In the post-epidemic era, there are still many unstable and uncertain factors in China’s economic recovery, and at the same time, people’s consumption patterns have changed due to the impact of the epidemic, creating new trends. The trend of “fickle” consumers and an “uncertain” environment will put brands to a tougher test.
Miaozhen has released the report “2020 New Insights on Brand Marketing Traffic – 20 Questions on 2022 New Insights” which analyses the market overview, value, users and application. Based on the report, we’ve compiled some excerpts below.
Three major consumer trends in China 2022
Consumption upgrade: “cost-efficiency” is no longer the only consideration, the aesthetics of products and the inner experience that products bring are also taken into account
Brand focus: Numerous after-sales service issues emerged during the epidemic, so consumers prefer trusted brands
Long-term focus: The epidemic has changed the concept of consumption, which now focuses more on long-term investments such as health, education and financial management
To meet these challenges, achieving specific growth outcomes is now the brand’s firm goal. Advertising investments are the basis for stable marketing performance, with long-term impact and help to cope with the current situation.
At present, the three main entry points to reach consumers are personal scenes, family scenes and public scenes, while the four main touchpoints to reach consumers are mobile phones, PC, smart home large screens and outdoors. According to the “2020 New Insights on Brand Marketing Traffic” released by Miaozhen System, although mobile phones are still the screen with the highest daily usage rate of netizens, the weekly penetration of PC screens has increased by 10% YoY, ranking second in the penetration and the largest and most important touchpoint. According to the data, the average daily usage time per screen terminal is up to 5 hours for PC, 4.4 hours for mobile phone screens, and 3.8 hours for smart home screens. It is evident that the ultra-long dwell time on the PC is an important touchpoint for brand marketing and a meeting point for office workers. As the sense of technology continues to improve, PC screens will provide more opportunities for brand marketing.
Most PC screens user characteristics:
First-tier market
Young and middle-aged
Highly educated
High-income earner
In terms of media, advertisers choose six key decision-making factors for media collaboration, including user base, audience profile, brand image and safety, marketing effectiveness, resource coordination and cost efficiency. According to the survey, in terms of media reach, desktop media as a necessary software for PC has the highest weekly reach rate (accounting for 97%), far surpassing other media software for PC, and also has an exclusive user rate of over 40%. Different media have different images among users, for example, news and information media have high credibility advantages, while short video and audio media have the advantages of popularity and youthfulness, and desktop media have the advantages of technology, presence, and high-end image.
In addition, the top three places in advertising acceptance rankings are desktop media, social/chat software, and information software. Among them, desktop media is the media with the highest acceptance of PC screen advertising, and its user rate is as high as 90%, which is much higher than other PC screen media.
PC screens have different user characteristics in different usage scenarios:
Entertainment scene: 30-50-year-old users in first-tier cities, with middle and high-education and middle-income
Office scene: First-tier cities, users aged 21-40, with high education and high-income
Learning scene: Users aged 18-20 in first-tier and second-tier cities, mainly low-income users
For brand advertising, viewability, interactivity, accuracy and historical cooperation effects are the four major considerations for advertisers to invest resources. The different types of advertising resources of PC screens can meet the different needs of brand marketing, achieve cooperation, precise positioning, and increase user reach.
The following is the ad acceptance, ad engagement intention and subsequent ad behaviour ranking of each PC screen advertising type. It can be seen that PC screen direct advertising, PC lock screen ad and in-feed ads perform better in terms of ad acceptance, interaction intention and subsequent behaviour intention, which is an ad type that should be considered.
According to the survey results, PC screen advertising is stable in 2022, and the number of advertisers who will increase their investment is expected to increase slightly. Therefore, the following five major marketing scenarios can focus on or invest funds in PC screen desktop media advertising to increase effectiveness and boost revenue.
Five scenarios for desktop media advertising on PC screens
Reach goals (for specific groups of people, to achieve higher increments)
Event sales (official spokesperson announcement, brand day, brand promotion day, etc.)
New product launch (PC screen desktop media multi-advertisement resource linkage to achieve synergy between product and effects)
Brand story (conveying the brand concept)
Precise marketing (PC screen desktop media search ads to precisely reach the brand’s target audience)
Overall, the use of PC screens has increased significantly due to the epidemic, and desktop media, as a necessary software for PC screens, is the best choice for advertising due to its high reach and advertising acceptance. In addition, PC screen direct advertising, PC lock screen ads, and in-feed ads have received high readiness from consumers in terms of advertising acceptance, interaction intention and follow-up behaviour.
The above is the key content of the new insights on China brand marketing traffic in 2022, if you want to know more, please contact us. Click here to download the full report.