Yang Tong, vice-president of Amazon China, pointed out that generative AI will become a creative tool used by advertisers in their daily lives in 2024.
亚马逊中国区副总裁杨彤指出，2024年，生成人工智能将成为广告商日常生活中使用的创意工具。
"Among all the important trends, we are seeing Chinese advertisers most advanced in performance marketing.
“在所有重要趋势中，我们看到中国广告商在绩效营销方面最为先进。
"I think the reason why we are able to have our advertisers go to the global market is actually we are helping them to target the right user segment, and select the right creatives in each market," Ahn said.
安说：“我认为，我们之所以能够让广告商进入全球市场，实际上是因为我们正在帮助他们瞄准合适的用户群体，并在每个市场选择合适的创意人员。”。
Amazon Ads: Active Chinese advertiser accounts soar 13-fold compared to 2017As an increasing number of Chinese enterprises expand their presence in overseas markets to seek new growth drivers, advertising has become an important driving force in helping going-global enterprises achieve revenue growth and build their brands, said US tech company Amazon.
亚马逊广告：美国科技公司亚马逊表示，与2017年相比，活跃的中国广告商账户增长了13倍。随着越来越多的中国企业扩大在海外市场的业务，寻求新的增长动力，广告已成为帮助走出去的企业实现收入增长和品牌建设的重要推动力。
As of June 2023, the number of active Chinese advertiser accounts on Amazon was more than 13 times compared with early 2017, according to Amazon Ads.
根据亚马逊广告的数据，截至2023年6月，亚马逊上活跃的中国广告商账户数量是2017年初的13倍多。
The number of active Chinese advertiser accounts in various marketplaces such as Poland, Sweden, Saudi Arabia, Mexico, the Netherlands, Singapore, the United Arab Emirates and Brazil increased by more than 40 percent year-on-year in June.
6月份，波兰、瑞典、沙特阿拉伯、墨西哥、荷兰、新加坡、阿拉伯联合酋长国和巴西等多个市场的活跃中国广告商账户数量同比增长超过40%。
These brand owners are also active advertisers with a strong sense of brand-building, making full use of the multiple advertising products provided by Amazon Ads to improve brand awareness and boost product sales.
这些品牌所有者也是积极的广告商，具有强烈的品牌建设意识，充分利用亚马逊广告提供的多种广告产品来提高品牌知名度，提高产品销量。
As of June 30, the number of active Chinese advertiser accounts on at least one video ad format surged more than 30 percent year-on-year.
截至6月30日，至少有一种视频广告形式的活跃中国广告商账户数量同比激增30%以上。
It has sped up localization efforts by establishing training systems and providing courses to help more Chinese cross-border advertisers improve their marketing capabilities.
它通过建立培训系统和提供课程来加快本地化工作，帮助更多的中国跨境广告商提高营销能力。
Notably, in the second quarter, revenue from Tencent’s online advertisement saw robust growth with a 34 percent year-on-year rise to 25 billion yuan, and it claimed that ads spent on its short-video platform grew at a “double-digit year-on-year rate from every major advertiser category, except transportation”.
值得注意的是，第二季度，腾讯在线广告收入强劲增长，同比增长34%，达到250亿元，并声称其短视频平台上的广告支出“除交通外，所有主要广告商类别的广告支出都以两位数的同比增长率”增长。
"PubMatic, a sell-side advertising platform that runs real-time automatic advertising transactions, allows app developers and publishers to sell ad inventory to advertisers across media, including connected TV and mobile apps.
“PubMatic是一个运行实时自动广告交易的卖方广告平台，允许应用程序开发商和出版商通过媒体向广告商出售广告库存，包括联网电视和移动应用程序。
I would like to see TV hardware manufacturers continue to innovate, (as they) have access to huge audiences and can build software layers that provide value to consumers and advertisers.
我希望看到电视硬件制造商继续创新，（因为他们）能够接触到大量受众，并能够构建为消费者和广告商提供价值的软件层。
The report, released by GroupM — a media investment company owned by global advertisement and public relations agency WPP — attributed TikTok's success to decreasing demand from advertisers for its rivals like Meta and Snap.
这份由全球广告和公关机构WPP旗下的媒体投资公司GroupM发布的报告将TikTok的成功归因于广告商对Meta和Snap等竞争对手的需求减少。
"Advertisers are beginning to move away from Meta and YouTube and toward TikTok to reach their vast follower base," said Maria Rua Aguete, senior director in Omdia's media and entertainment practice group.
Omdia媒体和娱乐实践小组的高级主管Maria Rua Aguete表示：“广告商开始从Meta和YouTube转向TikTok，以扩大其庞大的粉丝群。”。
"Omdia said TikTok has gained in popularity among young consumers, a sought-after demographic by advertisers.
Omdia表示，TikTok在年轻消费者中越来越受欢迎，这是广告商追捧的人群。
This is a platform which offers a huge audience reach and potential to advertisers which cannot be ignored," Aguete said.
这是一个为广告商提供巨大受众范围和潜力的平台，不容忽视，”Aguete说。
"Over half of AppsFlyer's customers in China are game advertisers, both in terms of quantity and the revenue they bring to the company, he said.
他说：“无论从数量还是给公司带来的收入来看，AppsFlyer在中国超过一半的客户都是游戏广告商。
"The three Chinese advertising platforms climbed the ranks rapidly, partly because it is convenient for Chinese advertisers to communicate with them.
“这三个中国广告平台的排名迅速攀升，部分原因是中国广告商与它们交流很方便。
But it also reflects that these platforms, which have amassed sizable user bases, started ramping up the push to turn traffic into revenue," Wang said, adding that they are still in the early stages and the traffic is not expensive, which encourages both Chinese and foreign advertisers to spend money marketing their products on these platforms.
但这也反映出，这些平台已经积累了相当大的用户基础，并开始加大力度将流量转化为收入，”王说，并补充说，它们仍处于早期阶段，流量并不昂贵，这鼓励了中国和外国广告商在这些平台上花钱营销他们的产品。
"In the past year, many Chinese game advertisers want to crack the Japanese market, which is mature and features high-value users," Wang said, adding the company's report shows Japan's gamers are very loyal, and its seven-day retention rate of gamers is above 10 percent across all gaming sub-categories and platforms.
王说：“在过去的一年里，许多中国游戏广告商都想打入日本市场，因为日本市场已经成熟，拥有高价值用户。”他补充道，该公司的报告显示，日本的游戏玩家非常忠诚，其所有游戏子类和平台的游戏玩家七天留存率都在10%以上。
"Last year, the gaming Chinese advertisers who expanded in Latin America showed an obvious growth trend.
“去年，在拉丁美洲扩张的中国游戏广告商呈现出明显的增长趋势。
It includes advertisers in the marketing analytics segment that are mostly mobile app developers.
它包括营销分析领域的广告商，这些广告商大多是移动应用程序开发商。
Under the trend of more refined advertising, AppsFlyer can help advertisers determine which campaigns are successful, where and when-serving as a go-to resource for deciding how to select efficient distribution platforms for advertisers.
Through our partnerships with 5,000 media sources and technology integrations, we can help marketers and advertisers achieve their goals in practically every corner of the globe.
At the same time, retention continues to be a major challenge for Chinese advertisers with only 4-5 percent of their acquired users sticking around after 30 days.
We also plan to continue to develop a robust platform for domestic Chinese advertisers.
We only represent our clients' interests-the marketers, advertisers and developers.
Rather than dump this surplus data, tech companies realized they could use information from growing numbers of users to offer advertisers - their real customers–near-perfect predictions of individuals' needs and desires.
Google will limit advertisers from undue tracking of users' browsing activities online and require ads to offer transparency, choice and control, he said.
Google said it is committing to a new level of ads transparency with a new open-source browser extension, which will display for users information about different intermediaries involved in targeting a given Google ad, such as those between the advertiser and publisher.
A report from marketing data technology company AdMaster said about 40 percent of Chinese consumers have been influenced by KOLs in making purchasing decisions and cooperation with KOL becoming the most popular marketing way of advertisers in China.
Nielsen and Suning are also planning to launch YiTou Cube, a big data solution that aims to provide advertisers with the measurement tools and solutions needed to evaluate and optimize advertising performance across internal media platforms on Suning.
As advertisers in China are looking for mobile-first environment, which echoes to what Taboola is doing, Singolda believes China can be a crucial part of Taboola's journey since the company is "so well invested in deep learning and AI.
Kuaizi, an artificial intelligence or AI-enabled creative platform under Withinlink's portfolio, can provide advertisers with various creative plans based on users' prefer-ences.
Advertisers will eventually skip the large agencies and go directly to the smaller companies," she said, suggesting that cooperation or even acquisition of smaller, niche players with specific expertise or specialization is the right way out for large corporations.
The media industry can expect global advertisers to spend $2.4 billion in total this year and the brands are expected to reach 3.5 billion global audiences at World Cup 2018, CNBC reported.
"Advertisers are showing interest, although sometimes it's hard to tell whether it's pure content or advertisements that you are viewing.
The wide coverage of 5G networks also provides advertisers with a mature, stable and enormous end-user market, the report stated.
Eyeballs are expected to translate into advertising revenue for content producers and TV channels, and convert viewers into potential consumers for advertisers.
Advertisers on the program include Kispa laundry detergent, a brand of Guangzhou Liby Enterprise Group Co Ltd; Ganten, a premium bottled water brand in China; and the healthcare and medicines unit of Tmall, a major e-commerce platform of Alibaba Group.
The report said mobile devices remained a top choice of investment in terms of marketing channels for advertisers.
About 67 percent of advertisers said they will increase investment in marketing on mobile devices, and 25 percent of advertisers will raise spending in marketing on personal computers.
According to the report, about 78 percent and 75 percent of advertisers are willing to increase spending in marketing integrated in short videos and social media platforms, respectively.
Over half of advertisers are willing to increase marketing spending on e-commerce and live-streaming.
Transactions made through livestreaming broadcasts accounted for 4.5 percent of the country's $2 trillion e-commerce market last year, but doubled in volume from the previous year, attracting advertisers.
A survey by marketing companies AdMaster and TopMarketing found that more than 66 percent of advertisers said they preferred to conduct sales through internet celebrities and online influencers.
Most advertisers postponed marketing events or cut budgets due to declines in domestic consumption and operational delays amid the outbreak.
The annual marketing outlay among advertisers may have shrunk by between one-third and a half, which will lower the overall output value of the sector this year, said Ding Junjie, dean of the National Institute of Advertising at the Communication University of China.
Invalid traffic affecting the internet advertising market has directly caused 26 billion yuan ($3.8 billion) in losses for advertisers in China in 2018, according to Miaozhen Systems, a third-party provider offering data technology and measurement science-based enterprise solutions.
This has not only led to huge losses for advertisers, but also damaged the credibility of the industry as a whole.
Miaozhen Systems has done in-depth studies and statistical analysis of advertising activity monitoring data in the past year, and compiled the 2018 Annual Report on China Digital Advertising Invalid Traffic in order to provide an effective reference for advertisers.
However, as Miaozhen Systems found, 28.1 percent of ads that advertisers had originally purchased were not served to the specific variety shows or drama series.
According to Chan, this is because vertical publishers or content providers are usually commissioned to get a larger audience base to help their clients (with transactions based on a CPM, or cost per thousand, buying model), while the advertisers aim for customer conversion, which can pose a dilemma.
A report from marketing data technology company AdMaster, released this Thursday, said cooperation with key opinion leaders, or KOL, has become the most popular marketing way of advertisers in China.
The report from AdMaster also show that advertisers now value KOLs who can offer real reviews instead of giving fake praise.
Mobile marketing is turning out to be a top priority for advertisers in China and will drive up to 80 percent of all digital advertising spend by 2019, recent reports said.
"Advertisers have certainly noticed the increasing phone penetration in Chinese people's everyday life and want to make full use of it.
The year witnessed the rise of social media platforms and video platforms, which increased the avenues available for digital advertisers.
An AdMaster report showed that 79 percent of advertisers will increase their digital marketing budget in 2019, with an average growth of 20 percent, and 81 percent of advertisers surveyed were willing to increase their mobile marketing budget.
In comparison, only 11 percent of advertisers surveyed were willing to increase budgets for e-advertising in conventional PC format, while 28 percent said they would raise budget for advertising via smart television.
Besides, over 50 percent of advertisers will employ KOLs, or key opinion leaders, to advertise through short-form videos or livestreaming channels for social marketing.
"Advertisers' preferences totally make sense.
They have well-established mechanisms to attract and retain audiences, and are developing cash-in systems to better serve both advertisers and social media influencers," Chen said.
Kuaishou, Douyin, and Meipai have their official sub-platforms for advertisers and celebrities as part of their businesses, and offer services like data analysis and resource sharing.
Advertising sees tectonic shift toward online channels for the consumer mindFor advertisers and marketers, China's still-evolving digital landscape has suddenly become the holy grail.
Advertisers never had it so good in the digital space.
From the advertiser's perspective, that is a virtual bonanza.
Such events are considered marketing manna for advertisers and money-spinners for broadcasters.
The lawsuit says "Google has thwarted meaningful competition and deterred innovation in the digital advertising industry, taken supra-competitive profits for itself, prevented the free market from functioning fairly to support the interests of the advertisers and publishers who make today's powerful internet possible.
The report, which was released by GroupM, a media investment company owned by global advertisement and public relations agencyxa0WPP, linked TikTok's success to the decreasing demand from advertisers for its rivals such as Meta and Snapchat.
"Advertisers are beginning to move away from Meta and YouTube and towards TikTok to reach their vast follower base," said Maria Rua Aguete, senior director in Omdia's media and entertainment practice group.
"This is a platform which offers a huge audience reach and potential to advertisers which cannot be ignored".
Omdia said TikTok has gained popularity among young consumers, a sought-after demographic by advertisers.
The increasingly digitalized way of life in China is also prompting advertisers, including carmakers, to spend more online.
The core point is to use deep learning algorithms to mine valuable information based on sports data, so as to improve performance of athletes and coaches, management capability of sports administrators, and decision-making of stakeholders like advertisers, marketers, broadcasters and sponsors.
He pointed out that China's mobile marketing is an innovation that has changed communications and how companies and advertisers are communicating with users.
Marketing investment in China is expected to grow in 2022 despite the impact of the COVID-19 epidemic, as advertisers have confidence in doing business in China, a report showed.
The report surveyed 270 advertisers from over 20 industries, including food and beverage, cosmetics and medical health.
About 54 percent of advertisers surveyed said they will put more investment into the Chinese market, 10 percent of whom said they will greatly increase marketing expenses, the report showed.
A total of 73 percent of advertisers said they will increase marketing expenses on the internet, while 25 percent will put more advertisement on outdoor screens and 19 percent will increase advertising on smart TV services, the report showed.
Among digital media, short videos, social networking platforms and e-commerce are most popular among advertisers.
The guideline covers the entire endorsement process, from consultation and negotiations between advertisers and spokespersons, to the release of the ads.