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Dive Video

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China's first cross device study on online video. Dive Video explores online video from 2 angles: advertising and content. We explore the online video user journey, online video triggers, and what kind of online video advertising works best.

Published in: Marketing
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Dive Video

  1. 1. OMD Copyright 2015
  2. 2. Welcome to Dive Video, the third and final installment of the OMD Dive Series Trilogy. We started the DIVE Series in 2014, to investigate and demystify the biggest challenges facing the China marketers. In that spirit, we chose Social, Mobile and now Video. China’s digital video market has evolved swiftly. CNNIC report for 2014 pegs digital video viewers at 461 million and is expected to cross 500 million this year. This has been complemented by sky rocketing ad spend on digital video—eMarketer forecasts it ill hit RMB 25 billion in 2015. The exponential growth of both users and ad spending have brought new challenges to all of us. We found that current studies mainly focused at the superficial level on digital video: ad spend and time spent. However, as video becomes the main diet of entertainment across demographics, it was important to understand not only the consumers’ motivations and attitudes, but also how effective it is a medium. We started this project last year hoping to unravel and interpret those mysteries. Our objective was to uncover the answers for all stakeholders—Advertisers, Video sites as well as Agencies. For this we used a two pronged research approach that leveraged proven and tested research methodologies with latest technology based (cookie and SDK) methods. For the 1st phase we partnered with Admaster using tags for our client’s campaigns. This enabled us to map device, location as well as frequency of exposure. This is the first cross device study in China that measures advertising effectiveness with real campaigns. It has given us and our clients real data to plan & optimize video campaigns across devices as well as guidance for online video sites on how to monetize their inventory. For the second phase, our objective was to understand the consumer journey towards watching a video. What are the motivations, what are the barriers and more importantly what can an advertiser or video owner can do to influence it? Dive Video will also tell you consumers’ preference towards content, why shows become big and how niche video sites have an edge. We are very grateful to our sponsors—Sohu, PPTV, Youku, Tudou and LeTV for their support for this initiative. We also owe our gratitude to our media partners who provided us with inventory for the research. Most importantly, our thanks go to our clients across OMG whose campaigns were part of this path breaking research. Lastly, I would commend our research partners: Mintel & Admaster for being part of Dive Video. Dive Video will unravel all of the mysteries in the industry, clarifying the best way to use video for advertisers, video sites and agencies. It provides the roadmap for both those who are producing and promoting content as well as those advertising across different devices. We are now proud to present our research: Dive Video. I hope you find Dive Video inspiring and useful in the next phase of improvement of Video marketing and advertising. BHASKER JAISWAL Managing Partner—Business Intelligence, OMD CHINA FOREWORD
  3. 3. Thank you to our participating brands, sponsors and contributors. SPONSORS CONTRIBUTORSBRANDS
  4. 4. 5 Netizens spend 80 minutes a day watching online video 67% of all internet users watch online video Source: iMediaMatrix, CNNIC
  5. 5. 6 The average number of online videos we watch a week13 Source: iResearch 2015
  6. 6. Digital adspend is shifting to video 38.6% 36.8% 25.2% 25.7% 20.0% 24.8% 0.9% 0.8% 15.3% 11.9% Q4 2012 Q4 2014 7 PAID SEARCH BANNERS VIDEO EMAIL OTHERS Source: Analysys International Enfodesk, “2015 China Digital Advertising Marketing Report” March 3 2015 via eMarketer
  7. 7. 0 2,000 4,000 6,000 8,000 10,000 12,000 2007 2008 2009 2010 2011 2012 2013 2014 ADSPENDCNYMillions Video Ad Spend Adspend growth has exceeded expectations 8
  8. 8. We talk about online video a lot 9 But maybe we’re not asking the right questions
  9. 9. There are many challenges to doing online video “right” 10 CONTENT ADVERTISING No tracking of competitors and limited postbuys Data is not robust or does not exist Vendors struggle to price online video inventory across devices Limited understanding of differentiation of OTV channels Little understanding of OTV consumer journey No clear trends on what drives OTV viewership
  10. 10. 2 prong approach 11 Using AdMaster’s tracking tags and SDK codes we tracked 17,500 consumers and measured their exposure to our ads, mapping them to device, location and OS. We then surveyed them to measure consumer response to advertising. 1 ADVERTISING Tracking and Survey 2 CONTENT Qualitative and Quantitative Study Working with Mintel we conducted qualitative and quantitative research across Tiers 1-4, querying 2,300 consumers on their OTV watching habits
  11. 11. 12 Online video is our leisure activity of choice
  12. 12. Leisure time is equally spent offline and online, with lower tiers spending more time online ONLINE 49% OFFLINE 51% 13 46%54% 52%48% TIER 1 TIER 2 51%49% TIER 3 & 4
  13. 13. Boredom is the great OTV trigger 14 34% 19% 7% 6% 5% 5% 5% 4% 4% 3% REASONS FOR WATCHING OTV
  14. 14. 15 When I’m free, I usually watch OTV to kill time, so I won’t be so bored. (Female/22/Shanghai) BOREDOM It’s impossible to have no work pressure. When my boss curses during a meeting, or when I'm not meeting business targets, I feel pressured and will watch OTV to relax. (Male/44/Shanghai) PRESSURE Watching OTV can broaden my world view, for example, I can see the overseas scenery I’ve never seen before. (Male/20/Zhongshan) INFORMATION
  15. 15. The majority of our leisure time is spent on OTV 16
  16. 16. 17 Online video watching is habitual
  17. 17. Most of us already know what we want to watch before we start 18 KNOW 69% DON’T KNOW 31%
  18. 18. Our habits vary by device 19 KNOW DON’T KNOW 71% 29% 64% 36% 53% 47% 74% 26%
  19. 19. We basically use the same device everywhere but home
  20. 20. But we still watch OTV most at home 21
  21. 21. We have our favourite apps 22 22% 22% 15% 8% 7% 6%
  22. 22. Dominant players have the trifecta of loyalty, time spent and videos watched 23 Phoenix Sina Ku6 LeTV Tudou Sohu PPTV Tencent iQiyi Youku -50 0 50 100 150 200 250 300 350 400 0% 10% 20% 30% 40% 50% 60% WEEKLYTIMESPENT LOYALTY BUBBLE SIZE=VIDEOS WATCHED A WEEK
  23. 23. Habit and user experience drive our platform choice 24 41%consistently choose their favourite video platform above others because they “just got used to it” 6% 7% 9% 12% 13% 15% 15% 17% 17% 24% 32% 41% Ability to upload my own clips Clear interface and layout Has exclusive rights for an OTV show Easy to navigate Has all kinds of programs Has many of my favourite programs Ability to download programs for later Has much less ads Regular updates for shows High definition picture Smooth playing Just used to it USER EXPERIENCE CONTENT
  24. 24. Different sites attract audience for different reasons 25 Just get used to it Smooth playing High definition picture Regular and timely updates for its programs Much less ads
  25. 25. Tier 1 have far more sophisticated needs than the lower tiers 26 TIER 1 TIER 2 TIER 3 & 4 Just get used to it Smooth playing High definition picture Regular and timely update for its programs Much less ads Can download the program for later watch It contains many my favourite OTV programs Have all kinds of OTV programs Easy to navigate Have exclusivity right for OTV program Clear interface and layout Can upload my own video clips to the APP Can make my own comments while watching OTV Screen lock
  26. 26. 27 Content differentiates niche players
  27. 27. People actually want a few key things from the online video content 35% 33% 29% 26% 19% 18% 16% 16% 16% 15% 12% 12% 11% 7% 7% 28
  28. 28. Content people want is relatively the same everywhere 29
  29. 29. Shows that pique our interest have a few core elements 30 Funny A good story New ThemeClose to real life Celebrities RunningMan I'm a Singer Happy Camp Where are you going Daddy? Hua Qian Gu
  30. 30. But content isn’t a great differentiator 31
  31. 31. Niche players need to rely more on self produced content 32 Youku iQiyi Tencent Tudou Baidu Sohu LeTV 360 Video PPTV Sina Video Bilibili Ku6 China Internet TV Phoenix Popcorn 60 80 100 120 140 160 180 200 220 240 0% 5% 10% 15% 20% 25% INDEXSELFPRODUCEDCONTENTASA PLATFORMCHOICEDRIVER SITE WATCHED MOST OFTEN
  32. 32. 33 Winning an audience for content requires an offline- online approach
  33. 33. Offline and online play an important part in how we discover shows 34 41% 37% 32% 32% 24% 16% 10% 7% 6% 5% 5% SOURCES YOU LEARN ABOUT OTV PROGRAMS
  34. 34. Different devices have different push media 35 Search Friends OOH ads Friends TV Ads TV Entertainment Programs Search OTV Platform Social media Search Social media OTV Platform
  35. 35. However, positioning on an OTV platform is key when users don’t know what to watch 36 HOW DO YOU FIND OTV TITLES IF YOU DON’T KNOW WHAT TO WATCH?
  36. 36. Tier 1 non-deciders use more diverse ways to find content 37
  37. 37. 38 Video ads are effective but only in certain forms
  38. 38. OTV ads are preferred over a multitude of formats 39 MOST ATTRACTIVE AD FORMAT 24% 23% 21% 19% 18% 15% 14% 13% 13% 12% 11% 11% 7% 6%
  39. 39. OTV ads also perform better than TV in many factors 40 RELEVANCE TRUSTWORTHINESS 55% 45% 46% 54% VARIETY 63% 37% INTRUSIVENESS 60% 40% VS. TVOTV
  40. 40. But OTV ads are the number 1 cause of dissatisfaction for OTV platforms 41 0% 10% 20% 30% 40% 50% 60% 70% 80% Fees Content User Experience Ads Fees Content User Experience Ads Too Many Ads 52%Ads run for too long 24% Too much repetition 24%
  41. 41. NEUTRAL Just wait until its over Mute the speakers Rest my eyes Watch the ad absentmindedly Click on ad if it features interesting products POSITIVE Go to the bathroom Do something else Just walk away Grab some snacks Make a cup of tea Have a quick smoke Switch platforms Open another website Start another OTV program Play with mobile phone NEGATIVE Reactions to OTV ads are overwhelmingly negative 42 87% 6% 7%
  42. 42. We distract ourselves during adbreaks 43
  43. 43. 10% 13% 11% Product Recall 58% 47% 47% Ad Recall The time we spend watching mobile ads is the most effective 8% 13% 13% Purchase Intent 44 22% 26% 29% Brand Recall PC Smartphone Tablet CONSUMER RESPONSE TO ADVERTISING BY DEVICE
  44. 44. 15s video ads outperform 30s ads across all brand metrics 63% 25% 14% 9% 48% 18% 5% 6% Ad Recall Brand Recall Product Recall Purchase Intention 15s 30s 45
  45. 45. This is even more pronounced on mobile devices 46 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% PC Smartphone Tablet PURCHASE INTENT 15s 30s 0% 2% 4% 6% 8% 10% 12% 14% 16% PC Smartphone Tablet PRODUCT RECALL 15s 30s
  46. 46. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 1 2 3 to 5 6 to 10 11 to 15 AD RECALL Increased frequency does not always lead to uplift in recall 47 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 1 2 3 to 5 6 to 10 11 to 15 BRAND RECALL PC Smartphone Tablet
  47. 47. Nor does it drive increase in product recognition 48 0% 5% 10% 15% 20% 25% 1 2 3 to 5 6 to 10 11 to 15 PRODUCT RECALL 0% 5% 10% 15% 20% 25% 1 2 3-5 6-10 11-15 PURCHASE INTENT PC Smartphone Tablet
  48. 48. 49 Online video is our leisure activity of choice1 Online video watching is habitual 2 Content differentiates niche players 3 Winning an audience for content requires an offline-online approach4 Video ads are effective, but only in certain forms5
  49. 49. 50 Implications for advertisers Frequency capping is necessary for efficient campaigns 1 Shorter ads have better ad, brand and product recall. Maximize OTV efficiency by utilizing 15 second ads 2 3 Mobile (tablet and smartphone) is a key device for advertisers; promotional campaigns need heavy mobile support 4 OTV ads still perform better than almost all other media. All digital campaigns should have a video element Branded content needs support from outside the OTV ecosystem to ensure viewership; use search and social to bolster views 5
  50. 50. 51 Implications for OTV platforms Develop flexible monetization and pricing models for mobile ads to reflect consumer response to different devices, frequencies and length 1 Promote OTV content off platforms, and ensure shows you want promoted have homepage visibility 2 3 Niche players need to focus on delivering exclusive content and advertising it to break habitual viewing habits 4 Improve user experience. It can still differentiate channels, especially amongst competitors within the same space Ensure OTV-made content hit at least 3 of consumer content needs5
  51. 51. Much more CONSUMER DEVICE PREFERENCE DEEP DIVE CONSUMER CONTENT PREFERENCE BY DEVICE CONTENT DISCOVERY BY TIER AND DEVICE ONLINE VIDEO AD RESPONSE BY CATEGORY ONLINE VIDEO AD RESPONSE BY AUDIENCE FULL USER JOURNEY Much more
  52. 52. CONTACT US Jeanette Phang Jeanette.Phang@omd.com DIRECTOR- BUSINESS INTELLIGENCE Bhasker Jaiswal Bhasker.Jaiswal@omd.com MANAGING PARTNER - BUSINESS INTELLIGENCE Alessandro Pang Alessandro.Pang@omd.com DIRECTOR- BUSINESS INTELLIGENCE

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