3app,IAAF路跑赛事总监寄语中国马拉松移动互联网化传播

3app,IAAF路跑赛事总监寄语中国马拉松移动互联网化传播
2019年06月26日 17:18 新浪跑步
资料图。 3app资料图。

  6月初,在国际田联路跑大会上,新浪网高级副总裁、大发快三计划—大发快3计划总经理魏江雷先生,作为唯一受邀在大会独立演讲的中方媒体嘉宾,向世界各国路跑行业嘉宾做了题为“中国和世界马拉松媒体全视角”的主题演讲。魏江雷先生指出,移动互联网在传播马拉松赛事方面具有巨大优势。中国移动互联网技术的强大优势、10亿网民用户,中国马拉松赛事拥有的这些互联网优势已经远远超过了世界其它各国的马拉松赛事。3app此外,中国马拉松赛事转播还大量使用了手机、无人机、4K手持摄像机等设备。更重要的是,中国是5G移动网络建设的赢家,三大电信运营商都在中国测试他们的5G网络。5G时代,移动互联的传播优势将进一步拉大差距,势必会成为马拉松直播的主流形态,而且更多的广告投放将集中在网络直播而不是传统电视转播。

  魏江雷先生的演讲给各国路跑行业嘉宾留下了深刻的印象。其中,国际田径联合会(IAAF)路跑事务总监Alessio Punzi对魏江雷先生提出的就中国马拉松现状、中国媒体在移动互联方面的巨大优势以及媒体角度的建议等观点深表赞同,对于中国马拉松移动互联网化的传播,他认为5G时代的来临将重新定义体育内容的生产和商业变现。Alessio Punzi对大发快三计划—大发快3计划记者表示:

  3app移动互联网的爆炸式发展让每一个人以自己喜欢的方式观看、制造和传播马拉松相关的内容,这无疑是一件很棒的事。3app有些观众喜欢传统方式的转播(或多或少的强调精英竞争),有的观众则对赛事周边比较感兴趣。有了移动互联网,大家可以自己做主,决定关注哪个特定的跑者,比如明星或朋友选手,观赛体验已大有改变。通过一定的策划和执行,为激活赞助开辟了新的可能。在此之前,我从未发现观赛者和志愿者的数量远超过跑者,他们也是赛事的一部分,这让无所不在的移动互联网提供了更多的互动渠道。多年来,传统的跑步产业一直在思考如何吸引街上的人(以及在某些地方,吸引和留住志愿者)。现在有了全新的传输技术,即使在离我数百公里之外,我依然可以充分的享受赛事。

  地理位置定向广告投放的方法仍是一个未探索的领域。这项技术带来的观赛体验是否可以将商业效益最大化呢?假设我在法国的家中观看国际田联(IAAF)金标赛事兰州国际马拉松,仅仅因为我不在他们的目标市场范围内,我也许就永远不会成为大部分赛事赞助商的目标客户。可如果是我在自己的移动端上观看兰州国际马拉松,这项技术就会使相应的资讯出现在我的屏幕上。如此一来,国际路跑的商业价值将被大大提升。

  在生产内容方面,我们期待5G技术带来的全面革新。没有什么比低分辨率观看体育赛事更令人厌烦的。如果这项技术能够花费少部分成本但却能提供高质量的观看画面,我们看到的不仅是不同的价值体现,而且还可以预见到导演其实还有更多可以混剪的素材,这将再次重新定义这项运动的消费方式。让路跑活动吸引更多的电视观众不容易,作为国际田联,我们期待有更多创新的方式让这项运动更具观赏性和趣味性。

  以下是Alessio Punzi的语录原文:

  It is indeed fantastic that the explosion of mobile internet gives everyone the opportunity to consume content and to create/transmit content around a marathon the way they like best。3app Some viewers might like a classic broadcast (with more or less emphasis on the elite competition) other instead might be interested in other things around the event。 Thanks to mobile internet the way we consume a sport property as spectators is radically different, we follow particular runners who can be celebrities or our friends, and we are the directors of our own show。 This also opens up a world of possibilities in sponsorship activation – that just need to be planned and implemented differently。 One thing I had not thought about until I heard it from you is that there are more spectators and volunteers than there are runners, and they are an integral part of the event – the ubiquitous mobile internet offers new way of engaging with them。 For years, in traditional markets, the road running industry has wondered how can we engage the people on the streets (and, in some places, how to engage and retain volunteers)。 Thanks to these new transmission technologies, I can fully enjoy the race / the event even if the pack is still miles away from where I am spectating or handing out drinks。

  An unexplored area is geo-targeted advertising。 Can such technology, and the viewer experience it enables, help the rights holder maximise its commercial footprint? If I watch the IAAF Gold Label Lanzhou marathon from my home in France, there are many event sponsors I will never be a client of – simply because they do not sell in my market。 If – instead – I watch my own Lanzhou Marathon on my mobile device, perhaps the technology will enable the right message to get to my screen。 This will increase the commercial value of an international road races。

  On the production side, we await eagerly to see the full effects of the 5G revolution。 Nothing is more annoying than watching a sporting event in low-resolution。 If this technology will allow high-quality footage at a fraction of the current costs, we can anticipate not only a different value proposition but also – probably – a multiplication of the feeds available for the director to mix, which will redefine once again how this sport is consumed。 It’s difficult to make road races attractive to casual TV viewers。 As IAAF, we look forward to any innovation that can make the sport more visible and even better off。

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