Build a system that optimizes advertising outcomes by analyzing data for high-profile advertisers on China’s leading CCTV-5 sports channel.
To meet the changing needs of high-profile advertisers, Beijing Future Advertising needed to shift its sports-marketing focus from traditional advertising to a new generation that involved combined rights models and embedded or customized full-brand immersion marketing. Meeting this need required more insightful data about CCTV-5, which in turn required the agency to help CCTV-5 adopt new technologies that were capable of providing data from independent sources such as the GO Sports mobile app, the official CCTV-5 Weibo account, and the official WeChat account.
CCTV-5’s advertising customers also needed help to understand their strategies and market, which meant that Beijing Future Advertising needed the capability to provide information about industry trends and the advertisers’ competitors. In addition, the agency needed a way to analyze data so that it could help advertisers understand their customers’ behaviors, lifestyles, and psychological characteristics.
Rich Media Management
Performing speedy and accurate video searches for customer-facing assessment reports presented yet another challenge. Extracting useful content from rich media formats made video searches very difficult to process. It took a lot of manpower and time to search audio and video metadata filenames and indexes by keywords. To make matters worse, the agency could not automatically display search results, making it impossible to locate exact content and video time points for high-speed playback. To overcome these limitations, Beijing Future Advertising needed a new solution that would allow embedded advertising video and image capture. It also needed to gather various structured and unstructured data for automatic analysis and management. In addition, the solution needed to provide timely campaign results for the advertisers and to help transform viewers into buyers.