TOKYO, Sept. 21, 2016 /PRNewswire/ -- Speaking on September 20th at ad:tech tokyo 2016, one of Asia's largest digital marketing conferences, Steven Chang, Corporate Vice President of Tencent, addressed the topic "Decoding Digital China with Tech Intelligence." Chang shared insights into trends in China's Digital Advertising Market, and revealed how the strength of Tencent's platform, combined with its advanced algorithms, can help brand marketers win in the increasingly complicated and dynamic China market.
ad: tech is a global marketing conference that has been held in major cities around the world. It is where Brands, Agencies, Media and Solution Providers comes together to come to grips with the latest trends, innovations and technologies. ad:tech tokyo has grown into the largest international marketing conference in Asia. Also speaking at the event were representatives from IBM, Unilever, McDonald's, Starbucks, Fujifilm, Yahoo and LinkedIn, to name just a few.
The average Chinese person spends more than 26 hours a week online, an increase of 300% in only a decade. Consumers are increasingly spending more time on cross-platform media content, and are now enabled to make decisions for consumption more independently and conveniently.
"Tencent's powerful data ability, multiple ad-tech products and holistic-scenarios applications can help marketers get the best of both brand advertising and performance advertising so as to improve marketing efficiency and achieve better ROI," Steven pointed out in his speech.
According to Mary Meeker's Internet Trends 2016, Chinese mobile users spend 55%+ of their online time on Tencent platforms, including QQ, Qzone, WeChat, v.qq.com and Tencent News. Take a day of NBA fans as an example: fans access NBA-related information via Tencent News while having breakfast, watch live broadcasts and video on demand through v.qq.com while commuting, interact with friends via WeChat and QQ during lunch time, purchase NBA items via ecommerce platforms such as jd.com, and watch a game on TV in their living rooms at night. This enables Tencent's powerful data capabilities to actualize accurate user recognition both by demographics and behavior profiles across different channels.
By focusing on specific audiences, Tencent's multiple ad-tech products allow it to target users by their individualized interests and ad-match them accurately, further transforming interest into conversion. For example, wherever the context is right, the technology will uncover instant user interest for pushing targeted ads, thus creating precise communication without useless messages.
Tencent's comprehensive products connect holistic scenarios. Tencent data consists of both steric and dynamic data. Steric consists of fundamental characteristics, long-term interest, social preference, buying records, historical footprints, etc. Tencent's dynamic data is made up of instant interest, real-time interaction, payment habits and LBS. Combined, these data tools will provide more open, connected data, which links ad exposure to brand attitudes, consumer behavior and sales.
One good example is Coca-Cola China's "Gold Moments" campaign, the local interpretation of Coke's global "That's Gold" marketing platform for the Rio Olympics. The idea is that "gold" isn't about winning for winning's sake, it's about sharing a dream or a goal with family, friends, coaches and teachers. Leveraging Qzone's 648 million users and 11 years of social data accumulation, Coke is sponsoring the memories and turning them into Gold Moments. Out of all the participants, 30.8 million users found their Golden Moments, and out of these, 32% shared the experience through their social platforms, with a QR code of 1 billion bottles of Coke scanned by participants.
Steven emphasized at the end, "Traditional models of marketing that create big ideas have been giving way to modern marketing paradigms powered by big data. Tencent's advanced algorithms will translate into value for brands, allowing them to reach the broadest coverage of Chinese netizens. These algorithms will also help engage consumers across scenarios, and elevate pertinence by dynamic and contextual messages, so that ultimately these brands become trusted advisors to their customers."
