Browsing Category Digital Marketing

Programmatic in China Part 2 – Preferred Deal

February 2nd, 2015 // 2:07 pm @ // No Comments

Programmatic in China Part 2 – Preferred Deal

Last article, I covered programmatic premium models in China. Today I will talk about preferred deal. First, let’s wrap our heads around the terminology. Like programmatic premium, preferred deals also have various names: “Private Access”, “First Right of Refusal”, “First Look”, and “Unreserved Fixed Rate”. Amongst these terms, the simplest one describing the model is […]

Category : Blog &Digital Marketing &Programmatic

Programmatic in China Part 1: Programmatic Premium

December 29th, 2014 // 10:32 am @ // No Comments

Programmatic in China Part 1: Programmatic Premium

When putting together a programmatic strategy here in China, one of the most important tasks is determining which model of programmatic the client is most suitable for. There are mainly four types of programmatic models – programmatic premium, preferred deal, private marketplace, and open exchange – each with distinct advantages and disadvantages, and appropriate for […]

Category : Blog &Digital Marketing &Programmatic

Measuring Online TV Through Behavior-Based Measurements

December 29th, 2014 // 10:29 am @ // No Comments

Measuring Online TV Through Behavior-Based Measurements

It wasn’t so long ago that advertisers were still reluctant to invest in online TV (OTV). But today OTV is undoubtedly the hottest channel within digital, sometimes taking as much as 80 percent of total digital budget. This tremendous growth can be attributed to the emergence of Internet Gross Rating Point (iGRP), a methodology which […]

Category : Business Intelligence &Digital Marketing &Featured &Programmatic

True Viral Cannot Be Planned

December 29th, 2014 // 10:27 am @ // No Comments

True Viral Cannot Be Planned

Last week, a random ad by a third-tier city technical school went viral across the Chinese Internet. It certainly wasn’t intentional planning by the brand owners, because much of the buzz surrounding it was about how bad the ad was. Now, we can analyze the reasons why it went viral all we want, but I […]

Category : Blog &Digital Marketing

Common China Market Entry Mistakes In Ad Tech

December 29th, 2014 // 10:18 am @ // One Comment

Common China Market Entry Mistakes In Ad Tech

As programmatic continues to grow in China, many Western ad tech companies are also trying to catch this opportunity. Now I’ve listened to quite a few Western ad tech companies’ sales pitches, but most leave me unconvinced. Some of these companies are completely ignorant of the local market dynamics, while others are not sure how […]

Category : Digital Marketing &Featured &Programmatic

Publisher Policy, Not Technology, Will Determine Programmatic Growth in China

December 29th, 2014 // 10:14 am @ // No Comments

Publisher Policy, Not Technology, Will Determine Programmatic Growth in China

I recently attended the Google Marketplace Conference in Beijing, where the core topic was centered on private marketplace (PMP) opportunities for both publisher and ad buyers. While the Google and agency trading desk (ATD) executives are filled with optimism, my chats with publishers and clients conveyed mixed feelings as well as realistic execution difficulties. Personally, […]

Category : Blog &Digital Marketing &Programmatic

Video Demand-Side Platform Evaluation for the Chinese Market

December 29th, 2014 // 10:03 am @ // No Comments

Video Demand-Side Platform Evaluation for the Chinese Market

Recently I was asked by one of my clients to evaluate the usage of video demand-side platforms (DSPs) for branding campaigns. This is interesting because DSPs have always been associated with performance/direct-response campaigns. When I think of DSPs, I think e-commerce retargeting, automotive leads acquisition, or FMCG member acquisition campaigns. The reason for this association […]

Category : Blog &Digital Marketing &Featured &Programmatic

5 Interesting Observations on E-Commerce Media Buying in China

September 22nd, 2014 // 6:20 pm @ // No Comments

5 Interesting Observations on E-Commerce Media Buying in China

E-commerce is one of the fastest-growing sectors within digital in China. And as a media agency, we have observed more and more client requests to invest on these particular channels. However, the e-commerce media buying model is drastically different from portals and OTV. So, I’d like to cover some interesting observations about working with Chinese […]

Category : Blog &Digital Marketing &Featured

Let’s Get Practical With the Convergence of Marketing and Ad Tech

September 22nd, 2014 // 5:35 pm @ // No Comments

Let’s Get Practical With the Convergence of Marketing and Ad Tech

Ever since Oracle announced the acquisition of BlueKai a few months back, there’s been nonstop hype on the convergence of marketing technology and ad tech. Phrases like “360-degree view of the consumer” and “end-to-end coverage across the entire funnel” are thrown around liberally by industry experts and the like. But what are the immediate implications to marketers? […]

Category : Blog &Business Intelligence &Digital Marketing &Featured &Programmatic

Is iGRP Dumbing Down Digital?

August 14th, 2014 // 5:17 pm @ // No Comments

Is iGRP Dumbing Down Digital?

The concept of gross rating point (GRP) originated from TV advertising and it has long been the accepted standard by marketers. However, with the emergence of digital, consumer behavior is shifting sharply from TV to online video. Hence the birth of the iGRP, which utilizes similar reach and frequency metrics but calculated within the netizens’ […]

Category : Blog &Digital Marketing &Featured

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