Digital Video Advertising in China
Digital video advertising has the ability to connect and communicate ability has attracted more and more attention to the marketing personnel. As more and more consumers to abandon the traditional media and the choice of video to satisfy the exploration, living and entertainment needs, using video to enhance the brand image has become almost a must for marketers. Bi intelligence report shows that video advertising channels in continuous expansion, covering continuous increase in the number and average click through rate (1.84%) rising background, 2016 American digital video advertising revenue will reach $50 billion. According to the data display, by 2015 China's online video mobile terminal advertising market scale is 98 billion yuan, 2016 is expected to exceed 175 billion yuan.
Emarketer survey also showed that digital advertising in 2013, a significant increase in the cost of total advertising expenditures in the video, banner, rich media, sponsors has exceeded the search advertising spending. Users are more and more like visualization and various forms of advertising, time is short, with goals and easy click advertising is more popular, and users will be with fast speed of filtering off those unable to attract their own advertising. GroupM data display, FMCG companies to spend more and more money on the digital media, in 2015 FMCG industry digital channels accounted for, video platform to 40% become the biggest advertising channels, exceeding 30% of the display advertising.
Among them, video advertising creates a fusion of user demand and content form of advertising. It is based on user data, can provide a visual platform not only to meet the high-speed conversion but also can quickly transfer brand information. The video ads, continuously enhance brand visibility and attention, and constantly improve the conversion rate and the retention rate is still the core purpose. The various platform of video advertising, the advertising message can better reach customers, enhance the user's participation. Digital advertising through the channels and equipment connections, greatly improving the brand and the purchase of the transformation between the contradictions.
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