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Introduction
While programmatic advertising is now standard practice in global media buying, applying the same strategy in China won’t work. The Chinese digital ecosystem is built around different platforms, regulatory norms, and user behaviors. For overseas brands looking to scale in China, tailoring programmatic campaigns to local expectations is essential. In this article, we break down how to make your programmatic advertising strategy truly China-friendly—efficient, compliant, and conversion-driven.
1. Choose the Right Local DSP Partners
1.1 Leading Platforms to Consider:
Baidu DSP is strong for intent-based targeting, Tencent DSP covers media like WeChat and QQ, while Alibaba’s Tanx is optimal for commerce-linked targeting. Selecting based on your audience and campaign goals ensures better inventory and targeting accuracy.
1.2 Niche DSPs for Industry Focus:
Vertical-specific DSPs like iPinYou (for lifestyle and consumer goods) or Yoyi (for mobile engagement) can offer more refined targeting. These often perform better for B2C and SaaS brands in emerging sectors.
2. Optimize Creative Assets for Local Ad Performance
2.1 Mobile-Optimized Formats:
Design assets for mobile-first delivery—vertical video, square banners, and fullscreen splash screens. Use simplified Chinese characters, short copy, and a clear CTA to fit with Chinese UX expectations.
2.2 Cultural Relevance in Visuals:
Colors like red and gold carry strong meaning in China; avoid black-heavy designs unless intended for luxury positioning. Even background images—such as local cityscapes—can help your ad feel more familiar and trustworthy.
3. Apply Strategic Audience Targeting Within China
3.1 Regional and Demographic Filtering:
China’s consumer preferences vary by region. Programmatic DSPs allow targeting by Tier 1–3 cities, age group, and device type. A SaaS tool might focus on white-collar professionals in Beijing and Shanghai; a beauty brand may target Tier 2 cities like Hangzhou and Chengdu.
3.2 Behavioral Data Targeting:
Platforms like Tencent DSP can track content consumption, app usage, and prior ad interactions. Use this behavioral data to align messaging with recent user intent.
4. Ensure Legal Compliance in Campaign Setup
4.1 Consent and Data Privacy (PIPL):
Only use first-party or platform-approved third-party data sources. China’s Personal Information Protection Law restricts the use of cross-platform identifiers and personalized retargeting unless proper user consent is obtained.
4.2 Ad Format Regulations:
Chinese authorities regulate visual and textual ad content. Avoid exaggerated claims (“No.1 brand in the world”), offensive language, or references to sensitive topics. All ads must include brand disclosure in the creative.
5. Track Real Results Using China-Based Analytics
5.1 Local Analytics Tools:
Use data partners like Guance, Jushuitan, or GrowingIO to track impressions, click-throughs, and cross-channel attribution. These tools are optimized for WeChat, Douyin, and other Chinese platforms.
5.2 Campaign Iteration With Local Benchmarks:
Use local engagement benchmarks (e.g., 1.2%+ CTR on splash ads, <RMB 25 CPA on Mini Program leads) to evaluate success and refine targeting or creative direction as needed.
Case Study: A UK DTC Brand Drives ROAS +180% With Baidu DSP
A UK-based home goods brand launched its first programmatic campaign using Baidu DSP. Targeting eco-conscious shoppers aged 30–50, they ran native banner ads linked to a WeChat Mini Program. Creative emphasized sustainability and featured Chinese-language slogans developed by a local copywriter. With weekly A/B testing and localized retargeting, the campaign achieved a 180% lift in ROAS and brought 7,200 new WeChat followers within 45 days.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
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