly develop, standardize and scientifically develop". The concept promotes the Smart TV Big Data Alliance to deepen the smart TV advertising industry, based on advertisers’ core demands for OTT. Establish an industry ecological development system with alliance ID(UID) as the core, and solve the problems that advertisers care about the authenticity of OTT, terminal-based advertising frequency control, TA effectiveness and brand launch safety.
01
Work together to promote UID establishment
At the meeting, the ecological construction of alliance ID(UID) was released. UID is the only authentication code of smart TVs in the alliance after unified coding, and UID makes every smart TV truly visible. It can be used in the planning, delivery and post-broadcast evaluation of smart terminal advertisements, which can effectively help the TV big-screen advertising market to establish a real and reliable delivery environment.
Alliance UID can not only authenticate the authenticity of intelligent terminals, but also be used to establish an advertising optimization system, which helps advertisers and advertising agencies to realize advertising frequency control based on terminal cross-platform (including cross-patch advertising and on-off advertising, cross-live advertising and OTT on-demand advertising), and improve the efficiency of digital advertising on large screens.
UID scientifically ensures that smart TV terminals are truly developed and utilized by the industry, and promotes the standardized development and scientific development of OTT advertising industry. At the meeting, Mr. Xiao Jianbing called on the member units of the alliance to work together to promote the construction of the alliance UID, and at the same time promote the industry to adopt the intelligent terminal authentication service based on UID to provide effective support for the benign development of TV large-screen advertising.
02
Build an alliance OTT DMP
Yu Liangxing, Chairman and &CEO of Gouzheng Data, introduced the OTDMP construction and future upgrade plan to the members of the alliance. It is reported that since the establishment of the alliance, as a professional and basic data exporter, Gouzheng Data has joined forces with alliance members such as the terminal side, the media side, and the data side to exchange efforts to build OTDMP, break the limited status quo of data islands, dig deep into data granularity, and achieve phased results. Gouzheng Data expressed its willingness to join hands with all parties to promote the alliance OTDMP upgrade and help the industry develop rapidly.
Promoting the upgrade of OTDMP, the big data alliance of smart TV, has certain value significance from three levels. First, based on the core appeal of advertisers to OTT, OTT DMP can solve the media delivery problems such as the authenticity and TA effectiveness that advertisers care about OTT; Second, to maximize the value of data resources for all parties, data-driven operation; Third, it can achieve more accurate and effective planning and delivery of OTT industry advertisements, which plays a vital role in the ecological establishment of OTT advertising market.
Yu Liangxing, Chairman and &CEO of Gouzheng Data
03
Release OTT advertising monitoring system
Ms. Zhao Mei, assistant to the general manager of CCTV Market Research (CTR), general manager of CTR Media Intelligence and executive vice president of CTR Media Convergence Research Institute, released the OTT advertising monitoring system for the first time on behalf of the alliance, which provided the basis for the authenticity of advertising exposure terminals, the visibility of advertising exposure and the scenes of advertising exposure through three certifications, and provided monitoring products and solutions that comprehensively covered OTT advertising paths.
With PC and mobile advertising almost saturated, smart TV big screen has become a new growth point in digital marketing. In 2017, OTT achieved rapid growth in advertising revenue. However, due to the lack of objective evaluation data of OTT, the difficulty in monitoring advertising effect, and the endless stream of false traffic, advertisers still have great concerns about OTT’s advertising. It is urgent to help advertisers establish a scientific, objective and reasonable OTT advertising marketing service system.
Zhao Mei, Assistant General Manager of CCTV Market Research (CTR), General Manager of CTR Media Intelligence and Executive Vice President of CTR Media Convergence Research Institute.
Since its establishment, Smart TV Big Data Alliance has been committed to the promotion of alliance authentication clients and the construction of smart TV Big Data Pool. On this basis, we will ensure the authenticity of advertising exposure, assist the industry to establish a fair, just, objective and self-disciplined advertising ecology, purify the market and promote the healthy development of the industry.
Group photo of members of Smart TV Big Data Alliance