Fire Huo, Author at The Egg Digital Agency - Search, Social, Display Thu, 27 Feb 2025 04:02:21 +0000 en-US hourly 1 https://wordpress.org/?v=6.2.6 https://www.theegg.com/wp-content/uploads/2021/01/favicon.ico Fire Huo, Author at The Egg 32 32 DOU+ vs. Douyin Ads: How should you advertise on Douyin? https://www.theegg.com/social/china/how-should-you-advertise-on-douyin/ Wed, 26 Feb 2025 02:25:55 +0000 https://www.theegg.com/?p=76019 The post DOU+ vs. Douyin Ads: How should you advertise on Douyin? appeared first on The Egg.

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DOU+ vs. Douyin Ads: How should you advertise on Douyin?

Douyin advertising - which ad formats are available

Owned by ByteDance, Douyin (i.e., the Chinese version of TikTok) is China’s most downloaded video-sharing app, where over 600+ million active users use it to create, view, and share short video content based around comedy acts, dancing, stunts, and much more.

Whether to promote your brand in China or gain followers as an individual creator, Douyin is the place to be, given its stickiness and viral popularity. According to a 2024 research report by Kawo, Douyin has emerged as the third most used social network among surveyed multinational corporations, following only WeChat and WeChat Channels.

But with so much user-generated content (UGC) circulating the app, how can you boost the discoverability, engagement, and retention of your videos? That’s where DOU+ comes into play.

What is DOU+? Launched in 2018, DOU+ (DOU Plus) is Douyin’s content promotion and targeting tool that lets content creators push videos to custom target audiences, thereby making themselves more discoverable to viewers who are likely interested in their content.

In this article, let’s explore how you should be advertising on Douyin and whether DOU+ ads or Douyin’s more traditional ad formats are a better fit for your brand goals on the platform, whose users are some of the most captive and engaged in the world.

How to Advertise on Douyin: DOU+

DOU+ is a content promotion tool that boosts your Douyin native videos to amplify their reach and engagement among your target audience. Essentially, DOU+ enables you to buy more views and get your videos trending, which in turn increases your engagement of likes, shares, comments, and even followers.

However, unlike content boosted by Douyin’s more traditional ad formats, videos boosted by DOU+ appear just like any other organic video on the app, resulting in a blend of organic and paid posts for a more seamless user experience.

What’s more, users have shown a higher receptivity towards ads on Douyin compared to other popular Chinese social platforms, with around 43% of Douyin users stating that Douyin ads are easy to accept—and sometimes even entertaining to watch. This higher receptivity leads to positive brand perception and helps make conversions likelier later down the road.

What’s more, short videos and live-streaming sales enable brands to directly reach consumers in an entertaining way, reducing the cost and time of traditional advertising. Meanwhile, Douyin’s built-in algorithms deliver precise advertisements based on users’ browsing habits and interests. This efficient marketing method undoubtedly enhances users’ willingness to purchase. Just imagine—while users watch their favorite hosts promoting products, they naturally make purchasing decisions. In 2024, Douyin’s e-commerce total merchandise transaction volume (GMV) reached an impressive 3.5 trillion yuan, marking a year-on-year increase of 30%.

With that said, DOU+ offers three types of audience targeting:

  • AI-powered targeting: While DOU+ will serve videos to target audiences by matching the video tag with the users’ tag, its system will decide how to spread it further based on video interactions, like the number of likes, comments, and shares. This offers the most extensive coverage out of the three methods.
  • Similar audience targeting: DOU+ lets you target ads to followers of other similar creator accounts, considering they are also likely your potential customers.
  • Demographic targeting: Targeting based on parameters like age, gender, location, interests and behavior tags.

Considering more than 80% of Douyin’s users are aged between 18-35 and mostly come from developed metropolitan areas (i.e., tier 1 and 2 cities) in China, Douyin is ideal for brands with young and affluent target audiences.

An example of a Douyin video boosted by DOU+

An example of a Douyin video boosted by DOU+

Ultimately, DOU+ is only one of Douyin’s advertising options, so in the following section, let’s explore some of Douyin’s more traditional advertising options: Launch screen ads, feed ads, and search ads.

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How to Advertise on Douyin: Launch Screen, Feed, & Search Ads

Let’s look at three Douyin ad formats that present massive opportunities for brand exposure and lead generation.

Douyin Launch Screen Ads

These full-screen ads appear when users first open and load the Douyin app, leaving users with a strong visual impact at the get-go.

Moreover, you can push launch screen ads—made up of static images, GIFs, or videos—to redirect target users to creatives, livestreams, and landing pages at times when they are most likely to resonate with them.

An example of a Douyin launch screen ad

An example of a Douyin launch screen ad

Douyin Feed Ads

Taking the form of short videos, feed ads are seamlessly integrated throughout a user’s daily video feed and can lead to high engagement, particularly if they emulate the style of popular UGC on Douyin.

Like with standard organic posts on Douyin, users can comment on feed ads, share them with friends, and reshare them to other social media sites—all of which can significantly increase a brand’s exposure and following.

An example of a Douyin feed ad

An example of a Douyin feed ad

Douyin Search Ads

Unlike other ad formats in Douyin’s “For You” section, search ads only appear when users search keywords that match those you have pre-defined as related to your brand.

Due to how closely they match user search intent, search ads can help you capture more qualified traffic in the lower funnel and convert users who are likely already interested in your brand, products, or service.

An example of a Douyin search ad from Vivo

An example of a Douyin search ad from Vivo

***

As the #1 short video app in China, Douyin is one of the most important social platforms for marketing your brand in China. To this end, you can leverage the smart targeting of DOU+, coupled with Douyin’s ad formats—like launch screen, feed, and search ads—to engage target audiences at different stages of the user journey.

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]]> Baidu Ads Bidding Strategy Now Supports Shared Budgets https://www.theegg.com/seo/china/baidu-ads-bidding-strategy-now-supports-shared-budgets/ Tue, 20 Jun 2023 04:00:02 +0000 https://www.theegg.com/?p=78818 The post Baidu Ads Bidding Strategy Now Supports Shared Budgets appeared first on The Egg.

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Baidu Paid Search Now supports Shared Budget

Optimized cost-per-click (oCPC) bidding has become increasingly popular as it aims to optimize ads for conversions through intelligent bidding. As a result, many customers now prefer to manage multiple campaigns within a single daily budget using an oCPC bidding strategy.

However, using a unified target conversion and cost assessment for a single oCPC bidding strategy may lead to a conservative approach from the smart bidding model due to a tighter budget. This can result in poor budget allocation for campaigns with low conversion rates, which may cause fluctuations in traffic and cost for the bidding strategy.

To counter this, Baidu has introduced a new featured called shared, which allows advertisers to allocate a single daily budget among multiple campaigns in the same account. Let’s explore how this can help advertisers on Baidu going forward!

How do shared budgets help advertisers with their bidding?

Shared budgets help advertisers better allocate their budget between campaigns, minimizing the potential for unstable conversion bidding and missed opportunities to acquire customers due to budget-constrained bidding.

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Shared budgets offer several benefits when compared to traditional campaign-level budgets:

  • Shared budgets enhance the overall performance of an oCPC bidding strategy: By allocating a shared budget, the smart bidding model can actively identify conversion opportunities while maintaining cost control. In particular, the budget can be allocated flexibly to address issues pertaining to high-volume campaigns, such as unstable traffic, increased cost due to competition, and insufficient budget.

Shared budgets

  • Help advertisers achieve their business goals and improve efficiency: Advertisers often have multiple campaigns serving the same business goal, but manually allocating budget for each one individually can be difficult. However, by leveraging a shared budget, the smart bidding system can intelligently allocate budgets among the campaigns to ensure maximum exposure for all ads with the same business goal. A shared budget can be particularly advantageous during major holidays and promotions as it can dynamically allocate budgets to higher-performing campaigns based on traffic spikes.

***

Ultimately, leveraging an oCPC bidding strategy with a shared budget can significantly benefit advertisers by saving time and improving efficiency. By allowing the ad platform to automatically adjust bids based on performance, advertisers can focus on other aspects of their campaigns while still achieving results.

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]]> How to Optimize Your Keyword Strategy for Baidu Paid Search Advertising (SEM/PPC) https://www.theegg.com/sem/china/how-to-optimize-your-keyword-strategy-for-baidu-paid-search-advertising/ Tue, 07 Feb 2023 06:15:38 +0000 https://www.theegg.com/?p=77871 The post How to Optimize Your Keyword Strategy for Baidu Paid Search Advertising (SEM/PPC) appeared first on The Egg.

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How to Optimize Your Keyword Strategy for Baidu Paid Search Advertising (SEM/PPC)

A guide to keyword strategy for Baidu SEM

Baidu is home to some of the most lucrative digital engagement opportunities in China, given its position as the country’s #1 search engine and its staggering 600+ million monthly active users (MAU).

It has also long been the go-to hub for integrated advertising in China. But while intuitive with its host of targeting filters, running pay-per-click (PPC) campaigns on Baidu is by no means straightforward—though a sound keyword strategy can set you up nicely to get the most out of your Baidu advertising efforts.

Here, learn how to optimize your keyword strategy for Baidu SEM/PPC to maximize your brand visibility and presence on the search engine and, in turn, across China.

3 Keyword Best Practices for Baidu SEM

Before we delve into the tips, here are a couple of things you must know about how many campaigns, keywords, and creatives you can add on your Baidu PPC account:

  • You can create up to 400 campaigns
  • Each campaign can comprise 1,000 ad groups
  • Each ad group can comprise up to 5,000 keywords and 50 creatives

Tip #1: Be Precise with Your Keyword Grouping

To optimize your ad creatives for higher exposure, we recommend limiting the number of keywords in each ad group to between 5 and 15 while ensuring any within the same ad group are coherent in theme and structure.

Why? If an ad group comprises too many keywords, your creative may struggle to achieve high relevancy with user search terms. In turn, it is unlikely to drive high-quality traffic, potentially leading to fewer click-throughs.

At the same time, if an ad group comprises too few keywords, Baidu may struggle to understand the context behind your creative, which can limit its potential to rank for relevant search terms.

Pro tip: If you need to add more keywords to your campaign, you should add them by creating more ad groups since this can help you segment keywords more thoroughly and, subsequently, target more niche audience groups. You may also use Baidu’s keyword transfer function to move keywords between different ad groups easily.

Tip #2: Localize Your Keywords for Chinese Audiences

Since simplified Chinese is the default language in Mainland China, it goes without saying that your keywords should follow suit. Even so, the Chinese language is highly complex and carries subtle but critical nuances that make direct translations (i.e., word-for-word) from another language unreliable.

Instead, the localization of your Chinese keywords must go beyond translation and consider context and cultural cues if you wish to break through to your local target audience.

For instance, Tom Ford’s color shade #16 of women’s lipstick became immensely popular in the last few years. Why? Because it became coined locally as “Scarlett Red” (斯嘉丽红) after viewers noticed Scarlett Johansson donning it both off- and on-screen, like in The Avengers movies.

Thus, leveraging cultural cues like these can make your ad creatives stand out and help them better match the keywords your target customers use when searching for your brand or product/service.

Pro tip: Relying solely on auto-translate functions will likely make your ad creatives awkward to your Chinese audience. Instead, consider incorporating professional translation services or localization specialists (like us!) in your strategy.

Tip #3: Conduct A/B Testing to Identify Top-Performing Keywords

Once you’ve brainstormed a list of possible keywords your target customers might use when searching for your brand or product/service, the next logical step would be to conduct A/B testing to identify those with the potential to perform best. You should also test which combinations of keywords and ads get you the best results, given that some ads may perform better than others depending on how specific the searches are.

Moreover, you can conduct A/B testing to compare the performances of generalized terms versus more specific ones. In most cases, more targeted keywords are less competitive—and often less expensive—and can drive more qualitative traffic, making them ideal for brands operating with a smaller PPC budget.

For large-budget campaigns, bidding for the most popular keywords tends to yield high traffic volume, but it’s still vital to allocate your budget over a pre-defined campaign period to get the most out of your efforts.

***

Ultimately, Baidu is the place to be for international brands seeking to target highly engaged audiences in China, who—relative to most places around the world—are more receptive to advertising and welcome it as part of their online experience.

Want to better target these customers? Begin optimizing your Baidu keyword strategy with our three best practices!

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]]> How to Advertise on Chuanshanjia https://www.theegg.com/sem/china/how-to-advertise-on-chuanshanjia/ Wed, 12 Oct 2022 03:09:08 +0000 https://www.theegg.com/?p=77205 The post How to Advertise on Chuanshanjia appeared first on The Egg.

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How to Advertise on Chuanshanjia

advertising on chuanshanjia - what ad formats are available

As a Bytedance-owned business ad network, Chuanshanjia—known internationally as Pangle—enables advertisers of all sizes to run in-app ads on any of its 100,000+ premium partner apps, one of them being Douyin (i.e., the Chinese version of Tiktok).

Chuanshanjia’s 105,000+ active advertisers span varying industries, from education to gaming to e-commerce. But behind its popularity is its powerful recommendation algorithm, which opens the door to more engagement opportunities for advertisers with their target audiences on these partner apps. And with the right lead-converting messaging, advertisers can, in turn, generate higher ad revenue.

In this article, let’s explore how you should advertise on Chuanshanjia to achieve your marketing goals in China and reach its highly engaged audience.

But before we delve in, here are a few quick facts about Chuanshanjia:

  • 800+ million daily active users (DAU)
  • 62+ billion daily requests
  • 100,000+ premium partner apps

How to Advertise on Chuanshanjia: Launch Screen, In-Feed, & Reward Ads

Chuanshanjia Launch Screen Ads

Occupying all of the screen real-estate, Chuanshanjia’s launch screen ads appear when users first open a partner app.

Available in both image and video formats, they offer maximum exposure at the get-go and even allow advertisers to affix direct links without much (if any) reduction in app load speed for users.

1. Chuanshanjia launch screen ads - Image ad (left) and video ad (right)

Chuanshanjia launch screen ads: Image ad (left) and video ad (right)

Chuanshanjia In-feed Ads

Through its algorithm technology, Chuanshanjia’s feed ads—in its rich native formats—integrate seamlessly into a user’s recommended content and search results on partner apps. They are also generally easier to accept as users can naturally interact with your ads without disrupting their experience.

The resulting traffic that comes through tends to be high-quality since it would comprise users most likely interested in your ads.

2. Chuanshanjia’s in-feed ads - Image ad (left) and video ad (right)

Chuanshanjia’s in-feed ads: Image ad (left) and video ad (right)

Chuanshanjia Reward Ads

Chuanshanjia’s reward ads provide an opportunity for users to watch a video ad or interact with a playable full-screen ad in exchange for a reward within a third-party app associated with that ad. This type of ad is characterized by a highly engaging ad audience for the advertiser.

3. Example of a Rewards Ad with video + user interactions

Example of a reward ad with video + user interactions

***

Using this overview as your guide, you can now begin leveraging Chuanshanjia’s various ad formats to target China’s mobile users of all ages and at different stages of their user journey.

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]]> How to Advertise on Xigua Video https://www.theegg.com/sem/china/how-to-advertise-on-xigua-video/ Wed, 01 Jun 2022 05:00:24 +0000 https://www.theegg.com/?p=76159 The post How to Advertise on Xigua Video appeared first on The Egg.

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How to Advertise on Xigua Video

What ad formats are available on xigua video

Xigua Video (formerly Toutiao Video in 2016) is China’s rising online video-sharing platform owned by ByteDance. But unlike its ByteDance-founded sibling Douyin, known for its user-generated short videos, Xigua has a niche in longer professionally-made videos, movie streaming, and original productions.

As of December 2021, Xigua has 85.8 million monthly active users (MAU), making it the third most popular video app in China. In fact, its name—meaning “watermelon” in simplified Chinese—derives from the local Internet slang “melon eaters” (吃瓜群众), coined to draw parallels between video app users and casual onlookers who entertain themselves by watching events unfold from afar.

Content creators on Xigua receive shares of advertising revenue, but as the platform gains traction and the scope of its B2C advertising expands, how can brands make the most of these opportunities?

In this article, let’s explore how you should be advertising on Xigua Video to reach its highly engaged audience and achieve your marketing goals in China.

How to Advertise on Xigua: Launch Screen, In-Feed, & Post-Roll Ads

Xigua benefits from ByteDance’s advanced algorithm to attract more viewers and keep them engaged. This also applies to the platform’s native ads, which primarily appear on video content targeted toward users likely to resonate with them.

Whether you’re engaging in influencer marketing or direct B2C advertising, Xigua has a host of rich ad types that appeal to all users and their ad preferences.

Let’s explore three ad formats with the highest potential for brand exposure on Xigua.

Xigua Launch Screen Ads

Launch screen ads appear in full-screen when users first open and load the Xigua app, offering maximum exposure and leaving users with a powerful first impression of your brand from the get-go.

Like on Douyin, Xigua’s launch screen ads can be made up of static images or videos.

1. Xigua launch screen ads - Image ad (left) and video ad (right)

Xigua launch screen ads: Image ad (left) and video ad (right)

Xigua In-Feed Ads

Xigua feed ads feature in place of some of the video placeholders on the platform’s main video feed and can take the form of images, short videos, or magic cards.

Since they integrate seamlessly into a user’s feed of recommended content and search results, feed ads are generally easier to accept as they let users naturally interact with your brand without disrupting their experience.

2. Xigua in-feed ads - Image ad (left), video ad (middle), magic card ad (right)

Xigua in-feed ads: Image ad (left), video ad (middle), magic card ad (right)

Xigua Post-Roll Ads

Xigua’s post-roll ads are advertisements that appear directly after a user finishes watching the full length of a video (i.e., auto end screens) and can be made up of images or videos.

Post-roll ads can help you encourage viewers to take any action, such as installing your mobile app or purchasing your products.

3. Xigua post-roll ads- Image ad (left), video ad (right)

Xigua post-roll ads: Image ad (left), video ad (right)

***

Xigua Video is unique from other ByteDance video apps like Douyin, especially since its videos are between 1-30 minutes—as opposed to 60 seconds or less—and are of a higher production quality than what you’d typically find on Douyin.

Bearing this in mind, you can leverage Xigua’s various ad formats to target young content consumers interested in longer-form video storytelling and at different stages of their user journey.

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]]> Toutiao Advertising: The Best Ad Formats for Brand Visibility https://www.theegg.com/sem/china/best-ad-formats-on-toutiao/ Wed, 26 Jan 2022 01:49:49 +0000 https://www.theegg.com/?p=48437 The post Toutiao Advertising: The Best Ad Formats for Brand Visibility appeared first on The Egg.

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Toutiao Advertising: The Best Ad Formats for Brand Visibility

best ad formats on Toutiao

With a staggering 410+ million-strong userbase, Toutiao—or Jinri Toutiao (今日头条)—is one of China’s most powerful ad exchange platforms for advertisers to reach its massive online audience.

Owned by Bytedance, which also owns Douyin (i.e., Tiktok), Toutiao is a locally trusted news and information platform with a built-in search engine. And since users can subscribe to channels, search content from 100+ topics, and—perhaps most importantly for advertisers—receive personalized recommendations based on their searches, its engagement opportunities are abundant.

In this article, we’ve outlined three ad formats that present strong opportunities for brand visibility on Toutiao’s app, which in 2021 was one of only two news platforms to rank within the top 25 mobile apps in China.

3 Ad Formats to Boost Your Brand Visibility on Toutiao’s App

In addition to its supply of news and entertainment, Toutiao lets marketers place ads on the platform itself via their accounts and extend their ad targeting across Bytedance’s ecosystem. This inclusivity distinguishes Toutiao in China’s unique programmatic landscape, where marketers typically do not own advertising accounts.

With that said, below are three of the best ad formats for brand visibility that are available to account owners on Toutiao.

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Toutiao Launch Screen Ad

When users open the Toutiao app, the launch screen displays a full-screen ad while the app loads. Given their instant visibility (i.e., the first visual component users see on the app), launch screen ads can drastically boost brand exposure on Toutiao.

What’s more, advertisers can customize launch screen ads to promote creatives and landing pages at times when users are most likely to resonate with them.

Launch screen ad on Toutiao’s app

Launch screen ad on Toutiao’s app

Toutiao Feed Ads

Ads on Toutiao’s app can feature prominently throughout its main feed, intermixed with organic content but positioned logically according to the flow of news and information. Feed ads are particularly effective for promoting products and app downloads with additional details about your offers.

Main feed ad on Toutiao’s app

Main feed ad on Toutiao’s app

Toutiao Paid Search Ads

Paid search ads on Toutiao’s app can appear whenever users search for content that matches the keywords you are targeting. Moreover, due to how closely recommended paid search ads match user search intent, they can typically drive higher conversions for your brand.

Paid search ad on Toutiao’s app

Paid search ad on Toutiao’s app

***

The ad formats on Toutiao’s app—including launch screen ads, feed ads, and paid search ads—can help brands boost visibility at different stages of the user journey. Ultimately, choosing the right ad format for your promotion strategy will come down to your objective, who you’re targeting, and how broad that audience is.

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]]> Baidu Ads: New Look & Customizations for Paid Results https://www.theegg.com/sem/china/baidu-ads-new-look-customizations-for-paid-results/ Tue, 16 Nov 2021 03:06:44 +0000 https://www.theegg.com/?p=39019 The post Baidu Ads: New Look & Customizations for Paid Results appeared first on The Egg.

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Baidu Ads: New Look & Customizations for Paid Results

Baidu PPC - Paid Results Update

In November 2021, Baidu rolled out an update that changes how your website, domain, and brand appear on paid results.

Here, learn more about the two critical changes to Baidu’s paid results so that you can optimize your ads on China’s #1 search engine.

Baidu PPC Update #1: Business registration names now appear by default

From November 2021, paid results on Baidu’s SERP will no longer include site domain names (i.e., landing page URLs) and will instead display respective business registration names by default.

As such, we recommend keeping your business registration name under 15 to 20 characters, since it may be illegible if it is too long (such as in the second image below).

Here’s what a Baidu paid result looked like pre-update:

1. Before Baidu update - Domain names used to appear in paid resultsBefore Baidu PPC update: Domain name in paid result

And here’s what it looks like now:

2. After Baidu update - Business registration names now appear in paid resultsAfter Baidu PPC update: Business registration name in paid results

Baidu PPC Update #2: Brand information can be customized

Aside from business registration names showing by default, Baidu now lets PPC account owners customize their ad to show brand information, like brand name or a combination of brand name and company logo.

However, note that you must submit any customizations to Baidu for verification, and those that get rejected need to undergo trademark certification to try again and get accepted.

3. After Baidu update - Paid results can be customized to show brand name and logoAfter Baidu PPC update: Paid results can be customized to show brand name and logo

And while you can set your brand information at the account level, account users can also modify it at the ad group level, allowing you to tailor it for each ad group depending on the target audience.

***

Understanding Baidu’s latest PPC updates ensures that your Baidu ads are fully optimized for maximum exposure to engage the world’s largest consumer market!

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]]> China’s New Personal Information Protection Law: How Will It Impact Foreign Businesses? https://www.theegg.com/sem/china/chinas-new-personal-information-protection-law-how-will-it-impact-foreign-businesses/ Wed, 20 Oct 2021 06:39:29 +0000 https://www.theegg.com/?p=38737 The post China’s New Personal Information Protection Law: How Will It Impact Foreign Businesses? appeared first on The Egg.

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China’s New Personal Information Protection Law: How Will It Impact Foreign Businesses?

The personal information protection law of the people's republic of china

With mobile apps now a hallmark of daily life in China, user permission requests are becoming ever more ubiquitous—whether for accessing a user’s contacts, location, and photo albums or getting them to scan QR codes to order food at restaurants. Oftentimes, users end up getting bombarded with customized ads based on their searches and purchase history.

To counter this, China’s government has continually strengthened the privacy rights of its citizens—most of which regulate how companies collect, use, and interact with data gleaned from Chinese citizens and businesses.

One such policy enactment is the Personal Information Protection Law of the People’s Republic of China, which comes into effect on November 1, 2021. Several articles in particular regulate the cross-border provision of personal information—how will these impact foreign companies that operate their sites through non-Chinese servers without ICP licenses, despite having visitors from Mainland China?

Here, we’ve summarized the key policy takeaways for foreign companies relating to the cross-border provision of personal information between China and abroad. Let’s dive deeper!

Chapter 2: Personal Information Processing Rules

Article 16

Personal information processors shall not refuse their products or services (in particular, gated content like whitepapers and demo videos) to customers who:

  • Do not agree to the processing of their personal information, or
  • Withdraw their consent

The only exemption to this rule is if the processing of personal information is necessary for the transaction of a product or service to take place.

Article 36

Personal information handled by state bodies must be kept within borders of the People’s Republic of China (PRC). If it is truly necessary to provide it abroad, a security assessment shall be undertaken. Relevant authorities may be requested to support and assist with this assessment.

Chapter 3: Rules on the Cross-Border Provision of Personal Information

Article 38

If you need to provide personal information beyond Mainland China for business or related reasons, you must meet one of the following conditions:

  • Pass a security assessment issued by the State Cybersecurity and Informatization department, as per Article 40.
  • Get certified with a personal information protection certification from a specialized body assigned by the State Cybersecurity and Informatization department.
  • Agree to a standard contract for the rights of both parties (including the foreign recipients of the information) presented by the State Cybersecurity and Informatization department.

Important notes: 

  • Aside from the above conditions, you must adhere to any other conditions or regulations stipulated by the State Cybersecurity and Informatization department.
  • Wherever applicable, treaties or international agreements that the PRC has acceded to concerning the provision of personal data outside of China remain in effect.
  • You must adopt necessary measures to ensure that the data handling procedures of your foreign receiving parties adhere to the data protection policies under this law. 

Article 39

If you provide personal information outside Mainland China, you must notify the relevant individual about the foreign party receiving his/her name, details, and contact method. You shall also state your data collection purposes and the procedure for them to retain personal information from the foreign receiving party, which is a right protected by this law.

Article 40

Critical information infrastructure operators and personal data processors with data storage that surpasses a threshold set by the State Cybersecurity and Informatization department must store these domestically within the PRC. This applies exclusively to information that was collected within Mainland China.

If you need to provide personal data abroad, you must pass a security assessment issued by the State Cybersecurity and Informatization department. The only exception to this rule is an agreement—between the foreign country in question and the State Cybersecurity and Informatization department—that does not necessitate this security assessment.

Article 42

If foreign bodies or individuals engage in personal data usage that either (a) violates the personal information rights and interests of PRC citizens or (b) threatens the national security or public interest of the PRC, the State Cybersecurity and Informatization department may enact one of the following restrictions:

  • Place policy offenders on a blacklist that limits or outright bans their provision of personal information.
  • Issue warnings to policy offenders and adopt measures to limit or prohibit the transfer of personal information to them.

Article 53

If located outside the PRC, you must establish a dedicated entity or appoint a representative within Mainland China to oversee matters relating to the personal data under your jurisdiction—and report the name and contact details of your entity or representative to the PRC’s Ministry of Industry and Information Technology.

Article 55

If your data collection practices align with one of the following scenarios, you must conduct an impact assessment in advance and submit a record of how you use the personal information:

  • You handle sensitive personal information.
  • You use personal information to automate decision-making (in your business operations).
  • You either (a) disclose personal information or (b) entrust its handling to other personal information processors.
  • You provide personal information abroad.
  • You handle personal data that is highly sensitive to individuals.

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With these policies in mind, companies should insert clauses on their website informing visitors about data collection and giving them the option to consent.

Remember to update your site before Nov 1, 2021 to avoid any policy infringements.

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The post China’s New Personal Information Protection Law: How Will It Impact Foreign Businesses? appeared first on The Egg.

]]> Advertising in China: Get Discovered on Baidu with Video Search Ads https://www.theegg.com/sem/china/advertising-in-china-get-discovered-on-baidu-with-video-search-ads/ Fri, 17 Sep 2021 05:43:39 +0000 https://www.theegg.com/?p=38528 The post Advertising in China: Get Discovered on Baidu with Video Search Ads appeared first on The Egg.

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Advertising in China: Get Discovered on Baidu with Video Search Ads

Baidu PPC - Get Discovered with Video Search Ads

With the soaring popularity of short videos on Chinese platforms, Baidu—China’s #1 search engine boasting a 74% search market share—is rapidly gaining ground in the video sector.

And while Baidu has aggressively pushed out short-form knowledge videos on its properties like Baidu Baike (the Chinese answer to Wikipedia), its video ad formats—which garner higher click-through rates (CTR) than static images—are among the platform’s most valuable assets for advertisers.

So, to help you get started with Baidu’s video search ads, we’ve outlined the basics of its setup and specifications so that you can begin targeting the platform’s 550+ million-strong active userbase.

Baidu Video Ads: What You Need To Know

First and foremost, Baidu’s video ad settings can be found under the creative settings of your paid search account.

Video ads are supported at three levels:

  1. Account: The video ad format can feature any ads from your account.
  2. Campaign: The video ad format can feature on selected campaigns, and different videos can be used for different campaigns.
  3. Ad group: The video ad format can feature on selected ad groups, and different videos can be used for different ad groups.

To augment your video messaging, Baidu’s video depository even provides a variety of free, customizable videos and templates for you to choose from.

And before you begin producing your video ads, here are their specifications:

  • Format: MP4, FLV, MOV, M3U8, 3GP, AVI, MPG, ASF, WMV, MKV, TS, WEBM, MXF
  • Size: Equal to or less than (≤) 500MB
  • Duration: Must be equal to or more than (≥) 6s
  • Dimensions:
    • Desktop: 16:9. Must be equal to or more than (≥) 1280×720 pixels.
    • Mobile: 9:16 or 1:1. Must be equal to or more than (≥) 720×1280 and 800×800 pixels respectively.

Note: If your pre-existing video doesn’t fit these specifications, Baidu also has an in-built video editor that you can use to resize your video.

Baidu SERP (desktop) - Video ad result for “电子元件” (electronic components)

Baidu SERP (desktop): Video ad result for “电子元件” (electronic components)

Baidu SERP (mobile) - Video ad result for “吸尘器” (vacuum cleaner)

Baidu SERP (mobile): Video ad result for “吸尘器” (vacuum cleaner)

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Given its growing advertising options and popularity among both desktop and mobile users, Baidu is unrivaled when it comes to targeting China’s massive and captive audience.

But before you do so, remember to familiarize yourself with China’s advertising policy and industry-specific rules.

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The post Advertising in China: Get Discovered on Baidu with Video Search Ads appeared first on The Egg.

]]> Baidu International Advertising: How does the MediaGo Ad Platform Work? https://www.theegg.com/sem/china/baidu-international-advertising-how-does-the-mediago-ad-platform-work/ Wed, 21 Jul 2021 02:06:55 +0000 https://www.theegg.com/?p=38210 The post Baidu International Advertising: How does the MediaGo Ad Platform Work? appeared first on The Egg.

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Baidu International Advertising: How does the MediaGo Ad Platform Work?

MediaGo - Optimize Ad targeting across Baidu and Beyond

Baidu’s MediaGo ad platform lets advertisers serve and track ads across a global media ecosystem, driving quality traffic and advanced targeting.

MediaGo’s resources—including Baidu’s Facemoji keyboard, Simeji keyboard, and popln—and its access to popular international platforms, like Snapchat, Pinterest, and Reddit, gives advertisers access to 1+ billion global users and multiple ad formats to target various user interests and content.

Here, let’s examine MediaGo’s 5 unique features and how it can optimize your ad targeting strategy across Baidu and beyond.

MediaGo Feature #1: Accurate User Segmentation

MediaGo provides customized solutions to advertisers based on their unique requirements, and this precise user targeting—coupled with MediaGo’s programmatic media buying technology—maximizes conversions.

MediaGo Feature #2: Owned and Operated Keyboard Apps

MediaGo’s resource pool accounts for over 450 million users via Facemoji, Simeji (Japan’s most popular keyboard app), Baidu Chinese IME Keyboard, and preinstalled partnerships with Xiaomi and Oppo.

This aggregated data can be used for advanced ad targeting and profiling and identifying users through lookalike modeling and audience analytics.

Below, you can observe the scale and scope of two apps—Facemoji and Simeji—with some of the highest ad conversions.

Facemoji

  • 50 million users across 190 countries, including globalized markets like the United States, France, Spain, Russia, India, Indonesia, and more.
  • 160 million installations worldwide
  • 100+ integrations
  • 120+ languages supported

Facemoji logoFacemoji app logo

Simeji

  • AI empowerment and 100+ integrations with virtual avatars influenced by pop culture to make expressions more fun and interesting. Avatars include Bumblebee (2018 film), Conan (American media personality), Grinch (Christmas fictional character) and much more.
  • 10 million+ daily active users
  • 50%+ penetration rate among Japan’s female demographic

Simeji logoSimeji app logo

MediaGo Feature #3: Premium Inventory Management

MediaGo’s comprehensive, agnostic platform lets you access an ad inventory for multimedia so that you can optimize your targeting of large audiences.

Furthermore, it provides tools for quality-control and optimization metrics.

MediaGo Feature #4: Deliver Ads via Relevant Channels

MediaGo has advanced targeting options by ad format, app, country, and more. It offers customization by letting you white- or blacklist certain apps from your campaigns.

MediaGo Feature #5: Control and Targeting Optimization

By leveraging queries per second (QPS) throttling to control its bid stream and limit incoming bid requests, MediaGo facilitates relevant traffic for your specific campaigns.

***

With greater targeting control and programmatic technology, MediaGo gives advertisers the means to display ads across multiple sites and platforms and reach users around the world—no matter where they are in their buying journey.

Ready to maximize your digital marketing in China?

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[contact-form-7]

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The post Baidu International Advertising: How does the MediaGo Ad Platform Work? appeared first on The Egg.

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