Be the first to know. Get our weekly newsletter.

newsletter_popup Join 25,000 of your peers. Get our stories delivered to your e-mail inbox every week.
Edit Interests

Articles Selected for You

No unread stories
 
ViralBlog Logo
Close this box

Sign-up to get the content you like


Our readers can personalize ViralBlog in Zite alike ways, and schedule e-mail alerts to get the most relevant answers to their specific questions.

Choose your sign-up method:

Could not connect to Twitter. Refresh the page or try again later.

 

By signing-up you agree upon our terms and conditions

 
31/10/2011 by
3215 views

Why CMOs Should Worry About Video & China?

Although it’s one-way communication, television ran the show for about 60 years. Now online and social video are booming. But how big is the online video market in China? And what should worry CMOs and publishers about online video? Read our closing thought for Asia Week.

Why CMOs Should Worry About Video & China?

Why do we focus at China and video? Well, simply because a few remarkable things happened recently. Things that made us even more curious. Things that we had to dive into.

Stick around to get the insights…


Remarkable event #1, I need to explain to you.

6 Weeks ago we seeded some videos across the globe. China was one of the target markets. Based on the videolytics and social metrics ViralTracker showed us, we detected a large number of views at 5 Chinese video portals that allow UGC.


ViralTracker
measures videos across millions of blogs, social sites, YouTube and over 500 other video sharing portals. So its dashboard provides much broader insights than i.e. YouTube analytics. Why? Well, simply because there is more to explore than YouTube, when it comes to online video.

We marked those 5 video portals red for you in below graph.

A deeper dive shows that China’s online video market is really maturing. The China online video market total reached 1.48 billion Yuan revenues in Q2 2011, which equals about $230 Million.

So it’s safe to assume that online video spend in 2011 in China will be somewhere around $900 Million to $ 1 Billion in 2011.

But how is this spend divided per industry? That data you can find in below graph: Top China Online Video Advertisers by Category in Q2 2011.

Global display and online video spend will be $200 Billion by 2020, Google’s Eric Schmidt recently stated. We will try to find out how much China’s display + video spend is in 2011, so you will be able to compare China to the rest of the world.

Remarkable event #2, will need some explanation as well.

In August 2011 Tudou, one of China’s leading video portals launched a new online video advertising format called AdSelector with VivaKi, the digital media operations of the worldwide Publicis Groupe.

For AdSelector, see the visual below.

AdSelector allows users to select their preferred video advertising before watching a program. Since including pre-roll, a small trailer of advertising, has become the standard and the most popular video ad format globally, Tudou has worked closely with VivaKi to enhance the experience and introduce this innovate format by giving users more choices.

The AdSelector format had been tested in the US market and is already applied by Hulu. As an expanding initiative, Publicis is introducing the new format and collaborating with top media partners in selected markets to test and collect more case studies.

Top tier brands such as GE, Lancôme, General Mills, Dettol and Veet joined the AdSelector roll-out on Tudou.com.

Warning, warning, warning:
I do applaud Tudou’s AdSelector. But to leading video portals like Tudou, YouTube and Hulu – and especially too many CMOs – I would like to state: please be extremely careful with serving too many intrusive pre-roll video commercials!! Why?

I know, TV advertising has poisoned us for over 60 years with it’s by nature interruptive, distracting, selfish and one-way mind-jacking. But the internet is not TV!

Just like social media and social networks demand a different approach and DNA from CMOs. In a social environment brands need to brag less about themselves. Maybe they should even think about digital branding in a whole different way than TV?!

Maybe, just maybe around the video is a great idea for branding too? It’s certainly less intrusive than pre-rolls only. And much more targeted due to the fact that the videos are shown based on a search query (tags / keywords) initiated by the consumer!

Think about that, same powerful video targeting and pull effect as Google Ad Words. Great for branding, or should I use a name you know from TV? Non spot or online video bill boarding? That might sound more familiar?

Yes I’m talking about: around the video (branded skins) every now and then. So YouTube, Hulu and Tudou, if you are reading this: there is more to explore than pre-rolls. Connect to us if you feel you should load balance the intrusiveness on your platforms. But only if you can think long term…

So to CMOs that are considering to buy Facebook likes, bribe bloggers or to launch another flight of intrusive pre-roll video commercials – think again! Is this your best possible way to build great brand experiences?!

Think about what is expected in online and social environments. Pls do that before you start firing away another flight. Try to think about the internet and the rules of engagement here.

Also try to keep your eyez on the prize: If your brand is your most valauble asset, could you think long term too? As CSO, I do believe that average people only talk about details and small things. Average people walk with their head down; they do not see the bigger picture.

I do believe that open minded and great people, tend to talk about great ideas. So I do expect great CMOs to walk with their head up, so they will keep seeing the bigger picture.

And that they will be able to look beyond “flights” and campaigns. CMOs need to see long term programs and strategic long term brand programming. And lately, I have been in to many narrow minded marketing and media meetings.

So my advice as CSO to leading CMOs would be: If you really like to build your brand into a love brand, remember this post, and this phrase: It takes an architect to vision and build cathedrals, everything else is just bricks in a wall…

Source: China Internet Watch and ViralTracker.