Baidu Nuomi Pictures launches a marketing ecosystem Yien is the exclusive big data partner

On January 10, Baidu Nuomi Pictures held a marketing ecosystem strategy conference for "Being Powerful by Intelligence, One Nuoshi City" in Beijing, officially releasing a new intelligent marketing ecosystem strategy with theaters and business districts as the core. Zeng Liang, vice president of Baidu and general manager of Baidu Nuomi, said that Baidu Nuomi Pictures hopes to effectively connect, communicate and transform users with theaters, business districts and advertisers, and help advertisers break the inefficient cycle of wasting half of traditional advertising fees., improve advertising effectiveness.

Zeng Liang, Vice President of Baidu and General Manager of Baidu

Nuomi Film Company, Xu Yongming, General Manager of Baidu Nuomi Film Company, said that in 2017, Baidu Nuomi Film Company will continue to do a good job in the industry's "water, electricity and coal", and open up online and offline advertising for theater position advertising through "Internet". Marketing, build a benign and healthy O2O marketing ecosystem that integrates coverage, reach, transformation, innovation, and effect measurement, and is expected to share 3 billion yuan with partners in the next three years.

Xu Yongming, General Manager of Baidu Nuomi Pictures, General Manager

of Hengdian Pictures Co., Ltd., Li Yong, Deputy General Manager of China Film Cinema Investment Co., Ltd., Zhao Fengyu, Senior Director of Dadi Cinema Group, Wang Lunxi, Distribution Director of Xingmei Holding Group, Xijie Xijiewei (Shanghai) Enterprise Management Co., Ltd. Wu Jinjian, Director of Evergrande Cinema Management Co., Ltd., and Li Zijuan, Marketing Director of Perfect World Cinema (Times Jindian) attended the marketing ecosystem strategy of Baidu Nuomi Pictures. Discuss with Baidu Nuomi Pictures on a new intelligent marketing ecosystem in the cinema business district.

Data on "Internet" empowering innovation in theater marketing

shows that in 2016, the total box office of my country's movies exceeded 45.521 billion, a year-on-year increase of more than 3%. The number of movie viewers reached 1.38 billion, a year-on-year increase of 9%, and the number of screens also exceeded 42052. The rapid development of the film industry means that the huge movie-watching demographic dividend and screen dividend will jointly support the huge value of the theater marketing ecosystem.

As the younger and high-income groups led by the post-90s generation have become the main movie-goers, my country's film advertising structure has also changed accordingly. CTR data shows that among media advertising spending in the first half of 2016, new advertising forces represented by cinemas increased strongly due to good communication effects, with an increase exceeding 77.1%. Xu Yongming further pointed out that on average, more than 60% of people across the country will arrive at the waiting hall of the movie theater at least 15 minutes earlier, and during this time, nearly 40% of users will browse movie posters in the theater, and nearly 30% of users will pass the time by watching the electronic screen advertisements in the waiting hall. Under a comprehensive analysis, it is not difficult to judge that the marketing value of my country's theater position advertising has huge potential and room for improvement.

Although the marketing value of theater positional advertising has formed a general positive perception, there is still room for optimization in the development ecology of theater advertising itself. For example, the multi-dimensional delivery demands of advertisers need to be adjusted, the advertising form is relatively simple, the price and delivery mechanism are relatively traditional, and lack of effectiveness monitoring and evaluation indicators, etc. Judging from the development trend of the demands of both advertisers and cinemas, it may become an inevitable trend to transform theater position advertising from a single, traditional offline promotion to an ecological theater marketing O2O model.

The marketing ecological strategy launched by Baidu Nuomi Pictures will bring huge support to maximize the benefits of theater positional advertising. Xu Yongming pointed out that Baidu Nuomi Pictures will use the "Internet-based" method of cinema position advertising to link the online intelligent advertising system with offline cinema position advertising to effectively improve cinema advertising in the form of "combination boxing". Efficiency, achieve multi-dimensional delivery, and solve broadcast monitoring problems. Based on this, it is estimated that the partners will be divided into 500 million yuan in 2017, and the estimated share will reach 3 billion yuan in the next three years.

According to reports, around the "Internetization" of theater position advertising, Baidu Nuomi Pictures will create a "big data pricing mechanism", which will comprehensively use LBS data from major business districts, professional box office forecast data and real-time traffic data from theaters "GoldenEye" to conduct dynamic pricing to solve the pain points of traditional price mechanisms. At the same time, Baidu Nuomi Pictures will also integrate massive online resources such as high-quality offline large-screen resources, outdoor advertising, and Baidu + cooperation apps across the country to meet the important demands of partners for multi-dimensional delivery. In addition, Baidu Nuomi Pictures 'industry-leading big data technology will easily access Offline-Online data to effectively evaluate advertising effects and truly realize the O2O orientation of theater position advertising.

Focusing on the nature of O2O connectivity and creating a new ecosystem of cinema + business district marketing

In 2016, as the film O2O landscape stabilized, it became a common trend for major platforms to compete to deploy upstream industries. However, at the same time, theaters are the only medium connecting films and users. The importance is also self-evident. Xu Yongming pointed out that in the past two years, Baidu Nuomi Pictures has pioneered the "Member +" model in the industry, invested in a theater management company for the first time, launched the first super theater mall, the first in the industry to assist theater crowdfunding, and the first to realize the core radiating of cinemas. The catering and shopping business district services of 2 kilometers around are all concrete manifestations of focusing on building a virtuous ecology of the movie O2O platform with theaters and surrounding business districts as the core. Next, Baidu Nuomi Pictures will continue to do a good job in the industry's "water, electricity and coal", focus on the "connection" nature of O2O, open up online and offline marketing of theater position advertising through "Internet", and build a new theater marketing ecosystem that is more accurate and effective in advertising., with better experience for all parties.

According to reports, Baidu has mastered the most advanced core "Baidu Brain" technology in China. Baidu Nuomi Pictures has successfully used big data user portrait technology to significantly improve the promotion effect of films such as "Warcraft". In addition, Baidu has the most high-quality advertiser resources and the industry's strongest advertising monetization capabilities. Based on this, Baidu Nuomi Pictures will focus on theater position advertising and use technology + data + platform advantages to create a virtuous cycle ecosystem of resource coverage → online and offline reach → closed-loop transformation of the marketing ecosystem → artificial intelligence innovation → effect measurement feedback. Effectively solve the three major film marketing pain points of "coverage, reach, and transformation" and help partners maximize business value.

Taking Jinjiang Inn as an example, during the Double Eleven period, Baidu Nuomi Pictures achieved bundling and linkage with popular blockbusters online through multiple new media marketing methods, while offline it covered several key theater terminals in the business district to seize large-traffic resources. Finally successfully achieved leveraging marketing. Focusing on the promotion cooperation of M&M's chocolate beans, Baidu Nuomi Pictures has also successfully created a full-process scene marketing of ticket purchase and movie viewing that accurately targets the target audience → connects → communicates → transforms. In addition, focusing on its cooperation with Huawei, Baidu Nuomi Pictures has taken advantage of popular spokesperson Zhang Yixing to successfully achieve multiple exposures in the business district + theater position.

Industry insiders pointed out that my country's film industry has entered a stage of rapid development and may become the world's largest film market in 2018, and the huge value of theater positional advertising will be further highlighted. With this as a background, optimizing the positional advertising marketing model and creating an O2O ecosystem for cinema marketing will become an important trend. Based on its unique technical strength, Baidu Nuomi Pictures creates a marketing ecological strategy through thinking and precipitation of business models, which may further promote positive changes in the marketing ecological field of my country's cinema + business district.

Editor: yvette