(Source: https://pltfrm.com.cn)
Introduction
In China’s saturated digital landscape, the ability to stand out visually and contextually is critical. Traditional banner ads no longer deliver meaningful engagement; instead, the rise of short-form, interactive, and immersive ad formats is leading the charge. Overseas brands must embrace formats that not only align with platform norms but also spark curiosity and encourage interaction. This article outlines the most effective creative ad formats currently driving performance on China’s top platforms.
1. Full-Screen Takeover Ads With Emotional Hooks
1.1 Douyin and Kuaishou Open-Screen Ads
These full-screen ads appear upon app launch and offer 3–5 seconds to make an impression. When combined with emotional storytelling or striking visuals, they can trigger strong recall and immediate action.
1.2 Time-Sensitive Visuals
Using countdowns or flash sale alerts in open-screen formats prompts urgency. Many beauty and electronics brands leverage this format to announce limited-time offers with strong CTA buttons.
2. Vertical Video Series With Episodic Hooks
2.1 Content-Led Mini Series
Brands now create episodic videos—featuring relatable characters or storylines—to keep users engaged across multiple sessions. This format performs particularly well on Bilibili and Douyin.
2.2 Native Ad Insertion in Content
Episodic content often embeds subtle product placements or emotional brand cues rather than overt promotion, resulting in higher retention and shares.
3. Immersive Product Discovery Through Scroll-Based Ads
3.1 Scroll-to-Reveal Mechanics on Weibo
On mobile, scrollable ads that “unfold” more content as users move down the screen create intrigue. These formats mimic storytelling experiences and are ideal for brand launches or product narratives.
3.2 Layered Product Information
Within these scroll ads, users encounter product specs, benefits, and lifestyle visuals in sequence—helping them move through the awareness and consideration stages in one motion.
4. Smart Feed Ads With Dynamic Content Adaptation
4.1 AI-Powered Feed Matching
Platforms like Alimama now offer dynamic feed ads that adapt image, CTA, and product info based on the user’s browsing behavior, location, and time of day—automatically optimizing engagement.
4.2 Multi-Creative Testing
Instead of launching a single static ad, brands can test up to 10 variations and let the algorithm decide which version performs best in real time.
Case Study: A Nordic Outdoor Gear Brand Goes Episodic on Bilibili
To reach China’s millennial and Gen Z explorers, a Nordic outdoor brand launched a Bilibili mini series titled “Hike the Unknown.” Each episode featured scenic trails in China and casual gear recommendations. The campaign inserted dynamic ads into the viewing interface, and a branded hashtag challenge followed. Over 4.5 million views were recorded across six episodes, with a 2.6x lift in product page traffic during the campaign window.
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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