Steven Chang Decodes Digital China with Tech Intelligence At ad:tech tokyo

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TOKYO, Sept. 21, 2016 /PRNewswire=KYODO JBN/ --

Steven Chang Decodes Digital China with Tech Intelligence At ad:tech tokyo

TOKYO, Sept. 21, 2016 /PRNewswire/ -- Speaking on September 20th at ad:tech

tokyo 2016, one of Asia's largest digital marketing conferences, Steven Chang,

Corporate Vice President of Tencent, addressed the topic "Decoding Digital

China with Tech Intelligence." Chang shared insights into trends in China's

Digital Advertising Market, and revealed how the strength of Tencent's

platform, combined with its advanced algorithms, can help brand marketers win

in the increasingly complicated and dynamic China market.

ad: tech is a global marketing conference that has been held in major cities

around the world. It is where Brands, Agencies, Media and Solution Providers

comes together to come to grips with the latest trends, innovations and

technologies. ad:tech tokyo has grown into the largest international marketing

conference in Asia. Also speaking at the event were representatives from IBM,

Unilever, McDonald's, Starbucks, Fujifilm, Yahoo and LinkedIn, to name just a

few.

The average Chinese person spends more than 26 hours a week online, an increase

of 300% in only a decade. Consumers are increasingly spending more time on

cross-platform media content, and are now enabled to make decisions for

consumption more independently and conveniently.

"Tencent's powerful data ability, multiple ad-tech products and

holistic-scenarios applications can help marketers get the best of both brand

advertising and performance advertising so as to improve marketing efficiency

and achieve better ROI," Steven pointed out in his speech.

According to Mary Meeker's Internet Trends 2016, Chinese mobile users spend

55%+ of their online time on Tencent platforms, including QQ, Qzone, WeChat,

v.qq.com and Tencent News. Take a day of NBA fans as an example: fans access

NBA-related information via Tencent News while having breakfast, watch live

broadcasts and video on demand through v.qq.com while commuting, interact with

friends via WeChat and QQ during lunch time, purchase NBA items via ecommerce

platforms such as jd.com, and watch a game on TV in their living rooms at

night. This enables Tencent's powerful data capabilities to actualize accurate

user recognition both by demographics and behavior profiles across different

channels.

By focusing on specific audiences, Tencent's multiple ad-tech products allow it

to target users by their individualized interests and ad-match them accurately,

further transforming interest into conversion. For example, wherever the

context is right, the technology will uncover instant user interest for pushing

targeted ads, thus creating precise communication without useless messages.

Tencent's comprehensive products connect holistic scenarios. Tencent data

consists of both steric and dynamic data. Steric consists of fundamental

characteristics, long-term interest, social preference, buying records,

historical footprints, etc. Tencent's dynamic data is made up of instant

interest, real-time interaction, payment habits and LBS. Combined, these data

tools will provide more open, connected data, which links ad exposure to brand

attitudes, consumer behavior and sales.

One good example is Coca-Cola China's "Gold Moments" campaign, the local

interpretation of Coke's global "That's Gold" marketing platform for the Rio

Olympics. The idea is that "gold" isn't about winning for winning's sake, it's

about sharing a dream or a goal with family, friends, coaches and teachers.

Leveraging Qzone's 648 million users and 11 years of social data accumulation,

Coke is sponsoring the memories and turning them into Gold Moments. Out of all

the participants, 30.8 million users found their Golden Moments, and out of

these, 32% shared the experience through their social platforms, with a QR code

of 1 billion bottles of Coke scanned by participants.

Steven emphasized at the end, "Traditional models of marketing that create big

ideas have been giving way to modern marketing paradigms powered by big data.

Tencent's advanced algorithms will translate into value for brands, allowing

them to reach the broadest coverage of Chinese netizens. These algorithms will

also help engage consumers across scenarios, and elevate pertinence by dynamic

and contextual messages, so that ultimately these brands become trusted

advisors to their customers."

Photo - http://photos.prnasia.com/prnh/20160921/0861609731

caption: Steven Chang spoke at ad:tech tokyo

SOURCE: Tencent