(Source: https://pltfrm.com.cn)
Introduction
China’s digital ecosystem demands a unique approach to programmatic advertising. With walled gardens like Tencent, Alibaba, and ByteDance controlling their own data and ad delivery, global strategies often fall short. For overseas brands to succeed, programmatic campaigns must be adapted to local ad networks, consumer behaviors, and compliance standards. This article details how to execute China-friendly programmatic ad campaigns that meet both performance goals and regulatory requirements.
1. Localize Strategy for China’s Platform Silos
1.1 No Universal Platform Access:
In China, each major internet company runs its own DSP and media network. Ads on WeChat (Tencent) won’t reach Baidu users or Douyin audiences (ByteDance). Allocate spend according to your brand’s customer segments and regional presence.
1.2 Platform-Specific Campaign Structure:
Create tailored campaigns for each DSP. For example, a SaaS brand might use Baidu DSP to target business-intent searches, while Alibaba’s Tanx focuses on product-based retargeting during shopping festivals.
2. Align Creative Execution with Local Trends
2.1 Short Video and Splash Ads Drive Performance:
China’s mobile-first population responds well to short video, native interstitials, and in-app splash screens. These formats outperform traditional banners and allow for higher interaction rates.
2.2 Trend-Responsive Design:
Incorporate trending elements like popular slang, national holidays, or viral sounds. Updating ad creatives regularly based on social trends ensures continued relevance and engagement.
3. Use Precision Targeting Without Overstepping Privacy Rules
3.1 Rely on First-Party and In-Platform Data:
Instead of tracking across platforms, rely on user behavior within a single ecosystem (e.g., content views in Tencent Video, or search history in Baidu). This ensures targeting accuracy while staying compliant with China’s data laws.
3.2 Dynamic Creative Optimization (DCO):
Use DCO tools offered by major DSPs to automatically adjust ad creatives based on time of day, user profile, or geographic location. This level of automation improves click-through rates with minimal manual input.
4. Integrate Seamlessly With Local Sales Channels
4.1 Drive Traffic to Native Stores and Mini Programs:
Rather than directing traffic to a brand’s global site, use in-app Mini Programs, Tmall stores, or JD landing pages optimized for Chinese user expectations. Faster load times and local payment options increase conversion rates.
4.2 Embedded Tracking and CRM Sync:
Use QR-code-based analytics and WeCom CRM to capture leads, track interactions, and push follow-up messaging in compliance with China’s PIPL standards.
5. Test and Optimize With Local Metrics in Mind
5.1 Platform Benchmarks Are Key:
Average CTRs, CPMs, and bounce rates differ significantly from global markets. For example, splash screen ads on Douyin average 1.5–2.0% CTR, while banner ads on Tencent may average 0.5–0.8%. Use these as benchmarks to evaluate your campaign performance.
5.2 Campaign Iteration Every 7–10 Days:
Due to the fast content cycles in China, update ad creatives and test new formats weekly. Relevance decays quickly—especially on short video platforms like Douyin and Kuaishou.
Case Study: A Swiss Language App Gains 2x Conversion on ByteDance DSP
A Swiss edtech company promoting its Mandarin learning app used ByteDance DSP to target urban Gen Z users on Douyin and Toutiao. The brand created localized short videos with Chinese idioms and cultural references, directing traffic to a WeChat Mini Program trial funnel. By using ByteDance’s DCO capabilities and syncing trial user data with their WeCom CRM, they doubled their conversion rate in under six weeks, all while staying within a modest programmatic ad budget.
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
www.pltfrm.cn
