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Baidu, Alibaba and Tencent to expand their revenue from paid digital content and targeted ad campaigns‘Traffic engagement paves the way for long-term growth opportunities in performance-based advertising,’ analyst says
Chinese internet titans Baidu, Alibaba Group and Tencent Holdings are expected to see paid digital content and targeted advertising become their next big growth engines over the next few years, according to industry analysts.
Those include paid subscription to digital entertainment like online video and music, as well as so-called performance-based advertising campaigns which are personalised and targeted at consumers.
Both Tencent and Nasdaq-listed Baidu, for example, each have more than 20 million paid subscribers on their video-streaming and other digital entertainment content services, Tsang said.
Alex Yao, head of JP Morgan’s internet and new media research, said performance-based advertising -- in which companies pay for audience results, such as cost per click -- will expand on the mainland.
Yao said that Tencent’s advertising model for WeChat Moments, a social newsfeed akin to Facebook’s Timeline, is currently “undermonetised”.
Very few advertisements are currently being pushed to consumers, as Tencent works to improve on its technology and distribution of advertisements, he said.
HSBC’s Tsang echoed Yao’s sentiments, noting that Tencent was “not yet getting more aggressive on ad loads because they’re still working on targeting, to understand their users better and increase the likelihood of people clicking their ads”.
Source: SCMP
http://www.scmp.com/business/article/20 ... ontent-and
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