DATA: How important is online video for marketers in China?
Nike’s “Fuel for Dreams” campaign and Johnnie Walker’s “Yulu Project” demonstrate that online video is an extremely compelling channel to engage Chinese consumers, especially the young adult demographic. According to the 2011 Chinese Market and Media Survey (CMMS), individuals between the ages of 15 and 34 spend an average of 2.06 hours watching online video every day. Recent data from iResearch suggests online video market size will grow from 6.27 billion yuan in 2011 to as much as 22.5 billion yuan by 2014 – this same figure increased by nearly 100% YOY from 2010 to 2011.
The China Observer View
Marketers seeking to reach the teen to young adult demographic in China should seriously consider incorporating online video on websites like Youku, Sina, Tudou and iQIYI. Online video is gaining popularity at a rapid pace, and will only continue to grow in importance for marketers in the years to come.
*Pepsi recently ran a successful ‘Bring Happiness Home’ campaign for Chinese New Year attracting over 100 million views within two weeks becoming China’s No. 1 online video (see below):