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Introduction
Programmatic advertising is transforming how brands engage Chinese consumers—but not all automation is equal. In China, platforms, data sources, and regulations create a distinct environment. This article outlines how overseas brands can leverage programmatic advertising effectively in China’s digital-first market.
1. Understand China’s Ad Tech Stack
1.1 Walled Gardens and Platform Independence
Unlike global open exchanges, China’s major ad networks (Baidu, Alibaba, Tencent, ByteDance) run as independent ecosystems.
Tip: Choose DSPs that specialize in one ecosystem rather than trying to manage cross-platform from a single tool.
1.2 Limited Third-Party Cookies
Due to strict privacy regulations, many Chinese platforms rely on first-party or ID-based targeting.
Strategy: Integrate directly with platform CDPs and develop first-party data through mini-programs.
2. Set Clear Campaign Objectives
2.1 Awareness, Conversion, or CRM Growth?
Programmatic works best with a focused KPI. Don’t chase clicks if your real goal is WeChat followership or livestream attendance.
Use Case: A fashion brand increased mini-program signups 4x by optimizing for CRM rather than site traffic.
2.2 Realistic ROAS Benchmarks
Set ROI expectations based on platform, category, and sales funnel stage.
Pro Tip: Expect higher initial CAC with refinement over 6–8 weeks.
3. Audience Segmentation for Precision
3.1 Behavioral Segmentation
Use platform-provided segments like interest categories, shopping behavior, and app usage frequency.
Tactic: Layer segmentation (e.g., fitness + new moms + Tier 1 cities) for niche targeting.
3.2 Geo and Time-Based Targeting
Target users by city tier, time of day, or even weather triggers for product relevance.
Strategy: Promote cooling drinks during heat alerts or wellness SKUs after 9PM work scrolls.
4. Creative Strategy in Programmatic
4.1 Dynamic Creative Optimization (DCO)
Use DCO to automatically adjust visuals, messaging, or CTAs based on user profile and behavior.
Tip: Test Mandarin variants by age or region for better emotional fit.
4.2 Integrate Soft Branding
Performance improves when ads feel native. Use soft introductions and value-first messaging.
Use Case: A beverage brand used calming animation and low-key brand reveals, tripling click-throughs.
Case Study: A U.K. Nutrition Brand Uses Smart Targeting
Targeting white-collar professionals in Tier 1 cities, the brand ran Baidu programmatic with dynamic creatives focused on “mid-day energy.” CTR rose by 42%, and CRM subscribers increased by 29% over 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!
info@pltfrm.cn
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