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How to advertise in China online video market.Among those video sites, what are the commons? How copyright battle is going to affectthe content, therefore the video sites?
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Advertising Advantages
Present by
2012.5
Online Video Alliance
When talking about online video
sites, what are the names
popping into your head?
Online video alliance
Tier 1
Tier 2
Tier 3
How marketers normally
choose online video sites?
Impression
Ranking
38%
15%
Media
Relations
22%
10%15%
The experience of
a media planner
Price
5 Key factors
Data Source: hdtMEDIA Agency Survey
Media Attributes
& Ad formats
(targeting)
The problems
Cross Site
Frequency Control
Impression
On Target
Investment
Cost Efficiency
We can happily tell you
that we have a solution to
these through our OVA
It is Content that keeps people go
visiting online video site frequently
That is why the copy right price for online
video content has increased like hell
2010
2011
x8
Copyright
Youku & Tudou has merged early this year
Qiyi, Sohu video & QQ video has formed
Video Content Corporation
VS
Online
Video
From exclusive content to content share
Copyright price has decreased
50% compare to end of year
2011
The battle
Online video
content structure
For now and the near future
Domestic/Asian
Content
UGC
Website
produced
content
European/US
content
Website
produced
content
Exclusive
Content
Exclusive
Content
Tier 2 video sites
Tier 1 video sites
Tier 3 video sites
Website produced content
People are loyal to content,
not media
75% people visit more than
one online video site to get
content
67% people often use
search to find video
content
Data Source: hdtMEDIA Survey
Data Source: hdtMEDIA Survey
Large video site can cover more than 50%
of the online viewers. In another words,
they fail to reach the rest 40%+
Among ?% of those people
are actually your Target
Audience
Advertising not only about impressions,
but about people
Big video sites Right people
Right Content Right people
We reach your TA through all video sites
OVA
Purchase Through Content
Targeting through content, all video websites coverage
Guaranteed inventory
Frequency Control (JS code)
Low Cost Per TA
OVA
Content Target PeopleOur
Abilities
Ad format – 15’/30’ pre-roll
Price
CPM 54CPM 90
Rate Card Net Cost
60%
We Look forward to hearing from you!
hdtMEDIA
2012.5
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