Standardising Touchpoint Analysis: A cross media neuroscience study from China with real world investment tracking

This paper examines how marketers can make the best use of digital media in China with a comparison between traditional television and online video advertising.

Standardising Touchpoint Analysis: A cross media neuroscience study from China with real world investment tracking

Ruihong TangBrain Intelligence Neuro-ConsultancyCaroline JiVivaKi

Introduction: How industry trends have necessitated the standardisation of touchpoint analysis to achieve effective comparison across media

The importance of comparing traditional TV and online video (OLV)

A growing number of China's media consumers are shifting to watching online video (OLV). In 2012, already 65% of the 564 million people who have internet access were watching OLV (CNNIC, 2013).1)Chinese corporate advertising budgets closely follow this trend and are increasingly being allocated to OLV spending. Recent...

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