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Chinese discover OTV content outside of OTV platforms: OMD study

People in China 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, a new study by OMD China, Dive Video, has highlighted.

Chinese spend around 80 minutes per day watching online video, the report finds. This makes it a crucial form of media that marketers have to engage with to reach their audience.

“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,” said Bhasker Jaiswal, Managing Partner of Business Intelligence, OMD China.

The report suggests that OTV watching is habitual as 69 per cent of OTV viewers already know what they want to watch and 41 per cent consistently use their favourite video platform.

Content is not what drives the differentiation between OTV players. It is only one of the top 5 reasons to choose the OTV platform while other reasons are more concerned with user experience. The report’s finding suggest that as big OTV players compete for the hottest content in the market, niche players will need to rely more heavily on self-produced content to attract a loyal audience.

In terms of OTV advertising, device plays an important role as mobile ads outperform PC ads in driving purchase intent (13 per cent vs 8 per cent), whereas PC ads still reign for driving awareness. Audiences also react differently to ads on different devices, the report found. Women react better to mobile ads while older audiences are more heavily influenced by PC ads.

According to the report, 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.

Commenting on the findings of the report, Arlene Ang, CEO OMD China said, “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.”

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.