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OMD Chine Launches Video Report - DIVE VIDEO

Shanghai, August 20, 2015– OMD China, the leading marketing communications and  media  investment  solutions  specialist,  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  pioneering  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  500million  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.

1.    People discover OTV content outside of OTV platforms. Internet search (41%) and WOM (37%) are the top sources for people to discover new content. 
2.   OTV watching is habitual: 69% of OTV viewers already know what they want to watch and 41% 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%  vs  8%),  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.”

About OMD

OMD Worldwide (www.omd.com) is a leading global media communications agency, with more than 8,000 employees across 100 countries serving the world’s high-profile brands. OMD provides a range of services globally including communications strategy, media planning and buying, digital execution, content creation, entertainment marketing, sponsorship and brand analytics. OMD is recognized for its global footprint, strategic integration and creative innovation. It has been acknowledged as Most Creative Media Agency by The Gunn Report for an unprecedented seven consecutive times; Adweek Global Media Agency of the Year for 2008, 2009 and 2011; and 2002, 2005, 2009 and 2011 Media Agency of the Year by Advertising Age. 

OMD Worldwide is a unit of Omnicom Media Group, the media services division of Omnicom Group Inc. (NYSE: OMC).

OMD China (www.omd.com/china), a leading marketing communications specialist delivering business-oriented media investment solutions has been driving momentum within the industry over the past three years in China. Operating in Shanghai, Beijing and Guangzhou, OMD has more than 800 trained media specialists who embrace a client-centric vision and solution-driven approach. The OMD team is committed to building sustainable competitive advantage for clients in this complex and rapidly evolving market. OMD consistently demonstrates best-in-class financial practices, is 100% audit proven and has a 100% client retention rate. OMD continues to raise the bar in terms of industry thought leadership and achievements and is the recent recipient of 2013 Cannes Lions Awards, 2013 ROI China Awards, 2013 Spikes Asia Awards and 2013 China Advertising Great Wall Awards.

About Omnicom Media Group

Omnicom Media Group is the media services division of Omnicom Group, Inc. (NYSE: OMC). Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

Omnicom Media Group is made up of several media specialist companies. Among them is OMD Worldwide (http://www.omd.com), the largest and most innovative media communications specialists in the world, and PHD Network (www.phdnetwork.com), a leading media services company widely recognized for its pioneering and innovative work for clients.

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