Appcoach Attends China Telecom’s “Multi-screen Advertising Solution” Launch Seminar and Shares Own SDK Technology
On September 9, 2016, China Telecom Best Tone Information Service Co., Ltd. (a fully-owned subsidiary of China Telecom) released its "multi-screen advertising solution” project. With the advantage of China Telecom’s family and business internet service user data, the company is able to connect smart TVs, computers and mobile phones to establish an online advertising platform that is data-centric and surrounds the entire family unit. Appcoach, Huan TV and Publicis Media (the co-organizers of the event), were there to show their support for China Telecom and the potential new market leader of China’s multiscreen advertising solutions industry.
In recent years, mobile Internet and smart TVs in China have taken a huge leap forward in development; the age of intelligent demand and interactive viewing has already arrived. For advertisers, the market for online advertising also presents itself as a paradox of multi-screen, multi-entry diversification. Consumer browsing habits have become more variable with attention fragmentation, fluctuation in demand, and content saturation. Faced with large amounts of data and more discerning consumers, advertisers are demanding more precision from online advertising, which poses a new challenge for the programmatic buying industry.
China Telecom is China's largest broadband network operator. Being in possession of a strong database and excellent data processing capabilities, China Telecom grasped the opportunity presented by the challenge of multi-screen, multi-entry and precision marketing. Multi-screen advertising precision marketing solutions were proposed to leverage big data and technical advancements, connecting China Telecom with more than 50 million Interactive TV (ITV) end points. The company aimed to create a joint smart TV resource by activating smart television advertising and monitoring the Internet behavior of home users in order to comprehensively analyze that behavior. With this goal in mind, it can create user portraits based on its pool of home users. These all-round value-added user portraits help advertisers achieve more accurate and more comprehensive programmatic ad buying.
During the seminar, Appcoach shared the mobile user data analysis capabilities of its proprietary SDK technology (accredited by many national patents) with attendants and guest speakers. More importantly, Appcoach also shared further insights on exploring future developments in the face of the challenges of multi-screen, multi-entry and precision online marketing.