Yoyi Digital Unveils "Programmatic Buying Plus": A Disruptive Force in Film Marketing

BEIJING, May 7, 2015 /PRNewswire/ -- Yoyi Digital, China's leading provider of Multi-Screen Programmatic Buying and marketing solutions for advertisers and media publishers, recently attended the Global Mobile Internet Conference (GMIC) in Beijing from April 28-30. During the three-day event, Roy Zhou, CEO of Yoyi Digital, television/movie star Qin Hailu and Zhang Wenbo, promotional marketer of the popular Chinese film "Lost in Love" participated in GMIC's "Precise Marketing In The Mobile Era" panel. During the 30-minute session, Yoyi Digital's "programmatic buying plus" concept was unveiled and sparked heated discussions among event attendees.

Ushering in a multi-screen era: No mobile Internet, no marketing

In recent years, the mobile Internet has become an integral part of people's lives, spanning across several different screens and interfaces. Its influence can be felt throughout society, changing the way we shop, entertain ourselves, communicate and do business - as such, mobile Internet has created new opportunities for marketing. The film industry is no exception to this trend. In this mobile era, big data is becoming a game changer for both filmmakers and marketers in getting their products to target audiences.

Big data is changing the way film marketers understand their audiences. Traditionally, film marketing focuses on large scale multimedia publicity coverage, which generates audience interest but neglects viewer conversion. In such a situation, film distributors are unable to ascertain who the interested viewers are. With the utilization of big data, marketers can analyze their target audience and successfully realize user conversion.

According to Roy Zhou, in the new multi-screen era, marketing is returning to its true roots: to deliver the right information at the right time and right place to the right users. It is by utilizing big data that this dynamic approach is possible. Programmatic buying can be docked with multi-screen media resources to track user activity and efficiently integrate big data. This opens the door to three-dimensional market analysis, giving companies more time and space to communicate and interact with users, thereby improving marketing efficiency.

This is also true for film marketing as multiple channels converge within the Internet. While it is difficult to discern audience interests and preferences using traditional approaches, big data analysis allows marketers to portray audience preferences and behaviors by tracking activity on different screens. By doing so, marketers can cultivate interested audiences, deliver targeted content and ultimately achieve efficient communication and conversion. With cross-screen programmatic buying technologies, users searching for a topic on their PC will also be directed to related information on their mobile device, creating a complete marketing chain.

Programmatic Buying Plus: Creating a closed loop for film marketers

During the GMIC panel, Roy Zhou presented future trends for cross-industry programmatic buying, which he referred to as "programmatic buying plus." This concept combines existing cross-screen programmatic buying on PC, mobile, social, video and streaming with additional media resources and big data technology. By leveraging cutting-edge technology and big data, marketers can gain access to a wider range of screens, including on airplanes, LED panels, billboards, movie theatres, cars and public transportation—gathering data from multiple channels and creating a closed loop, so that resources are fully integrated. In this way, marketers are able to bring campaigns to a new level of precision and effectively reach audiences.

For the film industry, Yoyi Digital's "programmatic buying plus" solutions work in the same way. Internet companies are able to work with major film producers and distributors to jointly develop interactive advertising platforms that provide more accurate film information services and advertising by linking PC and mobile screens to those of cinemas.

"With the adoption of 'programmatic buying plus' services, film distributors can enter the precision marketing era with greater ease," remarked Roy Zhou, "By utilizing media resources and big data technology, Yoyi Digital is able to help film distributors and marketers better understand their audiences, reach them in more meaningful ways and ultimately convert them into ticket sales."

To learn more about Yoyi Digital's innovative programmatic buying solutions, please visit: http://www.yoyi.com.cn.

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About Yoyi Digital

Founded in 2007, Yoyi Digital is China's leading platform in multi-screen programmatic buying. Leveraging its data and technology resources, Yoyi Digital is spearheading the transformation of display ads from media buying to audience buying. As the first DSP in China, Yoyi's programmatic buying platform can access 10 billion displays, 1.2 billion mobile and near 1 billion video daily impressions each day by integrating Google, Taobao, Baidu and other ad exchange platforms in China.

Early in 2014, Yoyi Digital launched Databank, China's first real-time data management platform, which helps advertisers collect, analyze and manage first-party data from advertiser websites and mobile applications as well as third-party data assembled by Yoyi and other data providers. Yoyi Digital provides both branding and performance solutions for over 500 well-known global and local brands, including Volvo, Audi, Toyota, Ford, Canon, Shell, JDB, Lenovo, Haier, China Mobile, China Union, Bank of Communications, ICBC and many more. Headquartered in Beijing, Yoyi Digital also has offices in Shanghai and Guangzhou. For more information, please visit http://www.yoyi.com.cn.

SOURCE YoYi Media

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