SHANGHAI, December 1, 2011 / PRNewswire-Asia/ -- In consideration of the inevitable trend of the convergence of telecommunication networks, cable TV and the web in China, online video continues to draw increasing attention. Online video advertising revenue is expected to continue growing at more than 50 per cent over the next two years while the online video market is estimated to reach approximately RMB12 billion (US$1.8 billion) in 2014, according to iResearch. More and more advertisers have turned their attention to online video advertising and to use it as a complement to their television ad campaigns.
Despite the inexorable trend of the convergence of TV and the web, advertisers face challenges such as how to properly plan and allocate their advertising budgets and how to get the best results from cross-media advertising on a limited budget.
AdChina, a leading China-based integrated internet advertising platform, is committed to helping advertisers get the best results through proper advertising allocation. The firm held a press conference titled "Unlimited Possibilities for Limited Budgets -- AdChina eTV2.0 Product Release" in Shanghai on November 30, 2011. AdChina eTV2.0 is an intelligent cross-media advertising planning system, allowing effective integration of TV and online advertising. With a focus on maximizing the number of cross-media viewers, the system can build a data model which attracts a large number of both TV and online video viewers and predicts targeted viewers' emotional and intellectual engagement and recollection of specific advertising campaigns. AdChina eTV2.0 is an effective solution that optimizes budgets while maximizing brand awareness for advertising agencies and advertisers.
According to data from the 2011 China Marketing and Media Study (CMMS), a person watches on average two hours of video online daily. The 15 to 34 year-old segment, in particular, per day watch 2.06 hours of video online daily whereas their TV watching averages only 2.56 hours. For this age segment, an increase in online video placement is able to raise media reach rate by five to six percent, justifying online's significant complementary role. "AdChina's introduction of the eTV2.0 cross-media advertising planning system at this time provides access to the synergistic benefits from combining online video and television into one campaign," said AdChina Chief Marketing Officer, Celia Tong.
The introduction of AdChina eTV2.0 overcomes the obstacles of television and web cross-media integration, providing an advertising placement plan where the result of one plus one is greater than two. The system makes use of an efficient cross-media prediction module that uses TV advertising terminology to compare the results of web advertising placement and to use those results to plan future campaigns. The system extends the reach for advertisers without adding to or even reducing available budget, and, generally, shrinks costs for advertisers while maintaining the same amount of coverage.
In addition, AdChina eTV2.0 comes packed with several unique features: stats that are based on real online advertising data and differentiates between placement parameters and costs when ads are actually placed; a large sample that models the data convergence of television and Internet advertising, with the annual sampling size exceeding 80,000; and the capability to differentiate among demographic groups, taking into account different media consumption habits based on demographics, on categories of users and on lifestyle preferences. Based on target parameters provided by the advertiser, the system tools are able to automatically generate the coverage rate curve, recommend the budget needed for every level of coverage, and facilitate a more efficient decision-making process.
"With a deep understanding of their consumer demands and thought processes, AdChina is able to predict what the customers want even before the customer has decided, anticipate their needs as well as the questions they will likely have so one can be prepared to resolve them, all in an effort to maximize the effectiveness of the advertising campaign," said AdChina Chief Marketing Officer, Celia Tong.
Today, AdChina leverages cloud computing technologies to provide supply-side and demand-side platform services throughout the industry value chain. On the supply-side (online media), AFP (AdManager For Publisher), designed for online media advertising management, draws on AdChina's years of experience in managing of advertising campaigns and helps media owners improve their operational efficiency and maximize advertising revenue through reliable inventory management, intelligent delivery technologies and accurate data reporting. On the demand side, AdChina's platform is designed for advertisers and their agencies. It includes the Digital Automation System (DAS), the Demand-Side Platform (DSP) and the Data Management Platform (DMP). These systems incorporate workflow management, planning desk and trading desk, multi-source audience & data management functions and analytics. The systems largely simplify the process from planning to media buying. They enable audience-based buying, systemized media planning, and multi-dimensional in-depth measurement and analytics. In addition, the systems collect non-PII brand audience information, integrate 1st party and 3rd party data to optimize the advertising effectiveness. Advertisers and agencies can choose from the independent and connected platforms, mixing and matching features to meet their demands.
About AdChina
AdChina is China's leading integrated internet advertising platform. A leader in online advertising space in China, AdChina provides the technology platform and creates the marketplace for publishers, agencies/advertisers, as well as other third party players with a comprehensive range of digital advertising technologies, online user data solutions, and audience management systems. By end of Q2 2011, on a monthly basis, AdChina platforms have access to over 430 million or ~90% of total Chinese internet users across PC internet and mobile internet. AdChina was founded in Silicon Valley in 2007.
