iClick Interactive Asia (“iClick”), the integrated advertising technology company that connects more than 2,500 advertisers, including 150 multinational brands with the audience in China via programmatic marketing solutions, has established a Preferred Deal arrangement with Tencent Social Ads for “first look” access to its Qzone’s international native ad inventory.
As the first programmatic marketing platform to reach a Preferred Deal agreement with Tencent Social Ads, iClick will be allowed “first look” access to premium international native ad inventory on Qzone, one of China’s leading social networking apps.
Enhanced Mobile Capabilities
Following the acquisition of OptAim Technology, China’s biggest mobile DSP (Demand Side Platform) in August, iClick continues to build on its mobile-led strategic position — to connect international advertisers with the Chinese audience via precise, cross-screen and data-driven programmatic marketing solutions.
Via the new Preferred Deal arrangement with Tencent Social Ads, iClick can now ensure its international clients access to the cream of the inventory, allowing more precise and effective targeting of this developing Chinese audience in Asia and beyond via non-intrusive in-feed native ads.
iClick’s Co-founder and CEO, Sammy Hsieh says, “Native ads have long been proven to be a more engaging — and hence more effective — advertising format than traditional banner ads. This is in part due to the fact that native ads are consumed the same way people view editorial content. Facebook’s in-feed ad is a perfect example of this success. According to a native ad effectiveness study, consumers looked at native ads 53% more frequently than banner ads; native ads also registered an 18% higher lift for purchase intent and 9% higher lift for brand affinity responses than banner ads.”
“We are excited about the partnership with Tencent Social Ads, which grants iClick privileged access to the best of the native in-feed ad inventory on Qzone. Building on our mobile and cross-screen capabilities, we’re confident the arrangement will significantly enhance iClick’s effectiveness in precisely targeting the Chinese audience in Asia and beyond for international advertisers,” Sammy continues.
Frank Zhou, Senior Product Director of Tencent Social Ads, says, “Qzone is one of the largest social networking sites in mainland China. Users are engaged and they frequently share their own content, photos and even music on the platform, via which they stay connected to what their friends are up to. We’re happy to partner with iClick to offer advertisers — including international and domestic ones — the best of the Qzone international in-feed ad inventory to help them more effectively reach their target Chinese audience in Asia and beyond.”
In a recent run of pilot campaigns in October for invited clients including Guess, Nike and a premium hospitality brand, pleasing results were achieved. Sammy comments, “The results proved iClick’s unique edge and capabilities in connecting international brands with Chinese audience, whether they are based in or outside China.”
Popular among users for sharing, blogging, gaming and simply staying connected with friends, Qzone engages 577 million monthly active users (“MAU”) on mobile inside and outside mainland China, seeing a year-on-year (YoY) growth of 14% in Q3 2015. The consistent and significant user traffic demonstrates the app’s immense marketing potential for advertisers. In Q3 2015, performance-based social advertising on mobile on Mobile Qzone, Weixin Moments and Weixin Official Accounts were the major contributors to Tencent’s 160% YoY growth in its performance-based advertising revenues for the quarter.
About iClick Interactive Asia
iClick Interactive Asia (“iClick”) is a leading integrated advertising technology company connecting worldwide advertisers with the audience in China. Its proprietary Programmatic Marketing Platform (“PMP”) is the first of its kind in China that truly integrates search, display, mobile and social media advertising. The core of iClick’s PMP is supported by extensive data and advanced technology, which help both international and domestic advertisers reach their targeted customers in China through multi-channel marketing. Headquartered in Hong Kong, iClick was established in 2009. The company now has seven offices in Asia and has established business presence in London and New York with more than 500 employees.