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Introduction
In China’s fast-paced digital ecosystem, video consumption is exploding—and with it, the demand for more intelligent advertising solutions. Programmatic video advertising has become the cornerstone of scalable, targeted brand reach. For overseas brands, leveraging China’s leading programmatic platforms means combining real-time data with immersive content formats to boost ROI. This article explores how to navigate and deploy China’s programmatic video ad tools for measurable business results.
1. Core Platforms Driving Programmatic Video in China
1.1 Tencent Marketing Solutions (TMS)
- Overview: TMS offers programmatic access to Tencent’s massive ecosystem, including WeChat, QQ, and Tencent Video.
- Advantage: Brands can tap into user social graphs and video behavior to deliver hyper-targeted messaging.
1.2 Baidu and iQIYI Union
- Strategy: Baidu’s DSP integrates with iQIYI’s premium content inventory, offering intent-driven video placements.
- Benefit: Ideal for performance campaigns where audience search behavior aligns with ad delivery.
2. Targeting Capabilities for Precision Outreach
2.1 Real-Time Bidding (RTB) Optimization
- Mechanism: Algorithms adjust bids based on user engagement probability and platform inventory availability.
- Impact: Reduces wasted impressions and maximizes returns by focusing on high-value audiences.
2.2 Behavioral and Contextual Segmentation
- Insight: Platforms segment users by viewing history, shopping habits, and app usage.
- Action: Advertisers can adjust messaging and visuals depending on whether users are in awareness or purchase stages.
3. Creative Formats That Boost Engagement
3.1 Interactive Short Videos
- Example: Clickable overlays, scroll-triggered CTA buttons, and gamified visuals.
- Use Case: Effective for Douyin and Kuaishou audiences accustomed to swiping and tapping through content.
3.2 Pre-Roll and Mid-Roll Targeting
- Format: Smart insertion of 5–15 second brand videos before or during high-traffic content.
- Strategy: Combine emotional hooks with direct offers to drive engagement without causing drop-off.
4. Performance Tracking and Retargeting
4.1 Dynamic Retargeting with Video
- Tool: Retarget users based on partial views, click-throughs, or abandoned carts.
- Result: Re-engages warm leads while minimizing ad fatigue.
4.2 Attribution Tools
- Implementation: Use UTM parameters, embedded conversion pixels, and cross-device IDs to track performance across platforms.
- Value: Helps optimize spend in real-time and tie video views directly to ecommerce outcomes.
Case Study: Italian Fashion Brand Boosts Sales with iQIYI Ads
An Italian fashion brand aiming to launch its new seasonal line in China used iQIYI’s programmatic video suite to target 25–35-year-old urban professionals. The campaign featured pre-roll videos during high-drama TV series and retargeting sequences for product categories viewed on their WeChat Mini Program. The result: a 300% increase in store traffic and a 2.8x ROI on media spend within 30 days of launch.
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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