Are we buying tv or advertising screens
The issue of "closing down" on smart tv has long been a problem. In october 2019, the jiangsu provincial commission for the protection of the rights of persons with disabilities interviewed seven smart television companies, including sowe, and informed them about the uneven implementation of their “one-key closure” functions and the negative attitudes of individual enterprises。
Since then, seven smart television brand companies have made a clear commitment to add alerts to product descriptions, official websites and sub-line physical stores to ensure that all sales are fully compliant with the “product open advertising” notification obligation。
More than three months have passed, and how are the businesses interviewed
Journalists returned to beijing, nanjing, etc., and found that salesmen under the tv brand line at sowi said they had not been notified of the renovation. Some smart television brands remain indifferent to the strong consumer response to the issue of open advertising。
Sales staff “not received notice of reorganization”
Recently, journalists have visited a number of sub-television stores such as the united states of america, china and china, and suning-e-suning, and have conducted unannounced interviews on the advertising of smart television brands, including sengwei and conga。
- some front-line salesmen did not receive notice of the modifications. In a visit to a five-star electronics store in nanjing on 11 november, journalists found that none of the different brands of smart television sales had seen any warning about the opening of the commercials. Many television salesmen, such as chewie, said that they had not heard of the opening of the commercials and that “there are now basically commercials for smart televisions, but for different periods of time”
Some of the consumers interviewed indicated that when selected for television in some smart tv brands, the display did not appear in a switch-off commercial, “but when bought home online, it would pop up”
— unopened one key to turn off. During a visit by journalists to kiyo hae-kyu electric in the haidian district of beijing, several smart television salesmen put it bluntly that advertising cannot skip and shut down is a common phenomenon in the industry。
During a visit by journalists to the united states electronics qinghe shop in beijing, salesmen said that the problem of advertising was not solved. An intelligent television salesman in the nanjing five-star appliance told journalists that when the commercial was opened, in cooperation with advertising agents, it had become a profitable model for television producers, and it was impossible to add a “one-key shutdown” feature。
— no voluntary notification of cancellation. Has the vendor fulfilled its notification obligation and could consumers request the cancellation of the commercial? In accordance with the commitment to overhaul, some television brands indicate in small words the content of the “in-house and open machine advertising”. However, few front-line salesmen mentioned the opening of the commercial。
One national electronics entity store, zengwei television salesman, indicated that it was possible to call the customer service to inform the television id and cancel the commercial. The journalist confirmed this statement by phoning out the original service. However, the salesman indicated that the cancellation would not normally be voluntarily notified and that the post-sale department would be notified of the cancellation only if the consumer provided feedback on the opening advertisement。
However, sellers of many television brands, such as conga, indicated that they would not be willing to advise on how to cancel a consumer's “one-key closure” requirement, even more so during the sale。
There's a huge chain of interest behind the commercial
A survey of journalists found that advertising has become an important part of the current pattern of profitability in the intelligent television industry, with interest chains forming between advertisers, advertising agents and television producers。
Recently, journalists have contacted a number of smart television advertising agencies on the grounds of cooperation in advertising. An agency that collaborates with television companies such as chewie and condja strongly recommends to journalists the opening of an internet commercial, which is an important entry point for traffic, as compared to large-screen posters, information stream advertisements, etc
According to the agent, the current advertising units for smart television are the cpm (1,000 exposures), csw (weekly) and cpd (dayly). Of these, the most common is the cpm. According to a form provided by the agent, " 2019 smart tv advertising forms and billing prices " , which covers several brands, such as sengwei and conga, advertising fees are charged by the television platform。
Advertising normally takes place for a minimum of 15 seconds and offers vary depending on the area and duration of the launch. For example, the table shows a ccm price of $360 for the launcher, which means that the advertiser can get 1,000 advertisements on the platform if he spends the price. The advertiser would have a budget of at least $100,000 for advertising, so that the agent and smart television platform would “take over”。
The agent stated that in the internet era, ads were received when they were on board, and that under cpm sales, the advertiser paid for “how many times my ads were exposed”。
This model also forms a huge chain of interests. The china ott development projection report for 2019 projects that in 2019, the advertising of ott (internet applications service) will be on a scale of 10. 9 billion yuan, of which system-level advertising, represented by open advertising, will generate approximately 2. 6 billion yuan。
The industry analyses that the current market for smart television is becoming more saturated, that competition has led to declining prices for television, and that the profits of television producers are increasingly dependent on the revenues generated by opening advertising。
We're about to put in place the smart tv advertising group standard
According to the executive director of the institute of digital economy of the university of economics and economics of china, lin said that, in the past, the coloring industry had only used television as a hardware with a relatively short start time, usually showing the name of the television brand and could not be updated in real time. Smart television is open for longer and can be updated in real time, resulting in advertising value. The root cause of this phenomenon is ultimately to increase the source of profit。
Wing and lin believe that commercial advertising has become a business model, but only if it is compatible with advertising
Laws, etc. Article 44 of the advertising act specifies that advertisements published on internet pages in the form of ejects should be clearly marked with a closure sign to ensure that the key is closed. “intelligent television advertising is apparently using the internet to advertise, but it is not possible to close it down with a single key and is suspected of violating advertising laws.”
Under-secretary-general chen weejiang stated that if the commercial was sold without prior notice of the opening of the commercial or if the opening of the commercial could not be closed down by a single key, it was suspected that the consumer's right to know and choose would be compromised, even if it had been informed in advance, by the consumer's right to fair trade, since the consumer had purchased smart television machines in order to enjoy a better viewing effect and should not be forced to watch the advertisement。
In its 13th circular, the jiangsu provincial commission for the protection of the rights of the consumers informed that, in the case of the compulsory placement of the open-air commercials on tv, which could not be closed, the jiangsu provincial commission for the protection of the consumers ' rights and interests had, in accordance with the law, filed a civil public interest action with the nanjing city intermediate people's court. The nanjing city intermediate people's court was officially opened。
According to the relevant head of the jiangsu provincial commission for the protection of the rights of persons with disabilities, a project has been launched to develop standards for an intelligent television advertising group led by the jiangsu provincial commission for the protection of persons with disabilities, which will be launched around 3. 15 in 2020. The industry believes that there may be hope for a change in the image of smart television on-board advertising。
