More than 25% of online video ad audience
So far, advertising revenue is still the major television stations, video sites and other video media, one of the most important sources of revenue. With the rapid development of new media forms such as network video and outdoor video, TV media are feeling the pressure from competitors.
Since 2010, the size of the online video advertising market has grown year after year, reaching 15.2 billion yuan in 2014, up 55.1% year-on-year, according to Aerre Consulting.
As the most mature and widely audience-based media form in the big video industry, TV media is facing many challenges while grasping its competitive advantage.
From the perspective of the audience of the three main video ads, TV, network video and outdoor video, the changes of the three video ads in different commodity areas and segments of the population in 2012-2014 show the following characteristics.
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Both online video and outdoor video advertising have a higher audience25%
Data from basic research on CSM key cities from 2012 to 2014 are availableIn 2012-2014, the proportion of audiences exposed to television, online and outdoor video declined for three consecutive years, from 92.0% in 2012 to 85.9% in 2014, a decrease of 6.1 percentage points.(audience ratio: A percentage of all respondents to the video media ad audience.) )
The proportion of online video advertising audience and outdoor video advertising audience increased by varying degrees.
Among them, the proportion of online video advertising audience increased from 20.3% in 2012 to 25.6% in 2014, an increase of 5.3 percentage points, while the proportion of outdoor video advertising audience increased slightly from 23.7% to 25.2%.
In key cities in 2014, television advertising remained the most important form of video advertising reached by audiences, while the proportion of audiences exposed to online video advertising and outdoor video advertising increased for three consecutive years, but the proportion remained low.
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Specifically, among all respondents who had been exposed to food and beverage advertising, the proportion of people who received television advertising gradually declined from 78.5 per cent in 2012 to 75.2 per cent in 2014.
In the homewares sector, the proportion of TV advertising audiences was 66.7 per cent in 2012, falling to 64.2 per cent in 2014.
In the contact situation of medical and health products advertising, the proportion of audiences learned through television advertising also showed a continuous decline, from 66.0% to 62.9%.
In the field of electronic digital products, the proportion of TV advertising audience has fluctuated over the past three years, from 61.7% in 2012 to 56.5% in 2014.
In 2012, 51.7 percent of respondents had access to advertising for communications services through television advertising, down from 45.3 percent in 2014.
In financial/investment/insurance product advertising, the audience for television advertising declined less, by only 0.5 percentage points over three years.
In the traffic car products advertising information contact, the audience proportion of television advertising also changed less, in three years only 1.1 percentage points.
In the real estate sector, television advertising audiences fell the most of all categories, from 41.5 per cent in 2012 to 32.8 per cent in 2014, a decrease of 8.7 percentage points.
In agricultural product advertising, television advertising audience also fell significantly, from 56.3 per cent to 49.0 per cent.
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In 2012-2014, the proportion of audiences reaching different types of commercials through online video advertising was more complex.
Over the past three years, the audience ratio of multiple categories has shown a "up and down" trend, but compared with the 2012 and 2014 data, the proportion of online video advertising audience of more than half of the product types has increased.
Specifically, in the acquisition of food and beverage ads, the proportion of audiences for online video ads has increased year after year, from 7.5 percent in 2012 to 10.2 percent in 2014.
The proportion of audiences exposed to medical and health care products through online video advertising was stable, between 7% and 8% in three years.
In the field of home electronic digital products, the audience share of online video advertising fluctuated from 11.1% in 2012 to 13.2% in 2013 and then to 11.0% in 2014.
The proportion of network video advertising audience for communication service products has changed slightly, by no more than 0.3 percentage points in three years.
In the financial/investment/insurance commodities sector, the proportion of online video advertising audiences was 11.5% in 2014, up 0.9 percentage points from 2012.
In 2014, the proportion of online video advertising audience for transportation automotive products reached 12.4%, up 5.3 percentage points from 2012, the largest increase in three years.
In the exposure of real estate products advertising, the proportion of audiences learned through online video advertising fluctuated to some extent, from 4.1% in 2012 to 7.3% in 2013 and then to 4.8% in 2014.
The proportion of respondents who accessed agricultural commodity information through online video advertising showed negative growth, with 2.3% in 2014 down 1.2 percentage points from 2012.
Compared with TV advertising, the audience proportion of online video ads fluctuated in the past three years, with many types of highs appearing in 2013, but compared with 2012 data, the audience ratio in 2014 is still rising among multi-type products.
At the numerical level of audience ratio, network video advertising still has a big gap with TV advertising in all kinds of commodity fields.
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The audience for outdoor video ads has declined among multiple types of products
In food and beverage advertising, the proportion of audiences exposed to advertising through outdoor video media increased year after year, from 14.0% in 2012 to 15.2% in 2014.
In the homewares sector, the audience share of outdoor video advertising has fluctuated somewhat over the past three years, rising from 13.7 per cent in 2012 to 15.4 per cent in 2013 and falling back to 14.5 per cent in 2014.
The proportion of audiences exposed to healthcare ads through outdoor video has declined over the past three years, to 10.6 percent in 2014.
Also declining were home electronic digital products, which had an audience ratio of 12.4% in 2014, down 1 percentage point from 2012.
In the communications services category, the proportion of audiences learned through outdoor video advertising fell from 14.1% in 2012 to 11.8% in 2014.
Among financial/investment/insurance products, the audience share remained stable at 13.6% in 2012 and 2013, down 1.8 percentage points from 2014.
In the transportation car category, outdoor video audiences have fallen by 2.3 percentage points over the past three years.
The proportion of audiences exposed to information about real estate products through outdoor video advertising has been gradually increasing, from 9.7 per cent in 2012 to 12.1 per cent in 2014.
In agricultural product advertising, the audience share of outdoor video advertising fluctuated significantly, from 14.5% in 2012 to 7.3% in 2013 and then rebounded to 10.7% in 2014, with an overall decline of 3.8 hundredpoints, the most obvious type of reduction in each category of goods.
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☺ The proportion of male online video advertising audience increased by 4.5%, and the proportion of young groups of TV advertising audience decreased significantly
In 2012-2014, the proportion of male respondents in television advertising decreased by 6.9 percentage points from 90.6 percent in 2012 to 83.7 percent in 2014;
Compared to female respondents, in 2012, the proportion of people exposed to television advertising was 93.6%, slightly higher than that of men, down 5.4 percentage points in three years;
Among respondents of all ages, 15-24-year-olds had the lowest proportion of TV advertising audiences and a clear downward trend, falling by 11.1 percentage points from 86.5 percent to 75.4 percent in three years, while online video advertising grew by 41.7 percent, ahead of other age groups.
Among 25-34 year olds, the audience share of TV ads has been above 80% for three years, but the downward trend is still obvious, down 7.7 percentage points;between %.
Among respondents aged 35-44, the audience share of TV advertising also showed a downward trend year by year, dropping by 5.4 percentage points in three years, while the proportion of audience for online video advertising increased year by year, from 18.4% in 2012 to 26.7% in 2014, an increase of 8.3 percentage points, while the audience share of outdoor video advertising was stable, at between 24% and 25%.
Among middle-aged respondents aged 45-54, the proportion of audiences for television advertising also declined to a certain extent, by 4.1 percentage points, while in online video advertising, the audience share increased significantly, from 7.5 per cent in 2012 to 12.6 per cent in 2014, and in terms of the audience for outdoor video advertising, there were 2.5 hundred in three yearspoint of growth.
Among respondents aged 55 and over, the proportion of tv advertising audience changed less, remaining at about 95%-96%, while the audience share of online video advertising was generally low, not exceeding 5% for three years, and the proportion of outdoor video advertising audience increased significantly, from 12.7% in 2012 to 15.7% in 2014.
✎ Network, outdoor video advertising audience ratio generally increased with the level of education
Among the respondents with different educational levels, the audience proportion of the three video advertising methods showed a significant difference.
Among those without formal education, the proportion of TV advertising audiences declined significantly, by 8.8 percentage points in three years, while online video advertising had a lower audience, at less than 1 per cent for three years, and outdoor video advertising had a lower audience, at 2.5 per cent in 2014.
Among respondents with primary education, the proportion of audience for television advertising decreased slightly, by 1.6 percentage points, while the audience for online video advertising in this age group was smaller, at less than 3% for three years, and the proportion of audience for outdoor video advertising showed some growth.
Among junior high school respondents, the proportion of TV ads in the audience fell from 94.7% in 2012 to 88.8% in 2014, while the proportion of audiences in online video ads and outdoor video ads increased to varying degrees, by 4.1 and 1.7 percentage points respectively in three years.
The proportion of high school-educated respondents who received television ads fell continuously, to 85.8 percent in 2014.
The proportion of audiences for online video ads has grown year after year, up 5.1 percentage points in three years, while the audience for outdoor video ads has stabilized at about 26%.
Among college-educated respondents, the proportion of tv advertising audience also showed a significant decline, from 88.7% in 2012 to 82.4% in 2014, while online video advertising in three years to win a larger share of the audience, the proportion increased by 5.3 percentage points to 41.6% in 2014, the highest among all educated people;
Among those with college education or above, the proportion of TV advertising audience decreased from 86.7% in 2012 to 81.5% in 2014, a decrease of 5.2 percentage points; In 2014, there was a slight decrease of 0.4 percentage points from 2012, but it remained above 40 percent, while outdoor video advertising failed to attract a larger percentage of highly educated viewers, which fell to 35.5 percent year-on-year over three years.
✦ Television advertising remains at more than 80% of audiences at different income levels
In 2012-2014, the proportion of TV ads in audiences of different income levels maintained a clear lead, the proportion of audiences remained above 80%, but over time, the proportion of tv advertising audiences among all income levels showed a downward trend.
In contrast, although the audience ratio of online video ads is low, up to no more than 40%, it is on the rise year by year, while the audience ratio of outdoor video ads has fluctuated over the past three years.
Specifically, among the respondents with monthly personal income of 600 yuan or less, the proportion of TV ads decreased by 9.2 percentage points in three years, while the proportion of audiences of online video ads increased from 16.8% to 25.1%, and the proportion of outdoor video ads fluctuated, eventually stabilizing at 18.0%.
In the audience of 601-1200 yuan per person per month, the proportion of audience of TV advertising also showed a decline, the proportion of audience of online video advertising rose, but never exceeded 10%, and the proportion of audience of outdoor video advertising fluctuated to 7.7%.
Among the audience with monthly personal income of 1201-1700 yuan, the proportion of TV advertising audience also decreased in three years, however, the proportion of people exposed to TV advertising in 2012 and 2014 was the highest among all income levels;
Among the individuals with monthly income of 1701-2600 yuan, the proportion of TV advertising audience also showed a downward trend, down 6.25 percentage points in three years;
The proportion of individuals with monthly income of 2601-3500 yuan who come into contact with TV ads has also decreased year by year, but the proportion of audiences for online video ads has not increased, and the proportion of audiences for outdoor video ads has decreased year by year.
Audiences with a monthly income of 3501-5000 yuan have declined in the proportion of audiences exposed to all three types of video media ads over a three-year period.
Among audiences with monthly personal income of 5001 yuan or more, the proportion of TV ads decreased by 5.5 percentage points in three years, while the proportion of people with online video ads rose by 5.3 percentage points to 39.8 percent in 2014, the highest among all income levels of online video advertising, and the proportion of outdoor video ads decreased by 2.3 percentage points.
★ Network video advertising audience of cadres/managers rises to 43%
In 2012-2014, the proportion of tv ads in respondents from different occupational backgrounds declined, the proportion of audiences for online video ads generally increased, and the proportion of audiences for outdoor video ads showed different states among different groups, but fluctuatedthe magnitude is small.
Over the past three years, the audience share of TV ads among cadres/managers has decreased by 4.4 percentage points, the audience share of online video advertising has increased by 3.4 percentage points to 43.0% in 2014, the highest among all occupational groups in this category, and the proportion of outdoor video ads has decreased slightly by 1.3 percentage points.
Among individual/private sector employees, the proportion of tv ads in the audience fell from 91.9 percent in 2012 to 85.1 percent in 2014;
The proportion of primary civil servants/employees exposed to television advertising has fallen by 7.2 percentage points in the past three years, while the proportion of people exposed to online video advertising has risen by 6.2 percentage points, and by 2014, outdoor video advertising had reached 37.7 per cent, the highest among people of all occupational backgrounds.
The proportion of workers' groups exposed to TELEVISION advertising has also decreased year by year, by 7.4 percentage points, while the proportion of audiences for online video advertising and outdoor video advertising has increased.
The proportion of student tv ads in the audience was the lowest among all occupational backgrounds, with the largest decline, from 86.9% in 2012 to 75.2% in 2014, a decrease of 11.7 percentage points, while the proportion of audiences for online video advertising and outdoor video advertising also showed a certain decline.
Among the unemployed, TV ads have the highest proportion of audiences, but they are also showing a downward trend;
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