(Source: https://pltfrm.com.cn)
Introduction
Video advertising in China is booming, driven by programmatic technologies and platforms like Douyin and Tencent Video. With mobile users spending over five hours daily online, overseas brands have a unique opportunity to engage consumers through targeted video campaigns. This article provides actionable strategies to leverage this growth for effective localization.
1. Utilizing Programmatic Buying for Efficiency
1.1 Real-Time Bidding (RTB) Strategies
Targeted Ad Placements: RTB enables brands to bid for video ad slots on platforms like iQiyi, targeting specific demographics like urban millennials. This ensures high-intent audience reach, optimizing ad spend. Mobile programmatic ads accounted for 79.9% of programmatic outlays in 2017.Cost Optimization: RTB’s automated bidding reduces costs by prioritizing high-performing inventory. This allows brands to scale campaigns efficiently while maintaining ROI.
1.2 Supply-Side Platforms (SSPs)
Inventory Access: SSPs connect brands to premium video ad inventory on platforms like Youku and Bilibili. This ensures ads appear in high-visibility slots, boosting brand exposure. Data Integration: SSPs work with DMPs to leverage user data, refining audience targeting. This enhances ad relevance, driving higher engagement rates.
2. Creating Engaging Video Content
2.1 Short-Form Video Ads
Viral Appeal: Short-form videos on Douyin and Kuaishou, lasting 15-60 seconds, capitalize on viral trends to capture attention. These ads are ideal for brand awareness among younger audiences. Creative formats drive higher engagement. Shoppable Features: Integrating shoppable CTAs in video ads links directly to e-commerce platforms like Tmall. This streamlines the purchase journey, boosting conversions.
2.2 Localized Production
Cultural Sensitivity: Video ads must incorporate Chinese cultural elements, such as family-oriented themes or modern aesthetics. Native production teams ensure authenticity, enhancing ad appeal. This aligns with platform algorithms. KOL Partnerships: Collaborating with influencers for video content adds credibility. KOLs on Bilibili can amplify brand messages, driving trust and engagement.
3. Ensuring Regulatory Compliance
3.1 Ad Content Regulations
Legal Compliance: China’s Advertising Law requires video ads to avoid misleading claims and sensitive topics. Brands must work with local experts to ensure compliance, avoiding campaign disruptions. This protects brand reputation. Data Privacy Laws: The 2017 Cybersecurity Law mandates secure data handling in programmatic campaigns. Compliant SaaS platforms ensure data privacy while optimizing targeting.
3.2 Local Infrastructure
ICP Licensing: Hosting video ads on China-based servers with an ICP license enhances credibility and performance. This ensures faster load times and aligns with platform requirements. It’s critical for seamless ad delivery. Local Expertise: Partnering with local DSPs like Miaozhen simplifies regulatory navigation. This streamlines campaign execution for overseas brands.
4. Tracking and Optimizing Performance
4.1 SaaS-Driven Analytics
Real-Time Metrics: SaaS tools like ByteDance’s Ocean Engine provide insights into ad performance, such as view-through rates. Brands can adjust campaigns dynamically to maximize impact. This ensures efficient budget use. A/B Testing: Testing video ad variants, like different visuals or CTAs, optimizes engagement. For example, A/B testing on iQiyi can improve click-through rates significantly.
4.2 Retargeting for Conversions
Re-Engagement: Programmatic platforms retarget users who viewed ads but didn’t convert, increasing sales potential. Retargeting on Douyin can drive repeat engagement, boosting ROI. Cross-Platform Synergy: Unified tracking across Tencent, Douyin, and Baidu ensures consistent user journeys. This enhances retargeting efficiency, maximizing campaign success.
Case Study: Fashion Brand’s Bilibili Success
A French fashion brand launched a programmatic video campaign on Bilibili, targeting Gen Z consumers. Featuring KOL-endorsed 30-second videos with shoppable CTAs, the campaign achieved 1.8 million views and a 15% conversion rate in one month. SaaS analytics optimized ad placements, resulting in a 25% sales increase. This case underscores the power of targeted video advertising.
Conclusion
Scaling video advertising in China requires leveraging programmatic buying, creating engaging localized content, ensuring compliance, and tracking performance with SaaS tools. These strategies empower overseas brands to thrive in China’s dynamic market. Contact PLTFRM to transform your video ad strategy in China.
PLTFRM is an international brand consulting agency working with top-tier companies such as Red, TikTok, Tmall, Baidu, and other leading Chinese digital platforms. Our proven track record—such as achieving 97% of exports in Asia for Chile Cherries—speaks for itself. Contact us or visit www.pltfrm.cn for your free consultation, and let us help you find the best China e-commerce platform for your business.
info@pltfrm.cn
www.pltfrm.cn
