Seamless transfer between video devices is key for the industry and its players, says Baidu´s director communications Kaiser Kuo. China´s second search engine Baidu offers this already for search, but the development will continue, he tells in Knowledge CKGSB.
The multiscreen access to content is a breakthrough in the industry and players now need to think about alternative content delivery mechanisms to avoid losing market share. Baidu is already working in how to achieve seamless transfer between devices. “If you’re watching a show on your phone and you want to continue watching it on your smart TV, or if you want to be able to download shows, and you are away at work, you should be able to do it remotely,” says Kaiser Kuo, Director of International Communications at Baidu. Baidu’s search engine gets over 120 million daily active users; and its mobile video app is the first one in the industry with 100 million users and 20 million daily active users on their video app accounts. Additionally, iQiyi and its sister site PPS give Baidu a strong position in video websites since they have a content library of its own.
“No matter what device we’re talking about, search is going to be integral of it. You’re going to be able to discover content and flipping through channels and looking for it at programming guides is obviously not the best way to do that. Using search is the most popular way to do it,” says Kuo. Recommendations based on users’ viewing history or social features showing what friends like to watch will complement the browsing experience and ensure users find the shows they are looking for. “(It will) keep you consuming content that is really relevant to you. All of these things are part of the integrated video future,” says Kuo. Integrating social media features like personalized recommendations offers both advertisers and content providers a crucial point of intersection. Under a new strategic content-sharing alliance, Sina Weibo (China’s equivalent of Twitter) will promote Youku-Tudou licensed content to its users. It’s a win-win that will drive traffic to both sites. Moreover, the use of big data will help online video companies understand users better and, therefore, they will be able to offer advertisers the option to place ads based on user behaviour.
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