OMD China has launched Dive Video, a quantitative research study that explores both consumer video watching behavior and video advertising effectiveness. OMD appointed AdMaster and Mintel as research partners for this study. In this study, OMD went beyond just analyzing time spent and penetration to deep dive into how consumers decide on online video content they watch, why they choose the platforms they do and how they interact with online video advertising.
“Video in China is the world’s largest market boasting of over 500 million viewers. The exponential growth of users and advertising spending has created many new challenges in the realm of video advertising. Dive Video will unravel all of the mysteries in the industry, clarifying the best way to use video for advertisers, online video websites and agencies. Dive Video provides the roadmap for both those who are producing and promoting content as well as those advertising across different devices,” said Bhasker Jaiswal, Managing Partner of Business Intelligence, OMD China. “Dive Video is path-breaking research which covers consumers, advertisings, sites as well as devices,” he added.
Netizens now spend 80 minutes per day watching online video, making it a crucial form of media that marketers have to engage with to reach their audience. Discussion about OTV however has been focused on increasing advertising budget on video, but few have touched upon the challenges of how to do online video right. This study reveals new insights about the OTV consumer journey and their reactions to video advertising. By surveying consumer OTV watching behavior across tiers 1-4, and tracking their exposure to advertising, OMD was able to map out the path to achieve higher ROI and efficiency on OTV advertising.
Key highlights of the report
1. People discover OTV content outside of OTV platforms. Internet search (41 per cent) and WOM (37 per cent) are the top sources for people to discover new content.
2. OTV watching is habitual: 69 per cent of OTV viewers already know what they want to watch and 41 per cent consistently use their favorite video platform.
3. Content is not where OTV players differentiate themselves. Among top 5 reasons to choose the OTV platform, only one relates to content on the platform, with the rest concerning user experience. With big OTV players competing for the hottest content in the market, niche players will need to rely more heavily on self-produced content to attract a loyal audience.
4. Device truly matters for OTV advertising. Mobile ads outperform PC ads in driving purchase intent (13 per cent versus 8 per cent), whereas PC ads still reign for driving awareness. Audiences also react differently to ads on different devices. Female react better to mobile ads while older audiences are more heavily influenced by PC ads.
5. Sometimes less is more: frequency capping and short ads achieve higher recall. Brand recall is best at a frequency below 5+, and product recall at a frequency of 5-10+. Short video ads (15’s) outperform longer versions (30’s) across all brand metrics including ad recall, product recall, brand recall, and purchase intention.
Arlene Ang, CEO OMD China commented, “Dive Video will help advertisers tackle the challenges in video advertising by bringing clarity on what drives OTV viewership and how advertisers should invest in OTV to achieve media and business objectives.” She continued, “OMD’s focus to deliver business results to our clients is what drives us to continually innovate to offer smart media investment thought leadership. We see ourselves as a business partner that provides smart data solutions that drive business results.”