Advertising Receptivity in China

Creating Impactful Digital Ads

Rajshekhar Mylavarapu
Digital Director, Shanghai
Millward Brown

According to Millward Brown’s latest AdReaction study, multiscreen users in China are among the world leaders when it comes to watching video content across devices, especially on digital channels. Chinese multiscreen consumers aged between 16 to 45 years old watch 4 hours and 3 minutes of video content on a daily basis – almost 40 minutes more than the global average. It also shows that the receptiveness of Chinese consumers toward video ads on their smartphones (9 percent) is one of the lowest across the world (19 percent). The challenge for marketers in China is that consumers like watching video on their digital devices but are resistant to video ads.

A recent Millward Brown study in China showed only 50 percent of ads successfully transferred from TV to online. One of the main reasons for this is context. The consumer’s mindset while consuming TV and online content is completely different; digital devices (Lean forward) operate in a different audience context from TV (Lean back).

The online ecosystem has issued a challenge to marketers to adapt their creative to a new environment where there is a significant variation in advertising receptivity across formats. How do we optimize video ads for digital devices to engage consumers, and avoid being skipped across screens? Here are some essential considerations:

  • Prioritize eye-catching visuals to enhance stopping power; strong images and eye-catching color can help here
  • Be distinctive; breaking category codes can help achieve stand out in a digital environment
  • Brand needs to come in early, clearly and consistently to have a stronger impact in the cluttered online environment
  • Build stronger emotional resonance to get close to consumers and build positive receptiveness to ads