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Dive Video: Part 1

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A deep dive into consumer response to online video advertising in China. Dive Video covers what frequency advertisers should buy at, whether longer ads are better, what device leads to the best response.

Published in: Marketing
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Dive Video: Part 1

  1. 1. Presents Dive Video
  2. 2. 22
  3. 3. 3 Netizens spend 80 minutes a day watching online video 67% of all internet users watch online video Source: iMediaMatrix, CNNIC
  4. 4. 4 a They’re using multiple devices to watch their favorite shows Consumers are just as likely to use the PC or their mobile devices to watch online videos
  5. 5. 15 mins 25 mins 46 mins Mobile online TV viewers spend just as much time watching videos as their PC counterparts 41 mins 42 mins 46 mins 2012 2013 2014 Data Source: iUserTracker, June, 2014 PC Mobile a
  6. 6. The question is no longer should we use online video, but how do we do it better? 6
  7. 7. There are many challenges to buying online video better 7 No tracking of competitors and limited postbuys Data is not robust or does not exist Vendors struggle to price online video inventory cross devices
  8. 8. In fact, combined reach data is already available 8 Data Source: AdMaster
  9. 9. Navigating the grey areas 9 MARKETS DEVICE DURATIONFREQUENCY BRAND KPIS
  10. 10. SITESTRACKINGBRANDS 10 We worked our partners to track over 17,500 consumer responses to online videos across devices for 4 months covering categories like FMCG, food, retail and pharmaceuticals.
  11. 11. 2PC+SMARTPHONE 3PC ONLY 9ON ALL DEVICES 14CAMPAIGNS 13BRANDS The scope 11 4OS 19SCREENSIZES
  12. 12. How we did it 12 2SURVEY Consumers were asked to fill in a survey to measure advertising recall, brand recall, product recall and purchase intent. 12 cities Tier-1: Beijing, Shanghai, Guangzhou, Shenzhen Tier-2: Nanjing, Chengdu, Wuhan, Shenyang Tier-3: Hefei, Kunming, Taiyuan, Changchun Using AdMaster’s tracking tags and SDK codes we tracked exposure to our campaigns and mapped it to device, location and OS. 1TRACK
  13. 13. DEVICE MATTERS 13
  14. 14. 10% 13% 11% Product Recall 58% 47% 47% Ad Recall Device definitely matters 8% 13% 13% Purchase Intent 14 22% 26% 29% Brand Recall PC Smartphone Tablet
  15. 15. Not all advertising causes an uplift in purchase intent 15 INDEX EXPOSED VS. NON EXPOSED PC Smartphone Tablet Ad Recall 120 128 149 Brand Recall 119 280 269 Product Recall 98 310 198 Purchase Intent 64 172 173
  16. 16. MORE ISN’T ALWAYS BEST 16
  17. 17. 15s videos outperform 30s across all brand metrics 63% 25% 14% 9% 48% 18% 5% 6% 0% 10% 20% 30% 40% 50% 60% 70% Ad Recall Brand Recall Product Recall Purchase Intention 15s 30s 17
  18. 18. This is even more pronounced on mobile devices 18 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
  19. 19. 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 19 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
  20. 20. Nor does it drive increase in product recognition 20 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
  21. 21. THE DIFFERENCES MATTER 21
  22. 22. PC still works for older audiences 22 6% 10% 10% 13% 10% 18% 14% 11% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% 14-24 25-34 35-44 45-55 PURCHASE INTENTION PC Mobile
  23. 23. Female audiences are influenced by mobile 23 21% 22%22% 31% 0% 5% 10% 15% 20% 25% 30% 35% Male Female BRAND RECALL PC Mobile 10% 11% 9% 15% 0% 2% 4% 6% 8% 10% 12% 14% 16% Male Female PRODUCT RECALL PC Mobile
  24. 24. The strength of mobile ads is consistent across tiers 24 11% 7% 8% 7% 17% 10% 19% 13% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% T1 T2 T3 T4 PURCHASE INTENT PC Mobile
  25. 25. Mobile devices help with purchase intent with low involvement categories 25 13% 5% 9% 16% 7% 18% 16% 7% 13% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% Retail Kids FMCG PURCHASE INTENTION PC Smartphone Tablet
  26. 26. But PC reigns for Ad Awareness 26 52% 47% 68% 56% 26% 55% 49% 40% 48% 0% 10% 20% 30% 40% 50% 60% 70% 80% Retail Kids FMCG AD AWARENESS PC Smartphone Tablet
  27. 27. A quick recap The data gaps are now closing: we now have information about mixed reach and which devices work at different phases of the consumer journey. DEVICE TRULY MATTERS PC online video ads help drive ad recall, while mobile placements drive purchase intent MORE ISN’T ALWAYS BEST 15 second video ads work better across all metrics and devices More frequency does not lead to better consumer responses. Brand recall is best below 5+ and product recall 5-10+ AUDIENCES DO REACT DIFFERENTLY Females react better to mobile ads PC works for older audiences and help drive ad awareness Mobile devices help drive purchase intent with low involvement categories 27
  28. 28. 28 Data exists and needs to be used We need to start making data based decisions and using available data for better media connections. Media plans should and need to be optimized based on campaign goals and audience response.
  29. 29. 29 More emphasis needs to be put on developing the mobile ad product Vendors need to create more dynamic pricing models and brands should start shifting more of their budgets to mobile and tablet, especially if they target younger females
  30. 30. 30 Promotional campaigns need heavy mobile support Across most audiences and categories, purchase intent was higher to those exposed to mobile online video advertising. Brands need to ensure more mobile media mix when pushing tactical campaigns.
  31. 31. 31 Frequency capping is necessary for efficient campaigns On mobile devices especially going beyond 7-10+ is not efficient—generally not delivering incremental ad, brand or product recall.
  32. 32. 32 We need to know more about consumer response We need to dive deeper into how consumers react to online video advertising in more categories and understand how program and content choices affect their behavior.
  33. 33. Diving Deeper: Dive Video Part 2 A look into online video user journeys and attitudes JULY 2015 33
  34. 34. 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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