Category: Advertising Ecosystem

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Advertising Ecosystem

Overview of China’s Advertising Monitoring and Analysis Platforms

Overview of China's Advertising Monitoring and Analysis Platforms

In today’s era of information overload, advertising serves as a crucial bridge for communication between businesses and consumers, its significance is self-evident. With the acceleration of digital transformation, the forms and content of advertising have become increasingly diverse. How to effectively monitor and analyze the effectiveness of advertising has become a key link in corporate marketing strategies. Against this backdrop, China’s advertising monitoring and analysis platforms have emerged, providing businesses with comprehensive and accurate advertising effect evaluation and optimization suggestions. This article will explore the development status, main functions, application scenarios, and future trends of China’s advertising monitoring and analysis platforms.

01 Development Background of China’s Advertising Monitoring and Analysis Platforms

In recent years, China’s internet advertising market has expanded, with advertising forms shifting from traditional media such as television, newspapers, and magazines to emerging media like the internet, mobile internet, and social media. The massive growth in advertising content and the diversification of forms have made it increasingly difficult for advertisers to assess the effectiveness of their ads accurately. There is an urgent need for professional tools to assist in decision-making. At the same time, consumer’s advertising acceptance and preferences are constantly changing. How to accurately reach the target audience and improve the conversion rate of advertising has become a focus for advertisers.

Against this backdrop, China’s advertising monitoring and analysis platforms have risen rapidly, relying on advanced technologies such as big data and artificial intelligence to provide advertisers with comprehensive, multi-dimensional advertising effect monitoring and analysis services. These platforms collect, organize, and analyze advertising data to help advertisers understand the actual performance of their ads, optimize advertising strategies, and enhance marketing effectiveness.

Photo by Ales Nesetril on Unsplash

02 Main Functions of China’s Advertising Monitoring and Analysis Platforms

The functions of China’s advertising monitoring and analysis platforms are rich and varied, covering aspects such as data collection, real-time monitoring, effect analysis, competitive product comparison, and audience analysis.

  • Data Collection: Platforms collect advertising data from various media platforms through web crawling technology and API interfaces, including key indicators such as ad exposure, clicks, and conversion rates. They then clean and integrate this data into a set that can be analyzed.
  • Real-Time Monitoring: Provides real-time monitoring services for advertising effects, allowing advertisers to view real-time data at any time, understand the current advertising placement effects, and adjust advertising strategies promptly.
  • Effect Analysis: Through data analysis algorithms, it conducts in-depth analysis of advertising effects, including the efficiency of advertising placement, audience response, conversion paths, etc., helping advertisers to fully understand the actual performance of their ads.
  • Competitive Product Comparison: Provides data monitoring and analysis services for competitive advertising, helping advertisers understand the advertising strategies of competitors and providing a reference for advertising optimization.
  • Audience Analysis: Helps advertisers understand the characteristics and preferences of the target audience through user behavior data and portrait analysis, thereby formulating more precise advertising strategies.

03 Application Scenarios of China’s Advertising Monitoring and Analysis Platforms

China’s advertising monitoring and analysis platforms are widely used in various industries, providing strong data support for businesses to achieve precise marketing and efficient advertising placement.

  • E-commerce Industry: E-commerce platforms use advertising monitoring and analysis platforms to evaluate the effectiveness of product promotion ads, optimize advertising placement strategies, and improve product sales and user conversion rates.
  • Internet Industry: Internet companies monitor the effectiveness of their brand advertising and competitive advertising through the platform, formulate differentiated advertising strategies, and enhance brand awareness and user stickiness.
  • Financial Industry: Financial institutions use advertising monitoring and analysis platforms to analyze the effectiveness of financial product advertising, accurately target customer groups, and improve the ROI of advertising placement.
  • Education Industry: Educational institutions monitor and analyze the effectiveness of educational advertising through the platform, understand the preferences and needs of the audience, optimize advertising content, and enhance enrollment effects.
  • Fast-moving Consumer Goods (FMCG) Industry: FMCG companies use advertising monitoring and analysis platforms to monitor and evaluate the effectiveness of FMCG advertising in real-time, quickly adjust advertising strategies, and capture market share.

Photo by Christopher Gower on Unsplash

04 Future Trends of China’s Advertising Monitoring and Analysis Platforms

Despite the significant development of China’s advertising monitoring and analysis platforms in recent years, they still face some challenges. First, data privacy and security issues have always been a focus of the industry. How to effectively collect and analyze advertising data while protecting user privacy is an important issue that platforms need to address. Second, the continuous innovation and change in advertising forms require platforms to continuously upgrade their technology to adapt to new advertising monitoring and analysis needs.

However, challenges and opportunities coexist. With the continuous development of technologies such as artificial intelligence and big data, China’s advertising monitoring and analysis platforms are expected to achieve more accurate and efficient advertising effect monitoring and analysis in the future. At the same time, as the demand for advertising effect evaluation by enterprises continues to increase, the market prospects for the platform are also very broad. Looking to the future, China’s advertising monitoring and analysis platforms will show the following development trends:

  • Technological Innovation: Platforms will continue to rely on advanced technologies such as artificial intelligence and big data to improve the accuracy and efficiency of advertising monitoring and analysis.
  • Data Integration: Platforms will pay more attention to cross-platform and cross-media data integration, providing advertisers with more comprehensive and multi-dimensional advertising effect evaluations.
  • Intelligent Decision Making: Through technologies such as machine learning, platforms will provide more intelligent advertising strategy suggestions, helping advertisers achieve more precise marketing decisions.
  • Privacy Protection: In the process of data collection and analysis, platforms will pay more attention to user privacy protection, using techniques such as differential privacy and federated learning to ensure the security and privacy of user data.
  • Customized Services: Platforms will provide more customized advertising monitoring and analysis services for different industries and different sizes of enterprises to meet their personalized needs.

05 Representative Advertising Monitoring and Analysis Platforms in China

  • iResearch

iResearch is one of China’s leading market research institutions, focusing on data monitoring and analysis in the fields of the Internet, new media, and e-commerce. Its advertising monitoring services cover multiple dimensions such as ad exposure, clicks, and conversions, providing advertisers with comprehensive advertising effect evaluations.

Rich data resources, capable of covering multiple advertising channels and platforms make iResearch stand out. In addition to basic advertising effect data, iResearch also provides in-depth industry analysis and trend forecasts. However, for specific enterprises or industries with deep customization service needs, iResearch may not fully meet them.

  • Miaozhen Systems

Miaozhen Systems is a leading provider of omnichannel marketing data technology solutions in China, focusing on providing advertisers with advertising effect monitoring, data analysis, and optimization suggestions. Its advantage lies in covering a variety of advertising channels both online and offline, such as search engine advertising, social media advertising, video platform advertising, e-commerce platform advertising, TV advertising, and outdoor advertising, providing comprehensive advertising effect monitoring. At the same time, Miaozhen can also provide enterprises with customized monitoring solutions to meet the specific needs of different enterprises. Of course, due to its advanced technology and comprehensive monitoring coverage, Miaozhen Systems’ service fees may be relatively high.

  • AdMaster

AdMaster is a company focused on digital marketing effect monitoring and analysis, providing advertisers with cross-platform, cross-media advertising effect monitoring services, capable of monitoring the effects of various digital advertising platforms, including search engines, social media, video platforms, etc. With advanced tracking and analysis technology, AdMaster, with its professional consulting and service team, provides one-on-one customized services for customers. However, it is worth noting that although AdMaster excels in the field of digital marketing, it may be somewhat insufficient in monitoring traditional advertising channels.

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  • TrackingIO

TrackingIO is a professional mobile advertising effect monitoring and analysis platform, focusing on the mobile advertising field, with deep experience and technical accumulation in monitoring and analyzing mobile advertising, from user source to user activity, from user retention to behavior analysis, providing comprehensive data monitoring and analysis services. Relative to other platforms, TrackingIO maintains a high-cost performance while providing comprehensive services.

  • AppsFlyer

AppsFlyer is a global leader in mobile app marketing attribution and analysis platforms and also has a wide influence in the Chinese market. AppsFlyer has a broad market recognition and user base, together with a professional team in the Greater China region, members of which have rich experience in the mobile internet field and can provide high-quality services for customers. In addition, AppsFlyer is the only third-party platform that has done a deep docking with Facebook, capable of obtaining multi-dimensional data such as exposure, clicks, installations, and costs. However, the platform mainly focuses on mobile applications and may be somewhat insufficient in monitoring other forms of advertising.

China’s advertising monitoring and analysis platforms are playing an increasingly important role in the advertising industry. Through continuous technological innovation and service upgrades, these platforms are expected to provide enterprises with more accurate and efficient advertising effect evaluation and optimization suggestions, helping enterprises stand out in the fierce market competition. However, each advertising monitoring and analysis platform has its unique advantages and disadvantages. Enterprises should choose the most suitable platform based on their own needs, budget, and industry characteristics.

Source of featured image: Photo by Kevin Bhagat on Unsplash

Categories
Advertising Ecosystem

Overview of China’s Advertising Verification Platforms

With the robust growth of China’s economy and the acceleration of digital transformation, China’s advertising market has become one of the most dynamic advertising ecosystems globally. However, the rapid development of the advertising industry has also brought many challenges, such as false traffic, brand safety issues, and data transparency. These issues not only harm the interests of advertisers but also impact the consumer experience. Therefore, advertising verification platforms have emerged in China, becoming key to ensuring the authenticity, effectiveness, and safety of advertising placements.

I. Classification of China’s Advertising Verification Platforms

Understanding the different types of advertising verification platforms helps advertisers better grasp their role in the market and strengthen their understanding of the ecosystem of China’s advertising market. Advertising verification platforms can be divided into the following types based on their main functions and services:

  • Advertiser Verification Platforms: These platforms focus on verifying the identity, qualifications, and creditworthiness of advertisers to ensure their legality and integrity, preventing false advertising and fraudulent activities.
  • Advertising Content Verification Platforms: These platforms are mainly used to verify the compliance and accuracy of advertising content, including whether the advertising involves false propaganda, misleading statements, or infringement.
  • Traffic Verification Platforms: Traffic verification platforms focus on verifying the quality of traffic for advertising placements, ensuring that the traffic obtained by advertisers is genuine and effective, preventing traffic fraud and volume brushing behavior.
  • Data Verification Platforms: These platforms provide data verification services to ensure the authenticity and accuracy of the data used by advertisers and advertising platforms, such as audience data and click-through rate data.
  • Programmatic Advertising Verification Platforms: These platforms combine programmatic advertising purchase technology to provide automated advertising verification services, helping advertisers and advertising platforms monitor and manage advertising activities in real time.
  • Anti-Fraud Platforms: Focused on preventing advertising fraud, including click fraud, installation fraud, etc., identifying and blocking fraudulent traffic through technical means.
  • Brand Safety Verification Platforms: These platforms focus on protecting the brand safety of advertisers to avoid ads appearing in inappropriate content or environments, such as bad content, pirated content, etc.

Photo by Samu Lopez on Unsplash

II. Examples of China’s Advertising Verification Platforms

Next, let’s look at some well-known advertising verification platforms in the Chinese market to intuitively feel the role and influence of these platforms.

  • Alibaba’s Diamond Stand: Mainly used for verifying the effectiveness of advertising on the Taobao and Tmall platforms, ensuring the effectiveness and transparency of advertising placements.
  • Baidu’s Baiqingteng: Provides monitoring and verification services for advertising placements, helping advertisers evaluate the effectiveness of advertising placements and optimize advertising strategies.
  • Tencent’s Advertising Insights: Tencent’s advertising verification platform, is used to verify data such as advertising exposure, clicks, and conversions, enhancing the advertising placement effect for advertisers.
  • Weibo Super Manager: An advertising management and performance monitoring platform launched by Weibo, helping advertisers monitor the effectiveness of advertising placements and conduct data analysis.
  • JD Jingzhuntong: It has successfully passed the Traffic Anti-Fraud Project Evaluation CAF certificate issued by TAG (Trustworthy Accountability Group, a U.S. advertising self-regulatory organization), becoming one of the first comprehensive advertising platforms in China to obtain this certification.

These platforms help advertisers improve the transparency and effectiveness of advertising placements by providing professional verification services.

III. Features of China’s Advertising Verification Platforms

China’s advertising verification platforms have the following features in terms of functionality and characteristics:

  • Data Transparency and Strong Monitoring Capabilities: These platforms can usually provide detailed data reports, including key indicators such as advertising exposure, clicks, conversion rates, etc., helping advertisers fully understand the effectiveness of advertising.
  • Multi-platform Coverage: For different advertising placement platforms (such as Alibaba, Baidu, Tencent, Weibo, etc.), these platforms provide corresponding verification services with a wide coverage range.
  • High Precision: Through big data analysis and artificial intelligence technology, these platforms can accurately evaluate the effectiveness of advertising, helping advertisers accurately optimize advertising strategies.
  • Real-time Monitoring and Feedback: Able to monitor the effectiveness of advertising placements in real-time, providing timely feedback on data and analysis results, helping advertisers adjust advertising strategies and improve the effectiveness of advertising placements.
  • Compliance and Security: These platforms can usually ensure the compliance of advertising placements, protect user privacy and data security, and comply with relevant laws and regulations.

Photo by Jakub Żerdzicki on Unsplash

IV. The Operation Logic of China’s Advertising Verification

(1) Advertising Content Review

  • Keyword Filtering: Advertising verification platforms filter keywords in advertising content to exclude illegal, illegal, or sensitive information.
  • Image Recognition: Using image recognition technology, scan and analyze images in advertisements to identify any false or misleading content.
  • Text Analysis: Through natural language processing technology, conduct an in-depth analysis of advertising copy to ensure its content is true, accurate, and complies with relevant laws, regulations, and ethical standards.

(2) Traffic Anti-Fraud

  • Behavior Analysis: Advertising verification platforms analyze user clicks, browsing, and other behavioral data to identify abnormal traffic, such as clickbots, malicious brushing, and other fraudulent activities.
  • Device Recognition: Use technical means such as device fingerprinting and IP addresses to identify abnormal access behavior under the same device or IP address.
  • Data Cross-Verification: Cooperate with third-party data providers to cross-verify advertising data to ensure the authenticity of advertising displays and clicks.

(3) Advertising Effectiveness Evaluation

  • Click-Through Rate Monitoring: Real-time monitoring of the click-through rate of advertisements, analyzing whether user clicks are genuine and effective.
  • Conversion Rate Analysis: Track user behavior after clicking on advertisements, such as purchases, registrations, etc., to evaluate the conversion effect of advertisements.
  • ROI Calculation: Calculate the return on investment (ROI) of advertisements based on advertising input and output data, providing decision support for advertisers.

(4) Compliance with Laws and Regulations

  • Compliance Review: Advertising verification platforms conduct compliance reviews of advertising content to ensure that it complies with relevant laws, regulations, and advertising industry standards.
  • Privacy Protection: Strictly comply with data protection laws and regulations during the verification process to ensure the privacy and data security of users.

(5) Technological Innovation and Application

  • AI Technology: The utilization of artificial intelligence technologies, including machine learning and deep learning, enhances the precision and efficiency of ad verification processes.
  • Big Data Analysis: Leveraging big data analytics to deeply mine and scrutinize advertising data, providing advertisers with more accurate ad placement recommendations.

Photo by Google DeepMind on Unsplash

(6) Continuous Optimization and Iteration

  • Feedback Mechanism: Establishing a feedback system to gather the suggestions and advice of advertisers and users, to continuously refine the functionality and services of the ad verification platform.
  • Technological Updates: Staying abreast of industry trends and technological advancements to ensure timely updates and optimization of the technological infrastructure and algorithmic models of the ad verification platform.

Taking JD Jingzhuntong as an example, the platform has not only provided comprehensive advertising services but has also achieved notable success in ad verification. It has successfully passed the certification for the Certified Against Fraud (CAF) project issued by TAG (Trustworthy Accountability Group), an American advertising self-regulatory organization, becoming one of the first integrated advertising platforms in China to receive this certification. This signifies that JD Jingzhun Pass’s capabilities in preventing traffic fraud and illegal advertising activities in the digital advertising sector have gained recognition from an international authoritative body.

Chinese ad verification platforms play a crucial role in ensuring the authenticity of advertisements and improving their effectiveness. As technology continues to advance and market demands grow, these platforms will keep evolving and innovating, offering advertisers more comprehensive and precise services. Advertisers need to select the most suitable verification platform based on their specific needs and market changes to maximize the value of their ad placements.

Source of featured image: Photo by Logan Voss on Unsplash

Categories
Advertising Ecosystem

The Landscape of Advertising in China: Media, Industries, and Agencies

Driven by the digital wave, China’s advertising market has shown a diversified development trend. From traditional television and radio to modern internet platforms, various media provide publicity and promotional services for different industries. At the same time, various advertising agencies play an important role in the market, providing customized marketing solutions for brands.

Television Advertising and Its Primary Industries

Television advertising has always been an important choice for advertisers due to its extensive coverage and strong visual experience. It combines visual images, colors, and movements to create a deep impression, effectively displaying product features and establishing an emotional connection with the audience. Especially for seasonal products and urgent promotions, the immediate dissemination capability of television advertising is crucial.

The main industries of television advertisers include the food industry (such as health care products, snacks, and cooking oil), the beverage industry (such as infant formula, UHT milk, tea, and yogurt), the commercial and service industry (such as healthcare institutions and retailers), and the personal goods industry (such as glasses/contact lenses, men’s razors, watches, and cleaning products). These industries not only enhance brand awareness and memorability through television advertising but also increase the brand’s authority and trustworthiness.

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Outdoor Advertising and Its Primary Industries

Outdoor advertising, with its 24-hour long-term exposure and wide visibility, covers densely populated areas, ensuring that brand messages are seen by a large number of people. Outdoor advertising has strong geographical targeting, precisely attracting the target audience in business districts or communities. Compared with television and online advertising, outdoor advertising has a strong visual impact, high cost-effectiveness, and helps in long-term brand reinforcement.

The main industries of outdoor advertisers include the beverage industry (such as mineral water, fruit and vegetable juice, and yogurt), the food industry (such as snacks, series of food products, and health care products), the cosmetics/bathroom products industry (such as skincare products, baby hygiene and bathroom products, and oral care products), the home appliance industry (such as home appliances and smart appliances), and the alcoholic beverage industry (such as Chinese meals wine, medicinal wine/tonic wine, and fruit wine). Outdoor advertising, integrated with technology, can provide interactive experiences, establish emotional connections, and enhance market coverage.

Radio Advertising and Its Primary Industries

Radio advertising attracts a mobile audience, such as drivers and commuters, with its extensive coverage and immediacy. It is cost-effective, especially suitable for small businesses, and has the flexibility to respond quickly to market changes. Localized radio can penetrate specific communities, and the emotional connection between program hosts and listeners enhances the trust in advertisements.

The main industries of radio advertisers include the food industry (such as health care products, corporate image of food, and condiments), the entertainment and leisure industry (such as scenic spots, national and city image, restaurants, tourism product service organizations, and hotels), the commercial and service industry (such as education/training categories), and other industries (such as home decoration, e-commerce brands, drugs, post and telecommunications, and alcoholic beverages). The high frequency of contact and multitasking advantages of radio make brand messages frequently and naturally blend into daily life.

Internet Advertising and Its Primary Industries

Internet advertising stands out for its target accuracy, cost-effectiveness, and measurability. It allows brands to finely target based on user characteristics, covering the vast user base of the internet. The flexibility and customization of Internet advertising allow brands to quickly respond to market changes, and interactive elements such as links and social media increase user participation.

The main industries of internet advertisers include IT products and office automation services (such as WeChat Work, DingTalk, etc.), major e-commerce/internet/video platforms (such as Taobao, TikTok, iQiyi, and other brands), the transportation industry (such as online car-hailing, carpooling, etc.), the financial industry (such as major banks, funds, and stock agency organizations), post and telecommunications (such as mobile phones, broadband packages, etc.), entertainment and leisure activities (such as exhibitions, performances, etc.), as well as the real estate/construction industry, industrial goods, and the alcoholic beverage industry. The multi-platform placement ability and creative freedom of Internet advertising provide brands with a variety of promotional methods.

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Introduction to Advertising Agencies in the Chinese Market

Advertising agencies act as a bridge connecting advertisers and media channels, providing professional advertising placement and marketing services. Based on the content and characteristics of the services, advertising agencies can be divided into the following categories.

4A Creative Agencies

Focus on creating innovative and impactful advertising content, such as visual design, advertising copy, and brand stories. For example, Ogilvy, Accuen, and Angis, etc.

Media Agencies

Responsible for media planning and purchasing, helping brands effectively place advertisements on various media channels. Services include media strategy development, market analysis, media negotiation and purchasing, ad placement, and effectiveness evaluation.

PR Agencies

Focus on shaping and maintaining brand images, and communicating with the public through media relations, event marketing, and crisis management. Services include press release writing, media interview arrangements, brand spokesperson management, and crisis PR strategies.

Digital Agencies

Focus on digital marketing and online advertising, including search engine optimization (SEO), search engine marketing (SEM), and social media marketing. Services include website design, content marketing, email marketing, data analysis, and digital ad placement.

Entertainment Marketing Agencies

Combine entertainment industry resources, such as movies, TV, music, and sports, to create joint marketing opportunities for brands. Provide entertainment marketing solutions such as brand implantation, event sponsorship, celebrity endorsements, and content cooperation.

Media Communication Agencies

Focus on disseminating brand information through various media channels, which may include online and offline communication strategies. Services may involve ad placement, content distribution, media relationship establishment, and brand communication activities.

Photo by Jakub Żerdzicki on Unsplash

MCN Agencies

Multi-Channel Networks provide content management, business cooperation, and audience growth support for video and social media content creators. Services include content creative guidance, copyright management, brand cooperation opportunities, audience analysis, and revenue optimization services.

Social Media Marketing Agencies

Focus on helping brands establish and maintain a social image on social media platforms. Services include social media account management, content creation, audience interaction, ad placement, and social media strategy development.

Source of featured image: Photo by Jakub Żerdzicki on Unsplash

Categories
Advertising Ecosystem

Understanding the Unique Advertising Formats in China to Avoid Ineffective Advertising

In the dynamic landscape of digital advertising, China’s advertising ecosystem has developed unique characteristics that set it apart from the global market. This article delves into specific advertising formats that are not commonly seen abroad but have gained significant attention in China. Furthermore, we analyze popular advertising strategies that have made a splash internationally but remain largely unknown in the Chinese market. By examining these differences, this article will help brands to better understand which advertising formats in the Chinese advertising market will be more conducive to business growth.

Elevator Advertising

China is one of the most populous countries in the world, with a high urban population density, especially in residential communities and commercial office buildings. Elevators, as a necessary facility in high-rise buildings, provide a high-frequency exposure opportunity for advertising as a large number of people pass through them every day.

The widespread application of digital advertising screens makes elevator advertising more dynamic and colorful, and even achieves precise push and interactivity, enhancing the attractiveness of advertising. Compared with traditional television, radio, or large outdoor advertising, elevator advertising has a relatively low cost and is more flexible in placement, which can be selectively placed based on specific attributes of the target audience. In addition, the space inside the elevator is relatively closed, and there are fewer interference factors in the display of advertisements. Passengers often have nothing to do when waiting for or riding in the elevator, which increases the attention and memory of the advertisement.

Advertisers can achieve precise placement after understanding the characteristics of the residents or office workers of the target building, including age, gender, occupation, and other information, and combine creative content with memorable points, using multimedia forms such as video and sound to improve the expressiveness and interactivity of elevator advertising. By using QR codes, NFC, and other technologies, online and offline connections are realized to guide the audience to further interact.

Splash Screen Advertising

Splash screen advertising is mainly used to display a previously cached advertising content (pictures, animations, videos) or re-requested advertising when an APP is opened. While displaying the advertising content, some preparatory operations of the application can also be done. The implementation process is not complicated and is more commonly used in mobile advertising in China.

Most foreign APPs are simple and direct. Users do not like to see an advertisement that is unrelated to the software after opening the APP, such as YouTube, Facebook, etc., which are all directly a logo screen. However, some domestic APPs are in a monopolistic position, and users have no choice. But too frequent advertisements will directly affect the user experience. If there is a splash screen advertisement that makes users wait for 3 to 5 seconds every time the application is launched, it will make people feel annoyed and may even uninstall the APP, so publishers need to reasonably set the number and interval of advertisements to balance revenue and user experience.

Some mobile apps in China with splash screen advertising include: CTV apps such as Mango and iQiyi; UGC social apps such as Zhihu; Knowledge apps such as Youdao and Youdao Cloud Notes; Photo editing apps such as Meitu Xiuxiu; Travel apps such as Gaode Map, Ctrip, and Tongcheng, etc.

Photo by Kelsy Gagnebin on Unsplash

Lock Screen Advertising

The implementation of lock screen advertising is relatively more complex, requiring a background service to listen to the system’s boot, unlock, lock screen, and other broadcasts to replace the system’s lock screen interface with advertising content. It also uses the notification bar, desktop widgets as advertising spaces, but all require the user to apply for authorization to disturb the user. With the update of the Android system, the management of background resident tasks will only be more stringent. Compared with other forms of advertising, such as TV and outdoor advertising, lock screen advertising has a lower cost and is easy to measure the effect, so it is favored by advertisers.

Chinese users spend a long time on the mobile Internet every day on average, and frequent lock and unlock operations increase the exposure opportunities of lock screen advertising. Chinese users have a relatively high acceptance of lock screen advertising, especially when it can provide some instant information or small rewards.

Foreign Google Play has strict policy constraints, in addition to applications specifically developed for the lock screen function, other applications are not allowed to provide advertising or features that profit through the device’s lock screen. Therefore, lock screen advertising is not common abroad.

When advertisers place lock screen advertising, they need to pay attention to designing simple and attractive advertising content to ensure that users can quickly grab attention before unlocking. At the same time, avoid designing advertisements that are too cumbersome or interfere with normal use, and control the frequency of advertising display to avoid causing user dissatisfaction.

Photo by Shahadat Rahman on Unsplash

Email Advertising

This article will also examine some advertising phenomena that have caused a sensation on the international stage but have not yet had a significant impact in China. Among them, email advertising, which is a favorite of foreign advertisers, finds it difficult to win the market in China for the following reasons:

The popularity of social media

In China, social media platforms such as WeChat, Weibo, QQ, Xiaohongshu, and others are very popular. People are more inclined to use these platforms for communication and to receive information, rather than email.

E-commerce Ecology

China’s e-commerce ecosystem has developed rapidly, and consumers are more accustomed to receiving promotional information directly through online shopping platforms, which usually appear in the form of app push notifications or text messages.

Advertising Regulations

China’s internet advertising regulations have strict stipulations for email advertising, requiring senders to comply with relevant laws and regulations, which increases the operational cost and compliance requirements of email advertising.

User Habits

Chinese users generally rely less on email, and many may not check their mailboxes frequently, resulting in relatively lower open and conversion rates for email advertising.

Mobile First

Most of China’s internet users spend their time on mobile devices, and the email client experience on mobile devices is usually not as good as on PC, which also reduces the frequency of users receiving advertising through email.

Therefore, for advertisers, from the perspective of interactive effects, SMS advertising and mobile advertising in China can perfectly replace email advertising.

Source of featured image: Photo by Magda Vrabetz on Unsplash

Categories
Advertising Ecosystem

A Glance at Programmatic Ad Ecosystem in China: the Tree Theory

As a significant market, China is a resourceful market for international brands to enter. At the initial stage of market entry, outbound marketing, such as advertising, could be a good choice. For those who have already established brand awareness in China, advertising remains essential for market penetration. This article will explain how Chinese ad ecosystem works.

01 Ad Category: Programmatic Ad is the mainstream with more complexity

According to Emarketer, 4 years ago, programmatic ads account for a significant 44% share of China’s digital ad market. Additionally, with more stakeholders engaged in the context of programmatic advertising, we believe that the introduction of programmatic ad ecosystem in China will help you better understand Chinese ad environment.

02 Composition of Programmatic Ad Ecosystem in China

An outline of the stakeholders in Chinese programmatic ad ecosystem could make it easier to get the whole picture. Brands, companies, or even individuals who wish to pay for advertisements aimed at attracting target audience are advertisers. In that course, DSP/ADN and Trading Desk are tools in the demand side; while ADX/SSP are platforms on the supply side, which serve media or publishers who have the final say over traffic and ad inventory. Data platforms such as DMP will collect and provide data for the publish of ads as well as connect the audience and advertiser someway.

The programmatic ad ecosystem in China works like a tree. Advertisors are the root because of their products and services hidding behind the ads are the fundamental factor of purchasing. And advertisors will make the final decision of what messages shall be communicated in their ads, by what means, in what places. Other stakeholders or tools such as ad agencies, DSP/TD, AdX/SSP, ADN, are functioning as the trunk that brings the “nutrition” ads all the way up to the branches “media owner” or “publisher”, so that the audience as the leaves will be reached and feel the commitment and value of the advertisors’ brands.

03 Key Players of Programmatic Ad Ecosystem

In China, the basic logic of advertisement is the same. Within the ecosystem, we got three key players as advertiser, publisher and the audience. The advertiser would like to convey message to their target audience via the impressions on publisher. And that’s what advertisement will achieve.

As the bridge to connect advertiser and the audience, media/publisher controls the ending ad inventory, which could be the most important resource in advertisement. In China, the leading comprehensive publisher includes: ByteDance, Alibaba, Tencent, Baidu, Kuaishou, Meituan, Jingdong, Pinduoduo (Temu), Xiaomi, Weibo, etc.

With the booming of publisher’s quantity and categories, Ad Network (ADN) came up to the ad ecosystem, which purchases ad inventories from different publisher and sell to advertisers or ad agencies.

Some advertisers, especially those leading enterprises would like to invite another role in during advertising: advertising agencies. Some of the most popular and influential advertising agencies in China include: Ogilvy, WPP, Omnicom Group, Publicis Groupe, BBDO, BlueFocus, etc. You might be quite familiar with some of them.

04 Platforms to Collect and Communicate Ad Demands

Demand-Side Platform (DSP)

For both the advertiser and ad agency, DSP (Demand-Side Platform) is a must in conducting programmatic ad. DSP provides real-time bidding services and algorithm & AI capabilities to enable automated buying and selling of ad inventory, so that advertisers and agencies could efficiently manage their advertising campaigns, such as audience targeting, budget management, bidding management, creative management, etc. The AI and algorithm embedding in DSPs will make all those actions above more agile, precise and accurate.

The more inventories a DSP covers, the more powerful and efficient it is. YOYI Tech, which has focused on AdTech in China for over 10 years, has developed a DSP that integrates 80% publisher inventories across Chinese internet, with full coverage of mainstream CTV inventories as well as rich Ad formats within different media touchpoints, will accelerate market penetration in China and precisely reach your target audience at a lower cost, as well as enhance your advertising strategy with data-driven insights.

Trading Desk (TD)

A trading desk integrates different DSPs and can manage advertising in a comprehensive manner, .which often handle more complex budget management and bidding frequency control, etc.

Here is a list of the different types of trading desks operating in China:

Agency Trading Desk (ATD): A trading desk within a 4A advertising agency serving multiple brand advertisers. Examples include Xaxis, Accuen, AOD, and Charm (昌荣）, etc.;

Independent Trading Desk (ITD): Similar to ATD, but ITDs can serve multiple advertising agencies or brands. Examples include YOYI Onedesk, Marketin, Chinapex, and Fugetech, etc.;

Brand Trading Desk (BTD): Typically, this is an in-house trading desk built by the advertiser themselves or with the help of a technology provider, such as Yili Trading Desk, etc.

05 Platforms to recieve demands and release ad inventory

Both supply-side platform (SSP) and Ad exchange (AdX) are essential to process ad demands from DSP and trigger ad impression.

A supply-side platform allows ad publishers to sell their inventory within an appropriate price range after the evaluation of advertisers, bidding prices, TA requirements, etc., so as to meet both publishers’ and advertisers’ needs.

Therotically, an AdX will connect DSP and SSP. However, nowadays the differences between SSP and AdX are so slight to take into account. Hence we would like to introduce you some representative platforms of SSP/ADX running in China:

The third-party SSP/AdX collects and reallocates traffic of all kinds (premium traffic, medium traffic, long-tail traffic, etc.) from media owners or publishers. Some examples can be: BES from Baidu, Tanx from Alibaba, Tencent AdX, 360 MAX, etc.

The examples of private AdX/SSP owned by media giant who has their own natural traffic are YOUKU AdX, AIQIYI AdX, Netease AdX, Sina AdX, etc.

06 Supportive Platform towards Agility of Advertising

Data Management Platform (DMP) generates tags for different audience segements and build user profiles and portraits based on user data, which would enhance the precision and efficiency of advertisement.

YOYI Tech creates a DMP that collects first-party user data from advisor-owned channels such as websites, apps, social medias, as well as second-party data from our own DSP and third-party data from our partners such as ecommerce giants, media, and agencies, etc. Moreover, YOYI DMP is open and ready to accept any other data sources and with our powerful ID mapping capability, our DMP will match household IDs with individual IDs and calculate user tags for various scenarios.

Source of featured image: Photo by Johann Siemens on Unsplash

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