(Source: https://pltfrm.com.cn)
Introduction
Display advertising remains one of the fastest ways for cross-border brands to build visibility in China. But with no Google Display Network and limited interoperability across platforms, success depends on understanding China’s fragmented media landscape. To reach Chinese consumers efficiently, brands must partner with ad networks that offer both precision and scalability across popular Chinese web and app environments. This article outlines key strategies and platforms to help global brands tap into high-performing display ad services in China.
1. Choose Integrated Ad Solutions Within Ecosystem Giants
Leverage ByteDance for full-screen banners and splash ads
ByteDance’s ecosystem—Douyin, Toutiao, Xigua—offers a high-traffic environment for immersive display formats that blend with video content and in-feed recommendations.
Capitalize on commerce integration through TikTok China tools
Cross-border brands using Douyin for awareness can redirect users to Tmall Global pages, livestream rooms, or QR-based Mini Programs with seamless ad formats.
2. Run Commerce-Driven Display Ads on Alibaba’s UC Ads
Place display units across Tmall, Youku, and UC Browser
UC Ads delivers rich media formats—including carousel banners and click-to-buy ads—that connect users to ecommerce environments in one click.
Target by browsing behavior and ecommerce intent
UC Ads uses Alibaba’s Uni ID to track behavior across platforms, enabling personalized display ad targeting based on category affinity, brand loyalty, or price sensitivity.
3. Use Third-Party DSPs for Omnichannel Display Targeting
Platforms like iPinYou and Miaozhen offer broader web coverage
These DSPs give access to hundreds of media partners beyond Tencent and Alibaba, including news, video, lifestyle, and finance platforms that attract niche B2C audiences.
Control bidding, frequency, and A/B testing in real time
Cross-border brands can customize budget pacing, cap ad fatigue, and rotate messaging to optimize campaigns across channels and cities.
4. Integrate Display Ads With CRM and Mini Program Journeys
Drive clicks to gated offers or loyalty programs
Brands can use banner ads to link users into WeChat Mini Programs, where conversion offers, quizzes, or member-only bundles drive long-term engagement.
Retarget users based on QR scans, form fills, or abandoned carts
Once captured, user data can be matched with ad network cookies or IDs for retargeting—reinforcing touchpoints and increasing repeat visibility.
Case Study: Scandinavian Nutrition Brand Boosts Awareness With ByteDance + UC Ads
A wellness supplement company from Sweden used ByteDance splash ads to drive category awareness, targeting early risers and fitness users in Tier 2–3 cities. They layered this with UC Ads linking to their Tmall Global page, achieving 12.4 million impressions and over 18,000 product page visits. CRM opt-ins via embedded Mini Program rose 36% during the campaign period, driven by QR-based display ad retargeting.
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!
