How marketers can optimize video creative in China
Multiscreen users in China are amongst the world leaders when it comes to watching videos on their digital devices, according to Millward Brown's latest AdReaction study.
Although this is a big opportunity for marketers with ambitions of widening their market shares through digital channels, AdReaction also shows that the receptivity of Chinese consumers towards video ads on their smartphones is one of the lowest. Here is the challenge to all brand owners and marketing executives in China: consumers like watching video on their digital devices but are resistant to video ads....