Communication

Youku dual screen synergy ad experience

Extra Form

Country	China
Year	2023
Award	GOLD WINNER
Affiliation	Beijing Youku Technology Co., Ltd.
Designer	LI YUZE, HE JUEQI, DENG KE, YANG YI, LIU JIAN
Description(English)	The experience integrated mobile APP and OTT ad experience into one immersive interactive process. OTT screen has the advantage of stronger visual impact, which allows clients to demonstrate TVC commercials with 100% screen ratio to convey brand proposition. Mobile APP is flexible and interactive, enabling users to explore the product that they are interested in with immersive experience. Instead of sudden interrupt, we present ads in a more gamified way. The utilization of fingertip-tracking, gyroscope and 360° panorama technology enriches interaction feedback to make the experience immersive and engaging. We have applied a patent for it.
Description(Native)	优酷双屏联动广告体验把手机应用交互和大屏广告体验整合成一个沉浸式的可互动的过程。大屏具备强视觉冲击力的曝光优势，让客户以100%屏占比播放TVC广告片,充分传达品牌概念。小屏具备更大灵活性和互动性，让用户以身临其境的方式探索自己感兴趣的产品。 我们没有用暴力打断的方式，而是以更加游戏化的方式展示广告。 手指跟随、陀螺仪和360°全景等新技术的运用丰富了交互反馈，让广告体验更沉浸更富有吸引力。声音识别技术的运用让“吹一吹”互动体验的实现成为可能。 与此同时，通过人群匹配策略，优酷双屏联动广告体验可以被精准投放到目标人群，提高转化效率。 关于可持续与社会责任，在投放商业广告的同时我们的产品也会投放一定比率的公益广告。这些可互动的公益广告让孩子用游戏化的方式沉浸式体验公益，使公益理念深入人心。 更为重要的是，我们设计出了一种让广告主和用户双方受益的可持续广告形式：广告主可以从用户的互动中得到反馈并准确评估广告效果；而用户可以以一种更加沉浸的方式探索商品细节。 本产品是业界首创OTT与手机APP相结合的广告产品，也是首个融合游戏化的互动OTT广告体验。我们已经为它在中国大陆申请了专利。
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