(Source: https://pltfrm.com.cn)
Introduction
In a market as fast-moving and digitally saturated as China, display advertising remains a vital tool for capturing attention and generating demand. From mobile banners on Tencent properties to native placements on Baidu and Toutiao, digital real estate is where first impressions are formed. For overseas brands, partnering with a Chinese display advertising agency ensures every impression counts—creatively, strategically, and culturally. In this article, we explore how expert display strategies drive visibility and performance for international brands entering China.
1. Align Display Strategy With Campaign Objectives
Differentiate brand-building vs. conversion campaigns
Top agencies help brands segment their display strategy—allocating premium placements for awareness, and high-frequency retargeting for conversion-driving creatives.
Use multi-phase campaign rollout plans
Display ads are most effective when sequenced. Agencies guide brands through teaser ads, main campaign rollouts, and remarketing bursts to build momentum over time.
2. Localize Creative Assets for China’s Visual Norms
Design assets for mobile-first viewing
With over 98% of Chinese internet users accessing content via mobile, creatives must be vertically optimized, text-light, and visually bold to make immediate impact.
Incorporate symbolic colors, numbers, and seasonal cues
Agencies fine-tune creative concepts to align with local tastes—using culturally significant visuals such as red (luck), gold (wealth), or ‘8’ (prosperity), especially during promotional seasons.
3. Select the Right Mix of Channels and Ad Types
Blend native placements with banner and interstitial ads
Native ads embedded within news feeds or app content generate higher engagement, while banner and interstitials offer scalable visibility. A well-rounded mix ensures balanced performance.
Advertise across national and regional media
Agencies select platforms that match target market tiers—using national players for reach (e.g., Sina, Baidu), and regional portals or niche apps for hyper-local targeting.
4. Optimize With Creative Rotation and Performance Analytics
Implement dynamic creative optimization (DCO)
Leading agencies use AI-powered DCO tools to serve tailored creatives in real time—adjusting visuals, offers, or copy based on user profile and engagement behavior.
Benchmark against industry-specific KPIs
Display performance is monitored with metrics such as viewability rate, cost per engagement, and assisted conversions—customized to each vertical’s benchmarks.
Case Study: Scandinavian Electronics Brand Boosts Market Entry With Tencent Display Ads
A Nordic consumer electronics company used Tencent’s ad network to enter China. Their display advertising agency localized their product banners with simplified messaging and sleek UI visuals. By placing ads across Tencent News, QQ Music, and video apps, the brand reached 12 million impressions within 30 days, achieved a 1.7% CTR (above industry average), and generated 5,000+ direct visits to their WeChat store.
Conclusion
Display advertising in China isn’t just about exposure—it’s about resonance. With the right agency, overseas brands can deploy smart, localized creatives across the right platforms, reaching the right people at the right time. The result: brand awareness that leads to business action.
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!
