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.
The document summarizes research on consumer attitudes toward mobile advertising in China. It finds that while 89% of Chinese consumers find mobile ads annoying, they are still ambivalent toward them. Mobile has the biggest influence on purchase intent compared to other devices. The research also identifies preferences for ad formats, placement, and content that provide practical information and value over entertainment. It recommends marketers in China focus mobile ad spend on more relevant, engaging ads in tier 1 and 2 cities to better match growth in mobile usage and increase purchase intent.
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.
The document summarizes trends in the Chinese digital advertising industry. It discusses how national TV channels are gaining share from local channels. It also discusses how online TV inventory is facing shortages as more advertisers move spending online. Finally, it discusses the growth of vertical e-commerce platforms that cater to niche customer segments.
Sizmek analyzed data from over 240 billion ad impressions in 2014 to identify trends in viewability. They found:
1. Ads with over 70% viewability had significantly higher click-through and interaction rates than ads below 70%.
2. Viewability increased for richer formats like rich media and HTML5 compared to standard banners.
3. HTML5 ads had higher viewability than Flash ads across formats and regions.
4. Mobile-specific ad sizes had higher viewability than desktop sizes.
5. Ads served directly to publishers had higher viewability than programmatic ads.
6. For both direct and programmatic, mobile-specific sizes had higher viewability than
Internet is increasingly becoming the dominant media for Ukrainian consumers, especially among younger demographics. Time spent on screens is growing while print media is declining. The number of connected devices per person is also rising. For advertisers, there is a push toward more personalized and performance-based digital campaigns across multiple channels. New technologies like mobile payments and virtual reality continue to change user behaviors and expectations.
eMarketer Roundup: Optimizing Mobile AdvertisingFilipp Paster
Metrics used to measure mobile app and mobile native advertising success
How marketers are using mobile coupons and beacons to help attribute in-store purchases
How mobile video is being used to build brand awareness
Interviews with MoPub and Personal Capital about their efforts to better target and engage users across mobile channels
This document discusses the growing trend of vertical video content consumption on mobile devices. It provides perspectives from executives at Ogilvy on the pros and cons of vertical video. While 98% of mobile usage is in portrait mode, vertical video is still a nascent format with limited distribution on desktop. Brands are experimenting with vertical video on platforms like Snapchat, seeing higher engagement rates. Overall, the experts recommend testing both vertical and horizontal video formats given different audience preferences and video purposes.
The main Media Market Trends & News we would like to share with you in this issue are the following:
Brief TV Market overview
o Switching from analogue TV – influence & recommendations
o Online businesses booming on TV
Digital Market overview featuring recent changes and new Advertising possibilities
o Kantar TNS Ukraine released the results of Telegram audience research
o Instagram announced “Music in Stories” and will allow the publication of 60-minute videos
o Facebook may now ban you from advertising
OOH & Radio shown growth vs 2017
According to Zenith WW forecast Mobile internet to reach 28% of global media usage in 2020
The document summarizes research on consumer attitudes toward mobile advertising in China. It finds that while 89% of Chinese consumers find mobile ads annoying, they are still ambivalent toward them. Mobile has the biggest influence on purchase intent compared to other devices. The research also identifies preferences for ad formats, placement, and content that provide practical information and value over entertainment. It recommends marketers in China focus mobile ad spend on more relevant, engaging ads in tier 1 and 2 cities to better match growth in mobile usage and increase purchase intent.
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.
The document summarizes trends in the Chinese digital advertising industry. It discusses how national TV channels are gaining share from local channels. It also discusses how online TV inventory is facing shortages as more advertisers move spending online. Finally, it discusses the growth of vertical e-commerce platforms that cater to niche customer segments.
Sizmek analyzed data from over 240 billion ad impressions in 2014 to identify trends in viewability. They found:
1. Ads with over 70% viewability had significantly higher click-through and interaction rates than ads below 70%.
2. Viewability increased for richer formats like rich media and HTML5 compared to standard banners.
3. HTML5 ads had higher viewability than Flash ads across formats and regions.
4. Mobile-specific ad sizes had higher viewability than desktop sizes.
5. Ads served directly to publishers had higher viewability than programmatic ads.
6. For both direct and programmatic, mobile-specific sizes had higher viewability than
Internet is increasingly becoming the dominant media for Ukrainian consumers, especially among younger demographics. Time spent on screens is growing while print media is declining. The number of connected devices per person is also rising. For advertisers, there is a push toward more personalized and performance-based digital campaigns across multiple channels. New technologies like mobile payments and virtual reality continue to change user behaviors and expectations.
eMarketer Roundup: Optimizing Mobile AdvertisingFilipp Paster
Metrics used to measure mobile app and mobile native advertising success
How marketers are using mobile coupons and beacons to help attribute in-store purchases
How mobile video is being used to build brand awareness
Interviews with MoPub and Personal Capital about their efforts to better target and engage users across mobile channels
This document discusses the growing trend of vertical video content consumption on mobile devices. It provides perspectives from executives at Ogilvy on the pros and cons of vertical video. While 98% of mobile usage is in portrait mode, vertical video is still a nascent format with limited distribution on desktop. Brands are experimenting with vertical video on platforms like Snapchat, seeing higher engagement rates. Overall, the experts recommend testing both vertical and horizontal video formats given different audience preferences and video purposes.
The main Media Market Trends & News we would like to share with you in this issue are the following:
Brief TV Market overview
o Switching from analogue TV – influence & recommendations
o Online businesses booming on TV
Digital Market overview featuring recent changes and new Advertising possibilities
o Kantar TNS Ukraine released the results of Telegram audience research
o Instagram announced “Music in Stories” and will allow the publication of 60-minute videos
o Facebook may now ban you from advertising
OOH & Radio shown growth vs 2017
According to Zenith WW forecast Mobile internet to reach 28% of global media usage in 2020
The document is an app insight report from InMobi analyzing app promotion trends in Q3 2013. Some key findings include:
- The US, India, Japan, China, and Indonesia were the top 5 countries for app downloads, accounting for over 60% of downloads.
- Games were the most downloaded category at 64% of downloads. Communication, telecom, and entertainment apps followed.
- Interstitial ads achieved the highest conversion rates, particularly on Android, while banners still performed well for non-gaming apps.
- The US, China, UK, and India had the highest and lowest costs per download, respectively, with costs varying by app category and region.
Why [Mobile] [In-app] Programmatic? A Marketer's GuideMoPub
What do buyers need to know about how RTB works, what "premium" means for mobile inventory, mobile attribution, and more? It's all here in our handy guide.
eMarketer Webinar: Best Practices in Digital Video AdvertisingeMarketer
This document provides best practices for digital video advertising. It discusses defining objectives for video campaigns such as branding, direct response, or reach. It also covers optimizing campaigns for different platforms and screens, including mobile, connected TVs, and tablets. The document emphasizes the importance of metrics like viewability and shareability for measuring success. It also notes that programmatic buying is a growing trend but still lacks premium video inventory.
This document discusses the growing trend of global programmatic advertising. Programmatic advertising uses automation and data to target digital ads. The summary is:
1. Programmatic advertising is no longer confined to the US, but is growing internationally as brands look to deliver targeted messages globally.
2. Drivers for adopting programmatic internationally are similar to the US - increasing efficiency to get more out of budgets. However, regional variations require localized approaches.
3. A recent forecast predicts worldwide programmatic ad spending will rise 52% in 2014 and continue growing 27% annually through 2018, totaling $53 billion.
Thomvest Mobile Advertising Overview - February 2016Thomvest Ventures
This is an overview of the mobile adtech ecosystem. Research was conducted by Thomvest Ventures. It covers topics including mobile advertising spend, programmatic advertising, key mobile advertising vendors (i.e DSP, SSP, exchanges & networks), and key trends.
India is inching closer to becoming a trillion dollar digital economy with rapidly expanding digital infrastructure and greater accessibility to technology. With 90% of India set to own a mobile phone by 2022, it comes as no surprise that mobile is the primary driver of this transformation. For the marketer, therefore, it becomes extremely crucial to gauge the depths and dynamics of the Indian mobile user. This report provides a repository of information that taps into these learnings.
The document summarizes key insights from a survey of the top 100 grossing mobile app developers on app install advertising trends in the second half of 2015. Some of the main findings include:
1) Video and social media dominated app install budgets, though spend on social is plateauing due to increased competition.
2) App install budgets continued shifting towards video, social, and programmatic channels.
3) Mobile video spending saw a 24% increase and is accelerating as the focus on video grows.
4) Incentivized formats like offer walls and free app networks are declining in popularity as advertisers focus more on user quality.
The document discusses consumer buying behaviour of smart TVs in Ranchi, India. It finds that consumers aged 31-40 most prefer smart TVs. Business owners comprised the largest group of smart TV buyers. Television advertisements were the most effective marketing medium. Most consumers said smart TVs were available in local markets and preferred LED displays from Samsung or LG due to picture quality and price. Internet connectivity and HD displays were the most desirable features. Nearly half of consumers were dissatisfied with smart TV prices.
Mapping connected tv viewership: CTV India Report 2021 by mediasmartSocial Samosa
The latest India CTV report 2021 by mediasmart highlights consumer adoption insights layered with an expert view on the possible advertising potential of the CTV medium.
Canadian internet Advertising Revenue SurveyIAB Canada
The 2013-2014 IAB Canada Revenue Survey.
20 years after the first online advertising runs, digital advertising takes the largest share of ad spend. Double digit growth to continue in 2014 with forecast 14% increase.
Transcend is OMD’s point of view of the key media trends to watch out for in the next 12 months. Transcend goes beyond the surface, diving deep into what is really happening in media in China and the implications for advertisers. This year we will see TV channels evolve even more as TV channels claim back their audiences, the sophistication in how we buy on digital will be taken up a notch and social will drive data. Transcend will give you a clearer picture of what issues need to be considered when advertising to your customers.
The document is a mobile advertising trends report that summarizes key trends in the mobile advertising industry in 2015. It discusses the growth of programmatic buying and real-time bidding, and how they provide benefits like streamlining the mobile ad process and enabling on-the-fly optimization. However, it also notes limitations in targeting and ad formats for mobile programmatic buying. The report also examines new and improved mobile display ad formats like mobile rich media, video ads, and native ads that are gaining traction. It then provides breakdowns of mobile ad spending trends by different industries.
Snapchat is a mobile app known for its disappearing photos and videos. It has grown rapidly since launching in 2011 and now has over 80 million active users globally. While most of its users are young (ages 13-25) and female, Snapchat has introduced new features like Stories that allow brands to reach this difficult demographic. Several major brands have had success using Snapchat to engage users and drive sales through exclusive content and discounts. However, Snapchat also has disadvantages for brands like a lack of metrics and an inability to achieve viral sharing within the app. Overall, Snapchat provides an innovative new format for brands to experiment with mobile advertising and messaging.
InMobi State of Mobile Video Advertising Report 2018InMobi
In our State of Mobile Video Advertising 2018 Report, we highlighted how advertisers and publishers alike all around the world have increasingly embraced in-app video advertising over the past two plus years.
Mobile spending is expected to hit $18 billion in 2014 and reach $41.9 billion by 2017. Various digital, mobile, and social media predictions are provided. It is predicted that mobile devices, advertising, and industries will continue to grow substantially in 2014, with an increasing focus on areas like mobile video, wearables, data analytics, and personalized cross-channel experiences.
Digital Australia Monthly Update Session - February 2014Damus Chu
Digital Australia Monthly Update Session written by Damus Chu, owner of Pug Life Ad Solutions. He has worked in corporate media across several industries in the last 7 years, managed over $20m worth of media and familiar with the Sydney and Melbourne markets. Every month he will collate digital ad opportunities collected from the media owners in Australia and present them to you on Slide Share.
If 2014 was the year of mobile, 2015 is most definitely the year of Rich Media.
Mobile ad spend is expected to increase 77%, in 2015. We will see sophisticated and creative collaboration in 2015, as content creators build audiences that rival those of pop stars and brands grasp just how powerful mobile can be. In order for brands to get the most ROI for their mobile advertising spend, they need to invest in Rich Media, to create immersive experiences, transforming their level of engagement with consumers.
In FreshDigitalGroup’s “Rethink 2015,” we take an in-depth look at the following Rich Media predictions in addition to forecasts for digital, mobile and social industries.
More than 230 million “millennials” in China—or about 17% of the total population—are undergoing the biggest change of their young lives: becoming adults. Hundreds of millions of young Chinese from the 90s generation are getting older, becoming more mature and shifting their perspectives from self-focused to society-focused.
The document is an app insight report from InMobi analyzing app promotion trends in Q3 2013. Some key findings include:
- The US, India, Japan, China, and Indonesia were the top 5 countries for app downloads, accounting for over 60% of downloads.
- Games were the most downloaded category at 64% of downloads. Communication, telecom, and entertainment apps followed.
- Interstitial ads achieved the highest conversion rates, particularly on Android, while banners still performed well for non-gaming apps.
- The US, China, UK, and India had the highest and lowest costs per download, respectively, with costs varying by app category and region.
Why [Mobile] [In-app] Programmatic? A Marketer's GuideMoPub
What do buyers need to know about how RTB works, what "premium" means for mobile inventory, mobile attribution, and more? It's all here in our handy guide.
eMarketer Webinar: Best Practices in Digital Video AdvertisingeMarketer
This document provides best practices for digital video advertising. It discusses defining objectives for video campaigns such as branding, direct response, or reach. It also covers optimizing campaigns for different platforms and screens, including mobile, connected TVs, and tablets. The document emphasizes the importance of metrics like viewability and shareability for measuring success. It also notes that programmatic buying is a growing trend but still lacks premium video inventory.
This document discusses the growing trend of global programmatic advertising. Programmatic advertising uses automation and data to target digital ads. The summary is:
1. Programmatic advertising is no longer confined to the US, but is growing internationally as brands look to deliver targeted messages globally.
2. Drivers for adopting programmatic internationally are similar to the US - increasing efficiency to get more out of budgets. However, regional variations require localized approaches.
3. A recent forecast predicts worldwide programmatic ad spending will rise 52% in 2014 and continue growing 27% annually through 2018, totaling $53 billion.
Thomvest Mobile Advertising Overview - February 2016Thomvest Ventures
This is an overview of the mobile adtech ecosystem. Research was conducted by Thomvest Ventures. It covers topics including mobile advertising spend, programmatic advertising, key mobile advertising vendors (i.e DSP, SSP, exchanges & networks), and key trends.
India is inching closer to becoming a trillion dollar digital economy with rapidly expanding digital infrastructure and greater accessibility to technology. With 90% of India set to own a mobile phone by 2022, it comes as no surprise that mobile is the primary driver of this transformation. For the marketer, therefore, it becomes extremely crucial to gauge the depths and dynamics of the Indian mobile user. This report provides a repository of information that taps into these learnings.
The document summarizes key insights from a survey of the top 100 grossing mobile app developers on app install advertising trends in the second half of 2015. Some of the main findings include:
1) Video and social media dominated app install budgets, though spend on social is plateauing due to increased competition.
2) App install budgets continued shifting towards video, social, and programmatic channels.
3) Mobile video spending saw a 24% increase and is accelerating as the focus on video grows.
4) Incentivized formats like offer walls and free app networks are declining in popularity as advertisers focus more on user quality.
The document discusses consumer buying behaviour of smart TVs in Ranchi, India. It finds that consumers aged 31-40 most prefer smart TVs. Business owners comprised the largest group of smart TV buyers. Television advertisements were the most effective marketing medium. Most consumers said smart TVs were available in local markets and preferred LED displays from Samsung or LG due to picture quality and price. Internet connectivity and HD displays were the most desirable features. Nearly half of consumers were dissatisfied with smart TV prices.
Mapping connected tv viewership: CTV India Report 2021 by mediasmartSocial Samosa
The latest India CTV report 2021 by mediasmart highlights consumer adoption insights layered with an expert view on the possible advertising potential of the CTV medium.
Canadian internet Advertising Revenue SurveyIAB Canada
The 2013-2014 IAB Canada Revenue Survey.
20 years after the first online advertising runs, digital advertising takes the largest share of ad spend. Double digit growth to continue in 2014 with forecast 14% increase.
Transcend is OMD’s point of view of the key media trends to watch out for in the next 12 months. Transcend goes beyond the surface, diving deep into what is really happening in media in China and the implications for advertisers. This year we will see TV channels evolve even more as TV channels claim back their audiences, the sophistication in how we buy on digital will be taken up a notch and social will drive data. Transcend will give you a clearer picture of what issues need to be considered when advertising to your customers.
The document is a mobile advertising trends report that summarizes key trends in the mobile advertising industry in 2015. It discusses the growth of programmatic buying and real-time bidding, and how they provide benefits like streamlining the mobile ad process and enabling on-the-fly optimization. However, it also notes limitations in targeting and ad formats for mobile programmatic buying. The report also examines new and improved mobile display ad formats like mobile rich media, video ads, and native ads that are gaining traction. It then provides breakdowns of mobile ad spending trends by different industries.
Snapchat is a mobile app known for its disappearing photos and videos. It has grown rapidly since launching in 2011 and now has over 80 million active users globally. While most of its users are young (ages 13-25) and female, Snapchat has introduced new features like Stories that allow brands to reach this difficult demographic. Several major brands have had success using Snapchat to engage users and drive sales through exclusive content and discounts. However, Snapchat also has disadvantages for brands like a lack of metrics and an inability to achieve viral sharing within the app. Overall, Snapchat provides an innovative new format for brands to experiment with mobile advertising and messaging.
InMobi State of Mobile Video Advertising Report 2018InMobi
In our State of Mobile Video Advertising 2018 Report, we highlighted how advertisers and publishers alike all around the world have increasingly embraced in-app video advertising over the past two plus years.
Mobile spending is expected to hit $18 billion in 2014 and reach $41.9 billion by 2017. Various digital, mobile, and social media predictions are provided. It is predicted that mobile devices, advertising, and industries will continue to grow substantially in 2014, with an increasing focus on areas like mobile video, wearables, data analytics, and personalized cross-channel experiences.
Digital Australia Monthly Update Session - February 2014Damus Chu
Digital Australia Monthly Update Session written by Damus Chu, owner of Pug Life Ad Solutions. He has worked in corporate media across several industries in the last 7 years, managed over $20m worth of media and familiar with the Sydney and Melbourne markets. Every month he will collate digital ad opportunities collected from the media owners in Australia and present them to you on Slide Share.
If 2014 was the year of mobile, 2015 is most definitely the year of Rich Media.
Mobile ad spend is expected to increase 77%, in 2015. We will see sophisticated and creative collaboration in 2015, as content creators build audiences that rival those of pop stars and brands grasp just how powerful mobile can be. In order for brands to get the most ROI for their mobile advertising spend, they need to invest in Rich Media, to create immersive experiences, transforming their level of engagement with consumers.
In FreshDigitalGroup’s “Rethink 2015,” we take an in-depth look at the following Rich Media predictions in addition to forecasts for digital, mobile and social industries.
More than 230 million “millennials” in China—or about 17% of the total population—are undergoing the biggest change of their young lives: becoming adults. Hundreds of millions of young Chinese from the 90s generation are getting older, becoming more mature and shifting their perspectives from self-focused to society-focused.
This document discusses how success is viewed in China and how that is changing across generations. Traditionally, success was seen as being determined by factors like family background, money and connections ("guanxi"). However, the study found that while hard work was still the top factor for success, money, family background and connections were also highly important. Younger generations, especially those in tier 1 cities, place less emphasis on these traditional factors and more on personal achievements like education, intelligence, mindset and integrity. So the view of success in China is evolving from being based on who you are to also incorporating what you achieve through your own efforts.
The Human Project is a multi-generational study of the minds of the most digitally intuitive generation yet. We’ve uncovered insights into how brands can stay relevant with the ever changing Gen Z.
The Human Project Infographic - Zeno GroupZeno Group
The Human Project is a multi-generational study of the minds of the most digitally intuitive generation yet. We’ve uncovered insights into how brands can stay relevant with the ever changing Gen Z.
Applying data in today’s multi screen worldOMD China
Multi-screening is no longer a new phenomena, but the data challenge in multi-screen media planning is still very real. We need to look beyond using multi-screen media as an efficiency buy. OMD discusses their point of view and methodology for effective multi-screen planning.
Online video viewership in China is rapidly moving into the mobile space – and marketers need to start preparing. OMD Business Intelligence breaks down video viewing habits in China and marketers need to do to catch up.
Dive Social is China's first social media motivation study. It deep dives into the motivations of social media, delving into the underlying reasons that drive Chinese social media users. Going beyond social media usage numbers, this study clears up myths of what people want from brands and content that influences them.
The study dispels myths like the influence of Key Online Leaders, the reach of brand accounts on social and who actually uses social media.
Millennials in Brazil, Russia, India, and China (BRIC countries) will shape the future of these major economies. A survey of over 1,600 BRIC millennial found that:
1) They are optimistic about their economic futures but feel stressed by finances and employment. Many value spending wisely over high earnings.
2) They want to voice their views on social issues and governments, especially in Brazil, but Indians have the most positive views of government.
3) They see cultural choices as more complicated than previous generations, except in Brazil. Russian, Chinese, and Indian millennials want to preserve traditions while Brazilians have the most progressive views.
The document then provides more details
Frontier(less) Retail—an Innovation Group report created in partnership with WWD, the leading fashion, beauty and retail authority—reveals a retail landscape that has become borderless, blurred and amorphous.
Consumer expectations are becoming limitless—whether it’s instant delivery, intuitive commerce or compelling store experiences. Interfaces for retail are moving beyond the smartphone into our home environments, and the digital and physical worlds are blurring in new ways.
Meet Generation Z: Forget Everything You Learned About Millennialssparks & honey
Marketers have been focused on Gen Y (a.k.a. Millennials) for more than a decade. In fact, Millennials are the most researched generation in history!
But Gen Z (born 1995 to present) is different from the Millennial generation. In many ways, Gen Zers are the opposites or extreme versions of Millennials and marketers need to adjust to them.
We are just beginning to understand Gen Z and its impact on the future, but this report explores what we know and foresee.
Opportunities in Digital Video and Social Media: Reach and engage your audien...Adknowledge
Adknowledge's CEO Ben Legg and Amit Wjuniski, Country Manager of Brazil, will help you think through how to move some of your TV advertising budget into digital video, plus how to reach and engage with your audience via social media.
Presented at MMA LATAM Forum in Sao Paulo Brazil on September 23, 2014 as part of the MMA Global series.
Global video plays on tablets and smartphones increased more than 24% in Q1 2015 compared to the previous quarter. Plays on mobile devices have doubled over the past year and increased 367% over the past two years, suggesting over 50% of online video plays will be on mobile by the end of 2015. Smartphones are driving most of this growth, accounting for four times as many plays as tablets. Content discovery and recommendation tools are also increasing engagement by 50-58% when offering personalized recommended videos, demonstrating the importance of these tools for the online video experience.
ValueClick Media's Director of Video Strategy, Dan Alexander, offers four tips for cross-platform marketers to maximize their digital video ROI. Before digital video, TV was one of the few visual mediums where advertisers knew that when they bought air time, they were getting a specific audience, at a precise time, for a determined spend. While navigating the current video landscape can be unnerving for both traditional and digital marketers – often unsure of what they are getting in return for their time and spend – digital video is where top brands are progressively allocating their advertising budgets.
Now is the time to grow your video comfort zone to meet increasing demand. Learn the 4 essential questions to ask your video ad provider.
This document summarizes a presentation about monetizing video content given by Ben Morrell of Brightcove. The presentation covers trends in video viewing like increased smartphone usage and time spent watching mobile video. It provides examples of publishers successfully monetizing video through pre-roll ads, sponsored content, and video channels. The presentation identifies challenges to video monetization like user experience, device consistency, identifying popular genres, and ad blocking. It provides a three point checklist for publishers to focus on audience, engagement, and revenue to more effectively monetize their video content.
This document analyzes ad blocking rates and the impact on video monetization globally based on a study of 1 billion devices from April to June 2015. Some key findings include: 62% of desktop video time in Germany is not monetized due to ad blocking, compared to 26% in the US and 43% in Canada. Time spent watching digital video is increasing rapidly across all ages and devices. The rise of ad blocking threatens significant lost revenue for publishers, estimated at 35% in Germany and 25% in the US. Ad blocking is highest in developed markets but is expected to grow substantially in emerging economies.
We will analyze the top 5 OTT platforms that provide reliable streaming services for video subscription businesses, focusing on important factors to consider when selecting an OTT solutions provider.
As audience preferences shift towards having control over their viewing choices, allowing them to watch content at their convenience and on various devices, the robust offerings of OTT platforms have become increasingly popular. Among these platforms, SVOD subscriptions have experienced a consistent upward trend.
This document discusses the need for global brands and media companies to publish high-quality video content across online, mobile, and social platforms to engage audiences. It outlines requirements for an online video platform, including supporting various content types, mobile/social publishing, analytics, and extensibility. Kyte is presented as a platform that meets these requirements through its capabilities for high-quality online and live video delivery, mobile/social support, analytics, and customization via frameworks and APIs. Case studies demonstrate how MTV Networks leverages Kyte for certain innovative online video projects.
This document discusses the need for global brands and media companies to publish high-quality video content across online, mobile, and social platforms to engage audiences. It describes the requirements for an online video platform, including supporting various content types, mobile/social publishing, analytics, and extensibility. Kyte is presented as a platform that meets these requirements through its capabilities for high-quality online and live video delivery, mobile/social support, analytics, and customization via APIs. Case studies demonstrate how MTV Networks leverages Kyte for certain innovative online video projects.
Kiosked and Brightcove have teamed up to educate online retailers on how to tell their story through video and more importantly how to directly drive revenue through video.
Vodafone Romania launched a campaign called "Live. From a Different World" to connect older generations whose traditions are dying to younger connected generations. The campaign used Facebook Live to broadcast live videos of elders in Romania's Carpathian Mountains sharing their traditions and crafts with younger viewers. This helped bridge the cultural divide between generations and preserve valuable cultural knowledge that may otherwise be lost. The live videos received over 1 million views, showing the power of live streaming to engage audiences and share intergenerational knowledge.
“Live and Targeted” - The Future of Digital VideoGreg Fry
1) Video is becoming the dominant format for online content as technologies have advanced to allow live streaming and interactive video experiences.
2) In the future, video will become more interactive, with users able to participate in videos and make purchases directly from video content. Video conversations will also become more common through platforms like Snapchat and WhatsApp.
3) Personalized, targeted video using individual user data will enable highly customized video advertisements and experiences for each viewer. Influencer marketing through video celebrities will also grow in importance.
The document provides an overview and analysis of the digital upfront presentations held by major online portals such as YouTube, Yahoo!, and Hulu in 2012. It discusses the growth of digital video advertising opportunities and original online content. Key points covered include the range of content formats, growing audience for online video, challenges in measuring viewership and success, and questions around supporting new content properties. Concerns are raised around portals' ability to properly support all new content properties to ensure success.
The document provides an overview and analysis of the digital upfront presentations held by major online portals such as YouTube, Yahoo!, and Hulu in 2012. It discusses the growth of digital video advertising opportunities and original online content. Key points covered include the range of content formats, targeting and measurement of online audiences, delivery and flighting of digital ad campaigns, and the need for portal support of new content properties. Concerns are raised about whether portals can adequately support all the new content they are launching to improve success rates.
Blueseed provides digital advertising services including video advertising, content marketing, and data management. They work with top publishers and technology partners to deliver innovative ad formats across multiple online platforms and devices. Their services help clients like Attack, Aquafina, Coca-Cola, and Celano build brand awareness, loyalty, and drive sales through targeted online campaigns.
Userfarm - Video Production and Video CrowdsourcingBruno Pellegrini
Userfarm introduction to the Social Case History Forum 2014 in Milan (SCHF 2014) with relevant data about video production industry, video marketin strategy and video crowdsourcing solutions.
This document contains the agenda for the Latin Online Video Forum conference. It lists the session titles, moderators, and speakers for various sessions on developing metrics for online video, perspectives from media companies, and challenges and solutions for monetizing premium video content through video advertising and payments. The key sessions include discussions on quantifying the online video experience, views from global digital media players, issues from the perspective of media owners, and challenges and approaches for advanced monetization of content.
Getting actionable insights from video content with social media video analytics that goes beyond likes and shares to understand what your audience thinks is no more a pipe dream. While likes and shares feel amazing, the marketing need of truly understanding your audience comes alive with social video analytics and video AI.
Now Next Beyond v2: Making Sense of ChangeArena UK
Now, Next, Beyond is our take on how to make sense of changes in the media landscape, including new technologies, trends in consumer behaviour or demography, and our understanding of how marketing works.
We take a short, medium and long-term view to quantify how and when key developments in the industry are going to impact what customers - and therefore brands - do.
OMD China has launched the fourth edition of its ongoing research series, Rhythm, with the latest report entitled Gamers. The study provides marketers with an in-depth understanding of online gamers in the People’s Republic of China, as well as examines the effectiveness of in-game advertising.
In recent years, online games have become a mainstream form of entertainment across all ages, especially those played on mobile phones. Research reveals that there are 626 million online gamers in China, resulting in an increasing number of brands exploring the potential of this medium. While most brand promotion is currently either through in-game advertising or content sponsorships, there is still much to uncover about gamer behaviours and the effectiveness of advertising to this audience.
OMD China has launched the 2019 edition of its ongoing research series, Transcend, offering marketers a list of predictions on media trends shaping the practice of marketing in the People’s Republic of China. Now in its fifth year, the report provides forward-looking insights and implications for brand marketers, agency professionals and media owners to make better informed decisions when it comes to media investment planning.
In the 2019 edition, OMD’s findings cover topics ranging from transparency in OTT to the increasing importance of data safety.
OMD China has launched the 2019 edition of its ongoing research series, Transcend, offering marketers a list of predictions on media trends shaping the practice of marketing in the People’s Republic of China. Now in its fifth year, the report provides forward-looking insights and implications for brand marketers, agency professionals and media owners to make better informed decisions when it comes to media investment planning.
In the 2019 edition, OMD’s findings cover topics ranging from transparency in OTT to the increasing importance of data safety.
DIVE SEARCH. Search remains an essential component of every marketer’s arsenal, yet in China there is little understanding of the practice beyond spends, keywords and bidding. OMD’s DIVE SEARCH delves deeply into consumer search behaviors and how search advertising influences their purchase decisions.
OMD has launched the fourth edition of Transcend, its annual predictions on media trends shaping the country’s advertising landscape. In 2018, OMD’s findings range from insufficient video inventory to the future of branded content. As always, the study provides forward-looking insights and key implications of major developments for media agencies, brands and media owners alike, allowing them to inform their marketing strategies for the year ahead.
OMD has launched the fourth edition of Transcend, its annual predictions on media trends shaping the country’s advertising landscape. In 2018, OMD’s findings range from insufficient video inventory to the future of branded content. As always, the study provides forward-looking insights and key implications of major developments for media agencies, brands and media owners alike, allowing them to inform their marketing strategies for the year ahead.
Search remains an essential component of every marketer’s arsenal, yet in China there is little understanding of the practice beyond spends, keywords and bidding. OMD’s DIVE SEARCH delves deeply into consumer search behaviors and how search advertising influences their purchase decisions.
Rhythm Greys: Modern Greys Rediscover ThemselvesOMD China
With the rapid development of the Chinese economy, the lifestyles and mindsets of the elderly have changed. They have started to refocus on themselves, rediscovering the lives they were unable to live in their youth.
OMD China's annual media forecast report, covering topics from media reaching equilibrium to the outlook of new technology such as OTT and livestreaming.
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
3. 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
4. Thank you to our participating brands, sponsors and contributors.
SPONSORS CONTRIBUTORSBRANDS
5. 5
Netizens spend 80 minutes a day
watching online video
67% of all internet users watch online video
Source: iMediaMatrix, CNNIC
7. 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
9. We talk about online video a lot
9
But maybe we’re not asking the right questions
10. 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
11. 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
13. 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
14. Boredom is the great OTV trigger
14
34%
19%
7% 6% 5% 5% 5% 4% 4% 3%
REASONS FOR WATCHING OTV
15. 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
22. We have our favourite apps
22
22%
22%
15%
8%
7%
6%
23. 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
24. 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
25. 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
26. 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
30. 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
32. 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
34. 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
35. 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
36. 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?
39. 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%
40. 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
41. 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%
42. 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%
44. 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
45. 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
46. 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
47. 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
48. 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
49. 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
50. 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
51. 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
53. 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