Today, an increasing number of touch points compete for a fixed amount of consumer attention. Finding the right media mix is therefore crucial, all the more so in rapidly growing China. However, for many multinationals, the promise of Chinese riches remains unfulfilled. Understanding the peculiar role of digital in China's media landscape is essential for the business success of Western brands in this country. This session presents results from VivaKi's The Pool China study on the differences between advertising on TV versus advertising on online TV, the latter representing a growing segment of advertising budgets. This first ever multiscreen neuroscience study provides unified metrics on the visual attention and emotional engagement of consumers, helping marketers allocate ad spend across touch points for greatest effect.