Over-the-top (OTT) and Online TV (OTV) platforms have seen a surge in popularity in China, offering brands an opportunity to reach engaged audiences. On June 26 2024, Lighthouse Professional released the 2024 H1 Online Drama Market Insight Report, the report shows that the online broadcast volume of dramas grew by 35.1% in H1 2024, with a 38.8% growth rate for TV dramas on streaming platforms.
Resources From: Lighthouse Professional
Possibly getting more exposure with the same marketing budget on short video platform, why should you still consider about OTT/OTV advertising? What irreplaceable benefits can it provide for the brand？
Brand marketing on momentum may be far more effective than expected. For instance, after a series of marketing campaigns with the hit drama the Tale of Rose, Satine Milk got over 100 million discussion on Weibo, followed by the pre-sale of 10,000 cases of milk sold out just in 13 minutes without prior notice.
Depth over Breadth: Fostering Deeper Connections with Target Audience
While it is true that long-form video content generally has less exposure and a more limited reach compared to snackable, short-form video, it is easier to forge deeper and more meaningful connection with the audience thanks to the immersive and continuous narrative strucutre though. Advertising on OTT/OTV can provide benefits beyond just reach. It allows brands to foster deeper connections with target audiences through the immersive, continuous narratives. When a brand’s messaging aligns with the themes and emotions of the content, it creates a more engaging experience.
Pechoin’s commercial inserted in the drama Blossoms Shanghai was on air
Take Pechoin for example. Its recent all-around advertising layout was ingeniously integrated with the background of the drama Blossoms Shanghai, helping the brand gain the greatest attention in its brand history, with its spot received more than 10 million views across platforms on the first day of its release.
Secured Ad Environment Adds Bonus to Brand Reputation
The curated ad environment on OTT/OTV platforms helps protect brand reputation, as ads are integrated into the audience’s viewing experience rather than juxtaposed with potentially problematic content.
The commercials are closely integrated with the context and become part of the audience’s experience of skimming over the qualified content on the platform, enabling audience to leave positive impressions on the brand.
FoodPanda’s video commercial on Iqiyi
Unlocking Success: Tailored OTT/OTV Solutions for Your Brand
By delivering your brand message at the right time and place, along with hit dramas and TV shows, it is promising to enhance audience engagement, boost brand recall, and ultimately increase conversions.
As a leading and experienced marketing technology company with extensive expertise in this realm, we excel in tailoring comprehensive OTT/OTV marketing strategies that align with your company’s unique objectives, pain points, and budget.
Leveraging an array of resources on China’s top OTT/OTV platforms like iQiyi, Tencent TV, Mango TV, and Bilibili, we are capable of gaining remarkable exposure from the target audience for the brand and its products. From standardized advertising placements such as splash ads, product placements, and pre-rolls to innovative IP customization collaborations, we meticulously craft the optimal mix of approaches to drive success for our clients
Ready to elevate your brand’s presence and performance in the digital landscape?
Contact us now to explore the ad placements we provide in these popular OTT/ OTVs tailored to your brand’s needs and goals!
