I have been spending 80% of my time working in Shanghai. Though the market isn’t new to me, I am still understanding how it works. On this new year day, let me share what I am curious to know:

Briefly speaking, less than 5 major Chinese Internet portals account for over 80% Internet traffic. In this media landscape, what would be the opportunity for online ad network? How could they possibly work? We as a marketing agency who do mainly the strategy, we love ad network because of its versatility that enables us to tailor-made the mix for the reach. I believe this still works for niche targeting. But what about a client product that covers a wide spectrum of audiences from 14 to 40? Because the audience target is so broad, the client’s benefit of planning for ad network seems only the low-cost remnant ad inventory. That’s it for the strategy? Well, if the client brand is so strong, I think the negotiation with the 5 major dominant online portals won’t be a tough job and the cost of ad can be so comparative against the ad network’s offer.

Talking about strategy, this supposedly should be the center of an ad plan. But I have yet come across an ad plan that can be presented as a strategy. I should say, the way most ad agencies presenting is a creative plan, not an ad strategy. There is merely general behavioral profile, no frequency and recency tactics to be presented to connect the creative. But having said that, this is how a client who seems always easily understand a strategy from looking at the bouncing graphics. The “pseudo” strategy works for China market.

If you run a boutique agency like me or an ad network, I’d like to know your comment. Happy New Year.

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