(Source: https://pltfrm.com.cn)
Introduction
China’s mobile video ad market, eyeing $100 billion by 2025 with 12.9% CAGR, hinges on robust KPIs to benchmark success for overseas brands amid 88% mobile ad dominance. With over a decade in localization, our agency has fine-tuned metrics to deliver 50% ROI improvements. This guide outlines core KPIs to track, optimize, and elevate your video efforts.
1. Engagement Fundamentals
1.1 Viewability Rate
Aim for 70%+: Measure percentage of ads fully in-view using SaaS trackers, prioritizing in-feed placements on Douyin for higher scores. Low rates signal placement issues, so refine with auto-play optimizations to combat skips.
Implementation: Threshold alerts for drops below 60%.
1.2 Completion Rate
Target 80% finishes: Track full watches on 15-second clips, correlating with storytelling hooks like cultural narratives. Overseas food brands boost this via recipe teases, enhancing recall.
Benefits: High completions signal content resonance.
Transition Tip: Engagement leads to conversion tracking.
2. Performance Indicators
2.1 Click-Through Rate (CTR)
Strive for 2-3%: Calculate clicks per impressions, A/B testing thumbnails for emotional appeals. 2025’s programmatic surge aids targeting, lifting CTR 20% for personalized videos.
Technique: Segment by device for mobile tweaks.
2.2 Conversion Rate
Seek 5%+: Link views to actions like app downloads via UTM tags in SaaS analytics. This end-goal metric guides budget shifts to high-funnel performers.
Result: Conversions validate scale.
3. Retention and Quality
3.1 Average Watch Time
Exceed 10 seconds: Analyze drop-offs with heatmaps, shortening intros for impatient scrollers. Tech brands use demos to hold 15+ seconds.
Practical Insight: Correlate with audience retention KPIs.
3.2 Brand Lift Metrics
Measure 15% uplift: Survey post-exposure for awareness via integrated tools, focusing on recall in urban cohorts. This softer KPI justifies creative spends.
Advantage: Lifts prove long-term value.
4. Efficiency Measures
4.1 Cost Per View (CPV)
Cap at 0.5 RMB: Divide spend by views, negotiating programmatic floors. Efficiency rises with 30% YoY video growth.
How-to: Forecast with historical data.
4.2 ROI Calculation
Target 4:1 returns: Factor lifetime value against costs, iterating low performers. This holistic view sustains campaigns.
Case Study: American Snack Brand’s Douyin Metrics Mastery
A bold American confectionery, mastering KPIs on Douyin, worked with us to hit 85% completion via engaging bites. Amid $100B projections, it benchmarked 3% CTR and 6% conversions, surging sales 45% in six months—sweetening video success.
Conclusion
Essential KPIs for mobile video ads benchmark triumph in China’s dynamic space. Monitor with metric precision for optimized outcomes. Benchmark yours—secure a KPI consultation.
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!
