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Introduction
To succeed in video advertising in China, brands must implement effective measurement strategies. This article outlines the key metrics and strategies that can help optimize video advertising performance.
1. Cost Per Click (CPC)
1.1 Understanding CPC
Cost Per Click measures the cost incurred for each click on the video ad. This metric is essential for understanding the financial efficiency of video campaigns.
1.2 Strategies for Reducing CPC
Brands can lower CPC by refining their audience targeting to reach more relevant viewers. Testing various ad placements and formats can also help identify the most cost-effective options for maximizing clicks.
2. Impressions and Reach
2.1 The Role of Impressions
Impressions represent the number of times a video ad is displayed to users. While it doesn’t indicate engagement, high impressions can help build brand awareness in the Chinese market.
2.2 Enhancing Reach
To enhance reach, brands should utilize multiple distribution channels, including social media platforms, video streaming sites, and influencer partnerships. Collaborating with local influencers can significantly extend reach and improve brand visibility.
3. Share Rate
3.1 Importance of Share Rate
Share Rate indicates how often viewers share the video content within their networks. A high share rate suggests that the content resonates with viewers and has viral potential.
3.2 Strategies to Boost Share Rate
To boost the share rate, brands should create emotionally engaging content that encourages viewers to share. Incorporating social sharing buttons within the video can also facilitate easy sharing among viewers.
4. Bounce Rate
4.1 Understanding Bounce Rate
Bounce Rate measures the percentage of viewers who leave the site after viewing only one page. A high bounce rate can indicate that the landing page does not align with viewer expectations set by the video.
4.2 Improving Bounce Rate
To improve bounce rates, brands should ensure that the content of the landing page is closely related to the video’s message. Providing relevant and engaging content can help keep viewers on the site longer.
5. Case Study: Oppo’s Viral Video Campaign
Oppo, a major smartphone brand, launched a viral video campaign showcasing user-generated content. By focusing on relatable storytelling and high emotional engagement, they achieved a share rate of 20%. This case illustrates the power of viral video advertising and the importance of measuring relevant metrics.
Conclusion
Measuring video advertising performance in China requires a focus on metrics such as Cost Per Click, Impressions, Share Rate, and Bounce Rate. By implementing effective measurement strategies and optimizing these metrics, brands can significantly enhance their video advertising effectiveness in the Chinese market.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
