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A Point of View on Chinese Media • The dynamics of Chinese TV are unique
– TV is foundational but can be expensive
• Digital is important, fragmented and developing– Overinvest and focus– Develop a social media strategy
• Mobile has great promise, and is important– Don’t waste your effort getting good at the wrong thing
Chinese TV Can Demand High Prices…
U.S.30 sec: $3.5M
CHINA10 sec: $8M
Source: http://media.people.com.cn/GB/40724/17270734.html
Demand for TV is Rising as Local Giants Rise
2007 2008 2009 2010 2011
OLAY OLAY L'OREAL OLAY L'OREAL
SANCHINE PHARM KFC OLAY L'OREAL OLAY
KFC SANCHINE PHARM KFC KFC KFC
GAI ZHONG GAI L'OREAL SANCHINE PHARM WAHAHA WAHAHA
COLGATE GAI ZHONG GAI WAHAHA YILI YILI
CREST COLGATE MASTER KONG MASTER KONG MASTER KONG
HUANGJINDADANG WAHAHA BISHENGYUAN BISHENGYUAN DALI FOODSTUFF
REJOICE CREST DALI FOODSTUFF SANCHINE PHARM SANCHINE PHARM
WAHAHA HUANGJINDADANG CHINA MOBILE CREST PANTENE
HUTONG PHARM CHINA MOBILE JIANGZHONG PHARM
JIANGZHONG PHARM BISHENGYUAN
Source: Nielsen CCData China AIS service, Brand Level, TV Only
Chinese Regulators Have a Consistent Philosophy on the Role of TV• Channels should not rank programs solely by ratings
• Programming should serve the public good: entertainment shows on satellite channels should be limited
• No commercials in TV drama series
China’s Online Ad Market Has Room to GrowOnline ad spend growth rate and % of total media 2010-2015e
Source: Zenith Optimedia, eMarketer
Simultaneous TV, Online and Mobile Usage Increasing
What screens are consumers using while watching TV? Shanghai, China, Q3 2011
Source: Nielsen China Shanghai 3-screen Panel, 2011, Q3
Adults Driving Simultaneous Usage
What screens are people using while watching TV?
Source: Nielsen China Shanghai 3-screen Panel, 2011, Q3
Age Group
Simultaneous Tablet and TV Usage% of consumers that are using tablet while watching TV several times a day, Q4 2011
Source: Nielsen Wire: Double Vision – Global Trends in Tablet and Smartphone Use while Watching TV
Chinese Consumers are Also ‘Simultaneously’ Working and PlayingOnline viewing for personal entertainment during working hours
Source: Nielsen China Shanghai 3-screen Panel, 2011, Q3
Yes70%
No30%
Cross-Media Ads Work Best
% TV brand and message recall: TV ad performance
Source: Nielsen US Brandeffect
0
2
4
6
8
10
12
14
12AM 1AM 2AM 3AM 4AM 5AM 6AM 7AM 8AM 9AM 10AM 11AM 12PM 1PM 2PM 3PM 4PM 5PM 6PM 7PM 8PM 9PM 10PM 11PM
Handsets are Woven into Consumers’ Lives
Source: Nielsen US Smartphone Metered Panel
An Android user’s time spent engaged with handsetUS, Android, July 20, 2011
Min
utes
Gaming
Productivity Apps
GamingSocial Media
Web Gaming
Mobile Has Many Potential Advantages
Comparison Index of Advertising Characteristics by Media
Source: Chetan Sharma
Nielsen Point of View: TV
• TV will remain the foundation for reaching many consumers and “storytelling”
• A limited supply of TV ad inventory will face increasing demand, creating price pressure
• Companies that buy TV smarter will have an advantage
Nielsen Point of View: Digital
• Digital can be a high efficiency vehicle, but is complex
• Digital usually works best when combined with offline campaigns
• Pick one thing to be “best in class” and make sure you are social
Nielsen Point of View: Mobile
• Mobile advertising has some inherent advantages
• Smartphones will become the center of the ‘social’ recommendation and the transaction
• Develop a mobile strategy within this framework
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