Page 11 - index
P. 11
RESEARCH, ANALYSIS & TRENDS
“More of TV ad spending
should flow to the internet,
mostly to digital video. Dig-
ital video companies in
China have as much quali-
ty content as TV channels
have, and will probably
have more than TV in the
future.”
In research released in
August 2014, iResearch
Consulting Group forecast
that marketers in China
would spend RMB5.32
billion ($865.6 million) on
mobile video ads in 2015—
nearly one-third of the
source’s projected ex-
penditure for digital video.
By 2017, mobile spending
will reach nearly half of the
digital video ad spending
total.
The CPM for mobile devic-
es is currently higher than
it is for PCs. However, ad
inventory on internet sites
is scant, and the CPM for
mobile video platforms is
expected to decrease in
the future. Minghui pointed
out: “The video ads on mo-
bile devices can be more
engaging than those on
PCs. A PC is a multitask-
ing system, and consum-
ers often have multiple
windows open. Whenever
they see a video ad, they
can leave it there and
quickly switch to do some-
thing else. It’s less likely
that viewers skip the video
on mobile devices.”
For marketers, high mobile
video usage gives
“opportunities to target
consumers when they are
on the go,” said Shann
Biglione, head of strategy
at ZenithOptimedia China.
“The challenge for crea-
tives is to explore new
forms of mobile video ads.”
◊
Source: eMarketer
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
“More of TV ad spending
should flow to the internet,
mostly to digital video. Dig-
ital video companies in
China have as much quali-
ty content as TV channels
have, and will probably
have more than TV in the
future.”
In research released in
August 2014, iResearch
Consulting Group forecast
that marketers in China
would spend RMB5.32
billion ($865.6 million) on
mobile video ads in 2015—
nearly one-third of the
source’s projected ex-
penditure for digital video.
By 2017, mobile spending
will reach nearly half of the
digital video ad spending
total.
The CPM for mobile devic-
es is currently higher than
it is for PCs. However, ad
inventory on internet sites
is scant, and the CPM for
mobile video platforms is
expected to decrease in
the future. Minghui pointed
out: “The video ads on mo-
bile devices can be more
engaging than those on
PCs. A PC is a multitask-
ing system, and consum-
ers often have multiple
windows open. Whenever
they see a video ad, they
can leave it there and
quickly switch to do some-
thing else. It’s less likely
that viewers skip the video
on mobile devices.”
For marketers, high mobile
video usage gives
“opportunities to target
consumers when they are
on the go,” said Shann
Biglione, head of strategy
at ZenithOptimedia China.
“The challenge for crea-
tives is to explore new
forms of mobile video ads.”
◊
Source: eMarketer
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
