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Introduction
In China’s fast-evolving digital ad ecosystem, automation alone won’t win conversions—creative execution plays a pivotal role. For overseas brands running programmatic campaigns, localized, intelligent, and data-responsive creatives are critical. This article unpacks the key design principles and optimization techniques that enhance programmatic performance across platforms like Tencent Ads, Baidu DSP, and Alibaba’s Tanx.
1. Use Creative Data to Shape Strategy
1.1 Analyze Visual Engagement Metrics:
Use eye-tracking heatmaps and scroll-depth data to identify which parts of your creative draw attention. Visual placement and hierarchy should follow Chinese reading flow—top-down, right-left.
1.2 Leverage Creative Score Feedback from Platforms:
Platforms like Alimama and Tencent Ads provide real-time scores on ad relevance, clarity, and aesthetic appeal. Adjust creatives based on these scores to improve programmatic delivery rates.
2. Focus on Real-Time Personalization
2.1 Audience-Based Creative Triggers:
Design assets that change based on gender, time of day, or shopping behavior. For instance, show skincare routines to female users in the morning, and night cream promos in the evening.
2.2 Retarget with Familiar Visuals:
Use consistent visuals for retargeting—such as the same product packaging or model—to strengthen brand memory and lower friction in the conversion path.
3. Prioritize Mobile-First, Gesture-Friendly Design
3.1 Optimize for Gesture-Based Engagement:
In China, many users interact via swipes, long presses, and shake-to-unlock motions. Incorporate call-to-actions that encourage these gestures, increasing ad interaction rates.
3.2 Test Responsive Ratios:
Avoid one-size-fits-all assets. Build creatives in various ratios (9:16 for Douyin, 4:3 for WeChat articles, 1:1 for Xiaohongshu) and use platform-specific ad preview tools to simulate delivery.
4. Integrate Rich Media and Mini-Experience Ads
4.1 Use Rich Media to Increase Time-on-Ad:
Incorporate micro-animations, gamified banners, or carousel formats that prompt user participation. These formats often score higher on engagement metrics in Tencent and Baidu DSPs.
4.2 Test Mini Program Entry Creatives:
Embed Mini Program CTAs inside creatives. For ecommerce brands, this allows instant product browsing or coupon redemption without leaving the ad experience.
5. Build a Testing Framework for Creative Learning
5.1 Create a Version Matrix:
Develop three variations per ad—one control, one with a localized message, and one with an experimental visual. Test each across different time slots and audience types.
5.2 Document Learnings Across Campaigns:
Use centralized creative logs or SaaS dashboards to record what works across platforms. Over time, this builds a high-performing creative library for future programmatic deployment.
Case Study: U.S. Electronics Brand Unlocks Engagement via Rich Media
A U.S. smart home device brand launched its first China campaign via Tencent DSP. The initial static display ads performed poorly. After switching to a rich media ad that let users rotate a 3D model of the device and unlock a WeChat coupon by “shaking” the phone, average session time jumped by 270%. The campaign’s CPA dropped by 38%, and daily impressions increased due to better platform scoring.
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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