Marketing in China: Advertisers Can Find Hypertargeted Opportunities in SVOD - eMarketer
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eMarketer Interview

Marketing in China: Advertisers Can Find Hypertargeted Opportunities in SVOD

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An interview with

Humphrey Ho

Managing Director, Hylink USA

Topics: VideoMediaAdvertising

Interview summary

China’s digital landscape has progressed to the point where it is not dominated by advertising and consumers are willing to pay for video content. eMarketer’s Man-Chung Cheung spoke with Humphrey Ho, managing director of digital agency Hylink’s US office, about why digital users developed this behavior, and the opportunity it opens up for advertisers.

Interview

eMarketer : What led consumers in China to become willing to pay for digital content such as video, music and games?

Humphrey Ho : First, they want to skip ads. Ads have become longer. For instance, long-form video content has 120 to 180 seconds of video ads. Second, it’s cheap. For comparison, YouTube Red costs $9.99 per month, whereas iQiyi VIP or Youku VIP only costs $2.00 per month. Third, it’s downloadable. Many consumers don’t watch content live. Instead, they download an entire series, allowing them to watch it whenever they’d like. Downloading requires a subscription.