Now in its ninth year, the annual Chinese online shopping festival Singles’ Day (11 November) is no longer just about Alibaba, but has morphed into a nation-wide shopping craze with e-commerce players other than Alibaba taking up a substantial share of the pie as well. In the latest instalment of iClick Interactive’s China Expert series, Richard Johnson, commercial director, Europe, iClick Interactive, explains how Singles’ Day has grown into its current manifestation, and how marketers can make the [...]
Over the last 7 years, Chinese ecommerce giant Alibaba led a change to overall ecommerce consumer behaviour in China by turning a little-known Chinese holiday called Singles’ Day into a multibillion-dollar online shopping fanaticism, creating a huge annual sales opportunity for consumer brands around the world. Since then, the event has evolved into a national consumption festival, smashing historical records year to year, writes Kelly Leung, VP, agency business, Read more
With the digital landscape in China developing at lightning speed, many overseas advertisers have concerns about brand safety, fraudulent traffic, and viewability. China’s unique digital environment presents challenges that have often led to misconceptions for marketers preparing to spend advertising dollars, creating a need for the local marketers to provide transparency by establishing local standards, writes Kelly Leung, VP, agency business, iClick Interactive, in the latest instalment from the China Expert series.
Many in the industry see local standards [...]
Are western marketers making unfounded assumptions about the state of brand safety and ad fraud in China? In the first instalment of ‘The China Expert Series‘, in association with iClick Interactive, their head of agency sales, Southeast Asia and Europe, Darren Jacobs (pictured below) explains that, while strong awareness of the complexity of the Chinese market is imperative, it offers a wealth of opportunities for marketers.
Ad fraud, ad viewability, as well as brand safety, have been hot topics in [...]