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OMD Transcend 2015

OMD Transcend 2015

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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.

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.

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OMD Transcend 2015

  1. 1. MEDIA TRENDS 2015
  2. 2. 2 TINY TV TV becomes a niche channel TV 3.0 TV channels start to distribute their own content online VERTICAL DESCENT Internet verticals suffer as content is shared via other means The Trends AUTOMATIC AUDIENCE Programmatic moves towards audience buying in online video and mobile PREMIUM MOBILITY Premium inventory on mobile becomes available CLOSED COMMERCE eCommerce channels become their own ecosystem SEARCH-TO-ORDER Search goes beyond keywords MONETIZE ME Social focuses on monetizing audiences SOCIAL SINGULARITY Social leads the way in creating single user data
  3. 3. 3 Tiny TVTV becomes a niche channel The flocking of eyeballs online is by no means a new phenomenon, but the scale of the movement—last year time spent on online video matched that of time spent on TV—means that for many advertisers TV can no longer be viewed as a broadcast channel for all audiences. TV remains a key channel to reach over 45s, but is becoming a supplementary media for other audiences. Advertisers should focus on buying better within local markets and creating better partnerships with one of the 4,000+ TV channels in China, and harnessing the power of provincial satellite TV channels 0 10 20 30 40 50 60 70 80 90 100 15-19 20-24 20-29 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+ 0 50 100 150 200 250 300 Avg TV Daily Time Spent (Min) Avg Internet Daily Time Spent (Min)2 TV Daily Reach Internet Daily Reach Reach% DailyMins The role of TV moves from mass to niche as audiences flock to new media and screens across markets in China
  4. 4. 4 TV 3.0 Last year, Hunan TV launched their own digital TV platform, marking the end of their content being shared on other platforms online. Previously, shows like the smash hit “爸爸去哪 儿” were hosted on online video platforms like iQiyi. As TV channels put up a fight to win back their audiences, online video sites are rising to the challenge by creating their own shows. Locally made content will have to go from strength to strength as the Chinese government clamps down on foreign digital content, spelling the end of next-day availability of American shows. The opportunity for brands lies in sponsorship and product placement for locally made shows. TV channels start to distribute their own content online TV channels fight the content war by creating their own online channels
  5. 5. 5 Vertical DescentInternet verticals suffer as content is shared via other means Netizens have become more sophisticated in terms of how and where they find content. The strength of individual website content and the growth of in-app social sharing has seen users abandon the use of portals as a means to get their information. Impressions on most verticals— barring that of automotive and travel—have dwindled. 0.00 2,000.00 4,000.00 6,000.00 8,000.00 10,000.00 12,000.00 14,000.00 16,000.00 18,000.00 Website Traffic to Portals sohu.com [搜狐] sina.com.cn [新浪] qq.com [腾讯] ifeng.com [凤凰网] 163.com [网易163] Advertisers need to plan to be everywhere their users are, not only on content specific sites, or have stronger content plans ensuring their messages spread further than ever. Portals have been suffering a slow death as netizens change their content sharing habits.
  6. 6. 6 Automatic AudienceProgrammatic moves towards audience buying in online and mobile video Centred on a single view of a person across devices and sites via DMPs, audience buys allow brands to finally move beyond siloed media based buys. Couple the ability to target audiences better than ever with the rise of time spent on mobile, and programmatic buys will increasingly shift into the mobile space. Currently, only an approximate 5% of programmatic buys are for mobile inventory, but that number is expected to shift to about 20%. Audience data is fast becoming the new trading currency of programmatic media trading. Advertisers need to focus on building their data smarts to not only ensure their buys are audience based, but to build holistic understanding of their audiences closing all the data loops. Beyond that, inventory on online videos have also opened up to programmatic buying and we can expect programmatic online video buying to increase from 15% of all programmatic buying to about 50%. Now, more than ever the need for a Data Management Platform is crucial.
  7. 7. 7 Premium mobility Advertisers have been pushing for more integrated digital buys, previously hindered by the lack inventory in mobile. This will change in the next year as premium inventory is now increasingly becoming available. Premium inventory on mobile becomes available Whilst the challenge of tracking mobile ads will not disappear in the next 12-18 months, advertisers can look forward to better means with engaging with their consumers on mobile and should take advantage of that. As consumers spend more and more time on mobiles, advertisers and media vendors are getting on board and providing better mobile inventory
  8. 8. eCommerce sites have now built up a loyal and consistent base—all who bypass other digital assets to go directly to their sites. eCommerce traffic is far less reliant on search, only an approximate 22% of traffic to eCommerce sites are referred to from search vs. 41% of traffic on Social Network Sites. In fact, eCommerce sites are becoming a force of their own in delivering traffic. Advertisers need to think about how and where they place tactical and promotional messages if consumers are now bypassing more traditional consumer channels to purchase their goods. Closed CommerceeCommerce channels become their own ecosystem Source: Alexa, CNRS 2014 , http://wenku.baidu.com/link?url=pGfGpkYh3Wo9cKt aPTN7ALsuhxouB2Q4h5vkG_eN2vQvVw3TLRKmB3vY mh-9K4Ux- Yjmg1TZwu71hOZf6lNhgXKnX2bkfKH7UZabXWBgf_u What has not been said about the rise of eCommerce in China? Tao Bao is a top referrer to other websites, contributing to an average of 3.9% of traffic referrals to China’s top 5 websites. Other eCommerce websites 41.8% The sheer scale of online shopping means that eCommerce websites have become an ecosystem of their own. Of Chinese citizens have shopped online the past year.
  9. 9. 9 Search -to-orderSearch goes beyond keywords Search is a key element of any brand’s always-on strategy. For the past few years now, search engines have tried to move beyond just selling links and keywords, this year they take it up a notch. Advertisers need to embrace the new search, and build plans to engage with their audiences on search sites via Brandzone, develop custom content based on search analysis and ensure their SEO/SEM strategies become even more personalized. With new search players in the market—QiHoo (360) increased their market share 10% in the past year and New Sogou makes up 15.1% of search—the competition in search will only mean better options for advertisers. Already search engines are selling more innovative formats. Better yet, advertisers and search marketers are using search data to create custom content on landing pages and messaging on search pages. All this means search will take relevancy to the next level.
  10. 10. 10 Monetize meSocial focuses on quality not quantity of users Social has long since past its infantile stage. Advertisers have moved beyond just the acquisition of fans and now are focusing on getting a ROI from the millions of followers they’ve worked so hard to engage. Advertisers need to be even smarter about the way they do social: • Using data to analyse their fans to understand which personas are mostly likely to purchase • Understanding motivations and how fans want to interact with brands • Ensuring content that drive sales • Ensuring eCommerce abilities are up to scratch. As eCommerce grows and the links between digital activity and purchase become closer, brands are looking to prove that social does indeed drive business. With WeChat releasing advertising on WeChat moments, the link from social advertising to sales can finally be realized. Advertisers can finally directly measure the impact of social advertising on sales .
  11. 11. Social Singularity 11 Social leads the way in creating single user data In January, WeChat finally opened up advertising for WeChat moments to advertisers. Advertisers need to think holistically about how they use WeChat, using it as a means to track consumers across all touch points and creating messaging targeted to specific consumer behavior. Beyond the ability to advertise to WeChat users what is more exciting is that the ubiquity of WeChat means that advertisers will have the ability to track users almost everywhere. Because users log on to WeChat across all their devices this also means that brands will be able to have a single users view across devices. The prospect is enticing: being able to link interactions via scanning QR codes from events to in store, to magazines or even other sites, driving them to advertising on WeChat moments, and finally to the WeChat store. More than ever advertisers will have a clear idea of offline-online interactions. This data might not come cheap though, WeChat is asking for RMB5 million a day for promoting posts on the social chat platform. Still in its infancy, this new development from WeChat has the potential to disrupt how we plan.
  12. 12. OMD Copyright 2015 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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