Jenny Chan 陳詠欣
Aug 26, 2015

How Chinese consumers interact with online video advertising

SHANGHAI - New research takes a close look at how Chinese consumers interact with online video advertising, raising questions on "getting it right".

SHANGHAI - New research takes a close look at how Chinese consumers interact with online video advertising, raising questions on

The study shows an industry struggling with a wide range of problems including flawed frequency capping, repetition of bundled ad inventory, non-existent data to support cross-device pricing, and more.

In the 'Dive Video' study, OMD China, AdMaster and Mintel explored both watching behaviour and advertising effectiveness. It goes a step beyond other studies we've seen that mainly focus, at a rather superficial level, on time spent and penetration.

As video becomes...

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