theTradeDesk-2019年中国营销调查报告（英文）-2019.9-27页_10mb

The Trade Desk 2019 Marketing in China Study Summary

Core Content

The Trade Desk's 2019 Marketing in China Study highlights the growing importance of China as a key market for global brands and the role of programmatic advertising in capturing this opportunity. The study, conducted by Forrester Consulting on behalf of The Trade Desk, surveyed 300 marketing leaders across North America, APAC, and EMEA, revealing significant trends and opportunities in the Chinese digital advertising landscape.

Main Findings

• China as a Growth Opportunity:

  • 92% of global marketing leaders consider China either their biggest or a significant growth opportunity.
  • 88% of global marketing leaders believe China is very important or critical to their growth.
  • 51% of global marketing leaders will spend over $100 million USD on digital media in China in 2019, with 83% expecting a 10% or more increase in spend.

• Digital Advertising in China:

  • China has 829 million internet users and is projected to reach 1 billion by 2020.
  • Digital ad spend in China is $80 billion in 2019, growing at 22%.
  • 67% of consumers in China are willing to share data in exchange for personalized services, compared to 40% in the UK and Germany.

• Programmatic Advertising Importance:

  • 75% of global marketing leaders believe it is very important to work with an independent ad-buying partner.
  • 76% of global marketing leaders are likely to move their media investments to a global partner that operates in China.
  • Programmatic media is seen as critical for delivering revenue and engaging customers efficiently.

Key Features of The Trade Desk's China Offering

• First Global Programmatic Platform in China:

  • The Trade Desk is the first global programmatic planning and buying platform to provide access to premium inventory from major Chinese media players: Alibaba, Baidu, iQIYI, and Tencent Marketing Solution.
  • It enables brands to buy audience-based, digital advertising programmatically in China and globally through a single demand-side platform.

• Global Standards and Transparency:

  • Offers global-standard data targeting, measurement, brand safety, and fraud protection.
  • Provides end-to-end management of government data requirements and creative approvals.

• Technical and Strategic Integration:

  • Took over three years of planning, negotiations, technical development, and data/inventory integration.
  • The platform is designed to bridge the Chinese and global internets, with seamless global solution compliance and infrastructure.

Inventory Partners

• Alibaba Group/Youku:

  • One of China's largest video platforms with over 1.2 billion video views per day.
  • Acquired by Alibaba in 2016.

• Baidu Exchange Service:

  • Originally China's primary search engine, now with a massive app boasting 2 billion users globally.

• iQiyi:

  • China's No. 2 entertainment app with 600 million MAUs.
  • Offers original and licensed video content and games.

• Tencent Marketing Solution:

  • The world's most valuable social network and largest gaming company.
  • No. 1 app store in China.

Data and Partnerships

• Data Partners:

  • Integrates with top data and brand safety partners such as InMobi, Grapeshot, RTBAsia, and AdBug.
  • These partners provide audience targeting, fraud protection, brand safety, and viewability guarantees.

• Key Capabilities Required:

  • 58% of marketing leaders require multichannel coverage.
  • 55% require local data.
  • 40% require fraud protection.
  • 39% require viewability guarantees.

Strategic Benefits

• Access to Local Audience Insights:

  • The Trade Desk provides access to hundreds of segments and over 700 million active devices.
  • Allows for the creation of custom segments to target exact needs.

• Global Efficiency and Safety:

  • Offers global efficiencies, safety standards, and a protected place to activate first-party data.
  • Enables brands to manage campaigns centrally and gain unified insights.

Getting Started

• Beginners:

  • Discover your China audience through personas, behaviors, and sizing.
  • The Trade Desk provides a platform to test the waters or expand China presence.

• Experts:

  • Activate first-party data and gain new insights from across all major Chinese media.
  • The Trade Desk offers a range of benefits including seamless global solution, data privacy, brand safety, and real-time measurement.

Summary of Benefits

Conclusion

The Trade Desk's China programmatic platform is a strategic tool for global brands aiming to expand into or enhance their presence in the Chinese market. It offers transparency, access to premium inventory, and global-standard data and insights, making it an essential partner for brands looking to capitalize on the growing digital market in China.