As a globally focused sports event, the four-year Olympic Games is the best prime time for major brands to market and promote in the four-year cycle. From the perspective of attention and exposure, the Olympic Games has an unparalleled advantage. For this reason, the Rio Olympics has also become a good opportunity for global technology giants such as Facebook, Google, Microsoft, Samsung and other brands to take advantage of the marketing opportunities. The billion-level "marketing war" has also begun with the opening of the Olympic Games.

In this Olympic Games, Chinese Internet companies headed by BAT will also focus on social interactive marketing, and each has carried out relevant layouts, aiming to achieve precise marketing through public participation in the event. It is worth mentioning that the Rio Olympics provided the first virtual reality broadcast signal. In terms of the speed of technology and hardware development, VR is experiencing an outbreak period, which makes this year a truly VR first year. In addition, the world's leading brands of electronic technology products have also made this Olympic Games a different "black technology" show. These interesting new technologies and new products have made technology + sports more and more attractive. As another track outside the Olympics, the giants competed here, leading the new direction of the global technology industry.

This is a science and technology Olympics that refreshes people's "vision".

The modern Olympic Games has long been more than just a competitive sports arena. It is also a contest of science and technology. This year's Rio Olympic Games, the VR technology that was unusually hot, was on the stage for the first time.

In March of this year, the Austrian Broadcasting Service (OBS) confirmed that the 2016 Brazil Olympic Games will be broadcast using VR virtual reality technology. This time, in addition to using virtual reality technology to broadcast the opening and closing ceremonies, OBS will also select one event for VR video broadcast every day. In addition to real-time viewing of VR broadcast, users can also download related virtual reality video provided by OBS during non-competition time. Watch. The Olympic Broadcasting Service Company, the main broadcaster of the Olympic Games, also stressed that these VR live broadcasts will not only be presented through VR head-to-head, but also on the PC side.

In fact, it is not surprising that VR appeared in the scene of the Rio Olympics. With the proliferation of VR equipment, advertisers, media enthusiasts about the technology, many domestic variety shows, and even national football games have begun to provide VR signals, VR marketing case Also multiplying the trend.

VR+ broadcast: a more dazzling event viewing experience

Whether it is smart wearable devices, wireless communication devices or smart game devices, VR technology is slowly infiltrating and has gradually become one of the core technologies of today's technology giants. Well-known companies such as Samsung, Sony, and HTC have begun to occupy the market at the technical and product level as pioneers in cross-border VR technology.

Samsung Electronics, which has been the top sponsor of the Olympic Games since 1998, launched the first custom mobile phones supporting 3G networks at the 2008 Beijing Olympics. The Galaxy S3 also became popular around the world in the 2012 London Olympics. At this Rio Olympics, Samsung launched its own marketing portfolio and launched the Rio Olympics custom version of the S7 edge.

Not only that, but Samsung has adopted a method of “pleasant” athletes. In this Olympic Games, a total of 12,500 S7 edge mobile phones will be sent to the participating athletes. Imagine the use of the Samsung S7 edge selfies by the reporters who captured the photos. It is definitely a good advertisement.

In addition to mobile phones, Samsung's various high-tech technologies are bound to be pulled to Rio to show off. It is understood that the entire show ecosystem also includes Samsung's Gear VR head-mounted device, Gear 360 panoramic camera and Gear IconX motion tracking. Bluetooth headsets and other products. The most interesting killer is the VR technology that Samsung has been working on for a long time.

From the opening ceremony to the closing ceremony, including men's basketball, gymnastics, track and field, beach volleyball, boxing, diving and fencing, Samsung will work with NBC to provide 85 hours of VR live broadcast and on-demand content.

"Samsung Electronics has a certain significance in testing virtual reality technology as soon as possible, which allows the company to lead in this field." Morning Star analyst Dan Baker said, "Being ahead of the curve of technology development, you can get better returns and profits." rate."

In general, VR's representative head-mounted devices are already very diverse in the current market. However, to make VR technology more vital, rich content is a key step in VR's move to the mass market. At the global Olympic event, the addition of sports events will undoubtedly accelerate the popularity and exposure of VR devices.

According to a report released by Goldman Sachs at the beginning of the year, like PCs and smartphones, VR will soon move from science fiction to popularization, thus subverting many industrial markets, reshaping consumer behavior patterns, and predicting nine areas that may be subverted, including Including live sports games.

Interactive + Social: A Cooler Way to Participate in Sports

The changes in the way of watching the Olympic Games and the changes in brand marketing methods have something to do with the fundamental impact of mobile Internet on the habits of netizens in the past four years. According to the statistics of the China Internet Network Information Center, as of the end of last year, the number of Chinese netizens reached 688 million. Half of the Chinese have access to the Internet, and the Internet has rewritten the way people live.

Internet analyst Wang Liyang said that with the rapid development of the Internet, the means of signal transmission are becoming more and more abundant, and people's dependence on the network is getting higher and higher. In this context, the development of sports programs has also brought the emergence of a number of video websites from the live broadcast of texts with insufficient network bandwidth and into the network video stage of broadband development. Nowadays, with the rapid development of communication technology and the continuous innovation of service concept, the audience-centered communication method is becoming the mainstream.

On the other hand, with the development and popularity of VR technology, the next sports program may usher in the VR live broadcast era. Webcast, virtual reality VR and augmented reality AR viewing, as well as interactive live broadcasts will become the mainstream of future sports games. Users can immerse themselves in the live broadcast, and through VR technology, they can “traverse” to the opposite side of the screen and interact with the anchor zero distance.

It is understood that this year, 17 days left before the opening of the Olympic Games, CCTV began to distribute new media copyrights. Tencent has prepared for the resource layout of the Rio Olympic Games. It is the first to get the exclusive resources that the industry envy. And the main "social Olympics", with "social + technology" to define the 2016 Rio Olympic Games.

Tencent has always had great advantages in social networking. The current Olympic Games is based on “social” and uses the hottest webcast, virtual reality VR and other technologies to naturally divide the market. Even Facebook has acquired VR's well-known Oculus VR for $2 billion and has set up a social virtual reality team to create a social + VR fusion experience. At present, it seems that the "big fish" swims to the VR blue sea has become the trend of the times, and has become increasingly fierce.

In the "Olympic battle", Alibaba used the alliance form to capture the market, teamed up with Baidu, Youku Tudou, Weibo and Sina Sports to form the Olympic marketing five-ring array, which included the core advertising resources during the Brazilian Olympic Games. Alibaba's Tmall represents the shopping platform, Weibo on behalf of the social platform, Baidu representative search platform, Sina Sports representative portal platform, Youku potato representative video platform, the five platforms jointly built a new Olympic marketing ecology, e-commerce + search + Video + Social + Information, which will create a new media closed loop and create a sustainable business model.

Internet + Sports: a wider market space

Since 2014, the sports industry has undergone earth-shaking changes. “Document No. 46” (referring to the No. 46 document issued by the State Council on accelerating the development of the sports industry, which upgrades the sports industry to “national strategy”) is like a lightning strike. The starry sky of the entire sports industry, many large companies and capital giants have increasingly attached importance to the sports industry, and have been deployed in this field. The favorable policies and the participation of the Internet giants have promoted the fiery situation of the big entertainment industry.

According to public data, by 2025, the total size of the planned sports industry in 27 provinces with specific targets exceeded 7 trillion yuan, and Fujian Province, which has a number of leading sportswear manufacturing enterprises, has strived to reach 1 trillion yuan.

In fact, many giants began to arrange sports this year. The most powerful one is LeTV Sports, the B-round financing of “billion price” of 8 billion yuan, and the exclusive new media cooperation right of Super League. LeTV Sports plans to introduce VR and 360 panoramas. In the live broadcast of many future competitions.

Recently, LeTV Sports, which broadcasts the Premier League for four consecutive seasons, said that it will officially open the Premier League's all-media communication era this season. The live broadcast method will also be fully upgraded. The 9-game signal on-screen playback technology will be used in the Premier League in the new season. Live.

In addition, various capitals have already begun to hike in the sports industry. For example, the Chinese Cultural Industry Fund and CITIC Capital jointly joined the Premier League Manchester City Club parent company Urban Football Group, Alibaba won the FIFA Club World Cup naming rights, and Suning’s Suning Sports Industry Group acquired Italy Inter Milan for a total consideration of 270 million euros. 70% of the club's shares, etc.

According to the report of China Investment Consulting Industry Research Center, the total scale of China's sports industry reached 135.74 billion yuan in 2014. In 2015, the sports industry realized an added value of 400 billion yuan, exceeding 1.7 trillion yuan, accounting for 0.7% of GDP. It is estimated that by 2020, the total size of the sports industry will exceed 3 trillion yuan, and the added value of the sports industry will reach 1% of GDP. By 2025, the target of 5 trillion yuan will be achieved, and the annual compound growth rate will be achieved. In 10%~20%.

However, despite the huge space for the development of the sports industry, especially with the intervention of a number of Internet companies and numerous capitals, the Chinese sports industry has become very lively in recent years, but it is still too early for the domestic sports industry to usher in an unprecedented outbreak.

Lei Zhenjian, CEO of LeTV Sports, also said in an interview with the media that the content of sports events may be 70%~80% of the live broadcast mode of TV stations. Taking the current Olympic Games as an example, although the video sites, mobile live broadcasts and other platforms have set off a large heat wave, in the total live broadcast market, traditional TV media still occupy a high share. The advantages of Internet companies have many challenges in the process of users converting from TV to Internet multi-screen. This requires Internet companies or platforms to make more changes from the product perspective. Therefore, the Internet + sports industry needs a long period of cultivation to be able to usher in a real outbreak.

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