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.

1. Presents
Dive Video

2. 22

3. 3
Netizens spend 80 minutes a day
watching online video
67% of all internet users watch online video
Source: iMediaMatrix, CNNIC

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. 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. The question is no longer
should we use online video,
but how do we do it better?
6

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. In fact, combined reach data is already
available
8
Data Source: AdMaster

9. Navigating the grey areas
9
MARKETS
DEVICE
DURATIONFREQUENCY
BRAND KPIS

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. 2PC+SMARTPHONE
3PC ONLY
9ON ALL DEVICES
14CAMPAIGNS
13BRANDS
The scope
11
4OS
19SCREENSIZES

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. DEVICE MATTERS
13

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. 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. MORE ISN’T ALWAYS BEST
16

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. 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. 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. 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. THE DIFFERENCES MATTER
21

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. 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. 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. 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. 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. 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
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
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
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
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
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. Diving Deeper: Dive Video Part 2
A look into online video user journeys and
attitudes
JULY 2015
33

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