同样的还有一件事就是CPM(cost per mile impression)购买模式在中国还没成型，在中国主导的还是按天买广告位CPD （cost per day），这就造成了网站第一屏广告位才是抢手的，因为第一屏的广告才是真正有价值的，第二屏第三屏搞不清楚消费者看否看到，谁都不愿意投。 还有就是轮播形式的广告在国外很流行，就比如一个消费者刷几次网页，可以看到好几次不同的广告，这样同一个广告位可以给卖给好几个广告主，获得更多的经济利益。但是因为不能监测，说不清楚，在中国CPD还是主流，卖广告还像原始的电视媒体购买，这就导致了中国的门户网页变得越来越长，因为要放CPD的广告位。网页越长，广告位越多。
eMarketer: How is online ad buying conducted differently in China
compared with other markets?
Chew: We don’t do much media buying at JWT, but I’ve done it in
the past. Tracking media performance in China is far less transparent
than in the West. Many sites don’t allow third-party tracking, which is
a huge issue when you’re trying to prove to a client how much traffic
you got for the ad investment.
Sometimes we have problems when the sites provide their own
tracking. They will say they got you a million clicks but your web server
report only says 100,000 unique visitors turned up. Then there’s a
10-to-1 discrepancy between what the portal said it gave you in terms
of clicks and what your web server says in terms of unique visitors.
Third-party tracking helps to explain those differences, especially
between different portals being able to tag people and seeing their
user journey and where they’re dropping out of the funnel. It
becomes a lot more complicated when you’re trying to do a campaign.
across four or five sites and each one of them wants to use its own
ad server. It’s a huge hassle and there’s a lot of distrust among
agencies and the media as to the truthfulness of those numbers.
If you’ve got huge buying power, like a P&G or Unilever where you’re
spending millions of dollars on one portal, you can convince them to
allow you to use a third-party tracking service. The other thing is that
buying on a CPM basis has yet to become the dominant method in
China. So that means that a lot of spots are still bought by daypart,
and because of that you have one brand owning the top banner
space. Anything above the fold is prime real estate and there are only
so many banners you can have above the fold.
In other areas, you have ads in rotation because they’re being bought
on a CPM basis. So when you reload the page you’ll get a new banner
from another brand. So the portals can actually sell that high-value
inventory to multiple people, but in China in the early days of the
Internet, they followed a TV buying model. Marketers would buy the
media for the day and because of that, the Chinese webpages grew
longer and longer because they had to accommodate more ads
because everyone wants to buy it by the day.
“There’s a high level of returns in China.
Consumers here buy stuff, try it on, wear it for a
while and then return it expecting a full refund.”
eMarketer: Do you see greater transparency coming any time soon
Chew: I’ve heard many times about people in the advertising industry
trying to get the IAB started here. It hasn’t worked out. It all been a
bunch of expats and no local people. The publishers themselves have
a vested interest in keeping things the way they are because media
buying here is about getting a discount off the rate card—and
sometimes it’s worked out to be a rebate for the person doing the
In contrast, in the West, you would be going for bonus media and
extra efficiency. In China, it’s more like, “Give me a cost-savings and a
kickback.” There’s a kickback that goes to the company, which might
be a 10% rebate on the buy, and there’s also an under-the-table
kickback to the buyer, which is something nobody talks about. Once
you take kickbacks you have very little moral high ground over the
publisher. And then the publisher has very little incentive to give you
the kind of transparency and efficiency that you want.
eMarketer: The search market in China is dominated by Baidu, where
would you place Google and other players?
Chew: Google is popular with highly educated, white-collar
professionals, especially those who have a more international outlook
and want to search for things in English. These people don’t trust
Baidu. Also, Baidu still allows a lot of sponsored links on the left-hand
side of the results page. Google has patchy service in China unless
you have a VPN, and that’s still a very tiny minority in China.
Baidu has 80% share in China. Tencent and Sina search are nowhere
close, although I’ve heard that Sina’s search activity is picking up a lot
since Weibo became so popular, which is quite interesting. Baidu has
been quite innovative with its Brand Zone and a user-generated
content bulletin board where people go to get answers to their
If you’re actively searching for something then you’re talking about
Baidu and Google, but most people these days will discover content
through Weibo or through a social network like Renren. Weibo would
be where you’re online research journey starts.
You’re discovering all this stuff that your friends are sharing and you
get so engrossed in looking at the jokes, photos and cartoons that
are being shared by your friends and colleagues and strangers that
you follow that you may not have that impulse to go to Baidu and
start a search unless you have a research requirement. So in some
ways the social networks have replaced some of that need that search
used to fill.
“Many sites don’t allow third-party tracking, which
is a huge issue when you’re trying to prove to a
client how much traffic you got for the ad
eMarketer: How would you advise marketers that are looking to go
beyond Tier 1 and 2 cities? What are some best practices?
Chew: Apart from the choice in media, I think they need to be more
direct with the messaging, because people are a little bit less
sophisticated. Marketers need to give consumers in these areas
strong reasons to buy. Don’t try to be too clever, tongue-in-cheek,
witty or saucy. That doesn’t work so well.
Interestingly, I think people in Chinese and Taiwanese cities now have
more choice of brands than people living anywhere else because the
Europeans, Americans and everyone else is coming into China and
seeing it as the future growth engine for their brand. In general,
brands need to use a lot more experiential marketing, social media
marketing and word-of-mouth.