theTradeDesk-2019年中国营销调查报告（英文）-2019.9-27页_11mb

2019 Marketing in China Study Summary

Core Content

The 2019 Marketing in China Study, conducted by Forrester Consulting on behalf of The Trade Desk, highlights the growing importance of China in global digital marketing. The report outlines the opportunities, challenges, and solutions for brands looking to engage with the Chinese market through programmatic advertising.

Main Points

• Market Opportunity: China presents a massive, untapped opportunity for global brands due to its large and rapidly growing digital audience. It is a mobile-first, digital-first, and e-commerce-first market, with 829 million internet users and over 610 million online shoppers. The Chinese middle class is projected to reach 550 million by 2023 and have a purchasing power parity of $14 trillion USD by 2030.

• Digital Marketing Growth: Digital ad spend in China is expected to grow significantly, reaching $80 billion USD in 2019 with a 22% annual growth rate. Programmatic advertising accounts for 70% of digital media in China and is set to double in 2019.

• Consumer Engagement: Chinese consumers are highly engaged with digital content, especially social media, e-commerce, and video platforms. They are more willing to share data for personalized services compared to consumers in other regions, such as the UK and Germany.

• The Trade Desk's China Offering: The Trade Desk launched its first global programmatic platform to access premium inventory from major Chinese media players including Alibaba, Baidu, iQIYI, and Tencent Marketing Solution. This platform enables brands to manage campaigns, access data, and ensure brand safety and fraud protection.

• Global Standards in China: The Trade Desk's platform introduces global-standard targeting, measurement, and transparency to the Chinese market, offering a unified solution for managing media across multiple regions.

Key Insights

• Digital Marketing Budgets: Over 50% of global marketing leaders will spend $100 million USD or more on digital media in China in 2019, with plans to increase their spend by 10% or more in the coming years.

• Importance of China: 88% of global marketing leaders consider China very important or critical to their growth, with 40% of them already representing more than a quarter of their revenue from China.

• Programmatic Media Benefits: Programmatic is seen as critical for efficient customer engagement and revenue growth. Top benefits cited by marketers include customer acquisition, increased efficiency, and real-time reporting.

• Challenges in China: Brands face challenges in data accuracy, pricing, and transparency when entering the Chinese market. The Trade Desk's platform addresses these by providing seamless integration with major data and inventory partners, as well as end-to-end management of government data requirements and creative approvals.

Unique Features of the Chinese Market

• Mobile-First: 98% of internet users in China access the internet via mobile devices.
• Social and E-commerce Engagement: Social media, e-commerce, and video platforms are central to Chinese consumer behavior.
• New Media Formats: Short video apps like TikTok and Kuaishou have gained significant traction, offering new engagement opportunities.

The Trade Desk's China Platform

• Inventory Partners: The Trade Desk provides access to premium inventory from major Chinese platforms such as Alibaba, Baidu, iQIYI, and Tencent, which together represent over 2 billion monthly active users and a market valuation of almost $2 trillion USD.

• Data Partners: The platform integrates with leading data and brand safety partners, including InMobi, AlikeAudience, RTBAsia, AdBug, and Grapeshot, offering comprehensive targeting, measurement, and fraud protection.

• Benefits for Marketers:

  • Multichannel Coverage: 58% of marketing leaders require this.
  • Local Data Integrations: 55% of marketing leaders consider this essential.
  • Fraud Protection: 40% of marketing leaders highlight this as a key requirement.
  • Viewability Guarantees: 39% of marketing leaders see this as important.

• Expert Team: The Trade Desk has 52 technical and marketing experts on the ground in China, supporting brands through the complexities of the market.

Getting Started with The Trade Desk in China

• For Beginners: Brands can start by discovering their China audience through detailed personas, behaviors, and audience sizing.
• For Experts: Brands already in China can activate their first-party data and gain new insights across all major Chinese media.

Conclusion

The Trade Desk's China programmatic platform is a strategic solution for global brands aiming to capitalize on the growing digital market in China. It offers a seamless, transparent, and efficient way to access premium inventory, manage campaigns, and ensure brand safety and fraud prevention. The platform is designed to meet the unique needs of the Chinese market while maintaining global standards, making it an ideal choice for brands looking to expand or enhance their presence in China.