China TV Screencast Advertising (Youku) Marketing Report
TV screen-casting is to present the screen of mobile device A on the TV screen in “real-time” through technical methods, also known as the same screen, screen sharing, multi-screen interaction, etc. After years of development, China’s projection screen has gradually entered a stage of stable development. Miaozhen and Youku jointly released the “Research Report on the Marketing Value of Youku Screencast Interactive Advertising”, based on this report, we compiled the following key overview.
From the preparation period back in 2003 to the current stable development period, screen-casting has successfully attracted hundreds of millions of users. Screen-casting functions are increasingly abundant and have stronger advertising performance, coupled with continuously upgraded screen effects, dual-screen interactive content has attracted users’ attention and engagement. The stickiness of screen-casting users continues to increase, with the average daily viewing time reaching 1.82 hours, the average number of days of use in a week reaching 2.85 days, and the proportion of screen-casting users has increased by 52%. Users use screen-casting mainly for “screen sharing” or “interpersonal sharing” content, and will simultaneously open the shopping apps to buy while watching and interacting online.
Screen-casting marketing has gradually become a shared home scene marketing resource, with up to 52% of users accessing marketing information through “TV screencast advertising”, which indicates that screen-casting has become one of the main channels for smart TV users to access marketing information. Based on the advantages of “wider coverage”, “friendly duration”, “audience attention”, and other advantages of screen-casting ads, up to 68% of users have been longing for screen-casting ads, and trust and accept screen-casting ads.
“Screencast interactive advertising” is a new form of large-screen marketing for smart homes, with the help of high-definition visual effects of the large TV screen, it can effectively help brands establish recognition, deepen impressions, and successfully complete user longing, while mobile phones synchronously push purchase methods to users, effectively help brands shorten the conversion path and quickly improve conversion efficiency.
User Analysis of Youku Screencast Ads
- Mainly young and middle-aged people with high education, the average age is 32.3 years old, and the proportion is slightly lower than the average age of smart home large screens of 32.6 years old.
- A balanced ratio of male and female users, with 53.7% female users and 46.3% male users
- 8% of young and middle-aged users aged 26-40 years old
- 3% of users with a bachelor’s degree or above, and the proportion of users with a master’s degree or above is significantly higher than the average level of smart home large-screen users
- Covering all levels of cities, Youku users in the first-line cities (first-tier, new first-tier, second-tier) have a high screen-casting usage rate, with a weekly usage rate of more than 55%
- Most of the users have small families and stable family relationships, while the proportion of “small families” of two generations is more than half, and the proportion of users of “couple world” is higher than the overall level of smart home large screens.
- Users pay attention to their quality of life and follow fashion trends, and moderate impulse consumption, while the average monthly income and spending are higher than the average level of smart home users
- 6% of users cast their screens more than 3 days a week, and more than 85% of Youku users have an average viewing time of more than 1 hour per day
Advantages of Youku screencast interactive advertising marketing
Youku has a member + non-member user ecology with 30million+ MAU, users have high spending power and focus on the quality of life in pursuit of fashion trends. Youku screencast traffic has high commercial value and reaches, effectively engaging users through real-time dual-screen interaction. Youku screencast interactive ads have higher acceptance, credibility, and high attractiveness, up to 41.9% of users have been longing in the past six months, and 52.6% of users purchased products within 3 days after product longing.
- Traffic+: Nearly 90% of Youku screen-casting users have Youku mobile membership and membership users who cannot be effectively reached by video pre-roll ads can be more effectively covered by Youku screencast interactive ads. Youku screen-casting users have used an average of 2.31 membership benefits of the Youku video platform in the past month. Youku screencast interactive advertising has broader marketing coverage
- Form+: The brand-new style of casting ads provides real-time interaction and a dual-screen window experience
- Reach+: Compared with the average level of large-screen smart home ads, Youku screencast interactive ads have evident advantages in reach. The reach capabilities of Youku’s screencast interactive advertising on the large screen (OTT) and small screen (mobile) are higher than that of smart home advertising
- Touch+: Youku screencast has become an important advertising or marketing information point for users, mainly due to the Youku screencast interactive ads having strong appeal and being able to gain user acceptance and trust. Within half a year, 41.9% of users were longing by screencast ads and purchased the products within 3 days after product longing
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