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Analytics for Human Information: How this Leading Ad Agency in China Delivers Actionable Insights

JoeLeung ‎08-20-2014 06:50 AM - edited ‎02-19-2015 01:23 PM

According to McKinsey & Company, China, in 2013, was the world’s third-largest advertising market and was going to nearly double to more than $70 billion by 2016.  Also, television would remain China’s largest single category of ad spending (roughly 40%).


Why is this relevant?


With a strong focus on helping clients achieve higher returns on their investments, CCTV future-ad, an advertising agency wholly owned by China Central Television (China’s preeminent broadcaster), has taken on a breakthrough approach to increase the value of their client services, and improve their own operational efficiency. 


This new approach has enabled CCTV future-ad to gain unprecedented knowledge of their audience from sentiments and preferences, to emotional triggers and so much more while streamlining their processes. In turn, this information is used to arm their sponsors with real-life, actionable information for optimizing their marketing campaigns and sales operations.


What’s behind CCTV’s approach? HP’s broadcast intelligence and analytics solution, TEV (Total Enhancement Valuation). TEV captures broadcast feeds to obtain sponsor and brand data, monitors social media, and collectively analyzes all the information to extract the intelligence for more effective planning and decisions. 


To learn more, watch TEV in action in this video dubbed in English.






Read more articles from our product experts:

Analytics for Human Information: HP Named a Leader in Enterprise Search by Market Research Firm by Dahye Huh

Analytics for Human Information: Airport Protection with 24/7 Automated Intelligent Surveillance by Joe Leung

Analytics for Human Information: Winning Fans’ Hearts, Minds, and Dollars, Lap After Lap by Chris Surdak

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About the Author


Joe has over 13 years of experience in technology marketing and is currently focused on the analytics solution portfolio. Prior to this role, he was responsible for product marketing of the enterprise application data management solution.

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