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Presents Dive Video
Presents
Dive Video
2 2
3
Netizens spend 80 minutes a day watching online video 67% of all internet users watch online video
Source: iMediaMatrix, CNNIC
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
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
The question is no longer should we use online video, but how do we do it better?
6
There are many challenges to buying online video better
• There is no data:
• No Tracking
• No tracking comeptitiros and no postbuy
• Even when there is people are not aware
• At market level, vendors not pricing differently- not sure how to price
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
In fact, combined reach data is already available
8 Data Source: AdMaster
Navigating the grey areas
9
MARKETS
DEVICE
DURATION FREQUENCY
BRAND KPIS
SITES TRACKING BRANDS
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.
2 PC+SMARTPHONE
3 PC ONLY
9 ON ALL DEVICES
14 CAMPAIGNS
13 BRANDS
The scope
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4 OS
19 SCREENSIZES
How we did it
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2 SURVEY
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.
1 TRACK
DEVICE MATTERS
13
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
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
MORE ISN’T ALWAYS BEST
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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
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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
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
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
THE DIFFERENCES MATTER
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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
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
The strength of mobile ads is consistent across tiers
24
27%
21%
25% 24%
29%
24%
36%
25%
0%
5%
10%
15%
20%
25%
30%
35%
40%
T1 T2 T3 T4
AD RECALL
PC Mobile
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
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
But PC reigns for Ad Awareness
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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
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
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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
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
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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.
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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.
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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.
Diving Deeper: Dive Video Part 2 A look into online video user journeys and attitudes JULY 2015
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CONTACT US
Jeanette Phang
[email protected] DIRECTOR- BUSINESS INTELLIGENCE
Bhasker Jaiswal
[email protected] MANAGING PARTNER - BUSINESS
INTELLIGENCE
Alessandro Pang
[email protected] DIRECTOR- BUSINESS INTELLIGENCE
