Looking to Reach Affluents in Asia-Pacific? Try Digital Video Advertising - eMarketer

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Looking to Reach Affluents in Asia-Pacific? Try Digital Video Advertising

Wealthy internet users flock to video sites like YouTube

November 14, 2016

Asia-Pacific's affluent consumers are becoming a key target for marketers, particularly as companies in the region look to boost awareness and spending on luxury goods and services. According to a new study of the media habits of the region's affluent buyers, marketers would be wise to consider digital video advertising for their next campaign.

Digital Activities Conducted by Affluents* in Asia-Pacific, by Gender, Q2 2016 (% of respondents in each group)

A June 2016 examination by Ipsos of the media habits of top-earning consumers in the region found widespread digital video consumption among that cohort. More than 62% of affluent men and women polled in 10 markets in the region said they had watched video clips on a video sharing site like YouTube, the second highest media-related activity after social networking.

An affinity for digital video in Asia-Pacific isn’t news per se. A November 2015 Nielsen study of internet users ages 16 and older in the region found 75% or more of respondents in Malaysia, Thailand, Indonesia, the Philippines, India and Vietnam watched digital video on a weekly basis. Even though Nielsen’s study didn’t reveal anything about consumption habits based on income, it does point out the degree to which digital video has been embraced by consumers throughout the region.

Internet Users in Select Countries in Asia-Pacific Who View Digital Video Weekly, Nov 2015 (% of respondents)

One key takeaway for advertisers hoping to target Asia-Pacific’s affluent consumers via digital video advertising is that the format appears to be more effective when used in conjunction with other ad mediums like live television. In the Ipsos study, for instance, 42% of affluent consumers said they watched only live TV, while 63% said they viewed content from video-sharing sites. However, those who said they watched some combination of both was 71%, pointing to a potential boost in reach by adding digital video to the ad mix.

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