AsiaNet  84362

BEIJING, June 12, 2020 /PRNewswire=KYODO JBN/ --

A new report by Miaozhen Systems, China's leading omni measurement and business

intelligence analytics solutions provider, has found that 31.9% of all online

advertising traffic in China was invalid in 2019, costing the China brand

marketing industry an estimated 28 billion RMB.

The report, "China Digital Advertising Invalid Traffic Report in 2019", is the

first of its kind to examine invalid traffic in new advertising formats and

media. In addition to PC and mobile ads, this report analyzed the state of

invalid data in NEW TV ads, offline and outdoor ads, online consumer leads,

social media ads, KOL marketing, and more. With data collected from 65,000

campaigns by 2,000 brands across 1,200 platforms, it is the most accurate and

comprehensive report on this subject to date.

Photo - https://photos.prnasia.com/prnh/20200611/2827530-1

Key findings for 2019 are summarized below:

-Invalid traffic (IVT) made up 31.9% of all digital advertising traffic in

China, up 1.7pp from 2018;

-39.9% of vertical media traffic was invalid; IT verticals had the highest IVT

rate at 49%, up 14pp from 2018;

-Across industries, internet and communications saw the greatest IVT increase

(up 6.3pp from 2018) and suffered the highest IVT rate;

-10% of NEW TV ad traffic was invalid; agencies contributed the most invalid

exposure;

-26% of all online consumer sales leads were invalid, with major implications

for auto and other industries that rely on online lead collection;

-4.2% of outdoor advertising was invalid or not displayed;

-48% of social media advertising traffic was invalid. On average, 57.5% of KOL

fans were invalid, with baby & mom KOLs having the highest rate of invalid fans

(65.1%).

Since 2013, Miaozhen has been dedicated to the healthy development of the China

digital marketing ecosystem. Besides contributing to national digital marketing

industry standards, Miaozhen offers innovative, cutting-edge IVT filtration and

influencer evaluation solutions to help make the industry more transparent and

trustworthy. Clients who used Miaozhen's intelligent IVT filtration solution

SmartVerify had an average IVT rate of 4.7%, far lower than the 2019 average of

31.9%, and saved an estimated total of 4.5 billion RMB that would have been

lost to invalid traffic.

To learn more about Miaozhen Systems, please visit www.miaozhen.com.

Source: Miaozhen Systems

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